ClickZ Digital Ad Platform Newsletter - 12.19.2024

PLUS: Innovative ad solutions from Perplexity AI spark interest—can it rival industry leaders?

Author

Priscilla Soedarpo
December 19, 2024 • Estimated Reading Time: 7 minutes

Heads up! To ensure you continue receiving our newsletters, please add [email protected] to your contact list!

Welcome to ClickZ Digital Ad Platform News, your essential newsletter for digital marketers and e-commerce professionals.

This will be our last edition of 2024 so on behalf of all the ClickZ team, we wish you a Happy Holiday period and we’ll see you all again in the new year! 🎄

Sector Spotlight 🎥

Bloom

Netflix is shaking up the advertising landscape with the US launch of its in-house ad platform next April. This strategic move, announced by Damien Bernet at The Future of TV Advertising Global conference, marks a significant shift in how advertisers engage with streaming audiences. By allowing advertisers to manage their ad purchases directly within Netflix, the platform eliminates the need for third-party services, streamlining the process and offering unprecedented control.

The platform’s debut in Canada last November served as a testing ground, and Netflix plans a global rollout by 2025. This test-and-learn approach is not just a buzzword; a calculated strategy to refine the platform’s capabilities, as seen in Netflix’s venture into live sports. The Jake Paul vs. Mike Tyson fight, which attracted 60 million households, highlighted both the potential and the technical challenges of live streaming.

Netflix is abandoning third-party collaborations entirely. Partnerships with The Trade Desk, Magnite, and DV360 are expanding, providing advertisers with flexible programmatic ad buying options. These collaborations will extend to European markets in February, underscoring Netflix’s commitment to offering diverse advertising solutions.

In a rapidly evolving media landscape, the Netflix ad platform represents a bold step forward. For marketing professionals, this development offers a wealth of opportunities to engage audiences with precision and creativity, setting a new standard in digital advertising.

Facebook ad revenue is set to exceed $100 billion in 2024, driven by AI and commerce investments. Despite a shrinking market share, Facebook remains a dominant force, with significant growth in ad spend. Strategic AI tools enhance ad performance, offering marketers valuable insights and opportunities for future growth.

Perplexity AI advertising platform, launched last month, is being actively promoted by UM to clients eager to explore new search advertising opportunities. While interest is growing, some marketing experts remain skeptical about its potential. The platform represents a strategic shift in digital marketing, offering innovative possibilities for industry professionals.

Financial Times

In 2024, ad tech was marked by significant developments: antitrust trial, Elon Musk’s clash with a brand safety group, and AI rise in programmatic advertising. These events underscore the evolving landscape, offering strategic insights and practical value for marketing professionals navigating the digital marketing future.

PUMA partners with TikTok Shop for a UK Super Brand Day from December 18-20, offering exclusive discounts and gifts. This collaboration aims to enhance consumer engagement through live shopping events, showcasing PUMA’s innovative marketing strategy. The event highlights TikTok Shop’s growing influence in retail, promising strategic value for marketing professionals.

Influencer Corner 📣

Bram Van der Hallen on LinkedIn: A Meta Ads marketer is often better off being lazy than tired

A 'lazy' Meta Ads marketer refrains from:
▶️ Pushing too many buttons (except turning off creative enhancements).
⚡ Updating ads too fast.
🛠️ Updating ads too frequently.
🖼️ Re-creating the exact same ads.
📊 Analyzing campaigns too early.
😱 Panicking about performance too early.
🧮 Monitoring too many metrics.
🤓 Over-complicating campaign structures.
🧑🏿‍🤝‍🧑🏻 Over-segmenting audiences based on personas.
🧪 Testing too many creatives at once.
💧 Testing everything only to confirm that water is indeed wet.

Do you agree? Are you lazy? 🥱 What would you add?

Barry Hott on LinkedIn: Do your ads pass the “So what?” test? 🤔 

I got a lot of great questions about the “So what” test in my LIVE webinar this Tuesday.

The first moment of an ad is crucial. That’s what I teach, what I tell people, what I hammer into my teams.

If an ad fails, I go back to analyze the performance and the ad concept, and I ask myself, “What was the first moment? Did we lose them on the ‘So what?’ test? When did they say ‘so what?’

Optimization Hub ⚙️

US consumer optimism in 2024 is high, yet spending remains cautious, especially in discretionary categories. Despite economic confidence, consumers prioritize financial stability, with many trading down for value. This trend reflects a shift towards mindful consumption, highlighting opportunities for marketers to align with evolving consumer priorities and strategic insights.

TikTok ads require strategic optimization for success. Key steps include defining objectives, refining audience targeting, enhancing ad creativity, and utilizing automated bidding. Additionally, adjusting ad placements, retargeting, and leveraging advanced features are crucial. Continuous testing and alignment with TikTok trends ensure maximum ad performance and brand visibility.

Performance marketing in 2025 will focus on strategic use of AI, first-party data, and personalized engagement to enhance customer loyalty and efficiency. As costs rise and effectiveness declines, marketers must prioritize creativity and strategic value. Agencies face pressure to adapt, while skills in strategy and technology become increasingly vital.

Influencer Partnerships

📍 Broomfield, CO

Marketing & Comms

 📍 Austin, TX, USA

Affiliate Marketing

 📍 New York, USA

ClickZ is a Contentive publication in the DTC Ecommerce division