ClickZ Digital Ad Platform Newsletter |🤖 AI insights maximize ROI for eCommerce advertisers

Retail Rewired 🔥

Rising Costs, AI & the Halo Effect—Key Takeaways from eTail West

The Fospha team had an amazing time at eTail West last week, connecting with eCommerce leaders and diving into the biggest challenges and opportunities shaping the industry. Here are the top trends we saw dominating the conversation.

📈 Brands Are Navigating Rising Ad Costs & Complexity

With CPCs on the rise, brands are doubling down on efficiency— looking for opportunities to optimize their marketing mix and making the most owned channels like email, SMS, and loyalty programs.

🤖 AI-Driven Personalization Is Scaling Up

AI is transforming customer interactions in real time. Hanky Panky shared how AI powers their acquisition, site experience, and retention efforts—including automating 50% of customer service interactions to free up human agents for high-value customers.

💡 The Halo Effect Is Real

At Fospha, we're always talking about the impact of TikTok, YouTube, and Meta ads on third-party sales channels like Amazon. At eTail West, Ross Wakeham from TikTok reinforced that this ‘spillover’ effect is a huge measurement opportunity for brands.

If you’re interested in learning more about the halo effect, you can lead our latest research here. 🔗

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Sector Spotlight 🎥

AD PLATFORM STRATEGY

Uncover Insights with Amazon API to Elevate Brand Presence and Engagement

• Integrating Amazon Ads APIs with Dentsu’s insights platform unleashes new dimensions for eCommerce professionals by bridging Amazon’s expansive retail data with proprietary consumer profiles. This integration facilitates the creation of data-driven, targeted audiences without relying on third-party cookies, offering substantial advancements in ad platform engagement and strategy.
  

• For Co-op, leveraging Prime Video ads through these tailored personas resulted in notable gains: a four-point preference rise and a five-point boost in favorability among core demographics. This underscores the impact of integrating precise audience targeting with leading-edge digital platforms to elevate marketing efforts within the eCommerce landscape.
  

• As Dentsu extends this innovation globally, the capabilities for advertisers grow richer, offering tools that maximize campaign impact. This strategic synthesis not only fosters deeper community connections but also optimizes media spend within a competitive eCommerce environment.

STRATEGIC PARTNERSHIPS

Specificity and Blackpearl Forge AI-Driven Alliance, Innovating CTV Ad Strategies

Specificity Inc.'s collaboration with Blackpearl Group revolutionizes Connected TV (CTV) advertising, setting a new standard in precision targeting. By incorporating Pearl Diver's AI-powered intent data, Specificity strategically enhances its capacity to connect with genuine audiences, eliminating wasteful ad spend.

• Precision Targeting: Harnessing AI to refine CTV campaign accuracy, a game-changer in ad platform optimization.

• Data Excellence: Prioritizing clean audience data to ensure impactful consumer engagement.

• Innovative Partnership: Merges digital marketing expertise with cutting-edge AI technology to drive platform performance.

This partnership not only revitalizes advertising strategies but also promises substantial improvements in audience engagement and ad spend efficiency, paving the way for innovations in eCommerce marketing.

PERFORMANCE MARKETING INNOVATION

Taboola's Realize Platform AI Delivers Breakthroughs for eCommerce Marketers

Taboola's Realize platform is a game-changer for eCommerce professionals in performance marketing. Leveraging AI and first-party data, it offers unprecedented results beyond traditional search and social channels. Realize enables optimized ad timing and placement, allowing media-buyers to effectively repurpose existing assets, enhancing engagement and driving superior returns across global networks.

Influencer Corner 📣

Optimization Hub ⚙️

ECOMMERCE STRATEGY

Recover Lost Sales with Klaviyo's Elegant Back-in-Stock Notifications

Klaviyo's back-in-stock automation enhances eCommerce by notifying customers of product availability, boosting conversions. It utilizes AI for segmentation, integrates with platforms like Shopify, and emphasizes personalization. Optimizing these flows with urgency, testing, and advanced strategies like cross-selling can recover lost sales and improve inventory management.

DIGITAL ADVERTISING INNOVATION

Maximize Ad Reach with Google's Expanded Display Network and Creative Tools

Google's latest updates for Google Display Ads enhance advertising flexibility and impact by expanding ad inventory across news, sports, and CTV platforms such as TelevisaUnivision and FOX News. Incorporating Google Display inventory into Demand Gen campaigns has shown a 16% conversion uplift, offering increased reach and improved ad placement quality for marketers.

SEARCH ENGINE MARKETING

Harness SEM's Power for Instant Online Success

Employing Search Engine Marketing (SEM) enables rapid visibility and enhanced brand awareness for small businesses. Leveraging platforms like Google Ads ensures precise targeting and immediate results, integrating seamlessly with SEO for optimal performance. The guide emphasizes SEM's potential to transform businesses through targeted advertising and data-driven insights.

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