ClickZ TikTok Insider Newsletter - 10.17.2024

PLUS: Why brands must adapt to a "search everywhere" e-Commerce strategy

Author

Sophie Bruxner-Randall
October 17, 2024 • Estimated Reading Time: 7 minutes

Ad Week New York 🎤

ADVERTISING INSIGHTS
Advertising Week NYC Recap

💡 Balancing Fame and Flow in a Post-Privacy Landscape, by Sam Carter, CEO of Fospha.

AdWeek NYC 2024 was packed full of fresh ideas and powerful reminders of evergreen principles. From navigating privacy challenges to ensuring sustainable brand growth, here are my key takeaways that all brands should be implementing:

  1. Balance Fame and Flow: Brands that focus too much on short-term conversions and neglect long-term brand-building efforts fall into the ‘doom loop’, converting only existing demand without generating new demand. Eventually the convertible audience is exhausted, efficiency plummets, and the brand finds itself in trouble. To avoid this, brands need to strike the right balance between conversion and long-term brand awareness to sustain growth.

  2. Go Full-Funnel for Measurement: To balance short and long-term goals of conversion and brand awareness, marketing teams need to be able to measure the impact of both. Last Click attribution chronically undervalues awareness activities, so brands should opt instead for measurement tools that use a full-funnel methodology.

  3. Privacy-Proof Your Tech Stack: With third-party cookies deprecation and new privacy regulations cropping up regularly, brands need to accept the death of user-level data and embrace privacy-centric solutions to future-proof their measurement. 

Read the full article here. 

Hot in D2C eCommerce 🔥

AI POWERS PRIME
Amazon Prime Big Deal Days 2024 Breaks Records with AI and Innovation (top links below 👇)

Amazon’s Prime Big Deal Days 2024 made history with the largest October shopping event ever, saving Prime members over $1 billion globally. This year’s event highlighted Amazon’s cutting-edge AI tools, including its AI assistant, Rufus, and drove massive sales across electronics, toys, and apparel. Top brands like Apple and Dyson offered unbeatable deals, setting the stage for a promising holiday shopping season.

Momentum Commerce reported a 41% sales increase on Day 1, with brands like Crocs and Lego leading the charge, while regions like Canada and Europe saw notable growth despite weather impacts affecting the U.S. Competitors Target and Walmart also launched early sales events, but Amazon's use of innovative shopping tools and AI set it apart in an increasingly competitive market.

For deeper insights into this record-breaking event, explore these key sources:

Specialty Bites 🍪

TikTok is enhancing its U.S. in-stream shopping with a fall promotion, offering discounts on brands like e.l.f. and Dyson. The initiative includes live events and flash sales, aiming to boost its Shop business to $17.5 billion. TikTok's strategy mirrors its successful Chinese counterpart, Douyin.

Advertising Week New York highlighted three key trends: the scarcity of third-party data, the rise of the creator economy, and the pressure on marketers to prove ROI. Brands must leverage first-party data, embrace TikTok's potential, and focus on measurable outcomes to succeed in this evolving landscape.

Zefr expands its brand safety and suitability tools to TikTok, introducing Video Exclusion Controls and new ad placements. This innovation allows brands to customize exclusions, enhancing ad safety and suitability. The collaboration aims to provide advertisers with transparency and confidence in TikTok's evolving ad environment.

TikTok and YouTube are transforming e-Commerce by integrating product discovery and purchasing directly in-app, challenging traditional search engines. Brands must adapt by creating engaging, shoppable content and leveraging creators to drive conversions, embracing a "search everywhere" approach to thrive in this evolving digital landscape.

Measurement is crucial in today's advertising landscape, especially with tight budgets.

Here are three key trends to watch:

  1. Media Mix Modeling (MMM): As last-click attribution proves unreliable, especially on platforms like TikTok, marketers are shifting towards MMM. This method offers privacy-compliant insights across media, helping identify business value drivers. A survey shows 61.3% of US marketers plan to enhance their MMM strategies.

  2. Real-Time Campaign Adjustments: The ""set it and forget it"" approach is outdated. Brands and agencies must collaborate to adjust campaigns mid-flight, optimizing based on real-time data.

  3. Audience-Specific KPIs: Different audiences require tailored KPIs. For instance, Applebee's might focus on order size for loyalists and brand awareness for new customers. Understanding your audience's relationship with your brand is key to selecting the right KPIs.

Performance Platters 🍽️

Microsoft is transitioning from its retail media platform, PromoteIQ, to a partnership with Criteo. This shift reflects the evolving retail media landscape, emphasizing the need for adaptable strategies. While PromoteIQ's closure isn't officially announced, the move highlights the importance of resilient, owned architectures in the dynamic ad tech industry.

Retailers often miss revenue opportunities throughout the purchase funnel, from accessibility issues to ineffective discount strategies and poor mobile optimization. In this insightful podcast, experts explore how optimizing these areas can reduce cart abandonment and boost customer retention. Additionally, they discuss how strategic return policies can enhance customer loyalty while minimizing losses. Listen now for actionable tips to create a more profitable retail experience.

LoopMe introduces Brand Outcome Scores, an AI-driven tool enhancing ad performance by predicting ad effectiveness without cookies. This innovation aids marketers in optimizing campaigns across mobile video, CTV, and display ads. Initially launching in the US and UK, BOS aims to revolutionize advertising strategies globally.

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