Some interesting takeaways from Jones Road Beauty’s session at the Klaviyo Own It conference:
- Turned off all TikTok spend
- Prefer free gift with purchase to discounts as they feel the latter devalues the brand
- Focus on contribution margin over revenue (profitability is the north star metric)
- Incrementality over attribution
Google Discovery campaigns will be replaced by Demand Gen (basically Discovery Max, now with YouTube Shorts placements (and more)) campaigns this fall.
But if you don’t want to wait, you can sign up for the beta now.
More on Demand Gen from Google Ads Liaison Ginny Marvin:
Demand Gen campaigns combine image + video ads in one place and can be used to drive conversions, site visits and actions like sign-up and add-to-cart across YouTube, Discover and Gmail
Just noticed this in Meta Ads Manager today, Meta Shops stats will now be sent to third-party analytics and attribution tools if you have one setup.
On Brand Aesthetics
If you look and act like all the other brands in your category.
To consumers you are the same as all the other brands.
Which means you are no brand.
Podcast ads are doing great.
iHeartMedia, Spotify and Acast reported revenue growth between 12% and 31% year over year in their podcast businesses during the second quarter of 2023, with better performance compared to the first quarter of this year.
Executives told shareholders they are seeing improvements in the U.S. ad market and are bullish on continued growth in the third quarter and beyond.
Podcast networks report Q2 revenue growth, with positive signs for continued improvements in 2023
Black Friday shopping intent breakdown across generation:
- 38% of baby boomers plan to shop on BF
- 40% of Gen X
- 18% of Millennials
- 3% of Gen Z
Cyber 5 creep is here. Gone are the days of Black Friday kicking off the holiday shopping season. This year:
-
1/3 of shoppers will start before Halloween (more than plan to shop on BF)
- Nearly half before Thanksgiving
Cyber Monday may be quiet too, but the older the shopper the more likely they will shop on the deal days.
Continuing the theme of the year, sales and promos will be the most influential factor in shopping decisions this holiday season.
Branding is all about aspiration, so this technique from Droga5 (via Julian Cole is genius.
Don’t ask the consumer, ask their muses.
Go to the influences. The icons. The aspirational selves.
Plus this quote from Serena Williams:
How you get there and how you achieve victories is as important as the actual victory.
Consumers want 2 things more than they want speed:
- Transparency
- Control
A survey found shoppers are fine with longer ship times as long as they got some mix of the following:
- Free shipping
- Guaranteed delivery date
- Delivery date & location control
- Real-time tracking
The Google graveyard grows.
Starting in early October 2023, any Shopping campaigns using Enhanced CC will behave as if they are using Manual CPC bidding.
Bidding strategies have evolved a lot since the launch of eCPC, so this isn’t surprising. I’m more surprised the announcement wasn’t about the end of standard Shopping Campaigns.