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Meta recommends 30% of your budget be allocated to Advantage+ Shopping campaigns (if applicable).

Meta rep told me they think it’ll hit at least 60% in the not-too-distant future.

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Finished reading: How to Say No by Diogenes 📚

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Why “Curious Marketers Club”?

In the words of James Clear:

There are many recipes for success. There is no single way to win. But nearly all recipes include two ingredients: curiosity and drive.

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Yup

JPMorgan’s pivot to advertising means all companies are adtechs now

The crumbling of cookies has shifted value from third-party cookies to first-party cookies.

Which means anyone who has customer data can now create an ad platform.

&, as we’ve seen repeatedly lately, ads are where large scale revenue growth happens these days.

via Financial Times

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YouTube is big enough that it’s its own category when it comes to how people watch videos

via eMarketer

A chart showing how US viewers watch digital video with over-the-top (OTT) services #1, YouTube second, then subscription OTT. Lagging behind the top 3 is ad-supported video on demand (AVOD), free ad-supported streaming (FAST), and way back is digital pay TV.
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Reddit has launched their Meta catalog and Google Shopping ads clone: Dynamic Product Ads.

Very tempted to try these since the forum has taken over Google Search results (part of the licensing deal courtship?).

& there’s this:

Reddit is saying Dynamic Product Ads drove 1.9x greater Return on Ad Spend (ROAS) when compared to conversion objective campaigns, based on the results of testing in Q1.

Reddit is a destination for shopping / product research, why not try to close the loop and turn it into a purchase driver.

via Search Engine Land

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The power of influencers continues to grow, but their status as a marketing channel has been recognized and accepted:

“authenticity” as a valued trait in influencers may be on the way out. Only 35% of Gen Z consumers said they cared most about authenticity from influencers, while 47% said they cared about follower count.

Traditional cool may be back in vogue for 2024, and what’s more traditionally cool than popularity?

via Marketing Dive

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So about them cookies

Google delays third-party cookie phase-out to 2025 (maybe)

For the third time, Google has postponed the anticipated deprecation of third-party cookies in its Chrome browser.

Consider this a grace period to get your plans in order.

via Search Engine Land

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About that TikTok ban

The Senate passed a bill on Tuesday that would restrict the video app TikTok, a historic development in government regulation of social media that’s on track to quickly become law.
…
It received overwhelming bipartisan support in both chambers of Congress: The Senate passed the package 79-18 and the House approved the TikTok portion of the bill 360-58. President Joe Biden signed the legislation into law Wednesday.

Far from the end of this saga, but this is as real as a ban has seemed so far.

via USA Today

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Temu is spending like crazy on advertising

“As a result, this increases everyone’s CPA (cost per acquisition) on platforms like Meta and Google because large advertisers like Temu are monopolizing ad inventory and heightening the costs of the advertisers targeting the same audiences.”

over 9,000 active Temu ads are running across platforms.

Be prepared for shifts. These systems (Meta’s auction) are volatile, and businesses should always be prepared to pull back when need be, and have a toolkit of options for where to place their online ad dollars.

2024 gonna be bumpy.

via Adweek