ClickZ Meta Insider Newsletter - 10.10.2024

PLUS: Horizon OS Avatars Get Major Update

Author

Sophie Bruxner-Randall
October 10, 2024 • Estimated Reading Time: 7 minutes

Ad Week New York 🎤

ADVERTISING INSIGHTS
✨ Fresh Insights from AdWeek 2024

Missed AdWeek 2024 in New York? No worries! Chair of Contentive Lee Arthur attended, capturing fresh insights. Here's a snapshot of what you need to know:

  1. Transition to Profit-Focused Metrics: The shift from traditional ROAS to profit-driven metrics emphasizes the need for DTC marketers to evaluate the true impact of each channel. This aligns with findings from Fospha's latest report, highlighting the importance of optimizing customer acquisition across platforms like Meta, TikTok, and Snapchat.

  2. First-Party Data Utilization: Emphasizing first-party data is crucial for creating personalized advertising experiences. As brands enhance their omnichannel strategies, leveraging this data will be key to delivering consistent messaging across all touchpoints.

  3. Full Funnel Measurement Challenges: Understanding how different channels contribute to conversions is increasingly complex. The insights shared at Adweek emphasize the necessity for sophisticated full funnel measurement tools and strategies.

  4. Platform-Specific Strategies: With unique strengths across platforms, DTC marketers must adapt their approaches accordingly.

Specialty Bites 🍪

Meta's new AI tool, Movie Gen, generates and edits high-definition videos using text prompts. While promising, it's not yet public due to cost and time constraints. Concerns about AI's impact on creative industries persist, echoing issues raised by AI image generators. Meta trained Movie Gen on licensed and public datasets.

Meta's latest update for Ray-Ban smart glasses introduces reminders and voice messaging via WhatsApp and Messenger. You can now interact with Meta AI more seamlessly, scanning QR codes and calling numbers effortlessly. Future updates promise real-time speech translation, enhancing the glasses' functionality and user experience.

Webinar Wrap 🎧

This week, we attended Fospha's pre-peak webinar on Acquiring Customers Profitably During Peak Period. Here's what we learned:

  1. Competition is hot – so be prepared

With the ad economy rebounding and cross-channel CPA up 13% YoY, brands need to step up. Dan Sava compared Peak Period to the Olympics—each year, competition gets tougher, and brands need to start preparing early to stay competitive.

  1. Go full-funnel to unlock scaling potential in Paid Social

There is still huge headroom for brands to scale Paid Social, but there’s a knack to creating a sustainable approach. A full-funnel strategy. Henry Linney shared how Seraphine boosted returns by investing more in Paid Social Consideration and Awareness, while Dan Sava highlighted Nike’s method of educating customers early to ensure they’re ready to convert by Black Friday.

  1. Don’t ignore TikTok

The panel highlighted the huge value in TikTok’s seamless consumer experience, from discovery to purchase. Dan Sava added, “Most, if not all, brands should try it.”

🎥 Watch the full webinar here!

More Meta Insights 🌟

Meta

Meta's latest update enhances Horizon OS avatars, aiming to boost user engagement by offering more realistic and customizable digital personas. This update seeks to strengthen emotional connections between users and their avatars, potentially improving retention in Meta's VR ecosystem. Enhanced customization options promise a more immersive and relatable experience.

Facebook advertising agencies often falter due to poor audience targeting, weak ad creative, and inefficient budget management. These missteps can waste resources and hinder eCommerce success. Groove Commerce offers solutions by optimizing targeting, enhancing ad creativity, and managing budgets effectively, ensuring better returns and improved campaign performance.

Messaging apps like WhatsApp are vital for boosting sales by providing direct, personalized communication with customers. They enhance engagement through real-time support, interactive content, and personalized promotions. Integrating WhatsApp with other tools streamlines operations, ensuring a seamless customer experience and fostering brand loyalty.

Performance Platters 🍽️

Social ad spending targets younger audiences with low-cost products, leveraging platforms for direct-response ads and video formats. Media and entertainment use social media for game installs amid reduced TV spending. Retail and CPG dominate social ad spend, driven by competition from Shein, Temu, and D2C players.

Brands face "deal fatigue" as constant sales events pressure budgets and loyalty. To stand out, they innovate with exclusive products, tiered discounts, and added value like loyalty points. Despite challenges, Prime Day remains crucial. Adaptation is key in navigating this evolving retail landscape, ensuring sustained customer engagement and growth.

Retailers are starting holiday promotions earlier due to inflation and a shorter shopping season. With a focus on budget-friendly options and early deals, marketers aim to capture consumer interest. Enhanced in-store experiences and creative delivery strategies are key to building customer loyalty and adapting to economic challenges.

ClickZ is a Contentive publication in the DTC Ecommerce division