ClickZ Meta Insider Newsletter - 10.17.2024

PLUS: Learn how Meta’s new brand safety features protect your ad placements

Author

Sophie Bruxner-Randall
October 17, 2024 • Estimated Reading Time: 9 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 🍪

Meta has found success in AR and VR through smart glasses, particularly the Orion prototype. This marks a shift from its initial VR focus. The company plans to engage developers and expand its Ray-Ban Meta glasses. Despite past challenges, Meta's stock has rebounded, reflecting renewed optimism.

Meta is expanding its AI chatbot to Brazil, the UK, and several other countries, enhancing global connectivity. This move includes new language support, such as Arabic and Vietnamese, broadening accessibility. Meta's recent innovations, like celebrity voices and visual processing, aim to create more personalized and engaging user experiences. These advancements promise to transform eCommerce by fostering genuine connections between brands and customers.

  • Meta's AI tools are set to revolutionize social commerce, offering instant, AI-driven product recommendations.

  • The integration of celebrity voices adds a human touch, potentially increasing engagement and conversion rates.

  • As AI technology evolves, it offers a more intuitive shopping experience, reducing consumer friction and enhancing satisfaction.

Meta introduces new tools to enhance brand safety on Facebook and Instagram, allowing advertisers to mute comments and control ad placements. These updates aim to protect brands from inappropriate content and maintain their reputation, reflecting a shift towards more controlled interactions in the evolving social media landscape.

Major ad platforms like Google and Meta are promoting generative AI for holiday ads, but brands remain cautious. While AI offers efficiency, especially for small businesses, larger brands hesitate to fully adopt it. As AI tools evolve, particularly in video, they may become more appealing for advertisers.

Meta's approach to hardware development is both innovative and structured, offering a fascinating glimpse into the future of technology. At the heart of this process is Reality Labs, where ideas are nurtured from inception to completion. Imagine a team dedicated to prototyping the most imaginative concepts—this is the pre-discovery phase. Here, the wildest ideas are tested, creating a "proof of experience" that captures the essence of potential products.

Once an idea shows promise, it moves to the discovery phase. This stage involves a dedicated team examining the industrial design, cost, and feasibility of the product. It's a meticulous process that ensures only the most viable concepts advance. By understanding this method, you gain insight into how Meta is shaping the future of AR and AI-enabled wearables, fostering innovation and growth.

Meta's AI-generated Northern Lights images sparked debate, as users preferred authentic experiences over digital recreations. The debate highlights ongoing concerns about AI's impact on photography and art. As society navigates these complex issues, it's crucial to balance innovation with authenticity. Engaging with AI responsibly can enhance learning and creativity, but it's essential to respect the unique value of real-world experiences.

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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