ClickZ Household Newsletter - 10.17.2024

PLUS: All Free Clear, Sensitive Skin Detergent teams up with Suni Lee for Eczema Awareness

Author

Sophie Bruxner-Randall
October 17, 2024 • Estimated Reading Time: 8 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:

Sweeping Trends 🧹

Home Depot and Walmart are making significant strides in the retail media landscape, each enhancing their platforms to better support brands and optimize ad media investments. Home Depot's collaboration with Vantage, a company known for its innovative self-service retail media technology, marks a pivotal shift. This partnership, which began in Canada in 2020 and expanded to the U.S. in 2022, aims to streamline advertising processes by offering a unified interface for inventory and technology access. The launch of Orange Apron Media's self-service capabilities further empowers advertisers to extend campaigns beyond HomeDepot.com, reflecting a strategic move towards integrating managed and self-service advertising options.

Walmart, on the other hand, is leveraging its strengths in grocery and CPG categories to drive a 31% increase in ad spending. The retailer's recent initiatives, including the renaming of its insights division to Scintilla and the introduction of Insights Activation, underscore its commitment to innovation. These developments allow advertisers to utilize Walmart Luminate data for more effective ad campaigns, enhancing their understanding of consumer behavior through a self-serve insights solution.

Both retailers are navigating the evolving retail media landscape with a focus on self-service solutions, reflecting a broader industry trend towards empowering advertisers with greater control and insights. As the industry continues to evolve, these strategic advancements highlight the critical role of technology and data in shaping the future of retail media.

All Free Clear

All free clear, a leading detergent brand for sensitive skin, partners with gymnast Suni Lee and the National Eczema Association to promote skin confidence during Eczema Awareness Month. The brand, recommended by dermatologists, emphasizes the importance of choosing hypoallergenic products, donating $10,000 to support eczema education.

The article highlights the importance of using pet-safe cleaning products, emphasizing that not all natural products are safe for pets. It provides a list of top pet-safe cleaners, considering ingredients, scent, and pet species. Key recommendations include avoiding harmful chemicals and ensuring proper storage to protect pets.

The 2024 Supply Chain Confidence Survey reveals that both retailers and consumers are concerned about inflation impacting holiday spending. Retailers are investing in technology to optimize supply chains, while consumers prioritize cost-effective shopping. Despite challenges, industry leaders remain confident in meeting consumer expectations through strategic innovations and efficient operations.

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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