ClickZ Household Newsletter - 11.07.2024

PLUS: Finish’s New Holiday Recipe & Ultimate Clean Solution 🍽️

Author

Priscilla Soedarpo
November 07, 2024 • Estimated Reading Time: 7 minutes

Editor’s Pick 🎯

YouTube surpasses forecasts in Alphabet's Q3 earnings call

Google parent Alphabet's Q3 earnings call revealed YouTube's impressive performance, bringing in nearly $9b in ad revenue—a 12.2% increase year-over-year. This substantial growth, typically undisclosed by Alphabet, signals the platform's rising dominance in digital advertising.

👉 Fospha highlighted this upward trend in their their latest report, identifying YouTube as the second-fastest-growing ad channel for eCom brands by ad spend.

While YouTube currently reports the highest CPA among Google channels as brands adapt and optimize their campaigns, its increasing popularity reflects a broader shift toward brand-building channels for long-term growth. The platform's potential for driving brand growth makes it one to watch in coming quarters.

Niche Nuggets 🔎

Finish

Finish, a leader in the dishwasher detergent industry, has introduced an innovative side dish recipe, Mac & Cheese x Corn Bread, designed to enhance holiday hosting experiences. This unique culinary creation, developed in collaboration with digital content creator Allison Kuch and NFL player Isaac Rochell, combines classic holiday flavors with ingredients that are notoriously difficult to clean. Finish Ultimate, the brand's advanced detergent, promises to tackle these tough stains, allowing hosts to focus more on their guests and less on cleanup.

The initiative is part of Finish's broader strategy to support hosts during the demanding holiday season. By offering a product that excels in challenging cleaning conditions, Finish aims to alleviate the stress associated with post-dinner cleanup. The brand's collaboration with Resident, an experiential dining platform, further underscores its commitment to providing memorable culinary experiences. New York residents have the opportunity to taste this exclusive dish at curated dinners featuring Michelin Star Chef Mark Garcia.

Finish is also engaging consumers through a sweepstakes, offering a grand prize valued at over $10,000, including essentials from Finish and Le Creuset. This campaign not only highlights Finish's product capabilities but also reinforces its mission to promote water conservation and sustainability. By eliminating the need for pre-rinsing, Finish Ultimate empowers users to save water, aligning with the brand's commitment to a healthier planet.

USA TODAY

Popsmith's Popper is featured in Oprah's Favorite Things 2024, highlighting its innovative design and quality. This recognition boosts Popsmith's profile, emphasizing its commitment to enhancing the popcorn experience. The Popper is available on Amazon, supporting small businesses. Oprah's list serves as a key holiday shopping guide, promoting diverse brands.

Tineco's Trade-Up Campaign invites you to upgrade to advanced cleaning technology, offering efficient, eco-friendly solutions. With models like Carpet One Cruiser and PURE ONE Station 5, enjoy powerful suction and smart features. Participate by submitting proof of your current vacuum for a discount on Tineco's innovative products.

Dirty Labs has expanded its product line at Whole Foods with the Bio Enzyme Dishwasher Detergent, a 2-in-1 eco-friendly formula. This detergent, available in two scents, combines advanced bio enzymes with natural ingredients, offering effective cleaning without harsh chemicals, aligning with Dirty Labs' commitment to sustainability and safety.

Amazon is strategically expanding its range of everyday essentials to counter competition from Temu and Shein. By leveraging its extensive warehouse network, Amazon can offer low-priced items efficiently. This approach boosts customer frequency and basket size, despite pressure on average selling prices from rivals like Walmart and Target.

Leading Voices 📣

Jamie Bolton reveals how top eCommerce brands drive resilient growth:

🌐 Diversification is Key: A diverse channel mix acts as an “insurance policy” for brands amid rising CPAs and a challenging market.

🔄 Stay Agile: What worked last year may not work today. Top brands adjust their strategy over time, adapting to new growth levers as they mature.

📊 Measurement Matters: With channel diversity comes more complex measurement needs. Only with full-funnel attribution can brands assess their channel mix and remain agile.

For a full rundown, check out the full post!

Performance Pulse 📈

Ad prices fell in Q3 2024, impacting ad spend growth in search and social. Retail media saw a click surge, while new formats outpaced traditional channels. Amazon DSP and Google Performance Max showed significant growth. Lower prices increased ad volume, especially in retail media's purchase funnel.

To navigate rising holiday advertising costs, diversify your strategy by incorporating platforms like TikTok, YouTube, and Connected TV. These channels offer competitive pricing and reach new audiences. Focus on user-generated content and platform-specific strategies to optimize engagement and conversions, ensuring a successful holiday marketing campaign.

Front Row, an acceleration company, helps brands optimize e-commerce strategies on platforms like Amazon. By leveraging Deal Days, brands can boost sales and visibility. Success requires planning, unique offerings, and nurturing customer loyalty. Effective SEO and affiliate marketing are crucial for sustained growth and maximizing long-term benefits.

ClickZ is a Contentive publication in the DTC Ecommerce division