Hello readers! 🌟

Welcome to our April newsletter! We’re diving into the digital deep end with the latest scoop on all things tech, trends, and TikTok (because let’s be real, it’s taking over one dance at a time). 

This month, we’re serving up a smorgasbord of sizzling updates, from Snapchat’s new presets to Google’s cookie drama. Plus, we’ve got the inside scoop on upcoming webinars that’ll have you navigating the digital landscape like a pro. But wait, there’s more! We’re spilling the tea on Earth Day campaigns, sharing expert tips for dominating Amazon, and exploring the ever-evolving Meta and TikTok platforms.

So grab a snack, take a brain break, and get ready to soak up all the latest and greatest in the world of digital marketing!

xoxo,

The Editors

In this Edition:

• Things we’re keeping an eye on 👁️
• Upcoming webinars & events 🗓️
• Graphs, charts, and data to make you look cool to your boss 📈
• Tips & Tricks 🤹
• Industry & platform updates 🚨
• “That’s Hot!” Moments 🔥
• From the desk of… Olivia Leonard 👩‍💻

Things We’re Keeping an Eye on… 👁️

TikTok is working to expand their Search targeting capabilities, launching a Beta that allows advertisers to upload keywords to target. Previously, TikTok rolled out the functionality to include Search Ads as a placement, and this feature will help expand this feature from a targeting perspective. 🔎

Also be on the lookout for a revamped Ads Manager dashboard soon 👀 

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A massive update that came through toward the end of April is that Google will miss the 2024 cookie deprecation deadline. Per the Privacy Sandbox site: 

” We recognize that there are ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers, and will continue to engage closely with the entire ecosystem. It’s also critical that the CMA has sufficient time to review all evidence including results from industry tests, which the CMA has asked market participants to provide by the end of June. Given both of these significant considerations, we will not complete third-party cookie deprecation during the second half of Q4. We remain committed to engaging closely with the CMA and ICO and we hope to conclude that process this year. Assuming we can reach an agreement, we envision proceeding with third-party cookie deprecation starting early next year.“

What does this mean for advertisers? Although third-party cookie deprecation won’t occur until 2025, advertisers shouldn’t diverge any in-progress plans to future-proof their advertising business. Brands should consider using the rest of the year to shift toward identity solutions that will minimize the cookie deprecation impact. Yes, that may mean sacrificing short-term gains for long-term stability, but it’s a trade that will pay off when the inevitable occurs.

Upcoming Webinars & Events 📢

IAB’s Commerce and Creativity: Revolutionizing Audience Engagement

May 13, 2024 at 3:00-3:45 PM EST

Sponsored by LiveRamp and TikTok, this webinar will explore the synergies between retail media, shoppable ads, and seamless omni-channel experiences, while examining how data collaboration, measurement methodologies, and emerging channels are reshaping the customer journey. Attendees will gain insights into leveraging data-driven strategies, adaptive creativity, and forward-thinking approaches to create compelling, shoppable experiences that resonate with audiences across multiple touchpoints.

Register HERE.

Conquer Connected TV: Proven Strategies for Growth

May 23rd, 2024 at 1:00-2:00 PM EST

Join brand and media experts from shopper intelligence leader, Catalina, as they share case studies and explain how agencies and brands can leverage the latest CTV trends to drive growth. Learn how to overcome the hurdles of shifting your media budgets from linear to CTV and design actionable strategies tailored to meet your goals. In this session you’ll discover how to: Capitalize on the latest trends, supercharge your TV targeting, and measure what matters through advanced analytics and omni-channel measurement strategies.

Register HERE.

Top 5 CDP Use Cases to Drive Growth and Revenue in 2024

On-demand Webinar Access HERE.

While customer data platforms (CDPs) are at the forefront of driving meaningful digital transformation for businesses, one of the biggest barriers to making the most of a CDP is understanding the distinct ways a business can take advantage of it to achieve its transformation goals. Experts have showcased real-world examples of how leading organizations are leveraging CDPs to:

• Build robust first-party data assets through direct-to-consumer initiatives.
• Implement cross-channel customer lifecycle marketing strategies
• Drive revenue
• Enhance performance
• Deliver exceptional customer experiences, and more

Explore the French Quarter with Top QSR Brands

LIVE on June 3-6, 2024 at the Hotel Fontenot in New Orleans, LA

MediaPost’s QSR Brand Insider Summit is the only place where the best marketers from the biggest quick-service and fast-casual restaurants come together to have real, in-depth conversations about what they’re experiencing and what’s working in the industry.

P.S. Let us know if you saw our team at the IAB 2024 NewFronts in NYC on April 29th – May 2nd! 🎉

Featured Chart 📊

Who are the most popular online shopping platforms?

According to these stats from Forbes, Facebook reigns supreme as the ultimate social commerce hub. A whopping 51% of survey participants say that the app is their go-to for shopping. It’s no surprise that the other half of the Meta-verse, Instagram is a close second place.

In other interesting, but not totally shocking, news, 91% of us are hitting “buy now” straight from our mobile devices. With mobile commerce expected to dominate 62% of retail sales by 2027, it’s time to make sure your website is thumb-friendly. 💳 Mobile shopping is no joke—it generated a whopping $491 billion in sales last year alone! And get this: it’s set to double to a jaw-dropping $856 billion by 2027.

We ❤️ Mother Earth!

While skepticism still surrounds corporate sustainability efforts as a whole, we wanted to take a sec and honor a few standout campaigns making waves in light of Earth Day on April 22 🌎. We love a brand that can do both 😉: care about their consumers and the role they play in the environment. So, here are 3 brands that rocked our world:

Impossible Foods took a bold step by unveiling their ambitious project, Impossible Ranch, showcasing their commitment to sustainable meat alternatives. Through social media engagement and virtual experiences, they’re inviting consumers to be part of the journey towards a more eco-friendly future.

Hellmann’s is tackling soil erosion head-on with their “Save Our Sandwiches” initiative. By raising awareness about regenerative agriculture and offering consumers a fun way to participate through plushie adoptions, they’re making sustainability both engaging and adorable!

And let’s not forget Angry Birds teaming up with EarthDay.org to spread awareness about plastic waste through their Birds Helping Birds campaign. Through their popular game and eye-catching ads in Times Square, they’re leveraging their platform to inspire action and educate players about the environmental impact of plastic.

Looking ahead, brands can take notes from these campaigns to ramp up their sustainability efforts. Gen Z, known for valuing authenticity and action, wants brands to go beyond “greenwashing” and make real changes. So, whether it’s reducing carbon emissions, implementing circular packaging, or supporting conservation efforts, sustainability is the new cool, and brands that embrace it will earn the respect and loyalty of the next generation of consumers. 🌱🌳

Tips & Tricks: Optimize Amazon for your DTC Brand 💸

Ready to take your DTC game to the next level on Amazon? Well, buckle up because we’ve got the ultimate 2024 Amazon DTC Guide. Amazon is like the ultimate VIP club with over 300 million active users worldwide… It provides an insanely expansive audience for DTC sellers to tap into.

Here are 7 ways to utilize Amazon’s reach to engage with new segments and boost your brand’s visibility across borders:

1. Focus on Product Presentation: Quality images, detailed descriptions, accurate titles, and competitive pricing are essential for driving conversions. Think high-quality pics, juicy descriptions, and titles that POP! Also, don’t forget to price your products just right to hook those millions of buyers.
2. Consider Fulfillment by Amazon: FBA? More like your brand’s new personal assistant! Evaluate if Fulfillment by Amazon (FBA) aligns with your order fulfillment requirements. With Amazon’s trusted shipping and customer service, you can sit back and watch those sales soar! For real, sellers using FBA benefit from Amazon’s trusted shipping and customer service, leading to increased sales and increased customer satisfaction. 
3. Embrace Product Promotion Tools: Beyond organic traffic, leverage Amazon Sponsored Products and Amazon Marketing Services to amplify your product visibility. Forget blending into the crowd—your product deserves the spotlight! These tools empower you to create targeted ad campaigns and optimize your cost-per-click for optimal results, giving your brand the VIP treatment. 
4. Monitor and Analyze Your Performance: Regularly track key metrics such as traffic and conversions to refine your sales and marketing strategies. Check those metrics the way I check if I hit 10,000 steps. By always checking those analytics, you’ll have all the data you need to level up your strategy and keep those sales rolling in.
5. Continuous Optimization is Key: Brand optimization is an ongoing process. Keep those listings fresh, captions snappy, and SEO game strong. If you’re feeling extra motivated, you could also implement a solution for automated reporting, sales forecasting, and actionable insights tailored to DTC growth on Amazon. 
6. Engage with Amazon’s Seller Support Programs: Don’t be shy, Amazon’s got the hookup for new sellers! Take the New Seller Success program, offering valuable incentives, dedicated support, and early access to deals and features, setting you up for success from the start. 
7. Cultivate a Holistic Brand Presence: Don’t keep your brand locked to one platform – let it shine everywhere! Integrate your off-platform presence with your Amazon storefront to create a cohesive brand experience. Leverage features like cross-promotion and enhanced content to drive traffic and watch that customer engagement BOOM!

Read more on how to leverage Amazon for DTC brands HERE, HERE, and HERE

Platform Updates 🚨

Platform Update #1: Meta AI 👾

Meta AI, the latest brainchild from Meta, is making waves across Facebook, Instagram, and WhatsApp in over a dozen countries. This new AI tool aims to be your digital sidekick, serving up real-time info and creating connections without ever leaving the app. From finding the perfect rooftop restaurant to researching your Roman Empire, Meta AI has your back. But here’s the kicker: there’s no off switch – once Meta AI’s in, it’s in for good. Yup, you heard that right, and users have A LOT to say about that. 

Take, for instance, the awkward moment when a Meta AI chatbot crashed a private Facebook mom group to talk about its gifted child. Another tried to give away nonexistent items to confused members of a Buy Nothing forum… But fear not, group admins can flick the switch and shut it down. Yet, for the broader Meta AI presence, it’s a one-way street: no opting out, just endless assistance. So, whether you’re ready to embrace the future or itching to search the old-school way, Meta AI’s here to stay, for better or for worse.

Platform Update #2: TikTok Notes 📝

In the realm of social media showdowns, TikTok’s latest move with “TikTok Notes” feels like the ultimate battle for digital dominance. With TikTok Notes making its debut in Canada and Australia, it’s clear that TikTok is ready to shake up being recognized as a solely video-first platform by continuing to dip their toes in the photo-sharing game to rival the likes of Threads and X. Syncing seamlessly with your existing TikTok account, Notes brings a fresh two-column grid layout and a focus on useful content that packs a punch. It’s a departure from Instagram’s aesthetic-driven vibe, signaling a shift towards substance over style. Plus, with automatic photo magic and e-commerce dreams on the horizon, TikTok Notes is poised to become a force to be reckoned with. But the question remains: will it conquer the space or find its own unique niche in the digital universe? Only time will tell, but one thing’s for sure – it’s game on for TikTok.

Platform Update #3: New custom preset features in Snapchat

Oh happy day! We love a good workflow improvement 🙌

Platform Update #4: Meta roles out updates to ASC

Meta has been consistently rolling out updates to their ASC product. You are now able to define your engaged customers (think website visitors, app engagers, etc.) and existing customers (1P data) to receive reporting breakdowns for new, engaged, and existing customers under the “audience segment” breakdown level in Ads Manager. Previously, you could only leverage existing customer breakdowns. 💡

“Just Walk Out” Tech… Hot 🔥 or Not 🚫?

“Just Walk Out” technology has ignited a heated debate, with some hailing it as the future of shopping convenience and others eyeing it warily, concerned about potential errors and privacy issues. Amazon, the pioneering force behind this tech, unleashed it back in 2018 at its Amazon Go store in Seattle. Since then, it’s spread like wildfire to third-party retailers, airports, and even sports stadiums.

For many shoppers, the allure of breezing through a store sans checkout lines is irresistible. Who wouldn’t love the freedom to grab what they want and stroll out, bypassing long lines and, oftentimes, clunky self-checkout technology. But, as with any groundbreaking technology, there are hiccups along the way. Just ask the customer who found herself overcharged and wrongly billed for items she never bought. Despite Amazon’s reassurances of “extreme accuracy,” such mishaps have left some shoppers skeptical.

Just this April, Amazon decided to phase out its Just Walk Out technology in some grocery stores, this notable as it represents a shift away from its own proprietary solution towards a different approach. Instead, they will introduce smart shopping carts as an alternative checkout solution, including features such as real-time receipt viewing and nearby deal discovery, aligning more closely with consumer preferences. Along with their drawback on their own tech, recent headlines have further fueled the debate. Amazon’s decision to swap Just Walk Out for Amazon Dash smart carts in some locations has stirred speculation about the tech’s efficacy. Reports of overseas workers, particularly in India, being integral to the system’s operation have only added to the controversy. While Amazon vehemently denies such claims, questions linger about the technology’s transparency and reliability.

So what do you think, is there a future for the Just Walk Out tech, or should we keep our carts full and our wallets at the checkout?

From the Desk of Olivia Leonard: Meta and TikTok Creator Campaigns 🤳

Meta and TikTok Creator Campaigns: A how-to guide to set your team up for success!

Welcome back to “From the Desk Of” – a unique feature section where the talented minds at AdParlor share their insights, expertise, research, & experiences with our readers. We love a good dose of creativity so you’ll see these topics change from month-to-month with a consistent focus on innovation, strategy, & creative in the paid social industry.

This month, we’re honing in on building the foundation for a successful creator campaign across Meta and TikTok with one of our strategic Account Managers, Olivia Leonard. Enjoy a robust creator checklist for Meta and TikTok to help your team get started and blaze a successful path forward.

Did you know?

And as if the above stats don’t speak for themselves, creator content DOES drive results. Check out our recent success running BAU vs. UGC/Creator content. 

We know how important enticing creative is to paid media and we especially know how integral creators have been in helping drive that enticing creative and, ultimately, consideration and conversion. If you’ve been trying to get your team on board with creator content and don’t know where to start, we know just the people 😉!

When you are trying to chat with a creator on all the items they need to launch content for your brand: 

About the Author: Olivia Leonard, Account Manager

Olivia joined the AP crew in 2021 as an intern then grew into her role, as a strategic Account Manager specializing in CPG retail. Her passions: Dachshund obsessed 🐾, Concert goer 🎶, Espresso martini connoisseur 🍸, Adventure seeker 🌎

What she’s watching and loving lately: I watch all things Bravo, you just can’t go wrong! I watch Summer House, all of the Real Housewives series, and Vanderpump (it’s a job in itself to keep up with all the drama, I love it!). Outside of watching reality TV, I have been loving trying new coffee shops and restaurants in Kansas City. I also love a good facial and self care day.💅

Head over to our AdParlor blog for the full checklist to ensure you’re set up for success on your next creator campaign!