Hi ,

Happy February! This week, we're diving into:

The strongest channel for new customers 💪
Everything you need to know about Alphabet's Q4 Earnings Call - with Meta to be expected next week 📈 👀
Developments in Amazon's ad offering 📢
TikTok transforming Shoppable Ads ❗

And much more!

Kick your month off right with Fospha. 🚀

Fospha Reveals TikTok as the Strongest Channel for New Customer Acquisition!

📐 Unlike the ad platforms or GA, Fospha has the ability to discern whether purchases driven by specific channels are from new customers or repeat purchasers.

Our latest research revealed TikTok as miles ahead of the competition for average % new customers – perhaps unsurprising, due to the channel’s popularity for product discovery.

Despite a lower % of new customers, Meta is still the strongest for scale, and evidently a powerful platform for retention. For the strongest strategy, support Meta activity with new customer acquisition through TikTok and Generic PPC.

Click here to download the full report.

Alphabet Q4 Earnings Call: Google Ad Revenue Up, but Misses Expectations

📈 Alphabet Inc., Google’s parent company, achieved a record-breaking advertising revenue of $65.52 billion in Q4 2023, marking a YoY increase.

💰 A 12.7% gain in search revenue was accompanied by a strong increase in revenue for YouTube ads by 15.5%. This demonstrates that marketers are starting to invest more in impressions-led media.

📉 However, Google investor confidence has slumped. Alphabet's stock sank after the company reported its Q4 earnings this week, which missed analysts' expectations on ad revenue.

📊 The market response signals the importance for marketers to stay adaptable in their strategies.

Find more on Alphabet's Q4 Earnings Call here and here.

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🗞️ HEADLINES YOU CAN'T MISS 🗞️

📱 TikTok Incorporates Gen AI to Transform Shoppable Ads

TikTok expands its automated feature that could make all posts shoppable, by identifying objects in every video, then prompting viewers to “find similar items on TikTok Shop” – transforming casual browsing into a potential sale opportunity! Read more.

🚀 Consumer Loyalty is Vital to Success in 2024, New Research Suggests

A reported 91% of consumers value discounts for sharing their data and 82% appreciate brands striving to build a relationship with them. An interesting insight for offline channels is that email is preferred for consumer purchases (50%). Read more.

🔍 Shopify Rolls Out Store Fulfilment Option for Brick-and-Mortar Merchants

Shopify's new 'ship from store' feature for POS customers addresses inventory challenges. This blurring of the line between online and physical stores is an important growth area for Shopify. Read more.

🤖 Impact of Custom AI in Digital Advertising

Custom AI employs first-party data and contextual signals to refine content selection with machine-learning models, surpassing standard segments in accuracy. Read more.

📻 How Can Podcasts Drive Brand Outcomes?
Podcast advertising on Spotify is reportedly valued for its impact, authenticity, and diverse content, with brands leveraging data and analytics for strategic targeting and measurement. Read more.

Amazon Introduces Prime Video Advertising

Starting February 5, Prime Video movies and TV shows will include limited advertisements.

🚀 Bonus Impressions Offer: To boost initial sales, Amazon offers bonus impressions for marketers spending at least $50,000 on Prime Video's launch.

💰 Competitive Pricing: Prime Video's $36 CPM is considered fair, contrasting with Netflix's initial $65 CPM, signaling a potential shift in the connected TV landscape.

🤔 Budget Allocation Dilemma: Brands must decide whether to fund Prime Video investments from commerce or CTV budgets, depending on their existing relationship with Amazon.

For more on Amazon’s new offering, click here.

The Rise of the Iconic Stanley Quencher!

From a 1913 invention to the 2023 Christmas craze, the Stanley Quencher has evolved, capturing hearts and dominating the market. Our friends from Soar With Us break down the key lessons from this iconic journey:

🌟 Quality Matters: Quencher's lifetime guarantee and durable features create a buzz.

🌐 TikTok Triumph: Viral TikTok videos reach millions globally.

⏳ FOMO Fuel: Exclusive drops and limited availability create FOMO, making the Quencher a sought-after status symbol.

📖 Storytelling Magic: "Built for life" isn't just a slogan; it's about being a daily companion for workouts, workdays, and adventures.

Dive into the full article here.

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