Cookie deprecation challenges media performance measurement, particularly for impressions-driven channels like Meta, TikTok, Pinterest and Snapchat. However, Fospha's analysis presents a more optimistic view. We teamed up with grow.coon some research into Snap's performance.
🔑 Key takeaways:
Snapchat's ROAS has consistently increased over time, showing more efficiency with higher investments spend levels. 📈
Brands scaling Snapchat should optimise across the entire funnel, starting with Snap Ads and Story Ads, which perform best. 🏆
Fospha's research supports maintaining spend in higher funnel objectives for 3-10+ months, leading to significantly improved KPIs and ROI. ⏰
Snap has enhanced its performance marketing for 2024 to address attribution issues, in line with Fospha's findings.📊
Despite potential US ban rumors, which are currently accelerating into legislation, TikTok's ad spending hit $1.2 billion in Q4 2023.
Advertisers view TikTok's challenges as opportunities for more transparency and innovation, says Digiday.
Marketers appear willing to take calculated risks to reach TikTok’s high-intent audience.
It will be interesting to see how the controversy unfolds, and how marketers’ strategies might evolve amidst the uncertainty which is only set to increase.
Privacy and performance can coexist with industry-standard adherence, fostering privacy-focused advertising and collaborative efforts for a post-cookie era. Read more.
Google's third-party cookie phase-out reduces privacy concerns but raises antitrust issues, leading to a shift towards first-party data and independent providers. Read more.
Athleisure brand Halara leverages TikTok for sales, highlighting the importance of storytelling and brand narrative over product-focused campaigns for engagement. Read more.
Relationship marketing prioritizes building long-term customer connections through understanding needs, exceptional service, and emotional bonds. Read more.
Beauty brands attract Gen Z and millennials with smaller, experiential stores focusing on foot traffic and immersive experiences for economic viability. Read more.
The Mobile Ad Creative Index by Liftoff underscores the importance of strategic ad format selection in eCommerce:
Android's CPI rates are lower than iOS's, with native ads at $0.65 vs. $1.37 and video ads at $1.15 vs. $2.83.
Video ads drive more installs (1400% higher likelihood) but native and banner ads perform better post-install (over 30% conversion rates).
UGC Impact: Liftoff's top advertisers leverage user generated content for better CPI (20% lower) and ROAS (4x stronger). Generative AI tools enhance ad performance, with 91% expecting increased productivity.
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