Hey ,

Keep your momentum going through the summer with these updates.

What are the winning brands doing in Meta?
Who will win the advertising Olympics?
How is Pinterest different to other platforms?
How should advertisers bridge the Gen Z – Millennial trend gap?

Read on!

♾️ What are the winning brands doing in Meta?

We hear this question all the time – how do I get my approach to Meta right, especially given the huge place it takes in my channel mix?

Embed a measurement focused culture from day 1.
This will aid performance long-term.
Take advantage of Meta’s entire funnel.
We see brands who have achieved strong scale spending 23% in Awareness and Consideration on average.
Utilize Advantage+. Let the algorithm work its magic.
Meta see better optimized results for the group running at least some element of Adv+.

Fospha sees this too. Digitally mature brands ($60m+ in revenue) spend 17% of budget in Advantage+. Download the full research here.

📺 Who will win the advertising Olympics? NBCUniversal is pacing ahead.

NBCUniversal projects a record $1.25b in ad sales for the 2024 Olympics. This is a huge achievement – and reflects a growing interest in the sporting event of the year.

The opening Sunday of the Paris Olympics drew 41.5 million viewers, nearly double that of Tokyo 2021.

Advertisers are also increasingly fascinated – over 70% of Olympic advertisers are new. Paris Games' overall digital ad revenue has more than doubled compared to previous Olympics.

This is a good sign for advertisers – by leveraging these major sports events, brands have potential to reach a much larger audience.

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📈 Want sustainable growth? You need to invest in the upper funnel.

We analyzed 70+ brands – and found that large brands ($60m+ in revenue) allocate an average of 18.5% of their budget to Awareness and Consideration.

Why is this a successful strategy?

It's simple – brands who only spend in the bottom-of-funnel will naturally hit a wall when they’ve reached their addressable audience.

This will make CACs skyrocket to unsustainable levels, threatening the viability of the business.

Full-funnel approach = sustainable growth long-term.

Click here for the full research.

🗞️ HEADLINES YOU CAN'T MISS 🗞️

📈 Meta expects 20% revenue rise in Q2

Meta is set to report a 20% revenue increase for Q2, driven by strong ad sales from global events like the Olympics and elections. Despite a market cap dip due to higher expense forecasts, Meta is pushing forward with AI innovations like the Llama 3.1 AI model and AI Studio for better chatbot experiences.

🏅 Snapchat explores AR experiences for 2024 Olympics

Snapchat introduces AR experiences, utilizing official highlights and Bitmojis for this year’s Olympics. This collaboration aims to deepen fan engagement, especially among the 180 million Snapchatters who engage with sports content monthly. Marketers should leverage these interactive elements to connect with users during the Games.

📱 Users are obsessed with TikTok

TikTok's influence is rising, with 63% of U.S. consumers reporting positive perceptions of TikTok ads. A survey found 35% of respondents use TikTok for product discovery so its impact on eCom isn’t surprising. With its strong user approval, TikTok continues to be a key player.

📺 Amazon Prime Video undercuts Netflix on ad pricing
Amazon Prime Video is offering lower ad rates than Netflix as it enters the ad-supported streaming market. Leveraging its vast subscriber base and retail data, Prime Video is attracting advertisers with competitive pricing and shoppable ads. This move threatens Netflix – positioning Amazon to boost its ad revenue significantly.

📌 How is Pinterest different to other platforms?

Pinterest’s VP of retail outlines the platform’s differentiation:

Pinterest is a discovery platform, not a direct sales channel. Brands should focus on capturing interest with shoppable content.
96% of searches on Pinterest are non-branded. This means brands can influence consumers early in their shopping journey.
Pinterest collaborates with retailers instead of competing, offering handoffs to brand websites for purchase completion.
The platform's appeal to high-intent Gen Z is a strong selling point for advertisers.

👐🏼 How should advertisers bridge the Gen Z – Millennial trend gap?

As Gen-Z enters their mid-20s, the style gap between them and Millennials widens, creating a challenge for brands targeting both groups.

Marketers shouldn’t focus just on generational trends, but instead make products accessible to everyone through thoughtful merchandising and targeted marketing.

Effective strategies include engaging with customers across different platforms, such as TikTok for Gen-Z and podcasts for Millennials.

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