Hey ,

We’re so glad to see you! Check out what we have in store:

• TikTok + Amazon partnership is huge for marketers but poses a question – how do I attribute for my Amazon sales?!
• Ad dollars leaving Twitter in droves...
• Meta, Google and X share insights for platform success
• Jaded London are snapping up demand on Snapchat - gaining +665% revenue growth YoY with the platform

Let’s dive in! 

📊 How are you measuring your Amazon sales?

The new TikTok-Amazon partnership is allows users to buy Amazon products directly on TikTok, streamlining the ease of purchase in a perfect way ahead of peak.

While this offers a lot of opportunity for marketers, it also poses an unavoidable challenge: how can I attribute for my sales that happen through Amazon?

Amazon’s data silo and last-click attribution limit insights into TikTok’s influence on sales.
While this partnership is a step in the right direction, it is not a complete measurement solution as it doesn't address the influence of all non-Amazon channels on driving Amazon sales.

Amazon’s market dominance remains strong, compromising >50% of total sales for some brands, making it crucial for marketers to consider how to tackle this attribution problem.

📉 X to suffer record withdrawal in advertising spend 

 Advertisers are set to pull back from X (formerly Twitter) at record levels next year, with a net 26% planning to cut spending due to concerns over extreme content and brand safety.

A Kantar survey revealed that only 4% of marketers see X as a safe platform for ads, compared to 39% for Google.

This mass exodus highlights ongoing challenges for X, exacerbated by Musk’s controversial actions and statements.

Marketers are increasingly favoring platforms like YouTube, Amazon, and TikTok over X.

😮 How Jaded London achieved 665% YoY revenue growth with Snapchat

Fospha’s full funnel attribution revealed that Snapchat was undervalued by 8X for popular fashion brand Jaded London.

With improved insights, Jaded London scaled Snapchat ad spend by 226%.

The channel ultimately achieved 665% YoY revenue growth, reporting a 47% drop in CPA and a 21% higher ROAS compared to other social channels.

Snapchat is now one of their top-performing channels while maintaining efficiency at scale.

Find out how they did it here.

Marketers consider measurement a top opportunity

Digiday's State of Ad Creative report revealed that 67% of marketers consider advanced measurement their most exciting opportunity of the year.

We have to agree - Google Analytics majorly undervalues most channels. For Meta, it gets 5X less credit than it deserves. For TikTok, 22X.

Take note marketers - is measurement number 1 for you? 😜

🗞️ HEADLINES YOU CAN'T MISS 🗞️

👻 Snapchat adds sponsored Snaps to expand ad opportunities

 New ad options include "Sponsored Snaps," ads appearing in users' chat inboxes, and "Promoted Places," which highlights businesses on the Snap Map. These features aim to provide better metrics for marketers, but there’s concern that Sponsored Snaps might irritate users. The strategy focuses on SMBs with increased ad spend.

💲4 reports for 4 generations: consumer spending habits during peak

Bazaar Voice has published 4 reports covering the spending habits across 4 generations, from Gen Z to Boomer. 34% of Gen Z say they'll buy holiday gifts on social this year, while Gen X (26%) start their holiday shopping by visiting their favorite brand's website. Millennials are the most likely group to find products via live streams (25%), while Boomers (38%) are the most likely group to scroll until they find something they like.

🎧 Spotify reveals how audio ads can drive performance 

Performance Marketing World’s new podcast episode features Spotify's Ed Couchman, who argues that audio ads are a powerful but underused channel. He highlights successful US case studies and Spotify Ads Manager's effectiveness. Marketers should consider audio advertising for its growing potential. 

❌ X aims to attract marketing spend through holiday engagement insights

 While X still drives 250 million daily users, advertiser investment in the platform is dropping. To combat this, X has published holiday insights. X claims that from November-January, the platform sees a surge in proactive, engaged shoppers, with users 32% more likely to try new products and 39% more likely to buy advertised items.

🤖 Social media platforms fuel AI ad rush with new creative tools 

 Social media giants like Reddit, TikTok, Meta, and Snap are launching AI-powered creative tools to simplify ad creation for small businesses, to make ad development faster and more accessible. The push reflects a broader trend to keep ad dollars within platforms.

🆕 Meta shares Reels marketing tips in new guide 

Meta’s Reels Performance Playbook tells marketers how to leverage the medium for peak. Top 3 tips:

▶️ Use the ‘language of reels’: Optimize 9:16 video with sound-on and safe zones.

▶️Incorporate real people, lo-fi production or UGC to make ads feel authentic, boosting CTR.

▶️ Strong hooks: capture attention in the first 2 seconds with questions or punchlines, combined with creative effects like stickers.

🤔 Google Product Director answers campaign questions 

Google’s Jyotika Prasad explains how marketers can use AI & data to optimize ad performance during the holiday season.

👉 Google’s new “Profit Goals” feature adjusts ad bids using sales and product cost data, prioritizing profit over revenue.

👉 While 80% of Google advertisers use AI-powered tools, Prasad explains that retailers control how much AI to use, from fully automated campaigns to manual customization.

How will you optimize for profitability this season?