Key takeaways from Fospha's webinar uncovers the secrets you need to know as you scale up - joined by market-leading brands + Meta
YouTube dominates, Amazon and Hulu leverage data, Netflix shortens ads.
Gen Z: Values quality, trusts influencers, spends on wellness, sustainable products.
Dive in!
🚀 Fospha’s Webinar – Key Takeaways
On Tuesday, Fospha was joined by Meta, Represent & The Essence Vault, revealing the Secrets of Scaling Brands.
The panel discussed Fospha’s new report, expanding on the most effective growth strategies at every lifecycle stage, with focus on incrementality, testing, and ad platform best practices for success.
Key takeaways:
Adapt your strategy as you grow. Early focus might be on revenue and traffic, but mature brands should prioritize optimizing CAC & new customer growth.
Testing and measurement are crucial in identifying opportunities for diversification.
Utilize Advantage+ and creative testing to significantly improve Meta’s performance and scalability.
Balancing short-term ROI with long-term growth requires sophisticated cross-channel measurement and understanding of incrementality.
The opportunity here is huge. According to last week’s Netflix data, nearly 2/3 of ad-supported viewers are watching programming for more than 10 hours every month.
🗞️ HEADLINES YOU CAN'T MISS 🗞️
🎞️ Reels Over 90 Seconds Can Hurt Reach Instagram warns creators that Reels over 90 seconds can hurt reach, impacting engagement and distribution. For marketers, shorter Reels are essential for better visibility and audience retention.
🔎 How To Use Google Ads’ New Customer Acquisition Goal Customize customer definitions, optimize audience segmentation, monitor and adjust campaign parameters, and start with low new customer values for testing, gradually increasing as you refine your strategy. Marketers should remain conscious that Google only has visibility over its own activity, which is a flaw of this feature.
📊 What 6.5bn Data Points Revealed About How Brands Grow Kantar's research reveals 3 key growth accelerators for brands: predisposing more people, being more present, and finding new spaces. Marketers can leverage this data for strategic decision-making to maximize brand impact.
🤖 Google Search’s New AI Overviews Will Soon Have Ads Google plans to integrate ads into its AI-generated search summaries. In addition, Google plans to test a new search ad experience that guides people through “complex purchase decisions,” e.g. AI could analyze photos uploaded of furniture to suggest short-term storage options to users.
🎯 Gen Z’s Purchasing Power is $450bn+ Just in the US – Here Are Their Spending Habits
Shopping Habits: Prioritize value and quality over brand loyalty
Social Media Influence: Use social media for product discovery; trust influencers
Cautious Mobile Spending: Comfortable spending $20-50 via mobile; prefer in-person shopping for higher-priced items.
Health and Wellness: Significant spending on health, wellness, and mental health products; prefer sustainable products.
TL;DR: Marketers should optimize for mobile, use social media effectively, partner with influencers, highlight sustainability, offer deals, and maintain high quality.
📝 Podcast Ad Revenue Growth is Slowing
Podcast ad revenue growth slowed for the 2nd consecutive year in 2023 but is expected to surpass $2 billion in 2024, according to the IAB’s US Podcast Advertising Revenue Study. The slowdown is being attributed to a tough advertising climate impacting mid-tier companies. Despite this, the IAB predicts a rebound with a 12% growth rate in 2024 – so podcasts are still one to watch for advertisers.
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