Hey ,

Welcome back!

We've got an exciting roundup for you this week - here's what to expect:

Uncover secrets to scaling Paid Social ROAS 💥
Google's new Optimization Score update
Pinterest's performance-heavy global campaign
What the UK budget means for adspend in 2025
Inside Amazon's immersive 3D holiday shop?! 😱

Let's dive in!

🙌 TMW100 Awards: Fospha named a Top 10 leader in Martech!

The Marketing Weekly has revealed their 100 winners leading the future of Martech technology and innovation, and Fospha placed in the Top 10!

Voters from across the world placed their votes in for TMW 100, the world's first independent awards event championing innovation in the global marketing technology industry.

How Vanquish Fitness scaled their efficiency gains with Fospha 💪

Vanquish Fitness, a UK-based activewear brand, improved their Paid Social ROAS by 37% YoY with Fospha. Here's how they did it:

🔍 Identified saturated campaigns in Meta Conversion and reallocated this budget

🏅 Scaled TikTok by 24% YoY and saw brilliant channel efficiency (+22% ROAS YoY)

🏋️ Went full-funnel in Meta to achieve 30% better CPA

Fospha’s full-funnel attribution helped the team justify spending more in top of funnel channels.

Check out the full case study here!

📝 WISDOM OF THE WEEK ✒️

Alfonso Calatrava, Third Party Measurement Lead at Meta, talks about the importance of diversifying your channel mix to future-proof your brand's growth.

He sheds a light on how performance marketing tools, like Advantage+, increase visibility into top-of-funnel channels, which de-risk future growth and drive stronger ROI.

📌 Check out the full webinar recording to unlock all insights from our speaker panel!

🌐 SOCIAL SPOTLIGHT 📲

📊 Google Ads Optimization Score reveals competitor impacts

Google has rolled out an updated Optimization Score for its Ads platform, showing advertisers how competitor channels influence the impression share of ad campaigns. The new update may encourage increased ad spending to compete with other rivals.

📍 Google Ads expert, Craig Graham, shares his discovery on LinkedIn:

eCom Marketer - Social Spotlight Craig Graham-1

"Some of your campaigns lost impression share due to competitive pressure from Amazon.com..." 🤔

I had not seen this feature in Opti Score before. But I feel like it's actually quite valuable to point to the exact competitor that is putting pressure on the auction!

In case you missed it 🚀

(last week’s most popular article)

security _ shield, protection, safety, insurance, man, people@2x

📈 Want to boost long-term sales? Invest in upper-funnel and MMM

➡️ Research from WARC and Google highlights the importance of investing in solutions like MMM, attribution, and AI for sustainable growth across the entire marketing funnel.

➡️ Advertisers that focus solely on short-term ROI could be overlooking 50% of media returns that can be generated by brand-building activities.

➡️ Boosting brand awareness in the upper and mid funnel by 1% not only leads to a 0.6% increase in long-term sales, but also results in a 0.4% increase for short-term.

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HEADLINES YOU CAN'T MISS 🗞️

▶️ YouTube enables Shorts creators to unlock new brand partnerships

YouTube is now encouraging Shorts creators to pitch to brands for partnership opportunities, boosting monetization potential. New “Data Story” cards provide early video performance insights, while a “Most Relevant” comment filter highlights engagement opportunities. These updates support creators to build brand partnerships, optimize their content, and enhance viewer engagement.

🌐 OpenAI rolls out Search option for ChatGPT

OpenAI has now released ChatGPT Search for all Plus and Team users after a few months of trialling and beta testing. Chats now include in-citation links to sources such as news articles and blog posts, and allows users to open up the full list of references, significantly allowing for deeper and more credible insights and content accuracy for marketing campaigns.

🎁 Amazon powers 'Virtual Holiday Shop' with immersive 3D technology

The eCommerce giant is now inviting users to explore their Virtual Holiday Shop, a new and creative enhancement to the online shopping experience. Users can browse virtual stores and showrooms from brands like LEGO, Star Wars and Disney and get inspiration for festive home decor ahead of the holiday season.

👻 Snapchat expands partnership with DoubleVerify to enhance brand safety

Snapchat's continued partnership with DoubleVerify is ensuring brand safety and suitability measurement to give advertisers greater control over ad placement. DoubleVerify’s AI-driven technology and tagless integration is helping advertisers authenticate campaign quality on Snapchat and drive ad improvements.

🚀 TikTok Shop is transforming the UK's eCommerce scene

TikTok Shop is transforming eCommerce in the UK with in-app and live shopping, allowing brands and creators to sell directly. Viral content on the platform drives significant sales, with livestream-based revenue proving highly lucrative. Experts predict live shopping could account for up to 20% of online sales by 2026.

📌 How Pinterest's latest campaign boosted lower-funnel ad spend

Pinterest reveals how they got advertisers to spend more budget in their high-performance, lower-funnel solution.

Their latest global campaign, as reported on The Drum, aimed to promote their improved performance marketing suite by increasing intrigue and driving awareness to their strategic, lower-funnel capabilities.

With the intention of captivating the performance marketer audience, Pinterest relied heavily on old Hollywood action films to best communicate their updated slogan: “The P in Pinterest is for Performance”.

marketing _ promotion, protest, megaphone, woman, event, city@2x

UK's adspend set for growth driven by multi-channel strategies 📈

👉 UK adspend is forecasted to reach £43.1bn in 2025, up 6.5% YoY, thanks to strong performance across digital formats like online display and search.

👉 AA/WARC's Expenditure report reveals cautious but steady investment into data-driven, performance-oriented strategies, especially as new technologies enhance efficiency.

👉 The report underscores a shift towards digital while also valuing multi-channel engagement through TV and CTV.

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