Hey ,

Welcome back!

How've you been? We've got some exciting updates for you this morning...

Here's how to avoid last click death ☠️
Meta to offer less personalized ads
TikTok Shop: deals and discounts galore
Snap says two screens are really better than one?!
Shopify's "outstanding" Q3 results 📈

Let's dive in!

📝 WISDOM OF THE WEEK ✒️

TikTok's Head of Measurement, Steve Lockwood, discusses how brands can truly succeed on TikTok by taking advantage of its full-funnel capabilities.

He emphaszes that spending further up the funnel will help lay the foundation for sustainable and profitable growth, allowing brands to create more demand to capture.

📌 To unlock more insights from our DTC expert speaker panel, check out the full webinar recording.

🌐 Meta to offer less personalized ads for users in Europe

Meta is planning to give European users the option to receive less personalized ads, in compliance with EU regulators.

Instagram and Facebook users in Europe will be able to choose to see ads based on what Meta calls "context", or content that a user sees during a particular session on the platforms.

The move sees Meta's continued effort in tinkering its business model to adapt to the EU's regulatory environment and growing de.

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How to optimize digital ads for creative effectiveness 💪

Looking to level up your creative campaigns?

Kantar and Marketing Dive's latest infographic aims to help agencies and brand clients elevate the creative effectiveness of their digital advertising.

Download now to learn more about:

➡️ The benefits of creative and effective ads

➡️ How creative quality impacts ad effectiveness

➡️ Four strategies to boost digital creative effectiveness

🌐 SOCIAL SPOTLIGHT 📱

🔎 Avoid death by last click, embrace Paid Social

Fospha's VP of Growth, Jamie, uncovers the dangers of last click in fully understanding the incremental impacts of your ad spend, and how Fospha is proving the true value of Paid Social for clients through data driven measurement. ⬇️

eCom Marketer - Jamie Social Spotlight Icon-1

Last click attribution is the devil you know. 👿

We all know it's bad, but people stomach it because at least they understand it. The problem is that businesses using it don't always understand how bad it can be.

Fospha proves time and time again that Paid Social is far more effective than LC leads you to believe.

And this data isn’t just a one-off – LC constantly undervalues TikTok conversions for even more brands that we work with...

📌 Check out Jamie's full post on LinkedIn!

In case you missed it 🚀

(last week’s most popular article)

TMW100 Awards: Fospha is a Top 10 Martech Innovation leader! 🙌

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.

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HEADLINES YOU CAN'T MISS 🗞️

🎵 Inside TikTok Shop's strategic holiday shopping campaign

TikTok is ramping up for BFCM weekend with Brand Palooza, its holiday shopping campaign taking place on Shop. Major brands like Benefit Cosmetics, HeyDude and The Ordinary are partnering to offer exclusive products, deals and discounts, along with a heavy lineup of celebrities and creators hosting live shopping events for shoppers on the platform.

👻 Small screens, big returns: Snap's deep dive into video consumption trends

New research from Snap in partnership with Dentsu and Kantar highlights the impact of advertising on different screen sizes. The study reveals that 67% of consumers watch videos daily on mobile devices compared to 50% on TVs, while shorter ads on mobile screens capture stronger visual attention more effectively.

📌 Pinterest launches gift discovery search features to surge in-platform shopping

Pinterest is rolling out new features to assist in holiday shopping on the platform. Users now have the option to create custom wishlists and save celebrity-curated Gift Guides, expanding on its range of search functionalities. The platform has also released an AI-powered display of extra personalized pins for users with its "Holiday Finds" tab.

🤖 Introducing Grok: X tests free version of AI chatbot

The social media platform is currently testing a free version of its AI chatbot, 'Grok', across multiple regions. Built by Elon Musk's other company xAI, the chatbot has made a limited number of querying and image analysis functions available across both free and premium users. The rollout signals xAI's readiness to begin collecting user feedback and usage stats in order to compete with bigger AI giants in the market.

🛍️ Google shares the top trending products of 2024

Google has published the 2024 "Holiday 100" list, showcasing the most Googled products across a range of categories leading up to the shopping surge. The platform highlights the rising search interest in major product categories, outlining the trends that took over 2024 and contributing to market research insights.

📈 Shopify climbs up to new all-time high in Q3

👉 Shopify shares reached "outstanding" record highs, reported in their third-quarter earnings on Tuesday.

👉 Their Q3 operating income jumped to 132% YoY to $283 million, with revenue growth up 26% to $2.16 billion overall.

👉 With the ramp up to the holiday season, merchants are looking to Shopify to provide the tools, unmatched speed, and reliability to maximize their peak period success.

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Brands prep for an online-heavy holiday shopping season 💳

A record 53% of holiday shopping is expected on mobile this year, and brands are readying their sites and socials to meet the demand.
This record-high has jumped 51% from last year and 40% from 2020, driven by increased mobile usage and the rise of eCommerce giants on social media like TikTok Shop.
Brands looking to drive sales this holiday season are prioritizing online-friendly shopping experiences to capture the attention of incoming shoppers.

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