🗞️ Links & Thinks from 2023.02.17

18 Feb, 2023

You’ve Got Mail

You know those deals/offers for meal kits and food delivery services and wine clubs you get in some packages? (Just me?) Those are called ‘inserts’ (because they’re inserted into something you ordered (I hope this explanation wasn’t needed)). They’re like Valpak, but you actually ordered the envelope they came in.

They’re having a moment. After all, who better to target than the people spending money?

Generally speaking, there are two types of brands trying to reach two types of audiences through inserts, according to Smith: There’s the “emerging brand” targeting the “affluent, educated consumer” between 25 and 45, and there’s the brand targeting shoppers who skew a bit older, selling everything from medical devices to beauty products.

Brands in the first category typically leverage the insert programs offered by companies like HelloFresh, Fanatics, and Wine Insiders, according to Smith, while brands in the latter category tend to opt for inserts in publications like Reader’s Digest.

Yeah, but, what’s it cost?

CPMs for inserts range from about $15 to $80, for an average of about 5 or 6 cents per piece

More Other Earnings

Adtech company The Trade Desk had itself a quarter to end 2022. Revenue was up 24%, to end the year up 32% over 2021. Plus some traction for its post-cookie solution (thanks Disney!). Sounds like this is further proof of increasing spend on CTV and retail media.

It’s A Numbers Game?

I still don’t know what to expect for ad spend this year. Forecasts are all over the map, as are revenue reports from platforms (Uber and Lyft’s ad offerings are saving their numbers).

According to a survey, I’m not the only one.

• 30% of agency execs expect ad budgets will increase this year
• 54% expect no change
• 10% anticipate a decrease

More than 1/3 of respondents are optimistic about business this quarter.

What I’m saying is, no one knows.

Other major shifts highlighted in the findings include:

• 43% reallocating to social media.
• 29% reallocating to CTV.
• Traditional media channels remain the most vulnerable to macroeconomic-related budget cuts, with out-of-home, print and linear TV being most vulnerable.

Just The Headlines

Audiences are spending more time watching just about everything but traditional TV, report finds / Adults in the US are watching the equivalent of nine episodes of “Friends” in digital video each day.

Survey: Retailers fail to meet online customer search expectations (Not only is search good for customer experience, it can also tell you what shoppers are looking for and, depending on how the results impact URLs, can affect your SEO and/or UTM tracking.)

Meta is copying Telegram channels in Instagram / The new Instagram channels let creators broadcast updates to a wide audience of followers.

Just Some Tweets

Quick sales Tip:
“I’ll like some time to think about this”

Is a mental reflex by your prospect.

People don’t need more time to make a decision.
They need more time TO BE SURE they didn’t make a BAD DECISION.

That’s the real objection—regret.
Buyers remorse.

Handle that.

— Bruno | Einstein of Marketing (@bruno_nwogu) February 16, 2023

Google Analytics 4 rolled out an updated and has reduced the number of touchpoints available in the conversion paths / multi-channel funnel reports.

Previously, you could analyze 50 touchpoints. Now, only the last 20 are available for newer date ranges. pic.twitter.com/jn3O8pbmLq

— Charles Farina (@CharlesFarina) February 15, 2023

#Meta #ads #analytics #e-commerce #headlines #strategy #trends