Test more. Platforms, placements, messaging, creative. Everything. Test it all.
Advertise on podcasts, for real this time. More and more tools are being built to make advertising easier and audiences continue to grow. The time is now.
Pretty much the same as above, but for Connected TV this time.
Something I wrote too small to read, hopefully it wasnβt a great idea.
Transition to Google Analytics 4 while I can still pretend itβs my decision (mark July 1 on your calendars).
Build email lists for any client theyβre remotely relevant for. Cookies donβt need to be killed to be cancelled, we are firmly post-cookiepocalypse and need to behave as such.
When it comes to Meta properties, use some ad approaches that keep users on-platform. The company is desperate for revenue which means it will want more users spending more time scrolling, swiping, tapping, and reacting. Which means itβll be even more reluctant to let people click off to your site. But it also means we may get some new toys to play with as Zuck looks to pry more bucks from brands in uncertain economic times.