hmdl: Gen Z Shops Creators; Google Ads Changes; Holiday Spending Drops Amid Inflation

Creators Hold the Key to Reaching Gen Z Shoppers

The DL: Gen Z is more likely than millennials to make online purchases from creators, with 73% of Gen Z doing so compared to 66% of millennials. This generation is also more receptive to creator-driven advertising, such as affiliate content, which significantly influences their purchasing decisions. As US affiliate marketing spending surpasses $10 billion, there's a growing case for advertisers to invest more in creators to effectively engage younger consumers, both online and in-store.?

Read More: EMARKETER

Say Goodbye to Enhanced CPC –?Google Ads is moving to manual CPC by March 2025

The DL: Google Ads emailed advertisers using Enhanced cost-per-click (eCPC) to let them know that in March 2025, Enhanced CPC will be phased out and any campaigns using Enhanced CPC will be migrated to Manual CPC bidding. eCPC is the lightest-touch of automated bid strategies, so it allowed you to dip your toe into automated bidding without giving Google full control by just working toward a conversion target. Google is taking that away. If you haven’t started testing which fully automated bid strategies work for your campaigns, now is the time. This change will impact how you manage your Search and Display campaigns.?

Read More: Search Engine Land

Holiday Shoppers Plan to Spend Less Amid Inflation Worries

The DL: Holiday shoppers are likely to reduce their spending this year, driven by inflation and economic concerns. According to a Bankrate survey of 2,300 adults, 33% plan to spend less during the holiday season. For marketers, this suggests a need to emphasize value, affordability, and promotions to attract budget-conscious consumers during the holiday season.

Read More: Retail Dive

What's the Download at hm?

Sarah, our Senior Communications Manager, had an exciting week, traveling to Pittsburgh and Ohio for a client site visit. She collected some great photos and videos, making the most of her time on the ground. The best part? Our amazing client, Mark at Bully Tools, happens to be a pilot and offered to fly her in from Massachusetts in his own plane! Big thanks to our client for making this trip both productive and unforgettable!

We are always up for a chat on our favorite topic: media! So, if you would like to brainstorm on how to navigate the ever-changing media landscape, we'd be happy to connect.

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