HMDL: Snapchat Ad Campaign Data; TikTok Management Platform; PayPal Ad Network Based On Venmo Data
hoffmann murtaugh inc.
Full-Service Global Media Strategy & Buying Agency Experts In PESO, Digital, Social, PR & Traditional
Snapchat Shares Data On Ad Campaign Performance
Snapchat has published a new study into the variance in impact of branding and direct response campaigns, and which actually drives more direct sales activity in the app.
The DL: Snapchat's new study, conducted with TransUnion and Dentsu, analyzed data from 36 advertisers over three years to compare the impact of branding and direct response (DR) campaigns on sales. The findings reveal that both types of campaigns effectively drive sales, with no significant tradeoff between them. Notably, brand campaigns often yield a higher return on ad spend (ROAS) than DR campaigns, especially in the Commerce category. The study also indicates that running brand and DR campaigns simultaneously results in greater incremental ROAS compared to running them separately. Suggesting that a combined strategy maximizes sales performance on Snapchat, should be something to consider for your media plans.?
TikTok Launches Management Platform For Creators
TikTok has launched a new dashboard where creators will be able to manage all aspects of their TikTok presence.
The DL: TikTok has introduced TikTok Studio, a comprehensive dashboard for creators to manage all aspects of their presence on the platform, including video uploads, editing, and performance analytics. This new platform is an enhanced version of the Creator Center, designed for desktop use. TikTok Studio consolidates all creation and management tools into one place, making them more accessible and streamlined. The platform offers various tools such as auto caption, photo editor, and auto cut, catering to both new and experienced creators. Although the tools are not new, their integration in a single hub simplifies content creation and management. Currently available as a web app, TikTok is also testing a standalone app version.?
PayPal Is Building An Ad Network Based On All Your Venmo Data
PayPal is introducing an advertising platform that taps into transaction data from both PayPal and Venmo users, designed to improve ad targeting by utilizing detailed information on customer purchases and spending habits.
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The DL: The new venture will be led by Mark Grether, who previously managed Uber Advertising, and will also gather data from PayPal credit card transactions made in stores. PayPal assures that customers will have the ability to opt out of data collection and that it is committed to establishing clear privacy controls.?For advertisers, PayPal’s new platform offers a unique opportunity to leverage rich consumer insights. By accessing detailed transaction data, advertisers can more accurately target their campaigns to reach the most relevant audiences, boosting engagement and conversion rates. This approach ensures more effective use of advertising budgets and potentially higher returns on investment.?
Nearly A Quarter Of Consumers Research Products Online Before Buying It In-Store?
A November 2023 survey by ESW found that 23% of US adults research products online before purchasing them in-store.
The DL: A March 2024 report by IZEA revealed that 67% of US social media users research products on social media before buying. Despite a projected 23.5% increase in US social commerce spending, consumer trust issues persist, leading many to prefer in-store purchases for quality assessment and counterfeit avoidance. These trends highlight the need for an omnichannel strategy and diverse digital content to aid consumer decision-making.
Around?The Town...
National Say Something Nice Day, celebrated on June 1st, 2024, encourages everyone to spread positivity through kind words and compliments. It's a perfect opportunity to uplift those around us and foster a more supportive and compassionate community. By participating, individuals contribute to a collective effort to make the world a brighter, friendlier place, one kind word at a time.?
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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