Part and Summed Up ?? #32
Part and Sum
We’re a strategic growth partner designed to maximize your brand, product, and marketing investments.
THIS WEEK SUMMED UP
Airline bag wars, Perplexity's pop culture play, and frustrating Meta “enhancements.”
THREE PARTS THAT MATTER
MARKETING
This week, we’re flying into deeply personal territory: airline loyalties. Our team has our own preferences — some of us are Delta loyalists, while others prefer JetBlue or American. But what are the small differences that push people from one airline to another? Southwest may have given us an answer, after the airline announced that it will start charging for checked bags for the first time in 50 years.?
The move was not well received online, with many flyers taking to TikTok to express their frustrations.
A common question: if Southwest is ditching their popular bag policy, what competitive advantage does it have left? Even other airlines are trying to capitalize on the apparent miscalculation. Most recently, Frontier announced a temporary promotion that includes a free checked bag. Frontier is using the opportunity to frame the move as an “airline breakup”, with CEO Barry Biffle saying, “we’ve always had a heart,” and adding that "If travelers show us the love, we'll make these perks permanent."
Also, ICYMI: we have a new video on YouTube…about YouTube. Our Director of Media and Growth, Elliott Hasiuk, breaks down everything you need to know about organic virality on the platform. Check it out here!
CULTURE
Perplexity is taking a big swing with their latest ad campaign. The AI search giant, which fields over 20 million queries per day, is teaming up with Squid Game star Lee-Jung Jae, to show people how it can be used in high stakes situations—and poking fun at Google Search in the process. The ad was actually developed using the product itself. Perplexity was used to brainstorm the elements, and a human-led video production team took it from there.?
Our takeaway? Artificial intelligence is no longer an inaccessible tool reserved for the big tech world. AI companies are trying to cement themselves as everyday consumer-friendly brands with practical use cases— and so naturally, massive pop culture crossovers might become more commonplace in their advertising.
TECHNOLOGY
We want to give a word to the wise when it comes to Meta's auto-enhancement features, which are meant to help provide text overlays and other visual touch-ups to your ads.Lately, we've been noticing that when these features are turned on, creative assets can get a little messy looking. We're talking muddled text, mismatched catalogues, and other little fires. Needless to say, we've been manually turning them off.
TL;DR: Enhancements could be a good tool for businesses that don’t have a lot of creative fire power. But if you have a controlled vision and you're more precious about ad aesthetics, they're not worth the headache.And…remember that time TikTok went down for a day? It’s pretty far back in our memories, too. But a new report?from Columbia University shows that that chaotic 24 hours had a pretty significant impact on spending. Take a look at this graph.
The report shows that Meta’s CPM went up 10% while TikTok is dark, showing that when one major channel is down, another will always be charging more — because you can only put inventory in so many places.?
ALSO ON OUR RADAR
Strategy at goodhelp | Marketing Instructor at UCLAx
1 天前Bookmarking that stat on increased CPMs!