Tips and Tricks: Case Studies to Share
| Some weeks you just need snackables to get through the work day. With that spirit, here are a handful of tips and tricks to share. Some are tactical and some are strategic, but they’re all interesting lessons that can help your brand grow. Non-Clickable Channel Measurement – A colleague working on lift testing stumbled across an interesting correlation. The more a channel is considered “view based,” e.g. YouTube or OTT, the higher its correlation to lifts in Amazon sales. The hypothesis is that when consumers can’t click, they search products on Amazon. In the case study cited, Meta’s lift to Amazon was 39% and YouTube’s was 74%. Great tip for Amazon e-retailers. Using AI To Help SEO – AI is rapidly changing SEO. Some of the LLMs, like ChatGPT, provide copy – meta tags, title tags, meta descriptions; alt text for images; code for schema markup; H1, H2 and H3 tags – all specific to your website. FREE. Great tip for startups. Clean Rooms For Digital Advertising Are Easier Than You Think – Clean rooms are democratized for smaller brands. Snowflake has a super intuitive tool to share customer lists between synergistic brands. In clean rooms, your list isn’t disclosed to the other brand and vice versa. But this new. combined, audience can be assigned an ID and found through a variety of ad platforms. We highly recommend testing this in the age of cookie signal loss. (Disclaimer: Mediastruction is a certified Snowflake partner.) Dull Creative In Your Ads Has Big Cost to Media Mix – A new white paper from marketing scientist Peter Field, System1 and eatbigfish says that “dull” advertising is prevalent and that “dull” ads are paid advertising poison. OK, that sounds dramatic, but their research shows that dull ads require a lot more of paid media investments to elicit consumer reaction; that neutral reactions don’t negate negative reactions, so you can’t “dull” your way out of negativity; that B2B is infamous for dull ads, which aren’t growing their top line (opportunity here for B2B brands to gain market share) and that using some neuroscience can help save your ads from the dull-drums. (see below) |
| Attention & emotion left/right brain quadrant chart from Look out by Orlando Wood. |
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