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- Thursday Dec 26
Thursday Dec 26
Crys A.
December 26, 2024
In partnership with
🚨 In today’s newsletter 🚨
Your Shortcut to Podcast Guesting Success
Is TV the Missing Piece in Your Ad Strategy?
Analyzing Holiday Campaign Data: How to Use Insights for Q1 Success
From the NBA to Oatly: Learn Their Secrets
Latest News: Elon Musk’s xAI lands $6B in new cash to fuel AI ambitions & more…
Let's Dive Into It! 👇
#1
Your Shortcut to Podcast Guesting Success
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The best way to advertise isn't Meta or Google – it's appearing on dozens of podcasts that your customers already love.
You could write a few emails yourself to podcast hosts...
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With PodPitch.com...
Log in with your email
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Emails pitching your team as the perfect next guest will start sending out automatically to podcast hosts.
Big brands like Feastables are already using it instead of expensive PR Agencies.
#2
Is TV the Missing Piece in Your Ad Strategy?
Happy Thursday!
Hope y’all had an amazing Christmas yesterday and have your campaigns going strong!
How many of you knew that the very first ad slot on Television sold for just $9? Yep, you heard that right.. $9!!
As we all know, TV ads used to dominate marketing in the US (and still play a major role). In fact, TV ads were the biggest ad channel by total spending in the U.S. for around 60 years, from the late 1950s to the mid-2010s. In the late 1940s and early 50s, TV advertising was just beginning, with spending fluctuating between 8 and 9 figures annually.
By the 1960s, this number had grown into the billions. From the 1980s through the 2000s, TV ad spend in the U.S. consistently increased, reaching tens of billions annually by the 2000s. Between 2015 and 2016, TV ad spend in the U.S. peaked at approximately $79 billion. The years leading up to that time also saw similar figures.
Here’s my take on it:
TV is still a MAJOR ad channel and if you’re profitably spending more than $100K/month on digital ads, you should be testing TV.
Over the last 12 months, I’ve talked with A LOT of brands who are spending anywhere from 100K-2M/month on paid social ads across Meta, Google, TikTok, Pinterest, Twitter/X, and Snap.
Many of these brands ask me what other channels they should be testing to achieve new and better results as they scale, and I’ve been recommending more brands to run a test with TV!
Here’s 5 reasons why I like it:
1. TV drives new reach: As brands increase spend on any channel, they will eventually be met with some level of saturation. The good news about TV is that there’s an additional 100M+ households in the US with either a set top box or a SmartTV/ Connected TV subscription. It’s a MASSIVE demo and CMOs shouldn’t ignore the reach.
2. Competitive CPMs: The best thing about TV is that the creative doesn’t affect the CPM price. The CPM price is set by the networks and channels (i.e publishers) and it’s NOT like Facebook where if your creative isn’t “liked” by Meta’s black box ad algorithm, then you have to pay more. CPMs on TV fluctuate by season and channel and can be as low as $3 but generally range from $10-25 depending on the inventory that you want to buy. I like Vibe.co for this.
3. Selling more! News flash: TV would not be a 60BN/year channel if it didn’t work. Sure, the attribution might not be as good as Meta, and more people are using their mobile phones than ever to consume content, but TV absolutely still drives sales. It’s great for older demos (i.e the ones who have the most cash) and a powerful direct response TV ad can absolutely crush it for brands to drive sales.
4. The Halo Effect: After running TV for a while, you’ll often see stronger paid social performance within the areas and cohorts that you’re targeting. Branded search will increase immediately and you’ll often have improved results on your paid social campaigns for weeks after your commercial airs.
5. Becoming a “Household name”: The concept of “becoming a household name” was largely influenced by the role TV ads have played in popularizing brands over the years. TV has a certain way of “legitimizing” brands, especially to older demos. Being able to say “As seen on TV” matters to buyers, which just adds another layer of social proof and trust to what you sell. Anyone with $10 and a profile can run ads on Meta. We've all been ripped off before when buying something on social. TV networks are not risking lawsuits and are very careful about any claims that are made.
Alright folks, that’s it for today!
What would you like to learn more about in 2025? Let me know using this form, and I’ll focus on those topics as I start to build my content calendar.
-Ibrahim
#3
Analyzing Holiday Campaign Data: How to Use Insights for Q1 Success
The holiday season might be over, but the work isn’t done yet.
This is the perfect time to dig into your campaign data and uncover insights that will set you up for a strong Q1.
Your holiday campaign performance holds the keys to refining strategies, understanding your audience better, and unlocking more revenue in the months ahead.
Here’s how to do it.
1. Break Down the Key Metrics đź“Š
Start by identifying the most critical metrics from your holiday campaigns.
What to Analyze:
ROAS: Which campaigns delivered the best return?
CTR (Click-Through Rate): What creatives captured attention?
Conversion Rate: Which landing pages turned visitors into buyers?
AOV (Average Order Value): Did upsells or bundles impact the revenue per customer?
Action Step: Highlight the top-performing and underperforming elements for each metric.
2. Identify High-Performing Audiences 🎯
Not all audiences are created equal. Now’s the time to segment and analyze.
What to Look For:
Which audience segment (e.g., past buyers, lookalikes, interest-based) generated the highest ROAS?
Did any new audience type outperform your expectations?
Are there patterns in demographics or purchasing behaviors?
Action Step: Use these insights to refine your Q1 targeting strategy and prioritize high-value segments.
3. Evaluate Ad Creatives and Messaging 🎨
Your ads are often the first impression, so analyzing their performance is crucial.
What to Examine:
Did certain creatives (UGC, lifestyle shots, product demos) perform better than others?
What messaging resonated most (discounts, urgency, or value-driven)?
Were there any standout headlines or CTAs?
Action Step: Repurpose top-performing creatives and messages for Q1 campaigns to maintain momentum.
4. Assess Product-Level Performance 📦
The holiday season can reveal which products resonate most with your audience.
What to Evaluate:
Which products sold the most and why?
Did certain bundles or upsells outperform standalone products?
Were there any unexpected bestsellers?
Action Step: Use this data to guide inventory decisions and plan Q1 promotions around popular items.
5. Learn from the Misses đźš«
Holiday campaigns don’t always go as planned, and that’s okay. Use these missteps as learning opportunities.
What to Reflect On:
Which campaigns underperformed and why?
Were there bottlenecks in your funnel (e.g., slow landing pages, cart abandonment)?
Did certain offers fall flat with your audience?
Action Step: Address these gaps by improving user experience, tweaking offers, or refining your ad funnel.
6. Apply Data to Your Q1 Playbook 🗂️
Now that you’ve gathered insights, it’s time to turn them into action.
What to Do:
Double down on winning strategies from the holidays.
Launch retargeting campaigns to re-engage holiday visitors and customers.
Test new audiences or creatives based on patterns identified in your data.
Pro Tip: Use holiday data to create lookalike audiences that mirror your highest-value customers.
Your holiday campaign data is more than just numbers—it’s a roadmap for growth. By analyzing performance, identifying key learnings, and applying them strategically, you can set the foundation for a successful Q1.
What’s one insight from your holiday campaigns that you’re excited to act on?
If it's Testing & Scaling Meta Ads Profitably, that's where we can help you out.
#4
From the NBA to Oatly: Learn Their Secrets
Ready to master marketing like the pros?
Subscribe to Masters in Marketing by HubSpot and get:
🏀 Exclusive stories from brands like the NBA and Oatly.
đź“š Easy-to-digest tips you can act on today.
đź’ˇ Fresh ideas to elevate your next campaign.
đź“°IN THE NEWS
Elon Musk's AI startup, xAI, has secured billions in new funding to fuel its ambitions in the AI space. This investment could lead to significant advancements in AI technology, potentially disrupting various industries.
Facebook and Instagram are enhancing shopping experiences through tighter integration with Shopify, offering businesses more efficient inventory management, marketing tools, and streamlined order processing. This partnership supports both growth and compliance, creating a seamless path for social commerce.
Saks Global has completed its acquisition of Neiman Marcus, signaling a significant shift in luxury retail. This move includes leadership changes and aims to reshape the luxury market and boost both brands' e-commerce and physical retail strategies.
Have any questions that you need help with?
Ask here - look out for Friday’s issue where Ibrahim will answer them.
If you want to reach our audience, email [email protected] or set up a call here