The 4% | Edition 003
The 4% was an idea from the end of 2019, that I only ever shared 2 editions of. So welcome to the 2022 revised version.
Each week I'll share the Top 20% of digital advertising news and actions. From time to time I'll add in a quote or long read on leadership or life that I think will add value too.
Bob Hoffman | The Programmatic Poop Funnel
If you don't already follow Bob, he is the perfect anti-dote from only drinking digital advertising kool-aid! He cites research showing only 9c from every $1 of programmatic advertising is actually spent on ads. Horrible.
Dr Grace Kite | Online marketing is effective at brand building
Combining Bob's research on Programmatic with Dr Kite's insights on online media mix on effectiveness, is a double-whammy blow for Programmatic being your lead digital channel. As the % of online budget spent on Display reduced in favour of Paid Social / YouTube and Search, the effectiveness of digital advertising increased.
Facebook (I mean Meta!) simplifying Ad Objectives:
From when we're not 100% sure at this stage. But some point when Ads Manager goes Meta, you will only have the choice of;
Awareness, Engagement, Traffic, Leads, Sales and App Promotion.
David Cohen
Instagram outlines 2022 Growth Plan:
Loved the opening paragraph of this article; Throughout 2021, we saw Instagram copy virtually everything that TikTok has to offer, and according to Instagram chief Adam Mosseri, you can expect even more of the same in 2022, as the platform looks to focus on its key areas of growth - and in particular, consolidating its video formats to maximize engagement.
So the takeaway is plan for Video Assets, plus expect Organic Reach to be impacted by the Chronological feed update.
Andrew Hutchinson
What KPIs others use?
Fascinating that lifetime customer value is still yet to kick into the mainstream.
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