Issue 092: The 3rd Age of Effectiveness 🚀

Can we all just spare a thought for all those folks who have to put on fancy corporate clothes and deal with real life people for a living?

While we sit here in our Superman undies tippity-tapping on our computers, sipping coffee, wine, bourbon, macha, whatever… let’s not forget our colleagues “in the mines” as it were.

Here’s to you. 🍻 

| TWEET OF THE WEEK

I was on a call recently with some talented media buyers about creative testing strategies and production processes.

I am not a media buyer, but understanding how the data we see can dictate production and creative decisions is so important to make great ads.

So many people focus on net new ideas; honestly, you might just be one minor edit from a high-performing ad.

We will chat about how to look at the data and then make those edits for your ad account.

1. Let's get back to the data basics

There are many metrics you can look at, but here are six metrics that I focus on:

1. Hook Rate or Thumbstop Ratio = 3-second Video Plays / Impressions.

This metric helps us understand if we are getting viewers' attention or if they are scrolling away within the first 3 seconds of the ad.

2. Average View Duration

This metric lets you see where people are losing interest in the ad and scrolling away in the ad.

3. Average View Duration % = Average View Duration / Length of Video

All videos have different time lengths, so it is good to see how much of the video they watch on average.

4. Hold Rate = ThruPlays / 3-second video plays

This metric is a ratio to show how interested viewers are in the ad content, not just the first 3 seconds of the video. Retention in the video is essential to understand.

5. Click Through Rate (CTR)

A click doesn't mean they will buy, but at least we can see if they want to learn more.

6. Return On Ad Spend (ROAS) **

The goal is to get people to buy, so you want to see the return on your ad spend be positive, not negative. ROAS gives us a good view of purchases from an ad.

** If ROAS is not your north star metric, it may be MER - that should replace ROAS. The goal is to answer this question, does this ad help hit your goal? I like to look at ROAS, but I know other media buyers and people have other targets they look at.

READ THE REST

| TOGETHER WITH YOTPO

It’s 2024. There is simply NO excuse to be sending irrelevant texts to your customers.

Okay… but HOW? How do I stop sending stupidly irrelevant texts to my thousands of customers?

Yotpo’s got the full scoop on your subscribers. 🕵️ 

…and with the nuclear meltdown of your email marketing channel as of the beginning of February, you might also be thinking that right about yesterday would be a sweet time to put a bit more focus on your SMS strategy, right? (Or, at least you ought to be thinking that.)

That’s what Yotpo is thinking, too. 😉 But not just any ol’ generic spray-and-pray SMS campaigns. In 2024, we send smart SMS.

• Plan Intelligently: Save time on planning with data-driven recommendations from AI that actually works and 180+ shopper engagement data points to guide your segmentation & messaging strategy.

• Engage Effectively: Ignored messages suck. 👎️ Deliver only relevant, personalized messages at the most lucrative moment, skyrocket engagement AND revenue with friction-free experiences like Click-to-Buy.

• Grow Sustainably: Scale confidently. Get smart spending recommendations, maintain a lean and effective subscriber list, and expand globally with 200+ supported countries.

If you haven’t seen DTC social these days, here’s a hint: Everyone is getting Yotpo SMS demos to see what the fuss is about. 😳 

| YOUTUBE UNIVERSITY

The 3rd Age of Effectiveness

| QUICK SHOTS 🥃 

• @binghott: Stop breaking the law in your ads and websites (and anywhere else)! I put together a thread of @RobertFreundLaw's most valuable threads so far to help keep you and your brand out of court! Bookmark these…

• Ben Zettler: All the talk is about First Party Data. What is it and more importantly, how can you use it?

• Alexandra Greifeld: There Are Only 4 Types Of Employees You Will Hire. Hopefully you'll never encounter #4.

• @RyeMcKenzie: You guys are in for a treat today. I had my team whip this up last night. It's our internal SOP to creating bulletproof landing pages. We followed this exact process to make my brand $100m in 3.5 years

• Jon Ivanco: Talk to a customer next week. Ask them real questions about who they are. Build a better business.

| HERE FOR THE MEMES

| AND IN OTHER NEWS…

| GET LINKED

I’m pulling back the curtains on my WINNING ads.

I haven’t seen any brand founder or marketer do this before, so I’ll be the first.

In this video, I’ll walk through our winning ad creatives, how I’m going to iterate them - and how you can benefit from the learnings, too.

These 4 minutes cost me $78,382 in ad spend - but you can get the learnings.

| YOU’RE HIRED

Brand

• CMO / Director of Growth & Ecommerce (Super Speciosa)

• Lifecycle and Retention Marketing Director (Tipsy Elves)

• Brand Manager (ResBiotic)

• Senior Media Buyer (Bryan Anthonys)

• Wholesale Account Exec (Bryan Anthonys)

• E-commerce Manager (Glade Optics)

• Director of Growth Marketing / Demand Gen / Paid Acquisition

  SwimOutlet.com)

• CX Assistant Manager (Flux Footwear)

• Senior Content Writer (DMoose)

SaaS

• Growth Lead (SARAL)

• Senior Media Buyer (Remotely Talents)

Got a job you want us to list? Let us know.

| THE OUTRO

We’re outta here, y’all Enjoy your weekend! Don’t buy too many Trump shoes, but definitely make lemonade out of lemons in similar fashion if you get a chance.

Adios! ✌️

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