📰 Growth Daily - Tuesday, Feb 14

1 - Superbowl Ads Buy The Numbers 🏈

📰 TL;DR - The stats are in! Here are some interesting data points:

• 51 ads shown in total (by 46 advertisers)

• $7m per 30-second ad average

• 8% increase in average ad price compared to 2022

• 37 million households tuned (up almost 3% from the year before)

• 15% average increase in app engagement compared to any Sunday

💡 Insight - The Superbowl remains the mecca of modern-day advertising and brand creativity (for the brands that can afford to enter the Superbowl chat). We aren’t surprised to see the cost to advertise increase or the average increase in app engagement given the rise of the “second screen” … We were certainly on Twitter much of the game! The Superbowl will continue to become more and more of an American religion bringing more eyeballs and more ads.

➡️ You can read the article here...

2 - Is It Possible To Focus Too Much On Performance Marketing?

📰 TL;DR - The term “performance marketing” has become synonymous with marketing initiatives that can provide almost 100% accurate attribution data. For example, if you run a TV commercial it’s very hard to say how many people actually bought a product because you ran that TV commercial. But with Facebook ads we can track with very accurate data how many people actually purchased because you ran that Facebook ad.

Well a new article in the WSJ questions if brands are focusing too much on performance marketing and forgetting brand marketing all together.

💡 Insight - It’s an interesting read that we won’t dive too much into but we can say wholeheartedly, yes! Many brands focus too much on performance marketing and forget brand marketing. The real secret to growth is when you focus on both equally!

➡️ You can read the article here...

3 - YouTube Makes It Easier To Connect With Its Influencers

📰 TL;DR - Google acquired Famebit in 2016 and quickly rebranded it into “BrandConnect” as a way for brands to more easily connect with Influencers on their platform. It was been functioning more as an agency with vetted matching and 1-on-1 connections via a person at BrandConnect than a platform, until today… They just announced they are piloting a new program for BrandConnect that would make it more of a self-service platform. See here:

"This new self-service pilot is an extension of the existing BrandConnect program, enabling creators to directly receive branded content deals from interested advertisers, follow an easy step-by-step workflow, and get paid — all in one place! You'll have the ability to review offers right in YouTube Studio, and only accept the deals that you're interested in."

💡 Insight - YouTube influencers are very slept on! Most brands don’t realize YouTubers can actually put trackable links to websites or sign-up pages in their videos making for a potentially very meaningful partnership opportunity! Perhaps well all should consider trying BrandConnect in the coming months.

➡️ You can read the article here...

4 - Research: Podcast Listeners Take Action After Hearing An Ad

📰 TL;DR - A new study found that 95% of American podcast listeners “responded” after hearing a podcast ad. The same study found that 65% of U.S. marketers will increase market spend on the medium.

💡 Insight - Brands wouldn’t be increasing their spend if they didn’t see results right? Podcast ads remain a good investment for either very niche audiences or very broad audiences. For example, if you sell a CRM to agency owners then sponsoring a podcast in the marketing audience niche would likely yield crazy high ROI. Or if your product is a vitamin supplement, sponsoring general broad-category podcasts would likely yield high ROI as well. Especially if the hosts read the podcast ad so it feels more genuine!

➡️ You can read the article here...

5 - Learning From Coke

📰 TL;DR - Coca-Cola just introduced their newest limited-time offering called “Coca-Cola Move” in collaboration with Roslía, the Grammy award-winning artist. This coke doesn’t promote a flavor like cherry or vanilla but rather a “mood” and this limited-time offering is promoting the “mood” of “transformation” … Ummm yea we don’t really get it either but the can are cool!

💡 Insight - Even though we aren’t sure if “transformation” is a “mood” we gather two insights from this:

1. We love when brands relabel things… It’s not a blog it’s a magazine! It’s not an intro call it’s an ignite call! What can you relabel?

2. Why are you doing more limited-time offerings? Special January pricing? A unique collaboration with an influencer in your space? These things create major brand affinity and get people more tuned into your brand than a typical ad or marketing collateral promoting a normal thing. There’s a reason all the big car brands have a summer sales event and a winter sales event and a memorial sales event… We aren’t saying you need to go on sale all the time but creating limited-time “events” creates more brand affinity!

➡️ You can read the article here...

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