ClickZ Gifting Newsletter - 11.07.2024

PLUS: Etsy's Waldo charm & Amazon's gift-sharing makeover

Author

Rachael Kennedy
November 07, 2024 • Estimated Reading Time: 7 minutes

Editor’s Pick 👑 

YouTube surpasses forecasts in Alphabet's Q3 earnings call

Google parent Alphabet's Q3 earnings call revealed YouTube's impressive performance, bringing in nearly $9b in ad revenue—a 12.2% increase year-over-year. This substantial growth, typically undisclosed by Alphabet, signals the platform's rising dominance in digital advertising.

👉 Fospha highlighted this upward trend in their their latest report, identifying YouTube as the second-fastest-growing ad channel for eCom brands by ad spend.

While YouTube currently reports the highest CPA among Google channels as brands adapt and optimize their campaigns, its increasing popularity reflects a broader shift toward brand-building channels for long-term growth. The platform's potential for driving brand growth makes it one to watch in coming quarters.

Perfect Picks 🎁

With the holiday season approaching, digital gift cards are emerging as a practical and sustainable choice, appealing to both eco-conscious consumers and those valuing convenience. The gift card market, expected to hit $239 billion by 2025, has long relied on plastic cards, which have a significant environmental impact due to their non-recyclable PVC material. Digital gift cards offer a cleaner alternative, eliminating the need for physical production and reducing energy consumption associated with shipping.

Aligning with today’s digital lifestyles, these cards provide instant, secure delivery to mobile devices, often through digital wallets, and drastically cut down the carbon footprint tied to traditional gift cards. Retailers adopting digital options stand to enhance their brand reputation by showcasing a commitment to sustainability and addressing consumer demand for eco-friendly solutions.

Etsy launched its holiday marketing campaign, “Give ‘I get you’ gifts,” with a media plan that includes TV spots, out-of-home placements and social media. A 60-second anthem spot features Waldo, of “Where’s Waldo?” fame, as he’s greeted all over the world but only moved upon returning home and receiving a personalized gift from Etsy. The character then uses the platform to buy holiday gifts.  

Throughout the season, Etsy is engaging with consumers through podcasts and experiential activations, like a recent holiday pop-up shopping experience in New York City, a first for the brand. Etsy’s latest campaign sees the business continuing to position itself as an online marketplace for gifts made by real people. 

Amazon’s new holiday shopping features focus on making the gift-buying experience smoother and more engaging. By introducing tools like personalized recommendations, social sharing options, and a “Consult-a-Friend” feature, Amazon highlights a shift in the market toward accessible and collaborative online shopping experiences. This development reflects broader trends in retail, where ease of use and integration with social channels are becoming essential for enhancing customer satisfaction and driving holiday sales. The focus on quick, intuitive pathways from product discovery to purchase sets a precedent likely to influence future approaches across the retail landscape.

Swan Mill Group has acquired The Gifted Stationery Company, enhancing its portfolio with complementary products. CEO David Byk and Gifted's Nigel Parr, who will remain involved, share a business ethos. The acquisition promises growth opportunities, particularly with the Hey Hugo brand, benefiting both UK and international markets.

OneCoast partners with Motif Mints and Cuddle Kind to enhance its 2025 vendor package. These brands offer unique products, like Cuddle Kind's hand-knit dolls supporting fair trade and Motif Mints' artistic mint tins. This collaboration aims to provide retailers with distinctive, high-quality offerings that resonate with today's consumers.

The Gift Sales Manager Association (GSMA) has announced its new board of directors for the 2024-2026 term, bringing fresh perspectives and expertise to the gift and home industry. This change promises continued growth and innovation, building on the solid foundation laid by the outgoing board.

The newly elected board includes:

  • Richard Freeman, President (DM Merchandising)

  • Daniel Radillo, Vice President of Membership (H&H Group)

  • Ashley Jankowsky, Vice President of Technology & Marketing (Type Set Co.)

  • Jason Soejoto, Treasurer (Duke Cannon Supply Co.)

  • Dawn Grooters, Secretary (Broken Vessel Sales Solutions)

  • Jen Heamer, Special Projects (M&W Design)

  • Randy Spoor, Parliamentarian

The board's term began on October 21, with a focus on enhancing sales management and expanding the industry's reach.

Leading Voice📣

Jamie Bolton reveals how top eCommerce brands drive resilient growth:

🌐 Diversification is Key: A diverse channel mix acts as an “insurance policy” for brands amid rising CPAs and a challenging market.

🔄 Stay Agile: What worked last year may not work today. Top brands adjust their strategy over time, adapting to new growth levers as they mature.

📊 Measurement Matters: With channel diversity comes more complex measurement needs. Only with full-funnel attribution can brands assess their channel mix and remain agile.

For a full rundown, check out the full post!

Performance Pulse 📈

LinkedIn's new research highlights the effectiveness of connected TV (CTV) campaigns for reaching decision-makers. With LinkedIn's CTV ad options, you can extend your marketing to platforms like Paramount and Roku. This approach could enhance your campaign's reach, especially among influential LinkedIn users who regularly consume CTV content.

To navigate rising holiday advertising costs, diversify your strategy by incorporating platforms like TikTok, YouTube, and Connected TV. These channels offer competitive pricing and reach new audiences. Focus on user-generated content and platform-specific strategies to optimize engagement and conversions, ensuring a successful holiday marketing campaign.

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