Now, the breakdown:
Ah, the finally rising CPMs have arrived! A slow start to the year and there's no relief in sight. CPMs are up across the board on all platforms.
But so are CTRs. A busy week for marketers as we move into the start of February and the inevitable push for Valentines Day sales, which are glaringly obvious from the success of the jewelry vertical last week.
Valentine's Day is an industry-specific holiday. What constitutes a gift through this time is basically set in stone, a rare moment in our shifting culture where decades of marketing have created a bastion of traditional purchasing. If you have to really stretch for your product to be considered a gift, perhaps you shouldn't bother running a promotion this year.
Meta conversion metrics are showing some interesting fluctuations. As the Super Bowl approaches, are massive brands playing around with their spend and throwing off performance? This is hard to measure from our data, but it's what we suspect. Either way, exciting things coming from the biggest advertising day of the year.
Some helpful links and news we found:
🔭 Download the Northbeam 2024 Marketing Preview. The first in many free guides to come this year.
📹 AI generated video is here: meet Google's Lumiere. The end is nigh!
🍪 How will cookie deprecation affect Northbeam? Spoiler alert: it won't.
⚡ How to use the Northbeam sales page - your ultimate 101. Follow along and learn the real power of first-party data. It's a breeze.
🧀 Google's post-cookie ad platform tests aren't quite going as planned. Exploring the rift between advertisers, the advertising, and the advertised.
Job postings we like:
🌱 Senior Director, SEO & Growth - World of Good Brands: a media-focused role for some cool publications.
🤐 Head of Growth Marketing - [Secret company]: a talent agency is seeking a skilled marketer for a mature DTC brand that will go unnamed, for some reason. The DRAMA!
📚 Head of Growth Marketing - Book of the Month Club: A HOT new role!!
