Tatiana Mattos

This will bring a seismic shift on performance advertisers will start expecting. but aren't we raising the ROAS bar too high that a) display and other broad format ads cease to exist and audience understanding is the key b) customer behaviour understanding and targeting are only levers where social has an edge works and c) ecommerce based partnerships soon become inevitable coz sales platform and non-sales ott, social becomes and norm and customer data flows with ease. marriage between biggies like amazon, google and meta and Netflix will soon happen.

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Uber is expanding its Journey Ads platform by introducing programmatic media buying to its in-app ads on the Uber Rides app. Demand density is the name of the game for companies like Uber who also have persistent identity (logged-in experiences) at scale. 🎯 Uber's ability to leverage persistent identity and demand density allows it to offer more precise and effective advertising options through programmatic media buying. 🏆 Companies with persistent user identities can provide advertisers with superior targeting options compared to those without such data, making their platforms more attractive for ad spend. 💸 By efficiently utilizing their logged-in user base, these companies can drive significant revenue from their advertising platforms, leveraging detailed user data to deliver personalized ads that perform better. For Uber and similar companies, leveraging persistent identity and demand density allows them to create highly effective advertising environments. TL;DR there’s a lot of room for Disco to run 🏃‍♂️‍➡️

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Here's one of the things I obsess about these days: -> The difference between Product-Market Fit and Go-to-Market Fit <- Why? Firstly, I saw 🐶 Jacco van der Kooij speak at SaaSiest, and also saw 🚁Roee Hartuv speak in Evergrowth's event two months ago - they really know their stuff, and sparked some interesting ideas here on the topic for me. Secondly, I've noticed that people have had a tendency to bundle these together for quite some time, which has meant, historically, that there's been a tendency to scale prematurely. The start-ups/scale-ups that are going bankrupt these days, or the ones really struggling are the ones who scaled because they had PMF, but NOT GMF. The difference is like this: With PMF you have: • A product that solves a real problem for real people, which compels them to use it regularly. • Recurring impact, which in return keeps users coming back We measure it by looking at things like usage retention (I know there's a million definitions, but hang on) With GMF you're more looking at: • A scalable source of new customers that you can acquire reliably and economically Here we're looking for a CAC Payback of <1 year In essence, companies, and VC's even more so, need to realize that: PMF ≠ GMF We're not at a point right now where "growth at all cost" reigns supreme, we're at a point where marketing is run by CFO's (aka. expense managers). And to get out of that, you need to find GMF FIRST, then you can convince them to put pedal to the medal. Only then. #MondayRant #b2bmarketing #gotomarket Frederik Saabye Møller Ethan Collins Meg Parker Johannes Kristoffersen Søren Jensen Ingrid Kovalská Federico Fossati Theresa Sophie Bode Mille Øye Johnsen Frederikke Fogh Gus Murray Mie Elmkvist S. Jennifer Montague Glen Hagensen

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According to this WARC report, brand safety and suitability are at the top of the 'worry list' for marketers and agencies. For me, the trust conversation has to be at the publisher level, not the word level. Keyword block lists are a bit like setting a mallet on a Brazil nut – it's overkill, and it wipes out far too much. Very few words are, in and of themselves, unsafe or unsuitable – it's the context in which they are used that determines brand suitability. As a glaring recent example, Reach had 45% of their Euro 2024 coverage marked as unsafe for including words like 'shoot'. In the context of football, the word 'shoot' is clearly harmless. 🙈 In the early days of digital, and before programmatic advertising, advertisers trusted websites to do the right thing with their brands, and it worked for the most part. I think we need to return to a trust conversation at the publisher level, with advertisers building a list of trusted sites to partner with. Only 30% have done so thus far, according to this report ... I think we need to see that number rise. 💬 - What are your views on managing brand safety? 60% of advertisers and agencies are concerned about brand safety in programmatic advertising - https://lnkd.in/g49s9hCH #brandsafety #programmatic #advertising

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Why affiliate marketing doesn’t work - Our pivot story What is affiliate marketing? Brands partner up with “affiliates” who promote the brand’s products and affiliates earn a share of the sale - typically 10% - as a commission. The promise of affiliate marketing is that brands don’t have to spend any upfront marketing costs. The affiliates only make money when the sale happens, so they have skin in the game. A consumer buys products through the affiliate - the affiliate is usually a content creator these days. Like communism, affiliate marketing looks like a win-win-win for everyone - the brand, the affiliate (the content creator), and the consumer. But, again, like communism, the devil is in the details. Big brands do not need affiliate marketing because they are household names and have enough capital to spend directly on ads and other marketing streams. Small brands are the ones who need affiliate marketing because they are strapped for cash and need efficient ways to market their brands and products. We talked to a few small-medium-sized brands. And we tested the affiliate marketing hypothesis. We made an affiliate link for a brand. We had to convince a creator (50k subs), but she wouldn’t do an affiliate deal because of the potential low conversions. We came up with a hybrid model where we pay the creator upfront and we, our company, take all the affiliate commissions. A win-win-win for the brand, the creator, and us. We just had to manage the risk of making the money - recover what we pay the creator and earn through the affiliate commissions. So, we paid the creator ₹4k - a relatively small amount, to test our hypothesis. The video goes live. And after 24 hours….we get 3 unique viewers through the affiliate link and zero conversions. It was a teaching moment. Creators want to make good money on their promotions. And, as affiliates, they can’t make high conversions with smaller brands. The consumers likely haven’t heard about these smaller brands and strongly prefer to buy from bigger brands. So, affiliate marketing for content creators with smaller brands doesn’t make sense and affiliate marketing for bigger brands doesn’t make sense because they don’t need to do it, like I said before. So, in conclusion, affiliate marketing is a compelling idea but the market incentives are just not there. The best 20% of the brands responsible for 80% of the e-commerce sales don’t need affiliate marketing. And the content creators don’t make enough money through smaller brands. Tinyshop, our company, has pivoted since realizing this and is working on something else. We’ll have more to share in a few weeks (not more than 3 weeks.)

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🚀 Audited ad accounts for a high-growth, $30M Ecom. 10 recs we gave to scale faster & profitably ➡️   Google:   1. Use Blotout or Elevar to maximize conversion signals sent to ad platforms.   2. Pass micro-conversions (not only purchases) to better train ad algorithms.   3. Don’t fight PMAX. With 1-2, it blows the doors off manual media buying.   4. Optimize Merchant Center Feed:   - Analyze high-vol, AOV, & margin SKUs - Ensure impressions reflect top performers - Fix feed errors & warnings - Test titles, images, & descs for growth   Meta:   5. Shopify CAPI isn’t enough. Implement Blotout or Elevar to improve signal.   6. Reduce reliance on ABO. Test CBO & Adv for better results.   Data & Attribution:   7. Enhanced conversion tracking will boost key email flows by 20% .   8. Pass Elevar to GA4 to find best/worst CVRs & fix. E.g., Home > Browse > PDP > Cart > Checkout > Order   9. Implement Northbeam for more effective spend allocation.   10. Use media mix modeling & holdout tests for growth post-#9.   #ecommerce

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