October 9, 2024

Two Insider Trends to Supercharge Your Paid Placements Investments

As we head into the competitive Q4 shopping season, consumers are inundated with ads, making it tough for brands to stand out. To succeed, brands need to diversify their approach and adapt to changing consumer behavior. Finding the right balance between overspending and underinvesting is key. These two insights can help you maximize your Q4 investments.

Insight 1: The Portfolio Approach for Smarter Diversification

Our trend analysis across all client verticals has shown that blending multiple types of exposure results in a robust ROAS of 11.0. Relying solely on traditional placements like cashback events is no longer enough, especially as consumer behaviors shift, and can limit your reach during Q4 when impressions are at their peak. Instead, balance your investment by diversifying with high-growth options like content placements and influencer campaigns. These placements, though higher-risk, can amplify brand awareness during the season when consumer attention is fleeting.

*Blended Placement ROAS is an average ROAS for all placement types secured during each quarter over the last 36 months. Traditional Placement ROAS is “Cashback Event” placement data for each quarter over the last 36 months.

Insight 2: The Power of Targeted Newsletter Features

Further trend analysis shows us that the highest ROAS comes through newsletter inclusions and solo emails with 16.0 and 15.48 ROAS, respectively. In a season in which an already oversaturated consumer is thrown into overdrive with ads, spend less to see more results.

These newsletters break through the noise and deliver a more personalized and targeted approach. Our data shows that securing spots in publisher newsletters featuring fewer than 10 brands allow you to stand out and get the highest return. These newsletters offer prime visibility, especially in the top three positions. Starting at ~$1,500, newsletter features can offer a strong ROI. Solo email campaigns can also target specific audiences for even more impact.

Notable Stats:

Key Takeaways:

Consumers are more likely to convert when messages are delivered via targeted, high-visibility placements like newsletters and homepage features.
Several of these opportunities are also more likely to generate truly incremental sales, which is a crucial factor in assessing ROAS.
Avoid over-reliance on cashback events in Q4. Market saturation can weaken performance, making it crucial to explore diverse placement options for better results throughout the year.

By embracing these trends and insights, you can navigate the complexities of Q4 with a smarter, more impactful paid placement strategy.