Turn on the TV

šŸš€ Why DTC Brands Need TV Ads this Holiday Season

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In this newsletter, youā€™ll find:

šŸ“ŗ Turn on the TV: Why DTC Brands Need TV Ads this Holiday Season

šŸ” Googleā€™s Updated Guidelines on Favicons and URL Parameters

šŸŽ‰ Discover Droptober: Canvaā€™s Latest Tools to Power Your Creativity

If youā€™re new to ScaleUP then a hearty welcome to you, youā€™ve reached the right place along with 50k+ CEOs, CMOS, and marketers.šŸ˜‰ Letā€™s get into it, shall we? Oh! Before you forget, if someone forwarded this newsletter to you, don't forget to subscribe to our newsletter so you never miss out!

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TV ADS

šŸ“ŗ Turn on the TV: Why DTC Brands Need TV Ads this Holiday Season

For DTC brands facing increased digital ad competition during the holidays, TV ads might seem outdated or too expensive. But hereā€™s the secret: TV is not only accessible but also a smart, high-impact channel to amplify your holiday campaigns and drive multi-channel growth. Letā€™s dive into why TV ads are your next holiday game-changer.

1. TV Ads = Unmatched Reach + Credibility

TV ads still reach 90% of U.S. adults weekly, making them a powerful tool for driving brand awareness. In a world where trust is hard to earn, 81% of consumers trust TV ads over other forms of advertising, according to MarketingSherpa. This credibility boost can be especially valuable during the holiday season when consumers are flooded with options.

2. CTV and Programmatic TV: Precision Targeting, Holiday Edition

Gone are the days of broad, untargeted TV ads. Connected TV (CTV) and addressable TV allow you to target specific demographics with precision. According to eMarketer, CTV ad spending is projected to hit $27.5 billion by 2025, reflecting its growing importance. This makes TV not just a mass-market tool but also a highly targeted weapon for holiday campaigns.

Go beyond social and search ā€“ itā€™s time to turn on the TV. With WonderAds, powered by Tatari, you can run, measure, and optimize TV ads just like any meta ad (Obviously with better analytics and no shady automatic changes), without needing a massive budget. Talk to the team today. 

3. The Halo Effect: TV Ads Boost Digital Channels

Studies show that TV advertising doesnā€™t just drive direct conversionsā€”it boosts the effectiveness of your other channels. Google Marketing Research found that TV ads lead to an 18% increase in organic search and a 10% boost in online conversions. In other words, TV doesnā€™t compete with your digital efforts; it amplifies them, driving more engaged holiday shoppers to your website.

Example: Warby Parker utilized TV advertising as part of their broader strategy to build mass awareness and scale rapidly. By targeting key demographics and investing in both digital and traditional channels, Warby Parker saw significant growth, including a reported $10 million spent on TV ads in Q1 of 2020, which helped boost overall brand visibility during critical sales periods like the holidays. 

4. Affordable TV: Yes, Really

TV ads have long been perceived as expensive, but platforms like WonderAds have democratized the space. With programmatic buying, DTC brands can run targeted campaigns with complete transparency and control, similar to digital ads. The cost of TV ads has also decreased by 10-20% in recent years, according to Statista, making it more affordable than ever for smaller brands.

This holiday season, DTC brands can no longer afford to overlook TV. The platformā€™s reach, trust, and now, accessibility, make it an indispensable part of any holiday strategy. By pairing TV with digital efforts, you can drive higher conversions and reach new audiences with precision and scale.

GOOGLE

šŸ” Googleā€™s Updated Guidelines on Favicons and URL Parameters
Insights from Search Engine Journal

Google has introduced updated guidelines for favicons and URL parameter formatting in its Search Central documentation, providing webmasters with clearer requirements for these elements. These changes aim to improve search visibility, user experience, and site functionality.

The Breakdown:

  • Favicon Updates: Google now recommends using favicons of at least 48x48 pixels for optimal appearance across devices, with a minimum requirement of 8x8 pixels. Favicons must have a 1:1 square aspect ratio to ensure compatibility with various displays. 

High-quality favicons enhance brand visibility in search results, bookmarks, and tabs, which can lead to increased clicks and engagement.

  • URL Parameter Formatting: Google specifies using equal signs (=) for key-value pairs and ampersands (&) for connecting multiple parameters. Alternative separators like colons, brackets, or commas should be avoided to prevent indexing issues. 

  • Proper formatting of URL parameters helps manage SEO-related concerns, such as duplicate content and crawl budget efficiency, while improving overall content indexing.

  • Updated Documentation Accessibility: Google has shifted these recommendations from an older blog post to the main URL structure documentation under the Crawling and Indexing section, making it easier for developers to locate and apply these standards effectively.

Optimize favicons by adopting high-resolution, square icons to enhance visibility across Google surfaces. Adhere to Googleā€™s recommended parameter formats to streamline crawling and prevent indexing issues. For websites using non-standard parameters, planning a transition to the standard format and monitoring performance will ensure optimal search visibility. By aligning with these updates, websites can meet Googleā€™s requirements while enhancing user experience and improving search performance.

CANVA

šŸŽ‰ Discover Droptober: Canvaā€™s Latest Tools to Power Your Creativity
Insights from Canva

Canva is marking a milestone with Droptober, unveiling an impressive lineup of tools and features to empower over 200 million users globally. This launch, packed with advanced AI capabilities and expanded content libraries, is designed to simplify creative processes and drive team collaboration.

The Breakdown:

  • Dream Lab AI: Canva introduces Dream Lab, an AI-powered image generator leveraging Leonardo.AIā€™s Phoenix model. Dream Lab converts text prompts into realistic visuals and offers creative control with presets and customization options for generating high-quality images or 3D renders.

  • Enhanced Visual Suite: With updates to the Visual Suite, teams can now use AI-driven features across Docs, Whiteboards, Websites, Presentations, and Video. New branded Captions for videos allow customization of captions to align with brand aesthetics, while improved Whiteboards introduce Sort and Reactions features to streamline brainstorming sessions. Upcoming polls and quizzes further enhance audience engagement and feedback collection.

  • Magic Write Updates: One of Canvaā€™s most popular tools, Magic Write, now includes smarter suggestions, command-based refinements, and instant result displays to streamline content generation and editing.

  • Expanded Workplace Apps: Canvaā€™s workplace integration continues with Google Workspace, Hootsuite, Mailchimp, and other popular platforms. Users can now access and edit designs directly within Google tools, supporting cross-platform workflows.

  • Diverse Content Library: A partnership with Artlist adds premium video and music assets for professional storytelling. Pocstock brings an inclusive library of 150,000 photos to showcase authentic representation. The new music template collection allows users to enhance designs with popular music tracks.

  • New Work Kits for Teams: Canva expands its Work Kits, adding resources for small businesses, students, and teachers. Each kit includes curated templates, tools, and educational resources to streamline operations and support growth across departments.

Droptober brings Canvaā€™s commitment to accessible, high-quality design tools to a new level. From AI-powered design to robust collaboration features, these updates are poised to enhance productivity and foster creativity for users worldwide. Dive into Canvaā€™s latest offerings and see how they can transform your workflow!

QUICK HITS

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šŸ«µšŸ»YouTube has launched an update to its Analytics, enabling creators to filter real-time views by content format, Longform videos, Shorts, and Live streams available on both desktop and mobile allowing users to track performance metrics for each format separately.

šŸ«Bluesky has expanded its user base to 13 million, gaining 2 million users in a week due to changes at X (formerly Twitter), enhancing its position as a competitor to Meta's Threads.

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