Breaking the Mold: Pushing Marketing Boundaries with Next-Gen Strategies

Are you ready to redefine innovation in marketing? Discover how to transform viewers into buyers with Live Shopping on YouTube, create unforgettable brand experiences with Out-of-Home (OOH) Advertising, and harness the viral potential of TikTok Shop to connect with the next generation of consumers in an authentic and engaging manner.

Whether you're eager to experiment with new platforms or seeking inspiration to revolutionize your marketing approach, this session promises actionable insights and practical tips to help you stay ahead of the curve. These trailblazing tactics are designed to help you transcend the traditional marketing box and captivate your audience like never before.

1. Breaking the
Mold

Pushing Marketing Boundaries with
Next-Gen Strategies

2. Session 1
10am PT | 1pm ET
Breaking the Mold: Pushing Marketing Boundaries with Next-Gen Strategies

Session 2
10:35am PT | 1:35pm ET
Search to Sale: Linking Your Search Strategy with Commerce
Session 3
11:10am PT | 2:10pm ET
The Power of AI: Work Smarter, Not Harder
Today’s Agenda
DAY 2 - WEDNESDAY, AUGUST 14

3. Today’s Logistics
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Katherine Bishop
Marketing Webinars Specialist
Join our chat and submit questions for live Q&A

4. DIGITAL-FORWARD BRANDS .


FUELING FULL-FUNNEL OUTCOMES FOR THE WORLD’S MOST
NOTE: Adjust bottom white logos, as needed, prioritizing logos that are already approved for visibility on our website. Copy logos from this resource

5. What's your favorite way to
get into the holiday spirit?
●Binge-watching holiday movies.
●Baking (and eating) festive treats.
●Decorating your house for the holidays
●Finding the perfect gifts
●Listening to holiday music on repeat

6. Our Speakers
Brian Binder
Senior Director
Innovation & Growth
Lindsey Jara Wald
Senior Director
TV, Audio & Display
Kara Mehnert
Strategist
Paid Social

7. CHANGING MEDIA
LANDSCAPE
User behavior is shifting
and media opportunities
are expanding. Aligning
creative to the audience
will become even more
important

PRIVACY
EVOLUTION
Identifiers have been
deprecating for years. With
users opting out, increased
legislation, and addressability
shifting to first-party data

FUTURE-PROOFED
MEASUREMENT
How we measure success
is changing and needs to
be future-proofed against
coming changes

Agile Foundation
Advertisers need to focus on being nimble with meeting their customers where they are
engaging and developing a dynamic, flexible, and adaptable foundation to quickly react
to market changes
The Media Landscape is Changing and Agility is The
Name of The Game

8. Being Agile Requires Brands to Stay on Top of Trends
RESEARCH
How are consumers researching brands and
products during the decision making
process? Walk with them through their
conversion journey addressing questions
they have along the way
ENTERTAINMENT SOCIAL
Where are users going for fun online or in the
physical world and how it's changing? Think
about how and where you can have a playful
moment with your consumers

How and where are consumers engaging
with each other? Engage in the conversation
building awareness and trust

9. Sources: Nielsen The Gauge, June 2024. (link)
YouTube is the #1 Streaming Platform for 12+ Months

10. 10
Social Search is Becoming More Popular with Millennial
and Gen Z Consumers
Where do you most often learn about new brands, products, services, and experiences?
Sources:
1. ARCHRIVAL, Gen Z Broke The Marketing Funnel, Mar 2024. (link)

11. Social Commerce is Growing

The opportunity in social shopping is
enormous, with growth estimates reaching…


BILLION
$145

12. Trending now….

13. Out-Of-Home is Growing Medium that can Effectively
Engage Consumers Throughout Their Day
Sources:
1. eMarketer, Out-of-Home Forecast and Trends 2024, Jun 2024. (link)
Out-of-home is evolving to become more dynamic
with programmatic access - making it more
measurable, flexible, and better integrated with
digital media buying methods.

It’s also a channel that can’t be skipped by viewers
and isn’t susceptible to ad blockers, making it a
great way to engage with consumers in a
memorable and impactful manner

14. Turning Trends into
Action

15. Lean into the Full Power of YouTube
Don’t forget the power
of your own YouTube
channel. Provide the
consumer a
streamlined path to go
from research to
purchase without
leaving the platform
YOUTUBE CHANNEL
Harness the power of
the creators and let
them be brand
ambassadors, driving
sales from their
channel viewers
CREATORS
Make YouTube ads
shoppable across all
devices and provide
custom products
based on your
targeting strategy for
your YouTube ads
SHOPPABLE ADS
Meet your customers
where they are
consuming content
and connect with them
through engaging and
relevant messaging
THE TV SCREEN

16. Reach Gen Z Users with TikTok Shop

17. Tap Into the Versatility of Out-of-Home
Use OOH as a way to amplify media campaigns beyond user-owned devices
Amplify your message
Think outside-the-box creatively! Mix in digital & unique activations to drive PR
momentum and add a splash
Be Unique & Creative
Lean into animated formats and video and leverage social extensions to bring the
online experience into the physical world
Be Seen AND Heard


Think about Retail Tie-ins


Test and Learn
Consider retail tie-ins to tailor your delivery approach and focus on venues
can make an impact on the customer journey
Explore geo-focused tactics based on where potential sales impacts can be
had + opportunities for enhanced awareness

18. 18
INCREMENTALITY EXPERIMENTS RAPID MEDIA MIX MODELING
Evaluates the relationship between media, marketing, and
other factors that influence business outcomes to optimize
portfolio performance.
TESTCONTROL
INCREMENTALITY
Experiments leverage a test and control framework to
measure the impact of changes in budgets and media
strategy to establish ground truth measurement .
UNIFIED MEASUREMENT
Deploying a Best in Class Measurement Process of
Incrementality & Rapid MMM is the Foundation for Success
OFFLINE MEDIA
PRICE/
VALUE
OPERATIONAL/
INTERNAL
COMPETITION/
EXTERNAL
ONLINE MEDIA
SOCIAL MEDIA
FULL
BUSINESS
VIEW

19. Sources:
1. Google-commissioned Ipsos Consumer Continuous study, (link)
2. TikTok, Holiday Playbook. (link)
3. Gallop, Shopify-Gallup Holiday Shopper Pulse (link)
4. Sprout Social, 2024 Influencer Marketing Report (link)
CREATOR INFLUENCE
Creators continue to play a
critical role in fueling
engagement with ads and brand
accounts across all media
channels.

A Sprout social study found that
half of all consumers make daily,
weekly, or monthly purchases
because of influencer posts


SELF-GIFTING
A Shopify-Gallup Holiday Shopper
Pulse poll found that 64% plan to
buy something for themselves or
their household during the
holidays.

87% of TikTok users buy gifts for
themselves during holiday
shopping events, +12% more than
traditional platform users
EARLIER TIMELINE
Each year, shopping trends start
earlier and earlier. According to a
Google Survey, 55% of Americans
are looking for gift ideas or
inspiration by October.

+190% Increase in
#holidayshopping videos
published from the week before
Halloween to week after
Halloween in 2023 on TikTok
What to Expect for Holiday 2024

20. 1.Think audience-first & lean into first-party data
wherever possible from planning through to the
execution and measurement phases
2.Be willing to test out new features; whether that
be a new tactic, hop on a trend, concept, etc.
3.Strong creative is critical in any testing, as that
will be what draws users to engage. Video and
audio are both vital to driving engagement

Key
Takeaways
20

21. Q&A
Brian Binder
Senior Director
Innovation & Growth
Lindsey Jara Wald
Senior Director
TV, Audio & Display
Kara Mehnert
Strategist
Paid Social

22. 22
Click the link in your
browser ➜
Maximize your
Holiday Ad
Spend

23. Session 1
10am PT | 1pm ET
Breaking the Mold: Pushing Marketing Boundaries with Next-Gen Strategies

Session 2
10:35am PT | 1:35pm ET
Search to Sale: Linking Your Search Strategy with Commerce
Session 3
11:10am PT | 2:10pm ET
The Power of AI: Work Smarter, Not Harder
Today’s Agenda
DAY 2 - WEDNESDAY, AUGUST 14

24. Thank you