Yvonne Flierman

Here’s what happens when your x3 your Ad Budget 🔝🔝 For Meta’s Advertising Algorithm, Only a fraction of the population you target is likely to buy from you . Let’s say you’re targeting Spanish Women . Meta May Have 20 million Spanish women in its audience , but you can’t reach more that 2 million with your conversion campaigns . And this REGARDLESS OF YOUR BUDGET Because Meta believes that only 2 millions women are likely to make a purchase of your product. For the remaining 18 million, The Algorithm thinks that the conversion potential is too low : it’s doesn’t believe it can give you what you are asking for , which is conversions . Now , Imagine you’re investing 10k per month to reach these 2 million women , with a CPM of 4$ . You will make 5 million impressions for 2 million coverage . That’s a repetition of 2.5 The campaigns are doing well , so you increase the budget by tripling it . The Algorithm then has to place 30k , but still on this audience of 2 million women . It manages this in two ways : 1️⃣ it will raise your CPM , For exemple, from 4$ to 6$ 2️⃣it will target the same number of people as before but with a strong repetition In this case , with a CPM of 6$, you will now make 10 million impression on 2 million people . Your Repetition then increases to 5. We wanted to invest more to generate more revenue by reaching more customers. In the end , we pay more expensive impressions, and we reach the same people more often that before . I made this observation while auditing a new client’s meta ad account . No Matter how much he increases the budget , the number of people reached did not change .

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As we mark some significant milestones in the Nordics, Iberia, and France, I want to share a bit about the e-commerce trends that are shaping these three regions: 🌍 Unified yet Unique: Our efforts across the Nordics, Iberia, and France highlight how each market, while sharing a strong digital connection and a passion for sustainability, brings its own unique essence to the digital marketplace. From the well-established e-commerce scenes in Sweden and Denmark to the expanding markets of Spain and Portugal, to France's love for luxury, the diversity we navigate is both enriching and challenging. A reassurance that #Channable is committed to not only maintaining a global vision but also to giving careful attention to each of our focus markets. 🔍 Leadership in Diversity: Leading diverse teams across these regions calls for a mix of cultural intelligence and a ton of empathy. It's crucial for leaders to recognize these differences and leverage them to craft strategies that are not just effective but also resonate well with each market. A huge shout-out to Amadeo Salcedo, Anahí Ruiz, Santiago Alfaro Gimeno, Mathieu Marquet, Arthur LUBRANO, Victor Thubé, Thomas Wilson, Alexandra Reizer for sharing a ton of invaluable learnings with each other. 💛 #ECommerce #SalesLeadership #Channable #caretoshare

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The WARC Guide to marketing’s impact on pricing is out now! It is full of new thinking and best practice and features brand examples from LVMH, Reckitt, Unilever, Lurpak, Tony Chocolonely, Churchill Insurance, Heinz Beans, Somethinc, Sephora, Ulta Beauty, Vodafone, Tesla, Carrefour, Octopus Energy Reach out to me if you'd like to hop on a call to take a look at it. It's a good one! https://lnkd.in/evR6DuYJ #WARC #pricing #marketing #marketingeffectiveness #bestpractice

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🚀 Thrilled to announce Content to Commerce has been officially launched in Spain! 🚀 This groundbreaking capability, managed within our #NewBizFactory, seamlessly blends engaging #content with direct #commerce opportunities. It's designed to push the #brand #awareness, drive #higher #engagement, boost #sales, and build stronger #brand #loyalty for our clients. With 25 years of Tradedoubler heritage and exclusive media and content inventory, our team is dedicated to exploring, testing, and scaling innovative solutions. Our #shoppable #solutions open new ways for #branding, #engagement, and #performance in an omni-shopper approach. 🌟 Key Benefits: 👩‍💻 Enhanced Engagement: Create immersive experiences. 🛍 Increased Sales: Streamline the path from inspiration to purchase. 💕 Brand Loyalty: Strengthen consumer connections. 🔏 Data-Driven Insights: Leverage valuable consumer data. As we are always pushing the boundaries of what’s possible, this new service reaffirms our commitment to staying ahead of the curve and delivering unparalleled value to our clients. Excited to see the incredible impact this will have! Huge thanks to our extraordinary team for their hard work and dedication in bringing this to life! 🙌 (Soraya García Merino Alejandra Campos Fernández Cristina Malagori Alfonso Serrano González Elena Maggetti and all team…) #Innovation #Marketing #ContentToCommerce #DigitalMarketing #CustomerExperience #NewBizFactory

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Don’t fall into the SEA trap of unprofitable growth!  7 reasons why your growth cannot rely solely on SEA: I love SEA. It was the second marketing channel I mastered and crucial for our European go-to-market strategy of our first D2C brand. SEA is fantastic for a fast market entry, testing, learning and fueling initial growth. But: Relying solely on SEA can lead to unprofitable growth! Here are 7 reasons why you must diversify your customer acquisition strategy: 1) Overcrowded Niches ⤷ Most keyword niches are saturated ⤷ High competition = high acquisition cost = limited ROI = limited profitable growth 2) Low Entry Barrier ⤷ SEA is easy to start ⤷ Competitors can join quickly, adding cost pressure 3) CAC Inflation & ROI Pressure ⤷ Scaling SEA will drive up customer acquisition cost ⤷ More competitive positions = higher bids = higher CAC = lower ROI 4) Unprofitable Growth ⤷ Scaling SEA can lead to adding unprofitable segments ⤷ Watch incremental cost vs. incremental customers closely to not grow segments that don’t add profit 5) Growth Limitation ⤷ SEA can only grow so far, especially if you keep all segments profitable ⤷ Sooner or later you will hit a growth ceiling and cannot grow further 6) Lack of sticky traffic ⤷ SEA doesn't build strong brand awareness and traffic ⤷ Inflow stops when ads stop, requiring constant advertising even when prices rise 7) Google’s Rules Change ⤷ Google owns the two largest search engines: Google Search and YouTube ⤷ Unpredictable Google Ads changes can harm your campaign performance and ROI SEA is fantastic for go-to-market strategies. But for sustainable and profitable growth, you need to diversify your marketing mix.  Invest in SEO, content marketing, and brand advertising in addition to a highly optimized SEA setup. How do you leverage SEA in your marketing mix and avoid unprofitable growth? Share your experiences and strategies in the comments! --- I hope you found this valuable. Please like and repost to share with others. Follow me for more posts on leveraging product development, CRO & marketing for growth.

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"Mientras más alto el CTR, más leads/ventas vamos a generar". Cómo entusiasta en el Growth (aprendiendo día a día) sabemos que el "juego de números" de maximizar clicks con piezas optimizadas seguido de un buen CR en landings/ecommerce y con una buena página de check-out (bueno="performante") esto lleva a un mejor CPR (Costo por Resultado). Luego de ver este estudio vemos que mejorar la Performance de una pieza creativa teniendo como norte el CTR (maximizando la cantidad de clicks sobre impresiones) no tiene correlación con el fin último de generar ventas o leads. Osea, no mejora tener un buen CTR tales resultados sino que se debe optimizar todo el Journey. Interesante análisis de Nielsen BrandEffects & NetEffects

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Now you can watch the Google Marketing Live keynote on demand. So many exciting announcements this year with AI, really taking the impact on Marketing & Ad operations to the next level. It's incredible to see how things have developed since last year! A few of my favourites: 🔎 Generative Image Recommendations: Google Ads will offer AI-generated image recommendations that show your products in new contexts and help you increase your asset variety.  🔎 YouTube Partnership ads powered by BrandConnect: Partner with YouTube creators to create effective ads and build trust on YouTube Shorts, in-stream and in-feed creative. 🔎 Visual Brand Profile on Google Search: Help tell your brand's unique story on Search by showcasing images, videos, and promotions. 🔎 Video Highlights: Showcase an immersive experience in your Shopping ads with a curated set of creator and brand videos, helpful customer quotes, and styling suggestions from your brand. 🔎 Meridian: empowering teams to build best-in-class Marketing Mix Models (MMMs) and drive better business outcomes. Enjoy watching! https://lnkd.in/gbV6raY9

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And this is this time of the year again… Time for an incredible week of creativity at Cannes Lions International Festival of Creativity So, no better time to reflect and remember great campaigns we developed with our agency partners in the past few weeks. One that is very close to my heart is our #MyHairAMiModo campaign. A campaign that embodies the special meaning and privilege it is to work on Dove. Giving us the opportunity to challenge stereotypes and redefine Beauty. Recent Dove research uncovered that 9 in 10 women feel pressure to style their hair according to society's expectations. When you think of the deep emotional meaning of hair, the way it tells your story, brings out your personality, builds your confidence… this is something that needed to be addressed. As a community with diverse hair profiles, this pressure is deeply felt among Latinas, who have been responding by using their voices to champion hair self-expression – especially on social media. To celebrate these efforts and continue to drive the conversation, Dove has launched #MyHairAMiModo. Teaming up with Li Saumet from Bomba Estéreo to re-record their viral hit “Soy Yo” with updated verses that speak directly to hair positivity, with a new music video that truly captures what #MyHairAMiModo is all about. Let’s celebrate the Beauty of all Hair. Let’s change Beauty. #MyHairAMiModo #Dove #LetsChangeBeauty Campaign Strategy & Creative: Media.Monks PR & Earned: Edelman Influencer: Collectively Paid Media: Mindshare Ekaterina Anikina Lexie Macko Bronwen Ambridge Firdaous El Honsali Alessandro Manfredi Brian Kennedy Priyanka Malhotra Dana Paolucci Zeba Irani Dayna Bier Kathryn Fernandez https://lnkd.in/etTCeigf

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Verzuz, the online platform launched during the pandemic by Swizz Beatz and Timbaland, has struck a distribution partnership with Elon Musk’s X. The pair made the announcement during Cannes Lions conference in France on Wednesday. _ _ _ _ _ _ | #digital | #linkedinsports | #sportsbusiness | | #investment | #privateequity | #marketing | #branding | #strategy | #sportsmarketing | #sportsbiz | #sportsbusiness | #sportsmedia | #sportsbroadcasting | #sportsindustry | #sponsorship | #digitalmarketing | #brand| #influencermarketing | #advertising | #socialmedia | #marketingandadvertising | #brands | #sports | #pr |

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‘Meet Marina Prieto’ turned an ordinary woman into an overnight internet sensation. As outdoor advertising in Spain declined by more than 7%, JCDecaux & DAVID Madrid decided to showcase an unexpected star: a 100-year-old grandmother. Their strategy aimed to demonstrate the effectiveness of subway advertising by leveraging high-traffic Metro stations. By strategically placing Marina's 54 Instagram posts in hundreds of unbooked ad spaces, featuring her in everyday activities like gardening, celebrating her 100th birthday, enjoying churros, or napping, the campaign created a buzz. Each poster included Marina's Instagram handle (@marinaprieto1923), prompting the public to follow her journey. This simple yet powerful concept sparked curiosity and discussions across social media, with many Spaniards eager to learn more about the mysterious lady behind the campaign. Before the campaign, Marina’s Instagram account had a following of 28 people. However, as commuters began to interact with her story, her follower count skyrocketed to over 10,000. The campaign’s success in driving online engagement underscored a critical point: Metro advertising can seamlessly bridge the gap between offline and online worlds, turning passive observers into active participants. Follow Marina's journey here: https://lnkd.in/eSDCRbYG #marketing #advertising #outdooradvertising

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🚗💬 Breaking Taboos with Netflix's Sex Education in Argentina! 🎉 When it comes to sparking conversations about important topics, creativity knows no bounds! Netflix and Media.Monks campaign for the fourth and final season of Sex Education in Argentina is a prime example how thinking beyond the ordinary can make a significant impact. To celebrate the launch, we knew we had to connect with our audience in a way that was both authentic to the show's message and culturally relevant to Argentine youths. So, we took to the streets—literally! Timing was key. With Student's Day festivities in full swing at Bosques de Palermo, we seized the opportunity to make a splash with a simple, but unexpected, tactic. Enter: the Sex Education car. 🚗💥 By modifying a car's shock absorbers to create a bouncing effect, we sparked curiosity and conversation among park visitors, prompting them to confront and discuss taboos surrounding sexual intimacy—a central theme of the show. The response was overwhelming! Not only did the series soar to the top of Netflix Argentina's charts, but it also ignited a global dialogue about sex and societal norms. This campaign exemplifies the power of creative thinking to drive meaningful engagement and change. Here's to breaking barriers and fostering open conversations—one innovative idea at a time! And congrats to all Netflix.Monks and clients who brought this campaign to life. Enjoy the case: https://lnkd.in/gwmv5rtH #SexEducation #BreakingTaboos #CreativeMarketing #Entertainment #Creative #Marketing

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Great Portuguese Case Study on how to use AI Powered Products in your Marketing campaigns today: Let the AI Powered Bidding do the magic and bring in the Business. Congrats MEO & OMD Portugal!!

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Meet Marina Prieto: The Viral Granny Proving the Power of Subway Ads In 2023, subway ad investments in Spain saw a 7% decline. To counter this, JCDecaux, the global leader in outdoor advertising, needed to show brands the true impact of this medium and encourage them to reinvest. The Idea They hired Marina Prieto, a 100-year-old Galician granny with just 28 Instagram followers. If she could go viral, any brand could. The Execution They used hundreds of unbooked ad spaces to display Marina's 54 Instagram posts, showing her gardening, eating churros, or napping, without further explanation. We simply waited. The Results Marina went viral. Her story spread from the subway to social media, street conversations, press, TV, radio, and even internationally. The buzz culminated in a reveal at the Elfies in front of all the CMOs, proving JCDecaux's point: subway ads work. This convinced brands to reinvest in this powerful medium. #MarinaPrieto #JCDecaux #OutdoorAdvertising #SubwayAds #ViralCampaign #AdvertisingInnovation #DavidMadrid

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Good news for outdoor advertising in Spain! The official measurement of the AIMC's General Media Study (EGM) shows that OOH outdoor advertising surpasses the TV penetration rate for the first time, with 34.5 million individuals having seen OOH advertising in the last week (82%). TV drops to 80.2% penetration rate.  The Internet continues to lead with 88.6%

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Hear what Kantar's Jane Ostler has to say about LINKAI: Ads’R’Us or Ads’Aren’t’Us? The new Toys’R’Us Sora-generated brand film has received much criticism and commentary since it was premiered in Cannes last week. It shows the origin story of its founder, Charles Lazarus, as a boy, with the giraffe brand icon guiding him through galactic toy-type adventures. There are undoubtedly some uncanny valley moments as the boy’s face morphs throughout, and some of the animation sequences don’t seem to link together very well. But is it all bad? We ran this GenAI film through LINKAI, our advanced creative development solution trained on hundreds of thousands of ads assessed by real people. It didn’t do too badly. It’s fairly well-branded, and scores OK in most creative metrics. It’s impactful (74th percentile) because it’s enjoyable and well branded. It’s likely to build the brand in the long term (Power Score 74th percentile). Its Persuasion score is average (55th percentile) - a miss because it means it’s not predisposing people in the short term. Although it’s created from a child’s POV, it’s probably targeted at the parents, who may not spot all of the oddities. I think the music is a problem. With the filmic opening sequence it could have done more to grab attention - a recognisable track may have helped. I also wonder if films should disclose that they are Generative AI-created (like hashtag#ad for influencers, which they still omit to add with frightening regularity - one for fans of the ASA weekly email). As a brand that’s been liquidated and has come back to life, this is an opportunity for a Phoenix-like execution and needs to make its mark. The fact that it’s AI-generated has itself led to lots of PR. The best edits were chosen (presumably by humans) so there may have been some real duds behind the scenes. Verdict: not as bad as you’d think, but could be better. It’s clear that AI is getting there. Interested to hear your views. hashtag#generativeAI hashtag#ads hashtag#marketing

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In today's rapidly shifting landscape, one truth remains constant: adaptation is key to success. As Gary Vaynerchuk insightfully pointed out, relying solely on yesterday's TV spot strategy is a recipe for stagnation. I think this insightful piece by Glynda Alves about the way Gary (and by extension, VaynerMedia) thinks, lays bare that this isn't our first rodeo in a highly complex and diverse environment. We're here to deepen our roots in this exciting market and change the way our industry thinks about the meaning of 'building brand'. The full story link in the comments.

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⚽️ Real Madrid’s Bold Move: Breaking Transfer Policy ⚽️ Real Madrid is reportedly considering a major shift in their transfer policy to retain a key player. This potential change signifies the importance of adaptability in achieving long-term success. 🔍 Why It Matters: Strategic Flexibility: Adapting policies to retain top talent can drive sustained performance. Player Loyalty: Demonstrates the club’s commitment to its stars, fostering loyalty and motivation. Market Dynamics: Reflects the competitive nature of player acquisitions in football. 💬 Your Thoughts: How important is flexibility in policies to retain top talent in your industry? Share your insights below! 👇 #RealMadrid #Football #TalentRetention #Strategy #SportsBusiness

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