Liam Doyle

Discover how #GoogleDocs meets the power of NotebookLM, from Google Labs, in this interview with bestselling author Steven Johnson 👇

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Grab your popcorn. Advertising on CTV just got better. 🍿 LiveRamp helps to power Google's PAIR solution for CTV, which enables advertisers to securely and privately leverage their first-party data to power their advertising, and reach 11% more unique viewers compared to cookie-based audiences. Read more about how CTV publishers are leveraging PAIR to create better advertising experiences. ⬇️

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Introducing 💡 Spotlight 💡 Your cheat sheet to our biggest updates across Service Hub, Content Hub, Commerce Hub, and our revamped HubSpot AI. Reinvention starts here at  hubspot.com/spotlight

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Meta Advertisers: If your conversion tracking & ad structure are wrecked, creative can’t save you.   Just talked to a $25M brand running a strong creative motion.   But it looked like a 5th grader set up conversion tracking and ad accounts.   They’re putting out great statics & videos every week.   Starting with great creative frameworks & high-converting ad templates.   Even running a proper whitelisting play.   But it wasn’t enough to scale ads aggressively. B/c they had:   😡 Limited server-side tracking   😡 Only CAPI v. better options - Blotout, Elevar   😡 No micro-conversions - only orders   😡 Broken attribution - inaccurate GA4, no Northbeam   😡 Too many campaigns - crushing Meta’s ML’s potential   😡 Bad budget allocation - to Tests vs. Winners   😡 Too much ABO, too little CBO   😡 Too much retargeting - faking growth w/o incremental profit   --   Bums me out when good brands get in their own way (often bc of bad agencies). Yes, creative is a massive lever. But you’ll never be A+ if sleeping on the above.

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There's a bigger play happening in podcasting than I think most of us in the industry realize, or willing to turn our eyes to. There are three companies that you should pay attention to more than you have been: Spotify, Amazon, and YouTube. I wish I could add a forth to emulte Scott Galloway's "The Four" (one of my favorite reads). Here goes: Spotify has essentially completed their multi year acquisition plan to build the next "Meta/Google" ads platform. If you look at their pod-related acquisitions, very few were profitable on their own. Content acquisitions (JRE/Call Her Daddy), Hosting (Anchor/Megaphone), Measurement (Podsights/Chartable)... but what do they have as a result? They have, in essence, built the "Google Ad Sense" of Podcasting--I bet they will eventually dismiss the idea of "buying podcast ads" and refer to what they do as "Spotify ads." SPAN, SAI, SPAA... it's all come together, and they don't need the IAB anymore, I guess. Amazon has a different leg up. They have content, but not as much as Spotify and definitely not the quantity of in platform listening. What do they have? They have the biggest database of buyer behavior at their disposal, and the ability to integrate their Amazon Ad tech into their podcasts to create a compelling ad market for buyers. https://lnkd.in/gnRjWgEx YouTube is a bit late to the podcast arms race, but it doesn't matter since their infrastructure is solid. YouTube already has accumulated so much pod listenership, and they are working on integrated search functions from Shorts to RSS (via YouTube Music). They're already the leader in pod discovery, and they already have one of the biggest ad ecosystems running via "ad sense" on pods--they can now optimize and continue to rob the others of their video opportunities. Plus, with Shopify integrations and on screen clickability performance tracking for brands is cleaner and already integrated into a platform they're familiar with at scale. The area it lacks is data sharing. No pixels, no clean visibility for brands. Here's what each are missing (IMO): Spotify: Trust. Amazon: Volume. YouTube: Measurement. Under these three giants, there's many other contenders to make industry changing impact, but I just don't see it happening unless serious efforts are made to keep up. In my view, Spotify and YouTube are neck and neck and Amazon is a silent underdog. The next 5 years are going to be exciting.

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Incisive strategy. Brilliant tactic. Rad creative execution.

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Amazon Prime x Grubhub+ One of the bigger loyalty headlines of the year... The two brands have partnered on a bunch of stuff in the past (and Amazon has a 4% stake in Grubhub, with potential to grow that further). Still wrapping my head around this one, but program partnerships can be such a 1 + 1 = 3 equation. It can be an amazing way to find extremely efficient ways to pass more value back to members, or even to monetize the program altogether. For Amazon, it's about paying to extend the value of the program. This packs a ton of extra value in for Prime members, and brings new stuff to order through the Prime app. You can order on Grubhub+ directly through Amazon, and use Grubhub+ perks like $0 delivery, lower fees, and promos. For Grubhub, it's a really interesting way to monetize & scale their program, and get a ton of new customers... Grubhub is small in the US (8% of the US market compared to DoorDash's 67%). But if you're a Prime member paying for DashPass or Uber One, it's pretty compelling to cancel that and switch over to Grubhub+ through Prime. Keen to see what this does for both brands. More details here: https://lnkd.in/ebcb2-q5

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Useful insights on the generative AI transformation journey

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Still struggling to connect all your marketing data sources? LiveRamp's latest guide reveals how top brands are boosting ROI with privacy-enhancing data clean rooms: 🛒 Mondelēz lifted sales 16% with in-market retail targeting 💸 Snapchat cut acquisition costs by 10% using conversion data 📺 McDonald's unlocked $2+ ROI from CTV creative optimization Don't let fragmented data hinder your business growth. Grab your copy: https://lnkd.in/dnZprZVE #datadriven #measurement #marketing

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For all the marketers in my network, here is an interesting study by eMarketer on the ROI provided by each social media platform for their marketing dollars. Key Stat: 70% of marketers thought LinkedIn provided a positive ROI for their company, per an August 2023 Hootsuite survey.

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Harness the power of generative AI to supercharge your marketing efforts. ⚡️ From analyzing campaign performance to creating personalized messaging, AI-driven tools like ZoomInfo Copilot empower marketers to achieve smarter, faster results. Click below or head to our blog for 9 data-driven ways to use generative AI for marketing 👉 bit.ly/4bGBrkj

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Here’s a cool thing I’ve noticed: Nearly all our customers who come to us come because they want to #MakeBuyingSimple. They realize there’s something more fundamental that needs to change in today’s B2B buying experience. And it’s not something as trivial as lead gen or demand gen or growth hacks or some conversion tactic. At the end of the day, it’s people, not companies who are coming to buy your software and product.

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It’s finally here: The Complete BFCM Archive 📬 The Attentive team built a collection of expertly curated guides, tips, and templates designed to help you create a high-performing strategy to engage customers and crush your BFCM goals.  Discover the most effective strategies for both SMS and email, and how to use AI to enhance performance.

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🗞 A must-read for anyone who's re-evaluating their GTM motion or looking for advice on driving better efficiency. Jessica Gilmartin, CRO and CMO at Calendly and Stage 2 Limited Partner, breaks down how she overhauled their product-led sales approach, sharing the success they've achieved with tactical advice and tons of detail. 👇

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When it comes to Pinterest, it’s all about turning inspiration into action!  🎯 Our CEO Bill Ready is transforming Pinterest into your go-to shopping destination, combining inspiration for users with performance for brands. To achieve this vision, he surrounds himself with the best market experts. Discover more ▶

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How are marketer leaders thinking about AI? Join Klaviyo's webinar on June 23 at 1 PM EST to hear insights from 600+ marketers at top brands about how they're using AI—and how they expect it to change in the future. Plus, hear from our internal AI experts on how they see these trends playing out. https://bit.ly/3zJbSRv

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DDA is not dead, it's evolving! If you want to know more about how DDA and MMM can power real-time optimization in a cookieless world make sure to check out Maxime Lamouroux great summary from the Modern Measurement Playbook. 👇

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Amazon's non-endemic DSP is having a moment. Here are 5 reasons you'll be seeing a lot more non-marketplace brands advertising with Amazon this year: 1) The Death of the Cookie Larger, non-marketplace brands are looking for places to put their ad spend with the death of the 3rd party cookie. With Amazon's powerful 1P audience data, Amazon’s non-endemic DSP ads are an attractive option. 2) Broader Audience Reach: According to eMarketer, over 60% of all Americans over the age of 18 are Prime subscribers. Amazon has more audience data than just about any retailer out there. 3) Advanced Targeting and Personalization: Leveraging Amazon's deep data insights, advertisers can tailor their campaigns to specific audiences based on behavior, interests, and purchasing history. This level of personalization enhances ad relevance, potentially increasing engagement rates. 4) Improved Ad Performance and Attribution: The rich data available through Amazon DSP can lead to more effective ad campaigns with better ROI. Advertisers can track performance in real-time with AMC, adjusting strategies as needed to optimize results. 5) Brand Awareness and Expansion: For non-endemic brands, appearing on Amazon can significantly boost brand visibility among a wide, engaged audience. It provides an opportunity to reach potential customers who might not be encountered through traditional advertising channels. Have you noticed the shift? #DSP #NonEndemicAds #AmazonAds

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