ClickZ Wearables Newsletter - 10.10.2024

PLUS: What’s New for Apple? 2025 Sneak Peek

Author

Sophie Bruxner-Randall
October 10, 2024 • Estimated Reading Time: 7 minutes

Live From Ad Week New York 🎤

ADVERTISING INSIGHTS
✨ Fresh Insights from Adweek 2024

Missed AdWeek 2024 in New York? No worries! Chair of Contentive Lee Arthur attended, capturing fresh insights. Here's a snapshot of what you need to know:

  1. Transition to Profit-Focused Metrics: The shift from traditional ROAS to profit-driven metrics emphasizes the need for DTC marketers to evaluate the true impact of each channel. This aligns with findings from Fospha's latest report, highlighting the importance of optimizing customer acquisition across platforms like Meta, TikTok, and Snapchat.

  2. First-Party Data Utilization: Emphasizing first-party data is crucial for creating personalized advertising experiences. As brands enhance their omnichannel strategies, leveraging this data will be key to delivering consistent messaging across all touchpoints.

  3. Full Funnel Measurement Challenges: Understanding how different channels contribute to conversions is increasingly complex. The insights shared at Adweek emphasize the necessity for sophisticated full funnel measurement tools and strategies.

  4. Platform-Specific Strategies: With unique strengths across platforms, DTC marketers must adapt their approaches accordingly.

Specialty Bites 🍪

The Apple Watch SE 3 is anticipated for a 2025 release, with potential features like a faster processor and larger displays. Pricing is expected to remain similar to previous models. Health upgrades are uncertain due to patent disputes. Stay informed for updates on this exciting development in wearable technology.

The Oura Ring 4 is set to be a game-changer in the smart ring market, offering several enhancements over its predecessor. Here's what you can expect:

  • Design and Durability: The Ring 4 is crafted from titanium, now lighter and available in more sizes, ensuring a perfect fit for everyone. The black version features a tougher tungsten carbide PVD coating, enhancing its durability.

  • Advanced Technology: With improved sensors and a new Smart Sensing platform, the Ring 4 captures more accurate data, accommodating various skin tones and finger shapes. Battery life is extended to up to 8 days, thanks to dynamic LED brightness adjustments.

  • Enhanced App Features: Both the Ring 4 and Gen 3 benefit from a redesigned app, offering new features like automatic heart rate detection and improved women's health insights. Pre-order now for its October 15 release, starting at $349.

Webinar Wrap 🎧

This week, we attended Fospha's pre-peak webinar on Acquiring Customers Profitably During Peak Period. Here's what we learned:

  1. Competition is hot – so be prepared

With the ad economy rebounding and cross-channel CPA up 13% YoY, brands need to step up. Dan Sava compared Peak Period to the Olympics—each year, competition gets tougher, and brands need to start preparing early to stay competitive.

  1. Go full-funnel to unlock scaling potential in Paid Social

There is still huge headroom for brands to scale Paid Social, but there’s a knack to creating a sustainable approach. A full-funnel strategy. Henry Linney shared how Seraphine boosted returns by investing more in Paid Social Consideration and Awareness, while Dan Sava highlighted Nike’s method of educating customers early to ensure they’re ready to convert by Black Friday.

  1. Don’t ignore TikTok

The panel highlighted the huge value in TikTok’s seamless consumer experience, from discovery to purchase. Dan Sava added, “Most, if not all, brands should try it.”

🎥 Watch the full webinar here!

More to Discover ⌚

Meta's latest update for Ray-Ban smart glasses introduces reminders and voice messaging via WhatsApp and Messenger. You can now interact with Meta AI more seamlessly, scanning QR codes and calling numbers effortlessly. Future updates promise real-time speech translation, enhancing the glasses' functionality and user experience.

Garmin introduces the Lily 2 Active smartwatch, blending style with functionality. It features built-in GPS, health monitoring, and sports apps, making it ideal for active lifestyles. With a sleek design and long battery life, it supports fitness tracking, meditation, and connectivity, priced at $299.99.

The Google Pixel Watch 3 offers significant improvements over the Pixel Watch 2, including a larger display, enhanced brightness, and additional features like Fitbit integration and faster charging. While the Pixel Watch 2 remains a good option, the Pixel Watch 3's advancements make it a more compelling choice for Android users.

Performance Platters 🍽️

Social ad spending targets younger audiences with low-cost products, leveraging platforms for direct-response ads and video formats. Media and entertainment use social media for game installs amid reduced TV spending. Retail and CPG dominate social ad spend, driven by competition from Shein, Temu, and D2C players.

Brands face "deal fatigue" as constant sales events pressure budgets and loyalty. To stand out, they innovate with exclusive products, tiered discounts, and added value like loyalty points. Despite challenges, Prime Day remains crucial. Adaptation is key in navigating this evolving retail landscape, ensuring sustained customer engagement and growth.

Retailers are starting holiday promotions earlier due to inflation and a shorter shopping season. With a focus on budget-friendly options and early deals, marketers aim to capture consumer interest. Enhanced in-store experiences and creative delivery strategies are key to building customer loyalty and adapting to economic challenges.

ClickZ is a Contentive publication in the DTC Ecommerce division