ClickZ Eyewear Newsletter - 11.07.2024

PLUS: Akoni’s Innovative Style Meets Japanese Craftsmanship

Author

Sophie Bruxner-Randall
November 07, 2024 • Estimated Reading Time: 6 minutes

Editor’s Pick 🎯

YouTube surpasses forecasts in Alphabet's Q3 earnings call

Google parent Alphabet's Q3 earnings call revealed YouTube's impressive performance, bringing in nearly $9b in ad revenue—a 12.2% increase year-over-year. This substantial growth, typically undisclosed by Alphabet, signals the platform's rising dominance in digital advertising.

👉 Fospha highlighted this upward trend in their their latest report, identifying YouTube as the second-fastest-growing ad channel for eCom brands by ad spend.

While YouTube currently reports the highest CPA among Google channels as brands adapt and optimize their campaigns, its increasing popularity reflects a broader shift toward brand-building channels for long-term growth. The platform's potential for driving brand growth makes it one to watch in coming quarters.

Niche Nuggets 🔎

LOFT Eyewear introduces New York Eyewear Design Week, set for March 2025, uniting diverse brands like Kering and Thélios. This event offers an immersive experience for industry professionals, showcasing trends and innovations. It includes education and resources, fostering a creative business environment in New York City.

Forall Frameworks, a Texas-based eyewear brand, introduces 21 new frames, including the innovative double bar Utopia. Handcrafted in Lubbock, TX, these frames reflect superior American craftsmanship. Available through independent optometrists, this collection blends modern sophistication with classic elegance, ensuring high-quality, stylish eyewear that stands the test of time.

Rosario Toscano, CEO of Akoni Group, collaborates with Valentino for eyewear, emphasizing Japanese craftsmanship. Despite launching during a pandemic, Akoni thrived, securing the Valentino license in 2022. Toscano values style and functionality in products, highlighting sunglasses' dual role in fashion and health. His insights reflect resilience and innovation.

Blackfin's Atlantic and Pacific AW 2024 collections showcase innovative design using aerospace titanium. The Atlantic line features bold, lightweight frames with British-inspired styles, while the Pacific offers oversized, feminine frames. Both collections include hypoallergenic nose pads for comfort and are crafted in Italy, reflecting Blackfin's commitment to quality and style.

Adidas Sport Eyewear combines style and functionality, offering high-performance eyewear for athletes. The collection features innovative designs with improved technology, ensuring comfort, durability, and protection. With options like curved lenses and adjustable elements, these products cater to various sporting needs, enhancing both performance and personal style.

Leading Voices 📣

Jamie Bolton reveals how top eCommerce brands drive resilient growth:

🌐 Diversification is Key: A diverse channel mix acts as an “insurance policy” for brands amid rising CPAs and a challenging market.

🔄 Stay Agile: What worked last year may not work today. Top brands adjust their strategy over time, adapting to new growth levers as they mature.

📊 Measurement Matters: With channel diversity comes more complex measurement needs. Only with full-funnel attribution can brands assess their channel mix and remain agile.

For a full rundown, check out the full post!

Performance Pulse 📈

Ad prices fell in Q3 2024, impacting ad spend growth in search and social. Retail media saw a click surge, while new formats outpaced traditional channels. Amazon DSP and Google Performance Max showed significant growth. Lower prices increased ad volume, especially in retail media's purchase funnel.

To navigate rising holiday advertising costs, diversify your strategy by incorporating platforms like TikTok, YouTube, and Connected TV. These channels offer competitive pricing and reach new audiences. Focus on user-generated content and platform-specific strategies to optimize engagement and conversions, ensuring a successful holiday marketing campaign.

Front Row, an acceleration company, helps brands optimize e-commerce strategies on platforms like Amazon. By leveraging Deal Days, brands can boost sales and visibility. Success requires planning, unique offerings, and nurturing customer loyalty. Effective SEO and affiliate marketing are crucial for sustained growth and maximizing long-term benefits.

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