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Cyber Monday: We made it
Matej Dolenec
December 02, 2024
Good morning. Today is a special Cyber Monday Edition!
As you may have noticed there is a slight rebrand in the name and content. Going forward there will be 3/4x times a week update on everything happening in DTC world
Marketing, performance, tech etc…
—Matej Dolenec
What is Happening In the DTC World?
Table of Contents
Black Friday Vibes
Operators have had very mixed feeling about the last week
This BF was a mixed bag
We had some:
>record days
as well as some
>missed projections (although still up DoD and YoY)A pattern is that CPMs were way way higher than last year, so smaller spenders couldn't compete
On the other side, all my big spending accounts did really well
— Marin.Istvanic (@IstvanicMarin)
10:13 AM • Nov 30, 2024
The above seemed a recurring theme among the Twitter and LinkedIn crowd.
Meta has been able to scale but at worse numbers than expected.
Connor From Ridge explains it the best
Literally everything has worked better than Meta today
Snap, YouTube, App**vin, TikTok saw massive upticks DoD
— Connor MacDonald (@couuor)
10:57 PM • Nov 29, 2024
Applovin: Hype or Bust?
The discussion around Applovin has cooled off in the last week. Based on what is being spoken and shared the channel IS incremental and is providing results but at what costs?
Cody shared some holdout test results which showed a promising picture with some flaws
PROS
The channel is incremental and profitable
It has much better CTR and soft metrics
It is net new people versus returning
CONS:
Can’t do past customer exclusions
% of new customers is decreasing fast if you are a serious scaler
Ok we got them back.
It is definitely incremental. But, way less new than we would like. The good news is it is solidly incremental on total orders and is net profitable.
But for this current test, customer acquisition was not profitable. I'd like to test again with new… x.com/i/web/status/1…
— Cody Plofker (@codyplof)
11:48 PM • Nov 26, 2024
Memes Corner
We also had some banger memes
"If CPMs were lower this black Friday we would have smashed"
— Dave Rekuc (@DaveRekuc)
2:15 PM • Dec 1, 2024
Closing thoughts
YoY things are looking good coming CM.
General performance is 25% better YoY! Things have been pretty much the same in terms of forecast and playing it out YoY so adjust accordingly today
Happy scaling
Matej