Good morning. We are less than one week away from Christmas which means it's time to tout your expedited shipping options so customers can get those presents under the tree.
What you’ll find in today’s DTC:
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For advertisers, Google has made some updates to their Video Reach Campaigns (VRC) to widen your reach and make it easier to get in front of your target audience.
Within ad campaigns, there are new additions for multi-format ads.
Along with in-stream ads, advertisers can now get ads shown in-feed and as YouTube Shorts ads.
New types of ad formats available:
In-Feed Ads: Ads for your brand or product are shown alongside relevant YouTube content.
Shorts Ads: These ads can be static images or videos that appear in the Shorts feed.
What this means:
This is a huge opportunity for advertisers. YouTube Shorts have taken off this year and have quickly become a breakout feature for the video platform, garnering 70 billion daily views.
That means more engagement on your ad campaigns and at a lower CPM. 👀
Now that we are finishing our final holiday push, let’s redirect our attention to evergreen advertising content.
This is the perfect time to start planting some evergreen content.
Yes, while we are still in Q4.
This week there will be tons of messages around last-minute gifting, but this type of content is short-lived and has low return. Consumers have become numb to the same messaging every year.
So let’s mix in some evergreen content and refresh those ads.
Ride the higher-than-normal purchase intent wave and mix in some evergreen content into your paid ad campaigns so you are set up for success going into Q1.
By evergreen, we mean brand specific styles that showcase your brand distinguishing factors and content that only looks like you. Hype content, if you will.
Now don’t mistake branded content for using more of your dominant brand’s color and logos - Meta puts a heavy tax on those creatives and often won't give you the highest conversions.
At Pilothouse, the majority of their clients' highest-earning ad creatives, both in Q4 and transitioning into Q1, are evergreen, meaning they remain effective over time.
Time to winterize!
Here’s some great last minute gift ideas from a few of our subscribers.
🍭 Can’t say no to a surprise sweet treat.
Rather than presenting just a gift card, throw in a bag of their favorite candy so they don’t suspect what it is. Great idea Stephanie!
🍷 Adding a little vino always works.
We are with you Laci. Giving away a lovely bottle of wine, a pair of wine glasses, or snacks to pair with their favorite wine are all great last minute options!
😀 Give the gift of quality time.
Our reader Katelyn suggests purchasing a virtual escape room and printing out a gift card voucher in Canva so you can still give them a physical keepsake.
If you’re grasping at straws for content ideas, consider creating daily or weekly segments on your Tik Tok channel so viewers know what to expect.
Building episodic content is a great way to drive more traffic and build credibility in your space.
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DTC Newsletter is written by Rebecca Knight, Frances Du, and Michael Venditti. Edited by Eric Dyck.
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