ClickZ Sports Equipment - 10.17.2024

PLUS: Marco Odermatt’s new signature ski helmet is here!

Author

Sophie Bruxner-Randall
October 17, 2024 • Estimated Reading Time: 8 minutes

Ad Week New York 🎤

ADVERTISING INSIGHTS
Advertising Week NYC Recap

💡 Balancing Fame and Flow in a Post-Privacy Landscape, by Sam Carter, CEO of Fospha.

AdWeek NYC 2024 was packed full of fresh ideas and powerful reminders of evergreen principles. From navigating privacy challenges to ensuring sustainable brand growth, here are my key takeaways that all brands should be implementing:

  1. Balance Fame and Flow: Brands that focus too much on short-term conversions and neglect long-term brand-building efforts fall into the ‘doom loop’, converting only existing demand without generating new demand. Eventually the convertible audience is exhausted, efficiency plummets, and the brand finds itself in trouble. To avoid this, brands need to strike the right balance between conversion and long-term brand awareness to sustain growth.

  2. Go Full-Funnel for Measurement: To balance short and long-term goals of conversion and brand awareness, marketing teams need to be able to measure the impact of both. Last Click attribution chronically undervalues awareness activities, so brands should opt instead for measurement tools that use a full-funnel methodology.

  3. Privacy-Proof Your Tech Stack: With third-party cookies deprecation and new privacy regulations cropping up regularly, brands need to accept the death of user-level data and embrace privacy-centric solutions to future-proof their measurement. 

Read the full article here. 

Hot in D2C eCommerce 🔥

AI POWERS PRIME
Amazon Prime Big Deal Days 2024 Breaks Records with AI and Innovation (top links below 👇)

Amazon’s Prime Big Deal Days 2024 made history with the largest October shopping event ever, saving Prime members over $1 billion globally. This year’s event highlighted Amazon’s cutting-edge AI tools, including its AI assistant, Rufus, and drove massive sales across electronics, toys, and apparel. Top brands like Apple and Dyson offered unbeatable deals, setting the stage for a promising holiday shopping season.

Momentum Commerce reported a 41% sales increase on Day 1, with brands like Crocs and Lego leading the charge, while regions like Canada and Europe saw notable growth despite weather impacts affecting the U.S. Competitors Target and Walmart also launched early sales events, but Amazon's use of innovative shopping tools and AI set it apart in an increasingly competitive market.

For deeper insights into this record-breaking event, explore these key sources:

Specialty Bites 🍪

Rudy Project's Astral X sunglasses offer lightweight comfort and extensive coverage, enhancing athletes' performance across various sports. With polycarbonate lenses and UV protection, they provide clear vision and glare reduction. Adjustable features ensure a custom fit, making them ideal for outdoor and winter sports enthusiasts seeking superior optics and protection.

GumGum Inc. has launched a new sports marketing solution, combining its advertising platform with Relo Metrics' sponsorship measurement. This innovative approach allows brands to enhance their sponsorship value by delivering relevant ads and tracking their impact before, during, and after sports events.

The solution offers real-time insights, helping brands optimize their sponsorship investments. For example, during the 2023 FIFA Women's World Cup, sponsorships generated significant media value. The platform identifies safe and positive digital environments, particularly in women's sports, which are experiencing rapid growth.

By leveraging contextual insights and creative data, GumGum enables brands to connect with audiences beyond the stadium, ensuring meaningful engagement across digital platforms. This comprehensive solution is a game-changer for brands looking to maximize their sports marketing efforts.

POC and Marco Odermatt have launched the Obex Pure Odermatt edition helmet, designed for non-competition skiing. This helmet reflects Odermatt's passion for skiing beyond racing, featuring his signature lion design. POC aims to inspire skiers with this new edition, emphasizing freedom and joy in skiing.

The Mystery Ranch 3 Way Expandable Briefcase is a versatile, durable option for professionals needing flexibility. It offers multiple carry modes, decent organization, and protective padding for electronics. While the zippers could open wider, its robust construction and expandability make it ideal for daily commuting and light travel.

Tifosi Optics introduces its Readers Collection, featuring Swank and Smirk frames with full-lens magnification in three strengths. Priced at $29.95, these stylish, durable readers offer UVA/UVB protection and anti-reflective coating. Available in various colors, they launched on October 11, 2024, online and at select retailers.

Performance Platters 🍽️

Microsoft is transitioning from its retail media platform, PromoteIQ, to a partnership with Criteo. This shift reflects the evolving retail media landscape, emphasizing the need for adaptable strategies. While PromoteIQ's closure isn't officially announced, the move highlights the importance of resilient, owned architectures in the dynamic ad tech industry.

Retailers often miss revenue opportunities throughout the purchase funnel, from accessibility issues to ineffective discount strategies and poor mobile optimization. In this insightful podcast, experts explore how optimizing these areas can reduce cart abandonment and boost customer retention. Additionally, they discuss how strategic return policies can enhance customer loyalty while minimizing losses. Listen now for actionable tips to create a more profitable retail experience.

LoopMe introduces Brand Outcome Scores, an AI-driven tool enhancing ad performance by predicting ad effectiveness without cookies. This innovation aids marketers in optimizing campaigns across mobile video, CTV, and display ads. Initially launching in the US and UK, BOS aims to revolutionize advertising strategies globally.

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