One of our core competencies is our handling of multiple platforms and most importantly tieing the critical data together necessary to understand the impact of each channel for the brand or advertiser. Self service media management advertising platforms has only grown since the launch of Google Ads in 2003, the largest growth between 2013-2019, with twitter, quora, bing, and other platforms launching their own ad solution. This past year, TikTok made the largest splash and a continued topic of discussion, many advertisers wonder how to expand, test and scale. Variable Media provides the solutions necessary to achieve this.
When testing any new platform specifically for growth we primarily focus on three areas
New User Acquisition Cost - The cost to acquire a new customer is different from a user who has been exposed to the brand or purchased the product, thus requiring a higher cost and lower conversion rate in most cases. But unfortunately, we can’t have our best converting returning customers/users without a new / first-time customer.
Variable Insights - Each platform provides a unique set of insights based on what they make available to their advertisers. For instance, Google Ads can provide you the parent vs. non-parent comparison while Facebook provides a great platform (FB/IG) & placement (Stories, Reels, Feed) contrast.
Creative - The most important variable across the majority of ad platforms, what we learn can be both impactful to performance but also important to brand as we’ve seen within many case studies presented.
Growth / Scale
The Growth and Scalability for the majority of brands depend on variety of factors many of which sit outside of paid acquisition. Some brands might be heavier or lighter on their dependence of paid media again increasing the focus or non-focus. Variable Media adds value by customizing a solution to bring in all channel data to help understand the impact of all functions of the brands business.
For instance, when we combine an understanding of the Shopify product data in combination with the creative, placement, and platform we have a good insight into what we want to scale and test to drive the KPI (key performance indicator) for the brand/agency.
These two words are important to brands, but we’ve seen in the last decade how impactful COVID has been for e-commerce. Thus our ability to analyze understand and implement help us act faster than n many others in turning the dials necessary to scale and grow at the right time. In addition, annotating year over year our brand sale, offer, launch, and other key dates during the year also provide a database of where we can double down or learn how to be different, which in turn drives innovation for the brand through understanding.