3 ways to get more from your paid social ad spend | The Paid Social Marketer Newsletter

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Revealed: Investing in Brand Campaigns = Higher AOV

For many finance teams, brand has become shorthand for expensive campaigns with little proven impact. The result= when budgets tighten, brand is often the first to be cut.

Marketers know this is a mistake, but they don’t have the data to prove it - until now.

🔐 Fospha’s latest research uses Bayesian network modelling to uncover the causal relationship between brand spend and commercial outcomes like conversions and AOV.

🍸 Meet us at The Lead Summit - drinks on us

ClickZ Media is hosting an informal drinks reception on 29 May at 4:30 PM, just a short walk from The Lead Summit venue—somewhere stylish in NYC’s FiDi district.

Expect bold conversation, sharp minds, and good wine—no speeches, no badge scans. Just the people driving the future of commerce.

🔒 Limited spots – Exact location revealed after RSVP

Sector Spotlight 🎥

INFLUENCER MARKETING

Brand Partnerships and Creator-Led Campaigns Define the Latest Influencer Marketing Trends

Brands like Domino’s, Byoma, and Wingstop are increasingly integrating creators and influencers into campaigns, leveraging influencer-driven in-store displays, branded social content, and emerging AI tools on platforms like TikTok.

These shifts highlight the growing importance of creator partnerships and advanced measurement strategies for marketers seeking to drive measurable impact. Marketers should assess these evolving channels for audience engagement, brand relevance, and ongoing performance evaluation.

SOCIAL MEDIA MARKETING

3 Ways to Get More from Your Paid Social Ad Spend

Maximizing paid social ad spend demands focused platform selection based on audience behavior, refined creative tailored for engagement, and precise audience targeting using first-party and behavioral data.

Marketers benefit by continuously testing, monitoring key metrics like ROAS and CPA, and integrating paid social with other channels to sustain ROI. Success depends on disciplined budget allocation, regular creative refreshes, and leveraging data-driven targeting over surface-level segmentation.

SOCIAL MEDIA MARKETING

Paid Social Media Dominates Publisher Growth With Precision, Data, and Rising Investment

Publishers are increasingly prioritizing paid social media, allocating up to 40% of media budgets to platforms like Facebook, YouTube, and TikTok as organic reach diminishes. Custom audiences and AI-driven tools improve campaign efficiency, but challenges persist with rising costs, attribution complexity, and rapidly evolving algorithms. Maintaining brand voice, leveraging first-party data, and cross-channel integration are crucial for driving measurable eCommerce growth and long-term audience engagement.

OMNICHANNEL MARKETING

Designing Omnichannel Campaigns for Better Results

Omnichannel campaigns connect with customers through SMS, email, chat apps, and in-store touchpoints by maintaining consistent messaging and adapting to communication preferences, supporting higher trust and loyalty. Technology integration—such as automation, APIs, and advanced analytics—enables timely personalization, ongoing optimization, and measurable performance improvements.

Marketing professionals gain actionable frameworks for mapping customer journeys, segmenting audiences, and refining cross-channel engagement to drive growth.

Influencer Corner 📢

Optimization Hub ⚙️

INNOVATIVE SHOPPING TECHNOLOGIES

AI Shopping Agents Transform How Consumers Discover, Compare, And Purchase Products

Agentic AI is rapidly transforming eCommerce by automating purchase paths, driving down margins through instant price comparisons, and disrupting product discovery and ad performance, requiring marketers to rethink content strategies and adapt to algorithm-driven environments. Despite current hesitancy among shoppers, early adoption offers retailers a critical edge.

RETAIL MEDIA INNOVATION

First-Party Data and Omnichannel Media Transform Retail Advertising Effectiveness

First-party data and omnichannel integration are reshaping retail media by providing marketers with measurable KPIs like ROAS and new-to-brand buyers, driving precise targeting and ROI accountability. Emerging technologies—including AI-driven optimization and data clean rooms—enable brands to link campaigns directly to in-store and online sales. Marketers seeking practical, results-driven channels should recognize retail media’s mounting role in achieving measurable growth, particularly as digital-physical attribution improves.

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