Sam

BD @AxonAdsManager

[Sam @Sam18836]

https://t.co/bn6SjzFjvK

[Axon by AppLovin @AxonAdsManager]

Wayfair takes a very simple approach to new channels: test them.

In this clip, Morgan Brown, @Wayfair's Head of Paid Media, explains how they evaluate new platforms, with real incrementality tests and strict ROAS thresholds.

They ran a state-level holdout test with Axon by AppLovin and saw higher revenue where Axon was live.

The unlock was Axon deploying their spend across their full creative mix and quickly learning what worked.

When the data cleared their ROAS threshold, the signal was clear.

For e-commerce and DTC teams focused on measurable growth, this is how serious testing gets done.

[Axon by AppLovin @AxonAdsManager]

Web brands often bring creative instincts shaped by social feeds onto Axon.
But Axon can benefit from a different approach.

In this post, Adam breaks down what that means in practice, why a full funnel channel needs full funnel creative, why longer videos often outperform, and how creative diversity drives scale.

If you’re advertising on Axon or just curious, this is a practical look at how to approach creative differently. 👇

https://t.co/GQXutVHdTl

[Sam @Sam18836]

@oliviaakory Make Tyler get an x account ?

[Sam @Sam18836]

@oliviaakory lol agencies and dentists !! Both attractive to PE hmmmm

[Sam @Sam18836]

@eric_seufert Yep! Guess it just depends on if the definition of best changes relative to consumer intent. Appreciate you engaging.

[Sam @Sam18836]

That’s a good question ! My general pov is when setting a conversion event in meta to something like roas, meta finds people with some existing level of intent for the product being advertised. Said another way, the ad exposure rarely catalyzes the intent to purchase, instead it captures that intent and your job as a marketer is to deliver messaging to effectively convert them. This isn’t a rule, and no doubt ig ads for low barrier to entry products can spur impulse buying, but I think largely life events catalyze intent more than anything else (just bought a home catalyzing intent for a new mattress for example).

And so if I’m right - and maybe I’m not - if all your doing is roas optimized media, you’re missing out on the vast swath of your customers who aren’t ready to buy today - which is most of them.

Back to your original post - for the in market shopper, I do very much believe volume and variety in ad content drives better outcomes. But if you’re messaging a consumer who isn’t in market, and you want to drive salience and positive perception where there attention is definitionally scarce, narrative based content might be stickier, so that when that consumer is in market, they’re more likely to chose you than they would have otherwise.

Wdyt?

[Sam @Sam18836]

@eric_seufert do you think this applies to awareness campaigns (where a brand wants consistency) as well, with the KPI being reach/frequency? Or is there an inverse correlation between how prescriptive brand can be w/ messaging and how easy the platform KPI is to hit? If

[Sam @Sam18836]

@TuckerCarlson Wait why @TuckerCarlson team do him dirty like this with the closed captions?

[Sam @Sam18836]

@datarade life off of = works for DR which twitter doesn't....

[Sam @Sam18836]

@benedictevans @hoogerwoord Yes. Organic search rank is a function of how many purchases you drive attributed to the customer search, compared to everyone else on that digital shelf. Anti vax books at the top because that’s what people who search “vaccination” on amz actually buy

[Sam @Sam18836]

@Bannedforself @SchockZach Hey - DM me. We specialize in FBM SFP for oversized SKUs.

[Sam @Sam18836]

@SchockZach @amazon Hey - DM me. We specialize in FBM SFP for oversized SKUs.

[Sam @Sam18836]

@JamesHercher Anker would like a word...

[Sam @Sam18836]

@JTLonsdale @RowingBlazers

[Aterian @aterian_io]

Turnkey access to the platform enabling hundreds of millions in sales across the largest ecommerce channelTurnkey access to the platform enabling hundreds of millions in sales across the largest ecommerce channelTurnkey access to the platform enabling hundreds of millions in sales across the largest ecommerce channelTurnkey access to the platform enabling hundreds of millions in sales across the largest ecommerce channelTurnkey access to the platform enabling hundreds of millions in sales across the largest ecommerce channelTurnkey access to the platform enabling hundreds of millions in sales across the largest ecommerce channels

[Sam @Sam18836]

@WillOremus @linakhanFTC has some thoughts about it...

[Sam @Sam18836]

@mattyglesias lol this is a good tweet

[Sam @Sam18836]

@tedturnerisaliv @sullydish Right! Said another way, libs stoked animosity towards cops, so now they don't want to do their jobs. Maybe! But having a critical component of society refuse to do their jobs (that we all pay for) because the libs said mean things about them doesn't feel so sustainable