ClickZ Winter Sports Newsletter - 10.17.2024

PLUS: Ligety joins DPS Skis as Head of Product Performance to elevate ski design

Author

Marina Mouka
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 🍪

M1 Skis

M1 Skis are poised to revolutionize the ski industry with their innovative use of aerospace-grade 7050 aluminum alloy. Unlike traditional skis, which incorporate metal alloys in layers, M1 skis are entirely constructed from this durable material. This design promises enhanced dampness and predictability, offering skiers superior control and comfort. The consistency of aluminum allows for precise design fine-tuning, ensuring each ski performs reliably. Additionally, the 7050 aluminum alloy boasts greater durability, potentially extending the skis' lifespan compared to conventional builds.

Maintenance of these skis aligns with traditional methods, with minor scratches polished out and larger damages addressed through stone grinding. The edges are maintained similarly to steel edges, ensuring ease of upkeep. M1's approach could mark a significant shift in ski manufacturing, emphasizing the balance of strength, dampness, and stability.

Currently, M1 skis are available for reservation, with shipping anticipated in December 2024. A $500 deposit secures a pair, with prices starting at $4,995. An all-mountain option is expected to debut during the 2025-26 ski season. This development highlights a potential turning point in ski technology, challenging the status quo and inviting critical evaluation of traditional ski construction methods.

Alain Grosclaude

Lindsey Vonn may return to competitive ski racing, as rumors swirl about her training in Austria and New Zealand. The FIS introduced a wildcard option for retired athletes, which Vonn qualifies for. If successful, she could compete in the 2024-25 World Cup season, joining other returning skiers.

The Financial Times has launched a snowsport ad campaign in partnership with GB Snowsport, showcasing British skiing and snowboarding achievements. Created with BMB, the ads feature iconic imagery by Sam Mellish and Jamie Matthews, aiming to highlight Britain's rich snowsport history and successes to the newspaper's readers.

Ted Ligety, a retired U.S. ski racer, ends his 14-year sponsorship with Head and joins DPS Skis as Head of Product Performance. Ligety will leverage his expertise to innovate ski design, working closely with DPS leadership to enhance product development and elevate the brand's offerings.

Selecting the right snowboard boots is crucial for comfort and performance. This article reviews top boots for 2025, emphasizing the importance of professional fitting and insoles. It highlights various models for different riding styles, offering detailed insights to help you make informed choices for your snowboarding adventures.

Perfect Moment has expanded its Perfect Second Moment resale program to the UK, France, Italy, and Germany. This initiative, in partnership with Reflaunt, promotes sustainability by extending the life of luxury skiwear. It rewards customer loyalty and aligns with the growing global secondhand market trends.

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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