ClickZ Winter Sports Newsletter - 11.07.2024

PLUS: Winter Dew Tour on Hold – Industry Shifts Ahead ❄️

Author

Rafe Houston
November 07, 2024 • Estimated Reading Time: 7 minutes

Leading Voices 📣

YouTube surpasses forecasts in Alphabet's Q3 earnings call

Google parent Alphabet's Q3 earnings call revealed YouTube's impressive performance, bringing in nearly $9b in ad revenue—a 12.2% increase year-over-year. This substantial growth, typically undisclosed by Alphabet, signals the platform's rising dominance in digital advertising.

👉 Fospha also highlighted this upward trend in their their latest report, identifying YouTube as the second-fastest-growing ad channel for eCom brands by ad spend.

While YouTube currently reports the highest CPA among Google channels as brands adapt and optimize their campaigns, its increasing popularity reflects a broader shift toward brand-building channels for long-term growth. The platform's potential for driving brand growth makes it one to watch in coming quarters.

🔗 Read about the earnings call here.

Specialty Bites 🍪

Helly Hansen’s "Ski Free" promotion is giving everyone a lesson in how to leverage partnerships for compelling, experience-based rewards that deepen customer engagement. Rather than simply discounting products, Helly Hansen has created an ecosystem where purchasing their gear translates into tangible lifestyle benefits—like free or discounted lift tickets across multiple global resorts. Strategically, this model encourages brands to consider partnerships with resorts, instructors, or events that reinforce brand identity while offering customers unique value that drives sales and brand affinity.

The Winter Dew Tour, a staple of freestyle skiing and snowboarding since 2008, won't return to Copper Mountain this season. Once an Olympic qualifier and a draw for stars like Red Gerard, its absence marks a shift in the ski and action sports landscape. Over time, the event evolved from its original Breckenridge location, weathering ownership changes and adapting to a saturated extreme sports market.

While the Dew Tour's pause marks the end of an era, it paves the way for new ventures, such as Shaun White's Snow League debuting in 2025. This change reflects the industry's dynamic nature and continuous push for innovation, promising fresh opportunities for growth and excitement on the slopes.

Minus33, known for premium wool apparel, introduces its WoolTek Expedition gloves, designed for extreme winter. Available as gloves, mitts, and three-finger options, these products blend Minus33's wool expertise with modern tech. Featuring renewable Lavalan insulation (cruelty-free European wool) and goat leather palms for durability, they are built for lasting performance. PFAS-free shells, HDry membranes, and touchscreen-friendly finger pads enhance functionality, appealing to modern outdoor enthusiasts.

Priced at $169.99, these gloves highlight Minus33's heritage and innovation, continuing a wool production legacy in Ashland, NH, since 1840, while pushing sustainability in outdoor gear.

Choosing between 75mm and NTN telemark setups involves weighing pros and cons. The classic 75mm offers a snug fit and affordability, while NTN provides modern technology and ease of use. Start with the right boots, as comfort is crucial. Voile's video can guide your decision-making process.

The 2025 Livigno World Rookie Fest marks its 20th edition from January 11th to 18th, celebrating its pivotal role in youth sports. This year brings a twist—freeski competitions kick off the event (Jan 11-14), followed by snowboarding (Jan 14-18). This change aims to enhance the participant and spectator experience, showcasing the fest's commitment to progress.

Winners will earn places in the World Rookie Tour Finals: top freeskiers head to Madonna di Campiglio, Italy, and snowboarders to Kitzsteinhorn, Austria. With ties to the Italia dei Giochi 26 project, the fest continues to nurture future talent. Packed with competitions and side events, Livigno promises a blend of sport and culture that solidifies its status as a youth sports cornerstone.

Editor’s Pick🎯

Jamie Bolton reveals how top eCommerce brands drive resilient growth:

🌐 Diversification is Key: A diverse channel mix acts as an “insurance policy” for brands amid rising CPAs and a challenging market.

🔄 Stay Agile: What worked last year may not work today. Top brands adjust their strategy over time, adapting to new growth levers as they mature.

📊 Measurement Matters: With channel diversity comes more complex measurement needs. Only with full-funnel attribution can brands assess their channel mix and remain agile.

For a full rundown, check out the full post!

Performance Pulse 📈

Front Row, an acceleration company, helps brands optimize eCommerce strategies on platforms like Amazon. By leveraging Deal Days, brands can boost sales and visibility. Success requires planning, unique offerings, and nurturing customer loyalty. Effective SEO and affiliate marketing are crucial for sustained growth and maximizing long-term benefits.

LinkedIn's new research highlights the effectiveness of connected TV (CTV) campaigns for reaching decision-makers. With LinkedIn's CTV ad options, you can extend your marketing to platforms like Paramount and Roku. This approach could enhance your campaign's reach, especially among influential LinkedIn users who regularly consume CTV content.

Brands are shifting focus this holiday season, emphasizing social media content like hauls and unboxing over traditional e-commerce. According to Digiday Research, companies are refining strategies, including gift guides and catalogs, while adjusting discounts and revenue expectations. Insights from industry professionals highlight evolving marketing tactics and competitive dynamics.

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