Meta is making some changes to its Marketing API, which are designed to ensure that it’s able to maximize ad results via its Advantage+ targeting tools, and explore additional opportunities for your promotions.

First off, Meta’s rolling out a new feature within placements that will allocate 5% of your ad spend to your excluded placements, when it’s likely that they’ll see good performance.

So now, if you exclude certain ad placements (e.g. Facebook Feed, Threads feed, right-hand column, IG Explore), Meta’s system will retain the option to allocate a small amount of your ad spend to those options, if its system thinks that they might drive better results.

As explained by Meta:

“For Marketing API advertisers: Allowing limited spend to specific placements is not automatically enabled when excluding placements. To apply limited spend to specific placements, you must explicitly use the new API endpoints to designate which placements should have spend restrictions. All placement exclusions and limited spend settings must be managed through the API, and changes can be made at any time by updating your API configuration.”

So, a bit technical, but basically, Meta’s saying that when you’re creating your ads via third-party platforms and tools, it will now give its systems more flexibility to try out alternative placements, even if you don’t think they’ll be of benefit.

So if you want to exclude feed placements entirely, but Meta’s system determines that they could be effective, it’ll retain the flexibility to show your promotions in feed in a limited capacity, which could then help to show you how these options can also drive results.

Meta further notes that Advantage+ placements are its recommended option for most advertisers, in order to maximize ad performance.

“This approach reviews all available placements to find the most cost-effective opportunities for every impression, helping you reach more people for less. However, if you can’t use Advantage+ placements and need to manually exclude certain placements, we recommend using this new feature. It’s a smarter alternative to blocking placements entirely, giving you more flexibility and potentially better performance.”

Essentially, Meta’s saying that its ad placement process is getting smarter at showing your ads where they’ll drive the best results, even if you don’t think those placements will work. So now, Meta’s system will retain the option to at least test alternatives to your exclusions, as it looks to highlight the best options.

On a related front, Meta’s also deprecating legacy APIs that don’t utilize Advantage+ setup, in order to ensure that all ad campaigns are able to utilize the power of its evolving AI targeting tools.

“Following the launch of the streamlined Advantage+ experience for sales and app objectives in V23.0 of the Marketing API and the planned deprecation of the Advantage Shopping Campaigns (ASC) and Advantage App Campaign (AAC) APIs for campaign creation in MAPI V25.0 (Q1 2026), we are launching Advantage+ Migrations to support developers in transitioning legacy ASC/AAC campaigns into the new Advantage+ structure.”

Yeah, that’s a bit of a mouthful, but the explanation here relates to the further integration of Meta’s evolving AI targeting capacity, which will ensure that all ad campaigns are able to utilize Meta’s latest tools in this respect.

“From V24.0 (8th October), we will no longer allow new ASC/AAC campaigns to be created using the legacy ASC/AAC APIs. Developers may revert to previous MAPI versions (i.e., v23.0 or less) to continue using or editing legacy ASC/AAC APIs, however we highly recommend that developers start creating and using Advantage+ campaigns.”

In summary, Meta’s now looking to make Advantage+ a bigger focus, and a more critical consideration for all advertisers, as it continues to improve its AI-powered ad tools.

Which should lead to better results, and now, Meta’s systems will have more capacity to experiment with and highlight such through sampling.

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Are you thinking about using Reddit for your 2025 holiday promotions?

It could be worth considering. Reddit now has over 110 million daily active users, while it’s also become the second most visited website in the U.S., as more people come to the app for real, human insights into various topics.

Including brands and products, while Reddit is also the most cited resource for AI chatbots, adding another consideration into its broader potential for brand marketing.

It could be worth a look, and if you are thinking about building a Reddit strategy, the platform has released a couple of new seasonal playbooks and guides to assist.

The first is Reddit’s “Best Practices for Dynamic Product Ads” guide, which includes overviews of all the key considerations for maximizing product promotions in the app.

As you can see in this example, Reddit has included a range of pointers and step-by-step notes to help you build more effective product promotions in the app.

The format of the guide is pretty straightforward, with a no-nonsense approach to mapping out the key steps.

But it lists all of the important points, and could be worth keeping handy for your planning.

Reddit’s also published a more general “Campaign Best Practices” checklist, which also covers off on key considerations for your marketing approach.

These are in addition to Reddit’s brand playbook, which provides a range of insights and notes on how to connect with the platform’s audience.

And if you’re wondering whether Reddit ads are for you and your brand, and what the related discussion is like in the app, you can also check out Reddit’s Pro Trends tool, which provides insight into what’s trending in the app at any given time, and enables you to hone in on specific topics and conversations.

Reddit campaigns won’t be effective for all brands, but in doing your research, you may find that there’s more potential there than you initially might expect.

And with its expanding ad options, and alignment with AI discovery, there could be significant benefits in building a Reddit presence, and ensuring your brand is part of the conversation.

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Video is where it’s at on LinkedIn, with video watch time in the app rising 36% year-over-year, while video posts are also now shared 20x more than any other content type.

If you’re serious about maximizing your LinkedIn performance, video needs to be a part of your strategy, and this week, LinkedIn has shared some new tips on how to make the most of video posts, with a range of usage stats, measurement pointers and case study examples.

You can download LinkedIn’s 17-page “B2B Marketer’s Guide: How to Build Your Brand with Video” for yourself here (via email sign-up), but in this post, we’ll take a look at some of the key notes.

First off, LinkedIn outlines the growing opportunity for video content in the app:

As you can see, LinkedIn has covered off on the usage notes that I referred to in the intro above, while short-form video is also on the rise, and LinkedIn video ads are seeing a heap more engagement.

And for B2B marketers specifically, LinkedIn has even more engagement stats:

So again, it’s pretty clear why you should be looking to include video content in your LinkedIn approach, based on pure engagement data alone.

So how can you go about making best use of video in the app?

LinkedIn has shared a range of notes and pointers on the “how” aspect:

LinkedIn’s keen to encourage authentic, informative video content, which can be easily captured on your phone, and uploaded to the app. LinkedIn says that this type of content performs well because it stops users as they scroll, and provides a human perspective on a professional topic. That can be a valuable connector that helps you build interest and trust via its video options.

LinkedIn has also included overviews of its various video ads options (and when you should use them), as well as case studies, and a listing of third-party platforms through which you can create and upload video to the app.

Worth noting too that LinkedIn recently announced a new integration with CapCut for this purpose, which could help you create more standout, engaging video promotions.

But again, LinkedIn is also preaching authenticity, with raw, real video uploads, which it says are resonating, particularly with younger users.

Some key notes, which could contribute to your LinkedIn video strategy.

You can download LinkedIn’s “B2B Marketer’s Guide: How to Build Your Brand with Video” here.

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Meta has announced a technical update to its Marketing API, which is designed to enable expansion of its Advantage+ promotions via third-party inputs.

With the usage of its automated Advantage+ promotions rising, and driving better results for many brands, Meta is now moving to align its Marketing API around more effective Advantage+ use, by making Dynamic Media an automatic element for Advantage+ campaigns.

As per Meta:

“Starting September 1st, 2025, we will begin defaulting the Dynamic Media field to OPT_IN for Advantage+ Catalog ads (Single Image, Carousel, and Collection formats). This change brings parity with Ads Manager which has the Dynamic Media toggle “On” by default, increasing creative liquidity and improving utilization of Catalog Product Video (CPV) assets to drive better ad performance.”

The Dynamic Media setting enables Meta’s Advantage+ campaigns to optimize ad display based on the products available in its database. So if the system thinks that a specific user will respond better to different products from your catalog, it’ll highlight those, based on its assessment.

This change means that third-party platforms offering Advantage+ Catalog Ads will now have this enabled by default, which Meta believes will improve campaign performance.

At the same time, that will also give Meta more options to optimize its Advantage+ ads, and learn more about what works.

And again, many advertisers are seeing better results with Advantage+ campaigns, with Meta CEO Mark Zuckerberg recently noting that its AI-powered recommendation model for ads drove 5% more ad conversions on Instagram, and 3% on Facebook, in the most recent quarter.

Meta says that this update will impact all Advantage+ Catalog ads created using the Marketing API, and will be applied to Single Image, Carousel, and Collection ad formats.

Advertisers will, however, still be able to opt out of Dynamic Media placement for their Advantage+ Catalog Ads if they choose.

Meta says this will be rolled out gradually, starting on 1st September 2025, reaching 100% enforcement by October 20th, 2025.

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Digital marketing plays a pivotal role in the success of fashion and apparel e-commerce brands, presenting unique challenges and opportunities within the fashion industry. In this article, we delve into tailored strategies for fashion e-commerce that can bolster your growth and elevate your online presence.

Optimizing Your Fashion E-commerce Website

User Experience and Mobile Optimization

Fashion customers demand a seamless, visually appealing online shopping experience, especially on mobile devices. Enhancing your online store’s user-friendliness can reduce bounce rates and increase conversions. Implement responsive design principles, optimize page loading times, and simplify navigation to create a frictionless browsing and shopping experience.

SEO Best Practices for Fashion Retailers

Implementing strong SEO strategies is crucial for driving organic traffic to your online fashion store. Conduct keyword research to target fashion-specific keywords with high search volumes and optimize product pages, category pages, and blog content with relevant keywords. Utilize meta tags, alt text for images, and schema markup to enhance search engine visibility and improve click-through rates from search engine results pages (SERPs).

Leveraging Social Media Marketing for Fashion

Instagram and TikTok for Fashion Brands

These platforms are indispensable for showcasing products through visually compelling content. Engaging reels, live streams, and influencer collaborations can significantly drive traffic and brand awareness. Create a content calendar to maintain a consistent posting schedule and leverage Instagram Stories and TikTok trends to engage with your audience in real time. 

Influencer Marketing and User-Generated Content

Collaborating with influencers who resonate with your target audience can amplify brand reach and credibility. Encourage user-generated content (UGC) by running contests or featuring customer photos on your social media profiles. Leverage influencer partnerships to launch exclusive collections or promote limited-time offers, driving sales and fostering a community around your brand.

Effective PPC Advertising Campaigns

Google Ads and Social Media Ads  

Targeting fashion-specific keywords in PPC campaigns can maximize ROI by reaching high-intent shoppers actively searching for your products. Craft compelling ad copy that highlights unique selling points and promotes seasonal promotions or new arrivals. Use ad extensions such as sitelink extensions to provide additional links to specific product categories or promotional landing pages.

Retargeting Campaigns and Dynamic Product Ads 

Implementing retargeting campaigns on Google Display Network and social media platforms allows you to reconnect with website visitors who showed interest but didn’t complete a purchase. Use dynamic product ads to showcase personalized product recommendations based on users’ browsing behaviour, increasing the likelihood of conversion. Take a look at our latest case study where we tailored our client’s ad campaigns with innovative targeting to significantly increase their sales.

Content Marketing and Blogging for Fashion Brands

Creating Engaging Content

Fashion guides, trend reports, and style tips not only attract but also retain customers by offering valuable insights and establishing thought leadership. Develop evergreen content that addresses common fashion dilemmas or seasonal trends, positioning your brand as an authority in the industry. Incorporate multimedia elements such as videos, infographics, and interactive quizzes to enhance engagement and shareability.

Utilizing Fashion Trends and Style Guides

Stay ahead of the curve by curating content around emerging fashion trends and seasonal style guides. Collaborate with fashion influencers or industry experts to create curated collections or style edits that resonate with your target audience’s preferences and aspirations. Use data analytics to identify trending topics and optimize content strategy accordingly.

Building a Strong Brand Community

Loyalty Programs and Exclusive Offers

Reward customer loyalty with personalized offers, early access to sales events, or points-based loyalty programs. Encourage repeat purchases and increase customer lifetime value by creating a tiered rewards system that offers exclusive benefits for top-tier members. Use email marketing and SMS campaigns to communicate exclusive offers and keep your community informed about new arrivals or special promotions.

Engaging Customers

Foster a sense of community through interactive social media engagements, customer forums, or online communities. Encourage customers to share their experiences and style inspirations on social media using branded hashtags or by tagging your official accounts. Monitor social media channels for customer feedback and respond promptly to inquiries or comments, demonstrating your commitment to customer satisfaction and brand transparency.

Embracing AI and Personalization

AI-Driven Product Recommendations

 Enhance shopping experiences with AI-powered product recommendation engines that analyze customer behavior and preferences in real-time. Implement personalized product recommendations on product pages, shopping carts, and email newsletters to cross-sell complementary items and increase average order value.

Measuring and Analyzing Your Marketing Efforts

Key Metrics for Fashion E-commerce

Monitor key performance indicators (KPIs) such as conversion rates, average order value (AOV), customer acquisition cost (CAC), and return on ad spend (ROAS). Use web analytics tools such as Google Analytics or Adobe Analytics to track user behaviour, traffic sources, and sales attribution across different marketing channels.

Data Analysis Tools 

Leverage advanced data analytics tools to gain actionable insights into customer preferences, shopping behaviours, and trends. Conduct A/B testing on landing pages, ad creatives, or email campaigns to optimize campaign performance and maximize ROI. Use data-driven attribution modelling to allocate the marketing budget effectively and prioritize channels that drive the highest conversion rates and revenue growth.

Additional Strategies

Tap into Local Buzz

Don’t miss out on seasonal opportunities! Align promotions with cultural celebrations, regional events, or holidays that resonate with your target audience.

Discounting Done Right

Strategic discounts are powerful, but use them wisely. Leverage data analytics to identify optimal discounting periods and segment customers based on purchase history or engagement.

Become Customer Centric

Understanding your customers is key! Utilize data and feedback to create detailed buyer personas, digging deep into their motivations, preferences, and pain points. Conduct surveys, focus groups, or social listening to gather qualitative insights.

Content that Converts

Content marketing goes beyond just selling. Develop campaigns that educate, inspire, or entertain your audience, subtly promoting your products in the process.

Moving Ahead & Staying Fashion Forward

Implementing these digital marketing strategies can significantly elevate your fashion and apparel e-commerce sales in 2024. With over a decade of experience working with large fashion e-commerce clients, Webtmize offers customized solutions to navigate the competitive landscape and drive sustained growth. Contact us today to discover how we can support your brand’s journey toward success in the dynamic world of fashion e-commerce.

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Digital marketing methods are adapting alongside emerging and developing technologies, according to Mediaocean’s H2 Market Report for 2025, with methods and tech considered experimental earlier this year becoming established strings to marketers’ bows.

The survey is based on the responses of over 500 marketing professionals the company contacted, and is the eighth publication from Mediaocean in its bi-annual research series.

The biggest and most powerful trends in the industry in the last six months, Mediaocean says, are AI, CTV, and identity, with nearly three-quarters of marketers surveyed citing AI as a priority. Current uses for the technology focus on creative, copywriting, media planning, data analysis, and campaign optimisation.

Identity remains a core pillar for marketers, driven in part by the apparent decline of cookie use, plus an uptick in media channels available to campaigns. Pinning down elusive customer profiles tends to entail a mixture of first- and third-party data, and “probalistic approaches,” the survey’s results show.

As part of activities that increase the focus on personalisation, cultural and political sensitivities were held to be increasingly important by the marketers who responded to Mediaocean. Brands are becoming aware that their communications intersect increasingly with political and advocacy issues, needing more detailed and nuanced messaging to reach diverse audiences, messages that need to change rapidly according to events.

As companies examine and allocate their budgets, Connected TV (CTV) looks set to benefit the most from marketers’ spending. CTV is the placing of ads on streaming platforms, and thanks to both the multiplicity of providers and better user identification metrics from broadcasters, companies can now focus more on precise targeting and individual ad performance, rather than a ‘spray and pray’ approach that concentrates merely on reach.

Privacy concerns have slipped down in the list of what marketers consider important, with the survey suggesting that marketers may be “deprioritising compliance-specific initiatives in favour of more proactive, identity-based solutions.”

Search advertising spending has fallen by 22% from H1, Mediaocean says, as AI results continue to replace ‘traditional’ SERP pages, with marketers now undertaking broader optimisation than pure-play keyword and incoming link activities – traditionally the cornerstones of SEO.

Optimising content for AI can be highly technical, with processes required that fall outside the remit of marketing function: moving JavaScript rendering to server-side, rather than in-browser, means re-coding online platforms, for example.

Despite the drop in search advertising budgets, overall marketing spend seems to be holding up, Mediaocean says, with companies reallocating funds from search to different channels and methods.

W Media Research’s principal and chief analyst, Karsten Weide, says “marketers are meeting change with a blend of resilience and reinvention.” Arron Goldman of Mediaocean say technologies and methods like AI, CTV and multi-ID strategies have moved beyond an experimental stage for marketers, and predicts that success in marketing later this year will be dependent on “how well brands align their technology, data, and creative.”

One primary technological challenge in digital marketing continues to be the unification of data sources from disparate platforms, an issue which is both technical and time-based – technologies and channel popularity change quickly compared to the speed at which data aggregation tech can be built and put into production.

Mediaocean is holding a webinar on July 29 to discuss its H2 Market Report, with input from IAB, Weide, and Lafayette Media.

(Image source: “Mistakes were made: evolution (HMM!)” by lindakowen is licensed under CC BY-NC-SA 2.0.)

See also: TikTok pushes AI ads that look just like real creators

Find out more about the Digital Marketing World Forum series and register here.

Tags: ai, cookies, data insights

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Solana has come back strong after a tough time in the market. This article examines the moves that have led to its recovery and offers some marketing advice for businesses of all sizes.

Solana’s comeback stands out in a cryptocurrency scene plagued by projects that never quite live up to their hype. What seemed like a good idea in 2021 raises questions about strategy as markets shifted in this volatile space. However, measured ecosystem development, thoughtful policy positioning, and marketing that prioritised substance over speculation have written the playbook for image and marketing recovery stories.

Creating engineering resilience via ecosystem development

The revival of Solana is the result of a disciplined effort to build infrastructure that solves real problems. Launched during the October 2021 bull market, the network’s aggregator has become essential in DeFi plumbing

A look at how the platform grew gives concrete insights for any business dealing with volatile markets. SOL peaked at $259.69 in value in November 2021 before slipping to $58.69 during the cryptocurrency winter of the following year. The token rose, re-crossing the $100 threshold again in January 2024, reaching $195.72 by March. The current Solana price demonstrates how execution can rebuild trust and value.

A similar story of strategic maturity can be found in the network’s NFT ecosystem. Artists love the minting tools, and collectors love the ease of discovering new investments. The dual focus on creators’ needs and collectors’ experiences has made it the default location for serious NFT activity.

Policy as competitive advantage

The establishment of Solana’s Policy Institute was a turning point. Bringing in Rachel Green Horn, who had worked previously at the Filecoin Foundation and Protocol Labs, showed a willingness to take charge of change rather than reacting to it.

Solana’s policy team works on practical issues – areas where clear rules help the entire ecosystem. The constructive attitude separates Solana from loudmouthed cryptocurrency execs and makes it a good fit for institutions and regulators alike. In regulated industries, helping write the rules is often more effective than fighting them.

Lessons in marketing from unlikely parallels

Solana’s marketing evolution is in tune with the principles embraced by big consumer packaged goods companies. Solana focuses on transaction speed and reliability (PepsiCo’s Chris Muscutt says it creates “surprise and delight” moments thanks to its potential for hyper-relevant personalisation). When a trade finishes faster than expected or an NFT mint goes smoothly, it creates the same positive brand association in the cryptocurrency space as a perfectly timed promotional offer.

The similarities continue with data strategy. Solana gathers real-world data for blockchain use, just as PepsiCo uses CDPs to combine customer insights. Clean and useful data is vital for effective marketing, regardless of the product. Key principles like understanding your audience and consistently delivering value are essential for success.

Sustainable growth in volatile conditions

Tactical marketers are separated from strategic marketers by economic headwinds. Downturns in the market call for constant engagement, not retreat. The playbook Solana offers is instructive: Instead of going silent during cryptocurrency winter, the platform increased developer education with regular technical deep dives and ecosystem updates.

The network also used social proof to show that builders are creating utilities. Whether it was a Solana-based carbon credit marketplace or a musician using NFTs to fund album production, real-life stories were more compelling than corporate messaging. In Solana’s case, such activity was a natural rebuttal to accusations around the unreliability of blockchain organisations.

The other key component was live engagement. Unlike other companies in the sector that just made anodyne announcements, Solana got creative with Reddit AMAs (ask me anything), chatting directly with the community. Similarly, there were hackathons to spark new app ideas for the network. These activities built true loyalty and kept Solana in the spotlight, at a time when many other projects faded away from public consciousness in the cryptocurrency and blockchain communities.

Actionable insights for strategic marketers

Learning from the Solana examples, we can draw some conclusions:

• Employ utility-driven development and make tools that solve users’ real-world problems,
• Boost market infrastructure and strengthen the ecosystem or community behind your offerings,
• Maintain consistent engagement. Regular, value-added communication fosters trust,
• Get involved in policy development and help shape the regulations that affect your industry.

The above gives any organisation a blueprint for regaining, maintaining, and increasing a brand’s equity. Its emphasis on real utility, technical excellence, and strategic engagement is a model in an era of fleeting attention-spans and empty hype. These are lessons for industry marketing leaders: sustainable success is not about following trends but about creating value that lasts.

When you build something useful, people build with you, and that creates a marketing advantage that money can’t buy.

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As digital marketing navigates tighter budgets, evolving AI integration, and shifting consumer expectations, 2025 presents both challenges and opportunities. Brandwatch’s recent report highlights key trends poised to shape the industry.

1. Unexpected Brand Collaborations

Brands are increasingly forming unconventional partnerships that captivate audiences and expand reach. Examples include CeraVe teaming up with Michael Cera and e.l.f. collaborating with Liquid Death to create a coffin-shaped makeup box. These surprising alliances generate buzz, tap into overlapping audiences, and attract new demographics. According to Brandwatch’s survey, 36% of marketers believe such collaborations will significantly influence digital marketing in 2025.

Pro Tip: Leverage the fear of missing out (FOMO) by introducing limited-edition products through these partnerships to amplify excitement and engagement.

2. Balancing AI with Authenticity

While AI offers efficiency in digital marketing, maintaining genuine connections with consumers remains paramount. A substantial 71% of marketers acknowledge the challenge of integrating AI without compromising the ‘human touch’. There’s a growing concern about potential backlash against AI-generated content, emphasizing the need for authenticity, connection, and trust.

Pro Tip: When implementing AI, ensure it enhances rather than replaces human interaction. Provide AI tools with sufficient context to deliver personalized and authentic experiences.

3. Bold Creativity at In-Person Events

In 2025, brands are investing in live events that showcase bold creativity to foster genuine connections. Over 60% of marketers agree that such experiences will be influential. These events not only engage audiences but also generate shareable content for social media. Localized content and events have already garnered over 5.24 million online mentions this year.

Pro Tip: Collaborate with local influencers to preview events, generating anticipation and extending reach to broader audiences.

Implementing These Trends

• Integrate Seamlessly: Rather than overhauling your strategy, weave these trends into existing campaigns to enhance their effectiveness.
• Stay Agile: The digital landscape evolves rapidly. Remain flexible to adapt to emerging opportunities that align with these trends.
• Measure Impact: Utilize analytics to assess the return on investment (ROI) of these trends, ensuring they resonate with your target audience.

For a more in-depth look you can get the full Brandwatch report here: Digital Marketing Trends 2025. Be sure to drop in on the Brandwatch team, who’ll be on stand 230 at DMWF Global on June 24 – 25. 

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