Is Your Luxury Strategy Backwards?

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What NYC's Summit Revealed About the Future of Premium Marketing

The luxury market is experiencing a seismic shift, and Meta's latest summit in NYC painted a stark picture of both challenges and opportunities ahead. Here's what brands need to know:

The Reality Check: U.S. luxury spending has dropped 14% since late 2022, with logo-heavy brands bearing the brunt of the decline. The culprit? A fundamental shift from goods to services spending, combined with inflation concerns hitting 75% of consumers.

Despite the downturn, the U.S. remains massively under-penetrated. While America holds 57% of the world's ultra-high-net-worth population and $22T+ in financial wealth, it represents only 26% of global luxury sales. The math is simple: there's enormous untapped potential.

Meta's message was clear—"Creative is the new targeting." As automation takes over distribution, brands need to focus on creative diversity rather than audience segmentation. Their omnichannel optimization tools are now delivering 15% lower cost-per-purchase compared to website-only strategies.

Luxury brands using full-funnel campaigns saw dramatically stronger ad recall (14.1% vs 4.7% in the U.S.), and those with diversified ad strategies (more creatives, audiences, and optimization goals) consistently outperformed single-approach campaigns.

Join Us at DTCx: Is ROAS Dead?

Save the Date: July 24th - Our founder will be taking the stage at DTCx to tackle one of the most controversial questions in performance marketing: Is ROAS dead?

As attribution windows shrink and iOS updates continue reshaping the landscape, smart brands are moving beyond ROAS to focus on Marketing Efficiency Ratio (MER) for clearer, more actionable insights.

We'll be diving deep into how TripleWhale's approach to MER can give you the clarity traditional ROAS metrics can't deliver in today's privacy-first world.

Attending DTCx? Let's connect -

and we'll make sure to save some time to chat about your measurement strategy.

Prime Day Reality Check: When Four Days Doesn't Equal More Revenue

Amazon's extended Prime Day experiment revealed some uncomfortable truths about consumer behaviour and deal fatigue.

The Numbers: Despite stretching from 2 to 4 days, Prime Day sales and ad spend came in below partner expectations. While total event performance increased year-over-year, the growth rate fell short of the anticipated high-teens to 20% bump that the extra days were supposed to deliver.

The Psychology: The extension may have backfired by reducing urgency. Partners reported consumers browsing and adding items to carts but holding off on purchases. Day 1 remained strongest (30-40% of sales), with Day 4 as second strongest (25-30%).

The Response: Amazon pushed brands harder than usual to add more deals and deeper discounts mid-event, even offering to co-fund or self-fund deals when initial performance lagged.

The Lesson: More time doesn't always equal more sales. Deal fatigue, timing challenges (post-July 4th), and reduced urgency all contributed to the softer-than-expected performance.

🚨 Game Changer Alert: YouTube Finally Launches Title A/B Testing

After years of creators manually testing thumbnails and titles, YouTube has officially rolled out native A/B testing—and it's more sophisticated than expected.

What You Can Test:

• Up to 3 titles

• Up to 3 thumbnails

• Titles and thumbnails simultaneously

When testing titles and thumbnails together, each title locks to its matching thumbnail—no mixing and matching. You're essentially running 3 complete mini-campaigns, not just testing individual elements.

CTR is the lifeblood of YouTube's algorithm. Native A/B testing removes the guesswork and gives creators data-driven insights into what resonates with their audience.

Early adopters will have a significant advantage as the feature rolls out. This isn't just about better thumbnails—it's about understanding your audience at a granular level.

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That's a wrap for this week. Questions on any of these updates? Hit reply—we read every response.