Category: In the News

When Temu sneezes, paid social advertising catches a cold. 

The Chinese e-commerce juggernaut has been one of the most aggressive spenders in digital advertising, blitzing Facebook and Instagram with a volume and velocity of ads few could match. But that spending spree is now showing signs of strain – thanks to a familiar force: President Donald Trump. 

The president’s renewed push for steep tariffs on Chinese imports has started to rattle the retailer – and much of the social ad business.

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With brand budgets under pressure, marketers are reaching for every lever they can pull to make their campaigns more efficient.

One area that’s often overlooked? The creative itself.

Creative quality contributes to nearly 50% of media impact, according to Kantar, ahead of reach or frequency control in the pecking order. Keeping quality consistent isn’t easy, though. For global advertisers with marketing teams and agency relationships sprawling across multiple markets, maintaining hard brand guidelines can be difficult, making creative and attached paid media spend less efficient. 

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