The Vantage Buzz – July 2025

Hi,

We hope you’re having a great summer so far! In this edition, we’re kicking it off with a topic that’s always in season: email marketing.

Interactive emails are a game-changer for your sales funnel. Inbox fatigue is real—and static emails aren’t cutting it anymore. Brands need to go beyond the usual “click this link” and offer immersive experiences that captivate subscribers. That’s where interactive (or “kinetic”) emails come in.

These aren’t just shiny gimmicks—they actually deliver real results:
✓ Drive engagement & deliverability: Features like carousels, polls, quizzes, and gamification encourage interaction, boosting opens and responses.
✓ Enable in-email actions: Let users shop, fill forms, or take surveys without ever leaving your inbox. That reduces friction and speeds up conversions.
✓ Use smart design: From hover effects and scratch-off reveals to accordions and real-time polls, you can pack rich content into tight spaces while keeping things clean and modern.

But here’s the catch: interactivity should serve a clear goal, not just look fun. Do you want more opens, feedback, or purchases? Design the interactivity around that purpose.

🧩 Takeaway: If your email strategy still relies on static content, you’re missing out. Adding purposeful interactivity can not only rejuvenate engagement—but also make every email click smarter and stronger.

Your monthly ad-Vantage reading below:

Ad Creatives

As a growth marketing agency working with leading eCommerce brands, one of the most effective strategies we implement across our clients’ Meta Ads accounts is ongoing creative testing—and it’s never been more important than it is today.

The landscape changes quickly. What engages customers one month can underperform the next. That’s why testing a variety of creatives—different visuals, formats, headlines, and hooks—is essential to driving sustainable results.

Consistent creative testing allows us to:
📈 Identify and scale top-performing assets
🥱 Prevent ad fatigue
💬 Tailor messaging to different audience segments
💪 Provide Meta’s algorithm with more data to optimize effectively

This approach is especially critical with Meta’s highly preferred Advantage+ Sales Campaigns (ASC). These campaigns rely heavily on creative variety, using AI to serve the right asset to the right person at the right time. But the AI can only optimize if it’s given enough options to work with.

Put simply, ongoing creative testing isn’t just a best practice—it’s the backbone of scalable growth in Meta Ads today. At Meta’s recent Performance Marketing Summit, they doubled down on the importance of creative volume, variety, and velocity.

Video Ads

For DTC brands, video isn’t optional—it’s a growth engine. Social platforms continue to prioritize video in their algorithms, and consumers are responding with engagement, conversions, and loyalty. But let’s be clear: throwing up the occasional product video won’t cut it anymore. Winning brands are the ones with a video marketing strategy behind their content.

Here’s what they’re doing right:

✅ Speaking directly to their ideal customer with authentic, relatable storytelling

✅ Tailoring video content for each platform (what works on TikTok isn’t built for Instagram)

✅ Letting performance data inform creative decisions

✅ Repurposing content across channels to extend its life and reach

✅ Posting consistently to stay top-of-mind

Whether it’s a 15-second UGC-style clip or an in-depth founder story, each format plays a role in building trust and driving conversions.

If video isn’t moving the needle for your brand, it might be time to rethink the strategy—not the format.

Meta’s New Incremental Attribution

There’s been growing chatter around Meta’s new Incremental Attribution setting—now appearing at the ad set level as an alternative to the standard rules-based model (7-day click + 1-day view). We’ve started to see it available for our clients, and it’s definitely a feature worth testing.

What makes Incremental Attribution different?
→ Built on Meta’s advanced Andromeda model
→ Utilizes vastly more data than traditional attribution
→ Informed by thousands of conversion lift studies
→ Will soon offer click vs. view breakdowns for deeper insight
→ Removes the guesswork—Meta algorithmically determines which touchpoint (click or view) was truly incremental

This shift reflects where Meta is clearly headed. At their Performance Marketing Summit, “incrementality” was the buzzword—along with a renewed emphasis on AI-driven attribution, improved measurement accuracy, and, of course, the ongoing importance of creative volume, variety, and velocity.

For brands and media buyers focused on growth, this could be a valuable tool to layer into our testing roadmap.

General Intrigue

Meta’s stock skyrockets amid Zuckerberg’s expanding AI ambitions.