Meta
- brands reporting ad costs increasing 2-3x in the final weeks of the election
- surging TV ad costs, especially in swing states
- Search is no longer a platform, it’s a feature.
- Users want answers, not necessarily options.
- Google will not be replaced by a copycat. It will be chipped away at by new, novel alternatives and user dispersion across other channels. (and maybe by antitrust)
- Meta continues to reduce reliance on other companies wherever it can. The true realization of this will be a hardware platform, likely in the XR space.
- For brands / creators, having your content on the web—preferably on a platform you own—where it can be crawled is once again the path to relevance. (see: Gwern)
- Discovery
- Utility
Meta is forecast to continue its shift to being an Instagram company in the near term:
Instagram Expected to Generate 50% of Meta’s US Ad Sales in 2025
And, of course, The Gram is a video platform now.
How to Make a Video According to TikTok (Shop)
First Meta, then LinkedIn, now video making tips from TikTok (Shop).
You Gotta Have a Hook
You have to pique curiosity within the first 3 seconds. The first line must grab attention.
Bennies, Baby
Once attention is grabbed, move into the benefits / variations of your product.
Heed the Call
End with a call to action and make it easy to take the relevant action (aka don’t just dump them on your homepage).
create short videos that capture attention, clearly deliver a brand or product message, and convert.
To recap:
1. Capture attention in the opening seconds
2. Validate the product
3. Give a clear next step (CTA)
Everyone’s coming for Meta 😎
Solos challenges Meta’s Ray-Bans with $299 ChatGPT smart glasses
That allows the AirGo Vision to do things like translate text into different languages, provide directions to nearby locations or landmarks, and give the wearer more information about what they’re looking at.
A swappable frame system means that you can wear the glasses with or without the camera
To paraphrase Ian Fleming: Once is chance. Twice is coincidence. Three times is a trend.
A good economic rebuttal to some of the requested punishments in the Google anti-trust case.
Defaults matter, but switching also isn’t hard.
Also, it’s a bit late, isn’t it?
the antitrust case is happening when Google is losing advertising share and is under pressure from a new search technology, Artificial Intelligence. AI search from OpenAI, Anthropic, Meta Llama, and xAI is very well funded and making rapid progress.
The game of “take control, give control” continues, this time with Meta giving advertisers another lever to control their ad delivery
Frequency controls help you control how often your ad is shown to a person. When creating your campaign, you’ll have two options to choose from for your frequency controls. These controls are target frequency and frequency cap.
Now you can better control frequency of awareness and engagement campaigns, at least for Reach and ThruPlay goals.
Samsung and Google are working on smart glasses to rival Meta’s Ray Bans to be released late next year.
Gemini would handle AI tasks alongside support for “payment,” QR code recognition, “gesture recognition,” and “human recognition functions.”
I think we’ve found the most probable next consumer computing platform.
AI needs a computer, but not necessarily a screen.
The era of ambient computing is upon us.
The study found that companies that relied heavily on social ads weren’t getting their full money’s worth.This is because so-called “light social users,” who don’t use their social apps as much compared to other apps on their phone, make up a large proportion of consumers.
The days of scaling a DTC e-commerce brand on Meta ads alone are long gone.
Think outside the feed.
Meta is all about Reels, but video is the hardest asset type to produce (I’d accept the argument for audio, but it’s not relevant for Meta). So this note is welcome news for many:
carousels with music are now also eligible to appear in the Reels tab
More from the head of IG:
Why [do] carousels often get more reach than photos? Two main reasons. One, multiple pieces of media are going to mean more interactions with your carousel posts, and more interactions is going to mean more reach on average. And two, if someone sees your carousel post but they don’t swipe, we’ll often give that carousel a second chance and automatically move to that second piece of media for the viewer.
Just remember the secret quality score, this won’t be a silver bullet.
Turns out Meta has a hidden quality score for ads.
According to my Meta rep (who can’t see the actual score), the algorithm analyzes over 500 aspects of each creative to determine how performant it is / will be and that drives placement opportunity.
Right now, Meta wants Reels.
Bloomberg: Baidu Readies AI Smart Glasses to Rival Meta’s Ray-Bans
Meta’s are becoming computers (thanks AI!). And the true vision is in prototype.
Apple is joining in.
The VR players are pivoting. AR glasses are the path. Ambient computing.
Think Snap wants some credit? And maybe some commission?
Now you can ignore everything I put in the big election spending post from yesterday.
We will pause ads relating to US elections from serving in the US after the last polls close on election day, November 5th, 2024. This will include US Election Ads as well as ads that refer to US elections, their processes or outcomes.
The restriction period for ads about social issues, elections or politics is being extended until later this week.
Pressure released.
Apple Inc. is exploring a push into smart glasses with an internal study of products currently on the market, setting the stage for the company to follow Meta Platforms Inc. into an increasingly popular category.
I’ve long felt that glasses make the most sense as the next popular computing form factor. Augmented by headphones.
Both form factors are well established by now. They don’t require new behavior like VR.
Computational dispersal Ambient computing
Election Campaign Spending Crowds Out Your Messaging
I’ve been harping about election campaign spending and its impact on marketing expectations this year for a bit now. So here’s an Election Day post running through it all again. Go vote!
2024 is projected to be a record-breaking year, surpassing $12 billion in political ad spend.
Seventy percent of that windfall will be spent after Labor Day
The Harris campaign has instead focused its digital spending on larger platforms like Google and Meta, where it has spent over $280mn this year. The vast amount of political spending on those platforms — already more than $1.5bn
For context, in the second half of October, political parties spent well over $2.5 million per day on YouTube. For Meta, it’s closer to $1 million per day.
Why won’t I shut up about this?
Because this level of spend puts intense pressure on the ad auctions and inventories of the utilized platforms. These are mostly net-new dollars flowing in at a rapid clip. For most brands this means higher ad costs and lower return reducing the efficiency of their spend.
Emarketer curated some reporting that includes:
Of course, the impact on marketing budgets is just the beginning.
This messaging overload overwhelms consumers, raises anxiety levels, and increases ad fatigue (who else is sick of all the election messaging you get bombarded with?). Which can all lead to a “pre-election slump” in consumer spending. Of course, this theoretical slump is not universal—I bet alcohol sales and the like are doing just fine.
But the bigger the price tag, the bigger the impact.
In times of uncertainty, people sit on their cash. They purchase discount or off-brand. They hold off on large luxury purchases made in celebration or confidence.
Election Day itself is no exception, more the final culmination of the building gravitational pull. A black hole that will collapse into itself tomorrow (right? please?!).
the election is fraying the nerves of the electorate, with nearly 70% of US adults calling it a significant source of stressYour marketing and messaging is like a fire, it needs a steady source of fuel to keep burning—to act as a beacon to the people it's for. The election is a vacuum, it sucks all the oxygen (and attention) out, making it all but impossible for that fire to keep burning without any changes.According to a recent Ipsos poll of roughly 1,000 US adults, 47% said election stress is causing them to spend less and save moreMeanwhile, the scale of an Election Day productivity slowdown could be staggering. An analysis by Challenger, Gray & Christmas estimates that productivity losses could reach $3.5 billion per hour
My team is probably tired of hearing me talk about this stuff, but context is important. Especially when talking to clients.
For context, in the second half of October, political parties spent well over $2.5 million per day on YouTube. For Meta, it’s closer to $1 million per day.
November 6 will be a pressure release. In more ways than one.
Some of your ads feel more expensive lately?
This might be why:
The Harris campaign has instead focused its digital spending on larger platforms like Google and Meta, where it has spent over $280mn this year. The vast amount of political spending on those platforms — already more than $1.5bn
I’m not sure how they’re defining “this year” since the Harris campaign technically started in July when Biden suspended his campaign.
$280 mil in 3 months?
Either way, a lot of money putting pressure on the auction algorithms.
via Financial Times
Meta is developing its AI search engine (and apparently has the “most-used AI assistant in the world”).
Now OpenAI is fully launching ChatGPT search
ChatGPT can now search the web in a much better way than before. You can get fast, timely answers with links to relevant web sources, which you would have previously needed to go to a search engine for. This blends the benefits of a natural language interface with the value of up-to-date sports scores, news, stock quotes, and more.
Search is now about your preferred interface, experience, and engine.
Meta is developing an AI search engine, to be embedded in its Meta AI chatbot. The company has reportedly been indexing the web for at least eight months.Meta AI currently uses Google and Bing’s search engines when it fetches users answers about current events, financial markets, and sports.
This highlights a few things:
Meta’s plan for growth among younger demos:
Surface content like an entertainment app (social media is basically TV now).
Do the classic “Meta experience upgrade” on things like marketplaces, forums (Groups), and events.
Network effect + massive infrastructure = advantage
Ben Thompson on Meta:
Market = time & attention
Differentiation = horizontal services that capture more time and attention than anyone
This is what makes the Zuck’s Bucks machine run.
It also means whatever captures attention and increases time spent gets rewarded.
Imagine this but in a pair of glasses like Meta’s Orion:
The future of watching football is here 🤯
— ESPN FC (@ESPNFC) December 2, 2022
(via nazwif/TikTok) pic.twitter.com/5tskjSFLFf
Sensors will only proliferate (ambient computing!) creating even richer augmented experiences.