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CuriousMarketers.Club

Meta

    ∞

    Expect Meta to remove detailed targeting exclusions. Maybe on June 28, maybe another day.

    This is one of those features that is mostly a remnant of the old days before audience expansion. Some advertisers still use it, but I question how useful it still is

    via Jon Loomer

    ∞

    More Shiny New Ad Toys

    The Office “it’s happening” gif

    Meta

    Marketers get ready: ads are coming to Threads a lot sooner than expected.

    The tech platform recently told ad execs that they will be able to buy ads on its X-rival, text-based platform as early as the second half of this year

    Increase revenue potential and decrease CPMs (maybe), sounds like exactly what Meta wants right now.

    If experimenting on Threads was on your 2024 To Do list, now is the time.

    via Digiday

    Snapchat

    Use GenAI to create AR ads and filters.

    & place them next to unconventional sports like extreme ironing.

    via TechCrunch

    Amazon

    New ad types are coming to Prime Video, which should garner a lot of attention as ads are added to the streaming platform (which won a chunk of NBA broadcast rights).

    The new formats include shoppable carousel ads, pause ads and brand trivia ads.

    via Adweek

    Microsoft

    starting to test ads inside the Start menu on Windows 11. The software maker will use the Recommended section of the Start menu, which usually shows file recommendations, to suggest apps from the Microsoft Store.

    A new ad channel for app developers enters the chat?

    via The Verge

    Roku

    The patent centers around the idea of displaying ads on these TVs whenever they’re tuned to an HDMI input that’s paused or idle. Theoretically, this would allow Roku to present ads throughout your whole TV experience — and in places where it’s not viable to do so today.

    Advertising is the go-to revenue stream for companies seeking bottom line growth. Even more so when consumers are especially price sensitive.

    via The Verge

    Google

    New AI-powered features are coming to Performance Max campaigns. Here are the ones that should be more widely available now/soon:

    • Detailed demographics

    Detailed demographics in audience insights empower you to understand your untapped demographics so you can craft ads that resonate directly with specific age and gender groups.

    • Spending transparency

    At a glance, you can analyze your campaign pacing to identify potential areas for strategic budget shifts, such as moving budget from a campaign that’s underpacing to a campaign that is close to becoming budget limited.

    • IP (internal traffic) exclusions

    exclude specific IP addresses (e.g., your company), reducing wasted budget on unwanted ad interactions.

    via Search Engine Land

    Apple

    Apple is really leaning into being the anti-Google. Enter “Web Eraser”:

    The feature is expected to build upon existing privacy features within Safari and will allow users to erase unwanted content from any webpage of their choosing. Users will have the option to erase banner ads, images, text or even entire page sections, all with relative ease.

    Also, Safari may act a little more like Arc—the current new browser on the block pulling a Hansel (I like the Arc Search app).

    Expect more on-device AI features soon, this is Apple’s differentiator in the space.

    via Apple Insider

    ∞

    Wild stat from Meta’s creative team (that I heard second hand so grain of salt):

    The amount of content the average user scrolls a day is as tall as the Statue of Liberty.

    That’s nearly 635 iPhone 15 Pros tall.

    So roughly 635 screenshots worth of content.

    ∞

    Meta recommends 30% of your budget be allocated to Advantage+ Shopping campaigns (if applicable).

    Meta rep told me they think it’ll hit at least 60% in the not-too-distant future.

    ∞

    Reddit has launched their Meta catalog and Google Shopping ads clone: Dynamic Product Ads.

    Very tempted to try these since the forum has taken over Google Search results (part of the licensing deal courtship?).

    & there’s this:

    Reddit is saying Dynamic Product Ads drove 1.9x greater Return on Ad Spend (ROAS) when compared to conversion objective campaigns, based on the results of testing in Q1.

    Reddit is a destination for shopping / product research, why not try to close the loop and turn it into a purchase driver.

    via Search Engine Land

    ∞

    Temu is spending like crazy on advertising

    “As a result, this increases everyone’s CPA (cost per acquisition) on platforms like Meta and Google because large advertisers like Temu are monopolizing ad inventory and heightening the costs of the advertisers targeting the same audiences.”

    over 9,000 active Temu ads are running across platforms.

    Be prepared for shifts. These systems (Meta’s auction) are volatile, and businesses should always be prepared to pull back when need be, and have a toolkit of options for where to place their online ad dollars.

    2024 gonna be bumpy.

    via Adweek

    ∞

    In response to the Search Engine Land piece about Google Ad Strength that I responded to, Google says Ad Strength is not used in the auction.

    But!

    Ad Strength looks at 4 categories that have been identified to result in better performance through regression analyses.

    For example, a low Ad Strength could explain a lack of impressions, but low Ad Strength doesn’t prevent ads from entering into auctions.

    It’s a feedback mechanism for creative content and meant to be used as a helpful guide to improve the effectiveness of your ads. Again, it isn’t used directly in the auction.

    ∞

    Meta disclosed Instagram ad revenue as part of the antitrust process.

    Instagram earned:

    • $11.3 billion in ad revenue in 2018
    • $17.9 billion in 2019
    • $22 billion in 2020
    • $32.4 billion in 2021

    The filing also notes that IG earned $16.5 billion in ad revenue in the first half of 2022, putting it on track to earn more than $33 billion for that year (based on higher holiday spend).

    As reported by Bloomberg, the data suggests that Instagram generated around 30% of Meta’s total revenue in 2022. Which, if you were to extrapolate that into last year’s numbers, would suggest that IG brought in around $40 billion in ad revenue in 2023.

    Printing money.

    Maybe that’s why TikTok wants to clone it.

    via Social Media Today

    ∞

    Facebook will play videos in full-screen vertical by default. Plus some UI updates. Think TikTok meets YouTube.

    via Meta

    ∞

    Good reminder: Ads Optimization is Literal

    When you select a performance goal in the ad set, the algorithm’s entire focus is getting you as many of that thing as possible.

    It’s not trying to get you a certain type of link click or landing page view or ThruPlay. The only goal is to get you that thing and make you happy.

    Because Meta is literal, and when you optimize for those things, the assumption is that you are satisfied with that surface-level action.

    This is how algorithms work. They don’t make qualitative judgements. It’s a binary “did the action occur?” switch. Yes = success.

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