Meta
What do you get when you mix Google’s Performance Max and Meta’s Advantage+?
Pinterest Performance+
Similar to the others: streamlined creation flows, fewer levers to pull, (platform-touted) increased performance.
Early testing saw over 10% improvement in cost per acquisition for conversion and catalog sales campaigns.
Consideration campaigns saw a more than 10% improvement in cost per click.
via Adweek
Following up on my post about how to make a video according to Meta, from Meta:
we won’t recommend Reels that are over 90 seconds long
If you’re hoping for organic discovery of your Reel, keep it shorter.
From a Meta rep, creative differentiation isn’t just about designing assets that look different. It’s about creating assets and messaging that speak to every potential customer segment.
It’s not just about the stage of their journey, it’s about them plus their stage.
Instagram confirmed it’s testing unskippable ads after screenshots of the feature began circulating across social media. These new ad breaks will display a countdown timer that stops users from being able to browse through more content on the app until they view the ad, according to informational text displayed in the Instagram app.
Unsurprisingly, people hate it. But Meta is really good at figuring out what people will actually put up with vs what they just say.
If these stick around, will they command a higher price?
via TechCrunch
I’m always wondering where to draw the line with advertising frequency, so I’ll take this number from Meta and use it as the ad-level threshold to help with decision making.
After around 4 exposures, conversions could decrease by about 45%.