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CuriousMarketers.Club

Meta

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    How will marketers react to uncertainty (thanks tariffs!)?

    According to EMARKETERS Zach Goldner:

    I think what marketers are going to do is what they always do during turbulent times.

    Clamp down more on experimental spending

    Reallocate more toward safer bets, like search > Lean more into the triopoly: Google, Meta, and Amazon

    A Chinese pullback should lead to lower CPMs but be brave

    Zig to the above zag

    Now is the time for brand building and experimentation

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    If you’re using link click optimization on Meta ads, you’re doing it wrong.

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    You can set brand guidelines in Meta Ads Manager to help steer / personalize the AI to your brand for more on-brand generative options.

    Another clear step towards less direct input from marketers and more genAI in the ads platform (and everywhere else) a.k.a. Zuck’s dream.

    A branding setup interface is shown, featuring options for logo, font, colors, text tone, and visual style preferences.

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    From Meta:

    we are expanding ads in Threads to all eligible advertisers globally, as well as access to inventory filter. This new placement—Threads feed—will be on by default for new campaigns using either Advantage+ or Manual Placements. Advertisers have the option to opt out of Threads feed via Manual Placements.

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    Meta is adding a deluxe version of its smart glasses this year, likely trying to keep its lead.

    plans to include hand-gesture controls and a screen for displaying photos and apps

    The screen is limited—just a corner of one lens—but v2 is already in the works with both lenses getting in on the party.

    App focus sounds like pics + maps + notifications. Handy first gen mix for a heads up display.

    Who knows how tariffs impact the timeline (and already hefty price tag), but on-lens display is the next big step and true test for AR/smart glasses (and I’m bullish).

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    Sunday Paper: Is It Better To Have Many Short Impressions, Or A Few Long Ones – What Science Says About Advertising Length And Frequency

    The optimal length for typical video ads is around 10 seconds, while atypical ads may require 20 to 70 seconds for better recognition and engagement.

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    TechCrunch shares that a social media tester found:

    a “Write with Meta AI” prompt on Instagram that allows people to get AI-generated suggestions for comments to users’ posts.

    (This is known as “pulling a LinkedIn”)

    Content creation and engagement on social platforms has shrunk as they’ve turned more into entertainment and social sharing platforms.

    But they need content and signal to feed algorithms and extend scroll sessions.

    Minimize the effort to dopamine release.

    How long until a platform delivers real-time content generation and social-style commentary via AI?

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    Display is dying

    Returns on programmatic ad auctions are returning so little, Digiday could not find a source to speak on the record. One anonymous revenue lead at a North American publisher says they’ve seen double-digit CPM decreases across the board in 2025. An executive says online display ads bought through auction in the fall are down as much as 30% compared to 2023’s Q4

    AI (and other algorithms) + the growth of retail media (thanks 1st party data) + longstanding wariness around programmatic = growth of more attractive (or hyped) alternatives for marketers

    via Sounds Profitable

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    Meta changed the default inventory filter setting to allow ads to deliver alongside all content:

    Beginning on February 24, 2025, we’re gradually changing the default setting of inventory filters for in-content ads and Audience Network to expanded

    Now would be a good time to check your settings if you’re particular about what content your ads appear within / next to.

    via Jon Loomer

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    Marketers are bystanders.

    In the words of Peter Drucker:

    The bystander sees things neither actor nor audience notices. Above all, he sees differently from the way actors or audience see. Bystanders reflect, and reflection is a prism rather than a mirror; it refracts.

    As a marketer, you operate in this middle space, at a slight remove.

    Your job is—to continue the metaphor of actors and audience—to manage the fourth wall. The vital point where performance meets audience and the magic happens (or doesn’t).

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