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Meta

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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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