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Everyone can be an ad platform now. This is just the beginning.

In it’s first-ever NewFronts presentation, mobile carrier T-Mobile unveiled an expansion of its advertising solutions unit, boosting both digital and brick-and-mortar retail media, mobile app, and CTV inventory.

via MediaPost

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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.

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I kind of love this idea:

How to transform your Google Ads headlines with anti-audiences

To define your anti-audience, think about who’s least likely to say “yes” to your offer:

  • Who doesn’t resonate with your unique selling points?
  • Who clicks your ads but doesn’t become a lead or make a purchase?
  • Who fills out a form but never follows through to become a client or customer?

Your brand can’t be for everyone.
Which means it’s actively not for some.
Lean into that.

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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.

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Finished reading: How to Say No by Diogenes 📚