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said Meta CEO Mark Zuckerberg on a call discussing the results with investors. “Over the long term, advertisers will basically just be able to tell us a business objective and a budget, and we’re going to go do the rest for them. We’re going to get there incrementally over time, but I think this is going to be a very big deal.” 

Digital marketers have been speculating this as a potential future, now Zuck has said it out loud. Based on Google’s PMax experience, advertisers won’t like it.

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A new study reveals the promise and limitations of interactive TV advertising. The key findings:

  • 36% stronger unaided brand recall vs. standard video ads
  • 95% of viewers prefer adding products to cart over immediate purchase
  • Higher CPMs: 10-15% above industry standards
Anu Adegbola

The real question is: will people want to shop from their TV?

In a sense we already do this when we buy a movie, but that feels different than buying a shirt, etc.

Google and Amazon (and Paramount (via Walmart)?) get an immediate advantagege since they can drive you to an app where you are logged in and already shop.

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The best way to provide value to your stakeholders is to provide value to your customers.

Notice that the wording of this does not confuse those two groups as the same.

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People may be spending less time on Facebook (just the blue app, not Instagram), but it certainly isn’t going anywhere.

The number of Gen Z Facebook users in the US is expected to jump from 49.0% of the cohort (33.9 million users) in 2024 to 56.9% (40.5 million users) in 2028, per our forecast.

Facebook's features outside of direct social communication—such as event organizing, niche community groups, and Facebook Marketplace—make it a useful tool. Among Gen Z Facebook buyers (ages 15 to 26), 75.0% made a purchase on Marketplace in the past 12 months.
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This is an excellent guide to Meta’s Audience Segments powering Advantage+ Shopping Campaigns (ASCs) from Foxwell Digital.

Includes audience types to use for each and ways to not try to keep the system from over indexing on existing customers now that the cap feature is gone.

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YouTube is a powerhouse but also still somehow underrated as a marketing channel (video is the hardest asset to create). But this is very interesting

the company’s foray into short form content boasts between 1 to 3% click-through rate on ads, compared to .45% for TikTok ads and .24% CTR on longform YouTube.
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Turns out Meta is removing detailed targeting exclusions and the leaked announcement wasn’t a bug, just a month early.

You can still use alternative exclusion products including Custom audienceexclusions. You can also use the audience controls in your Advertising settings to restrict audiences based on brand protection or employment.
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Sounds like clickbait: an idea so wild it just might work!

The idea is that the US would require Google to make its search index publicly available for anyone to use.

Wouldn't this be taking something that belongs to Google, though?

Not really. The search index is a collection of keywords and other data from websites created by other people and other companies — not Google.

This would be interesting, and API access could be a revenue stream. But it feels unlikely.

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This vibes with what I’ve been seeing in reporting

Intent is building, evidenced by improved CTR and CPCs - but conversion behavior isn't there yet. Low CvR and ROAS plagued the industry last week. This signals a movement in a "thinking about buying" direction. Something about the post-vacation late days of summer have us thinking about the future. 

People are trying to sneak in some summer before it ends. Back to life, back to reality after Labor Day.

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As TikTok and Instagram unseat Google in the realm of local search, I see a realm of possibilities for [things like] Meta Maps and SnapMap.

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image via The Verge