September 6, 2023
The Meta Performance Marketing Summit presented marketers with invaluable insights and strategies to navigate the evolving digital landscape. Here are the top 3 takeaways from the event.
- The Power of AI
Meta showcased cutting-edge AI technology, revolutionizing ad delivery and algorithmic performance. By leveraging AI, Meta’s Advantage+ product portfolio demonstrated substantial improvements in ad serving capabilities.
2. Holistic Data for Performance Measurement
In addition to AI, measurement and attribution in the present digital landscape emerged as a prominent topic of discussion at the Summit. Customer journeys have grown increasingly intricate, while data availability has become scarcer due to regulations and policies. This convergence has created a challenging environment for attribution and measurement, leading to their recommendation of leveraging multiple measurement tools.
3. Creative is the New Targeting
Meta emphasized the importance of creative diversification and leveraging partnerships with creators to engage audiences effectively. The ads algorithm will prioritize a robust and distinct creative approach as an essential part of the process to help brands distinguish themselves from competitors and connect with fresh audiences.
What is Lockhern Digital is doing about it
Lockhern’s current focus is on testing Advantage+ Shopping Campaigns and adopting them as a long-term strategy for our clients.
To make well-informed decisions and achieve impactful outcomes, Lockhern utilizes a variety of “data truths,” including in-platform data, Google Analytics, and backend data. These sources help paint a comprehensive picture.
Lockhern effectively utilizes a diverse portfolio of content creators to communicate with our clients’ customers. This strategy has proven highly successful in our paid media approach, resulting in a significant reduction in cost per acquisition (CPA) and an increase in return on ad spend (ROAS).