It was great to join Meta on their very first episode of Performance Talks, a new global video series approaching insights from businesses about their marketing priorities, the industry trends making an impact and the Meta tools they use to grow.
Our Managing Director APAC, Kabeer Chaudhary, joined the inaugural episode of Performance Talks to discuss how agencies can achieve marketing effectiveness leveraging Advantage+ app campaigns, branded content ads and other Meta solutions for lead generation.
Kabeer spoke about how the agency has been experimenting with emerging channels and diversifying creative formats for clients. Creative ad formats, including reels and branded content, show promise in boosting campaign efficiency as the agency adopts Meta solutions.
“As the economic slowdown hits in 2023, advertisers are asking for help with unit economics and return on ad spend (ROAS),” says Chaudhary.
With the rise of new platforms and technologies, advertisers are also looking for guidance on how to effectively reach and engage audiences on these emerging channels. The video series hosted by Meta, discusses how advertisers can ensure that their ads are being seen by real people in a safe, appropriate environment.
Diversifying creative formats and focusing on performance to boost success is the strategy that M&C Saatchi Performance has adopted. “We use Meta’s Conversion API to bridge the gap in the pipeline and obtain platform-specific data,” says Chaudhary.
“Reels, click-to-messenger and the Advantage+ app campaigns have been effective for us, with branded content ads being the best, yielding over 20% more efficiency than non-view content (VC) ads,” he adds.
To provide incrementality-based measurement, the agency approaches measurement with short-, medium- and long-term optimization. “Short-term measurement involves analyzing campaign dynamics, while medium-term measurement involves monthly to quarterly optimization based on incrementality,” says Chaudhary. “Long-term measurement involves media mix modeling and requires collecting 12 to 18 months of data to create models for understanding business numbers in relation to marketing return-on-investment (ROI).”
The above article was taken from The Drum and can be accessed here.
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