(3) Meta Media Buying 2024

(3) Meta Media Buying 2024

What’s different?

Changes

• Algorithm developed for minimal manual intervention
  (AI, machine learning, targeting based on purchase intent and behavior)

• Creative = Targeting, due to privacy issues

• Relevance as a keyword:
  the ad must be relevant at the moment (show me sneakers if I'm in the process of buying sneakers)
  Meta will limit your reach (increase CPM) if you’re only relevant to 1% of the audience

• Seeking efficiency in delivery

They emphasize it a lot

Allowing an algorithm to freely deliver the best possible ad to the right person in the specific right moment
For this, it needs options

Example: 1 ad per ad set = inefficient

Example: Mixing 3 angles in 1 ad set gives the ad set freedom to target 3 different audiences at different times

• Budget can be changed by 70% without re-entering learning

• AI in delivery optimization, targeting

• They will reduce the learning phase from 50 events to approximately 20

• Reels as a key platform

"50% of time spent on IG is on Reels"

Do I invest 50% of my budget in Reels? No

Analysis ad account A)

Analysis ad account B)

Analysis ad account C)

How to make this analysis

• DRW US Report

EXERCISE

• Create the reports and check your REELS CPM