Kathleen Ollen, senior manager at Deloitte Consulting worked with Meta on the Measurement 360, which she described as an attempt to make measurement ‘always on’. “It’s low-risk to test, but you have to stay true to your brand and make sure your consumers see what they want to see.”Īnother session that focused on increasing marketers’ use of iterative approaches was the one introducing Meta’s Measurement 360 concept. “Whatever you’re doing, you have to make sure your brand has a role,” she said. This idea was reiterated in a session when Michelle Nagel, senior marketing manager for Miller Lite at Molson Coors, talked about the brand’s approach to Reels. But she also pointed out the importance of staying within brand guidelines. As Jennifer Mehr, senior vice-president of marketing and ecommerce at J Crew Factory explained, using Meta Advantage, Meta’s portfolio of AI-powered automated business tools, to increase the speed at which the marketing team could test and learn led directly to them doing it more frequently, dramatically improving results. Super-charging test-and-learn with AI was a theme that appeared across all the Meta sessions. “Now we can try things and take them down if they don’t work.” “We’re not going to get it right every time,” she said. Preis also pointed out that moving away from one perfect ad also plays into the current trend for a test and learn approach. “But we found we were ultimately able to reach more customers more efficiently, because spending media dollars on ads that don’t work is a waste of money.” Test. “More creative costs more, of course,” she said. As Elizabeth Preis, global chief marketing officer at specialist fashion and homeware retailer Anthropologie explained, first trials showed the brand could get better exposure to new customers more efficiently than before. These are background generation, which can create multiple backgrounds to complement an advertiser’s product images image expansion, which automatically resizes images as required and text variation, which takes the original ad copy and tailors it to different audiences.Īfter that, predictive AI can optimize a campaign to deliver the most relevant, resonant variant to each individual consumer. Just before AWNY, Meta began rolling out its first generative AI-powered features for ad creatives in Ads Manager. In the first step, generative AI tools will allow marketers to create a huge selection of variants on the basic campaign assets. This, Tracy said, is creative-as-targeting. Compare Standard and Premium Digital here.Īny changes made can be done at any time and will become effective at the end of the trial period, allowing you to retain full access for 4 weeks, even if you downgrade or cancel.The next stage, she suggested, will be the alignment of human creativity and machine-driven ad placement. You may also opt to downgrade to Standard Digital, a robust journalistic offering that fulfils many user’s needs. If you’d like to retain your premium access and save 20%, you can opt to pay annually at the end of the trial. If you do nothing, you will be auto-enrolled in our premium digital monthly subscription plan and retain complete access for $69 per month.įor cost savings, you can change your plan at any time online in the “Settings & Account” section. For a full comparison of Standard and Premium Digital, click here.Ĭhange the plan you will roll onto at any time during your trial by visiting the “Settings & Account” section. Premium Digital includes access to our premier business column, Lex, as well as 15 curated newsletters covering key business themes with original, in-depth reporting. Standard Digital includes access to a wealth of global news, analysis and expert opinion. During your trial you will have complete digital access to FT.com with everything in both of our Standard Digital and Premium Digital packages.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |