September 4, 2025 • 14 mins
Meta's Andromeda update has quietly transformed digital advertising, and marketers who haven't adapted are already falling behind. This groundbreaking AI enhancement to Meta's advantage plus ads automation function represents the culmination of Meta's staggering $65 billion investment in artificial intelligence technology.
At its core, Andromeda fundamentally changes how ads find their audience. Rather than advertisers defining demographic parameters, Meta's neural networks determine which creative assets will resonate with specific users based on their behavior, preferences, and position in the buying journey. As we discuss in this episode, this creates a dramatic shift in campaign structure - moving away from multiple segmented ad sets toward a single ad account with diverse creative that addresses different aspects of the customer journey.
The implications for brands are profound. Creative diversity becomes the central pillar of campaign success, requiring marketers to develop content addressing various information needs rather than organizing by funnel stages. Performance measurement also transforms, as users often need multiple ad exposures before converting. Early adopters report 25-30% reductions in acquisition costs, demonstrating Andromeda's powerful optimization capabilities.
This evolution aligns perfectly with changing user behavior, as people increasingly prefer consuming information within trusted platforms rather than visiting external websites. For advertisers, success now depends on in-platform storytelling and creative excellence rather than targeting expertise. Subscribe to Digital Horizons for more insights on navigating these transformative shifts in digital marketing and leveraging AI advancements for business growth.
The Digital Horizons Podcast is hosted by:
James Walker - Managing Director WHD
Brian Hastings - Managing Director Nous
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:02):
We always take it with a grain of salt when
there's a new platform that saysit's going to sort of take away
all the hassle.
Speaker 2 (00:09):
The biggest focus on this is making sure you've got
enough creative diversity withinyour ad accounts, because an ad
that talks to you may not talkto me.
The way users are using theinternet is changing, so it's
been really rolling out sincethen, but it's taken a bit of a
while of testing and reallyunderstanding what we need to do
here to make it work.
We're back.
Speaker 1 (00:27):
I just hit the button and I'm like, oh, I've got to
speak.
Speaker 2 (00:30):
Yeah, yeah, welcome back to Digital Horizons.
It's been a little while I'vebeen over traveling a little bit
, and so we tried one episodethat was, I guess, me dialing in
from Bangkok, and we felt thatdidn't really have the same
impact as us sitting in a roomhaving a proper conversation
about things.
So we put things on hold for alittle bit and now I'm back and
we're back at it.
Speaker 1 (00:49):
Yeah, it's good to have you back.
It's good to be back in theroom and to not just be me
sitting in the room looking at acomputer screen.
Speaker 2 (00:54):
Yeah, that would have been a strange situation.
I mean me doing it on thecomputer.
Speaker 1 (01:01):
I was reacting to that and then talking to the
camera, but I'm proud of us foractually producing some content
during that time.
Yeah, we gave it a go.
Speaker 2 (01:11):
But now that we're back and the conversation that
we're going to be having todayis around Meta's Andromeda
update, which is having amassive impact in the way that
we are now operating ourmanaging ad campaigns and having
a huge impact in theperformance, I suppose I should
start by saying this is DigitalHorizons.
Oh yeah, good plan, we're back,I'm.
Speaker 1 (01:31):
Brian, this is James.
We're the channel for businessowners, marketers and AI
enthusiasts, I'd say as well.
It's definitely the directionwe're going.
Yeah, we're testing andtrialing this sort of stuff to
see what's working now and alsowhat we should be focused on in
the future.
And today, meta's Andromeda,which is effectively a tool
added to the ads platform andspecifically to enhance the
(01:54):
advantage plus ads automationfunction of Meta.
What it does is help tailor theright creative from your bank
of creative to the right person,based off their interest or
likelihood of actually engagingwith that bank of creative, to
the right person based off theirinterest or likelihood of
actually engaging with thatpiece of creative.
It's not so much finding theright person who will like your
product, but of a big bank ofads, which one is actually going
(02:14):
to move the needle or engagethem or work the best on that
particular person using AIneural networks.
Speaker 2 (02:21):
Yeah, so the way I'm understanding it is that it's
really now got a lot more nuanceand understanding as to where
people are within their buyingjourney and which using its AI
networks and capabilities.
The recent data has come outthat I think last year Meta
invested 20 billion or somethinginto AI upgrades.
Speaker 1 (02:38):
You'd hope there's some sort of quality outcomes
from that sort of investment,and they've just increased it to
65 billion.
Speaker 2 (02:44):
So I think that they're really going all in, and
we did a piece a little whileback around how Zuckerberg is
really wanting to really own thewhole landscape in terms of
push a button, get results inthe ad campaign with zero import
or any assistance from creativeagencies or anything that want
to really make it happen all onour own.
And I think that this is thefirst step in that, because it's
really taking away any need forany kind of from a media buying
(03:06):
point of view any kind oftargeting.
Your creative is doing thetargeting and so, by getting the
right creative that's going tospeak to your audience, meta is
going to know who to put infront of you.
Don't need to tell her.
All right, I want to show thisad to males, 45 to 55-year-olds
that are living in specificregions.
Meta is going to know, know,based on all the data that it
has on all of its customers andall the different ad campaigns
(03:27):
that are currently running, whoshould be seeing this ad right
now.
Speaker 1 (03:29):
Right.
So that's the big point ofdifference there.
It's not just the serving orthe best performing ads being
served to your defined audience,it's going and finding the
right people for each of your adtypes.
Speaker 2 (03:40):
Absolutely, and so that's where really the biggest
focus on this is making sureyou've got enough creative
diversity within your adaccounts, because an ad that
talks to you may not talk to me.
Yeah, so, if I've got, say, anddepending on what part of the
user journey I'm in so if I'mlooking at want to go on another
holiday I'm currently thinkingabout it I'm not looking at
booking flights?
Yeah so ads to me that,compared to someone who was just
(04:00):
about to start booking flightsright now, they're going to be
very different in terms of whatis going to the messaging that's
going to matter to that personat the right time.
So if you've got ads that aresort of thinking about all the
different parts of the buyer'sjourney you're going to have,
maybe you found a story, so youmight have some product features
videos.
You might have some us versusthem.
You might show some benefits,all the different things and
different angles.
So that way you're covered.
When someone is thinking aboutor not, even at the beginning
(04:23):
stage, you really want them todiscover your ads.
You don't need to structure itin a way that you know all right
, this is my top of the funnel,this is my bottom of the funnel.
This is this you just want tomake sure you've got a wide
variety of ads in there so thatthat way, when someone, when
your ads are being deliveredmeta will then know all right,
this is the right, the yearsgone by and the introduction of
(04:45):
targeting people based off theirinterests and their buying
signals.
Speaker 1 (04:49):
But this is a huge leap forward and I think it'd be
easy to sort of conflate it orconfuse it with what we used to
have with programmaticadvertising, where it would
effectively buy based off yourbuying signals what other sites
you visited?
Are you the right type ofperson to fit within the model
of who we want to place ads infront of on a DSP or a demand
(05:10):
side platform with display ads?
And it would then monitor howmany of those people, based on
those buying signals, came backto the website and converted and
then readjust who it'stargeting.
Speaker 2 (05:21):
Correct, so it's using the first party data for
the conversion and rather it'stargeting.
Correct, so it's using thefirst party data for the
conversion and rather it'sbasically almost adding labels
to users based on theiractivities that they're doing
across the internet, as opposedto the video content that
they're consuming, and this isgoing Oracle, we know, based on
what they're watching and whatthey're doing, then this is the
right video to be showing themthe right ad to be showing them.
Speaker 1 (05:39):
And we're seeing from TikTok algorithm and the Meta
Reels algorithm the amount ofattention-based information
these platforms can learn aboutyou, what really keeps you
engaged, what really holds youlonger.
The algorithm is growing sostrong from the content you're
consuming that they're the bestpeople to know what is going to
(05:59):
engage with you, based off theorganic content that you're
looking at and stalling on andhow your algorithm's been
building and making assumptionshere, that it is using that sort
of interest-based orattention-based algorithmic view
of us to help with the adplatform or is it all based off
ad stuff?
Speaker 2 (06:17):
I'm sure it's taking into account all the huge amount
of data in all different areas,but I think it's just added a
whole different layer in termsof what the ability is for
targeting the right ad to theright person.
Yeah, I think the biggest shift, though, is really the way that
we're structuring and settingup the campaign, so I've got a
few, I guess, tips and ideasaround what can be done to
really take advantage of thisnew changes within the ad
platform.
Speaker 1 (06:37):
Yeah, it's been available since late last year.
Speaker 2 (06:40):
Yeah, I believe so.
It's been really rolling outsince then, but it's taken a
little while of testing andreally understanding.
Well, what do we need to dohere to make it work?
Speaker 1 (06:48):
Yeah, and at both our agencies we always take it with
a grain of salt.
When there's a new platformthat says it's going to sort of
take away all the hassle, Ioften think, oh, this is made
for entry-level advertisers whojust want to click a button.
But this one is turning out tobe actually quite useful and
(07:08):
helping us to target or selectcreative or serve the right
creative in ways that we justcouldn't do manually with manual
optimization.
So let's get into the tips ofwhat you should be doing to
utilize this within platform100%.
Speaker 2 (07:22):
So I think what you want to be thinking about is
that people are less likely toeven visit your website right
now after watching an ad.
I think they're much morelikely.
What you want to be doing isthinking about the way that
you're structuring your adaccount.
So you really just want singlead account, single ad set, and
then think about a whole journeyand all the different angles
that you can put on there, andjust different angles that you
can put on there, and justimagine that they never go to
your website until they're readyto buy.
So think about all right, well,what does my services page look
(07:42):
like?
What's all the information Ican pull out of that to give
them that information?
Then the next touch point mightbe all right, well, what's the
features and benefits of myservice?
Next touch point might be someUGC content, giving some
credibility to it, showingpeople how they're the business,
all this kind of thing.
And so you think about thatjourney of all the different
information, really whatwebsites really are.
(08:03):
But you want to put that in aformat within your ad campaign
so that some people aren't goingto give a shit about your
founder story.
They just want to know thefeatures and benefits.
They just want to go all right,cool, that's what I need right
now.
I want to buy that thing, butother people they really need to
be, I guess go through theprocess and see multiple touch
points.
Speaker 1 (08:21):
Yeah, have an opportunity to connect with the
brand and build trust.
Speaker 2 (08:28):
Correct, correct, instead of expecting that
they're going to click off andgo to the website because
people's behaviors are changingas well where they want the
information.
Now they don't really want tohave to click off and go
discover and take it from theself.
They want to be fed that in thefeed.
And so, by treating it as aguess of journey, that's how
Meta's looking at it.
It gives a full picture and itgives a full funnel flow of your
ads in the single campaign.
Now challenges that's going togive you then is all right.
Well, how do we optimize?
(08:48):
Because if you're getting aconversion of CPA on one of your
ads, I know that previously theway we would approach it is
like we would have benchmarksand be like all right, cool, if
an ad's not achieving X results,fucking kill it.
But right now that's not goingto be the case, because someone
might see that founder video,they might see the next video,
next video, and it's a sequenceof that journey that they're
going through.
And so when you get to thatlast ad, you might see all right
(09:10):
, well, all these other adsdidn't get the conversion, this
one did so kill all those ones,but they were instrumental in
making that happen.
Speaker 1 (09:15):
They all work together, have a place to be
there to serve, just in caseit's part of the journey that
that particular customer needsto go on Exactly.
Speaker 2 (09:24):
And so it changes the whole way now of media buys and
how to optimize and managecampaigns.
And so the way that we've beenfinding that is really what
should be doing is looking atall right, cool is Meta.
Because Meta is really going toself-regulate this as well.
Because they might be like allright, cool, we know that this
ad is a core piece within thisflow to create that conversion,
so they're going to continuespending on that ad.
(09:45):
If you're running ads andyou're seeing all right, cool,
last week it spent $500.
This week managers are onlygiving that ad $20.
Then that's managers almost sawall right, well, this ad's not
working.
And then that's where you startlooking at Oracle.
Maybe we need a new variationor a new version of that ad
because it's not hitting themark.
But these other ads are stillgetting a lot of budget, they're
still working, they'reconsistent or they're increasing
(10:06):
.
It's showing that Meta's saying, yep, this is playing a much
more stronger part of the funnel.
Speaker 1 (10:09):
It's really quite clever from Meta when you think
about their environment.
Ads serve them so much revenue,but they also take people away
from their platform.
So the strategy from Meta helpsor seemingly helps the
advertisers, but it's alsohelping Meta keep everyone in
that one place.
We're not extracting them outfor as cheaply as possible to
(10:30):
get to a website, capturing thatlead data and then never having
to pay Meta again.
You're having to do every oneof those touch points in
platform and never allowed as auser or a user of Meta to leave.
That's right, that's it, and wehave to just keep paying for
the opportunity to build thatbrand frequency and that brand
story using these platforms.
Speaker 2 (10:52):
That's right.
But I guess the way that Metaalso then, by having all that
data to build that brandfrequency and that brand story
using these platforms, that'sright.
But I guess the way that Metaalso, then, by having all that
data within the same campaign,same ad set, giving it the
freedom to be able to do that,it really then should be like
all right, well, meta's going tohave a good understanding of
all right.
Well, this is a picture of thiskind of person and we know if
they watch this video, thisvideo, this video, this video
and this sequence there sequence, there's a very high chance
that they're then going to clickoff and purchase, yeah, and so
it gathers all that data andfrom the initial test that we're
(11:14):
seeing, we've seen like dropsof sort of 25 to 30% in overall
CPAs, because it's reallylearning and understanding how
to get the most out of thecontent that is being fed to it,
to the right people at theright time.
Speaker 1 (11:25):
I think, while it's clever from meta and they're
sort of trying to capture theiraudiences in their platform, the
way users are using theinternet is changing.
It's not like everyone'swanting to jump off and browse
dodgy old websites.
I'm sick of shitty websites,I'm sick of using them and if I
can get the answer in a platformI'm comfortable with, I will.
So, yeah, I think they'rereacting to the changing
(11:49):
expectations of users that theywant to continue using the
platform they've opened.
It's a big strain on digitalmarketers, advertisers, brands,
small businesses that for yearshave been focused on just your
site and how your site presentsthis story organic search,
everything being an ad clickbring to your website.
Then they'll go away, thenthey'll come back via organic
(12:09):
and they'll do a little bit moreresearch All that research
happening on your site, asyou've said, with these
platforms and I presume it'sgoing to pair well with the
similar approaches in TikTok,which they don't have this yet,
but I'm sure they'll follow suitYou're going to have to be
building these brand narrativesin platform and it will be
instrumental to campaigns andbrand campaigns not just
(12:30):
performance campaigns to bepresent in that environment.
It's just getting so much of ourattention, either TikTok or
Meta, yeah, like it's wherepeople go to for their news,
it's where people go to forproduct recommendations, and
then if I'm jumping out, I'mjumping into chat, gpt-5 for my
sort of research, and then, youknow, maybe Googling for a local
(12:52):
search.
It's a whole new wild worldwhen you think of the
differences in how we used tostructure our digital strategies
in the past to now.
Speaker 2 (13:01):
I'm really excited for what Andromeda is going to
bring, being that within ouragency, we do have a creative
team.
I think that creative hasobviously been such a more and
more important part of theprocess, and it's something that
we're really investing heavilyin and making sure that we're
able to deliver the bestpossible.
I guess creatives for ourclients.
It really shows that all right,I think we've made the right
decision in focusing on this,because it's what's going to
(13:21):
really get the results in themeta campaigns, because it's not
now about being who's the bestat being able to pick the right
audiences and targeting and allthis kind of shit.
It's really just about allright, can you create creatives
that are going to speak to theaudience and you really
understand what it is that theyneed and making sure that you
hit those points?
Speaker 1 (13:35):
Yeah, I think there is going to be a massive
expectation for brands who wantsuccess in the meta platform to
be creating and to be bold withtheir creative and their ads so
that they have more and moreoptions to test and, yeah, some
of them will fail, but they needto be in there and to be tested
to see if they're failing andsometimes failure might not be
(13:59):
measured how we used to measurefailure.
Like you were saying before, itmight be just a trust-based ad
that is part of a user journey.
So I think we're going to see alot more creative types and
brands exploring differentcreative paths, rather than a
similar ad type that you alwayssee from, say, jb Hi-Fi or
whoever it might be.
There's going to be variousdifferent versions of creative
(14:19):
paths within the Meta platformand that's something we'll have
to keep supporting our clientswith and building out.
Speaker 2 (14:24):
Yep.
Well, this has been another,well, a long-awaited week for
Digital Horizons, but we'regoing to be, as we always say,
much more consistent.
Thank you for your time againwatching.
Speaker 1 (14:37):
We're really enjoying getting back into this and hope
you've enjoyed the content.
Yeah, thank you.
We always take it with a grain of salt when
there's a new platform that saysit's going to sort of take away
all the hassle.
Speaker 2 (00:09):
The biggest focus on this is making sure you've got
enough creative diversity withinyour ad accounts, because an ad
that talks to you may not talkto me.
The way users are using theinternet is changing, so it's
been really rolling out sincethen, but it's taken a bit of a
while of testing and reallyunderstanding what we need to do
here to make it work.
We're back.
Speaker 1 (00:27):
I just hit the button and I'm like, oh, I've got to
speak.
Speaker 2 (00:30):
Yeah, yeah, welcome back to Digital Horizons.
It's been a little while I'vebeen over traveling a little bit
, and so we tried one episodethat was, I guess, me dialing in
from Bangkok, and we felt thatdidn't really have the same
impact as us sitting in a roomhaving a proper conversation
about things.
So we put things on hold for alittle bit and now I'm back and
we're back at it.
Speaker 1 (00:49):
Yeah, it's good to have you back.
It's good to be back in theroom and to not just be me
sitting in the room looking at acomputer screen.
Speaker 2 (00:54):
Yeah, that would have been a strange situation.
I mean me doing it on thecomputer.
Speaker 1 (01:01):
I was reacting to that and then talking to the
camera, but I'm proud of us foractually producing some content
during that time.
Yeah, we gave it a go.
Speaker 2 (01:11):
But now that we're back and the conversation that
we're going to be having todayis around Meta's Andromeda
update, which is having amassive impact in the way that
we are now operating ourmanaging ad campaigns and having
a huge impact in theperformance, I suppose I should
start by saying this is DigitalHorizons.
Oh yeah, good plan, we're back,I'm.
Speaker 1 (01:31):
Brian, this is James.
We're the channel for businessowners, marketers and AI
enthusiasts, I'd say as well.
It's definitely the directionwe're going.
Yeah, we're testing andtrialing this sort of stuff to
see what's working now and alsowhat we should be focused on in
the future.
And today, meta's Andromeda,which is effectively a tool
added to the ads platform andspecifically to enhance the
(01:54):
advantage plus ads automationfunction of Meta.
What it does is help tailor theright creative from your bank
of creative to the right person,based off their interest or
likelihood of actually engagingwith that bank of creative, to
the right person based off theirinterest or likelihood of
actually engaging with thatpiece of creative.
It's not so much finding theright person who will like your
product, but of a big bank ofads, which one is actually going
(02:14):
to move the needle or engagethem or work the best on that
particular person using AIneural networks.
Speaker 2 (02:21):
Yeah, so the way I'm understanding it is that it's
really now got a lot more nuanceand understanding as to where
people are within their buyingjourney and which using its AI
networks and capabilities.
The recent data has come outthat I think last year Meta
invested 20 billion or somethinginto AI upgrades.
Speaker 1 (02:38):
You'd hope there's some sort of quality outcomes
from that sort of investment,and they've just increased it to
65 billion.
Speaker 2 (02:44):
So I think that they're really going all in, and
we did a piece a little whileback around how Zuckerberg is
really wanting to really own thewhole landscape in terms of
push a button, get results inthe ad campaign with zero import
or any assistance from creativeagencies or anything that want
to really make it happen all onour own.
And I think that this is thefirst step in that, because it's
really taking away any need forany kind of from a media buying
(03:06):
point of view any kind oftargeting.
Your creative is doing thetargeting and so, by getting the
right creative that's going tospeak to your audience, meta is
going to know who to put infront of you.
Don't need to tell her.
All right, I want to show thisad to males, 45 to 55-year-olds
that are living in specificregions.
Meta is going to know, know,based on all the data that it
has on all of its customers andall the different ad campaigns
(03:27):
that are currently running, whoshould be seeing this ad right
now.
Speaker 1 (03:29):
Right.
So that's the big point ofdifference there.
It's not just the serving orthe best performing ads being
served to your defined audience,it's going and finding the
right people for each of your adtypes.
Speaker 2 (03:40):
Absolutely, and so that's where really the biggest
focus on this is making sureyou've got enough creative
diversity within your adaccounts, because an ad that
talks to you may not talk to me.
Yeah, so, if I've got, say, anddepending on what part of the
user journey I'm in so if I'mlooking at want to go on another
holiday I'm currently thinkingabout it I'm not looking at
booking flights?
Yeah so ads to me that,compared to someone who was just
(04:00):
about to start booking flightsright now, they're going to be
very different in terms of whatis going to the messaging that's
going to matter to that personat the right time.
So if you've got ads that aresort of thinking about all the
different parts of the buyer'sjourney you're going to have,
maybe you found a story, so youmight have some product features
videos.
You might have some us versusthem.
You might show some benefits,all the different things and
different angles.
So that way you're covered.
When someone is thinking aboutor not, even at the beginning
(04:23):
stage, you really want them todiscover your ads.
You don't need to structure itin a way that you know all right
, this is my top of the funnel,this is my bottom of the funnel.
This is this you just want tomake sure you've got a wide
variety of ads in there so thatthat way, when someone, when
your ads are being deliveredmeta will then know all right,
this is the right, the yearsgone by and the introduction of
(04:45):
targeting people based off theirinterests and their buying
signals.
Speaker 1 (04:49):
But this is a huge leap forward and I think it'd be
easy to sort of conflate it orconfuse it with what we used to
have with programmaticadvertising, where it would
effectively buy based off yourbuying signals what other sites
you visited?
Are you the right type ofperson to fit within the model
of who we want to place ads infront of on a DSP or a demand
(05:10):
side platform with display ads?
And it would then monitor howmany of those people, based on
those buying signals, came backto the website and converted and
then readjust who it'stargeting.
Speaker 2 (05:21):
Correct, so it's using the first party data for
the conversion and rather it'stargeting.
Correct, so it's using thefirst party data for the
conversion and rather it'sbasically almost adding labels
to users based on theiractivities that they're doing
across the internet, as opposedto the video content that
they're consuming, and this isgoing Oracle, we know, based on
what they're watching and whatthey're doing, then this is the
right video to be showing themthe right ad to be showing them.
Speaker 1 (05:39):
And we're seeing from TikTok algorithm and the Meta
Reels algorithm the amount ofattention-based information
these platforms can learn aboutyou, what really keeps you
engaged, what really holds youlonger.
The algorithm is growing sostrong from the content you're
consuming that they're the bestpeople to know what is going to
(05:59):
engage with you, based off theorganic content that you're
looking at and stalling on andhow your algorithm's been
building and making assumptionshere, that it is using that sort
of interest-based orattention-based algorithmic view
of us to help with the adplatform or is it all based off
ad stuff?
Speaker 2 (06:17):
I'm sure it's taking into account all the huge amount
of data in all different areas,but I think it's just added a
whole different layer in termsof what the ability is for
targeting the right ad to theright person.
Yeah, I think the biggest shift, though, is really the way that
we're structuring and settingup the campaign, so I've got a
few, I guess, tips and ideasaround what can be done to
really take advantage of thisnew changes within the ad
platform.
Speaker 1 (06:37):
Yeah, it's been available since late last year.
Speaker 2 (06:40):
Yeah, I believe so.
It's been really rolling outsince then, but it's taken a
little while of testing andreally understanding.
Well, what do we need to dohere to make it work?
Speaker 1 (06:48):
Yeah, and at both our agencies we always take it with
a grain of salt.
When there's a new platformthat says it's going to sort of
take away all the hassle, Ioften think, oh, this is made
for entry-level advertisers whojust want to click a button.
But this one is turning out tobe actually quite useful and
(07:08):
helping us to target or selectcreative or serve the right
creative in ways that we justcouldn't do manually with manual
optimization.
So let's get into the tips ofwhat you should be doing to
utilize this within platform100%.
Speaker 2 (07:22):
So I think what you want to be thinking about is
that people are less likely toeven visit your website right
now after watching an ad.
I think they're much morelikely.
What you want to be doing isthinking about the way that
you're structuring your adaccount.
So you really just want singlead account, single ad set, and
then think about a whole journeyand all the different angles
that you can put on there, andjust different angles that you
can put on there, and justimagine that they never go to
your website until they're readyto buy.
So think about all right, well,what does my services page look
(07:42):
like?
What's all the information Ican pull out of that to give
them that information?
Then the next touch point mightbe all right, well, what's the
features and benefits of myservice?
Next touch point might be someUGC content, giving some
credibility to it, showingpeople how they're the business,
all this kind of thing.
And so you think about thatjourney of all the different
information, really whatwebsites really are.
(08:03):
But you want to put that in aformat within your ad campaign
so that some people aren't goingto give a shit about your
founder story.
They just want to know thefeatures and benefits.
They just want to go all right,cool, that's what I need right
now.
I want to buy that thing, butother people they really need to
be, I guess go through theprocess and see multiple touch
points.
Speaker 1 (08:21):
Yeah, have an opportunity to connect with the
brand and build trust.
Speaker 2 (08:28):
Correct, correct, instead of expecting that
they're going to click off andgo to the website because
people's behaviors are changingas well where they want the
information.
Now they don't really want tohave to click off and go
discover and take it from theself.
They want to be fed that in thefeed.
And so, by treating it as aguess of journey, that's how
Meta's looking at it.
It gives a full picture and itgives a full funnel flow of your
ads in the single campaign.
Now challenges that's going togive you then is all right.
Well, how do we optimize?
(08:48):
Because if you're getting aconversion of CPA on one of your
ads, I know that previously theway we would approach it is
like we would have benchmarksand be like all right, cool, if
an ad's not achieving X results,fucking kill it.
But right now that's not goingto be the case, because someone
might see that founder video,they might see the next video,
next video, and it's a sequenceof that journey that they're
going through.
And so when you get to thatlast ad, you might see all right
(09:10):
, well, all these other adsdidn't get the conversion, this
one did so kill all those ones,but they were instrumental in
making that happen.
Speaker 1 (09:15):
They all work together, have a place to be
there to serve, just in caseit's part of the journey that
that particular customer needsto go on Exactly.
Speaker 2 (09:24):
And so it changes the whole way now of media buys and
how to optimize and managecampaigns.
And so the way that we've beenfinding that is really what
should be doing is looking atall right, cool is Meta.
Because Meta is really going toself-regulate this as well.
Because they might be like allright, cool, we know that this
ad is a core piece within thisflow to create that conversion,
so they're going to continuespending on that ad.
(09:45):
If you're running ads andyou're seeing all right, cool,
last week it spent $500.
This week managers are onlygiving that ad $20.
Then that's managers almost sawall right, well, this ad's not
working.
And then that's where you startlooking at Oracle.
Maybe we need a new variationor a new version of that ad
because it's not hitting themark.
But these other ads are stillgetting a lot of budget, they're
still working, they'reconsistent or they're increasing
(10:06):
.
It's showing that Meta's saying, yep, this is playing a much
more stronger part of the funnel.
Speaker 1 (10:09):
It's really quite clever from Meta when you think
about their environment.
Ads serve them so much revenue,but they also take people away
from their platform.
So the strategy from Meta helpsor seemingly helps the
advertisers, but it's alsohelping Meta keep everyone in
that one place.
We're not extracting them outfor as cheaply as possible to
(10:30):
get to a website, capturing thatlead data and then never having
to pay Meta again.
You're having to do every oneof those touch points in
platform and never allowed as auser or a user of Meta to leave.
That's right, that's it, and wehave to just keep paying for
the opportunity to build thatbrand frequency and that brand
story using these platforms.
Speaker 2 (10:52):
That's right.
But I guess the way that Metaalso then, by having all that
data to build that brandfrequency and that brand story
using these platforms, that'sright.
But I guess the way that Metaalso, then, by having all that
data within the same campaign,same ad set, giving it the
freedom to be able to do that,it really then should be like
all right, well, meta's going tohave a good understanding of
all right.
Well, this is a picture of thiskind of person and we know if
they watch this video, thisvideo, this video, this video
and this sequence there sequence, there's a very high chance
that they're then going to clickoff and purchase, yeah, and so
it gathers all that data andfrom the initial test that we're
(11:14):
seeing, we've seen like dropsof sort of 25 to 30% in overall
CPAs, because it's reallylearning and understanding how
to get the most out of thecontent that is being fed to it,
to the right people at theright time.
Speaker 1 (11:25):
I think, while it's clever from meta and they're
sort of trying to capture theiraudiences in their platform, the
way users are using theinternet is changing.
It's not like everyone'swanting to jump off and browse
dodgy old websites.
I'm sick of shitty websites,I'm sick of using them and if I
can get the answer in a platformI'm comfortable with, I will.
So, yeah, I think they'rereacting to the changing
(11:49):
expectations of users that theywant to continue using the
platform they've opened.
It's a big strain on digitalmarketers, advertisers, brands,
small businesses that for yearshave been focused on just your
site and how your site presentsthis story organic search,
everything being an ad clickbring to your website.
Then they'll go away, thenthey'll come back via organic
(12:09):
and they'll do a little bit moreresearch All that research
happening on your site, asyou've said, with these
platforms and I presume it'sgoing to pair well with the
similar approaches in TikTok,which they don't have this yet,
but I'm sure they'll follow suitYou're going to have to be
building these brand narrativesin platform and it will be
instrumental to campaigns andbrand campaigns not just
(12:30):
performance campaigns to bepresent in that environment.
It's just getting so much of ourattention, either TikTok or
Meta, yeah, like it's wherepeople go to for their news,
it's where people go to forproduct recommendations, and
then if I'm jumping out, I'mjumping into chat, gpt-5 for my
sort of research, and then, youknow, maybe Googling for a local
(12:52):
search.
It's a whole new wild worldwhen you think of the
differences in how we used tostructure our digital strategies
in the past to now.
Speaker 2 (13:01):
I'm really excited for what Andromeda is going to
bring, being that within ouragency, we do have a creative
team.
I think that creative hasobviously been such a more and
more important part of theprocess, and it's something that
we're really investing heavilyin and making sure that we're
able to deliver the bestpossible.
I guess creatives for ourclients.
It really shows that all right,I think we've made the right
decision in focusing on this,because it's what's going to
(13:21):
really get the results in themeta campaigns, because it's not
now about being who's the bestat being able to pick the right
audiences and targeting and allthis kind of shit.
It's really just about allright, can you create creatives
that are going to speak to theaudience and you really
understand what it is that theyneed and making sure that you
hit those points?
Speaker 1 (13:35):
Yeah, I think there is going to be a massive
expectation for brands who wantsuccess in the meta platform to
be creating and to be bold withtheir creative and their ads so
that they have more and moreoptions to test and, yeah, some
of them will fail, but they needto be in there and to be tested
to see if they're failing andsometimes failure might not be
(13:59):
measured how we used to measurefailure.
Like you were saying before, itmight be just a trust-based ad
that is part of a user journey.
So I think we're going to see alot more creative types and
brands exploring differentcreative paths, rather than a
similar ad type that you alwayssee from, say, jb Hi-Fi or
whoever it might be.
There's going to be variousdifferent versions of creative
(14:19):
paths within the Meta platformand that's something we'll have
to keep supporting our clientswith and building out.
Speaker 2 (14:24):
Yep.
Well, this has been another,well, a long-awaited week for
Digital Horizons, but we'regoing to be, as we always say,
much more consistent.
Thank you for your time againwatching.
Speaker 1 (14:37):
We're really enjoying getting back into this and hope
you've enjoyed the content.
Yeah, thank you.
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