We are over the moon that Meta has finally seen the light and is rewarding advertising that prioritises creativity and relevance over sheer spending power.
This is exactly the approach We Are Acuity has been advocating for over the last 25 years. We call it real ‘local marketing’.
In the past, the largest advertisers enjoyed the best rates simply by virtue of their budgets, often leading to uninspired, repetitive ‘broad-brush’ ads dominating the landscape. Digital marketing was becoming a tick box exercise for many.
Today, however, the focus has shifted to the quality and engagement potential of the ads themselves.
This change is monumental for several reasons.
First, it democratises advertising, allowing smaller businesses with compelling and well-crafted messages to compete on a more level playing field.
By emphasising 'estimated action rate' and 'ad quality', Meta ensures that the ads viewers see are not only more engaging but also more relevant to their interests and needs.
This leads to a better user experience, which is crucial for maintaining engagement on the platform.
Furthermore, this new approach encourages advertisers to invest more in their creative processes.
By rewarding ads that resonate with local audiences, brands are motivated to innovate and diversify their content.
As @Peter Buckley aptly points out, it’s ironic that creative efforts are often underappreciated on many of the platforms where they are most critical.
This shift underscores the importance of continuous testing and refinement of creative concepts to find what truly connects with audiences.
In essence, Meta’s new advertising model promotes a healthier advertising ecosystem.
It shifts the focus from quantity to quality, ensuring that consumers are exposed to ads that are more likely to interest them.
This is a win for both advertisers and users, fostering a more engaging, relevant and satisfying digital advertising experience.
If you’d like to know more about the value of local marketing like how you could improve the relevancy of your campaigns or how you could engage your local partners, whether branches, retailers, dealers, franchisees, affiliates or any other sales channel, in your brand's marketing efforts visit our website, there’s loads of useful information there.
Or get in touch with me. I’d love to hear about your current challenges…