“It Feels Like A Golden Era Of Advertising Again”: An Insider’s Look At How Meta’s AI Ad Tools Improve Ad Performance

Ian Stone, product marketing manager, Meta explains how Meta’s AI-driven ad tools, Meta Advantage, deliver three times the return for each dollar invested…
Amidst today’s economic uncertainty, the digital advertising landscape is transforming at unprecedented rates. To gain a competitive edge, businesses need to embrace machine learning and AI to navigate ongoing platform shifts and changes in consumer behaviour.
Research shows that Meta’s AI-driven ad tools, now grouped together under Meta Advantage, deliver three times the return for each dollar invested. The Meta Advantage product suite leverages machine learning to connect the right creative with the right audience at the right time, helping advertisers reach valuable audiences with greater efficiency. Almost all of Meta’s advertisers are using at least one Meta Advantage product, meaning millions of advertisers are already taking advantage of AI to reach their goals.
Scaling businesses with Advantage+ shopping campaigns
Part of the Meta Advantage product suite, Advantage+ shopping campaigns simplify campaign set up, audience targeting and creative management. Advertisers can set up a single campaign and Meta’s AI automatically tests hundreds of different creative combinations and delivers the highest performing ads to the highest value shoppers. On average, Advantage+ improves cost per acquisition by 17 per cent and return on ad spend by 32 per cent. Let’s look at a couple of case studies.
Baiia Swim scales from $6,000 to million-dollar months
Jay Wright, founder of Australian agency Ecommerce Equation, shared with me that many of his clients have shifted significant portions of their budgets into Advantage+ shopping campaigns.
“Advantage+ shopping is one of the best products that Meta’s deployed. We’re seeing the performance return and increased ability to scale brands profitably,” he said.
One of his clients, Baiia Swim, a local swimwear brand, has been using Meta Advantage+ shopping campaigns to scale its brand. Baiia delegated part of its audience targeting to Meta’s Advantage+, which found pockets of new customers around the world. By gaining access to international markets and overcoming limitations of seasonality, Baiia went from earning around $6,000 per month to achieving seven-figure months.
Jay said, “The direction that Meta’s going, with machine learning and AI, and its ability to deploy algorithms that find people to purchase products, en masse, at scale, is phenomenal… it feels like a golden era of advertising again.”
Princess Polly gains 10X ROI with Advantage+
Another of our clients, online fashion retailer Princess Polly, has also been using Meta Advantage+ shopping campaigns to scale its business. Global performance director, Kim Zorn, shared, “We ran some tests and found that Advantage+ shopping campaigns come out of the learning phase way quicker than our BAU campaigns. So, we use Advantage+ shopping to supplement our BAU strategy. The algorithm really works – we see a 12 per cent lower cost per purchase and an ROI of 10x, which is absolutely incredible.”
Changes to the digital ecosystem, notably Apple’s roll out of ATT (App Tracking Transparency), have fundamentally changed the way advertisers can optimise and measure the effectiveness of their ad campaigns. Meta has been developing AI models to fill in those data gaps.
“We used to target really niche, but since ATT, we’ve really struggled with smaller audiences. Advantage+ shopping broad targeting has been amazing – it helps us find new customers and also helps us convert repeat customers,” explained Kim from Princess Polly.
AI is also driving deeper user engagement
Meta’s AI technology is also being used to drive consumer discovery and deeper engagement. AI recommended content from accounts that you don’t follow is now the fastest growing category of content on Facebook’s feed. On Instagram Reels, AI now recommends about 40 per cent of the content people see. Since Reels was launched, AI recommendations have driven more than a 24 per cent increase in time spent on Instagram.
By combining this deeper user engagement with more advanced AI models that improve our delivery and measurement systems, the AI gets smarter about what’s working. This, in turn, improves its ability to select the best ad for each person.
Advertisers are benefitting from this – users on Meta’s platforms are four times more likely to click on an ad compared to other social media services.
Maximise advertising efficiency and performance with Advantage+
Meta’s advancements in AI are revolutionising the digital advertising industry. Our AI solutions expedite backend processes, giving businesses more time for strategic big-picture work.
And this is just the beginning. In the future, we’ll be releasing new generative AI tools like text variations, background generation and image outcropping across both web and app solutions, which will further increase ad personalisation, efficiency and performance. Learn how to maximise business growth with Advantage+ today.
Please login with linkedin to comment
Latest News

Why Advertisers Cannot Overlook The Benefits Of Generative AI
Are you a little late to the generative AI party? Well, pull your popper & toot your whistle to this essential read.

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]

Reddit Recap Reveals That Aussies Went Nuts For The Tillies, Eurovision And, Erm, Finance
Reddit’s annual Recap report has revealed the issues and moments that captured Australia’s collective mind over 2023 with, naturally, the Matildas featuring high on the list. The inaugural Australia-hosted Women’s World Cup saw Aussies glued to the footy (or, indeed soccer) with one enterprising user capturing the moment that Cortnee Vine scored the winner against […]

Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]

Spikes Asia Announces Its 2024 Jury Line-Up
Spikes Asia, APAC’s most prestigious and sought-after Award for creativity and marketing effectiveness, has revealed its 2024 Jury line-up today. The 93 industry experts from across 18 markets represent APAC’s leading talent from a diverse range of disciplines. 2024 sees the highest representation from brands, including Budweiser, Procter & Gamble, Unilever and, for the first […]

Assembled Media Inks TikTok Creator Campaign for BIC
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]

Wednesday TV Ratings: Aussies Sign Up For Taronga Zoo
With animals proving a ratings winner for the networks yet again, we're expecting odd marsupial cooking mash-ups soon.

If You Can’t Beat The System, Cheat The System: Hardhat Launches ‘Cheat Codes For Challenger Brands’.
Independent creative and CX agency Hardhat has launched an Australian-first suite of growth accelerators; ‘Cheat Codes for Challenger Brands’.

Melinda Petrunoff: Pinterest Predicts Is A “Cheat Sheet” For 2024
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.

IAB Launches Fourth Module In Its Marketing Measurement Innovation Series
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]

Scope3 Expands Carbon Measurement Capabilities To Include DOOH Advertising
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]

VOZ Enters Final Phase Of Total TV Viewing
This headline can be made so much more appealing by reading it with a Darth Vader-like inflection.

Selfies! Swipes! Scrolling! It’s The Best Of The Best Social Media Directors, Presented By Finecast, Part Of GroupM Nexus
Social media's far more than faffing about with videos of the office dog, as these digital maestros attest.

Thinkerbell Unveils Pringles “Shoot From The Chip” After Winning Competitive Pitch
Other than heroin, nicotine and Sex In The City re-runs, is there anything more addictive than the Pringle chip?

Now Open For Registration – NRF 2024: Retail’s Big Show Asia Pacific
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]

“He Cannot Die Without People Knowing What He’s Done”: Alan Jones Accused Of Indecently Assaulting Young Men
As sad as it is to say about these unsavoury allegations, why does it not come as any real surprise?

B&T TV – Jasmin Bedir On Why Trade Media Needs To “Drop The Shade”
Much like the arrival of tequila shots, you know you're in for a rollicking good time when Jasmin Bedir gets involved.

Kmart Does Christmas Via Dentsu Creative
Kmart is always B&T's one-stop shop at Christmas. Particularly for people we don't overly like.

Wavemaker Promotes James Boardman To Chief Strategy Officer
James Boardman amps up his Dungeons & Dragons creds as he's named Wavemaker's chief strategy officer.

When It Doesn’t Feel So Good Being Bad – It’s 2023’s Top Banned Ads
Other than a Cannes Lion, there's arguably no greater honour in advertising than getting your ad banned by a watchdog.

Taylor Swift Named Time’s Person Of The Year, Beating Out Putin, King Charles & Barbie!
Did you spend 172 hours staring at your computer screen & still didn't get Taylor Swift tickets? Stare some more here.

Petbarn & Greencross Vets Create Live Parasite Tracking Tool Via Howatson+Company
Could your incessant itch & dark urine actually be a sign of parasite infestation? Mark this as a must read.

Imogen Hewitt Promoted To Publicis’ Chief Media Officer ANZ
Imogen Hewitt's ascendancy at Publicis continues apace. Not that she's to be known as Dame Imogen Hewitt.

Icon Agency Nabs Michael Knox From Think HQ
We're still three weeks off the 31st, but already it's a "new year, new me" for Michael Knox as he joins Icon Agency.

James Warburton Resigns From Seven
James Warburton calls time on his Seven career. Also refusing all calls from Rugby Australia.

DBC2 Appoints Jason Fisher To Newly Created Role Of CEO
Following a period of significant client growth, leading auto marketing agency, DBC2 has appointed Jason Fisher (lead image) to the newly created role of CEO. The appointment is part of DBC2’s long term growth strategy ahead of the agency announcing a brand refresh and expanded proposition in early-2024. As a new shareholder of the business, […]

ACCC To Crackdown On Influencers & Businesses For Misleading Advertising & Dodgy Reviews
ACCC announces crackdown on dodgy influencers and online reviews. Which, it must be said, is their job.

Alastair Baker Promoted To Havas’ National Head Of Planning
Havas' Alastair Baker has a spring in his step and a song in his heart today following work promotion.

Three New Hires At Amplify
Extra pressure on Amplify's Nescafé Blend 43 catering tin today with the arrival of three new recruits.

Troye Sivan Named GQ’s Man Of The Year
Shannon Noll once again savagely cruelled by the GQ judges as KFC work goes unrecognised at Man Of The Year awards.

Indy Clinton, The Matildas & Fitzroy Garage Party Honoured At 2023 TikTok Awards
B&T a lucky attendee at last night's TikTok Awards. Disappointed not to see any cats playing piano, however.

Digital Advertising Excellence: A Blueprint For Maximum Engagement & Sustainability
Much like the importance of daily flossing, this is a gentle reminder of the damage crap creative can do.

What Are You Waiting For?! Enter TikTok Young Lions Now!
We're certainly not young, talented and trendy but you likely are, so enter the TikTok Young Lions comp!

Boomtown’s Final Masterclass Of 2023 Attended By Almost 100 Media Reps
Don’t treat regional media as a charity, but a real growth opportunity: That’s the message from Boomtown’s final masterclass of 2023, attended by almost 100 media industry representatives from across the nation. The masterclass was part of a series of educational sessions, delivered by Boomtown, the media collective championing advertising in regional Australia. The sessions […]

Mister Cartoon & Turtle Wax Partnership Launches In Australia & New Zealand Via DIJGTAL
DIJGTAL launches ‘The Art of Car Care’, an exciting partnership between renowned LA street artist and icon, Mister Cartoon and Turtle Wax in Australia and New Zealand.

GTA VI Trailer Smashes YouTube Viewership Records
This trailer marks great news for spotty teenagers and socially awkward people around the world.