The marriage of data and creative, making Meta advertising personal
In the world of advertising, there has been a long-standing divide between the data-driven and creative aspects of campaigns. However, with the rise of Meta, there is an opportunity to bring these two worlds together and make advertising more personal than ever before.
Data-Driven Advertising
What do we mean then we say data-driven? It sounds a bit robotic, doesn’t it? Not really how we want to find our perfect people for our products and services. But the truth is in the data! Data-driven advertising involves using data to make decisions about targeting, messaging, and optimisation. Without data you are just shooting in the dark. It involves collecting and analysing data from various sources, such as online behaviour , demographic information, and social media activity. With this data, you can create highly targeted campaigns that are tailored to the individual preferences and needs of their audience.
Creative Advertising
Creative advertising, on the other hand, involves the development of unique and visually appealing ads that grab the attention of the viewer. It is the art of storytelling, using imagery, sound, and words to create a memorable experience that resonates with the audience. With Meta’s new Advantage+ system, you can focus on the creative side of advertising and leave the data bit to Meta. Sounds good right?
The Marriage of Data and Creative, a match made in heaven!
The marriage of data and creative involves using data to inform the creative development process. It means using data to understand the audience's needs, preferences, and behaviours, and using this information to create personalised ads that resonate with them. By combining data and creative, advertisers can create more effective campaigns that drive better results.
Making Meta Advertising Personal
Meta, the parent company of Facebook, has been at the forefront of the marriage of data and creative in advertising. With its vast amount of user data, Meta has the power to create highly personalised ads that are tailored to each individual user.
One way Meta is making advertising more personal is through dynamic ads. These ads are created on the fly, using data about the user's behaviour and preferences to create an ad that is unique to them. For example, if a user has been browsing for running shoes, a dynamic ad might show them an ad for a pair of running shoes that are similar to the ones they were looking at. I’ve been using these recently with an e-comm client and they have been out-performing all the other campaigns in the last month!
Another way Meta is making advertising more personal is through augmented reality (AR) ads. AR ads allow users to interact with the ad in a more meaningful way, creating a more immersive experience. For example, a user might be able to try on a pair of sunglasses or see how a piece of furniture would look in their living room.
Put a ring on it!
The marriage of data and creative is an exciting development in the world of advertising. By using data to inform the creative process, advertisers can create more personalised and effective campaigns that resonate with their target audience. With Meta's vast amount of user data and innovative advertising tools, we can expect to see even more personalized and engaging ads in the future.
