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Why is Meta giving away its $1.1 Billion+  investment in Llama for FREE? The best revenue doesn't come from luck. The best revenue comes from smart strategies. Meta's short-term and long-term revenue strategies are prime examples. Short-Term Revenue Generation Enhanced Advertising Revenue: Meta's main short-term revenue comes from its advertising business, which benefits greatly from AI advancements. By integrating Llama 3.1 into platforms like Facebook, Instagram, and WhatsApp, Meta can boost user engagement and ad targeting. This attracts more advertisers and increases ad revenue. In Q2 2024, advertising revenues jumped by 26.8% year-over-year, making up 97.8% of total revenues. AI-Powered Features: AI-driven features like improved feed recommendations, better business-to-customer interactions on WhatsApp, and enhanced content discovery on Instagram can lead to higher user engagement. This increases the time users spend on Meta's platforms, making them more appealing to advertisers. Long-Term Revenue Generation Ecosystem Development: By open-sourcing Llama 3.1, Meta aims to build a strong ecosystem of developers and researchers who contribute to the model's improvement. This can lead to innovative applications and tools that enhance Meta's core products, driving long-term user engagement and retention. Cost Savings and Efficiency: Open-sourcing Llama allows Meta to benefit from community contributions, reducing the costs associated with developing and maintaining proprietary AI models. This can lead to long-term cost savings and improved operational efficiency. Value-Added Services: Meta can monetize Llama 3.1 by offering premium services like custom model training, fine-tuning, and deployment support. These services can be especially attractive to enterprises looking to leverage advanced AI capabilities without needing extensive in-house expertise. Strategic Investments: Meta's significant investments in AI infrastructure and research are expected to pay off in the long run. The company's capital expenditures for 2024 are projected to be between $35 billion and $40 billion, primarily to support its AI roadmap. These investments aim to position Meta as a leader in AI technology, driving future revenue growth through innovative products and services. Regulatory Compliance and Trust: Open-sourcing AI models can help Meta build trust and transparency with regulators and users. This can mitigate regulatory risks and enhance the company's reputation, which is crucial for long-term sustainability. Overall, Meta's strategy of open-sourcing Llama 3.1 is designed to drive immediate gains in advertising revenue while laying the groundwork for long-term growth through ecosystem development, cost savings, value-added services, and strategic investments in AI infrastructure. It’s always good to know the end game when something seems off. Really interesting strategy by Meta.

Meta starts testing ads on Threads https://ift.tt/acptNvH For a year and a half of its existence, Threads stood out among other Meta apps because it was completely free of ads that have filled almost every corner of Facebook and Instagram. This is about to change. Meta is launching its first “small test” of advertising on Threads, Instagram CEO Adam Mosseri has announced, as the company hopes to finally start making money from the service. The ads will appear in the form of posts with images between content in users’ feeds and will be shown only to a “small percentage of people” in the US and Japan. According to Mosseri, Meta plans to start with “a small number of brands” in these two countries. “We know there will be a lot of feedback on how we should approach the ads, and we’re trying to make them look like Threads posts that you find relevant and interesting,” he wrote. “We’ll be monitoring this test closely before scaling it more broadly, with the goal of making Threads ads as engaging as organic content.” It looks like Meta is using its existing advertising infrastructure to serve ads in the app. In its blog post, the company explains that brands can “extend their existing Meta ad campaigns to Threads – without the need for special creative or additional resources – simply by checking a box in Ads Manager.” The company will also be testing its “inventory filter” on Threads, which “allows advertisers to control the level of sensitivity of the organic content next to which their ads appear.” This is likely to be an important feature for marketers as Meta loosens its content moderation rules and once again allows more political content to appear in user recommendations. Although the initial test is small, the use of existing advertising tools will allow Meta to scale Threads ads very quickly in the future to many more advertisers and 300 million users. Mark Zuckerberg has previously noted that he prefers a slow approach to building the Threads advertising business. “We deliver all these new products, and then there’s a multi-year time horizon between scaling them and then implementing them not only in the consumer experience, but in very large businesses,” the CEO said last year.

🚨 Meta Ads update: a year of “No ads” in EU and what’s next A year ago, Meta rolled out "No Ads" subscriptions in response to GDPR and DMA, giving users in the EU, EEA, and Switzerland two choices: 1️⃣ Pay for an ad-free experience. 2️⃣ Use the platforms for free with personalized ads. The latest update: 1️⃣ Subscription prices are dropping by 40% 📉. 2️⃣ A new option for less personalized ads is being introduced for free users. So what have we seen in the past year due to these changes, and what does it mean for 2025? 🚀 🎯 Less personalized ads = less effective ads With reduced data, targeting becomes broader, and ad relevance suffers. Expect dips in performance. 💪 Action: double down on creative testing. When personalization is limited, your ads must work harder to capture attention and convert. 🛡️ Trust is your NEW optimization metric Users have become skeptical, thanks to scams and low-quality ads. If your brand doesn’t feel credible, performance takes a nosedive. 💪 Action: keep your social profiles alive with real content—users WILL check. Build legitimacy by sharing reviews, testimonials, and consistent messaging. 📊 Incrementality > everything With limited data, inflated view-based attribution is a bigger issue than ever. Accurate measurement is critical. 🛠️ What’s working now: 7-day click or 1-day click windows for cleaner data. Conversion Lift tests to prove true ROI. If you’re not running Lift tests, what are you doing? ⚙️ Ad optimization isn’t one-size-fits-all What worked in previous years doesn’t guarantee it’ll work tomorrow. For some, CBO works, for others, ABO performs better. Maybe for you, it's ASC+ (Results might be inconsistent so far) but it’s worth testing. 💪 Action: test and refine your structure. Don’t cling to outdated methods—adaptability wins. The Bottom Line: Meta’s updates make one thing clear: less data = harder work for us advertisers. To stay ahead, focus on what you can control: ✅ Build trust through content and credibility—customers are watching. ✅ Measure incrementality with Lift tests and rely on 7-day/1-day click windows for clean results. ✅ Refine ad structures: CBO, ABO, ASC+ test what works, ditch what doesn’t. Next year will separate advertisers who adapt from those who don’t. What’s your strategy? Are you running Lift tests? Seeing shifts in ad performance? Share below! 👇 #facebookads #subscription #marketingnews #paidsocial

Sharing some #insights of Meta Vs Google basis some interesting reads and my understanding - 1) Meta's Growing Ad Revenue: Meta's $31.2 billion in Q2 2024 ad revenue marks a 3% YoY growth. The platform’s shift to short-form video content across Instagram, Facebook, and WhatsApp has resonated well with both users and advertisers, fueling the growth of its digital ad business. 2) Reels as a Monetization Tool: Meta has successfully monetized Reels by leveraging its AI-driven targeting tools, allowing brands to create interactive and engaging ads. Reels is increasingly contributing to Meta’s ad performance, offering advertisers a dynamic platform for video ads. 3) Google's Ad Dominance: Despite Meta’s advancements, Google remains the leader in digital advertising. In Q2 2024, Google’s ad revenue hit $80 billion, with strong performances in search, Google Ads, and YouTube. YouTube continues to lead in video ads, posing a significant challenge to Meta’s Reels. 4) Search and Display Strength: Google's ad revenue is bolstered by its dominance in search and display ads. YouTube also maintains a stronghold, generating $10.5 billion in Q2 2024 ad revenue, which continues to draw advertisers away from Meta’s video offerings. 5) AI and Targeting Edge: Both companies are enhancing ad targeting using AI. Meta refines ad relevancy within Reels, while Google leverages extensive user data from search and YouTube to deliver highly personalized ads, keeping both at the forefront of digital advertising innovations. 6) Emerging Challenges: Both Meta and Google face mounting regulatory scrutiny, along with rising competition from platforms like TikTok, which is gaining ground in video ads. Meta’s dependence on Reels as a growth engine could face risks if user engagement trends shift. 7) Long-Term Outlook: While Meta continues to expand its video content with Reels, Google’s dominance in search and YouTube gives it a clear edge in the overall digital ad market. Both companies will likely evolve their strategies to maintain competitiveness, with Meta doubling down on video and Google refining its search and display offerings. Conclusion: Meta is reshaping the digital ad landscape with Reels, contributing to 3% YoY growth in ad revenue. However, Google’s $80 billion in Q2 2024 ad revenue, largely driven by its dominance in search and YouTube, ensures it remains the leading force. Both companies are leveraging AI to enhance ad targeting, but they face ongoing challenges from competition and regulation. #digitalmarketing #google #meta #digitaladvertising #youtube #AI #AdhiSpeaks

Meta Ad Hack Series - #6 (1st out of 2) Quick Hack to 3X your Meta Ads ROAS for FREE The #1 Mistake advertisers make when launching ads is not seeking help, thus losing $$$. ———————————— 1. The WHY Of course, everybody can reach a great results on their campaigns, BUT It takes a lot of effort It takes a lot of capital It takes a lot of time/energy to do so. Even us at Novify Media do our due diligence when marketing in a new country, or getting a product launch in a new environment, as well as to new customer segments. ———————————— 2. The HOW Extremely simple. You can see every single ad ever posted in the Meta Ad Library. Go to; https://lnkd.in/ddkrbKdP and make sure you select “All” countries when searching, so you can search all regions in contrary to your own location. Make sure that you are searching for all ad categories, not to block out specific advertisers with your search. ———————————— 3. The Step-by-Step Now that you have your search parameters ready, this is what you have to do: ------ a) Seach for competitors in your product/service niche They need to be successful, so you can STEAL the great ideas, and not the bad ones. There are lots of methods to check their numbers, what I personally like is going to their website, and doing a deep-screen of their traffic via https://lnkd.in/d7u73r_4. You will see all the traffic information with detailed segmentation. From here, if its an eCom business, you can calculate their revenue based on: 1. Industry average CVR with adjustments based on their funnel (how CRO optimized it is) 2. Average AOV (check their medium product price, and adjust based on bundles, subscriptions, cross-, and upsells) If the business looks like it has great numbers, search for them in the Meta Ad Library - make sure you find their right Facebook page. ------ b) Check the ads IN DETAIL Figure out what their angle is with the ads. You will find all their active ads (the more the better - that gives you feedback on how good their testing is) in chronological order. 1. Try to identify patterns in their: - Ad Descriptions - Headlines - Content - Emotions Targeted Look for specific keywords they are using, and the manner in which they are presenting the problem, as well as their solution for the customers. 2. Identify top performing ads; Look at the engagement on the ad creatives, as well as search for ads that have been running for a long time: Singaling low ad fatigue. ------ c) Figure out WHO they are targeting Draw a customer segmentation map on miro.com. It is crucial to visualize all the different ad sets and their approach, so you can figure out who the message is intended for: - Demography - Psychography - Behaviour - Pain Points - Desired Solution Be on the lookout for post number 2...

Meta Ads updates 🚀 Ranked by my followers’ interest: --- 🔥 First conversion count is here! You can now edit the attribution settings to show differences in the conversion count. 'First conversion' counts only the initial measurable conversion that happened after someone clicked or viewed your ad, while 'All conversions' counts every measurable conversion that happened after someone clicked or viewed your ad. Read more > https://lnkd.in/eSeMva9F 🏷️ When available for your ad account, you may now showcase a specific discount on the CTA button of your Instagram ad itself. Offers can highlight specific discounts (percentage/cash discounts) or promo codes (optional). When you add offers to your ad, it could make people who see your ad more likely to shop. Read more > https://lnkd.in/eMzkCBtD 🖼️ You can now create up to 3 ad creative Groups within 1 single Flexible ad. The most interesting part of this new feature is that it allows you to add a different website URL for each ad group. This means that 1 ad can link up to 3 different website landing pages. Read more > https://lnkd.in/eRAzsHCg 📊 New 'Event Coverage' stats for Facebook Advertisers working with the Conversions API. This shows the total number of browser and server events sent to Meta. Read more > https://lnkd.in/eHNscz9Y 🔍 Meta updated the filter and search settings in Ads Manager. You can now quickly create, save and access views from the table. You can also choose to hide the search bar. Read more > https://lnkd.in/exhB3VnH ⛔ Starting July 15, 2024, Meta will be removing the ability to use exclusions in the 'detailed targeting' section of an ad set. Read more > https://lnkd.in/e5tvbN5K 🎞️ When available for your ad account, Meta now supports Overlay ads in Instagram Reels. This ad type will show a banner ad to Reels to reach people while they are watching Reels. 🧲 When working with the Leads campaign objective, the conversion location section now shows a 'Multiple' option that allows you to quickly setup your campaign to optimize performance across multiple locations like Website and Calls, where users are most likely to provide their contact information. 👋 Did you find this post valuable? Then Follow me > Bram Van der Hallen to see more of my content and hit the 🛎 to be the first to know. #facebookads #updates #paidsocial

Meta Ads are dead, long life to Meta Ads! But are they really gone? 😵 In recent years, Meta Ads, more commonly known as Facebook Ads, especially for boomers like me, has taken some hits in terms of efficiency, mainly due to the increasing limitations of available data. It is becoming increasingly difficult for small app developers to rely on Meta ads as an effective way of advertising their mobile apps. The competition is rising every day, and the story of Temu monopolizing the impression share is a prime example of how this has led to an increase in CPM. 📈 However, having managed a significant number of Meta Ads accounts, I have developed several rules that have helped me to optimize the efficiency of my Meta campaigns. Here are my 10 tips to make Meta Ads G̶r̶e̶a̶t̶ Efficient again: 1️⃣ Make sure to track results: preferably with an MMP. Otherwise, ensure that you have a properly implemented Facebook SDK, and pass all the in-app events for optimizing down the funnel. 2️⃣ Start with broad targeting to collect data and refine with interests, lookalike, and age targeting. 3️⃣ Focus on your target audience: target by gender, age, specific locations, etc. Why waste money on people who are not interested in your product? 4️⃣ Upload custom audiences and create Lookalike. You can combine them with Facebook SDK audiences to reach more potential users. 5️⃣ Use various ad formats such as banners, carousels, video animations, and UGC to convey different messages. Sometimes it's worth to use separate ad sets for different formats. 6️⃣ Tailor the creatives to the specific placement. It's crucial to understand that stories differ from reels and that the Facebook feed looks different than IG one. We still see so many banners that are cut out 😖 7️⃣ Analyze the performances of each platform. Sometimes IG works much differently than FB, so you can split the placements. 8️⃣ Monitor the Audience Network. Sometimes it can bring good results, for example with games. Most of the time, however, it's just a waste of money. 9️⃣ Keep frequency under control to avoid ad fatigue. There is not an exact number, but when you start seeing your CTR going down, it means it's time to upload new creatives. 🔟 Exclude existing users from acquisition campaigns. You can rather, retarget them with specific messages to increase retention and conversions. 🆓 Bonus tip: as a last step, give Advantage+ Ads a shot. Yes, I hate them because they limit control and personalization. But sometimes they work nicely. If you follow these steps, and take care of small details, I assure you can still get excellent results on Meta Ads. However, starting directly with the bonus tip may not lead to the same success. 😋 What tips have you found useful in your campaigns? I'm interested to hear about the strategies that made you achieve great results with Meta App Ads 🙏🏻 #MetaAds #FacebookAds #AdOptimization #OnlineAdvertising #MarketingTips #AppMarketing #UserAcquisition #MobileMarketing

I fully endorse the principle of Meta's new “less personalised” ads option. It appears to be a pragmatic route through the regulatory challenges Meta is facing, and should represent a big win for consumers. Here’s why... Using Facebook and Instagram is not free – we pay with our attention and most importantly our data. But Meta’s platforms have market power – leveraging a network of 4 billion people – meaning the “price” it has charged over the years has been above what we would expect to see in a competitive market. This high price has translated into excess profits for at least decade longer than was needed to provide a fair return on the original investment, or alternatively what would be needed to incentivise future innovation. The ‘take it or leave it’, and more recently ‘pay or ok’ models were never a real choice for users, because of Meta’s platforms’ global significance in peoples’ lives. Forcing Meta to offer users a free option with less data processing is not a privacy measure, it’s a competition intervention, and could even be described as a price control. There will be the privacy purists that say Meta’s “less personalised” model still doesn’t go far enough to be legal, because it still involves processing of personal data for targeting, and many will question whether consent is freely given in this context. However, in my view, purely contextual advertising on Facebook, with zero personalisation, simply wouldn’t work. Not for Meta, not for users, and not for advertisers. Billions of dollars in ad spend would be wasted, consumers would miss out on products that they would have gained value from, and people could start seeing totally irrelevant, offensive or harmful ads. I believe that as a bare minimum, for Facebook and Instagram to function effectively, they need to be able to draw on basic profile information such as age, sex, and location. If implemented in good faith by Meta, we would expect to see Meta earn less in ad revenue from the “less personalised” ads users than the users on the existing hyper personalised model. This will create some strong new incentives for Meta to encourage or even incentivise its users to opt in to the more personalised – and more lucrative – ads. If, as Meta argues, users prefer personalised and relevant ads, then this will be a walk in the park and no dark patterns will be needed. One note of caution. I say above that I endorse the principle of the change, because what truly matters is how it is implemented. For example, if Meta targets ads based on context, what will this mean in practice? If a user sees a particular piece of content, such as a DIY video or a political news article, then surely Meta can reverse engineer why they were shown that particular content by its own algorithm - perhaps not much less personalised after all? #meta #payorok #lesspersonalised #facebook #instagram