A huge change is taking place in our industry right now: the advancement of AI is allowing advertisers to get closer to real-time matching on social platforms.
Meta made this explicit with the release of Andromeda, its advanced AI system for ad recommendations, whilst TikTok has also made significant advancements to its algorithm to improve matching.
What does this mean? Platform algorithms are shifting from one-to-many towards one-to-one advertising that is highly adaptive and hyper-personalised.
This in turn means that advertisers who want to get ahead need to provide these evolved algorithms with enough volume and diversity of creative – orders of magnitude more than the majority of advertisers are producing today.
Producing this level of creative manually is extremely costly and time-consuming.
Whilst there are some AI solutions that can enable a higher volume of content, these are generally low-cost point solutions which miss vital context required to produce quality ads, such as historic performance data, brand guidelines and more.
Crucially, they are not designed to work alongside existing advertiser workflows which serious brands have in place.
To thrive in this new world, brands need both volume and control.
We are convinced that this is where digital marketing is going.
To prove this, we have been testing the hypothesis that a significant increase in creative volume and diversity has an outsized impact on campaign metric. Across multiple aggregated tests, the cells delivered 19% higher revenue than BAU, with ROAS up to 38% higher.
We are continuing to expand this solution across our client base, as we firmly believe it will lead to significant performance improvements as we head towards peak and beyond.
To equip our clients for this major shift, we have developed new features for our proprietary tech, Hummingbird, which can generate unlimited assets in a cost-effective and brand-safe way without ceding any of the creative control that they want and need.
This is going to change the fundamentals of how brands win on paid social.
