Holiday Planning

Meta Advantage+ Shopping Campaigns are Worth the Test

Ovative clients invested over a third of performance spend on Meta’s Advantage+ Shopping (ASC) during Cyber 5 with performance exceeding expectations. ASC campaigns had lower CPMs, CPCs, and increased return.

Heading into Cyber 5, consumers felt the impact of high prices on their purchase behaviors. To maximize performance during a tough sales season, Ovative tested Meta’s Advantage+ Shopping (ASC) and initial testing drove up to a 25% increase in attributed return and a 101% increase in incremental return¹ for clients. Now that Cyber 5 is finished, we examined if ASC lived up to expectations. Read this article to see how ASC performed during the most important retail holidays of the year.

 

So, How Did ASC Perform?

Eligible Ovative clients invested 38% of their total performance spend in ASC this Cyber 5. Those ASC investments drove more efficient spending and higher attributed for brands compared to business as usual (BAU)2:

We recommend eligible brands adopt ASC as a tactic within their performance mix as it continues to prove to be an efficient and high-performing investment.

 

Why We Are Still Loving It?

  • Impact: It is proving to drive higher attributed impact for brands when leveraged within your performance Paid Social.
  • Ad Personalization: It can identify what sequence of ad types (video, static, dynamic) are most effective for individual users, elevating the personalization of the investment​.
  • Consolidation: All of this is within one campaign, therefore consolidating all the data to elevate audience liquidity and fuel ad serving with more data.
  • Auto-Targeting: The tactic leverages new machine learning, including features like auto-targeting, which automatically creates and ranks targeting segments based on user behavior

 

What’s A Marketer To Do?

While the holiday season is ending, the spending season isn’t! After Christmas is a great time to continue marketing spend as consumers will continue to shop and historically CPMs drop during this time. This trend paired with an anticipated lower CPM for ASC’s in January makes it an efficient tool for optimizing shopping campaigns.

The right testing methodology is critical to setting up, analyzing, and optimizing the performance of these campaigns. Want to know more about how we are testing ASC or talk to one of our experts.

Fill out the contact us form below:

Let’s Work Together To Optimize Your Marketing

Ovative Group is a digital-first media and measurement firm. We bring together the best of media, measurement, and consulting to enable an enterprise approach to marketing that increases our clients’ profitable revenue, strengthens their customer base, and creates sustainable competitive advantage. Connect with us to learn more. 

Sources:
1) Ovative ASC Preliminary Test Results, 2022
2) Ovative ASC Cyber 5 Test Results, 2022


Lillian Smith

Senior Analyst, Paid Social

About the Author

Lillian is a Senior Analyst on the Paid Social team at Ovative.

Dale Nitschke

Dale Nitschke

CEO & Founder

About the Author

Dale is the Founder and CEO of Ovative. After years of operating a large omni-channel business and leading a customer data initiative, Dale knew there was an opportunity to create a marketing firm that helped clients become more customer centric and drove better performance outcomes. A gap existed between business consultancies and advertising agencies that modern marketing approaches demand. He also believed that a strong, healthy culture could attract and develop smart, talented team members. In 2009, he formed Ovative to bring media, measurement, and consulting together under one roof to enable an enterprise approach that drives more revenue and grows clients’ customer base.

Prior to founding Ovative in 2009, Dale spent 23 years at Target Corporation where he served as President of Target.com and grew the ecommerce business from start-up stage to a $1 billion+ business and established the foundation of Target’s Guest database capabilities. Previously he served as SVP Merchandising at the Department Store Division of Dayton Hudson. Dale has advised retailers and brands globally on business, growth, marketing, and measurement transformation strategies.

Outside of Ovative, Dale is a leader on topics including business strategy, change management, and team leadership. He serves on the board of Allergy Amulet and on the Dean’s Advisory Board of the Wisconsin School of Business at UW-Madison.  He enjoys spending time with his family, up north in northern Wisconsin, playing golf, and cheering on Wisconsin sport teams.

Seth Brand

Senior Manager, Consulting

About the Author

Seth is a Senior Manager on the Consulting team at Ovative.

Amanda McCann

Senior Manager, Consulting

About the Author

Amanda is a Senior Manager on the Consulting team at Ovative, specializing in Retail Media Networks.

Jenny Reinke

Senior Analyst, Measurement Solutions

About the Author

Jenny is a Senior Analyst on the Measurement Solutions team at Ovative.

Annie Zipfel

Executive Vice President, Media

About the Author

Annie is the Executive Vice President of Media at Ovative. She oversees delivery and growth across paid and owned media (digital, traditional, and retail media) and creative services.

Annie has more than 30 years of experience in media, brand management, insights/analytics, marketing, and product. She has also developed large, high-performing teams and built new measurement capabilities. Annie led the marketing team at Andersen Windows & Doors, leading the digital, social, content, customer insights, and creative functions. Prior to that, Annie served in multiple marketing leadership roles at Starbucks, REI, Target, and General Mills, with a keen focus on brand, media, insights, analytics, and measurement.

Annie is an industry leader in brand management, customer insights, e-commerce, social media, and analytics. She enjoys hiking, traveling, cooking, fishing, and spending time with her sweet dog and two sons.

Bonnie Gross

Executive Vice President, Talent Services

About the Author

Bonnie is the Executive Vice President of Talent Services at Ovative. She is responsible for attracting and retaining top talent and creating a culture in which our team thrives personally and professionally. Under Bonnie’s leadership, Ovative has defined an industry leading leadership and development program and transformed our approach to talent recruitment with a focus on diversity, equality and inclusion. Prior to her current role, Bonnie led Ovative’s Client and Business Development team overseeing client satisfaction and new growth opportunities.

Before joining Ovative in 2014, Bonnie spent 13 years at Target Corporate as the VP of digital and Digital Marketing where she led the launch of Cartwheel, an industry-leading social shopping application. Bonnie was the VP of Marketing for Fingerhut for 15 years prior to joining Target.

Leander Cohen

Analyst, Consulting

About the Author

Leander Cohen is an Analyst on the Consulting team at Ovative.

Will Silva

Analyst, Measurement Solutions

About the Author

Will is an Analyst on the Measurement Solutions team at Ovative.

Sarah Chang

Sarah Chang

Analyst, Consulting

About the Author

Sarah Chang is an Analyst on the Consulting team at Ovative.

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