Holiday Planning

If You Are Not Testing Advantage+ Shopping (ASC), You Are Missing Out!

With consumer hesitations to buy and rising media costs, brands must maximize every dollar in their media mix to win this holiday season. If you are not testing Meta Advantage+ Shopping Campaigns before holiday, you are missing out!

 

What are Advantage+ Shopping Campaigns?

Advantage+ Shopping Campaigns (ASC) are a new Meta tactic, leveraging comprehensive machine learning to drive higher incremental returns for ecommerce and retail DTC brands. It is part of a rebranded suite of automated advertising tools, Advantage+, which automates either campaign creation entirely or one of the 5 steps for manual Ads Manager campaign creation (audience, budget/bidding, destination, placements, and creative) to ultimately connect interested shoppers to relevant ads and efficiently deliver the right ad to the right person. 

Instead of marketers creating multiple campaigns (several for dynamic tactics and others for non-dynamic tactics) with different segmentation, ASC can effectively do this in one campaign. ASC automates up to 150 creatives at once, saving advertisers more time, which will enable them to think strategically about their business.¹ While segmentation opportunities are limited beyond new vs. existing customers, the effectiveness we’ve seen so far suggests this tactic to be a strong addition to marketer’s media mixes.

ASC is available only for the Sales objectives. See the full list below of what factors are supported or unsupported by ASC. Refer to Meta support portal for more information.


Note- ASC is available to all verticals except Auto, 10% of eCommerce and Retail advertisers are currently ineligible.

 

Why We Are Loving It?

Compared to business-as-usual (BAU) media mix, we are seeing ASC drive up to a 25% increase in attributed return and a 101% increase in incremental return² in the Meta platform. This is made possible by increases in more efficient delivery and engagement which translates to more efficient conversions. Here are some of the key differentiators of ASC:

  • 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 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.
  • Incremental Impact: It is proving to drive higher incremental impact for brands when leveraged within a Paid Social mix!

What’s A Marketer To Do?

Don’t miss out! If you are eligible for ASC, you should be testing ahead of the holiday season as a part of your Paid Social mix. The right testing methodology is critical to setting up, analyzing, and optimizing 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. 


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.

More Holiday Planning

Holiday Planning

Holiday 2023 Marketing Strategies by Consumer Type

Different messaging resonates with different audiences. Learn our experts’ tips and tricks for targeting different types of consumers this... Read More »


Ovative

Insights Team

Holiday Planning

3 Holiday 2023 Profit Pressures to Prepare For

Learn about 3 major profit pressures affecting retailers this holiday season—and how you can leverage effective marketing strategies to... Read More »


Ovative

Insights Team

Holiday Planning

Prepping Your Paid Social Program for Holiday

This Holiday is all about proactive preparation and building a paid social program that cuts through the noise.... Read More »


Senior Analyst, Paid Social

accent bar