Released: 4th March 2024

Overview

Ads Trends, Landscape and Opportunities

• Digital ad spend
  – Search vs social
  – Search and social convergence
  – Retail media and social media crossover
  – Rise of online video
• Social ads investment
  – Facebook
  – Instagram
  – LinkedIn
  – TikTok
  – YouTube
• Key 2024 social ads trends
  – AI and ads automation
  – Data integration
  – Walled gardens
  – Messaging

Social Ad Reporting, Evaluation & Campaign Optimisation

• Social media advertising strategy
  – Brand awareness versus direct response
  – Which platforms are popular for each
  – Social engagement issues for advertisers
• Measuring brand awareness
  – Why reach campaigns are back in fashion
  – Attention metrics and rich audience insights
  – Brand lift studies
• Direct response ads
  – Social media pixel tracking
  – Conversion APIs
  – Reporting on conversion data
• Business to business ad measurement
  – Why leads are seldom enough
  – Playing the long game

Ad Strategy, Planning and Targeting

• Advertising strategy
  – Shifting focus areas and priorities
  – Balancing long and short-term thinking
  – Taking a holistic approach
  – Creative diversification
  – Boosting versus ads
• Evolving social ads strategies
  – Ad objectives
  – Performance optimisation
  – Messaging
  – Influencer marketing
• Social Ad targeting
  – Website retargeting
  – Engagement retargeting
  – Automated ad retargeting

Ad Creative And Campaign Optimisation

• Why creative trumps everything else
  – Social ads research
• Common social ad for maths and best practices
  – Image Ads
  – Video Ads: video storyboarding, templating, AI and tools
  – Carousels
  – More niche formats
• Ads strategy optimisation and experimentation
  – Objectives
  – Conversion locations and events
  – Ads learning phase
  – Experiments