Every year I've been in DTC people shout it's the worst year. I came to this industry when iOS14 hit and have never seen anyone happy. At this point I don't even know if it's Meta or just the industry complaining. All jokes aside, isn't this to be expected as more and more businesses congest the pipes? The Meta ads product looks like a legacy 2010 product that has been updated many times causing bugs. Add in new AI models, algo changes, learning etc. Next the immense creative volume that is also added every day... I mean how does one expect CACs to go down? The full funnel marketing approach you preached seems like the way to go for all brands. Having an alternative strategy to meta to acquire too.
Q1 this year, Meta saw a 33% increase in ad revenue whereas DAU only grew 4%. So investment growth from advertisers is outpacing user growth, and actually comparatively our CPA increase year over year is way less than that. So that's the broader 'market backdrop'.
I'm not much of a Meta cynic. I think in general it's a combination of – as you say, marketplace dynamics, and reflections on macroeconomics, rather than something else. But a large part is that within those shifting changes, lots are struggling to keep up.
Every year I've been in DTC people shout it's the worst year. I came to this industry when iOS14 hit and have never seen anyone happy. At this point I don't even know if it's Meta or just the industry complaining. All jokes aside, isn't this to be expected as more and more businesses congest the pipes? The Meta ads product looks like a legacy 2010 product that has been updated many times causing bugs. Add in new AI models, algo changes, learning etc. Next the immense creative volume that is also added every day... I mean how does one expect CACs to go down? The full funnel marketing approach you preached seems like the way to go for all brands. Having an alternative strategy to meta to acquire too.
Updated the post to reflect this too with shoutout
cool!
Q1 this year, Meta saw a 33% increase in ad revenue whereas DAU only grew 4%. So investment growth from advertisers is outpacing user growth, and actually comparatively our CPA increase year over year is way less than that. So that's the broader 'market backdrop'.
I'm not much of a Meta cynic. I think in general it's a combination of – as you say, marketplace dynamics, and reflections on macroeconomics, rather than something else. But a large part is that within those shifting changes, lots are struggling to keep up.