Meta首屆Performance Marketing Summit 2022年9月

我最近去咗Meta首屆Performance Marketing Summit，2022年9月。喺event page可以搵到好多on-demand videos，可以睇下。以下係我對呢個event嘅睇法。

1. Meta同Google sell緊一個非常相似嘅narrative

Meta sell佢哋Performance marketing solution嘅方式同Google remarkably相似。3個key pillars係machine learning（透過account simplification）、更好嘅creatives（特別係concepts同formats嘅diversity）、同business growth validation（透過用MMM嘅incrementality-based measurement）。

2. Meta team盡力tailor content畀呢個particular audience

大部分content係關於performance marketing，呢個好好。而且佢哋亦做得好好令資訊actionable。例如，「Performance 5」：

• Account simplification：呢個係畀machine最多data可能，允許佢real time大規模optimize。新campaign嘅頭1-2個星期係learning phase，所以喺呢個phase allocate最多20%嘅budget確保overall performance meet expectations。
• Creators for DR：Creator economy確實喺全球booming。所以同creators合作應該係performance marketing mix嘅一部分。
• Creative diversification：有更diverse嘅creative concepts同formats喺Meta上work。
  • Short-form video：越嚟越多人interact/consume short-form videos，short-form video可以喺performance marketing入面play咩role？
    • 你好大機會需要更advanced嘅measurement solution嚟evaluate short-form video activities嘅impact。
• Conversion API quality check：確保send返畀Meta嘅outcome signals質素好。
• Business result validation：每季test account-wide conversion API-based lift studies。

3. Business result validation（即incrementality）被heavily emphasized

呢種emphasis同CFOs特別夾，尤其喺呢個macro環境。基本上個問題係performance marketing spend對唔會otherwise發生嘅revenue嘅incremental impact。

Meta recommend透過marketing mix modeling (MMM)嘅incrementality-based measurement。

作為有real-life經驗design同implement incrementality measurement嘅人，我可以share雖然呢個建議簡單易講但real life好難execute。例如：

• 你嘗試為邊個solve呢個問題？

  • 如果你嘗試solve for global CFO，咁你care嘅係total marketing spend帶嚟嘅incremental。
  • 但如果你嘗試solve for regional performance marketing director，measurement plan就完全唔同。

• Incrementality-based goal：如果其他marketing activities唔係based on incrementality嚟judge，咁你點compare你嘅incrementality-based performance同其他嘅？Good looks like咩？

• 你點樣aggregate results由country level到regional level或global level？

• 等等⋯⋯

Meta同Deloitte一齊recommend一個Measurement 360 framework，你可以喺呢度睇更多。

4. 呢個係一個packed event

我要承認，呢個係我超過2年嚟第一個packed event。見到大家想去real life event同其他人interact好好 :)

Summit schedule都好好。佢哋冇喺sessions之間有短breaks但有長嘅lunchtime同早收工做happy hours。

5. Metaverse環節好似「被逼」嘅

最大嘅improvement area大概係summit最後嘅metaverse session。我知係Meta所以佢哋「一定要」講metaverse。但佢好似好「forced」。我唔覺得organizers想講metaverse (:D) 但佢哋要include因為「higher ups」。

我覺得呢個session嘅content唔interesting亦唔relevant亦唔新所以我tune out做咗啲其他嘢。唔知其他人有冇同感？

6. Reels被heavily promoted

雖然Reels喺event被heavily promoted，我覺得interesting嘅係Meta冇mention任何Instagram Reels usage stats（DAU同time spent）喺major markets。我哋知道Reels同Tiktok同其他short-form video platforms競爭。所以冇mention Reels usage嘅事實suggest俾我佢係lagging Tiktok。

Last but not least，Meta最近announce咗佢哋Q3 2022 earnings，而且喺earning call入面mention咗一啲specific numbers關於Reels：

• 「There are now more than 140 billion Reels plays across Facebook and Instagram each day. That's a 50% increase from six months ago. Reels is incremental to time spent on our apps. The trends look good here, and we believe that we're gaining time spent share on competitors like TikTok.」

我include咗我對Meta Q3 2022 financial results同未來revenue opportunities嘅睇法。

我嘅分享就到呢度。

你有冇去summit或者睇咗on-demand sessions？我好curious「Performance 5」framework同你而家run campaigns嘅方式fit唔fit。

祝好，

Chandler