How to know if you’re over-investing in a media channel
AI and a lack of transparency behind automated decision-making on media buys is wasting brand budget. While they reduce the barrier to entry for some, money is often spent on appealing to current customers, instead of the difficult job of acquiring new ones.
Taylor Fielding, CEO of TFM Digital, explains.
Technology should always be viewed as a tool, and not a strategy in and of itself. Right now, those media buyers using Meta’s Creative Advantage+ or Google’s Performance Max (Pmax) are taking the path of least resistance and limiting their growth potential.
Growth for a brand comes from the hard stuff and if it’s your priority, Pmax and Meta Advantage+ are not for you.
Pmax campaigns can look like they’re delivering value on conversion and business outcomes, but we’ve had a number of clients complain that they don’t see any incremental lift in sales, despite investing more in AI-driven campaigns. Which can often lead to an over-investment across these platforms.
Nice article.