【Flashtalking】2024策略指南：彌合付費(fèi)社交媒體廣告中創(chuàng)意與媒體之間的差距2719mb

BridgingtheCreative-MediaGapinPaidSocial

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Intheconstantlyevolvingdigitallandscape,paidsocialadvertisinghasemergedasapowerhouse,enablingadvertiserstoconnectwiththeirtargetaudienceonan

intimate,yetglobalscale.

Amidtheseaofsocialadsfightingforconsumerattention,

thereisacriticalwinningfactor:Creative.

Whilecreativeisatthecore,paidsocialperformancerelies

onalsowinningtherightconsumers’attention:Media.

Theintegrationofcreativeandmediaalong

theentireprocessisthekeytofuturesuccess.

Flashtalking’sSocialsolutionsbridgethecreative-mediagaptogiveadvertisersthetoolstheyneedtosimplifyworkflowwhileamplifyingperformanceateverystageoftheprocess.

Creativedrivesperformance

Paidsocialinvestmentcontinuestogrowwiththelargestyear-over-yeargrowthinsocialvideo.

Theimportanceofcreativetofuelmediaperformanceisgreaterthanever.

2024AdvertisingSpend

+21%

GrowthYOY

30%

Digitalshare

Influenceoncampaignperformance

30%

mediaplacement

70%

creative

Source:eMarketer,2024 Source:GoogleMediaLab,2024

Contributiontosalesliftfromadvertising

Source:Nielsen,2023

Powerfulcreativecandrivecostsdown,increasebrandequity,andevenhelpmitigatetheimpendingimpactofsignalloss.

Thesocialplatformsthemselvesaremakingshiftstoprioritizecreative—fromnewinnovativeformatstoproductreleasesthatworkbetterwithmorecreativelikeMeta’sAdvantage+.Theadsalgorithmincreasinglyfavorsrelevantcreativeandneedsmoreofit.

Advertisingvariablewiththehighestpotentialtodrivebrandgrowthandbusinessoutcomesinthefuture

65%

19%Bidding

Creative

16%

Audience

Source:TechValidate,2023

56%

ofallauctionoutcomesaredrivenbycreative.AIistheendoftraditionaltargeting;

Creativeisthenewtargeting.

-MetaPerformanceMarketingSummit,2024

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Socialadvertisersfacecreativechallenges

2–4

weeks

acreativerefreshisrequiredroutinelytoavoidfatigue

60%

video

ofallsocialplacementsarevideoformat

7+

social

networks

multipleplatformsusedbytheaverageconsumereverymonth

Sources:MetaPerformanceSummit,2024;eMarketer,2024

Socialdemandsscale +

lotsofvideo +

activationacrossmoreplacementsthanever.

Marketersmustcreateandactivateadsacrossmoreplacementsandplatformsthanever.

Socialvideoisanincreasinglypopularmeansofachievingresults,andmarketersneedtoexploreinnovativewaystoproducecost-effectivesocialvideosfromafreshperspective.

Deliveringtherightcreativeattherighttimehasalwaysbeentheheartandsoulofaneffectivesocialstrategy;today,itcanmakeorbreakabrand’ssuccess.

on

AsAIcontinuestodevelopandfindtherightuserbasedmodeledpredictions,creativehasbecomethemost

powerfulnewformoftargeting.

Therearefivekeycreativeperformancedriverstomakeiteasierforbrandstowin.

Scalecreativeassets

Differentiatemessage

Connectwiththerightaudience

Maintainasteadystreamoffreshcontent

Improveintelligently

Differentiate

Firstimpressionsmatter,andintherealmofsocialmediaadvertising,they'reoftenmadeintheblinkofaneye.Marketersmuststandoutinthefeedandgenerateuniquecreativeelementsforeachaudience.Videoplaysasignificantroleintoday’sdifferentiationgame,andbrandsarebeginningto

shifthowtheyapproachvideoproductionforsocial.

Brandswithanarrayofproductsinmarketmustfindawaytomaketheirmessagesgrabconsumerattention

45%

Higherconversionrate

withFlashtalkingSocial

userid:549683,docid:171845,date:2024-08-20,

Brandedbackgrounds

Dynamicmessaging

Offermessagingwithcustomdesign

Countdownmessaging

15%

ImprovementinROAS

withFlashtalkingSocial

Customtargetedoffer Layered,customborder

sizesandcolors

Customdescriptionwithbrandfont/colors

Productcategorybackgrounds

Turnthis intothis

Takeaboringproductimage,forexample,andmakeitshinewithincreasedcreativeeffectivenessbyaddingdynamicpricepoints,customdescriptions,real-timeevents,andotherbrandedelements.Addtimelyoffersandfun,category-specificborderstocutthroughthenoiseevenfurther.EnhancedcatalogcreativeprovestooutperformregularproductimagesbyincreasingconversionratesandROI.

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Dynamiccustombrandedcontent

Pricing&availability

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Turnthis...

Differentiatingthroughenhancedfeed-drivenassets

Turnthis...

Basicproductshot

...intothis

...intothis

Customcopy

Brand-centricbackground

Stylizedfeed-drivenproductimage

Brandlogoinimage

Custombrandedimagery

Productdetailspulledfromcatalog

Customproductlabels

Brandlogoinimage

Findactionableinsightsinreal-timewiththeFlashtalkingCreativeInsightsDashboard.

EuropeLovers Familytravel Youngfamily Worldtraveler Recentgrad NatureseekerAdventureseeker Warmweather Discountshopper SiteVisitor

Pool

AIhasbecomeacriticalelementofanycreativetoolwithintheindustry.LeveragingAIforfeedsautomatestheremovalofimagebackgroundandusesgenerativeAItocreatebackgroundsandshadows.

Advertisersareoftenforcedtoeitherdesignadsonwhitebackgroundsorplaceallimagesintoframes,bothofwhicharelimiting.Theabilitytohavetransparentbackgroundsonimagesandautomatenewbackgroundsgivescreativeflexibilityforteamstoautomatetheprocessofbuildingimpactfuladsthatperform.

Scale

Everwaitedfivedaysforcreativethatrunsforthree?Oneofthebiggestchallengesoutthereforsocialteamsisscale—assetsthatscalequicklyanddonotcutintovaluableworkingdollars.Ifamarketerwantstotestanewadtype,audience,orevenanewplatform,thisoftenentailsrequestingbrandnewassetsandproductioncoststogoalongwithit.Thisleadstheteamtocontinuerunningcreativethathasfatiguedwhileperformancecontinuestodip.

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Defaultadcomponents

primarytext

Compositeimageorvalue

Product

Image/video

Copyoverlay

Displaylink

Image

Copyoverlay

Copyoverlay

Headline

AtFlashtalking,webelieveintheconceptof“workingcreative”andbuildtoolsthathelpteamstoeasilyscaleassets,including

imageandvideo,thatworkacrosschannels,platforms,audiences,andplacements.

On-the-gomom

Activemom

$100K+

ProductionsavingswithFlashtalkingSocial

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Reducecampaignlaunchtime

from2weeks

to2hours

Byleveragingscalablecreativeautomationtools,creativeandmediateamscaneasilyworktogethertogettomarketquickerwithmorerelevantads.

Family

Outdoors

WellnessEnthusiasts

MorningWarriors

LeverageAIthroughouttheprocess

UsingAItoautomaticallytagproducts,colors,positioning,andevenemotionalexpressionsenhancesthefoundationformoredetailedandactionablecreativeinsights.

Person:Female

Copy:All-daycoverage

Backgroundcolor:Skyblue

Product:Foundation

UseAItoresizeandreformatbasedonspecsandnativerequirements.

Saveproductiontime

Connect

Consumersturntosocialmediatofeelconnected—torelatewithothersandfeelunderstoodinreturn.Marketersmustnotonlydifferentiateandscalecontent,buttheymustalsoensuretoconnectwiththetargetaudience;anddeliver

thatresonatingmessageatthemostoptimalmoment.Flashtalking’screativeautomationandrules-basedleversprovidearobusttoolsetforsocialmarketerstotellstoriesthatconnectandconvert.

Customcatalogueimage

Liveoddspulled

fromdatafeed

Ignitepassionfortheavidsportsfanbyshowingtheirfavoriteteamandplayersandincorporatingreal-timetvschedulesusingourfeedsautomation.

Raining

Afternoon

3x

PerformanceliftwithFlashtalkingSocial

Connectdirectlywithaudiencesbycraftingweather-specificmessagingandautomatingitsdeliveryintargetedlocationsaccordingtothedailyforecast.Ratherthanjusthighlightingproductfeatures,thisapproachfostersanemotionalconnectionwithconsumers,whichhasbeenshowntosignificantlyboostReturnonAdvertisingSpend(ROAS).

Morning

Sunny

Instillurgencyandexclusivitythroughcountdownmessaging.Flashtalking’screativeautomationmakesiteasytoupdateandtrafficadsdailyacrossplatformswithoutanymanuallift.

Maintain

Withdatashowingthatcreativefatiguecanslashperformancemetricsby50%afterjustfourexposures,it’sclearthatupdatingcreativeroutinelyisn’tjustbeneficial—it’sessential.Marketersmustensuretheircreativenotonlystandsoutbutalsoscaleseffectively,connectswithaudiences,andisrapidlyupdated

anddeployed.Thisrelentlesscycleofcreationanddistributioncanberesource-intensiveandcostly.

Flashtalkingaddressesthesechallengeshead-onwithCATScreativeautomationandtraffickingsolution.

Thistoolempowersmarketerstoefficientlycreateandmanagecampaignsandadsetsatscale.Withfeaturesthatallowforthepreviewing,approval,andlivetraffickingofads,allwithinasingleautomatedworkflow,Flashtalkingtransformscomplexprocessesintostreamlinedoperations,significantlyreducingcostsandeasingthedemandonresources.

Thecross-publishersolutionprovidesawaytokeepcreativefreshandcampaignsperforming.Marketersusingourtoolstomaintainandelevatetheiradsinthemarkethaveseensignificantresults—bothinworkflowefficienciesandperformanceacceleration.

Hypermode

360

Annualhourssaved

withFlashtalkingSocial

Improve

Morecreativeisgreat—bettercreativewins.Amarketercan’tsimplyjustmaintainthatstreamofcontent;itmustbebetterthanthelast.Yet,identifyinghigh-performingcreativevariablesandthe‘why’behindtheboostcanbechallenging.Mediateamsneedtobeabletoquicklyunderstandwhichaudiencesarerespondingtocertaincreativecomponents

Flashtalking’sAI-poweredcreativeintelligenceandreportingdojustthat—providethefoundationandfueltosystematicallytestmorecreativeconcepts,gainmoremeaningfulinsightthroughcreativelabelperformance,andquicklyiterateonthebest-performingelements.

Creativelabelsprovidethatextralayerofinsight.Better-performingadswinintheauctionandnativealgorithmsfavorthem,butdoweknowthe‘why’thatwilldrivethenext,bettercreative?

Unlockthe‘why’throughcreativeinsights

“openroad”

LEGEND

PositivecorrelationNegativecorrelationAudiencesize

“explore”

ClosetheperformancefeedbackloopthroughFlashtalking’scentralizedreportingtools—makingiteasierandquickertogetcross-publisherperformancedataanddeliverthosedeepercreative-levelinsightsimmediatelytothehandsofcreativeminds.

Understandingtherelationshipbetweencreativeelementsandperformanceunlocksthehighestpossibleimpactoncreativeresults.

Theimportanceofcreativecontentinpaidsocialmediaadvertising

cannotbeoverstated.Itisn’tjustthebridgebetweenbrandandaudience;itisthepowersourceignitingsocialperformance.

ByleveragingFlashtalking’ssocialsolutions,marketersarenotjustcreatingads—they’recraftingascalablecreativeprocessthatleavesalastingimpactontheiraudience,pavingthewayforlong-term

successinthedynamicworldofsocial.

UnleashthepowerofcreativewithFlashtalkinganddifferentiatemessaging,scalecreativeassets,connectwiththerightaudience,

maintainasteadystreamof