Speed of testing new ads is now the main advantage in Meta advertising. A competitor rotating creatives five times faster finds winners sooner and spends more. Meta's Andromeda update now rewards visually distinct ads, while AI-generated personalized creatives are becoming cheap enough to make this the next frontier.
If you have a competitor that just rotates creatives 5 times faster than you, you have no chance of keeping up because they might just find that winning creative much faster so they can put more spend. And scale kind of came down to that. And then the third factor, just to mention, is even the platforms then started adopting their algorithm. So you have the Andromeda update from Meta Ads, for example. And so they also started thinking about, okay, this is all going. So they realized people are now able to ship so many more creatives. So we have to make sure they're visually different, they're unique. We don't wanna see people pumping out one ad with 3 20 different copy. That's kind of dynamic in which we are. Now, it will only accelerate from here. We are gonna be in the world possibility that you see an ad that's just built for you. Like literally, it would be 100% targeted to what you like and how you would see the product and what we talking to you because you can hyper-personalize the messaging and the creative with possible now with AI. Also, of course, the cost going down for producing an AI image on a constant basis. More than ever, it just comes down to understanding that back in the days, you would kind of worry a lot about like, I need to build my product, have all the teams and engineering agency building everything for me. Now you can do more yourself. It's the time where you think about what system do I need to scale my distribution? And that is ideas, concepts, research, the loop, and AI being able to help in a lot of areas. That's how I've seen the evolution of what's happened the course of the last 1.5 years.
