Unlocking Meta’s Advantage+ : Surprising insights on who responds to AI-automated ads

by Colin Murphy, Jamie Peterson, & Ellie Korth

October 24, 2024

Key Takeaways:

Human creativity and expertise remain valuable.
AI-modified ads resonate with younger generations.
Different strategies are needed for different audiences.

Earlier this year, Meta introduced its’ Advantage+ creative feature. Meta describes it as a feature that can help organizations reach people with the right ad at the right time. According to Meta’s Business Help Center, “Different ad variations are automatically created based on creative inputs, ad setup, and placement selections. Meta then makes adjustments to increase the quality and appeal of the image or video provided. Creative enhancements may include modifying brightness or contrast as well varying the aspect ratios or applying artistic filters.”

Well, we wanted to see what would happen when we ran our own test campaign using the Advantage+ creative features. The objective of the test was to determine the impact of Advantage+ optimizations on Cost-per-Click (CPC), as well as to identify which creative – human-created or Advantage+ optimized, would better engage our audience.

We developed two static ads, and a video for creative assets, and used the following approach: We ran a Meta A/B test with two different ad sets, and kept all other settings like audience, budget, and placements, etc. identical between the ad sets.

Ad Set 1; Advantage+ optimizations were disabled (human-created control group)
Ad Set 2: Advantage+ optimizations were enabled (test group)

Advantage+ Examples

In the ads below, Advantage+ uses features like the Overlay and Varying Aspect Ratio to highlight various parts of the ad and adjust focal points. However, these adjustments can lead to issues such as loss of context, distorted images, and repetitive headlines. See how Advantage+ rendered new ads here.

What we found

We were surprised by some of our findings. Initially it appeared that our human-designed control ads generally outperformed the AI-powered Advantage+ ads.

11% higher click-through rate (CTR)
12% lower cost per link click (CPLC)
22% lower cost per thousand impressions (CPM)

But when we dug into the data and looked at performance by age we saw a very different story emerge.

Younger adults (25-34) were more likely to respond to the Advantage+ ads
- 58% higher click-thru rate CTR
- 25% lower CPLC with Adults 25-34
Among all Adults 35+, the control ads produced a lower CPLC, and a 25% higher CTR among Adults 35-64. This indicates a preference for more traditional, polished advertising messages among older audiences.

If you’re curious about how new developments and platform changes affect your marketing strategies, we’re here to help. Complete this form today to connect with our experts.

Resources to Guide Your Marketing Strategies and Impact Your Business

by Colin Murphy

August 7, 2024

Your organization relies on you to put in place marketing strategies that prioritize spend and make a measurable impact on your business. So, where do YOU go when you need reliable insights to make good decisions, and then explain those decisions to the CFO?

The KOSE team is here to assist. We put together a list of resources from global experts and industry veterans that will help you explain trends and tie your digital strategy to your overall business goals.

How Attitudes & Behavior are Influenced by Economic Pressure

The squeeze on consumers and their budgets and spending habits has been going on for some time now. Their attitudes and behaviors tell us a lot. These behaviors include lower priced alternatives, delaying purchases, and making due with what they have.

An Update on US Consumer Sentiment: Are Consumers on the Cusp of a Shift?

CMO Marketing Budget & Strategy Survey 2024

CMOs and their organizations are having to make hard choices about budgets, and need to choose their investments wisely. This report will help you make strategic decisions about your marketing budget, and how you prioritize investment.

CMO Spend Survey / Data Snapshots

Real-Life Examples for Digital Marketing and AI

AI and Machine Learning models have long been a norm in digital marketing, as algorithms optimize ad delivery based upon prior conversion data, audiences, message, location, etc. This guide examines examples and use cases for Generative AI. And, it include information on how it drives marketing decisions and expedites and expands content creation.

The Ultimate Guide to AI Marketing in 2024

Mary Meeker “The Queen of the Internet” Weighs In on AI

While primarily focused on AI’s impact on higher education, Meeker’s first published deck in five years also explores AI’s burgeoning influence and implications for businesses and marketers across various industries.

AI & Universities

Nine Consumer Trends & Shifts To Move Your Marketing from “Now” to “Next”

With the consumer landscape and their values shifting like never before, here are nine trends to be aware of and to consider incorporating in future initiatives. .

State of the Cosumer 2024: What’s Now and What’s Next

The State of Demand Generation In 2024

With a majority of B2B organizations planning to increase investment in Account Based and Content Marketing in 2024, learn how having a deep understanding of your consumer, and how incorporating personalization and emotion in your campaigns can improve results.

What’s Working In Demand Generation In 2024

Social Media Trends Report 2024

Learn how B2C and B2B audiences are engaging on social media platforms and what this means for brand activation strategies.

Global Social Media Trends Report

Full-Funnel Marketing: Measuring Impact Across Evolving Customer Journeys

Discover ways to maximize advertising ROI with personalization and measurable channels like CTV, and how to measure and optimize campaigns for better results.

Full-Funnel Outcomes: How to Measure Impact Across the Changing Customer Journey

Neilsen’s 2024 Annual Marketing Report

Learn trends of top global marketers who are aligning their goals and KPIs, to better balance their marketing budgets, and to maximize ROI.

2024 Annual Marketing Report: Maximizing ROI in a Fragmented World

If you’re looking for marketing strategies that can really impact your business, our media experts are here to help. Complete this form today to connect with our experts.