Creative decides more than half of Meta auction outcomes
StatBrand Strategy
Meta reported at its 2023 Performance Marketing Summit that 56% of auction outcomes are driven by the creative asset itself. With interest targeting being retired, the creative is what decides who sees the ad and whether it wins the auction.
Source
Tracksuit webinar "Brandformance Formula" with MagicBrief and Eucalyptus (2025)
Mikayla Hopkins (Tracksuit), George Howes (MagicBrief), Carly Griffin (Eucalyptus)
deck p27; 00:24:21 George Howes citing Meta Performance Marketing Summit 2023
Go to the originalMore from this source
StatThe strongest brands returned more than twice the S&P 500 over 2007-2019Stat42% of finance leaders cannot measure the long-term impact of brandPrincipleBrand creates value through cheaper acquisition, more value per customer, and a moatPrincipleHarvest the 5-15% in market today and create future demand among the other 85-95%StatNike lost six points of consideration and preference in six months of performance-heavy spendingStatBrands with 60% awareness convert at 2.86x the rate of brands with 20% awarenessCaseLoop Earplugs doubled orders in a quarter by tripling creative testing volumeStatDigital performance channels take 73% of global ad spendStatFour in ten Gen Z, Millennial and Gen X consumers discover new products on social mediaCaseHexClad graduated a winning Meta insight into a Super Bowl ad, then cut it back into performanceCaseA $2,000 billboard bought for the photo, not the footfallPrinciplePerformance advertising is storytelling at scale, not the absence of storytelling
We wrote about this