Meta's Strategic Pivot: Embracing Flexibility and AI Tools to Revitalize Ad Sales
2 min read Meta shifts gears after ad sales decline, offering 25% discounts on Reels ad products & focusing on AI-driven tools. April 18, 2023 14:49
Meta Platforms, following a decline in ad sales, has shifted gears from its once-bold demeanor towards advertisers, now adopting a more flexible approach. Instead of pushing for a 20% or more increase in ad spending, Meta is content with maintaining the previous year's spending levels. To entice advertisers to experiment with its Reels ad products, the company is offering discounts of up to 25%. In lieu of promoting the metaverse, Meta's salespeople are now focusing on pitching the company's AI-driven ad delivery and measurement tools.
Despite facing competition from ByteDance's TikTok, Meta is working to improve its performance in the ad market. The company has also undergone internal changes, such as layoffs in the ad sales department and the departure of its Chief Business Officer, Marne Levine. Meta's Global Business Group, led by Nicola Mendelsohn, is concentrating on familiarizing advertisers with Reels and Meta's AI tools. However, Meta's Advantage+ program has encountered some resistance from big advertisers, as it demands more control over ad placements.
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