Meta is currently testing two new types of ads that have the potential to benefit retailers by providing better results and converting new customers.
Managed Partner Ads Lite
This new functionality offers a form of ad personalization for retailers, allowing them to leverage their own CRM data in conjunction with retail media networks to improve ad targeting.
This approach can be particularly beneficial for retailers looking to reach a more relevant audience and thereby increase their conversion rates.
While primarily aimed at large brands in the retail sector, this new feature could be a valuable tool to improve ad targeting in a post-iOS 14 landscape.
Local Inventory Ads
Local Inventory Ads allow advertisers to dynamically target only users who are close to their stores, displaying relevant information about prices and product availability.
This option is especially interesting for local companies that want to dynamically present their best products to a close audience.
About Meta updates
During testing, the Managed Partner Ads Lite functionality resulted in a 3.9% increase in drug sales and a 2.5% increase in cosmetics sales for Walgreens Advertising Group. This retail media network partnered with Meta and a major national brand to run an optimized online sales campaign for dozens of products.
These results highlight the effectiveness of this new approach, especially for retailers who have a wide range of products and are looking to improve the performance of their campaigns.
It is clear that Meta has been committed to mitigating the impacts of iOS and data loss, as well as providing new targeting options to improve the performance of their clients' campaigns.
These new features could represent a significant game changer for retailers, allowing them to run more efficient local campaigns and improve ad targeting, relying on valuable data for the platform to optimize campaigns and increase the conversion rate.
