Meta has been dishing out a slew of ad incentives, including on its shopping ads, where it’s been making a big push for ad revenue, and a new iteration of its “reach and frequency” campaigns, as it courts back advertisers. Some advertisers said the social media giant has been ramping up these offers, or “coupons” as the company calls them, as performance capabilities start to improve following Apple’s iOS privacy changes.
With these ad incentives, which range between $40,000 and $200,000—and as the social media giant continues to use artificial intelligence to improve its ability to track and target audiences across Facebook and Instagram—advertisers are starting to pour more of their ad dollars back into Meta, according to three media buyers.
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“Similar to others in the industry, sometimes we offer advertising credits as part of our normal go to market process. This helps us understand product-market fit and how well a product might perform before launching it more broadly,” a Meta spokesperson wrote Ad Age, declining to comment on the specific offer amounts.
Clients are spending about 20% to 30% more of their overall digital ad spend on Meta this year than they had in 2022 as they see performance start to improve, the media buyers said.