Drive Profitable Business Growth With Meta’s app ads & Audience Network, Toby Wilkins.

[Music] [Applause] [Music] we're going to talk about uh how app monetization can help Drive profitable business uh and uh in this case we've got Toby from meta who's gonna come and talk to us so Toby come on up hello everyone uh my name's Toby I hope everyone's having a great week uh a kickoff of the week anyway so I've got 20 minutes with all of you to talk about meta's products for app developers we're going to cover both the acquisition side of meta products um but also the monetization products we've got with Audience Network work um I don't want

this to come across as a sales pitch I'm sure that you're already using meta for acquisition or and monetization so I don't want to focus on you know trying to pitch us uh more about how do you get the most out of um what meta is offering you okay cool um so just quickly on me um so I'm Toby I've been working at meta on the app developer business for the last five years originally I started out working on Audience Network which is our monetization solution but since then my role has expanded uh and I'm working on app ads um as well uh before I was at meta uh I was at Bumble the dating app so I've sort of sat on the other side of the fence as well um I was working with meta's products at the time so um I have an affinity with um some of the challenges and um and strengths that that the products have um I'm obviously from London if you might not tell from my accent I'm very happy that this talk is in the morning so that I'm not sort of dead with jetl

later today all right cool so I thought we'd just kick off with some of the highlights of what Met has launched um from 2023 and there's three uh that I wanted to pull out so the first is um uh aggregate event measurement or am for short so am is our in-house privacy preserving um uh attribution technology that we launched on iOS so this is building on top of scan and we've seen really strong performance from am with about a 99.5% increase uh in conversions on average um over scan you also get real time or almost real-time reporting from am as well as a bunch of uh breakdowns of AD performance for example um age gender placement device like all that sort of thing um so in h223 we added support across all of the mmps for um am uh We've also increased the amount of campaigns that you can run from 9 to 18 and we've added 7 and 28 day um

reporting into ad manager for um install um duration so that's am uh and then there's um Advantage Plus which is our um uh AI powered um ad Creation Suite so we're continually evolving this um and we've added um scheduling for Advantage Plus shopping campaigns we've improved the uh duplication flow for setting up um Advantage Plus campaigns um and we also have a brand new um creation interface as well um and then the third area so conversion API which is our server to server signal ingestion um product is available to all advertisers if you want to directly integrate with us that way uh and also conversion lift studies you can set up from the experiments UI um you might have already run AB tests with us or brand lift studies with us but now you can do conversion lift studies which is a great way of telling the sort of true uplift that you're getting from Instagram or Facebook or Audience Network

Replacements cool so um that's just um 2023 so I wanted to sort of move us on to uh looking this year I'm going to break this down into three areas for you so so that we can sort of follow how methods adding value to businesses um in slightly different stages so I'll start with the user acquisition um uh audience um uh Investments that we're making I'll then move forward to the uh making informed decisions so how do you correctly attribute the value that Mets driving and make the right budget decisions and then we'll move forwards to the ad monetization um elements of audience of Audience Network so starting on user acquisition so I just wanted to kind of start with a bit of a big picture um a big picture of view so uh meta has seen really fantastic growth over the last couple of years um we've got about 3.2 uh billion daily active people across our apps now um we've seen a real shift from sort of static feed type um ad Supply more

towards short form video and uh with reals and with uh stories and that's really driving our sort of investment road map and what we're what we're investing in um so you know and we also we you know we know that uh the mobile gaming Market particularly has become very very competitive um there's a lot of demand for our ads so you know now is more important than ever to make sure that you're setting up your campaigns in an optimal way um okay so a few Investments that I wanted talk about the launching this half um so the first is engaged view um optimization so um we we are kind of aware that with short form video and the shift towards um that type of format click through and view through um conversions are not not really telling you the whole picture so we're launching this new metric of uh engaged views which is when someone's watched one of your ads for 10 seconds and then goes on to driver conversion within the conversion window so um you're going to be able to optimize for that in attribution settings when you're you're setting up ads um from the end of this

half so that's the uh that's the first piece um the second is all around uh Advantage Plus uh which I was talking about from the 2023 section um we really want to lean into AI powered sort of AD creation uh and what that means is just leaving things to the models as much as possible because what we see is we get the best performance from um from meta ads when there's unconstrained systems and really high liquidity so we're not um sharding budgets into multiple campaigns and we're having as few constraints as possible um now that said we know that there are um you know legitimate business constraints that you have to um you have to get across so we're trying to walk this kind of tight rope um of giving enough control um to make sure that you can express those constraints but also making sure that we leave things to the systems as much as possible so we've heard a lot of feedback about things that are missing from our um automated uh campaign set up

so we're adding a few things um such as um you can set Geo constraints on your campaigns within uh within Advantage Plus uh and also minimum age requirements if your app has a minimum age um as well and there'll be a few more controls coming out uh in due course as well kind of in a similar vein um we're relaxing the campaign limits that we have on Advantage Plus so originally um in H1 last year you can only create one uh app campaign per country in placement um now you could be a sorry then it went to nine and now we've got an unlimited uh amount that you can create um so again we we think you should have as few campaigns as possible that's where we see the best results but we are adding flexibility to the to the product to make sure that we can get across the constraints that you have uh in your business cool um moving a bit on to backend performance this is a really big priority at meta right now uh we know that as budgets scale um you know you do see a drop off in performance at some

level that is expected because you'll you'll our models will find the most uh valuable users first and then we'll sort of move to less valuable users uh in due course and that does mean that as budgets scale you will see an increase uh increase in cost um but that said you know we're very invested in making sure that that curve um is improving over time um and we obviously have three main app prospecting products at the moment so we have mobile app install which is the most straightforward would maximize the number of installs of your game or app um we then have app event optimization which is um optimized for a trigger event within the app and then we have value optimization which is maximizing the value of the the people that are coming to your app so you send as a value signal alongside the event um generally the advice is you know work as down funnel as you can um value optimization should drive the best performance um though obviously as I said we're working through scaling chall challenges as much as we can um so lots

of focus on that and the ml work there um the other thing to say in this space is that we're looking for opportunities to build new types of value products um these I don't have set launch dates on yet but I wanted to give sort of early share um for example we're looking at inapp ads only um acquisition product so if your only ads powered game um will ingest those signals and we'll build a model that's purely focused on driving ad Revenue um we're also thinking about predicted lifetime value so I know many of you do well all of you do cohort-based pltv um but some of you also do user level um with considering how we can ingest those user level value signals and then optimize towards that as well um that said we don't yet have uh the product ready but I wanted to give a sort of early share that this is a big area of investment for us finally on um acquisition um Audience Network is a really important part of the acquisition story because app ads deliver really well to Audience Network

um so I'll cover that more in the monetization section um but um you know we're improving the the formats we've seen some great um enhancements from Audience Network formats which I'll cover later as well as sort of driving the performance through um increasing our bid prices uh over time as well okay um so the second uh area I want to cover is sort of helping you make the right decisions um how are you like crediting meta in the right way for the value that we're driving for your business and making the right sort of cross cross company budget decisions so there's a few launches here that are happening so the first one to talk about is meta install refer so this is a um measurement product for Android which is building on top of Google Play install refer um and this is helping to cover some of the edge cases that are not covered in Google Play in store refera so what you should see from this is a decrease in unattributed conversions typically we've seen uh from the first few people have uh integrated

about a 20% increase uh in attributed conversions uh from the launch of this product and without getting sort of too much into the detail what it's doing is we're using Instagram and Facebook apps to send conversion metadata back to meta so that we can cover some of those edge cases this is supported by all the mmps now so all you need to do is have uh the latest versions of the uh MMP SDK uh and also make sure that you're sending us the decryption key for Google Play and referer for this to work okay um I realize this is a little bit technical I hope I have the Right audience here um okay um so we also have engag view U reporting going out so I spoke a bit about engag view optimization uh we're also delivering reporting through mmps and on ad manager so you'll start seeing view through um conversions engage view conversions and uh click through conversions so this should hopefully give you a better picture of how people are engaging with your ads um apps fly is going live with

this um at the end of the by the end of the month and we're hoping the other mmps uh are going to follow shortly after that um and it will be available in ads manager uh very shortly as well um finally scan for so we're improving the um uh the the scan for experience within ad manager you're going to be able to see all postback windows um for the first time as well as setting up course grain values um you can also set them up with events API um sorry events UI um as well so so basically just improving the um the sort of integration we have with scan 4 um as well okay moving on to monetization and Audience Network so um audience networks a really important investment for for meta uh for the long term it increases the amount of Supply that we offer to advertisers and obviously drives uh increases performance for them at the same time it's obviously helping a lot of you to monetize and build more profitable businesses and we know the sort of flywheel that will get reinvested in uh at some portion back in to ads so as you get stronger we get

stronger so it's definitely something that we're investing in for the long term um Audience Network in the past has driven a bunch of innovation in the monetization space so we originally launched uh rewarded video um which obviously has become sort of the main um type of monetization uh now um we've also shifted the market towards real-time bidding which has removed a lot of inefficiencies that we had from waterfalls um so we're continuing to to invest and I want to talk through just a few areas uh of f Focus um so the first area is increasing the number of auctions that we're participating in so today meta needs a one toone match between a Facebook user uh and an ad impression in order to actually serve an ad um and we realize that that's sort of holding us back so what we're trying to do is increase um the amount of uh Instagram only user matches that we have so increase the amount of auctions that we're participating in so rather than it having to be a Facebook user we're going to use Instagram user identity as well for those that don't have Facebook app

and that should increase the number of auctions that Audience Network is bidding into and ultimately the amount of Revenue that you're seeing from um Audience Network the second area which is the largest and most important really um is breaking that onetoone user match that we require today um so we're working very hard to build a privacy resilient um ad serving solution that actually has um High degree of performance um so that's mainly for iOS today but obviously with Google priv sandbox coming and breaking that onetoone link on Android as well this is a really important product for the future of the business something we're investing heavily in um resolving um and we want to make something that's resilient to Future platform changes um so big investment in this in this area for the business and finally um just on the demand diversity so like I said there's lots more short form video formats uh ad Supply on across meta's apps and advertising are following that um that

Trend and really sort of making really high quality short form video content um so we're really leaning into trying to get more demand diversity delivering on Audience Network as well which has traditionally delivered more app install type ads so we're trying to get more e-commerce uh and some of those uh those other short form video ads that are working really well across our family of apps delivering better onto Audience Network so um so yeah that's the third area I'll just Qui quickly go through so on the format side um a bit more bread and butter we've had really good success from uh chained ads um we've seen good performance there what we're trying to do with formats is really make sure that we're striking the right balance between effective monetization but also you know respecting the user experience uh that's really important for us so chain ads have seen a really really strong success and we're doing a bunch of other um sort of smaller tweaks to formats um to improve performance um we're Al investing in uh potentially some larger

format opportunities so we know offer wall uh is something that um the Market's starting starting to pick up and something that we're considering um as well but again that's very early stage um sort of sort of sort of thinking there finally we're trying to find out trying to find ways that we can get uh formats onto the device um and out into the market more quickly so today we need up SDK updates which I know is a pain um and takes takes a bit of time so we're looking at ways that we could potentially dynamically load new uh SDK SDK updates format updates um onto devices as well um I won't talk too much on delivery optimization this is happening we're trying to increase the the bids uh generally by improving the models uh and finally we just want to make sure that the network stays high quality um and that we're sort of vetting advertisers in the right way uh and we see um there all brand standards um kept across the network okay so that's everything I uh

wanted to cover so I'm just going to quickly run through a sort of timeline slide um so on the creation side um The Campaign limits from uh Advantage Plus have already been removed um and also we've got more audience controls coming out in March U meta in store refer is live across all mmps so all you need to do make sure you've got the latest MMP SDK you sending us the uh decryption key um and you should benefit from that um engage view um attribut reporting um is uh live uh I believe uh with apps fly by the end of the month and we're hoping that the other um mmps will follow you'll also get the reports in AB manager um and the um engage view conversion optimization solution will be live by the end of the half um and that's pretty much everything I wanted to cover so hopefully um that's giving you a little bit more insight into some of the meta uh releases that are coming up and uh yeah thank thank you very much for

listening thank you very much and uh sadly without without the time we can't ask for questions unfortunately so we're going to move swiftly [Music] on [Music]