{"id":274071,"date":"2025-06-05T03:38:09","date_gmt":"2025-06-05T03:38:09","guid":{"rendered":"https:\/\/peraltafinancing.com\/business\/marketing\/creative-connection-is-the-new-targeting-in-an-ai-fuelled-world\/"},"modified":"2025-06-05T03:38:09","modified_gmt":"2025-06-05T03:38:09","slug":"creative-connection-is-the-new-targeting-in-an-ai-fuelled-world","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=274071","title":{"rendered":"Creative Connection Is The New Targeting In An AI Fuelled World"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div itemprop=\"text\">\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.linkedin.com\/in\/harry-lowes\/\" class=\"external\" target=\"_blank\">Harry Lowes<\/a> is the Director of ANZ Mid-Market in the Global Business Group at <a href=\"https:\/\/www.linkedin.com\/company\/meta\/\" class=\"external\" target=\"_blank\">Meta<\/a>. After long stints at CommBank and Telstra in Australia and being based in Singapore with Meta for the past six years, Harry discusses with Anton the big changes and exciting opportunities for marketers in an AI-fuelled landscape: speed and customisation at scale, better measurement techniques, and the evolving experiences with wearables.\u00a0<\/span><\/p>\n<p>You can listen to the podcast here:<\/p>\n<div>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.trinityp3.com\/podcasts\/creative-connection-is-the-new-targeting-in-an-ai-fuelled-world\/about:blank\" width=\"100%\" height=\"166\" frameborder=\"no\" scrolling=\"no\" data-rocket-lazyload=\"fitvidscompatible\" data-lazy-src=\"https:\/\/w.soundcloud.com\/player\/?url=https%3A\/\/api.soundcloud.com\/tracks\/2098921800&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=true\"><\/iframe><noscript><iframe loading=\"lazy\" src=\"https:\/\/w.soundcloud.com\/player\/?url=https%3A\/\/api.soundcloud.com\/tracks\/2098921800&amp;color=%23ff5500&amp;auto_play=false&amp;hide_related=false&amp;show_comments=true&amp;show_user=true&amp;show_reposts=false&amp;show_teaser=true\" width=\"100%\" height=\"166\" frameborder=\"no\" scrolling=\"no\"><\/iframe><\/noscript><\/p>\n<\/div>\n<p>Follow Managing Marketing on\u00a0<a class=\"external\" href=\"https:\/\/soundcloud.com\/managing-marketing\" rel=\"noopener noreferrer\" target=\"_blank\">Soundcloud<\/a>,\u00a0<a class=\"external\" href=\"https:\/\/managingmarketing.podbean.com\/\" rel=\"noopener\" target=\"_blank\">Podbean,<\/a>\u00a0<a class=\"external\" href=\"https:\/\/tunein.com\/podcasts\/Business--Economics-Podcasts\/Managing-Marketing-p1275737\/\" rel=\"noopener noreferrer\" target=\"_blank\">TuneIn<\/a>,\u00a0<a class=\"external\" href=\"https:\/\/open.spotify.com\/show\/75mJ4Gt6MWzFWvmd3A64XW\" rel=\"noopener noreferrer\" target=\"_blank\">Stitcher,<\/a>\u00a0<a class=\"external\" href=\"https:\/\/open.spotify.com\/show\/75mJ4Gt6MWzFWvmd3A64XW\" rel=\"noopener noreferrer\" target=\"_blank\">Spotify,<\/a>\u00a0<a class=\"external\" href=\"https:\/\/podcasts.apple.com\/au\/podcast\/managing-marketing\/id1018735190\" rel=\"noopener noreferrer\" target=\"_blank\">Apple Podcast<\/a>\u00a0and\u00a0<a class=\"external\" href=\"https:\/\/music.amazon.com\/podcasts\/5e7b205c-81c9-44e0-aa1d-d2ce504c6048%E2%80%8B\" rel=\"noopener noreferrer\" target=\"_blank\">Amazon Podcasts.<\/a><\/p>\n<h3\/>\n<h3 style=\"text-align: center;\">Gen Z or Gen Alpha have switched off advertising, and no one wants to see it.<\/h3>\n<h3\/>\n<h3>Transcription:<\/h3>\n<p><strong>Anton<\/strong>:<\/p>\n<p>Hi there, I\u2019m Anton Buchner, Business Director at TrinityP3 Marketing Management Consultancy. Welcome again to Managing Marketing, a weekly podcast where we discuss the issues and big opportunities facing marketing, media, and advertising with industry thought leaders and practitioners.<\/p>\n<p>Today, I am talking with Harry Lowes, the Director of Global Business Group within Meta. I\u2019ll probably just stop there, Harry, because whenever I mention the word Meta to people, they\u2019re like, \u201cWow, what are they working on? What are they doing?\u201d<\/p>\n<p>And they throw all sorts of questions at me: \u201cYou\u2019ve got to ask him this or got to ask him that.\u201d So, welcome to the Managing Marketing Podcast, Harry Lowes. Harry, how are you?<\/p>\n<p><strong>Harry<\/strong>:<\/p>\n<p>Awesome, Anton. Thank you for having me, mate. I\u2019m super excited about this conversation.<\/p>\n<p><strong>Anton<\/strong>:<\/p>\n<p>Yeah, pleasure. And we chatted a little bit earlier. You\u2019re fresh back from Hong Kong on a personal level, a bit of rugby.<\/p>\n<p><strong>Harry<\/strong>:<\/p>\n<p>I am, Anton. I had the pleasure of guiding two under eight teams and two under tens teams, one of whom was successful in winning the Hong Kong comp, which was\u2026<\/p>\n<p><strong>Anton<\/strong>:<\/p>\n<p>Ah, well done.<\/p>\n<p><strong>Harry<\/strong>:<\/p>\n<p>\u2026a lot of fun. But wrangling 80 kids around two different stadiums and events through Hong Kong sounds glamorous but it is far from it in reality.<\/p>\n<p><strong>Anton<\/strong>:<\/p>\n<p>It\u2019s hectic. Well, a more glamorous life would be coming fresh out of the Meta Festival, which was recently held here in Sydney. So, we might touch on that as well in a minute around some of the interesting things Meta are doing there.<\/p>\n<p><strong>Harry<\/strong>:<\/p>\n<p>Yeah, I must say, just quickly touching on that, it was just fantastic to see. We had 800 people coming through, both practitioner streams and keynotes that we had and hosted, and we touched on subjects from creators and how to work with them to cross border trade and how to leverage the opportunity that is the global dynamic that we are operating through, and we\u2019ll probably talk about that a little later.<\/p>\n<p>We talked about signals and data and how to leverage that for your business, AI and the capability that exists through different AI tools often labeled from an Advantage+ perspective for customers, so there\u2019s just a lot to cover.<\/p>\n<p>And then we sort of brought that to life in terms of how we see the business transitioning and the opportunity that represents, and we\u2019re a business that\u2019s focused on driving the connectivity and the connection between consumers and the messaging environment. And as part of that, we want to make sure that we\u2019re enabling businesses to have the best tool set to capitalize on that.<\/p>\n<p>So, when you think about a company who\u2019s building the future of human connection, we want to make sure that that connection is live and rich both from a consumer perspective, also from businesses who want engage with those consumers. And for me, that\u2019s what\u2019s just been so exciting about this role in the last five years, is just to see the scale. And we announced last in our earnings report, we\u2019ve now got 3.4 billion people connecting daily on the platform. It is just amazing.<\/p>\n<p>I\u2019ve been lucky enough to work at some really sort of foundational businesses across Australia and globally in CommBank and Telstra, and I must say I still try to work out how I got there from running a wine business before those two, but that\u2019s something for me to ponder for my future. That\u2019s probably future cat sessions with someone who\u2019s smarter than me.<\/p>\n<p><strong>Anton<\/strong>:<\/p>\n<p>Well, just on that, I mean, we met back in the early days knowing you through CommBank and through Telstra, you\u2019ve done long stints there, then you\u2019ve been up in Singapore for the past six years, or with Meta for the past six years now, is it?<\/p>\n<p><strong>Harry<\/strong>:<\/p>\n<p>Yep. Yes, it is. Yeah, 2019, I moved up.<\/p>\n<p><strong>Anton<\/strong>:<\/p>\n<p>I\u2019d love to know, I sort of ask people who join a new company. I guess it\u2019s not as new anymore, but what were your first impressions coming into Meta, and then maybe jumping to today, what have you worked on and what areas are you focusing on?<\/p>\n<p><strong>Harry<\/strong>:<\/p>\n<p>So, I originally moved up as part of the agency business and helping to look after the independent agency network within ANZ and that was a fantastic experience. Just the ability for independent agencies through really their deep understanding of the tools and the capability of the Meta platform offers are able to help accelerate businesses growth, and that was a really exciting journey.<\/p>\n<p>I\u2019ve then moved on to the sort of direct side of the business, and I now look after the ANZ mid-market business. And as part of that, I work with a really diverse range of businesses from independent companies, sort of just founder-led, really driving business growth to multinational corporations.<\/p>\n<p>And through the spectrum of those conversations, I get to see some really interesting ambitions in terms of how companies want to grow, their strategies around growth, the different technologies and capabilities they\u2019re going to utilize that. And often, the differences in terms of how companies manage supply chains and what their different pricing products strategies and roadmaps are, and everyone is different.<\/p>\n<p>But it is I think our responsibility to help those businesses leverage the capability that Meta has to be able to help them with their growth ambitions. And for me, it\u2019s just been amazing starting five years ago to where we are today in terms of A, the growth from a platform capability in terms of just the surfaces and the interconnect-ability of those.<\/p>\n<p>And by that, I mean threads, I mean, wearables, the glasses, messaging is just the growth of sort of huge acceleration, especially in APAC and the regional exposure I get to that is fantastic, because ultimately, what you see is that businesses and consumers want to connect, they want to talk, and they want to have live experiences. And you can see through Thailand and Vietnam the growth of messaging as an actual direct to consumer sales channel.<\/p>\n<p>And then sort of being able to then help businesses understand what that connectivity means, both from a sort of platform perspective, but then also the capability that we bring to the table and the evolution of that from an AI perspective has just been absolutely rapid.<\/p>\n<p>We, a couple of years ago, launched what we call Advantage+, which is effectively the brand from a business perspective that businesses are able to leverage to be able to drive the capability that we\u2019ve got from an AI perspective.<\/p>\n<p>We\u2019ve been using AI for many years in terms of utilizing it to analyze and understand content that\u2019s on the platform to be able to drive recommendation into feed for customers, and we\u2019ve been super focused on making sure that from a customer experience perspective, they get a great experience in feeds or in Instagram or in the type of content that gets exposed to them.<\/p>\n<p>And for us, we\u2019ve been able to then turn that capability towards businesses to be able to enable them to seamlessly interact with customers and integrate into the environments where people are inherently being social and sharing content. And so, that makes it a much richer and we think far more effective experience, both from a consumer perspective but also from an advertising as well.<\/p>\n<p><strong>Anton<\/strong>:<\/p>\n<p>That might be interesting to touch on, because I think there\u2019s not a marketing plan today that we wouldn\u2019t see with Meta in some form being utilized. And businesses have trialed and tested many different opportunities with Meta over the last decade, I guess now, or couple of decades.<\/p>\n<p>But that AI field world you talked about, and I guess everybody\u2019s grappling with this racehorse that\u2019s out of the gates and running in all sorts of different directions, and you just have to go into LinkedIn and see someone drop an AI post.<\/p>\n<p>But what are you seeing in there in terms of targeting or creative, in terms of targeting for businesses and the opportunities now with the sort of AI field world? And you\u2019re right that we probably haven\u2019t realized it\u2019s been in there in the background, but now, it\u2019s at the foreground. What are you seeing on the meta side of things in terms of targeting?<\/p>\n<p><strong>Harry<\/strong>:<\/p>\n<p>Look, just taking a step back, I saw a really interesting step in terms of just how businesses start to think about AI, it\u2019s almost all encompassing now. It\u2019s a CEO question, it\u2019s not a risk issue or a marketing issue.<\/p>\n<p>It\u2019s actually, AI now encompasses all parts of businesses, and you can see the growth in terms of the number of different business units within one business that is using AI is incrementally growing, and 60% now have two plus parts of their business using AI.<\/p>\n<p>So, for me, I see AI as just it enables a huge amount and you can see what it\u2019s enabled across our business in terms of your ability to understand what\u2019s happening across the business at scale and I think most importantly, to make informed decisions about what you want to do with that information.<\/p>\n<p>And so, what we\u2019re trying to do from a business perspective is really open up AI to consumers. And we launched overnight the Meta AI app, which I think is a really great way for consumers to be able to use the power of Meta AI from an assistant point of view-<\/p>\n<p><strong>Anton<\/strong>:<\/p>\n<p>I\u2019ve been talking with it overnight and was talking with it this morning.<\/p>\n<p><strong>Harry<\/strong>:<\/p>\n<p>Yes, I\u2019m not going to lie, and I hope my son doesn\u2019t listen to this podcast, but it has planned a 10-year-old\u2019s birthday party on Saturday where I\u2019ve just realized my wife is away, and I do need a very detailed plan for 30 boys in the pool.<\/p>\n<p>And it\u2019s given me a great plan, but to be honest, there\u2019s now almost a billion users of that Meta AI app, and the functionality that that enables. So, when you sort of think about the scale that that opens up, there\u2019s a really interesting opportunity for businesses to be part of that conversation.<\/p>\n<p>And how I see that translating from a business perspective is and how they leverage the AI tools that we offer, we have, as I said, Advantage+. So, from a targeting capability on the platform, we are able to infer interest and intent from a number of different sources and a much bigger data set than has ever been possible before.<\/p>\n<p>And what\u2019s really exciting about that is it gives you an opportunity to discover new audiences and new insights about your business that you might not have known before. And being across the customer set that I am, it\u2019s also about not just understanding the ANZ audience, it\u2019s about the global conversation that you can have as a business.<\/p>\n<p>And I\u2019m very passionate about Australian businesses taking on the world. I love to see the success stories that exist. And it\u2019s really interesting at a time like this where there\u2019s tariff uncertainty, there\u2019s global geopolitical issues at play, it\u2019s amazing to see those businesses.<\/p>\n<p>And I do partly think, based on the power of the platform that we provide, are able to pivot their business really quickly into understanding A, have I got the right product set in this environment? Do I need to pivot product or do I need to pivot markets that I\u2019m targeting?<\/p>\n<p>And people are able to quite quickly depending on their sort of logistics capability, able to target EMEA markets or APAC markets, that they might not have previously thought about because there is that uncertainty. And for me, business\u2019 ability to respond dynamically in a time like this is super important.<\/p>\n<p><strong>Anton<\/strong>:<\/p>\n<p>So, speed comes to mind immediately when you\u2019re talking there, the pace of opportunity maybe is a better way of saying it.<\/p>\n<p><strong>Harry<\/strong>:<\/p>\n<p>The pace of opportunity, and then you think about, okay, well how does that speed and that dynamic environment that you are operating in translate to sort of core marketing functions and creative is a great example of that. And to just bring that stat to life, we\u2019ve got 4 million customers around the world who\u2019ve used generative AI capabilities to generate over 15 million ads.<\/p>\n<p>And so, there\u2019s just that sort of opportunity to be able to think differently, and to execute in a really fast way. That doesn\u2019t mean that creativity is dead, it doesn\u2019t mean that it is the end of creativity in that context, it means that you are able to do things and understand and trial things very fast and understand what works and what doesn\u2019t, and then go deep.<\/p>\n<p>And that\u2019s the piece that for me, that I see companies who are able to understand what is relevant to them in terms of how their business measures, and understands what success looks like, and how that translates into a creative strategy. And then trust the platform in terms of, \u201cOkay, we can create opportunities to talk to different audiences through this generative AI capability and to go out and execute on that.\u201d<\/p>\n<p>And then many different businesses have very different processes. Some have creative teams in-house that literally go down to the beach on a Monday and shoot a whole lot of shots, and come back, and sort of launch a new product through that way.<\/p>\n<p>Naked Sundays was a company I spoke to, and it\u2019s a brilliant example of how they just sort of leverage the sort of new different variations of creative that can actually engage with an audience to sort of far deeper, more complex creation of creative but fundamentally, it\u2019s about being able to execute fast and understand what Meta is-<\/p>\n<p><strong>Anton<\/strong>:<\/p>\n<p>It\u2019s a hot topic though, isn\u2019t it? I think there\u2019s been a lot of fear in the market, a lot of opportunity discussion in the market. We haven\u2019t settled, I don\u2019t think anywhere yet, but the idea of creative agencies initially it was, \u201cOh, they\u2019re all going to die,\u201d and the death of I hate seeing those headlines, but death of the creative idea and generative AI was going to be the future of creation.<\/p>\n<p>I think that\u2019s settled down a bit now to say what you just touched on \u2014 it\u2019s the combination of both, the ability to, what we would probably say research and test faster, like you said, and put ideas into market and see if they\u2019re resonating, which segments, which audiences, which cohorts, which platforms has never been a better opportunity.<\/p>\n<p>But your view on sort of the big idea and the use of a creative agency versus testing ideas out and maybe more nimble ideas, what are your thoughts there?<\/p>\n<p><strong>Harry<\/strong>:<\/p>\n<p>So, Anton, my first job was the business development manager at McCann Erickson Worldgroup, and I sat in between the creative agency and the client service team. And I have a deep respect for the creative process. I learned a huge amount sitting next to these guys and girls and just sort of really appreciated the creative process. And I still do. And I think you can see every day the power of a really rich creative execution and insight. And I don\u2019t think that ever goes away.<\/p>\n<p>I don\u2019t think consumers ever want to be engaged in a way that\u2019s not meaningful to them. I think what we are getting to the point though is that there are many different types of people in the world and who want to engage in a lot of different ways. And so, the opportunity, I think, is to understand how we can do that effectively at scale, and I think that the capability and the technology exists allows us to do that.<\/p>\n<p>I don\u2019t think it means that someone still needs to think of the idea, the execution and the variations can come through different technology capabilities. But the idea and the need for the idea doesn\u2019t go away. And I do think that you get the opportunity to trial and test and understand and then to go deeper and I think everyone should celebrate that.<\/p>\n<p>We look very much and have just been talking to the team up here about just understanding the different personality types of the consumers that you\u2019re talking to, and then how do you create different variations for that?<\/p>\n<p>Some people want to understand the detail, they want to understand what\u2019s the different ingredients that make up that product, some want to understand the emotional connection that\u2019s going to happen when they engage with that product. Other people want to compare, other people want to see rich creative variations, other people want to see written content.<\/p>\n<p>And that\u2019s where I come back to the surfaces that we have from a Meta platform allow you to be able to execute across all of those different personality types, but also creative needs and connectivity needs.<\/p>\n<p>And that\u2019s where I get really excited because you can then start to understand how each of those connections happen and the impact of that in terms of your measurement strategy and what that means for your business, and then you can go deeper. And so, there is a lot of opportunity for businesses, I think, to capitalize on that.<\/p>\n<p><strong>Anton<\/strong>:<\/p>\n<p>So, maybe stepping back a really simple question, because we\u2019re going to have all sorts of different marketers and business leaders listening to this podcast. In simple terms, a business wanting to target within the Meta platform, let\u2019s say, what are the top tips to understanding?<\/p>\n<p>Because you talked about whether it\u2019s a one to cohort, one to a segment, whether it should be one to one individually tailored, or should it be one big idea that\u2019s just blasted through whatever region or area or location is relevant, our elections or something like that.<\/p>\n<p>But just the simple tips for targeting what\u2019s changed, because years ago, it could be really simply, I find the demographics some interests, and you target it to those people, to hit their stream if you\u2019re lucky. What\u2019s changing in the targeting now, your top tips for different business leaders?<\/p>\n<p><strong>Harry<\/strong>:<\/p>\n<p>Look, there are a number of different sort of capabilities in terms of targeting on Meta. You can still define your audience, you can still use detailed targeting, you can still leverage lookalikes, you can still utilize custom audiences. But there is also the Advantage+ capability that I mentioned before, the suite of services that I think is very interesting from a consumer perspective.<\/p>\n<p>From an advertising perspective, it takes away some of the more specific targeting capability, but it allows you to define what the outcomes that you want to drive are, whether it\u2019s efficiency and performance, whether it\u2019s automation and control, whether it\u2019s global markets, and then we go and find the audience for you.<\/p>\n<p>So, when we see Advantage+ turned on, you can see a 17% average cost plus, cost improvement in per acquisition, and a 32% on average increase in return on ad spend. So, for me, that as a sort of capability, I don\u2019t know why you wouldn\u2019t leverage it, because we offer that opportunity. You can use it-<\/p>\n<p><strong>Anton<\/strong>:<\/p>\n<p>Sorry, Harry, to that point then, it\u2019s an algorithm, right? At the end of the day, so are we trusting the algorithms, which across many spheres of life, I think we\u2019ve just grown to trust?<\/p>\n<p><strong>Harry<\/strong>:<\/p>\n<p>Yes, you are, you are trusting the algorithm, but I think it\u2019s imperative that you trust the algorithm in the context of the business performance that you want to drive. We have a really, I think, important story to tell in the context of how our auction system works.<\/p>\n<p>We don\u2019t want to have our consumers who are connecting on our platform have a negative experience or see brands that they don\u2019t want to engage with. We don\u2019t want businesses targeting customers that aren\u2019t relevant to them. And the auction model actually looks at those two components to make a decision about the relevancy, the content that we put in front of consumers.<\/p>\n<p>So, I feel like yes, you can trust the algorithm to be able to make an informed decision based on a number of parameters that sort of are indicators that aren\u2019t necessarily available to you to see on a daily basis, but do actually help us drive A, engaged experiences for our customers or for our consumers, and B, for advertisers to get relevant audience types. And so, for me, that adds up to a really rich combination of mutual benefit.<\/p>\n<p><strong>Anton<\/strong>:<\/p>\n<p>So, from a brand safety point of view, I guess I\u2019m thinking here, is there a way of restricting who sees messages, whether that\u2019s based on a specific profile or sentiment?<\/p>\n<p><strong>Harry<\/strong>:<\/p>\n<p>There are a lot of brand controls on the platform and we do make sure that we provide all of those to consumers. There are a number of different ways to do it. You can look at audience controls, you can look interest controls, placements. We do have automated placements across all of the different surfaces, but you can control that.<\/p>\n<p>You can control different creative as well and appearance types. So, I\u2019m confident that the relevant brand protections are available to businesses to be confident that their content is going to appear in the right environment.<\/p>\n<p><strong>Anton<\/strong>:<\/p>\n<p>And what about this keeps getting bandied around the different types of audiences in terms of who wants to see advertising? And we keep reading Gen Z or Gen Alpha have switched off advertising, and no one wants to see it, which of course whenever you say no one, it\u2019s complete rubbish because it\u2019s just a sentiment of a segment.<\/p>\n<p>But have you seen the change in, I guess, what is termed advertising versus what\u2019s content, versus what\u2019s interesting conversation? How do you see it from Meta\u2019s point of view in terms of, well, you\u2019re calling it creative or content, but is it content these days or is it more sparking conversational ideas or thought starters? You want the outcomes, obviously for the brand and whatever the brand\u2019s objective is, but how does Meta see things for businesses?<\/p>\n<p><strong>Harry<\/strong>:<\/p>\n<p>I think we have a pretty broad perspective on it. We have capability and if you think about the creator ecosystem that exists, we\u2019ve got the creator marketplace in Australia, and there is a fantastic partnership between brands and influencers and creators to be able to generate content.<\/p>\n<p>Consumers want to engage content that\u2019s relevant to them. I don\u2019t think they have a stronger version if it\u2019s creative from a brand that is irrelevant to them, to whether it\u2019s a friend\u2019s creative talking about what\u2019s been happening on the weekend. People want relevant information, they want things that engage them on whatever level it is that they want to engage on.<\/p>\n<p>As I said earlier, some people want detail, some people want creative, some people want emotion. I think the ability of businesses to think about those audiences, to be able to create those content experiences is what\u2019s driving great outcomes for businesses, and it\u2019s what continues to drive really rich experiences across all of our platforms and surfaces.<\/p>\n<p><strong>Anton<\/strong>:<\/p>\n<p>And you touched on the AI or the Meta AI app, which is interesting. Do you think with this shift to voice, everything\u2019s essentially turning to conversation. Is that the future for Meta, that it\u2019s not so much a typed poster update or something in your feed, but it\u2019s a conversation with friends or with peers or with cohorts that\u2019s going to drive forward?<\/p>\n<p><strong>Harry<\/strong>:<\/p>\n<p>Look, I think it would be a brave man who predicts the future.<\/p>\n<p><strong>Anton<\/strong>:<\/p>\n<p>Crystal ball, come on.<\/p>\n<p><strong>Harry<\/strong>:<\/p>\n<p>Look, human connection has existed for a long, long time. I think we\u2019re just creating different capabilities around how you drive that connection. I mean, I love the wearables component. I\u2019m a very keen user of it. I took my family skiing, it meant I could message my wife when I was running late for lunch on the mountain, I could take videos without taking my gloves off, and it was a really rich experience with the kids.<\/p>\n<p>Because it meant that we continued to be engaged and it didn\u2019t disrupt us. I do think that connectivity will continue to be evolving over time. I think the less there is a screen involved and it\u2019s more humanistic, the better that connectivity is. There\u2019s nothing better than sitting in a room with people and talking.<\/p>\n<p>And so, we don\u2019t want the tyranny of distance to interrupt that experience. And so, for me, as I see it and the way I see the evolution of the platform and the capability, we are just making better and better experiences for people to be able to do that. And I love the fact that people can talk and understand and see businesses that they might not have seen.<\/p>\n<p>And they might be able to talk and understand more about the creative process for the production of different materials, different skills. And that\u2019s another way for people to bring their brands and businesses to life. So, I know I\u2019m sort of skirting around the question, but I do think connectivity is key and people just will continue to thrive in the environments that they have.<\/p>\n<p><strong>Anton<\/strong>:<\/p>\n<p>I mean, you have it skirted beautifully. I\u2019d put the hook there, but not quite. I think we\u2019re hearing you talk and others in the industry, it\u2019s a quantity discussion because the amount of variation of creative and creative format and content formats that you can now do has exploded and will just continue to explode.<\/p>\n<p>So, I guess the quantity of options that are available, the way you can connect with customers, as you say, whatever those customers are and however they want to be communicated with, is just changing. I mean, who would\u2019ve thought we could do podcasts decades ago? So, yeah, the future is rich.<\/p>\n<p>Ultimately though, from a marketer\u2019s perspective and those listening, measurement has to be critical. And you touched on this earlier, that depending on the brand or business\u2019s objective, whether it\u2019s a brand objective or an acquisition objective or a customer connection objective, what\u2019s changed at Meta or what\u2019s happening there in terms of your conversion metrics?<\/p>\n<p><strong>Harry<\/strong>:<\/p>\n<p>So, I\u2019m really passionate about this point. I\u2019ve probably, most of my career has been spent within the digital space. I set up the digital function within CBA, I helped grow it within Telstra and took on broader customer lifecycle management and base management capability.<\/p>\n<p>And so, measurement and understanding the impact of the work that you do in driving meaningful business outcomes is fundamental to me and my passion for marketing and now for technology and sales. And so, from a measurement perspective, we offer a number of different solutions to the marketplace to make sure that people can understand the efficacy of the work that they\u2019re doing on our platform.<\/p>\n<p>There are very simple tools offered through the site, the platform that offers CPA values, CPM values, but I do think it\u2019s beholden on the business to understand more about what your LTV, what your customer acquisition cost is, and how those relate to your sort of business\u2019s performance.<\/p>\n<p>At Meta, we offer a number of different sort of measurement solutions, whether it\u2019s in platform measurement, so whether you can do split tests, whether you can do aggravated events management to understand what drives outcomes for you.<\/p>\n<p>You can do lift testing so you can understand the brand performance and what brand happens there, you can understand conversion lifts and even geo lifts, and understand different geolocations and what drives performance there.<\/p>\n<p>I think what we spent a long time doing at Telstra and trying to understand through the media mix modeling was the efficacy of the media investment in driving down to a postcode level outcomes at the business, and we continue to be involved in that here. We\u2019ve got a Triple M feed, we\u2019ve also got a publicly available Robin solution, which allows people to leverage market mix modeling capability.<\/p>\n<p>We\u2019ve got third party tool integration, so integrated into Google, into Adobe, we\u2019ve also got ad server tracking, so for third party solutions. There\u2019s a lot of different capabilities. We\u2019ve also got a measurement 360 framework.<\/p>\n<p>So, for me, we do a lot in terms of trying to help businesses understand in the suite of measurement solutions that many businesses have, what the role of Meta is in driving those outcomes. For me, AI adds the capability to digest more of that information, understand what matters, and then AI adds the capability to execute on those insights in a timely fashion.<\/p>\n<p>And timely, I think relates to different businesses in different ways, and that\u2019s where I sort of get really excited because there are businesses that want to execute fast. There are businesses that want to watch and understand and sort of see the evolution from a consumer experience point of view.<\/p>\n<p>And I just think that that capability becomes really interesting. And I think we\u2019re to sort of pivot point from a journey perspective that is unlike any other, and helping businesses take advantage of that is really important for me.<\/p>\n<p><strong>Anton<\/strong>:<\/p>\n<p>And I love one thread that came out to what you just said around the suite of measurement. I think that\u2019s been a fundamental shift. The promise from tech vendors previously was trust us and our measurement is the doyen of measurement.<\/p>\n<p>And as we\u2019ve all evolved here, we realize that\u2019s not right, the customer journey is so fragmented. Unless you\u2019re spending specifically in one channel measuring to e-commerce or m-commerce or whatever, sure.<\/p>\n<p>But we all know that there\u2019s multi-touch, multi-channel attribution, et cetera. Can you reference any case studies or examples where anyone\u2019s cracked that nut in terms of better attribution?<\/p>\n<p><strong>Harry<\/strong>:<\/p>\n<p>So, for me, there\u2019s one case study with Sephora, a business in Australia. Everyone probably knows it. And it\u2019s definitely on my shopping list when I come to Australia to my-<\/p>\n<p><strong>Anton<\/strong>:<\/p>\n<p>It\u2019s on my daughter\u2019s list as well.<\/p>\n<p><strong>Harry<\/strong>:<\/p>\n<p>So, look, I think there\u2019s one thing I would say. From a signals perspective, we have a conversions API capability, which I think is the sort of foundation that businesses need to make sure they have connected to be able to pass back relevant signals to us to be able to make informed decisions about how we optimize content for you and the decisions around which and where, and what drives performance.<\/p>\n<p>And a great example for Sephora was they drove a 22% increase in conversions, a 20% decrease in cost per acquisition, and a 15% increase in return on ad spend when they enabled that capability. And for me, we say trust the algorithm, but it\u2019s not really just trusting the algorithm, it\u2019s enabling the algorithm to be relevant for your business, and that\u2019s, I think, really important.<\/p>\n<p>The quality of information that you pass back to us from a signal perspective enables us to make even more informed decisions about the way in which we leverage your content to drive engaging customer experiences.<\/p>\n<p>So, there are a number of different ways to do that. We\u2019ve got CAPI that can connect with CRM, which allows for even deeper signals to be sent back to the business in terms of what your lifetime value might be.<\/p>\n<p>We\u2019ve got CAPI Gateway, which will allow you to put that data into an environment that can be leveraged by other third-party businesses all in an anonymized data compliant way, but there are a number of different solutions I think that \u2014 and to your point earlier, that allow us to make sure that we get relevant information for your business, but also for you to be able to leverage that information across the suite of capability that you might be using as a business that drives relevant outcomes for you.<\/p>\n<p><strong>Anton<\/strong>:<\/p>\n<p>I think for businesses it\u2019s really about that understanding of pulling signal data out, so pulling the data and interaction points from the Meta platforms and analyzing through to whether it\u2019s a loyalty card or a CRM database or whatever data they\u2019re holding. As you say, you can start to now connect the dots in a much richer way which is just exciting opportunity.<\/p>\n<p>Speaking of exciting opportunities, you touched on and I was going to ask you straight away, but the Ray-Ban wearables, Oculus and others have been talked about for a while, but what\u2019s happening? For those who don\u2019t know, you\u2019ve got a partnership with Ray-Ban, is that right?<\/p>\n<p><strong>Harry<\/strong>:<\/p>\n<p>We do. We\u2019ve got a partnership with Luxottica which produces Ray-Bans and other glasses. And I think what you\u2019ll start to see, and we\u2019re really excited to announce a couple of days ago, the partnership with JB Hi-Fi, Harvey Norman, you can also buy them online in Australia.<\/p>\n<p>And wearables to me, is a really exciting evolution. We talked about the power of connectivity previously, this is another example of where we are taking the screen out of the way and enabling richer, more first-party experiences.<\/p>\n<p>I wore Ray-Ban to the Ray-Ban wearables to a lunch yesterday and I took a photo of the room and I talked a little bit about the experience there. And the [inaudible 00:34:09] came up to me and showed me her Instagram page.<\/p>\n<p>And she uses the wearables to do wine reviews and shows that first party experiences about going and selecting a wine, what she\u2019s thinking about when she\u2019s selecting it, and then she also showed me her partner\u2019s page who\u2019s a magician who is using wearables to capture the moment in terms of the excitement of people\u2019s faces where the magic trick is revealed.<\/p>\n<p>And they\u2019re two different use cases that I don\u2019t know if they ever imagined if they did even more kudos to the team here about the sort of the way they\u2019re building the product. And then I talked to Jose from Motor Culture Australia yesterday, and they use the glasses to film product reviews.<\/p>\n<p>So, they drive by the name of it, motor enthusiasts, they do car reviews and lotteries, and different experiences. They then film car reviews and show you firsthand what it\u2019s like to drive the car and what the experience is.<\/p>\n<p>And I do just think that that\u2019s a great example of how we see the connectivity being enabled and the experiences being shared around that connectivity more broadly. I can just imagine what the different use cases are. I think that score is just such an untapped opportunity. I\u2019m very excited to be able to ask my glasses what iron I need to hit into [crosstalk 00:35:36], it\u2019ll probably tell me you need to get your driver out, you\u2019re an old man now.<\/p>\n<p>But look, I do think that those wearables, I think when you look at Oculus, when you look far out, and you can see Orion and the different experience that augmented reality offers and the type of connectivity you can drive through that is very exciting.<\/p>\n<p>And we\u2019ve got such a rich roadmap and when you add that plus messaging into the equation, and you can see just the explosion and messaging within the Australian marketplace and the APAC environment that people will be messaging and talking to people directly through these channels. And for me, I\u2019m just excited about what that means from a capability perspective.<\/p>\n<p><strong>Anton<\/strong>:<\/p>\n<p>So, on that point, the rethinking of content is interesting. So, if I\u2019m skiing down a slope or I\u2019m at a luncheon with some wine, for example \u2014 the wine content, the wine description product description I guess has always been there.<\/p>\n<p>It\u2019s always been there in printed form, it\u2019s always been there in digital form, it\u2019s there on the label. But rethinking how content can be deployed, I guess, is that the difference here that sending to a glass or what the glass is actually deploying up in front of you, in that case on such a small screen, I don\u2019t want too much.<\/p>\n<p><strong>Harry<\/strong>:<\/p>\n<p>I think when you add in the power of AI within that environment, you get really interesting insights. So, what you as a wine business choose to share informs the information that\u2019s available about your product. So, when someone uses the glasses to look at the wine list and look at the food menu and asks, \u201cWhich wine would you recommend with this?\u201d It will have the information relevant to making that recommendation-<\/p>\n<p><strong>Anton<\/strong>:<\/p>\n<p>To pair it.<\/p>\n<p><strong>Harry<\/strong>:<\/p>\n<p>Yeah, to pair it. So, I think that there\u2019s that at a very core level in terms of just being able to drive information and connectivity. And then there\u2019s the opportunity that you can use the glasses to build experiences for customers. And the messages that you send to a customer, you can think about that being an audio experience, not just a written experience.<\/p>\n<p>And I loved it from that perspective. To me, 65% of businesses in Australia have used or adopted AI tools and platforms primarily for customer communication. So, you can see that businesses are starting to get that understanding, and then it\u2019s the smarts to evolve that into the multi-touch or the multi touch points that businesses have.<\/p>\n<p><strong>Anton<\/strong>:<\/p>\n<p>That might be a good place to finish off because I think I need to come back in six months and have another catch up, the world\u2019s moving so quickly.<\/p>\n<p><strong>Harry<\/strong>:<\/p>\n<p>Yeah, that\u2019s really cool, Anton.<\/p>\n<p><strong>Anton<\/strong>:<\/p>\n<p>There\u2019s so much happening. I think if there\u2019s one takeaway for marketers listening, what would you throw out to them?<\/p>\n<p><strong>Harry<\/strong>:<\/p>\n<p>Embrace the change. It\u2019s moving fast. I don\u2019t think AI\u2019s going to take our jobs, but someone who understands AI will. And I know that\u2019s an overused statement, but get familiar, get comfortable and get excited because it\u2019s here and it\u2019s here to stay.<\/p>\n<p><strong>Anton<\/strong>:<\/p>\n<p>It\u2019s here. Yeah, I like that. Let\u2019s get rid of this fear and doom and throwing barbs and jump in \u2026 the more people I\u2019m speaking to, same sentiments shining through that it can be difficult to understand or we may not understand at all.<\/p>\n<p>But that was the digital world. You can talk about yourself and a brand marketer decades ago talking digital was difficult, talking AI not easy to the C-suite or to a CEO or to a CFO. Jump in, get experts around you and start testing.<\/p>\n<p><strong>Harry<\/strong>:<\/p>\n<p>Jump in. If you are in marketing, you are passionate about connecting with consumers, this is a brilliant way to be able to do that in an informed way.<\/p>\n<p><strong>Anton<\/strong>:<\/p>\n<p>Awesome, Harry, awesome to chat with you again and catch up and let\u2019s do this in six months.<\/p>\n<p><strong>Harry<\/strong>:<\/p>\n<p>I very much welcome the opportunity to come back. Thank you for the time, mate.<\/p>\n<p><strong>Anton<\/strong>:<\/p>\n<p>Thanks again. If you\u2019ve enjoyed this episode of the Managing Marketing Podcast, then please either like, review or share it to help spread the words of wisdom.<\/p>\n<p>Thanks again, Harry, speak soon.<\/p>\n<p>\u00a0<\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Harry Lowes is the Director of ANZ Mid-Market in the Global Business Group at Meta. After long stints at CommBank and Telstra in Australia and being based in Singapore with Meta for the past six years, Harry discusses with Anton the big changes and exciting opportunities for marketers in an AI-fuelled landscape: speed and customisation [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":274072,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98],"tags":[11447,1087,80561,25647,2379],"dealstore":[],"offerexpiration":[],"class_list":["post-274071","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-connection","tag-creative","tag-fuelled","tag-targeting","tag-world"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Creative Connection Is The New Targeting In An AI Fuelled World - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=274071\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Creative Connection Is The New Targeting In An AI Fuelled World - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Harry Lowes is the Director of ANZ Mid-Market in the Global Business Group at Meta. 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