The Challenge

As a lottery brand, Lot of Happiness aims to reach a broad audience with inspiring campaigns, but in a responsible way. On Meta, large-scale reach campaigns were purchased without insight into the content alongside which the ads were appearing. While Meta allows targeting by age group, a feature already in use, there was still a potential mismatch when it came to the context in which the ads were shown. 

The Solution

To address this challenge, Lot of Happiness partnered with Draft Digital to use Scope3’s innovative Brand Standards solution. This AI-driven system enables brands to create their own brand agent, fully tailored to their values and guidelines. Scope3 has access to all content IDs within Meta and uses Large Language Models to analyze whether the content aligns with the brand profile. Any content that does not match is classified and excluded from the campaign within 3–5 hours of being posted on Meta.

What makes this solution unique:

• Personal brand profiles: The AI is trained with input from the brand, ensuring maximum relevance.
• Sustainable impact: In addition to the Brand Agent, Scope3 also takes CO₂ emissions into account across different times, placements, and creative types. 
• Broad focus: In addition to brand safety, Scope3 also looks at attention KPIs to maximize impact.
• Human-in-the-loop process to validate content through human review, allowing the AI model to be trained even more effectively. 

Results

The initial results are promising:

• 25% of content IDs were blocked during the test period. For Lot of Happiness, this shows the importance of adding this classification method, as there is still a large amount of Meta content that does not align with the brand’s values. 
• No negative impact on performance — reach, CPM, viewability, and exposure time remained stable.
• Better brand protection by preventing impressions alongside unwanted or sensitive content.
• Greater relevance for the end user through a more precise alignment with the brand profile.

“The context in which people see your ads is – especially for us as a lottery – extremely important. With Scope3, we can be sure that our ads won’t appear alongside content that doesn’t align with our values, such as content related to children or addictions.

“On the other hand, we want to be able to adapt the content of our ads to the context. For example, in an article about charities, we like to show images of our annual donations, while in an article about long-distance travel, we prefer to highlight the chance to win big. We’re really looking forward to experimenting with this together with Scope3 and Draft.”
— Leo Nijs, Online Marketer at Lot of Happiness

“As an agency, we believe it’s important to stay ahead of the curve. The Scope3 solution is not only scalable and easy to implement, but it also delivers immediate, visible results.”
— Lars Postmus, Founder of Draft Digital

Next steps

The positive results mark the starting point for a broader deployment of Scope3 within Lot of Happiness’s media mix. In the coming period, Brand Standards will be tested within programmatic campaigns to gain more control over context and brand safety there as well. In addition, the current brand profile will be further refined to improve performance. 

At the same time, we will experiment with the use of Scope3 Brand Stories, in which personas take center stage. This combination of brand safety and relevant storytelling not only protects against unwanted associations but also creates opportunities for improved performance. The ambition is to make AI-driven content matching a permanent part of Lot of Happiness’s always-on media landscape.

Kees de Boekhouder has been a trusted name for creative entrepreneurs for years, helping them manage their administration smartly. Although the brand has a strong presence in search, social advertising had never been structurally used as a conversion‑driven channel. That changed.

The Problem

Social channels such as Meta were previously used mainly on a campaign basis, without a clear distinction between the stages of the funnel. Objectives like reach, engagement, and conversion overlapped, as did the creatives and copy. This led to fragmentation and limited the effectiveness of social as a conversion channel. 

In addition, we found that the best‑performing ads were not always being used, even though the creative accounted for between 47% and 70% of the impact (various sources including Nielsen Catalina, 2017, Think with Google – ABCD of Effective Creative, and Meta & Analytics Partners – The Role of Creative) contributes to the overall sales result. 

The Solution

We restructured the entire social channel on Meta according to the See‑Think‑Do model, with content, copy, and campaign objectives carefully aligned for each phase. The key innovations:

• Conversion‑driven advertising: Do‑phase campaigns were given a clear lead‑generation objective instead of generic engagement or reach goals. In addition, standard tracking settings such as server‑side tracking were implemented so Meta could optimize more effectively.
  
• Smarter use of the algorithm: All placements were combined into a single ad set so that the algorithm could optimally determine where the content performed best.
  
• Creative iteration:Finally, it was crucial to always show the right creative to the right person. For this reason, the creative iteration program was introduced. In this program, different types of content were tested in a dedicated test campaign, and the best‑performing ads (winners) were moved to the main campaigns. These creative formats were then further integrated to prevent ad fatigue. 

This approach was innovative because, for the first time, creative effectiveness was tested broadly and in an algorithm‑driven way. The focus was not on micro‑segmentation, but on finding winning formats that could be scaled across the entire funnel.

Example: Creative Testing Program 

Results

The new approach had an immediate impact:

• Leads increased by +464
• Costs per lead decreased by -74%
• Reach grew by +185%
• CPM decreased by -36%

“The new structure and focus on creative effectiveness have made Meta a serious conversion channel for us. The difference from before is huge — we are now getting real results from social.”
Daniël Muller — Head of Growth Kees de Boekhouder

Next steps

The next phase will focus on further developing creative testing so that even more scalable formats can be deployed. Currently, a relatively large amount of “user‑generated content” is already being used, but the ambition is to scale this up even further, potentially using AI.

In addition, a link has been made between HubSpot and our attribution platform BillyGrace, so that in the future we can also optimize for actual customers. This will help us avoid irrelevant hooks that generate many leads but no sales. 

Smartly, an advanced technology platform, offers advertisers the capabilities they need for more complex campaign setups within Meta. This way, you can get more out of your social media campaigns and take performance to the next level.

What is Smartly?

Before we dive into why Smartly is so valuable, it’s important to understand what it is. Smartly is an advanced advertising platform that allows advertisers to manage and optimize digital ad campaigns more effectively and efficiently. It uses AI and machine learning to personalize ads and optimize them for maximum impact. Smartly easily connects with Meta Business Manager, making it highly accessible, although it still requires a certain level of expertise. Smartly is more complex than Meta itself, so it’s crucial to have the right people in place to get the best results.

What Are the Benefits for Your Performance?

1. Advanced Targeting and Personalization: Within the Meta advertising ecosystem, reaching the right audience is critical, even when broader targeting is used. Smartly offers advanced targeting capabilities based on demographics, behavior, interests, and even purchase intent.
2. Dynamic Advertisements: While Meta only allows static ad formats, Smartly enables advertisers to create dynamic ads where the content automatically adapts to the user’s characteristics and interests. This is especially valuable for (retail) advertisers, as it allows them to showcase products that are highly relevant to each individual consumer, for example, through retargeting based on product views or using countdowns within ads. Do keep in mind that you can have a maximum of 1,000 dynamic ads live in your account.
3. Optimization at Scale: In digital marketing, automation is a key growth driver, and Smartly is no exception. The platform uses automated optimization techniques to constantly monitor and adjust campaigns based on performance data. This allows advertisers to spend their budgets more efficiently and drive better results. A great example of this is the use of budget pools, which enable smarter allocation of spend across campaigns.
4. A/B Testing and Insights The Smartly platform offers extensive A/B testing capabilities, allowing advertisers to test different elements of an ad to determine which version delivers the best results. This empowers them to continuously refine and optimize their creative strategies based on concrete, data‑driven insights.

Why Wouldn’t You Use Smartly for Performance?

Looking at the benefits of Smartly, it’s easy to see why it can be an attractive choice. However, it’s worth noting that Smartly is a relatively costly tool. Once you link your Meta ad account to Smartly, you’ll pay a fee on all ad spend, regardless of whether you actively use its features. (Tip: consider using one account for Smartly campaigns and another for regular campaigns.) That’s why it’s important to clearly assess the added value Smartly delivers. In most cases, this comes down to performance improvements and time savings. If these benefits justify the cost, Smartly can be a valuable addition to your regular social platforms. Need help making the right choice? We’re happy to support you, contact us for an audit.

Data Storage and Privacy on TikTok and Meta: Is Social Media Marketing Safe?

TikTok is known for controversies around data protection and privacy. Owned by the Chinese company ByteDance, there are concerns about where user data is stored and who can access it. While TikTok claims to store user data outside China and safeguards privacy, risks of data leaks remain. Several governments have advised against or even banned TikTok use. 

Meta, on the other hand, has faced its own privacy challenges but has implemented stricter data protection measures. The company aims to give users more control over their data and offers options to delete or restrict data. Meta has also announced plans to implement end-to-end encryption for its messaging services. However, recent hefty fines in Europe show ongoing challenges, particularly related to transferring personal data to the United States, which conflicts with GDPR regulations.

As you can see, both platforms have issues handling user data safely. Advertisers must carefully consider whether and how to share data with these platforms. Draft Digital cannot give a hard recommendation but suggests advertisers ask themselves important questions:

• Are you comfortable with your data possibly being shared with China and the U.S.? Is it worse if it goes to China?
• How can you share data with these platforms as securely as possible? Consider options like Customer Match versus Server-Side Tagging (Conversion API).
• Is it essential to use pixels that send personal data to these platforms? 

Differences in Social Media Marketing Audiences on TikTok and Meta

TikTok has grown enormously popular over recent years, especially among younger users. Known for short, creative videos, TikTok boasts an active and engaged community, mainly aged 16-24. However, it’s a misconception that only this group uses the platform; users up to around 45 years old are also active. 

Meta has a broader audience reach. Facebook and Instagram, Meta’s flagship platforms, attract a diverse user base of various ages and demographics. They offer a more established social experience — sharing photos, connecting with friends and family, and following news and interests. However, Facebook is losing younger users, who often migrate to TikTok or Snapchat. Instagram is still growing but struggles with younger demographics, which are also shifting toward TikTok.

Therefore, enriching the social media mix is increasingly important. In the past, a Meta-only campaign could reach the entire target audience. Today, using both TikTok and Meta is often necessary, especially when targeting younger groups.

Performance on TikTok and Meta

TikTok is famous for fast, entertaining video content. Its algorithm shows users content based on preferences and interests, creating an engaging user experience. High engagement levels make TikTok ideal for advertisers aiming to connect their brand with audiences. Make sure to tailor your content specifically for TikTok rather than repurposing generic campaigns. TikTok is also expanding with features like TikTok Search, making it increasingly attractive for performance campaigns.

Meta has built a solid reputation as one of the largest social media platforms globally. It offers features such as posts, photos, videos, group chats, and events. With vast data collected via pixels, Meta excels at running performance-driven campaigns. Meta even recommends targeting broad audiences to let their system find the right people, sometimes outperforming advertisers themselves! Meta is also developing awareness campaigns, like adding Reels, which closely resemble TikTok. 

Conclusion

TikTok and Meta differ significantly in data storage and privacy, audience, and performance. TikTok appeals to a younger user base with creative short videos, while Meta has broader reach and a more established presence. Both platforms face privacy challenges, making it vital for advertisers to make informed decisions about data sharing. Users should also consider their own privacy preferences when choosing platforms. Since these are complex decisions, Draft Digital is here to help you consider your options. While we can’t make the choice for you, we can guide you through it. Ready to start advertising or need help deciding? get in touch with us .

Reaching an Engaging Young Audience with Snapchat Ads

Snapchat has a strong presence among young users, especially millennials and Generation Z. This audience is difficult to reach through traditional channels like TV and print. Additionally, many young users are moving away from platforms such as Instagram and Facebook. By being active on Snapchat through Snapchat ads, you can communicate directly with this young demographic and present your brand in an authentic and relevant way. With over 500 million active users worldwide, Snapchat is a powerful platform to increase brand awareness and attract new customers. In the Netherlands, Snapchat is even the second-largest social platform among 15 to 19-year-olds. This research was conducted by Marketingfacts and can here it here

Augmented Reality (AR)

Snapchat ads are known for their innovative use of augmented reality (AR). With features like lenses and filters, users can enjoy interactive and fun experiences using their camera. As an advertiser, you can leverage these AR capabilities to create engaging and creative ads that capture users’ attention. For example, AR lenses allow you to create virtual try-on experiences with products, enabling users to see how they look with your product in real time. L’Oréal was an early adopter of AR and saw high engagement as well as increased conversions. Below is an example of how Adidas uses this technology.

High-Quality Video with Sound Enabled

Another powerful aspect of Snapchat is its focus on video content. Users spend an average of 30 minutes per day on the platform and watch billions of videos daily. What makes Snapchat ads unique is that videos automatically play with sound enabled, giving advertisers the opportunity to create impactful video ads that capture attention. With the ability to create vertical videos tailored to the mobile user experience, you can tell your story in an engaging way and convey your brand’s emotion. Since the sound is on by default, you can deliver your message more effectively, which is a key unique selling point. In contrast, Meta’s content is often viewed without sound, although this is changing with the growing focus on Reels.

Be Where Your Target Audience Is!

As an advertiser, it’s important to be present on platforms where your target audience is active. With Snapchat, you have the opportunity to reach a young and engaged audience while leveraging AR technology and high-quality video content. Advertising on Snapchat helps increase your brand awareness, engagement, and conversions. Additionally, Snapchat is currently relatively affordable compared to other social platforms like Meta.

Conclusion

However, it’s important to follow a strategic approach when advertising on Snapchat. Make sure you understand your target audience, create creative and engaging content that resonates with Snapchat users, and utilize the available targeting options to reach the right people with your ads. From experience, using typical advertising content does not boost performance. Instead, aim to produce authentic content that fits the platform. 

In short, with its valuable young audience, AR capabilities, and focus on high-quality video content with sound enabled, Snapchat is a platform advertisers should not overlook. By starting to advertise on Snapchat now, you can present your brand in a unique way and benefit from the engagement and potentially high conversions the platform offers. Want to advertise on Snapchat too? Then get in touch with us .

Within your social media strategy, it’s becoming increasingly difficult to determine the value of tactics. Measuring post-view conversions is getting harder due to prevention techniques like ITP, and it’s not possible to compare your impact across the entire media mix. Additionally, incremental uplift is becoming more important for clients. As a result, measuring impact the ‘traditional’ way is no longer viable.

But how do you effectively measure the impact of your social media strategy? Ideally, you want to measure incremental effect for media. This can be done in various ways, but an easy option is a Conversion Lift Study. In this blog, we dive deeper into what Meta’s Conversion Lift Study is, why it’s so valuable for advertisers, and what is needed to get the most out of it. This way, you can improve your social media strategy and buying.

What is a Conversion Lift Study?

A Conversion Lift Study is a tool that enables advertisers to measure the causal effect of their ads on conversions. Instead of only looking at ad performance based on clicks or views, this study offers a scientific approach to understand which ads truly drive valuable actions like purchases, sign-ups, or app installs. Through in-depth analysis, the Conversion Lift Study compares a group exposed to the ads (exposure group) with a similar group that wasn’t exposed (control group).

Benefits of Conversion Lift Studies

1. Accurate and objective measurement

Conversion Lift Studies provide accurate and objective measurements of ad effectiveness. Rather than relying on subjective observations, this method uses a scientific approach to establish the causal impact of ads. This helps marketers better understand which ads genuinely contribute to business growth. Unlike post-view or post-click CPA, Meta’s Conversion Lift Study measures scientifically proven incremental uplift, making it independent of cookie-based attribution.

2. Insight into incremental lift

One of the most valuable aspects of Conversion Lift Studies is the insight into incremental lift, the additional conversions generated by showing ads to a specific audience. This allows advertisers to better evaluate ad value and make smarter budget allocation decisions. Since this measures true incremental impact, it makes sense for advertisers to increase budgets when positive results are proven. Regular attribution within Meta can sometimes be misleading in this regard.

3. Optimization of advertising tactics

With data and insights from Conversion Lift Studies, advertisers can optimize their tactics. By understanding which ads are most effective at driving conversions, marketers can refine campaigns and maximize their advertising investments. This could include adjusting bidding strategies or targeting parameters.

Requirements for a Conversion Lift Study

1. Sufficient data

Reliable results require sufficient data. Make sure you have enough conversions and ad impressions in both the exposure and control groups to achieve statistical significance.

2. Clearly defined objectives

Set clear objectives for your Conversion Lift Study. What exactly do you want to measure and which conversion actions matter for your business? Clear goals help interpret results accurately.

3. Proper tracking implementation

For Meta’s Conversion Lift Study, having your tracking in order is crucial. Since total site or app impact is measured, all platform data should be sent back via the Conversion API using a server-side integration (learn more in this blog,) A high ‘value’ in the Conversion API is important, which often increases when sharing personally identifiable information (PII) like email addresses. Ethically evaluate which data you want to share with Meta.

Conclusion

Meta’s Conversion Lift Studies are a valuable tool for advertisers serious about measuring ad effectiveness. With a scientific approach, these studies provide accurate metrics and valuable insights into incremental ad lift. By investing in Conversion Lift Studies and implementing the required data and tracking properly, advertisers can strengthen their ad strategies and achieve better digital marketing results. At Draft Digital, we emphasize learning from campaigns and therefore highly recommend Meta’s Conversion Lift Studies.

Want to read more blogs like this? Subscribe to our newsletter.

In the fast-paced world of digital marketing, few areas evolve as quickly as social media. The role of a social media manager has changed dramatically over the past years. Where Facebook and Instagram, both under the Meta umbrella, once dominated, today’s social media managers face a very different landscape. Let’s explore the key shifts that have transformed this role into what it is now.

The Expansion of the Social Media Platform Portfolio

The era in which Facebook and Instagram were the largest social media platforms is behind us. The rise of platforms like Snapchat, TikTok, as well as Pinterest, X (formerly Twitter), and LinkedIn, has changed the playing field. For social media managers, this means they must expand their focus and expertise to include these new platforms. The diversification of platform choices requires a broader understanding of the different target audiences, content styles, and algorithms that characterize each platform. The significant growth of these other platforms is also reflected in this research.

Content Strategies for Different Platforms

One of the most striking changes in the role of social media managers is the need to understand which content performs best on each platform. TikTok, for example, thrives on short, user-generated videos that quickly capture users’ attention. In contrast, Facebook and Instagram tend to focus more on visual storytelling. These differences require social media managers to master multiple content strategies to be effective across various platforms. Content is one of the key drivers of success in social media. There is only a very short time to grab the user’s attention, and users always have the option to skip content. This is different from online video platforms like YouTube or KIJK.

The Increasing Technical Requirements for Social Media Managers

The technical side of social media marketing is becoming increasingly important. One of the challenges social media managers now face is the growing complexity of tracking and, consequently, analysis. With privacy regulations and algorithm updates, it is becoming harder to measure and optimize campaign effectiveness. Social media managers therefore need to develop a deeper understanding of how tracking works and how to interpret this data to make strategic decisions. Here are some questions you might want to ask your social media manager:

• How does server side tagging work? You can read about the difference with client side tagging here.
• What is the impact of iOS updates on the measurability of Meta campaigns?
• Why is using a conversion lift study interesting for us?

From Performance Campaigns to Awareness Channels

In the past, social media marketing primarily focused on performance campaigns aimed at generating leads, conversions, and ROI. However, platforms like TikTok and Snapchat have opened doors to new opportunities as awareness channels. These platforms are especially suited for increasing brand awareness and engaging audiences in a more creative and informal way. As a result, social media managers need to adapt their skills and training to understand how to effectively use these platforms for brand promotion.

Owned and Paid

Although social media managers are often trained as either paid or owned managers, it is important to understand that consumers see little to no difference between owned and paid advertisements. Therefore, try to ensure that both align seamlessly with each other.

Training of Draft Digital Social Media Managers

At Draft, we strongly believe in social media, provided the channel is used correctly. A decisive factor in this success is the quality of the social media manager, making training even more important. Broader knowledge beyond just social media is required. At Draft, we understand the importance of this process and adopt a holistic approach to effectively train and develop our social media managers. Here are some key steps and considerations we take to achieve this:

1. Thorough Platform Knowledge: At Draft, we build a strong foundation by ensuring our social media managers have deep knowledge of all major social media platforms, including the latest features and updates. We enable social specialists to spend enough time diving deeper into these platforms. Additionally, spending time with account managers from Meta, TikTok, and others helps, as they have insight into new beta features that drive innovation.
2. Technical Training: We recognize the growing importance of technical knowledge and therefore offer comprehensive training focused on understanding tracking, analytics, and the technical aspects of social media advertising. Our social media managers take courses on using tools such as Google Analytics 4 and the Conversion API.
3. Owned or Paid: To build a strong foundation, we encourage our social media managers to specialize first in owned media (organic content, community management) or paid media (advertising campaigns) before embracing the full breadth of the field. This helps them develop deep expertise. This way, you truly add value. Of course, there are also social strategists who can define the entire social direction.
4. Test & Learn Culture: At Draft, we place great value on practical experience. Our social media managers are encouraged to manage real campaigns, create content, and experiment with different strategies. We believe that learning from real situations is the key to sharpening their skills and effectively responding to market changes.
5. Continuous Education: We understand that social media never stands still. Therefore, we encourage our social media managers to stay up-to-date with trends and developments by participating in webinars, conferences, and following leading social media blogs and publications.

At Draft, we are committed to developing well-trained social media managers who are equipped to excel in the ever-changing world of social media marketing. This way, we can also add performance value to your brand. We achieve this within just a few weeks. Want to learn more? Then get in touch with us .

The Conversion API is an alternative method for tracking conversions on Meta platforms such as Instagram and Facebook, alongside the familiar Meta pixel. While the pixel operates based on browser cookies, the Conversion API utilizes server-to-server communication and tagging. This means that conversion data is sent directly from the advertiser's server to Meta, without involving the browser. This approach offers several advantages, including improved reliability, accuracy, and privacy protection.

One of the key benefits of the Conversion API is the improved reliability of tracking conversions. Unlike the pixel, which relies on cookies, faces development constraints such as iOS 14.5, and is affected by browser settings, the Conversion API is less susceptible to these factors. As a result, conversions are measured and reported more accurately, providing advertisers with better insights into the effectiveness of their ad campaigns. Additionally, this gives Meta better visibility to optimize your campaigns using its robust algorithm, allowing Meta to reach the most effective audience.

Another benefit of the Conversion API is the ability to collect valuable data that is not available through the pixel. With the API, advertisers can send data about specific actions or events occurring on their servers, such as purchases, leads, or subscriptions. This enables advertisers to conduct more in-depth analyses and gain deeper insights into the behavior and preferences of their audience. It means that advertisers can send additional information to Meta, such as offline store purchases, returns, or expected customer value. As a result, the Meta algorithm is enriched with more data, leading to improved performance. Additionally, it enables retailers to run omnichannel performance campaigns via Meta.

Furthermore, the Conversion API also provides enhanced privacy protection. Since the data is sent directly from the server, there is less risk of data breaches or unauthorized access to user information. This contributes to better data security and helps advertisers comply with increasingly stringent privacy rules and regulations. Of course, it is still important for advertisers to determine which data they share with Meta. Recently, Meta received a fine for transferring European data to the EU ((link)). So always consider which data is being shared and always think about the end user.

Implementing the Conversion API requires relatively high technical expertise and integration with the advertiser's server. However, it's worth investing in this tagging method, considering the benefits it brings, including improved performance. By using the Conversion API, advertisers can gather more reliable conversion data, conduct more in-depth analyses, and set up more effective advertising campaigns.

In conclusion, Meta's Conversion API offers advertisers a valuable alternative for tracking conversions on Facebook. With improved reliability, accuracy, and privacy protection, this tool enables advertisers to achieve better results and set up effective advertising campaigns. Implementing the Conversion API may require a relatively time-intensive effort, but it is crucial for enhancing performance within Meta.

If you want more information about Server Side Tagging and how it can be implemented, please get in touch with us .

How do Advantage+ Campaigns work?

Advantage+ Campaigns use machine learning to target your products at the most effective places. They consider several factors, such as:

• The search terms people use to search for your products
• The interests of people
• The location of people
• The device people are using

The main difference between ASC campaigns and regular campaigns is that targeting based on the ‘user’ is no longer standard. This means Meta does all the ‘searching’ for you and automatically finds the most relevant audiences. Pretty convenient!

Pros and cons of Advantage+ Campaigns:

A major advantage of Advantage+ Shopping Campaigns is that it often leads to increased campaign performance, which is of course crucial. Additionally, you require less time to set up, optimize, and report on campaigns because everything is automated. While this sounds great, there are also drawbacks.

Because Meta is largely in control of the campaign process in ASC campaigns, there is little room for optimization. If campaigns underperform, there are few options for optimizing them. Adding new creatives can be a solution in such cases.

Furthermore, it's difficult to assign value to certain audience segments. Some segments, like current customers, may convert more easily. Meta may therefore allocate a significant portion of the budget to these segments. However, these segments might already be converting. Make sure to set limits on how much budget goes to these segments if necessary.

Another limitation is that through the interface, it's only possible to optimize for sales and not for revenue. As a result, the algorithm might adjust more quickly towards cheaper products, potentially resulting in a lower return on ad spend (ROAS).

Lastly, it is not ‘standard’ to exclude placements, which means your ads may also run on the Audience Network. This is not always desirable for advertisers.

And does it work?

We have conducted several campaigns for non-retail clients. Therefore, we had limited impact from the drawbacks, although there are quite a few. We saw good performance compared to other campaigns, so that's positive. On the other hand, you do notice that you don't want to fully transition to this way of working. You lose complete control and don't have a plan B if things don't go well anymore. For that reason, we definitely recommend testing with ASC, but not to focus entirely on this product.

If you’d like to discuss this without any obligation, feel free to get in touch with us. get in touch with us .