E046: Matt Bertulli: Is Meta Still Incremental? How Paid Media is Changing & Scaling Beyond Facebook Ads

Today we are joined by a member of the Operators family, Matt Bertulli, CEO of Pela Case and Lomi, to talk all things marketing. Jumping off fromSean Frank’s tweet questioning if meta is still incremental, we get deep into the nuance of paid media and how it’s shifting, the increasing challenges of reaching new customers on Meta, and why the old playbooks don’t work anymore. We also discuss scaling beyond meta and reallocating budget to TV, YouTube and strategic partnerships to drive new customer acquisition, what content tends to make for the best ads, how to measure long-term impact and where performance marketers are getting it wrong, and much more.If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv600:00 Introduction02:52 E-commerce Advertising Trends for 202505:51 Navigating the Challenges of Meta Advertising08:55 The Role of Incrementality in Meta Advertising11:46 Understanding Meta's Advertising Dynamics15:12 The Future of Meta Advertising and Brand Strategies30:29 Understanding Meta's Impact on Marketing Strategies36:12 The Shift from Purchase to Brand Awareness42:54 Reevaluating Marketing Objectives in a Changing Landscape49:49 The Convergence of Content and Advertising54:30 Exploring Non-Meta Marketing Channels01:01:08 Understanding Audience Awareness and Engagement01:04:50 Channel Diversification and Media Mix Strategy01:10:09 Influencer Marketing as a Scalable Strategy01:14:57 Evaluating Influencer Partnerships01:17:51 The Role of Post-Purchase Surveys in Marketing01:20:45 Creative Collaborations with Influencers01:23:27 Testing and Optimizing Marketing StrategiesOperators Exclusive Slack: https://join.slack.com/t/9operators/shared_invite/zt-2tdfu426r-TepSHJP~evAyDfR29U2qUwPowered by:Motion.⁠⁠⁠https://motionapp.com/pricing?utm_source=marketing-operators-podcast&utm_medium=paidsponsor&utm_campaign=march-2024-ad-reads⁠⁠⁠https://motionapp.com/creative-trendsPrescient AI.⁠⁠⁠https://www.prescientai.com/operatorsRichpanel.⁠⁠⁠https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdescNorthbeam.https://www.northbeam.io/Subscribe to the 9 Operators Podcast here:https://www.youtube.com/@Operators9Sign up to the 9 Operators newsletter here: https://9operators.com/