Marketing Operators

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

Feb 11, 2025

Matt Bertulli, CEO of Pela Case and Lomi, shares his expertise in sustainable e-commerce. He discusses the declining effectiveness of Meta ads and why traditional playbooks no longer apply. The conversation shifts to diversifying marketing strategies, including reallocating budgets to TV and YouTube for better customer acquisition. Bertulli emphasizes the importance of adapting content for ads and the need for performance marketers to rethink long-term impact measurement in a rapidly changing digital landscape.

01:29:48

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Episode guests

Matt Bertulli

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Episode notes

Podcast summary created with Snipd AI

Quick takeaways

The increasing complexity of reaching new customers on Meta highlights the need for brands to adapt their marketing strategies and explore diverse advertising objectives.

Diversifying marketing budgets towards platforms like TV and YouTube is essential for overcoming the limitations of Meta advertising and engaging new audiences.

Creating compelling, tailored content that resonates with consumers is crucial for improving engagement and driving successful advertising campaigns across multiple channels.

Deep dives

Importance of Team Retreats

Annual team retreats play a crucial role in fostering relationships and collaboration among team members. The organization mentioned conducts these retreats once a year, bringing together both domestic and international staff, creating a global event atmosphere. These retreats balance productivity and leisure, enabling teams to engage in discussions about future initiatives while also participating in recreational activities, enhancing camaraderie. The focus remains on building relationships rather than simply getting work done, creating a sense of trust and understanding that translates to productivity in remote work.

Intro

2min

Enhancing Paid Media Strategies with Research Insights

6min

Navigating Challenges in Multi-Brand Management

16min

Navigating the Changing Landscape of Media and Advertising

5min

Navigating Meta's Advertising Challenges

11min

Navigating Brand Marketing in a DTC World

6min

Adapting to the Digital Landscape

17min

Navigating Paid Media Strategies and Channel Diversification

5min

Effective Customer Targeting Strategies

21min

10.

Exploring Profitability Challenges in Direct-to-Consumer Models

2min

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.

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00:00 Introduction

02:52 E-commerce Advertising Trends for 2025

05:51 Navigating the Challenges of Meta Advertising

08:55 The Role of Incrementality in Meta Advertising

11:46 Understanding Meta's Advertising Dynamics

15:12 The Future of Meta Advertising and Brand Strategies

30:29 Understanding Meta's Impact on Marketing Strategies

36:12 The Shift from Purchase to Brand Awareness

42:54 Reevaluating Marketing Objectives in a Changing Landscape

49:49 The Convergence of Content and Advertising

54:30 Exploring Non-Meta Marketing Channels

01:01:08 Understanding Audience Awareness and Engagement

01:04:50 Channel Diversification and Media Mix Strategy

01:10:09 Influencer Marketing as a Scalable Strategy

01:14:57 Evaluating Influencer Partnerships

01:17:51 The Role of Post-Purchase Surveys in Marketing

01:20:45 Creative Collaborations with Influencers

01:23:27 Testing and Optimizing Marketing Strategies

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https://motionapp.com/creative-trends

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https://www.prescientai.com/operators

Richpanel.⁠⁠⁠

https://www.richpanel.com/?utm_source=MO&utm_medium=podcast&utm_campaign=ytdesc

Northbeam.

https://www.northbeam.io/

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Marketing Operators

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

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

Importance of Team Retreats

Evaluating Ad Strategies for E-commerce

Navigating Meta's Incremental Reach Challenges

Balancing Strategy Between Channels

Emphasizing Content and Engagement

Leveraging Influencer Partnerships

Remember Everything You Learn from Podcasts