Meta diversification · AMP
Recommendation
Summary · generated
AMP's most urgent gap is media formats, where adherence sits at just 16.7. Prioritise running static and video assets within the same campaigns, and produce the missing aspect ratios: 1:1 and 9:16, alongside 4:5, so creative renders natively across surfaces. Next, address creative approach at 50: there is clear whitespace for creator-led, UGC, and Language-of-Reels content, which neither AMP nor the category currently exploits. On messaging at 69.8, all creative is rational or mixed, so add emotional-benefit angles to complement the existing proof-led work. Best practices sit at 50, with no specific gaps flagged. Note that placement adherence is not observable from the creative library, as delivery surfaces are not visible in BigDatr; verify that Advantage+ placements are enabled directly in Ads Manager to maximise reach.
Message
Gaps
- • No purely emotional creative; all rational/mixed.
Actions
- → Add emotional-benefit messaging alongside the rational/proof angle.
Media Formats
Gaps
- • Not mixing static and video.
- • Missing aspect ratio(s): 1:1, 9:16.
Actions
- → Run static AND video in the same campaigns (Meta: mixed assets).
- → Produce 1:1, 9:16 cuts (Meta: 1:1, 4:5, 9:16).
Creative Approach
Gaps
- • No lo-fi / UGC / creator-led creative (nor does the category).
Actions
- → Test creator-led / UGC / Language-of-Reels content (Meta: Lo-Fi). Clear whitespace here.
Placement
Gaps
- • Placement/Advantage+ and delivery surfaces (Feed/Stories/Reels/Search) are not visible in BigDatr.
Actions
- → Verify Advantage+ placements are enabled in Ads Manager (Meta: maximise reach).
Best Practices
Adherence reflects only what's observable in the creative library. Placement (Advantage+, delivery surfaces) and sound-off design are not visible from BigDatr. Verify in Ads Manager.