Brands spend more on interest audiences

from The Readout - July 2023

Introduction

Spend for interest-based targeting has increased by 41% QoQ and 22% YoY. These ads delivered better ROAS than other audiences, with 9% higher ROAS than broad and 44% higher than lookalike.

One theory is is that, as interest behaviour is on platform, Meta is more accurate at targeting here. Many brands have also shifted their strategies to broad since iOS 14, meaning CPM is 71% more expensive for broad when compared to interest. Additionally, there is a powerful opportunity with interest to deliver more relevant creative.

+41% increase in spend for interest audiences QoQ

Brands spend more on interest audiences

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The Readout - July 2023