The methodology- 60 x IDI’s
Meta
"Meta gained a deeper understanding of how their advertising tools, such as Meta Ads Manager, are used in practice, and where media buyers face barriers."
Introduction
Meta engaged FG Connect to conduct a market research study focused on media buyers in the EMEA and US markets. The goal was to better understand how businesses use Meta Ads, Google Ads, TikTok Ads, and Amazon Ads, particularly within the e-commerce vertical. Meta sought insights into how these media buyers navigate the advertising platforms and their overall advertising behaviours, as well as challenges related to managing ad accounts.
Specifications
This project required the recruitment of media buyers who actively use Meta Ads Manager, with a focus on those who have integrated tools such as Pixel and/or CAPI. Respondents needed to represent a natural distribution of high and low advertising spend. The study also aimed to include a mix of media agency buyers and in-house teams to provide a balanced perspective. It was also important to ensure that participants came from diverse demographic backgrounds to offer a comprehensive view of the market.
During the research, participants were asked to discuss their experiences with advertising platforms and demonstrate their approach to managing ads. Tasks included showing how they interact with Meta Ads Manager and discussing key challenges they face in optimizing campaigns.
Results
The study revealed important insights into the behaviour of media buyers, particularly in the e-commerce sector. Meta gained a deeper understanding of how their advertising tools, such as Meta Ads Manager, are used in practice, and where media buyers face barriers. This allowed Meta to identify opportunities for improving their platform and to address the unique challenges faced by their users.
Through FG Connect’s rigorous recruitment and screening process, Meta was able to obtain high-quality, actionable insights that will help them enhance their advertising solutions and better support media buyers globally.
