Independent media agency Half Dome co-hosted a seminar this week with Meta on the state of advertising on social platforms.
Held at Half Dome’s new offices in Richmond, the keynote panel included: Meta agency partner Ellie-Ann McDonald; Half Dome co-founder and head of digital Joe Frazer; 28 by Sam Wood CMO Tim White; Meta account manager Becky Odams.
Frazer said the convergence of paid media and organic and influencer marketing is a topic the agency has been discussing at great length.
“If there is one take away from today for our clients and the industry it’s this - a cultural shift is required in many organisations to unlock volume within social platforms," he said.
"And make no mistake, volume should be your first priority. Our client Tim White at 28 by Sam Wood summed it up perfectly - don’t leave creative on the cutting room floor, lean into the concept of disposable creative.
“The cold hard facts are, if you are doing social creative well the auction dynamics are such that the underlying price of media can be 60% cheaper than not. For big businesses spending millions of dollars in these environments, there’s simply too much at stake to not be proactive.”
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