Marketing is entering a new era. The most successful digital marketing strategies for 2026 are powered by trust, creativity, and automation that actually perform. From AI in marketing to content and influencer marketing trends, 2026 will demand precision, transparency, and better measurement across every channel.

Looking Back at 2025 — What Actually Happened

Before we map 2026, a quick reality check on what shaped 2025:

• Authenticity won out. Micro- and nano-influencers consistently beat celebrity blasts on engagement and trust.
• Retention rose in priority. With higher media costs, teams invested more in loyalty, re-purchase flows, and win-backs.
• First-party data moved centre stage. Brands built stronger collection points (quizzes, forms, loyalty) and cleaner pipelines for segmentation and measurement.
• Ad mixes diversified. Marketers tested CTV, native, and commerce media to reduce reliance on a single walled garden.
• Content met commerce. Shoppable video and live formats shifted from pilot tests to everyday tactics.
• AI entered production. Generative tools sped up creative and copy, while ethics and disclosure became part of the brief.

Why it matters for 2026: these outcomes set today’s baseline. The job now isn’t to “try” them — it’s to systemise, measure, and scale them with better data, AI oversight, and clearer ROI guardrails.

Here’s what every marketer should prioritise now:

1. Influencer Marketing 2026: The Creator Economy Matures

Micro- and nano-influencers remain highly effective for trust and niche relevance. In 2026, brands will increasingly combine them with larger creators who bring scale alongside performance measurement.

How to make it work:

• Use creator marketplaces (e.g., Collabstr, TikTok Creator Marketplace, Meta tools) to identify high-engagement talent.
• Structure partnerships over 6-12 months with specific KPIs tied to outcomes like repeat purchase or new signup.
• Integrate influencer content into the overall performance marketing strategy for full-funnel visibility.

2. Digital Marketing Strategies 2026: Loyalty Outperforms Acquisition

With rising media costs and data limitations, retention and loyalty are becoming as important as new-customer acquisition.

Action steps:

• Develop loyalty programs and automated flows to increase repeat purchase rates.
• Use interactive content (surveys, quizzes, loyalty offers) to collect zero-party/first-party data for future targeting.
• Allocate budget with an eye toward lifetime value and re-engagement, not just initial conversion.

3. Performance Marketing Trends 2026: Privacy, First-Party Data & Clean Rooms

Third-party cookies are no longer the sole focus — performance marketers now must build robust first-party data ecosystems and privacy-safe infrastructure.

Key strategies:

• Create interactive data capture methods (quizzes, gated content, loyalty sign-ups).
• Enable clean-room partnerships (e.g., using AWS Clean Rooms or Snowflake) to link data while respecting privacy.
• Shift from granular third-party targeting to behavioural cohorts built on your own data assets.

4. Retail & Commerce Media Take Centre Stage

Retail media networks (RMNs) and commerce media channels are experiencing rapid growth and are expected to capture a larger share of ad spend in 2026. For example, worldwide retail media advertising was projected at $169 billion in 2025. 

What brands should do:

• Activate with major RMNs (Amazon Ads, Walmart Connect, Instacart Ads) while aligning with your performance funnel.
• Use retailer-owned data for remarketing and repeat purchases.
• Integrate RMN campaign outcomes into your measurement stack for incrementality and long-term value.

5. Content Marketing Trends 2026: Shoppable Everything

Content is no longer just storytelling — it’s commerce. Shoppable video, livestream shopping, and integrated commerce experiences will be must-haves in 2026. For example, experts estimate live commerce could account for up to 20% of e-commerce transactions by 2026.

What to test:

• Embed product links in videos and social posts (“Watch & Buy” formats).
• Host livestream shopping events with products, Q&A, and exclusive offers.
• Expand into CTV (connected TV) or second-screen video formats that allow direct product actions.

6. AI in Marketing 2026: From Tools to Agents

Generative AI is already widely used; in 2026 the focus turns to AI agents — systems that can plan, execute and optimize campaigns autonomously while remaining under human oversight.

Best practices:

• Use AI for creative generation, media testing and optimization workflows, but maintain human review for brand tone and trust.
• Be transparent: indicate when AI is part of your campaign creation (“Co-created with AI”).
• Combine AI insights with your own first-party data to personalize experiences authentically and ethically.

7. Optimising for AI Assistants & Voice Search

As AI-driven search (e.g., ChatGPT, Gemini, Perplexity) shapes user behaviour, marketers must optimise content for natural-language queries and FAQ formats.

Practical steps:

• Structure content with clear Q&A markup and long-tail phrases.
• Add FAQ schema to appear in featured snippets and AI answers.
• Prioritise helpful, human language over keyword stuffing.

8. Measurement Reset: Incrementality over Attribution

As ad channels fragment and data signals become more complex, measurement needs to evolve. Linear attribution is no longer enough.

How to adapt:

• Conduct incrementality tests (hold-out groups, geo tests) to isolate media impact.
• Adopt media mix modelling (MMM) alongside analytics that track creative fatigue and engagement decay.
• Build dashboards that tie performance back to lifetime value, not just last-click conversions.

9. Ad Spend Outlook & Media Inflation

Global ad spending is still growing, though at a moderating pace: recent forecasts indicate a rise of 7.4% in 2025 to ~US$1.17 trillion, and 8.1% in 2026 to ~US$1.27 trillion.

Implications for marketers:

• Plan for higher CPMs and longer learning curves for new channels.
• Emphasise budget flexibility, creative testing cadence, and channel diversification.
• Prepare media buying strategies that account for inflation and shifting mix (digital continuing to dominate).

Key Takeaways for 2026 Marketing

• Automate with clarity. AI agents powers are real — but transparency and human oversight build trust.
• Own your data. First-party data, clean-rooms and loyalty ecosystems are now foundational.
• Invest in commerce-enabled content. Shoppable video and retail media channels are expanding rapidly.
• Measure smarter. Incrementality, MMM and lifetime value tie campaigns to long-term impact.
• Stay agile. As performance marketing trends 2026 emerge, the brands that test, learn and pivot fastest will win.

Ready to dive deeper and truly transform your marketing strategy this year? Contact GeistM to see how we can help elevate your game in 2026 and beyond. Let’s make it a year to remember!

Welcome to the second quarterly roundup of GeistM’s Best Ads of 2025! After a strong start to the year, Q2 delivered even more bold ideas, fresh creative strategies, and unforgettable storytelling. 

From refreshing product launches to unexpected satire, these campaigns captured our attention — and kept us talking.

You know the drill: Each month, our team votes on the most impactful ads we’ve seen, selecting the ones that push boundaries, resonate emotionally, and set a high bar for the industry.

Here are our top picks for the Best Ads of Q2 2025 — the standouts that defined the season.

Best Ads of April – May 2025

Best Ads – Honorable Mentions: 

The Ordinary

This ad is brilliant because it uses a striking visual — a mountain of cash — to highlight the brand’s commitment to fair pricing. By rejecting celebrity endorsements, The Ordinary positions itself as transparent and consumer-first, showcasing their commitment to value and integrity.

Surreal Cereal

Similar to The Ordinary’s ad above, this ad for Surreal Cereal sidesteps expensive endorsement deals while still capturing attention. It uses the power of name recognition without actually using celebrities.

By featuring everyday people who happen to share names with global icons like Michael Jordan, Dwayne Johnson, and Ronaldo in their video, Surreal Cereal creates a humorous twist that’s memorable. The billboards quoting these “names” add a layer of satire, poking fun at traditional celebrity endorsements — which seems to be a trend at the moment!

It makes audiences do a double-take, talk, and share — everything great marketing is meant to do.

Best Ads of April – May: Runner Up

Lucky Energy Drink

This ad is another one that uses a loophole in a hilarious and refreshing way. By claiming to be the “#1 Energy Drink in New York*” and then immediately clarifying with the fine print “*On this truck,” it alludes to how brands often stretch the truth with flashy marketing claims. Like the Surreal Cereal campaign, it uses humor and honesty to stand out in a sea of exaggerated advertising — and that’s exactly what makes it so effective.

Best Ads of April – May: WINNER

Bebax Coffee 

View this post on Instagram

A post shared by BEBAX COFFEE | ?????? ???? (@bebaxcoffee)

This post by Bebax Coffee is the winner of GeistM’s Best Ad Contest for April/May! The video features a mesmerizing shot of rich coffee being poured directly over an Instagram caption, creating a visual that blurs the line between the screen and reality. It’s a unique, eye-catching edit that stands out in a sea of generic reels. The coffee itself looks delicious, but it’s the crisp ASMR of it filling the glass that really pulls you in — you can almost smell it, feel the warmth, and instantly crave a sip.

Final Thoughts

Thanks for checking out our roundup of the best ads from April and May! Come back next month for another round of standout campaigns from 2025. Ready to take your next campaign to the next level? Get in touch with us today!

Written by: Emma McHugh

The perfect ad is when your best friend shares a brand with you. It is decidedly not artificial. Even a hint of artificiality can impact the impression we form, and the last thing we want when considering a purchase is to feel duped. While the amalgamated wisdom of the Internet, packaged into something that interacts like a human, is a breathtaking tool, it’s not your friend.

If a chatbot tells me it likes Duff beer, I instantly know the emotion behind that statement isn’t genuine. It can’t have first-hand experience with beer. Sure, it might be funny to press the question further and ask if Duff is better than Bud. Google might tell me that AI thinks people guess the imaginary brand is modeled after a heavily hyped one. But, I’d think it’s more like PBR, as I project a few layers of depth onto The Simpsons’ humor. But at the core, AI’s emotions are not real; they are simulated.

AI has the prowess to plumb my inferences, but by the very definition of the word, it simply can’t be genuine. We can’t even know what’s truly genuine—it’s an emotion built from layers of trust, and that trust is what makes genuine advice so valuable when it comes to a product pitch.

The Quest for Genuine Advice: A Paradox in Marketing

What’s curious is that, while genuine pitches exist, we obsess over the perfect approximation of genuine pitches. The typical setup for TV ads involves a neighbor sharing sage advice to buy this or that product. It’s what marketers aspire to achieve—the organic recommendation. But here lies the problem, akin to the parable of Schrödinger’s cat: the act of inserting a pitch into a genuine conversation often negates the appearance of genuineness. Usually, this shift from “genuine” to “abhorrent” happens quickly. It’s a tension that’s been around for so long that it’s rarely questioned. AI represents the most extreme attempt at simulating genuineness, and while it has cost nearly as much as devising nuclear energy, it is sweeping through ad tech like a new messiah. But what if, instead of trying to simulate something real, we could actually be genuine?

Influencers: A Step Toward Genuine Transparency in Advertising

The rise of influencers challenges the stigma of pitches being inherently deceptive. We trust the presenter. We know they are being paid; this transparency relieves us from the fear of being duped. The influencer will likely refuse to promote a bad product to their hard-earned audience. This kind of transparency makes the conversation feel real, and in turn, it blesses the brand being promoted. Trust between the influencer and the audience is the key here.

The Creepy Side of Data-Driven Ads

So why do I see ads for things that have nothing to do with me when I read something posted online? Some ads might even be things I would abhor. The ad placement is based on data about the viewer that can be unsettling to think about, and it creates an unwelcome presence in an otherwise genuine exchange between people. Now, consider a different scenario: What if the author of that post had selected the brands that pay for the hosting service? In this case, the marketer would have made a partner out of the customer, and the transparency of that relationship would make the presence of ads feel like a genuine exchange. If it’s free, then I am the product, but that’s okay if I can choose the product I’m promoting.

The Market Dynamic: Reclaiming Control

Moreover, we could take this a step further. If advertisers paid the author directly instead of relying on algorithms to guess what scenario might unfold, we would shift away from data-mining tactics. Perhaps, if no one is willing to promote a product, that’s a good thing for the market. Pricing harmful products out of circulation signifies that the market is truly working for the benefit of the genuine buyers and sellers.

Maybe we shouldn’t underestimate the intelligence of the customer. One genuine ad is worth a thousand unwelcome pop-ups that attempt to guess my desires with data that should never have been gathered in the first place—unless you’re my friend.

GeistM: Where Transparency and Trust Lead the Way

What happens when AI gets a wallet? Selling to bots is not the same as selling to people. There’s a fundamental difference in how AI interacts with products versus humans, and we will need to reckon with the implications of AI-driven purchasing behavior as it becomes more common.

At GeistM, we believe in being genuine and transparent in everything we do. We don’t let AI speak for us, and we always ensure transparency and trust in our ads, campaigns, and content. 

We understand that consumers value authenticity, and we’re committed to providing it, without relying on algorithms or artificial communication. Our approach is rooted in building genuine connections with audiences, creating campaigns that feel human and trustworthy, and ensuring that our clients’ brands are represented with the integrity they deserve.

For nearly 30 years, online advertising has shaped the internet — for better and for worse. Since the first banner ads graced the pages of AOL, Yahoo, and Netscape, the industry has been in constant motion: innovating, growing, stumbling, consolidating, and recalibrating.

Early tactics were often crude, invasive, or even deceptive. And while regulation and standardization eventually brought order, the legacy of that messy beginning left behind deep scars — and deep skepticism. Today, the landscape is largely controlled by a few dominant platforms like Google and Meta. These players operate closed ecosystems that leave users disillusioned and marketers overwhelmed.

The Market Is Misaligned — and Everyone Feels It

Users don’t trust ads. They are over-targeted, underwhelming, and interruptive. While publishers and content creators — the people who make the internet worth visiting — see only a sliver of the revenue they generate, marketers are forced to navigate increasingly complex and opaque systems just to reach an audience.

The traditional model is broken. Facebook (Meta), Google, and Amazon collectively account for 60.4% of all digital advertising spend, which flows to tech conglomerates, while publishers scrape by. Entire industries have been built around optimizing for algorithms that change without notice. Black-box AI governs distribution. And marketers are expected to keep up, often without transparency or control.

But the Tide Is Turning

In recent years, we’ve seen cracks in the old foundation — and shoots of something new. As cookies disappear and privacy laws tighten, users are demanding more control. At the same time, their perception of advertising is evolving. Podcast sponsorships and influencer marketing have normalized open, honest brand integration. In fact, many users now prefer it. It’s a signal of authenticity, not intrusion.

Even subscription models — once reserved for giants — are pushing publishers toward more direct relationships with their audiences. While still inaccessible to many smaller players, these models prove that when users value content, they’re willing to support it. This is also where sponsored content proves its value — offering a scalable, authentic way to fund quality content while aligning with user expectations for transparency, relevance, and control.

The old playbook of tracking users across the web and plastering them with display ads is crumbling. Follow-me ads are falling out of favor. And studies show that saturating a page with the same ads actually hurts both user experience and campaign effectiveness.

A More Honest, Effective Ecosystem Is Emerging

We’re witnessing the beginning of a new era for online marketing — one grounded in trust, transparency, and collaboration.

At GeistM, we’ve seen firsthand how content-led strategies outperform the old spray-and-pray models. Instead of chasing clicks, we focus on building performance-driven creative and content that integrates naturally into the user journey. Our approach is grounded in partnerships: between marketers and our publishers, between brands and creators, and most importantly, between content and audience.

We believe the future belongs to those who can balance performance with integrity — and work with the market, not against it. It’s not just about cutting through the noise anymore. It’s about being invited into the conversation.

Collaboration, Not Competition

This shift doesn’t belong to us alone — and that’s the point. The companies driving this change may look like competitors on paper, but collectively, we form the counterweight to platform monopolies. This is not a call for government intervention or trust-busting. Market forces are already doing the work — and doing it better.

What we’re seeing is an unstoppable wave of progress. A freight train of innovation powered by creators, brands, and tech companies who believe the future can work better for everyone.

At GeistM, we’re proud to help lead this evolution. But we know the strength lies in the collective — a network of allies creating a more open, equitable, and effective marketing landscape.

A new year brings new opportunities in the advertising landscape, both exciting and challenging for brands on Meta platforms. With fresh trends emerging and others fading into the past, Q1 is a crucial period for businesses to recalibrate, sharpen their targeting, and make strategic, data-driven decisions that will define their road to success for the rest of the year.

At GeistM, we’re always tracking these shifts in ad performance, ensuring our clients have the latest insights to stay ahead of the curve. From the dynamics of key metrics like CTR, CPC, and CPM to the impact of new algorithm updates, our expert team is dedicated to identifying the trends that truly move the needle.

Here’s a look at the key Period-Over-Period (PoP) Meta trends our analysts have been tracking in Q1 of 2025:

• Mid January 2025
• End January 2025
• Mid February 2025
• End February 2025
• Mid March 2025

Mid-January 2025 (1st to 15th)

Meta CPMs

Key Takeaways:

• CPMs decreased by -36% during the first half of January 2025
• The Sports & Supplements vertical noticed the largest decrease of -50%
• None of our accounts noticed a rise in CPMs.

Meta CPCs

Key Takeaways:

• Our analysts noticed a -6% decrease in CPCs during this time
• The Fashion & Beauty vertical saw the most significant drop in CPCs of -18%
• The largest jump of +14% came from the Sports & Supplements vertical.

Meta CTRs

Key Takeaways:

• A -30% decrease in CTRs was noticed during the first half of January
• The Sports & Supplements vertical saw a substantial decrease of -57%
• Unfortunately, none of our accounts saw a rise in CTRs.

Here’s what our Senior Growth Analysts had to say about these changes:

“There were decreases in CPMs, CPCs, and CTRs. In fact, all verticals saw drops for CPMs and CTRs. We also noted that our Health & Wellness vertical needs to closely monitor campaigns as Meta is tightening restrictions, particularly around lower-funnel metrics.

As these changes roll out, brands in this space will need to be more strategic than ever in how they structure campaigns, optimize targeting, and navigate the evolving ad policies to maintain performance and efficiency.”

End January 2025 (16th -31st)

Meta CPMs

Key Takeaways:

• Our analysts noticed a +16% increase in CPMs during this period
• The biggest decrease in CPMs came from the Food & Beverage vertical at -5%
• On the other hand, the Sports & Supplements vertical noticed massive rise in CPMs at +33%.

Meta CPCs 

Key Takeaways:

• There was a +9% increase in CPCs during this period
• The Health & Wellness vertical saw a 3% drop in CPCs.
• A significant jump of +42% was noted in the Sports & Supplements vertical.

Meta CTRs

Key Takeaways:

• Analysts saw a +9% increase in CTRs during the second half of January
• The Health & Wellness vertical experienced an increase of +23%
• The most notable decrease (-7%) was in the Food & Beverage vertical.

Mid-February 2025 (1st -15th) 

Meta CPMs

Key Takeaways:

• Our analysts noticed a +4% increase in CPMs during the first half of February.
• The most significant decrease of -3% came from the Health & Wellness vertical.
• The Sports & Supplements vertical noticed the largest increase of +15%.

Meta CPCs

Key Takeaways:

• A decrease of -5% was noticed during the first half of February.
• The Sports & Supplements vertical saw the largest drop in CPCs of -35%.
• A noticeable increase of +24% came from the Health & Wellness vertical.

Meta CTRs

Key Takeaways:

• During the first half of February, our analysts noticed an +8% increase in CTRs.
• An incredible jump of +78% was seen by the Sports & Supplements vertical.
• A noticeable decrease of -21% was seen by the Health & Wellness vertical.

End February 2025 (16th – 28th)

Meta CPMs

Key Takeaways:

• Our analysts noticed a -3% decrease in CPMs during the second half of February.
• The Sports & Supplements vertical noticed the most significant decrease of -14%.
• The biggest rise of +55% came from the Health & Wellness vertical.

Meta CPCs

Key Takeaways:

• There was a +4% increase in CPCs during this period.
• The Health & Wellness vertical saw the largest drop of -11% in CPCs.
• A substantial jump of +19% came from the Fashion & Beauty vertical.

Meta CTRs

Key Takeaways:

• We noticed a -7% decrease in CTRs during the second half of February.
• An immense increase of +73% came from the Health & Wellness vertical.
• The most notable decrease of -19% came from the Fashion & Beauty vertical.

Here’s what Matthew, our Senior Analyst had to say about these shifts and what we need to look out for in the next few months… 

“There were slight decreases in CPMs and CTRs but a slight increase in CPCs PoP (period-over-period). The first day of Spring (March 20th) marks the beginning of seasonal messaging & content. And Easter Sunday Weekend (April 18-21st) is a time to spend time at home with family for over 30% of Americans, so make sure you manage your promotions and budget accordingly”

Mid March (1st-15th)

Meta CPMs

Key Takeaways:

• We noticed a +6% increase in CPMs during the 1st half of March.
• A large decrease of -15% came from the Health & Wellness vertical.
• A large increase of +21% came from the Sports & Supplements vertical.

Meta CPCs

Key Takeaways:

• Our analysts saw CPCs fall by 5% during this period.
• A notable drop of -17% was seen by the Home & Family vertical.
• A jump of +5% was noticed by the International vertical (clients outside the US).

Meta CTRs

Key Takeaways:

• During this period, our analysts noticed a +10% increase in CTRs.
• The Sports & Supplements vertical saw the largest increase of +21%.
• The most notable decrease of -7% came from the Health & Wellness vertical.

How GeistM Can Help

At GeistM, we don’t just track industry trends—we anticipate them. Our analysts continuously track shifts in Meta’s ad landscape, ensuring your brand’s objectives align with the latest trends. By making real-time adjustments, we keep your campaigns optimized, effective, and ahead of the competition.

What sets us apart is our in-house content and creative team, which is always one step ahead in leveraging the latest 2025 trends. From innovative User-generated content (UGC) ad formats to data-driven storytelling, we craft compelling, high-performing creatives that align with Meta’s evolving best practices. 
With the new year in full swing, now is the time to partner with a performance marketing agency that thrives on agility and innovation. Let’s turn these insights into results—contact us today!

Written by Nitanti Alur with insights from Matthew Whitaker

Welcome to round two of GeistM’s quarterly “Best Ads of 2024” series! 

Once a month, the GeistM team gathers to highlight the most impactful ads we’ve seen. We share our  top picks “from the wild,” and then vote on the one that inspires us the most.

Every day, we’re immersed in campaigns that redefine innovation, storytelling, and strategy. And as marketers, we’re always on the lookout for standout ads that elevate our creative game. 

We’re thrilled to reveal our top picks for the Best Ads of Q4 2024! Keep reading to discover the ads that not only caught our attention but sparked fresh ideas, pushing the boundaries of what marketing can achieve…

• Best October 2024 ads
• Best November 2024 ads
• Best December 2024 ads

Our Favorite Ads From October 2024

First up for Honorable Mentions: Turbo Tax

This one caught our attention because it’s so bad, it’s… good? When an ad is so poorly executed that it sparks a Reddit thread on r/badad, it’s no longer a ‘bad ad’— it’s a conversation starter. This Redditor perfectly captures how we felt about it: 

“I don’t understand, is this poorly photoshopped low-res bald guy with a mustache from 2012 supposed to be giving me confidence that my taxes will be done correctly? Did some autogenerated image algorithm decide this pic gets the most clicks? Was it made using Fiverr for actually $5? Did the marketing person’s nephew make it?” 

Whether it actually led to conversions for TurboTax, we’ll never know. But it did get us laughing!

Our Runner-Up For Best Ad Of October 2024: Aquaphor x Moo Deng

This ad is our October runner-up because it ingeniously connects their brand to a viral meme as well as an online skincare trend. By featuring the internet’s favorite hippo, Moo Deng, and associating her with the ‘slugging’ skincare trend (applying a thick layer of moisturizer to lock in hydration), Aquaphor taps into the relatable, cute factor that resonates on social media — all while reinforcing their product’s effectiveness for deep moisturization. 

Our Winner For Best Ad October 2024: Green Light

We love this ad as marketers because it cleverly arranges popular songs to spell out a funny and relatable sentence, while promoting Green Light, making the message both fun and memorable. It’s a subtle, creative approach that speaks directly to the audience without feeling like an overt sales pitch, which is a win in digital marketing.

Our Favorite Ads From November 2024

Our November Honorable Mention: Vim – Prison Cleaner

This is a throwback from 2005 that we stumbled across online, but had to share. It brilliantly highlights Vim’s unique selling point: it makes cleaning so easy that it “frees” you from spending hours on end cleaning or feeling trapped in a dirty home. By humorously dramatizing the mundane but relatable chore of cleaning as someone being imprisoned, the ad transforms an everyday frustration into a memorable and entertaining story. In the end, Vim saves the day by being a fast and effective cleaning solution.

Our November Runner-Up: Ryanair

Ryanair has built a bold, cheeky brand voice that resonates with younger audiences who love brands with a sense of humor. This ad perfectly reflects that personality by using a meme and a clever caption that’s easy to understand, share, and in turn, go viral. It playfully references the popular trend of traveling to Turkey for hair transplants, using a character with exaggerated baldness as a subtle but hilarious nod — making it feel like an inside joke without directly saying it.

Our Best Ad Of November 2024: Calm’s 30 Seconds of Silence.

What makes this ad so brilliant is its simplicity and disruption. Shown during the high-stress, noisy environment of the presidential debates, it offered viewers exactly what they needed: a moment of silence. It was unexpected and grabbed attention effortlessly. It broke the noise, forcing people to notice and remember the brand while embodying its product in real-time.

Providing instant relief amid the chaos perfectly aligned with Calm’s core promise. The ad brought peace and mindfulness to its viewers, so they could feel the benefits of Calm before even downloading the app.

Our Favorite Ads From December 2024

First up for Honorable Mentions: iOS for Gemini Release

This ad stands out with its minimalist design, using bold, repetitive text to make sure the Gemini app’s release on iOS is impossible to miss. The clean look and simple typography match Google’s modern, polished branding perfectly. Showing a hand passing a bag through a car window adds a creative, relatable touch.

Best Ad December 2024 Runner Up: Curry’s Samsung Laptop

https://www.instagram.com/reel/DDRn_M2Mp8F/?igsh=MTA3OGh1MGhxMG9jcQ%3D%3D

This video does a great job of mixing humor with promotion to keep things fun and memorable. It kicks off with a playful back-and-forth of water bottle kicking, which grabs attention right away. 

The interruption by the other Curry’s staff member, and then the sudden shift to highlighting the Samsung laptop’s features, communicates the product message without feeling too forced. The funny ending wraps things up with a clear message: “Head on down to Curry’s now.” It’s entertaining, lighthearted, and gets the point across.

Our Best Ad WINNER For December 2024:

This ad works so well because it pulls you in with a mix of heart and humor. The line, “He’s 6’1″, but he still looks up to me,” is warm, relatable, and highlights the special bond between a parent and child. It feels personal and authentic, and the call to action, “Adopt a teen. You can’t imagine the reward,” is simple yet powerful. Combined with the heartfelt imagery, it’s an ad that not only captures your attention but also leaves a meaningful impression.

Conclusion

We hope you enjoyed GeistM’s roundup of the best ads from Q4 2024. Be sure to check back next month for a new selection of top ads from 2024!

Written By: Emma McHugh

As Q4 progresses, the digital ad landscape, particularly within Meta platforms, is entering one of the most dynamic times of the year. Meta sees consistent significant shifts in ad KPIs as brands scale their efforts to capture holiday shoppers, maximize visibility, and close out the year with strong conversions.

Month by month, these rates reflect larger market trends, changing consumer behavior, and the Meta algorithm updates. At GeistM, we keep an eye out for key metrics like CTR, CPC, and CPM. We judge the trends and give our expert predictions. 

So here are the trends GeistM analysts noticed in Q4 of 2024:

• Mid-October 2024
• End-October 2024
• Mid-November 2024
• End-November 2024
• Mid-December 2024
• End-December 2024

Mid-October 2024 (1st -15th)

Meta CPMs

Key Takeaways:

• We noticed a -3% decrease in CPMs
• The Fashion & Beauty vertical noticed the most significant drop in CPMs at -16%
• While the biggest increase came from the Sports & Supplements vertical of +18%

Meta CPCs

Key Takeaways:

• Our analysts noticed a -17% decrease in CPCs
• The Food & Beverage vertical noticed a substantial decrease of -20% in CPCs
• The Health & Wellness vertical noticed the largest increase of +24%

Meta CTRs

Key Takeaways:

• We noticed a +12% increase in CTRs during the first half of October
• The Sports & Supplements vertical saw the greatest increase of +22%
• While the biggest decrease of -30% came from the Fashion & Beauty vertical

Here’s what our analyst Cher had to say about these shifts in trends. 

 “There was a decrease in both CPMs and CPCs period-over-period. The election period will most likely drive up CPMs over the next two weeks, especially on Meta. The Black Friday Cyber-Monday Promo Period is slightly later than previous years, so let’s be mindful of pacing in November to adjust for these changes.”

End October 2024 (16th -30th)

Meta CPMs

Key Takeaways:

• Our analysts noticed that CPMs increased by +6% in the second half of October
• The Food & Beverage vertical saw the largest drop in CPMs of -7%
• While the Fashion & Beauty vertical noted the biggest increase of +42%

Meta CPCs 

Key Takeaways:

• We noticed a +10% increase in CPCs towards the end of October
• The Fashion & Beauty vertical saw the largest decrease of -13%
• The most significant increase of +30% came from the Home & Family vertical

Meta CTRs

Key Takeaways:

• Our Analysts noticed a -4% decrease in CTRs during the second half of October
• The Fashion & Beauty analysts saw an immense increase of +63%
• While the Food & Beverage vertical encountered a sizeable decrease of -24%

Here’s what Matthew, our analyst, had to say about these shifts in trends and how this affected the beginning of November: 

“There was an increase in both CPMs and CPCs period-over-period. The Black Friday Cyber-Monday Promo Period is slightly later than previous years so let’s be mindful of pacing in November to adjust for these changes.” 

Mid November 2024 (1st -15th)

Meta CPMs

Key Takeaways:

• Our analysts noticed that CPM trends remained stable in the first half of November
• The largest drop of -15% was noticed by the Home & Family vertical
• The Health & Wellness vertical noted the biggest increase of +14%

Meta CPCs

Key Takeaways:

• We noticed a -14% decrease in CPCs during the first half of November
• The Home & Family vertical saw a decrease of -26%
• The biggest increase of +8% came from the Sports & Supplements vertical

Meta CTRs

Key Takeaways:

• According to our analysts, CTRs increased by +14% during the first half of November
• The Food & Beverage vertical saw a considerable increase of +27%
• Sports & Supplements vertical encountered the largest decrease in CTRs of -19%

Here’s what Cher, our Senior Marketing Analyst, had to say about these shifts 

“There was an increase in both CPMs and CTRs period-over-period. The election period drove up CPMs early in the month, with CPMs stabilizing afterward as we approached Black Friday.

The Black Friday Cyber-Monday Promo Period is slightly later than previous years so we paced to handle this.”

End of November 2024 (16th – 30th)

Meta CPMs

Key Takeaways:

• We noticed a +22% increase in CPMs in the second of November
• None of the verticals saw a decrease in CPMs during this period
• Home & Family vertical noted the biggest increase at +66%

Meta CPCs

Key Takeaways:

• We noticed a +14% increase in CPCs during the second half of November
• The International vertical (which consists of any campaigns running outside of the US) was the only vertical that remained stable during this period
• The largest increase came from Home & Family vertical of +75%

Meta CTRs

Key Takeaways:

• During the second half of November, our analysts noticed an +8% increase in CTRs
• The Fashion & Beauty vertical saw a significant increase of +26%
• The Home & Family vertical encountered a decrease in CTRs of -5%

Here’s what Cher, our senior marketing analyst, had to say about the trends at the end of November 

“There was an increase in CPMs, CPCs, and CTRs period-over-period. As Black Friday/Cyber Monday sales come to a close, it’s essential to be mindful of additional holiday sales clients have lined up for the rest of the pre-Christmas period.”

Mid December 2024 (1st -15th)

Meta CPMs

Key Takeaways:

• As Cyber Week came to an end CPMs remained stable in the first half of December
• The Fashion & Beauty vertical saw the largest decrease of -18%
• The International vertical (all clients outside the US) saw the most notable increase of +25%

Meta CPCs

Key Takeaways:

• Our analysts noticed stable CPCs during the first half of December

• The biggest dip came from the Health & Wellness vertical with a drop of -26%

• The Home & Family vertical saw the biggest increase of +55%

Meta CTRs

Key Takeaways:

• According to our analysts, there were no major fluctuations in CTRs during the first half of December

• The largest increase of +33% came from the Health & Wellness vertical

• A notable decrease of -16% was seen by the Home & Family vertical

Here’s what Senior Marketing Analyst, Matthew, had to say: 

“CPMs, CPCs, and CTRs mostly remained stable period-over-period. Notable changes include the Health & Wellness vertical seeing a 26% decrease in CPMs but a sharp 33% increase in CTRs.”

End December 2024 (16th – 31st)

Meta CPMs

Key Takeaways:

• Our analysts noticed a -32% decrease in CPMs during the second half of December

• The International vertical (clients outside of the US) noticed the largest decrease of -29%

• None of the accounts saw a rise in CPMs

Meta CPCs

Key Takeaways:

• We noticed a -9% decrease in CPCs during the second half of December

• The Sports & Supplements vertical saw the largest drop in CPCs of -37%

• None of the verticals saw an increase in CPCs

Meta CTRs

Key Takeaways:

• CTRs decreased by -19% during the second half of December

• The Fashion & Beauty vertical saw the largest increase of +38%

• The biggest decrease in CTRs of -20% was seen by the Home & Family vertical

Here’s what Matthew, our Senior Growth Analyst, had to say about these shifts

“There were decreases in CPMs, CPCs, and CTRs. In fact, all verticals saw drops for CPMs and CPCs!”

Here’s How GeistM Can Help

At GeistM, our analysts are constantly monitoring industry trends and adjusting campaigns in real-time, ensuring they remain optimized and aligned with shifting dynamics.

With the new year upon us, there’s no better time to partner with a performance marketing agency like GeistM. Our expertise in navigating these rapid changes ensures your brand stays ahead of the curve during this critical time of year. Let’s make this season your most successful yet—contact us today!

Written by Nitanti Alur with insights from Matthew Whitaker and Cher Chen

What if there was a way to generate 6.9x higher engagement on your ads in a cost-effective manner? 

There is a way, and it’s called UGC (user-generated content). This powerful content strategy has risen to the top in recent years and shows no signs of slowing down. It’s authentic, engaging, and, most importantly — very impactful.

So, what exactly is UGC? Why is it so important? And how can it transform your digital marketing efforts? Here’s a full breakdown:

What Is UGC?

At its core, UGC refers to any content — photos, videos, reviews, or even social media posts — created by everyday consumers, not brands. Unlike traditional polished advertising or professionally produced content, UGC is raw, real, and relatable. This provides a sense of authenticity that resonates deeply with audiences and makes the content feel more native and less sponsored.

Creating UGC can be as easy as taking a picture of a product or service with your iPhone. Simply holding a product in your hand or showing a realistic use case prompts users to engage with and trust your content.

Types of UGC

UGC comes in all types of content formats — making it a versatile tool for marketers. Here are some popular examples:

• Videos:Think unboxing videos, product tutorials, talking to the camera, or TikTok-style reviews.
• Photos:Lifestyle/POV shots of consumers using your product/service, typically taken with a smartphone.
• Reviews:Leverage testimonials left by customers on your website or third-party platforms to boost credibility.
• Social Media Posts:Organic mentions of your brand by users sharing their experiences online can be used for social proof.

Why UGC Is a Game-Changer for Digital Advertising

Over the past few years, UGC has become a winning strategy in performance marketing, and for a good reason. Here’s why brands are leaning heavily into UGC:

1. Authenticity

Overly-produced ads stick out like a sore thumb when scrolling through your social media feed. UGC feels more relatable and genuine because it can appear as native content with real user sentiment. The numbers don’t lie — 84% of consumers trust UGC recommendations over branded content.

2. Boosts Engagement

If you’re looking to boost engagement on your content, UGC is the best place to start. According to recent data, UGC generates 6.9x more engagement and 4x higher CTRs (click-through rates). Potential customers are more likely to engage with your ads if they don’t even realize it’s an ad to begin with! It also encourages users to comment, share, and interact with the content — and with your brand.

3. Cost-Effective

Unlike professional studio-produced ads, which are expensive and time-consuming, UGC allows brands to tap into agile content that requires little overhead. Partnering with UGC creators or UGC agencies is far more affordable than a full-scale production — UGC ads see a 50% reduction in CPC (cost-per-click), and 85% of Marketers say UGC is more cost-effective. 

4. Content Diversity

One of the best parts about UGC is the variety it can bring to your marketing efforts. Testing different styles is a crucial part of running social media ads, and UGC allows for endless options. 

Plus, utilizing different backgrounds or UGC creators can help you appeal to more diverse audiences.

The Impact of UGC on Consumer Behavior

UGC doesn’t only look good on your feed, but can dramatically impact how people interact with your brand and funnel.

1. Drives Conversions

At the end of the day, marketers truly care about getting the most conversions. Leveraging real testimonials and showing products in a natural setting can help consumers reach the buying stage faster and more frequently. Websites that use UGC see 29% higher conversions. 

2. Increases Brand Loyalty

When customers see user content featured by a brand, it creates a sense of community and accountability. This helps consumers feel more seen and encourages active engagement with your content. Brands that effectively utilize UGC see a 162% increase in revenue per visitor, which shows its direct impact on customer retention and loyalty.

3. Emotional Resonance

UGC connects emotionally to audiences by portraying real-life experiences rather than polished ads. It’s no wonder that 60% of millennials find UGC more compelling and authentic than traditional advertising. This emotional sentiment also helps boost brand recall so consumers better remember your products.

How GeistM Can Help You Leverage UGC

Here at GeistM, we specialize in helping brands harness the power of UGC to create campaigns that drive serious results. With our team of in-house UGC experts and diverse network of UGC creators, we’re able to create engaging content specifically tailored to your brand’s voice. From social media to native online advertising platforms, GeistM ensures your UGC campaigns are optimized for maximum reach and impact. Whether that’s increasing brand awareness, boosting engagement, or driving conversions — we’ve produced incredible results across a wide range of verticals with UGC-driven campaigns.

User-generated content isn’t just a trend — it’s the future of digital advertising. So, let’s make your brand part of the conversation. Contact GeistM today to unlock your full advertising potential with UGC.

Written By: Simon Kuflik

As marketers, we eat, sleep, and breathe creativity. Every day, we’re surrounded by ads and campaigns that push the boundaries of innovation, storytelling, and strategy. We’re always on the hunt for ads of all formats that make us say, “Wow, I wish I’d thought of that!”

Once a month, we take a step back to appreciate the ads that stood out to us the most. Our team shares their top finds from “the wild” and we all vote to determine our ultimate favorite.

Now, we’re excited to share our top picks from Q3 2024. These ads not only impressed us but inspired ideas and set the bar even higher for what’s possible in marketing. 

So, without further ado, let’s dive into our selections—keep scrolling to see which ad came out on top every month, or skip to

• Best July Ads 2024
• Best August Ads 2024
• Best September Ads 2024

Our Favorite Ads from July 2024

First, let’s cover some honorable mentions:

Chicken Of The Sea

As millennials, we’ll always remember the 2003 reality TV moment when Jessica Simpson mistook tuna for chicken because of the brand name “Chicken of the Sea.” Now, 21 years later, this ad humorously revisits that iconic mix-up with the help of her daughter, Maxwell.

Love Holidays

We love this ad because it cleverly combines the power of positive reviews with a fun twist on a classic saying, making it both memorable and trustworthy. It’s a smart way to show that Loveholidays is all about happy customers.

Surreal Cereal

This one stood out because it speaks directly to us as marketers, hooking us with the bold “ROI” and then delivering a cheeky, unexpected punchline about cereal. It’s a super smart and playful way to grab attention while connecting with a target audience that appreciates a bit of humor.

Best Ad Runner Up:

Marc Jacobs x Nara Smith

@marcjacobs

The Tote Bag, made from scratch by @Nara Smith

? original sound – marcjacobs

This one perfectly blends Nara Smith’s creative flair with Marc Jacobs’ brand, making it feel fresh, fun, and completely on-trend. Not to mention the clever concept of “baking” a tote bag from scratch is captivating, hilarious, and totally unexpected. This ad nails the TikTok vibe.

Best Ad WINNER

Skin1004 SPF

@skin1004_official

No Skipping SPFs EVERYDAY!!! ; ) #skin1004 #centella #kbeauty #koreanskincare #skintok #glowyskin #glassskin #skincaretips #fyp #sunscreen #trustfall #spf

? original sound – SKIN1004 Official – SKIN1004 US

Now for our winner. This one combines the viral trust fall trend, with the “trust no man” saying. What makes it hilarious is the sound of him landing on the floor while she starts talking about why you should only trust SPF to protect you. The contrast between the physical comedy of the trust fall and the serious message about sun protection creates a memorable and amusing moment. 

Our Favorite Ads from August 2024

Honorable mentions from August:

WeTransfer

We love this ad because its serious appearance and hook that catches your attention. After reading a few sentences, you realize it’s a joke, which makes you want to keep reading. This ad cleverly turns an ongoing user frustration—expired links—into an inside joke between the brand and its users. By framing the update as a satirical “break-up” post, WeTransfer makes the audience feel understood in a humorous way. It’s an attention-grabbing, relatable way to connect with users while addressing a common pain point.

Best Ad Runner Up – August: Heinz x Marvel

We love how this ad mashes up two totally unrelated things—superheroes and condiments. It’s a fun, pop culture-meets-food pairing that you can’t help but remember. The trendy ‘can’t unsee it’ line sticks in your mind, keeping Heinz top-of-mind in a clever way. Plus, this campaign coincided perfectly with the movie launch, boosting its popularity even further.

Best Ad in August WINNER

Dentistry

We love this ad because it uses silly humor to grab attention. Immediately, your focus goes to the man’s missing tooth, even though he is, in fact, missing an eyebrow too! This makes the message of how important dentistry is witty, powerful, and extremely effective

Our Favorite Ads from September 2024

Honorable mentions from September

Kitkat

This is a brilliant example of how design can enhance a message. The KitKat bar fits perfectly into the visual structure of a calendar, which is very recognizable to us as marketers! It reinforces the product’s “take a break” slogan in a clever, visually satisfying way while resonating with the target audience of overworked professionals.

Best Ad Runner Up – September

Purple Mattress

This ad uses humor and an unexpected twist to grab attention while demonstrating the product’s key selling point: irresistible comfort. The narrative of robbers and cops falling asleep on the mattress is playful, memorable, and communicates the mattress’s ability to make anyone fall asleep instantly. The ad also highlights the Purple Mattress’s unique features in a fun and engaging way, making the product seem so good that even in a high-stakes moment, sleep wins.

Best Ad (or email marketing) WINNER in September

Get Phyllo

We’re obsessed with this creative and personal email from GetPhyllo. The meme format breaks the usual cold-email monotony, making it memorable and engaging. By using humour and a personal touch, GetPhyllo makes their outreach feel human, helping to create a connection with the recipient rather than just a typical sales pitch.

Conclusion

We hope you enjoyed our roundup of the best ads from Q3 2024! Each campaign showcased here brought something unique to the table, from playful humor to inventive storytelling. Make sure to check back next month for a fresh selection of our top ads of 2024.

Written By: Emma McHugh

Managing advertising campaigns efficiently is crucial for success. If you’re venturing into Meta Ads for the first time or working with an Agency partner like GeistM, understanding the role of Business Manager is essential.

Here’s an overview from our growth experts that answers some key questions about Business Manager and its integration with agency partners.

What is Business Manager, and Why Do I Need It for Meta Ads?

Business Manager is a tool provided by Meta that allows businesses to manage their advertising activities, pages, and assets in one place. It’s particularly useful for companies that are working with multiple ad accounts, pages, or partners.

Why You Need Business Manager

• 1. Centralized Control: It helps you organize your advertising efforts and control who has access to your assets.
• 2. Collaboration with Agencies: If you’re working with an agency like GeistM, Business Manager simplifies the process of granting them access to your ad accounts and assets. Or, you can set up additional ad accounts under your Business Manager that are specific for them.
• 3. Improved Security: You can manage permissions and roles, ensuring that only authorized users can access sensitive data.

What Are the Requirements to Set Up a Business Manager with an Agency Partner?

To set up a Business Manager account, you’ll need:

• 1. Log In to Business Manager: Go to your Business Manager account.
• 2. Business Settings: Click on “Business Settings” from the main menu.
• 3. People and Partners: Select “Partners” in the left-hand menu.
• 4. Add a Partner: Click on “Add” and enter your agency partner’s Business Manager ID or email address.
• 5. Assign Roles: Choose the level of access you want to grant (more on permissions below).

When partnering with an agency, it’s crucial to discuss and finalize the roles and permissions in advance to ensure smooth collaboration.

How Can I Add My Agency Partner to My Business Manager?

Adding an agency partner to your Business Manager involves a few straightforward steps:

• 1. Admin Access: Full control over the Business Manager, allowing them to manage everything. This is generally not recommended unless necessary.
• 2. Advertiser Access: Can create and manage ads, view performance metrics, and edit ad settings. This is a common choice for agencies. RECOMMENDED.
• 3. Analyst Access: Limited to viewing ad performance without the ability to make changes.

Carefully consider the level of access based on the responsibilities you want your agency partner to have.

What Is a Facebook Pixel and Why Is It Important for My Ads?

Facebook Pixel or Meta Pixel is a piece of code that you place on your website. It collects data on user interactions and helps you track the effectiveness of your ads. This is also known as client-side tracking.

Importance of Meta Pixel

• 1. Tracking Conversions: It allows you to measure the actions users take after clicking your ads.
• 2. Audience Targeting: You can create custom audiences based on visitors to your site, helping you retarget users effectively.
• 3. Optimization: The pixel helps optimize your ad campaigns for specific actions, such as purchases or sign-ups, improving overall ad performance.

What Is a Facebook Conversions API and Why Is It Important for My Ads?

Unlike the Facebook Pixel, which operates client-side (tracking events from a user’s browser), Conversions API or CAPI sends event data directly from your server to Facebook. This means that it can capture events even if the user’s browser blocks cookies or JavaScript. This is also known as server-side tracking.

CAPI allows businesses to send various types of event data, such as purchases, sign-ups, and page views. This can include details about the user (like email or phone number, if hashed) and the actions they took on your website.

Importance of CAPI

• 1. Enhanced Data Accuracy: By reducing reliance on client-side tracking, CAPI improves the accuracy of the data you collect. This is especially important as browser privacy settings become more restrictive.
• 2. Improved Ad Targeting: With more reliable data, businesses can create better-targeted ad campaigns, leading to improved ROI.
• 3. Greater Control Over Data: CAPI provides businesses with the flexibility to choose what data to send to Facebook, enabling more tailored tracking and measurement strategies.
• 4. Better Cross-Device Tracking: Since the Conversion API captures events from the server, it helps track user behavior across different devices, enhancing the understanding of customer journeys.

Which Pixel Should I be Using? Should My Agency Use A Different One?

At the end of the day, choosing between CAPI and the Meta Pixel depends on your business’s needs and goals. If you’re concerned about data privacy and cookie blocking, then the Conversion API is the better choice. The Pixel is a good tool if you’re starting with Facebook advertising.

However, you do not have to choose anymore. It is now best practice to utilize both CAPI and the Meta Pixel at the same time. This ensures that nothing falls through the cracks and you can  track as much data as possible.

You might be wondering if we use both the Meta Pixel and CAPI, wouldn’t we be collecting multiple of the same events? Yes, you will, however, since Meta is able to see the same event come in through both the browser and server, they will keep one event and discard the rest, a process called deduplication. 

This duplication process is important and why it’s consideredbest practice to share the same pixel with your agency and to NOT create a separate pixel for them. When creating a separate pixel tracking the same events, you will see duplicating results and not understand who is providing the most value.

How Can I Add My Agency Partner to Manage My Pixels?

To give your agency partner access to your Facebook Pixel, follow these steps:

• 1. Log In to Business Manager: Go to your Business Manager account.
• 2. Data Sources: Navigate to “Data Sources” and select “Pixels.”
• 3. Select Your Pixel: Choose the pixel you want to share with your agency.
• 4. Assign Partner: Click on “Add People” or “Add Partner” and enter your agency partner’s Business Manager ID.
• 5. Set Permissions: Determine the level of access they should have regarding your pixel.

By providing your agency partner with access to your Pixel, you ensure they can optimize your ad campaigns effectively.

Conclusion

Using Business Manager in conjunction with an agency partner can streamline your advertising efforts on Meta platforms. By understanding the setup process, roles, and tools like Facebook Pixel and CAPI, you can enhance your advertising strategy and drive better results. Whether you’re new to Meta Ads or looking to optimize your existing campaigns, Business Manager is an invaluable resource for managing your digital presence.

Or, you can simply contact GeistM, where our expertise goes beyond helping you understand your data. We specialize in optimizing campaigns to maximize ROI, ensuring your marketing efforts deliver the best possible results.

Written By: Marc DeMattie