How a brand agent directed 15% more spend to brand-suitable Meta content for a public sector advertiser

“Using a brand agent elevated how we manage brand safety on Meta. It gave us better control, clearer visibility, and the confidence that our campaigns were showing up in suitable environments without sacrificing reach or performance". ~ Grant Maxwell, Founder and Director, EightyOne Media

The Challenge

A trusted New Zealand institution relies on public-facing campaigns to support its community. Their goal is to reach diverse audiences without compromising the trust placed in them by the public. However, ensuring ads appear next to appropriate and accurate content is a challenge, especially on social platforms like Meta that see billions of new content pieces generated daily.

The Opportunity

To ensure alignment with its mission and values, the advertiser, in partnership with its agencies Acquire and EightyOne Media, used a brand agent: a customisable LLM-powered solution trained on the advertiser’s unique context and suitability requirements.

The advertiser’s brand suitability requirements included avoiding misinformation, violence, racism, and other content that could be detrimental to public trust. The agent was activated across three Meta (Facebook & Instagram) campaigns to prevent ads from appearing next to high-risk or misaligned content.

The Results

Using a brand agent, the public sector advertiser:

• Directed spend to more brand-aligned content: The brand agent identified and blocked 13% of spend from running in unsuitable placements, unlocking the ability to reinvest budget in more aligned, relevant content. This led to a 15% increase in spend on brand-suitable media.
• Gained enhanced transparency: The advertiser gained visibility into exactly what content was blocked and why, including misaligned content their ads were appearing next to prior to the activation of the brand agent.
• Enhanced media quality: Ad exposure metrics increased from 57% to 70%, while eCPM, reach and delivery remained stable pre- and post-agent deployment.

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