Half Dome co-hosted an exclusive panel seminar with Meta product experts that explored the state of advertising on social platforms in 2024, held at the agency’s new offices in Melbourne’s Richmond.
Ego Pharmaceuticals, Online Education Services (OES), and 28 by Sam Wood were among the 70 brand attendees at the event.
The keynote panel included Ellie-Ann McDonald, agency partner at Meta, Joe Frazer, co-founder and head of digital at Half Dome, Tim White CMO at 28 by Sam Wood, and Becky Odams, account manager at Meta.
The panel unpacked the latest trends and strategies shaping creative performance across social platforms, delivering insight into Meta’s approach to product strategy and an understanding of the importance of influencer and lo-fi content in the current social media landscape.
Frazer said the opening of Half Dome’s new office in Richmond in late 2023 has given the team even more opportunities to host exclusive events like this seminar with Meta.
“Our new event space is perfect to get experts, clients and partners in a room and partner with Meta to talk through the issues shaping trends and strategies for our industry on social platforms.
“The convergence of paid media and organic and influencer marketing is a topic we have been discussing at great length in the agency, and getting Meta in the room, alongside a panel of our experts, really drove that home.”
“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. 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.”
Will Harms, Half Dome head of clients and co-founder, added: “Your media agency should be leading these conversations as they are so close to performance in social channels themselves. The next 6-18 months are going to see some marketing teams thrive and some really struggle. There are pathways to success for keen clients asking the right questions.”
