Advertiser Spotlight: BFCM Creative + Scaling Tips from Ashley Furniture

Yeah, we are seeing stronger efficiency off of off of the Black Friday ads, but there's a lot of priming going on.

There's still a lot of scale potential behind Evergreen Creative. What we found with AppLeven in particular is that the the more creative the better. If you

have like a podcast style ad, street interview style ads, like let's say 10 different hooks against similar versions of of the ad body with with different calls to actions or different copy variations. We want to make sure that we

variations. We want to make sure that we have as many options as possible. For

Memorial Day, I went to launch another campaign, a supplementary one for specifically [music] Memorial Day creative. And I very very quickly

creative. And I very very quickly realized I I got a message from uh one of the account executives like, "Shut shut that down. Put your creatives together, bundle it in one campaign,

concentrate it, and let the algorithm handle the rest."

My name is Gareth. I'm a director on the e-commerce team. Uh and I'm joined by

e-commerce team. Uh and I'm joined by the lovely Dan Brewer. Is that how you say it?

>> Yeah, absolutely. Uh thank you so much for having me. I'm I'm super excited to be here. Uh so my name is Dan Brewer, uh

be here. Uh so my name is Dan Brewer, uh growth marketing manager here at Resident Home. Uh for those who don't

Resident Home. Uh for those who don't know Resident, they are the parent company behind several different e-commerce first mattress brands, principally the their Nectar and DreamCloud. And for a little bit more

DreamCloud. And for a little bit more context there, uh into my role specifically, Resident was acquired by Ashley Furniture in the second quarter of 2024. It's kind of like a a textbook

of 2024. It's kind of like a a textbook acquisition in terms of merging the core competencies of both of the businesses.

Ashley is absolutely worldclass in terms of manufacturing and operations. Uh

while while resident is really built from the ground up around datadriven performance marketing. So my team uh the

performance marketing. So my team uh the group I'm a part of we call ourselves RDMA the resident direct marketing agency and we have been managing the digital media spend for Ashley principally. the brand itself has been

principally. the brand itself has been around for a really really long time.

Like just give some context as to um you know where it comes from and then just how transformative this this new shift or um uh maybe it's not a shift so much

as it is like a doubling down on yeah really modern data driven performance marketing.

>> Ashley has has been around forever.

They're obviously a beast in in terms of American furniture companies as far as that goes. And their approach in in the

that goes. And their approach in in the past was uh very corporate. It was much larger than like a lot of the small, nimble, agile brands that I've worked

with over the course of my career. And

that's a space that Ashley is not alone as far as retailers go in terms of having a rockier transition to the uh digital side of the business. And I

think I think that was incredibly interesting for for me to understand as well. Uh coming into work with a brand

well. Uh coming into work with a brand where still 80 to 90% of the purchases that we see are happening in store and not online. And then there have been the

not online. And then there have been the the addition of other players into the space. Um furniture is is obviously an

space. Um furniture is is obviously an incredibly competitive market, no different from from mattress in a lot of regards where residents uh really made made a name for themselves in the space

um around a lot of the scaling. So most

of what we've been trying to do is is shift the approach uh away from one of just uh I don't want to say away from the brand building side but but introducing more of a performance-driven

approach where we're trying to get a lot deeper into metrics than what they were doing previously which was a lot of a lot of CPC watching and you know counting our impressions as they come without much regard for the the

performance of >> these people actually convert whether you get a return on the dollar right so >> yeah a lot opens up there Um so I can very confidently say that that apploven

would not have been a part of the uh media mix uh if we were not involved.

The way resident had first heard about apploven was from the CEO who uh gave Jared a call up and said hey we we want to start testing here running ads for mattresses on mobile game inventory and

Jared sort of infamously staked his career on it. We were naturally skeptical, of course. Um, and he says, "I will bet that nobody is going to click on one of these interstitial mobile game ads and walk out the door

with a with a $1,200 mattress. It's just

not going to happen." He didn't think it was feasible, and he was he was ready to stake everything on it. Um, thankfully,

he's still around. But fast forward to uh to this point in time and now not only have we scaled it massively um in terms of spend of share on the resident side of the business, but for Ashley as

well, we we started up in April, I want to say, of of this year. So, you

launched right before Memorial Day.

>> Um and and I think there may have been like a bit of a a bit of a sale or like a strategy around testing um the channel alongside that. Could you could you talk

alongside that. Could you could you talk a little bit about uh that initial test?

how how you set it up, what what you know, what were signs of life uh looking like? Um and really just you if you had

like? Um and really just you if you had to give advice to someone who is going to you know give it a shot, what what what kind of tips would you give them?

>> At the end of the day, when when we approach targeting on Meta and on other paid social platforms, we do bucket app loving in with uh with other paid social networks. We do a lot of things from a

networks. We do a lot of things from a very broad lens. uh we've shifted away from a lot of the like niche targeting strategies that we would have seen five or five or ten years ago in the space.

>> Yeah. Yeah. So, I was I was a little surprised at first to see that there wasn't there wasn't a lot of frills.

There weren't a lot of options there. Um

and that kind of that kind of set me down this line of thinking of okay where are the priorities uh for this platform?

What do they care about? What are they investing in? And I think that a lot of

investing in? And I think that a lot of that is the the algorithm uh the machine learning the the retrieval engine and a lot of that. So the the setup of that initial campaign was very broad. It was

very basic. It was a bundle of our top I want to say only around 10 performing creative um running on completely broad targeting with the rorowaz goals. That's

one of the the main functionalities is just okay you care more about rorowaz or do you care more about CPA? as the

performance marketer, yeah, it's pick pick one of the two, but everything else aside from that really only exists to explain why the core performance metrics aren't working. So, it was a very very

aren't working. So, it was a very very simple setup from from day one. And I

remember specifically for Memorial Day, I went to launch another campaign, a supplementary one for specifically Memorial Day creative. The initial one we launched was was all evergreen material. And I very very quickly

material. And I very very quickly realized I got a message from uh one of the account executives like, "Shut shut that down. put your creatives together,

that down. put your creatives together, bundle it in one campaign, concentrate it, and let the algorithm handle the rest.

>> It's like, let's just keep it as simple as possible. Let's make it as

as possible. Let's make it as streamlined as possible. Make the

marketer, make the media buyer have to do as little as possible to see results or at least, you know, in terms of of areas to focus, highest highest leverage points for performance.

>> Absolutely.

>> We really we really tell people >> uh that listen like if if you want this channel to work, it's got to be on creative. I've looked through your

creative. I've looked through your library. It's it's all like really high

library. It's it's all like really high quality stuff. Um, you know, you're

quality stuff. Um, you know, you're you've got um you got a very visual product, right? And so I I think a lot

product, right? And so I I think a lot of the a lot of videos, a lot of the products like really focus on design, really focus on build quality, even the UGC videos, things like that. Um could

you could you talk a bit about how um how how ads you run on on Axon differ from things you may run on paid social?

>> Yeah, absolutely. And I think it it really starts with the the understanding of the platform. So there there's the two types of of ad inventory on Axon here that I think are they behave very differently and there's different

psychological considerations that you have to give to it. And the first is is the interstitial placements in between levels. Um that is largely skippable

levels. Um that is largely skippable inventory. So a lot of the same

inventory. So a lot of the same principles apply in terms of having really strong hooks. The first three to five seconds you want to have stunning visuals. You want to have an incredibly

visuals. You want to have an incredibly impactful offer. Uh you want to get the

impactful offer. Uh you want to get the value props in there quickly and boldly uh so you can retain users for for a long period of time. And a a lot of those fundamentals are what we see on

other platforms. So a lot of the the top performing a lot of the top thumb stopping creatives that you'll see on other platforms we have been able to to repurpose for for use on app loving here and and really see some fantastic results there. And the other part of

results there. And the other part of that I think the more important and the more interesting part is the rewards inventory. uh with the rewards

inventory. uh with the rewards inventory. Those are your unskippable

inventory. Those are your unskippable placements. And when we go through the

placements. And when we go through the flow, just to make sure everyone has a solid understanding of the of the flow of the app ads, it's a video placement first, followed by an end card or an

interactive that can be static. So that

that's where we're we're repurposing a lot of our Black Friday, for example, with that coming up. But for Memorial Day, for all all the big promo events, that's where we're putting a lot of our offer uh forward creative statics and

gifts. And then finally, before the

gifts. And then finally, before the landing page, we'll get into catalog, which which we can talk about a little bit later. You don't need the catalog,

bit later. You don't need the catalog, but after that placement, it'll go straight to the catalog. So, you do kind of get the best of both worlds in terms of of static and video performance there. Um, but [clears throat] with that

there. Um, but [clears throat] with that unskippable reward inventory, that's where we've really found that we can afford to to go a little bit deeper into some of the storytelling aspects. If we

have absolutely incredible ad body, a really killer, uh, call to action on a lot of these creatives, but we're we're we're doing a bunch of hook testing, um, trying out 10 different variations of

that. Um, and maybe there's one winner.

that. Um, and maybe there's one winner.

Maybe maybe there isn't a winner in terms of the thumb stop rate. Um, those

creatives would normally be dead. they

would sit in the in the Google Google Drive graveyard. Um, but we've really

Drive graveyard. Um, but we've really found that by coupling them, grouping them together in the creative assets, trying to trying to take away uh a lot

of the manual control and just give the algorithm the maximable possible uh possibilities of of variations to really spin off spin off of and and find the right message for the right user. That's

where we've been able to see a lot of success. And yet, you know, when you

success. And yet, you know, when you look at your top top spending videos, right? So, uh uh ones that are getting

right? So, uh uh ones that are getting the most spend, best performance, a lot of them tend to be 30 seconds plus, right? So, they actually are kind of

right? So, they actually are kind of they're more more akin to what should go in in a rewarded ad slot.

>> Yeah.

>> Um but but you can't you can't optimize it. We don't actually um you know reveal

it. We don't actually um you know reveal like where where the slots are partially because it's algorithmic, right? So,

it'll change and it'll depend and it's all all impression based.

Um, why do you think that is? Like why

do you think that, you know, even if it ends up being 70% inside an interstitial slot, right? So it's it's a skip delay,

slot, right? So it's it's a skip delay, skip after sort of fiveish seconds. Um,

why do you think that the 30 secondond ads are still getting a lot of spend performance?

>> I think that there's just there's a lot of watch time on the platform as opposed to um the the real like user experience getting into it on social platforms where it's very very important.

Obviously, the number one thing that you're looking for with your ads is to stop the scroll. Um, is to get people to to stop going. It's it's very very easy to to just flip right past it um onto

the next placement. Um, there's also the the fact of like how native uh an ad is to to the individual platform. If you

come up with something super polished, let's say a recut or cut down CTV spot and try to put it on meta, immediately that that's being flagged as an ad in the feed and it's be skipped through. Um

whereas on accident I think users are are more prepared and sort of more willing even if it's on a subconscious level to uh sit through and and really understand it.

>> And that's like the understood value exchange. It's okay cool. I got to go

exchange. It's okay cool. I got to go play my one or two favorite you know word and puzzle games. I I play it every single morning with my morning coffee.

>> Oh yeah.

>> And I and I see ads, right? Like and

that's the deal. Like they're actually okay with it. It's like the type of ad that can work in that consumer headsp space is way different, right? It's

totally different.

>> Yeah. And and we've seen that that shift. I think largely on on other

shift. I think largely on on other platforms, if you take Meta for example, there's the boom in partnership ads.

Everything wants to feel native. You

want everything to be coming from a creator handle or a creator partnership, something with influencers, that's not even touching on on TikTok or some other platforms where where that we're looking at um on a daily basis where it really

should be influencer first. So, I think that um AppLoving provides a much better space to actually be brand forward um compared to a lot of those other platforms. >> Yeah. like you can, you know, you can

>> Yeah. like you can, you know, you can still use you can still use creator content. You can still use UGC

content. You can still use UGC testimonials are super effective. It's

um it's just I guess you know the the the the uniqueness of the inventory is the fact that you have that that topfunnel space. Another thing you mentioned was

space. Another thing you mentioned was you know you sort of you take the 10, you dump them in, you see how it goes, right? Could you actually unpack a

right? Could you actually unpack a little bit how you use um like the multiasset feature? Do you do you like

multiasset feature? Do you do you like you know do you blow out the creatives?

Do you do you keep them all together? or

how do you measure performance?

>> Yeah, what what we found with App in particular is that the the more creative the better, especially as we're we're looking at at its core built around the the machine learning powered retrieval engine, we want to make sure that we

have as many options as possible. So,

creative sets are a fantastic way to do that. For those who who don't know or

that. For those who who don't know or haven't been in the platform or haven't tried it out yet, um the creative sets give you the ability to in a single add line item is what I'll call it, how how it appears in in the UI. You can add up

to 10 videos and up to 10 statics/interactives um as the end cards there. So, we found that there's a bunch of different ways that you can approach the bundling. We

have a couple of what I would like to call, I guess, winners bundles. That's

just a lot of the the top creative across product categories in our case.

Um, we've also been grouping them by creative style. So, if you have like a

creative style. So, if you have like a like a podcast style ad, street interview style ads, like some some more things that you're trying to test out, um, and you have, let's say, 10 different hooks against similar versions

of of the ad body with with different calls to actions or different copy variations, um, across those creatives, it's a lot easier than, uh, running the the manual testing yourself, waiting to

get statistical significance, going back to to look to iterate on the winners.

Um, it makes my life as a media buyer a million times easier.

>> You know, you have a really like nice like dining table it looks like right now that you're you're running a lot lot of um creative on. Do you always group it by product that way?

>> Not always. Um, not always. We we've

been I've been grouping them by promo.

Uh, especially with for this past Labor Day and for Black Friday as well where we'll have dedicated promo sets that cover a variety of offers across product groups. for the evergreen creative. I've

groups. for the evergreen creative. I've

been generally trying to group them around the shoots that we are doing, which just so happens to be a lot of the same product most of the time. Um, but I think that that's something that we're still very much leaning into with the

testing is how do we best segment these?

Is it by the style of an individual creative like I mentioned or is it the the products in focus or is it the offers in focus? Um, and that's still something that we're continuing to experiment with. That's where a lot of

experiment with. That's where a lot of our testing focus has gone. It's kind of moved up a level. um instead of being super super granular. Okay, which

specific version of of ad copy on the text overlay do I want to have here? Um

it allows us to to broaden our lens and I think cover a lot more ground which is very important when we start to talk about things like creative velocity that we're really focused on and that become crucial uh during big scaling seasons

like Q4 here leading up to Black Friday.

the top of this thing you mentioned.

Yeah, it was it was really strange. Uh

uh you know, someone had called me out for for creating a promo campaign and and they told me just no, put it all in the same one and let it rip, right?

>> Yeah.

>> But what what the model is doing is it's >> it's going to incorporate all the creative you have and serve them in an order that isn't going to move people through the funnel, >> right? And and so if you think about it,

>> right? And and so if you think about it, like having the evergreen creative in a campaign that is, you know, you're running BFCM uh offers and holiday copy, um it still makes sense. Maybe that

evergreen ad is still getting a lot of spend, right? It's still getting a lot

spend, right? It's still getting a lot of spend and then you have these BFCM ads that are coming in just getting crazy return.

>> You may be tempted to pause that that evergreen ad down. But in fact, what it's probably doing is it's probably doing a really good job like serving that skew, you know, serving that dining

table to a very large audience and then based on their engagement, serving them afterwards is like Black Friday offer that's like, "Hey, get it now." Right?

That's something that I want to caution people out there against as well is in Q4 in particular when we get into these holiday seasons, it's very easy to just become laser focused and completely pigeonhole uh on okay the the Black

Friday like Cyber Monday creative is my number one absolute top priority. And I

guess you have the ad account pulled up because looking at the last week, our Black Friday offers went live uh around two weeks ago and looking at what's spent the most since then, it's still Evergreen. It's still that dining table

Evergreen. It's still that dining table creative set with with our crystallin shoot. And then yeah, we are seeing

shoot. And then yeah, we are seeing stronger efficiency off of off of the Black Friday ads, but there's a lot of priming going on. There's still a lot of scale potential behind Evergreen Creative. And I think Evergreen Creative

Creative. And I think Evergreen Creative is really what uh separates some of the the top brands that are able to really scale during promo times. And those that aren't are the ones that that get too

focused on Black Friday and sort of leave a lot of that uh like evergreen and discoverability and creative diversity by the wayside and focus of, you know, I have this really strong offer and I just know we're absolutely

going to kill it, so I'm going to go all in there. Um, okay. So, so you got you

in there. Um, okay. So, so you got you got, you know, the holidays coming up.

Um, you know, I had I had heard that you don't you don't really lean in super heavily on uh on like offers uh as opposed to other furniture companies maybe. So, you know,

instead I'm curious like how do you think about holiday creative strategy when you're not offering, you know, like 50 plus% off, get it now, limited time only, like how do how do you think about that?

>> Yeah. No, it's it's definitely been one of the one of the larger struggles um from us on the Ashley side of the business. And I think that a lot of it

business. And I think that a lot of it does come back to what we were sort of just talking about where it's leaning into what's working from an evergreen winner standpoint. Um there still is a

winner standpoint. Um there still is a place for for offer ads in the account.

They've in the past we've never really seen them take up more than 25 30% of of our spend in terms of of ad dollars since we're just not as efficient as a lot of those players that are going oh

yeah let's let's go to 80% for for Black Friday this year. So

>> that's what you got to wonder what the fur is even made of right >> if yeah absolutely I ask myself that every day. Um, so that that's where

every day. Um, so that that's where again I I would insist that we're continuing to lean into like a lot of our evergreen strategies and some of that does involve res just simply reskinning um some of our top evergreen winners whether it be from the past

week, from the past month, from from the past year um with whatever offer we're able to muster at that point. Um, and

we've still managed to see a lot of success by that uh by leaning into what we have from an evergreen side of things. with respect to that maybe talk

things. with respect to that maybe talk a bit more around uh like the interactive side of um of the iteration because I think it's a bit different right um a lot of folks that say you

actually like iterate on it more rap you can iterate on it more rapidly because uh it's a simpler asset right so I'm curious what you do with with that component >> absolutely that that really is where a lot of our focus is when it comes to to

iterating on on the creatives and apploven is with the interactives and and with like a lot of the uh the gifs and statics that we're able to do just because it's very easy for us to be able to crank out additional additional

versions of those and getting into the really nitty-gritty details. Testing

against uh everything from color to exact like placements of the offers to orientation of the furniture is is another one that we're looking at.

Trying to get the uh the maximum amount of variables to cover off on um on a lot of those. And what an approach that I

of those. And what an approach that I will often take when I go outside of creative sets in terms of dumping 10 videos in together will be once I know that I have a proven winner from that group um then I will break it out as its

own video and start to test the interactives against it. So you have these additional layers that we're able to uh to pull from that I think can can be very impactful and still at that point I am still letting the algorithm

do its thing in terms of picking exactly which interactive which end card we want to appear against that video. Um, okay.

On the catalog, h I know that, uh, you know, you've implemented it. Um, you've

done it quite well. Um, curious like have you done much catalog testing like what what products to include in there?

Obviously, you're using custom CSV, so you have a lot of control over what gets shown.

>> It was probably the single biggest struggle that we had to deal with. Um,

[clears throat] after taking over for for Ashley's media spend, there's a couple big reasons behind it. We didn't

have a lot of experience in in the catalog arena. Um, both myself from from

catalog arena. Um, both myself from from my agency past and also on the resident side where we're we're focused on on the mattress brands, >> king, queen, that doesn't really make

for a compelling catalog across the across the variety. Um, so coming up to to Ashley where we have over 30,000 SKs in some of these, it was incredibly daunting. And what we saw from our

daunting. And what we saw from our initial testing, this was across channels, is that our other creative our BAU videos as I as I call them, they didn't stand a chance in terms of of

driving performance. So, it was really

driving performance. So, it was really something that we grappled with is okay, how are we going to find wins outside of the catalog arena. And that's kind of led us to yes, we we've we've really come a long way in terms of our creative

testing approach and and building out the flywheel to the point where we have be begun to increase that share of spend versus what what we're putting into the catalog. But we quickly realized that

catalog. But we quickly realized that the best use of our time in a lot of instance was to get really really deep into product set testing.

>> You've actually like optimized your catalog to be like very very tight around certain product categories. Okay.

We still we still do a lot of run of catalog uh just with everything in it testing um or that that that's kind of again the bell weather I would say is is part of our always on strategy of course

um and then as we look for our testing approach we have tried to get super super granular do promo specific cataloges for example where we have 80 products on sale but we're always looking at the opportunity cost there um

how is that going to perform versus the the run of the 30,000 and we've really we've really had trouble making the the the very very niche sets work when we start to group by um like individual

line like crystalline collection like individual groupings you can get you can get infinitely cute with how you want to slice and dice the catalog across the board. Um, but what we found is you

board. Um, but what we found is you really need to hit that sweet spot between maximum customizability, like maximum options for the algorithm to choose from for an individual placement,

um, versus ones that are going to really drive the biggest impact for your business. What we've kind of landed on

business. What we've kind of landed on is going for around like a products over $500 type of set where we're taking out a lot of the this the smaller ticket

items. Have you ever tried moving um moving uh this like skew density concept, right? So like showing someone

concept, right? So like showing someone a lot of skews. Have you ever tried moving that into a video? Like you know, hey, like this is just like a just a skew a video like a like a carousel. Has

that ever worked?

>> Oh. Oh, like a carousel flipping through it. It's interesting that you can't tell

it. It's interesting that you can't tell you. I can't tell you now, but we have

you. I can't tell you now, but we have it coming up um with some >> Okay. Okay, cool. Yeah, cuz again I

>> Okay. Okay, cool. Yeah, cuz again I think you have 35 seconds, right? If you

got 35 seconds to show someone something, just show them a lot of stuff. See what they like.

stuff. See what they like.

>> Yeah. Yeah. And that is an option in some cases to like turn your your catalog into a video. Um, flipping

through. Not something that we've tested on Axon yet, but as I mentioned, it is probably your head's in the right space.

>> Okay. The last um last area I want I want to chat about is uh around scaling, right? So, scaling for promotional

right? So, scaling for promotional periods especially. Uh obviously,

periods especially. Uh obviously, you know, you have I think more than most uh some pretty insane scale ups uh during promo periods. Do you want to tell tell people a little bit about about that?

>> We go hard for the holidays. Um, as much as I as much as I would like to have those days off, um, and I relished it in the past, we're we're always on. We're

we're at the end of the day, it's it's a simple calculation. We're we're looking

simple calculation. We're we're looking at to to match spend to demand to maximize our share of voice during these crucial periods where we know that the demand is going to be there, especially

especially around those major tempo periods. So that's your Memorial Day,

periods. So that's your Memorial Day, that's your your Labor Day, your July 4th. Yeah.

4th. Yeah.

>> And of course, Black Friday first and foremost. Now, this is this is industry

foremost. Now, this is this is industry specific. Um but I would encourage

specific. Um but I would encourage everyone out there to really have a good understanding of your demand trends.

That that should be second nature to you of of understanding year-over-year um consistently where that spend is coming from. And for me, it always comes back

from. And for me, it always comes back to like some of the misconceptions I had when I first started out um in performance marketing with my career where I would see, oh yeah, we had a fantastic rorowaz over Black Friday.

This is great. our our ROAZ doubled um like over that period and now I'm I'm hands on my head going oh gosh we didn't spend nearly enough um >> we left a lot of money on the table

>> against these creatives so start to start to view it from rather as efficiency as cost efficiency per ad dollar think of it as like efficiency per opportunity is really the approach

we've taken and we we pride ourselves at resident on our ability to scale massively during these holidays and that's probably one I I think it might be the single thing that's impressed me the most about applovening um is one of the reasons that that we are

consistently working over those long holiday weekends is to just make sure that we can spend up to what we have projected for Memorial Day for example we over the course of of a 3-day period I

want to say we went from spending around this was when we first started out for spending around 4K a day all the way up to 25k per day >> like just give the give context to how fast that happened like was it over a week was it over a weekend over a couple

days >> it it was over the course of 3 days of that that we scaled those up. So we

>> 25 is kind of uh that's pretty impressive. Yeah.

impressive. Yeah.

>> 2xed over day over day and and we are you going to lose a little bit of efficiency on that first day? Yes, of

course it's going to happen. When you

look at week over week in terms of efficiency, this is what what we pride ourselves on is you can't look at it without the context of the spend behind it. We were flat on rorowz from the week

it. We were flat on rorowz from the week before Labor Day to the week during Labor Day where spend had more than 3xed across that time frame. Um so you are going to pick up some efficiency on the back end of it. That's one of the main

differentiators between the resident business and the Ashley business is in the resident business, we don't have budgets. We have efficiency targets. If

budgets. We have efficiency targets. If

we're below our efficiency target, we scale back. If we're above our

scale back. If we're above our efficiency target, we scale up. And that

applies to, you know, every level.

>> Yeah. Yeah. Yeah. Of course. Of course.

Um that's that's actually epic, man.

That's so epic. Well, look, any parting thoughts, uh words of wisdom, advice?

>> Keep the setup as simple as it can possibly be. Um that's really where we

possibly be. Um that's really where we are seeing the whole industry start to move. you see like a lot of the updates

move. you see like a lot of the updates that that Meta has been making, not just over the years, also recently with with Andromeda is lean on the algorithm. Um,

let it take care of the heavy lifting for you as a media buyer. That's

absolutely music to my ears. Um, so

yeah, that that that would be my parting advice.

>> All right, Dan, this is a pleasure. I

love it. Thank you for the time. Thank

you for the partnership.

>> You've been amazing. Ash has been amazing. Reson's been amazing. Um, and

amazing. Reson's been amazing. Um, and

yeah, like I wish you the the most incredible Black Friday and Q4 ever.

Like I hope you guys absolutely slay.

We're we're looking forward to crushing it.