Brands boost BFCM revenue by 38% with creative ad expansion

Analysis of global Meta advertising data by Nest Commerce reveals that brands significantly increased revenue over the Black Friday and Cyber Monday (BFCM) weekend by expanding both the volume and variety of creative assets in their campaigns. Brands adopting this strategy reported an average year-over-year revenue growth of 38%, while advertising spend rose by 13%.

Creative output

Data was drawn from the performance of over 40 major eCommerce brands, with collective media spend exceeding GBP £100 million. According to Nest Commerce, these brands implemented two to three times more creative assets than in the previous year's campaign. This approach aligned with changes in Meta's ad platform, particularly following the introduction of the Andromeda ad retrieval engine, which now prioritises campaigns featuring a broad array of distinct content over repetitive iterations of the same asset.

Performance metrics

Brands within Nest Commerce's Meta portfolio also recorded a 6% increase in average order values and a 9% improvement in conversion rate. Despite these gains, there were also notable improvements in advertising efficiency. Cost per thousand impressions (CPM) declined by 16% and cost per acquisition (CPA) fell by 14%. However, click-through rates (CTR) decreased by 11% over the same period, signalling potential shifts in user engagement dynamics.

Platform shifts

The report suggests that Meta's evolving advertising technology is influencing how brands devise and execute their creative strategies. The Andromeda engine's preference for diverse content means brands deploying a wide range of unique creative assets are more likely to achieve favourable campaign results.

Retail focus

Nest Commerce partners with multiple retailers in the eCommerce sector, including businesses such as Reiss, Hims, Crew Clothing, and Urban Outfitters. The findings are based on aggregate campaign data rather than individual brand performance. This gives an industry-level perspective on the effectiveness of creative asset diversification during high-volume retail events.

"This BFCM weekend sent a clear message: creative engines win. The brands that achieved success were those that closed the loop between production and performance, fueling the algorithm with fast tests, high creative volume, and truly distinct concepts, not just minor edits of the same idea. The brands leaning into this creative strategy are shaping the next phase of performance," said Luke Jonas, Chief Growth Officer, Nest Commerce.