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How Facebook Ads Are Changing In 2022

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How Facebook Ads Are Changing In 2022


Facebook ads are changing. Realistically, who’s surprised?

Facebook ads and change are synonymous. It would take at least 3-digits to count all the updates Facebook has made to its advertising platform since its launch in 2007. As marketers, we’re just riding the wave (including the biggest wave of their recent parent name change to Meta).

With each advertising change, it’s not our job to dramatically ask, “WHY?!”. Instead, we have to ask, “How?”.

  • How are ads changing?
  • How does this impact my business specifically (based on products and niche)?
  • How will I adapt?

Here’s what you need to know about the latest changes launching on January 19th, 2022.

*Some* Detailed Targeting Options Will be Removed

For those relying heavily on Facebook advertising for profits, take note that Facebook said *some*—not all.

This isn’t necessarily Facebook’s opinion on how to make advertising better. The social media platform confidently says, “We strongly believe that the best advertising experiences are personalized.” But, their consultants in the civil rights and policy sectors (and their stakeholders) are requesting the update.

Facebook is agreeing to make some parts of their advertising platform less personalized to “better match people’s evolving expectations of how advertisers may reach them on our platform…”.

The detailed targeting options that will be removed involve topics that Facebook has categorized as sensitive like:

  • Health
  • Race
  • Ethnicity
  • Sexual orientation
  • Religion
  • Political beliefs

As of January 19th, 2022, advertisers will no longer be able to target users based interests like:

  • Lung cancer awareness
  • LGBT culture
  • Jewish holidays
  • Social issues
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And as usual, Facebook will also use this update to remove targeting options on interests advertisers haven’t been opting for.

Here’s a rundown from the Meta for Business blog on how advertisers can adapt to these new changes.

What Does This Mean for the Marketing API?

The Marketing API will change on January 19th, 2022, but most campaigns can continue targeting the above options until March 17th, 2022.

That doesn’t mean you should wait until March to make changes, though. Facebook’s recommendation is to “the list of ad set IDs targeted at affected objects via the Deprecated targeting terms API. Thereafter, partners can evaluate the ad sets’ targeting specifications against Targeting Status API to identify the object IDs that may cause a pause in delivery.”

Before March 17th, you can make edits at the campaign level but Facebook warns some edits at the ad set level, like changes to placements and targeting options) could update your target audience. They’re advising you to avoid editing your campaigns or ad sets if possible, after January 19th.

How to Know If You Chose a Removed Targeting Option

After March 17th, 2022, advertisers choosing a remove targeting option will see this message from Facebook:

“Error code 100, sub code 18157520: Cannot Use Invalid Detailed Targeting Options: Some of Your Detailed Targeting Options Have Been Removed: This ad set includes detailed targeting options that are either no longer available or unavailable when excluding people from an audience. You may need to remove items from your ad set or confirm the changes to turn it back on.”

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If you see this message, you’ll need to update your targeting option outside of the mentioned interests above.

Facebook advertising is changing, but we’re not surprised. We’re here to ride Facebook’s wave—which looks like it’ll be taking us into the metaverse pretty soon. Using their suggestions to help reach these audiences, we can update our ad sets and campaigns to adapt.

Because as marketers, that’s really our main job. 

Master the marketing fundamentalsand adapt to the latest and greatest platform available to reach our audience.



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MARKETING

Is demand for ads on streaming services declining?

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Is demand for ads on streaming services declining?


As consumers sign up for more a la carte streaming apps and other on-demand TV services, they’re slightly less tolerant, on average, when it comes to watching ads, according to a new study by GroupM, the media investment arm of WPP. The research was conducted in December by GroupM’s Audience Origin (formerly LivePanel) and included 1,000 U.S. consumers.

Respondents to the survey were asked, “If it meant a lower monthly bill for your streaming services, how likely would you accept having to watch commercials?” In the previous survey, 76% agreed. This time, 73% agreed.

The GroupM study also concluded that access to ad-free and ad-light subscription services remained high, consistent with the figures they observed through public filings by streaming service operators.

Why we care. If the number of TV watchers who would tolerate ads for a discount on their services hovers around three quarters, that’s still sizable, and the reason why a company like WarnerMedia introduced an ad-supported version of their HBO Max app last spring.

Read more: 2022 Predictions: CTV and cross-channel advertising

WarnerMedia announced that combined HBO and HBO Max subscribers were at 73.8 million subscribers, but declined to provide a breakdown of how many chose the ad-supported tier of HBO Max, which is priced at $10, as opposed to $15 for no ads.

In an online press appearance, WarnerMedia’s President of Advertising Sales JP Colaco declined to provide the specific breakdown, but said that viewers did “sign up in droves” for the ad-supported tier.

As the streaming landscape continued to mature, ad-supported video, or AVOD, will remain a significant segment.

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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.



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CORE Branding with Jeff J Hunter and Trisha Leconte [VIDEO]

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CORE Branding with Jeff J Hunter and Trisha Leconte [VIDEO]


Jeff J Hunter (owner of VA Staffer) recently partnered up with Trisha Leconte to run BrandedMedia. Trisha’s personal branding agency “HEROBrand” – which is an acronym for “Helping Entrepreneurs Realize Opportunities”- was absorbed by BrandedMedia and they are so excited to announce their partnership.

In this video, Jeff and Trisha talk about the CORE Branding Method focused around building your own personal brand!

https://brandedmedia.io/

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How to Make the Most of AI Writing Tools, According to Bloggers

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How to Make the Most of AI Writing Tools, According to Bloggers


AI writing tools have come a long way since spellcheck.

(more…)

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