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Meta is Developing a New ‘Basic Ads’ Product for Facebook to Counter Losses Due to Data Privacy Concerns

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Meta Looks Set to Push Publishers Towards Short Video in New Pivot

A basic Facebook ads product, which doesn’t use advanced targeting? How would that work?

As reported by Business Insider, Meta is reportedly developing a new, privacy-friendly Facebook ads offering which would use a lot less user data for targeting.

As per BI:

“Facebook is in the early stages of developing a product that wouldn’t rely on any anonymized personal info from users, two ad buyers from different ad agencies told Insider. “Basic ads,” as Facebook engineers have been calling it, is aimed at brand advertisers that are trying to build awareness and shape perception of products. One of the buyers, who are known to Insider but spoke anonymously to preserve their relationship with Facebook, said it would be measured by basic metrics including engagement and video views.”

Engagement and video views, hey? That would theoretically mean that the performance and reach of your ad would be relative to how much engagement it generates. Create a good ad and your cost for exposure would reduce, as user interaction would help to fuel more reach in the algorithm.

Though that reach would not be as targeted – so the benefits you would glean from creating better ads would have to be counterbalanced by exposure to users who are never going to become your customers. Though some of them might, and the more reach you get, the more chances that you’ll connect with the right people, as opposed to honing in on them through Facebook’s current advanced targeting tools.

As such, Basic Ads, you would assume, would also be a cheaper Facebook ad option (though the price would be variable based on advertiser interest). The focus would be on building general brand awareness through broad audience exposure – so if you’re not looking to target any specific audience or group, you could run a basic ad, targeted to Facebook users more generally, while if you’re confident in your creative, it might also be a viable opportunity.

Though overall, these less targeted campaigns would also, you would assume, be far less effective in generating direct results. But then again, if the price is right, and you’re able to run broad-reaching campaigns, that could still be a good way to boost exposure, without utilizing more invasive user data elements.

The product is being developed in response to Apple’s ATT update, which has seen many Facebook users opt out of personal data tracking in the app. Indeed, Meta noted in its Q4 2021 update that Apple’s new privacy prompts would cost the company around $10 billion in lost ad revenue throughout 2022. Some have put that estimate even higher, while there are also ongoing effects for Facebook in not being able to build its data banks.

Years of highly publicized privacy missteps have cost the company, with many of its 2.9 billion active users taking the opportunity, when prompted, to cut off Meta’s data access.

Meta has tried to curtail the trend by highlighting how targeted advertising helps SMBs, in particular. Though clearly, those pushes have had limited impact, leaving Meta to seek out new ways to mitigate the data losses, and keep the ad dollars coming in.

Providing alternate ad options could be one avenue to take, and at Meta’s scale, they’ll likely still attract significant ad spend, even with reduced targeting.

In some ways, it’s a step back to more traditional ad offerings, with TV and magazine ads never able to offer specific targeting at the level that Meta can. But the reach of each option is still enough of a lure to keep advertisers interested, and that’s largely the same principle that Meta seems to be applying in this approach.

But we don’t have the full details as yet.

According to BI, Meta was initially hoping to begin testing its Basic Ads product in January, but it didn’t meet that deadline. The option is expected to be tested in Europe first (where it will fit in with the expansion of the EU’s GDPR push), before being made available to US brands.

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How to Successfully Use Social Media: A Small Business Guide for Beginners [Infographic]

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How to Successfully Use Social Media: A Small Business Guide for Beginners [Infographic]

Are you a small business owner or marketing manager, just getting started on building your social media strategy? Need to learn the basics before launching your first social media campaign?

In this infographic, Sprout Social shares social media tips broken down as follows:

  • Who uses social media?
  • What does social media do for you?
  • Define your goals
  • Targeting your audience
  • Choosing a platform
  • Social media metrics

Check out the infographic below to learn more.

How to Successfully Use Social Media: A Small Business Guide for Beginners

Sprout Social

 

 

 

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Moore Digital Names Two Executives To Serve Nonprofit Fundraisers 02/07/2023

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Moore Digital Names Two Executives To Serve Nonprofit Fundraisers 02/07/2023

Moore Digital, which assists nonprofit clients with fundraising, has named Adva Priso as chief strategy officer and Bonnie Huey as senior vice president of
digital media.

They are joining a team of “more than 70 top digital experts from across the for-profit and nonprofit industries, including strategists,
media planners and …



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Pinterest Now up to 450 Million Active Users, Posts Solid Numbers in Latest Performance Report

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Pinterest Now up to 450 Million Active Users, Posts Solid Numbers in Latest Performance Report

Pinterest has posted its Q4 and full-year earnings for 2022, showing steady increases in both users and revenue, as it continues to build out its various offerings.

First off, on users, Pinterest added five million more active users – most of them coming from Europe – within the final measurement period of last year.

That’s a good sign for Pinterest, which actually lost users in early 2021, after the COVID-induced boom in eCommerce activity of the previous year, which saw the platform post record high usage numbers.

Many analysts and businesses seemed convinced that the COVID boost to online shopping would hold, even after the pandemic ended. That lead to companies like Meta, Google, Amazon and Twitter investing big into commerce solutions – but many of the staff they put on were eventually culled in the most recent round of lay-offs, because once physical stores re-opened, people actually did go back to shopping as normal, as opposed to continuing to rely on online options.

Pinterest felt that the most, but now, it’s steadily building back up again, as it continues to refine its solutions around evolving shopping behaviors. Which includes video content.

Pinterest’s big winner on this front has been Idea Pins, its Stories-like option which presents uploaded video in a swipeable, full-screen display.

Pinterest Ideas Festival updates

The emphasis on this format has helped boost the platform’s appeal with younger audiences, with Pinterest reporting that Gen Z was the fastest-growing demographic on the platform, increasing double digits year over year.

“Gen Z sessions grew much faster year over year than sessions from older demographics, while nearly half of all new videos pinned in Q4 were from Gen Z users.”

Pinterest also says that sessions continued to grow faster than MAUs, an indicator that it’s driving better engagement overall, while it also increased its overall video supply by 30%, another marker of the popularity of Idea Pins.

Because you can’t post video as a native pin anymore, only in Idea Pins (or paid ads), underlining the focus on the format, and Pinterest’s evolving usage.  

On the revenue front, Pinterest posted a 4% year-over-year increase, after bringing in $877 million Q4.

Pinterest Q4 2022

As you can see in this chart, Pinterest’s revenue is climbing steadily, though its revenue splits remain concerning:

Pinterest Q4 2022

Or maybe you see this as an opportunity, with Pinterest still able to potentially eek out a lot more revenue from regions outside of the North American market. Definitely, it’s got some work to do in that ‘Rest of World’ bracket.

But Pinterest is still developing, and is still expanding its ad and business offerings into new regions. So there is, indeed, potential there – yet the size of the gap here is a concern.

Still, there is growth, slowly but surely, and maybe, if you’re a believer, you can see more ways for Pinterest to generate much bigger revenues moving forward.

Pinterest remains focused on shopping, and highlighting relevant products to users, with its ever-evolving recommendation engine providing better content matches to more users every day. It’s also investing in live-stream shopping, a trend that all platforms hope will catch on in western markets, while it’s developing more presentation tools for Idea Pins to capitalize on that engagement.

In combination, these approaches are working – but at the same time, usage growth in your local market may have stalled, going on these charts.

And of course, while overall growth is interesting, what marketers want to know is whether their customers are there.

For this, you can use Pinterest Trends, which enables you to search for the most popular Pin trends by region.

Pinterest Trends

Tap into these with Idea Pins and you’ll likely be on the right path, based on these latest insights from the app.

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