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Meta Reiterates the Value of Personalized Ad Tracking in New Ad Campaign

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Meta Reiterates the Value of Personalized Ad Tracking in New Ad Campaign

Meta is still reeling from the impacts of Apple’s ATT update for iOS, which has seen many users cut it off from data tracking entirely, limiting the insight that it can then share with its ad customers.

Indeed, in Meta’s most recent earnings report, it outlined how Apple’s update, which it has publicly criticized many times, will likely hurt the company’s bottom line to the tune of around $10 billion in 2022.

That’s a massive amount, even for a company of Meta’s scale – and as such, Meta is once again launching a new ad campaign to both win over small business ad dollars, while also taking another dig at Apple’s change.

As you can see in this new ad spot, the latest in its ‘Good Ideas Deserve To Be Found’ series, Meta’s looking to reinforce the value of personalized ads for SMBs, and how they can match businesses with the most interested customers.

As explained by Meta:

“While there are some glimmers of optimism, small businesses are still facing the challenge of a lifetime. Meta’s most recent Global State of Small Business Survey showed that 20% of small businesses around the world were still not operational as of January 2022. Personalized ads have been a lifeline for small businesses through the pandemic, helping them find new customers and grow when it was difficult for people to be in person. In fact, 74% of SMBs using personalized ads reported that these advertisements were important to the success of their business.”

Meta’s hope is that this message will help to stop users from choosing to opt-out of data tracking when using its apps. Though for many, that ship has probably sailed, with the prompts already showing up, and users already flicking the switch, with no follow-up query to ask whether they might want to switch ad tracking back on at a later stage.

Still, Meta needs to do something, and maybe, by using the small business angle, that will help to lessen resistance to its tracking tools.

Which is the approach that Meta has taken from the start. Back in 2020, before the launch of Apple’s update, Meta explained that:

We understand that iOS 14 will hurt many of our developers and publishers at an already difficult time for businesses. Many of these are small businesses that depend on ads to support their livelihood.” 

It’s not Meta that Apple’s really hurting, the company sought to present, but small, mom and pop operators – “it’s you that will lose out if Apple enacts this change, and if individuals block its data tracking”.

In this respect, both elements are at least partially true – Meta loses out due to ad dollars shifting away, while its advertisers lose out due to less targeted, and thus, more expensive campaigns, which drive lesser results.

At Meta’s scale, that does indeed have an impact on the broader business landscape, but whether it’s actually Meta that’s hurting the most or SMBs, that’s more difficult to say.

In any event, that’s the stance that Meta’s taking, and it’ll be hoping that this new campaign once again underlines the value of personalized ads, not just for you, as a user, but also those businesses within your community.

In addition to the new campaign, Meta has also shared some tips to help SMBs navigate the changing digital ads landscape, and mitigate the impacts of changes implemented by big bad Apple.

  • Meta advises SMBs to work on short, mobile-first ads to drive more engagement on Facebook and Instagram. Meta says that its mobile users watch videos 5x longer than static images
  • Meta also suggests that SMBs utilize its Conversions API, which can help to create ‘a reliable and privacy-safe connection between your marketing data’. Meta’s Conversions API enables advertisers to send info on customer actions directly to Facebook, and can include website events, in-store activity or any other off-Facebook conversion data.
  • Meta says that its ‘Click To Message Ads’ have also become a more valuable method for maintaining direct connection in the post-ATT world. “By adopting this ad format, small businesses can do what they’ve always done best – provide personalized, white glove customer service and build strong customer relationships while making a sale”. So rather than relying on data-matching, you encourage potential customers to get in touch direct, facilitating immediate response.
  • Lastly, Meta also says that its Instant Forms and other lead generation tools can also be an effective way to collect first-party data.

So really, what Meta’s saying is that you need to build up your own direct connection where possible, and there are Facebook ad tools that can facilitate this. But it’s a bit of a shift in strategy, in that for years Meta has tried to push people to rely on its data-matching to deliver the best results.

In some cases, that may still be possible, and reports are that Meta’s automated audience matching and optimization tools are still delivering in some respects. But by tracking your own data, and utilizing that direct info, you’re negating the loss of insight as a result of Apple’s update, which will ensure a more stable framework for your marketing process.

Can Meta reverse the tide on data-tracking, and get more people to opt back in – or at the least, to not opt-out when prompted in its apps? It’s hard to say, but there is some merit to this angle, and it’ll be interesting to see if Meta does get any sympathy, or if we see a change in perspective over time as Facebook and IG ads become less targeted, and costs increase for brands.


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Solar Flares Or Sabotage? Internet Theories On Today’s Massive Cell Phone Outage

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Solar Flares Or Sabotage? Internet Theories On Today's Massive Cell Phone Outage

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Massive cell phone outages across America are being reported today by customers of AT&T, Cricket Wireless, Verizon, T-Mobile, Consumer Cellular, Boost Mobile, US Cellular, and Straight Talk Wireless, according to data from Downdetector, an online platform that monitors connectivity. That story and more news you need to read today, inside.

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Meta Expands Access to Instagram’s Creator Marketplace

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Meta Expands Access to Instagram’s Creator Marketplace

Meta has announced that it’s finally expanding access to its Creator Marketplace tool, which will give more businesses the capacity to search for creators to work with on their Instagram campaigns.

Meta first launched its Creator Marketplace back in 2022, enabling U.S.-based brands to search and connect with relevant platform influencers based on a range of qualifiers, including focus topics, follower counts, location, etc.

And now, businesses in the following regions will also be able to access the tool:

  • Canada
  • Australia
  • New Zealand
  • United Kingdom
  • Japan
  • India
  • Brazil

In addition to this, Meta also says that Chinese export brands will also be invited to connect with onboarded creators in countries outside of China.

Which is interesting, considering Meta’s tenuous history with the CCP’s “Great Firewall”, but the deal here relates to Chinese businesses operating in regions outside of their homeland, which is somewhat separate to Meta’s internal dealings.

In addition to expanding access, Meta’s also rolling new machine learning-based recommendations within Creator Marketplace, which will use Instagram data to help brands more easily discover creators who are the best fit for their campaigns.

Instagram Creator Marketplace

As you can see in this example, the new recommendations will highlight accounts that have strong engagement rates in your niche, have mentioned your brand in the past, or have produced good results for similar businesses.

That could make it easier to find the right fit, or at the least, to give you more options to consider in your process.

Branded Content collaborations can be highly effective on IG, by using the established expertise and experience of creators who have already built a following in the app, and know what works, to boost your promotions.

By working with the right creators, with connection to your target audience, you can secure valuable endorsement within key communities, which can help to germinate your branding in the right communities.

Brands can check out Instagram’s creator marketplace in Meta Business Suite, with access coming to these new regions shortly.



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X Faces Restrictions in India and Pakistan Amid Government Orders for Content Removals

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New Report Finds That X May Be Inflating its Ad Performance Results

X is facing new challenges in both India and neighboring Pakistan, with the Indian Government calling on X to censor specified accounts to counter unrest, and Pakistani officials seemingly blocking access to X altogether, amid accusations of vote rigging in its recent election.

Firstly, in India. As confirmed by X, the Indian Government has issued a new order for X to ban users that it has identified as prompting civil disobedience.

As per X:

“The Indian government has issued executive orders requiring X to act on specific accounts and posts, subject to potential penalties including significant fines and imprisonment. In compliance with the orders, we will withhold these accounts and posts in India alone; however, we disagree with these actions and maintain that freedom of expression should extend to these posts.”

X says that even though it is moving to fulfill these orders, it will also continue to challenge the Indian Government’s bans through whatever legal means it has available.

It’s not the first time that the Indian Government has demanded specific censorship from the platform, with both X and previous Twitter management being called upon to remove certain comments and users who’ve gone against official rulings.

Last year, X was forced to remove a BBC documentary that was critical of Indian Prime Minister Narendra Modi after it was banned in the nation, which many used as an example to highlight X’s inability to uphold its own free speech approach.  

Twitter, meanwhile, was served with a non-compliance notice in 2021 for refusing to action similar account takedown demands from the Indian Government. In that instance, which directly related to civil unrest, India threatened to shut down Twitter entirely in response, while it also suggested that the company’s Indian staff could face up to seven years jail time for failing to comply.

As such, Twitter was effectively forced to action India’s requests, in order to protect its staff (note: The Indian Government has denied that any such threats occurred).

Both incidents serve as reminders of how authoritarian regimes will look to control mass communication platforms, like Twitter and X, in order to manage messaging, and combat noncompliance.

Pakistan, too, has a long history of seeking to control social platforms, though more notably due to “inappropriate content”, as opposed to what users are saying. Pakistan, which is a Muslim country, has banned various apps, at different times, in response to concerns about content, though in this latest instance, it does seem to be taking a leaf out of India’s book in using bans to quell civil unrest.

X will now have to find a way to maintain an adequate balance between adhering to such requests, while upholding its own “free speech” ethos, though X owner Elon Musk has been clear from the start that his free speech push will not go beyond the bounds of local laws in each region.

So while Twitter has challenged India’s requests in the past, and X has vowed to seek further legal clarification around the same, it will be aligning with the Indian government’s requests, and removing users and content in line with their requirements.

Does that mean that X isn’t willing to stand its ground on its much lauded open speech approach?

No, not when the alternative is to see X banned entirely, which would eliminate all speech for the impacted individuals, and reduce all protests against government action.

And no matter what your opinion of X may be, it is still a highly influential platform, in many ways, which is why officials are still looking to control the discussion in the app.

Though the bigger for question for Elon specifically is how such actions could impact his other businesses.

Tesla is still working to get into the emerging Indian market, which could become a huge sales opportunity for the company. Tesla’s been working with the Indian Government to enact new concessions on import duties, in order to bring its vehicles to market, and it’d be interesting to know whether Indian officials have used such as a lever to pressure action at X.

Based on what we know, it does seem like X would have little choice either way, but it’s another consideration in this instance, which could cause some uncomfortable internal discussions around the same.



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