Revamping Your Strategy and Audiences for the Latest “Safe & Civil” Facebook Advertising Update

Your social advertising strategy and audiences may need a bit of an overhaul to align with updates to Facebook’s “Safe & Civil” Advertising Policies, especially if they fall within particular categories.

If your customer is running a campaign that does fall within one of the three categories upended by recent Facebook policy changes, it’s best to launch your campaign with a Special Ads Category applied prior to publishing. This will save you time and a headache resolving errors during the length of your campaign.

The Trust Crash: How Our Platforms Are Failing Us At Every Level and What We Can Do About It

It doesn’t have to be this way. There are the seeds of a new generation of open platforms and technologies aimed at evolving the platform paradigm to one of transparency, value share, and universal governance representation. Sharing value with users via data revenue share; allowing users access to insights generated about them and their peers and help to understand who is trying to engage with them and why; rev share and benefits for service providers; collaborative governance; and abolition of unilateral platform expulsion or rule changes are just several of the major changes on the table. A whole host of new open platform operating protocols is emerging.

Facebook, Free Speech, and the Responsibility of Power

The many arguments adduced to spare Facebook the responsibility of monitoring its content, of removing content that leads to physical violence all the way down to false political advertising, fail because they are based on under-developed understandings of responsibility itself. To argue that Facebook should be spared almost all regulatory expectations because it is a technology like the telephone rather than a media site like the New York Times or that Facebook should not be entrusted with taking down false advertising or striking down violent speech because those are tasks best left to the government is a failure of imagination and a failure to imagine what (civic) responsibility entails. As the word suggests (respons-ibility), the responsibility of any company or person who provides the possibility of speech, who can take it away from any given user and makes billions in profits off it, is to answer for and consider the admittedly unpredictable and deeply complex ramifications of the speech spoken under the company’s or person’s auspices.

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3 Challenges Keeping Chief Growth Officers Up at Night

The role of the Chief Growth Officer is challenging enough without digital ad budgets getting upended. But that’s exactly what’s happening. Thanks to radical changes made by the three largest U.S. online ad platforms, the digital advertising ecosystem is undergoing a transformation, and it is forcing Chief Growth Officers to reconsider their marketing strategies. Here are three challenges keeping Chief Growth Officers up at night—and a straightforward solution for getting more sleep.

Impending Brand Safety Woes: Nasty and Misleading Political Ads Hit Facebook

If brand safety in the 2020 election season does not immediately seem concerning, consider the following: You’re an advertiser hoping to run digital ads for your advertising tech solution. You pay a publisher with huge traffic big money to score impressions on its platform. But as soon as a Democratic voter navigates to the site and sees your ad, along with it pops up a big Trump ad making inflammatory claims about Biden. The web surfer navigates away from the site. Who wins?

Google Considers Buying TikTok Rival

TikTok could be seen as a competitor for YouTube, the video platform owned by Google’s parent company, Alphabet. TikTok is typically seen as a greater threat to Facebook in the social category, and the social giant is testing a copycat app of its own to crush the insurgent. But more time on TikTok could also mean less time on YouTube in a tight attention economy, and TikTok’s fervent teen users apparently have Google concerned enough to spark a potential Firework deal.

Facebook Marketing Partner Summit 2019: What’s All the Hype about Messaging?

Facebook led the Summit with this very interesting statistic: “There are now more messaging users than social users globally.” While the semantics of “messaging” vs. “social app” draw a fine distinction, on raw user count alone, WhatsApp and Messenger account for 2.9 billion users, and Facebook alone sits at 2.4 billion.

With these numbers in mind, Facebook’s contention is that conversation should be a larger part of the consumer journey when it comes to advertising, even noting that consumers are increasingly expecting to be as well, creating a virtuous cycle of sorts.

3 Ways DTC Brands Impact Legacy CPG Playbooks

Direct-to-consumer (DTC) brands have forced legacy CPG brands into a major strategy shift. The rumblings of the digital transformation signaled change was coming, and the rise of DTC brands has led CPGs to rethink consumer engagement and the marketing tactics necessary to achieve that goal. And, in today’s digital-first marketplace, CPG margins are tightening because of the competition from DTCs as well as Amazon’s white-label product lines.

The result of these challenges sees the CPG playbook evolving to meet the digital-first ecosystem through tactics including investing in acquisitions, moving advertising budgets into digital, and including emerging marketing channels such as experiential marketing to create brand awareness and make direct consumer connections.

Employees Are Connecting On Facebook: Here’s Why They Shouldn’t

When they aren’t connecting in the office, 87% of employees are connecting on Facebook. With more than 1.5 billion daily active users, it’s no surprise that employees flock to the platform to connect with colleagues. Facebook is easy and familiar, and many employees have used it for years. When employees want to connect personally with someone they know professionally, Facebook is the natural first step. 

But Facebook isn’t the best place for making personal connections with coworkers, mainly because of the amount of personal content employees post. They express their political opinions and might post jokes and language that could easily offend in a professional setting. When you introduce professional contacts to a personal platform, the lines of what’s appropriate are blurred. People might begin to censor themselves, which isn’t always healthy. Or employees might feel uncomfortable with a coworker based on something they’ve seen online.

Channels Are the New Citations

Enter Phase Three. As my column’s title suggests, I would argue that the old concept of citation building has largely lost its relevance, and that thinking of the local network as a system of channels — parallel, somewhat independent sources of consumer traffic — is a more appropriate paradigm for where we are now. 

In all, there are approximately 10 independent sites and site categories that together make up the primary channels where any business should be well represented in order to be competitive.

What Facebook’s Second Wave of Data Privacy Tools Means for Advertisers

Facebook finally rolled out the ‘Clear History’ feature, now known as the ‘Off-Facebook Activity Tool.’ This tool will show users a summary of the apps and websites that have shared their user data with Facebook and gives users the opportunity to control what information, if any, is shared with these websites. According to Facebook, the company “won’t know which websites you visited or what you did there, and won’t use any of the data you disconnect to target ads to you on Facebook, Instagram, or Messenger.”

As advertisers, it’s important for us to understand how to prepare for the impact and to keep these updates top of mind as we move further into the second half of the year. 

Google Hit With Another $500+ Million Fine

Google is in the news for the wrong reasons again. The search giant agreed to pay a 500 million euro fine (about $550 million) to settle a French fiscal fraud probe after investigators in the country accused it of dodging taxes, Reuters reported.

Google’s headquarters are in Dublin, Ireland, where it settles all sales contracts to avoid paying higher taxes in the rest of Europe. Alphabet isn’t the only company to take advantage of tax loopholes to avoid paying its fair share; Apple and Facebook also have large operations there.

The Number-One Reason Consumers Will Delete Your App

It’s easy to get your app deleted from consumers’ phones at a time when every businesses has its own mobile property and social notifications are wearing consumers down. If you want to get deleted, just message your customers all the time, a new study by messaging platform Leanplum found.

The most common reason consumers deleted mobile apps is too many irrelevant notifications, Leanplum’s survey of 1,000 US mobile users found. This held true for all generations, from Gen-Z to Baby Boomers. More than 75% of the crucial millennial generation said they delete apps due to excessive notifications.

Klos Founders See Opportunity in Social Messaging Market

Like so many other startups, Klos is being marketed as a solution to a problem. In this case, the company’s founders see the problem as social media being inherently anti-social. Original broadcast sharing on legacy social media networks like Facebook, Twitter, and LinkedIn is on the decline. Messaging services like WhatsApp and iMessage are incredibly popular, but they don’t help people expand their social networks. While there are existing services, like Tinder and Bumble, that combine messaging and network expansion, they almost all fall into the dating app category.

3 Reasons Facebook CPMs are Exploding

There are many issues that are causing the cost of advertising on Facebook to go up, but the benefits of Facebook advertising — reaching a logged-in audience with highly targeted and measurable campaigns — isn’t restricted to just Facebook. It’s time for marketers to diversify their ad spend and turn elsewhere to reach new audiences with a high return.

How the Newest 5 Features from Google will Change the Role of UA Managers

Facebook and Google still haven’t figured out how to automate creative. They can’t really even automate creative testing yet. So, take all the time you used to spend with bids and budgets and media buying and shift it to creative. Odds are, you aren’t spending even 2-3 hours a week monitoring and analyzing your competitors’ ads. Shift from bid edits and go do that. Or even better, spend 4-8 hours a week monitoring and analyzing competitor’s ads, and even ads from outside your industry. This research can result in blockbuster new creative concepts — the type of 100x ads that rocket ROAS.

Facebook Emerges as Key Tool for Reputation Management

For franchise businesses, specifically, Facebook is critical. The platform has rolled out a significant number of enhancements to help companies manage all facets of their digital reputation. And in the last year, nothing has been quite so impactful to franchise businesses as the rollout of Locations – the company’s local pages feature, which enables a multi-location business to link, and manage, individual franchise pages to the corporate brand page.

In order to leverage the network as a true reputation management tool, franchise brands must get accustomed to the three features outlined in this piece, which can be used to enhance the online reputation of every location and control public perception of your overall brand.

3 Things You Need to Know about Marketing on Reddit

Reddit refers to itself as the front page of the Internet. It’s a veritable goldmine for a marketer who knows how to leverage it. The trouble is, most don’t. They treat Reddit as no different from Facebook or Twitter. Here’s how to avoid making the same mistake. 

For Publishers, When It Comes To Display, Blame the Format, Not the Targeting

A controversial new study by Carnegie Mellon University found that digital publishers get roughly 4% more revenue for an ad impression that is cookie-enabled — or personalized — versus one that isn’t. That’s not much. And while the sample was limited — they only reviewed ads for one “large U.S. media company over the course of one week” — it highlights a question publishers have been grappling with for a long time. 

Is cookie-based ad-targeting worth it? Given the mounting costs of investing in data stack technology; reputation issues (the “creepy factor”) and regulatory concerns like GDPR and CCPA that publishers routinely face as a result of behavioral ad-targeting, is the value really there? And is it justified? The Carnegie Mellon findings suggest that the benefit is minimal. However, as I see it, publishers are focusing on the wrong issue.

Marijuana Advertisers Chart Uncertain Territory with Laws in Flux

Could running ads for cannabis products put digital publishers in the crosshairs of federal regulators? It’s a question that more and more publishers are asking, even as marijuana legalization continues to spread across the U.S.

In a bid to help businesses in the cannabis industry understand what is, and isn’t, legal from an advertising perspective, Dash Two released its own guide to marijuana advertising laws. The company says it will keep its guide updated as the laws continue to evolve.