Facebook Says It’s Evolving, So What About Its $55 Billion in Ad Sales?

Barron's | March 08, 2019

Mark Zuckerberg used 3,000 words this week to outline his new strategy forFacebook ’s privacy plan. Surprisingly, very few of them were about advertising. In fact, he mentioned the advertising word only twice in his lengthy blog post, despite the fact that ads represented the bulk of Facebook’s $56 billion in revenue last year. The word choice left some wondering if Facebook had a real plan to monetize its shifting focus toward private communications. This move could have an enormous impact on Facebook’s advertising business,” eMarketer analyst Debra Aho Williamson told Barron’s in an email message.

Spotlight

Before we even start, let’s ask: Is email marketing for your small business even worth doing? Yes and no. Yes, if you do it well. No, if you take the path of mediocrity. Sure, tools can make email marketing easier, but it’ll still take time and effort. Before you invest any precious time into email marketing, take on the mindset that “good enough” isn’t good enough. Countless small businesses send out countless emails every day. If you were to sift through campaigns and results (as I do), the mountains of data would suggest two breeds of email campaign: the outstanding and the invisible. Your emails need to be outstanding.

Spotlight

Before we even start, let’s ask: Is email marketing for your small business even worth doing? Yes and no. Yes, if you do it well. No, if you take the path of mediocrity. Sure, tools can make email marketing easier, but it’ll still take time and effort. Before you invest any precious time into email marketing, take on the mindset that “good enough” isn’t good enough. Countless small businesses send out countless emails every day. If you were to sift through campaigns and results (as I do), the mountains of data would suggest two breeds of email campaign: the outstanding and the invisible. Your emails need to be outstanding.

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AD NETWORKS,BRAND MARKETING

Ted Sarandos Talks Netflix’s Potential Ad Partners and More at Cannes

Netflix | June 24, 2022

Netflix’s co-CEO Ted Sarandos was honored as the Cannes Lions 2022 Entertainment Person of the Year award. He took the main stage on June 23 in Netflix’s festival debut. He talked about questions about Netflix’s stock decline and more-is-more content approach while carefully sidestepping ad deal rumors and platform competitors. Sarandos brushed off the specifics on any rumored ad deals and said that Netflix was talking to all potential ad partners. However, he did add that an ideal ad partner had to make it easy for Netflix to enter the ad market. He talked about how Netflix’s initial ad integration is not what he envisaged for the company and that the platform would look at ad operations internally to give it more control. Ultimately, Netflix wants to offer creative ad products ‘better than TV’. He referenced his past life in merchandising for the physical media company West Coast Video, specifically the original release for Top Gun. “If you really love ‘Star Wars’ and Marvel, Disney’s probably the service for you. Our key is, can we have the engagement with consumers such that they will complement it with other subscriptions" -Ted Sarandos co-CEO Netflix Besides the ad deals, Sarandos talked about content and how Netflix looks at it. According to him, Netflix’s advantage is in not just providing content for one person but every subscriber. “If you really love ‘Star Wars’ and Marvel, Disney’s probably the service for you. Our key is, can we have the engagement with consumers such that they will complement it with other subscriptions,,” he said. “People's tastes are so diverse,” he said. “So, every time people say, ‘That's a lot of content,’ I say, ‘It's not all for you.’ And we’re really trying to make your favorite show, my favorite show—they probably don't line up. We do well at that, and then the UI is used to kind of personalize so I find my favorite show. That scales infinitely.” He dispelled the rumor that Netflix was trying to buy out Roku to cover device integration and data capabilities. He stated that Netflix is already ubiquitously distributed on internet-enabled devices and that “we would be better off getting Netflix embedded in every device than we will be competing in the device world.” He discussed Netflix’s support for Dave Chappelle. “We're programming to people with a real variety of tastes and sensibilities and how they were brought up and what they think is offensive, or what they think is damaging to themselves, or their children,” he said. “So the variety of how you can plan the same thing for everybody—it's an impossible feat.” Sarandos said that Netflix’s queer content receives the same support. “I do think supporting expression is really important,” Sarandos said. “I think it's almost impossible for me to censor Dave in the U.S. and then I've got people from all over the world who are super offended by our LGBTQ+ content—they want to take it down and they think it's super harmful; they think it's destroying their society—And not only do we fight for it, we fight it all the way to the Supreme Court and have never take it down anywhere in the world.”

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AD NETWORKS

Internet Ad Scams Under Microscope in the U.K

U.K. Government | March 14, 2022

On March 12, the U.K government announced additional amendments to the scope of the Online Safety Bill. These amendments focus on protecting people from advertising scams. The Online Safety Bill mandates that social media companies like Instagram, Twitter, and Facebook and search engines like Google need to protect people from both user-generated scams and prepaid fraudulent ads. Nadine Dorries, U.K Secretary of State for Digital, Culture, Media and Sport, said in a statement that the British government had taken these steps to make the ad industry practices accountable, ethical, and transparent. “They’re putting real teeth into this bill,” said Pedram Tabibi, partner at law firm Meltzer Lippe. “This could be the beginning of additional regulations and a sign of further scrutiny in the digital space.” “They’re putting real teeth into this bill,” said Pedram Tabibi, partner at law firm Meltzer Lippe. “This could be the beginning of additional regulations and a sign of further scrutiny in the digital space.” Thanks to the current draft of this bill, online users will be protected from fake ads that collect user data. Social media platforms and search engines will have to adapt proportionate systems and processes to prevent the publication and/or hosting of fraudulent advertising on their service. They will also have to remove the ads when they are made aware of fraudulent ads. Catfishing romance scams and fake stock market tips that people post through images, videos, and comments will also fall under the bill’s amendments. This bill means additional vetting and reviewing of ads to make sure they aren’t scams. It could slow down some of the ads from getting into the market, as told by David O. Klein, Managing Partner at Klein Moynihan Turco to Adweek. A higher rate card for advertisers is expected because of the costs that will be incurred for getting the ads reviewed. A legitimate advertiser may end up paying more to be whitelisted by an agency to expedite the ad review. Every time a legitimate ad is flagged as fraudulent, the advertiser may incur further costs. The Online Safety Bill was in the pipeline for a couple of years and is the U.K government’s step towards regulating online content and speech.

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AD NETWORKS

Twitter is Testing Three New Ad Formats

Twitter | April 01, 2022

Twitter has kicked off pilot testing of three new ad formats earlier this week. These formats include interactive text ads, product explorer ads, and collection ads. “As we kick off early experiments, we’ll aim to understand how the new formats resonate with consumers and drive results for advertisers. We’ll test, learn and iterate based on performance and customer feedback,” said Group Product Manager Madeline Bayer and Product Manager Lauren Nagra. Bud Light, Oreo, and Wendy’s are the other brands testing these ads. They are trying interactive text ads with a larger and bolder typeface. In such ads, advertisers can highlight up to three words in their ad copy which can bring the audience to a landing page when clicked. They can select from ten highlight colors. Bayer and Nagra wrote, “Not only will it be easier for these ads to catch the eye as people scroll through their timeline, but the highlighted words will offer a new way for consumers to engage with ad copy.” Bayer and Nagra wrote, “Not only will it be easier for these ads to catch the eye as people scroll through their timeline, but the highlighted words will offer a new way for consumers to engage with ad copy.” When it comes to product explorer ads, 3D comes into the mix for brands for the very first time. Consumers can rotate and swipe products to view them from different angles. If they want more information on the products, they can click on the ad’s shop button and go to the advertiser’s page. As for the collection ads, brands can display a primary hero image and five smaller thumbnail visuals. The primary image remains static when the users horizontally scroll through the thumbnails. Every image can lead the audience to different websites or landing pages. Only a handful of brands like Bose, Lexus, and New Balance in the U.S are testing these ads. Bayer and Nagra wrote, “Over the past two years, we’ve been working hard to simplify our ad suite, make our products more performant and measurable and give advertisers more options and new controls. As we look ahead, we see untapped potential to develop more creative and innovative ad formats that ultimately deliver results and value not just for advertisers, but also for consumers and creators.” They continued, “We see a future for Twitter ads where our products can: Give advertisers opportunities for more creative storytelling and brand expression across every stage of the funnel; offer consumers a more immersive, rewarding and interactive ad experience; and help advertisers further lean into and unlock the power of conversation on Twitter. You’ll see us experiment with ad formats that help us work toward these goals and bring this ad vision to life on Twitter.”

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