Facebook Ads ‘Common Mistakes’
If marketers are complaining that Facebook’s ad offer ings don’t work, it’s probably because they don’t fully understand how to use them. That’s the nutshell from a presentation by Facebook’s Gokul Rajaram, Product Director Ads, at AdExchanger’s Human Centered Automation conference yesterday. Business Insider’s Nicholas Carlson has the rundown. Read it. “Through the new Facebook Ad Exchange, marketers can target, on Facebook, users who have visited their Web page in the past. Rajaram thinks marketers don't do that enough,” Carlson writes.
You can talk about “premium” and “quality” all you want, but unless it scales -- reaches enough of the targeted audience -- it won’t matter at all. With that in mind, AOL, which has been hoping to derive more dollars from high production value video, is teaming up with curator Magnify to get greater distribution. “We’re always looking for new ways to gain additional exposure for our content and drive advertiser value, and this partnership helps us deliver on that mission,” Ran Harveno, SVP of The AOL On Network, told Techcrunch’s Rip Empson. Read more.
Facebook has added a new class of Preferred Marketing Developers (PMD) for “Strategic” partners who are driving “outstanding positive impact” in the ecosystem. Who makes the cut? Twelve companies, including Adobe, Nanigans, and Brand Networks. Says the blog post, “Each Strategic PMD earned the distinction through a rigorous selection process that among other considerations, is based on shared values, strategic alignment, and growth potential with Facebook.” Read more.
New Strategic Eco-chart
Boutique I-bank LUMA Partners claims to have ripped the lid off of strategic partners in the ad tech sector in its first-ever iteration of a Strategic buyers ecosystem map. LUMA’s Terence Kawaja writes, “Today we are publishing the most important industry map – the Strategic Buyer LUMAscape. Historically, digital acquisitions were dominated by four core companies: Google, Microsoft, Yahoo and Aol. While this group remains relevant, we have witnessed an expansion of the buyer universe as digital business models converge across media, software, services and commerce.” See it now.
Mobile Tracking’s Larger Problem
With Apple weathering all the bad reviews for replacing the Google-powered map app that was formerly embedded in the iPhone’s previous operating systems, the issue of replacing the unique identifier on its mobile devices is probably an after thought at the moment. Still, the ability to balance tracking user behavior and maintain privacy is a big issue and the alternatives to the UDID is coming. ClickZ’s Matt Kapko surveys the UDID’s successors. But whatever tracking tool is used, there’s a larger problem facing marketers. "We need to dispel the myth that tracking is bad and evil," said Gareth Davies, commercial operations director at Somo Global. Read more.
Data’s Social Value
Instead of trying to ply their users with more ads, perhaps social networks should spend more time trying to derive value from their data directly. That’s the view of IBM Collaboration Solution’s social analytics strategist Marie Wallace, who tells O’Reilly Radar’s Ron Miller, “The key is that in most cases ads only work in a search-like context, however with most social media sites people are not going there to search. They are going to converse with friends and family, which makes ads interruptive and frequently invasive.” Read more.
As the industry evaluates Facebook’s and Twitter’s marketing options, the ad industry is turning its expectations to image-sharing site Pinterest. Ad tracker Convertro has had some preliminary talks about revenue-generating ideas with Pinterest, Adweek’s Tim Peterson reports. Convertro CEO Jeff Zwelling shared some of the ideas, all of which are anchored to Pinterests immense, real-time flow of data and shows obvious purchase intent. “If someone keeps repinning Marc Jacobs dresses, there’s a high probability they want to buy Marc Jacobs dresses,” Zwelling observes. Read more.
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