By Jessie Sampson

Trust between advertisers and consumers is the bedrock of effective advertising, not least when it comes to influencer marketing. The nature of influencers’ relationships with their followers means that transparency and authenticity are non-negotiable when it comes to communicating branded messages to their communities – and doing this successfully requires trusted partnerships between influencers and the advertisers they work with.

So, how are technological developments impacting the industry’s ability to deliver transparency? What does the growth of AI mean for authenticity in this space? And how is affiliate marketing helping to deliver a full-funnel view of influencer activations? Members of our Influencer Group share their views.

AI & influencer content

Melanie Kentish, managing partner, Gleam Futures: “As the influencer marketing industry matures with greater regulation and in-depth reporting, brands’ trust in the channel is building. Not only is the quality of content often as good as a brand’s own content, the production costs are a fraction of the price. But the most valuable asset of all is the trust fostered within influencers’ communities.

“However, the momentum at which AI is growing is startling and – now more than ever – it’s important that influencers are leading the way by turning their backs on beauty filters and holding their accounts to account to sustain that trust. Progressive advertisers will be casting authentic, filter free and diverse talent for their audiences to be truly represented. This in turn will do what’s right for both brands and society at large. It’s time to do better.”

The role of robust reporting

Ceres Cueva, SVP global publisher partnerships, Rakuten Advertising: “With marketers calling for greater measurement and transparency of campaign performance in influencer marketing, we’re seeing more brands combine influencer and affiliate marketing strategies. You get more robust reporting and actionable insights by layering affiliate tracking links into influencer campaigns; getting a full-funnel view into how influencers drive conversions throughout the consumer journey and better understand the creators, messages and creative that resonate most with your audience.

“These insights build trust between brands and influencers, solidifying relationships and allowing creators to make decisions that actively engage and convert consumers. The outcome? Lasting partnerships that transform influencers into brand ambassadors. After all, when a great storyteller or content creator can directly impact performance growth, it’s a win-win for both parties.”

Authenticity is essential

Izzy Treacy, senior campaign manager, Buttermilk: “Transparency and authenticity are key to building trust in influencer marketing. The recent #deinfluencing trend sparked some controversy amongst advertisers, but it also proved that influencers are striving to be increasingly authentic with their audiences and, in turn, brands are taking more action to encourage transparency in their collaboration.

“Technological developments are key to this – providing brands with improved access to the metrics that matter. As a result, they can clearly understand the impact of their investment and build confidence in future strategies. Additionally, with more tools providing API access directly from the platforms, advertisers can also feel more confident about their influencer selection. Finally, the increase in clear disclosure practices from bodies such as the ASA has created a level of assurance and brand safeguarding for brands investing in influencer marketing.”

By Jessie Sampson

Sourced from The Drum – iab.uk


By Paromita Gupta 

While Metaverse and Web3 will take a few years to take their full form, advertisers and marketers need to be prepared and get going on it.

Web3 is touted to have the potential to change the way systems work globally. And the world of marketing and advertising is and will not be privy to it. Much like how marketing took the form of digital marketing, it will now have to embrace the possibility of becoming decentralized in nature and adapt to the technologies of Web3 and Metaverse.

While Metaverse and Web3 will take a few years to take their full form, advertisers and marketers need to be prepared and get going on it.

Why the need to adapt?

Brands such as Nike, Hyundai, Adidas, Gucci, Louis Vuitton, and Samsung have embraced the virtual world and made it work for them. Demand Sage shared that the majority of revenue earned by the Metaverse came from advertising and made USD 114.93 billion in 2021.

Thoughtworks, in April, announced the purchase of its digital land in Jump.trade’sDX Racing Metaverse to leverage innovative ways and broadcast their brand and message. In March, Maggi announced the launch of its NFTs on OneRare Foodverse for reaching out to their fans and foodies in an all-new avatar. Puma announced Black Station 2 as an experimental 3D spatial playground for users to explore the virtual experience offered and/or mint NFTs by connecting their wallets.

“Brands should consider Web3 and Metaverse advertising and marketing over traditional methods due to the unparalleled potential for immersive and interactive experiences. By embracing these innovative approaches, brands can enhance their brand awareness, foster customer loyalty, and drive meaningful connections with their target audience. More importantly they no longer are constrained by geography and can sell to/engage customers anywhere literally,” shares Piyush Gupta, CEO, VOSMOS, a Web3 and Metaverse-oriented marketing company,

The user base will expand

Long story short, the user base for Web3 and Metaverse platforms will keep on increasing. The key reason for it is the control over data and the increase in privacy and security. Metaverse is reported to currently have 400 million monthly users as of 2023 and is expected to reach 800 billion users by 2028.

Users are and will be drawn to the virtual and decentralized world because of features such as ownership and control of digital assets, data and identity, transparency and trust, and enhanced privacy and security.

“With this strategy, brands may capitalize on the expanding trend of digital innovation while forging closer ties with their target market and staying ahead of the competition,” shares Hiren Shah, Founder & Chairman, Vertoz.

Why marketers and advertisers should tap into it

User engagement, direct communication, data ownership, and tokenization are the main reason why marketers and advertisers should tap into Web3 and Metaverse.

  • Tokenization- Tokenization lies at the centre of Web3 as a concept. With cryptocurrency and NFTs, brands can create an incentive system for users upon engaging with the brand content. The users can be rewarded with tokens which in turn can be utilized with the brand.
  • User engagement– Web3 will bring transparency to the table for the two parties. The relationships on this platform will be built on direct communication and trust. Marketers and advertisers will be able to learn the likes and dislikes of their target audience and how they engage with a brand publicly.
  • No middleman involved– The concept of tokenization and smart contracts will help remove intermediaries and middlemen from the process. Marketers and advertisers will be able to directly incentivize users to engage with them without any platform or ad networks coming in between. When it comes to marketers and advertisers, and influencers, the two can strike a deal with the need of any intermediaries, such as talent agencies or influencer marketing platforms.
  • Data ownership- Users will have more control over their data and will have more privacy and security. The data can be monetized by the user at will. A possible aspect of Web3 can be focused on enforcing data confidentiality and integrity on each transaction by having the owner of the wallet ‘sign it’. This concept can see advertisers and companies seeking permission from the user to access and use their data and have the user be compensated accordingly.

When should a brand think of using Metaverse and Web3?

“Firstly, understanding their target audience’s presence and engagement within these platforms is crucial. Secondly, brands should ensure their messaging and experiences align with their core values and resonate with the audience in the virtual space. Lastly, brands need to evaluate their technological readiness and capacity to provide immersive experiences,” shares Shah.

“There needs to be clarity on why the brand is getting into metaverse and what the short and long-term goals are. For example many brands are not there for sales but to reinforce and deliver a more immersive brand experience to their consumers. Second is ensuring readiness in terms of scalability and accessibility, in order to deliver a consistent and effective experience to a diverse and global audience, before taking the plunge. Half-hearted attempts simply backfire and do more harm than good. Last, look at aspects like security since web3/metaverse needs to be seamlessly integrated into the company’s existing systems/channels and that poses a potential threat if not well protected,” adds Gupta on being asked the question.

Feature Image Credit: Freepik

By Paromita Gupta 

Covering news and trends in AI and Metaverse segments. An avid book reader running her personal blog on the side. You may reach me at paromita@entrepreneurindia.com.

Sourced from Entrepreneur India

By David Cohen

The research firm suggests treating the beleaguered platform like an emerging channel

A new report from Forrester, “Twitter Isn’t Canceled; It’s Downgraded,” stresses that Twitter is far more relevant to users than advertisers and provides suggestions on how marketers should treat the platform moving forward.

Forrester data reveals that 22% of online adults in the U.S. used Twitter weekly in 2022, well behind Facebook (63%) and Instagram (40%).

The company said in the introduction to its report, “Twitter ranks highly on the cultural relevancy scale but low on the advertiser priority list. It’s where news breaks, politicians debate, activists organize and niche communities meet. And despite Twitter users threatening to leave the platform, application downloads are up since Elon Musk took over. No other social media platform—not even Reddit, Mastodon or Hive—can replace Twitter for consumers.”

Principal analyst Kelsey Chickering delved further into the advertising side in a blog post, writing, “The advertising community has given Twitter more oxygen than it deserves since Elon Musk took over. The reality is that Twitter has never been a critical media channel in the overall media mix, comprising just 1.3% of 2022 digital ad spend based on Forrester’s 2022 Advertising Forecast, U.S. Why? The ad experience on Twitter has never quite caught up with other ‘legacy’ social media platforms such as Meta’s family of apps. According to media buyers and social media strategists who spoke with Forrester, Twitter doesn’t quite deliver on lower-funnel performance.”

Forrester said in the report that advertising executives it spoke with believe Twitter’s direct-response ad products pale in comparison to those from Meta when it comes to meeting lower-funnel media goals, and they only rely on Twitter for mid- to upper-funnel media goals like awareness and consideration.

Advertisers also told Forrester Twitter’s targeting and personalization capabilities are less mature than those of other social media platforms.

Forrester suggested that marketers treat Twitter as an emerging channel within the advertising maturity spectrum, breaking out that spectrum as follows:

Always on:

  • Meta: Ad formats for every part of the customer lifecycle and proven performance


  • Pinterest: Original Pin formats still useful but finding its way in video and commerce
  • Snap: Leader in augmented reality and advanced in providing creative resources to brands
  • LinkedIn: Top channel to capture consumers when they’re in a business mindset

Test and learn:

  • Reddit: Rising star in advertising capabilities and advanced in brand safety
  • TikTok: Social media’s darling but hard to succeed without creator partnerships
  • Twitter: Unevolved ad experience and growing brand safety concerns, but still offers a unique experience for live updates and news

The research firm added that marketers should consider the following questions when planning for the remainder of 2023:

  • Will my brand consistently appear in a space that complies with our safety guidelines? Forrester noted that Twitter’s policy on brand safety and moderation is a moving target at best, suggesting that as these policies change, brands should evaluate them against their own overall digital media brand safety guidelines.
  • To what degree is my target audience spending significant time on Twitter? Forrester said even if an advertiser’s target audience loved Twitter before, they may be shopping around, so brands should determine if their time on Twitter is growing or waning and whether they’ve transferred that time to other platforms.
  • What share of social media spend has Twitter historically held on my media plan? If Twitter hasn’t taken up a large portion of a company’s media spend to date, the dollars are probably easily absorbed elsewhere.
  • What material impact has Twitter had on our business results? Forrester believes advertisers should look at whether they have seen a dip in brand health metrics or sales after shifting their Twitter budget to other channels.
  • Does Twitter deliver an ad or user experience that’s not available on other platforms? Forrester suggests keeping a pulse on Twitter’s changing ad experience and whether other channels can deliver on a brand’s goals and audience.

Chickering wrote in the blog post, “Advertisers such as Chevrolet and Chipotle paused their Twitter spend for fear of appearing beside extremist, racist and inflammatory content. The Washington Post found ads for over 40 advertisers on white nationalist Twitter pages recently reinstated by Musk. At the same time, not every major advertiser has decided that Twitter is unsafe. Amazon continues to run paid media on the platform. Musk also introduced a ‘flash sale’ in an attempt to lure lost advertisers back.”

She suggested that brands that are not comfortable with Twitter in its current state under Musk:

  • Refrain from posting any brand content to Twitter. Direct social media teams’ efforts to other channels that meet brand safety requirements.
  • Monitor and respond to customer-service-related questions. If customers are reaching out for help or have questions about products, continue responding in order to ensure a positive customer experience.
  • Listen for relevant cultural trends or product feedback. As usage continues on the platform, use social listening tools to find out what trends are popping and how consumers are talking about your company’s category to inform your marketing strategy.
  • Test other social media channels. Twitter has downshifted into a social media startup rather than an established platform. Roll your previously dedicated Twitter dollars into a pool of test dollars for channels including TikTok, Reddit and Snapchat.

Finally, Forrester shared the reasons cited in a survey last November of 101 adults in the U.S. who stopped using Twitter or planned to do so in the next month:

  • 31% found content on the platform to be too hateful
  • 29% said there were too many bots or fake accounts
  • 28% found content on the platform to be too political
  • 21% didn’t like the amount of misinformation being spread
  • 21% thought the platform’s moderation process was too strict
  • 18% felt they needed to stop for their mental health
  • 17% don’t support Musk as Twitter’s new owner and CEO

Feature Image Credit: tanyamcclure/iStock

By David Cohen

David Cohen is editor of Adweek’s Social Pro Daily.

Sourced from ADWEEK

By Joaquin Victor Tacla

Twitter pursues a sceptical audience in the Digital Content NewFeronts when it pitches its upcoming premium video content slate to anxious advertisers who are concerned about the future of the social network’s “brand-safe” platform under Elon Musk’s era.

Anxious Advertisers

The company had already pitched some of its projects in NewFront in the previous years, however, this time was a more challenging one after the emergence of reports that Twitter advertisers were already planning to stop their spending on Twitter once Musk took over.

In fact, several activist organizations have released a letter containing “non-negotiable” standards  that Twitter advertisers must commit to since they are worried that  Musk’s acquisition might turn the platform into a “megaphone of extremists.”

Musk has openly declared that he is a free speech absolutist, and it may not sit well with some of the advertisers, given the current political climate. If Musk’s takeover deters the existing content moderation controls of Twitter to address misinformation and abusive speech, it may not align with the interests of these advertisers.

For example, in 2020, big-name brands like Verizon, Unilever, Boeing, Microsoft, Levi Strauss, Adidas, HP, Pfizer, and many more joined in an advertising boycott to Facebook due to their content moderation policies and called the platform to increase its combat against hate speech.

However, Twitter has assured advertisers that the social network would remain a safe place for them in the future and making sure that their ads will not be aligned with any harmful content but the social network has also noted in an SEC filing that the loss of ad revenue is one of the risk factors brought by the takeover.

Pitching Time

Twitter did more than just pitching their content but they also had to face the challenge of convincing advertisers that they have a promising project to guarantee their partnerships.

The company had to emphasize in their presentation that their content would operate in a brand-safe zone on Twitter because of its upcoming premium video partnerships.

“I hope that you see that we are going to continue to invest in the parts of our business that bring scroll-stopping content to the timeline,” Twitter’s Chief Customer Officer Sarah Personette said during the presentation, reported by TechCrunch.

“We’re committed to growing our audience. We are committed to investing in our product innovation, and we are committing to increasing the velocity with which we ship products. We’re committed to deepening the relationships with the top rights holders and premium content publishers in the world and also across this country.,” Personette added.

She also highlighted how this project is “extremely important” to the social network because she claimed that it matters to the advertisers in connecting their brands to people “that matter” to them.

Feature Image Credit: (Photo : LIONEL BONAVENTURE/AFP via Getty Images) This photograph taken on October 26, 2020 shows the logo of US social network Twitter displayed on the screen of a smartphone and a tablet in Toulouse, southern France.

By Joaquin Victor Tacla

Sourced from Tech Times


By Matt Burgess

Cookies are on the way out—but not enough is being done about browser fingerprinting. So what is it?

Creepy cookies that track all your online activity are (slowly) being eradicated. In recent years major web browsers, including Safari and Firefox, have restricted the practice. Even Chrome has realized that cookies present a privacy nightmare. But stopping them ends only one kind of online tracking—others are arguably worse.

Fingerprinting, which involves gathering detailed information about your browser’s or your phone’s settings, falls into this category. The tracking method is largely hidden, there’s not much you can do to stop it, and regulators have done little to limit how companies use it to follow you around the internet.

What Is Fingerprinting?

The exact configuration of lines and swirls that make up your fingerprints are thought to be unique to you. Similarly, your browser fingerprint is a set of information that’s collected from your phone or laptop each time you use it that advertisers can eventually link back to you.

“It takes information about your browser, your network, your device and combines it together to create a set of characteristics that is mostly unique to you,” says Tanvi Vyas, a principal engineer at Firefox. The data that makes up your fingerprint can include the language you use, keyboard layout, your timezone, whether you have cookies turned on, the version of the operating system your device runs, and much more.

By combining all this information into a fingerprint, it’s possible for advertisers to recognize you as you move from one website to the next. Multiple studies looking at fingerprinting have found that around 80 to 90 percent of browser fingerprints are unique. Fingerprinting is often done by advertising technology companies that insert their code onto websites. Fingerprinting code—which comes in the form of a variety of scripts, such as the FingerprintJS library—is deployed by dozens of ad tech firms to collect data about your online activity. Sometimes websites that have fingerprinting scripts on them don’t even know about it. And the companies are often opaque and unclear in the ways they track you.

Once established, someone’s fingerprint can potentially be combined with other personal information—such as linking it with existing profiles or information murky data brokers hold about you. “There are so many data sets available today, and there are so many other means to connect your fingerprint with other identifying information,” says Nataliia Bielova, a research scientist at France’s National Institute for Research in Digital Science and Technology, who is currently working at the French data regulator, CNIL.

Fingerprinting evolved alongside the development of web browsers and is intertwined with the web’s history. As browsers have matured they have communicated more with servers—through APIs and HTTP headers—about people’s device settings, says Bielova, who has studied the development of fingerprinting. The Electronic Frontier Foundation (EFF) first identified fingerprinting back in 2010. Since then fingerprinting has become increasingly common as advertisers have tried to get around cookie blocks and limits put on ad tracking by Google and Apple.

So How Bad Is It?

While there’s little transparency around the companies that run fingerprinting scripts, the practice is verifiably widespread across the web. Many of the websites you visit will fingerprint your device; research from 2020 found a quarter of the world’s top 10,000 websites running fingerprinting scripts.

New ways of fingerprinting are being created too. “The existing fingerprinting algorithms are not the upper boundary in terms of trackability,” says Gaston Pugliese, a research fellow at Friedrich-Alexander-Universität in Germany, who has studied the long-term impact of fingerprinting. For instance, earlier this year researchers proved they could create fingerprints of GPUs to identify people. Tracking people across different browsers is also possible.

But not all fingerprinting is bad. David Emm, a principal security researcher at Kaspersky, says the technique can often be used as a way to spot potential fraud, such as banks using it to identify suspicious behaviour.

However, the widespread use of fingerprinting for targeted advertising and tracking people’s online movement raises legal problems. Across Europe regulators have been calling for a clampdown on cookie banners, which appear on websites asking people if they give their permission to be tracked. The banners are so ubiquitous (and frustrating) that people largely click Accept and don’t understand how they are agreeing to be tracked—that’s leaving aside the fact that many cookie banners may not even do what they claim.

In Europe fingerprinting falls under the same General Data Protection Regulation and marketing rules as cookies, says Elle Todd, a partner specializing in data and tech at law firm Reed Smith. European regulators have warned since 2014 that fingerprinting “presents serious data protection concerns,” and Todd says many websites don’t tell consumers that they may track people with fingerprinting. “I think that a lot of companies don’t realize, and they think that this is a nice way to get around the cookie rules,” she says.

How Can You Stop It?

Unlike cookies, it’s hard to stop fingerprinting. Cookies are stored in your browser, and it’s possible to delete your cookie history, block them, or turn them off entirely. “With the fingerprinting, it’s all invisible,” Emm says. “People don’t know about it; they don’t see it.” When the EFF first detailed fingerprinting in 2010, it said it was “akin to a cookie that cannot be deleted.”

Various browser plugins claim to help reduce or stop fingerprinting, but there’s a mix in quality. A 2019 study by a researcher from Snap and two US academics found many anti-fingerprinting tools aren’t that useful. The biggest thing you can do to stop fingerprinting is pick a browser that limits tracking and increases privacy.

“The most promising approach that is also built into browsers nowadays is the approach of the Tor browser,” Pugliese says. To prevent fingerprinting, Tor tries to standardize all the parts of its browser so everyone appears to have the same fingerprint. Tor isn’t always practical, though; some websites will break, and many companies don’t allow it on corporate networks. Other browsers, including Firefox and Brave, have their own anti-fingerprinting methods. Firefox blocks third-party requests to companies that fingerprint, while Brave adds noise by randomizing fingerprints.

“In the fingerprinting space, browsers are going to have to evolve,” says Firefox’s Vyas, adding that anti-fingerprinting technology needs to change in a way that doesn’t break parts of the web. More action from regulators would also help to stamp out the tracking. “If we had legislative support that said ‘these fingerprinting technologies and scripts are unlawful,’ then that would help us.”

Feature Image Credit: Hiroshi Watanabe/Getty Images

By Matt Burgess

Matt Burgess is a senior writer at WIRED focused on information security, privacy, and data regulation in Europe. He graduated from the University of Sheffield with a degree in journalism and now lives in London. Send tips to [email protected].

Sourced from WIRED


By Parkev Tatevosian

The e-commerce giant has been gaining ground in the advertising market.

It may be a curious phenomenon that Amazon ( AMZN -1.05% ) is happy about increasing ad spending, but it’s true. Over the past few years, Amazon has built itself into an advertising giant. The company is generating an increasing share of its revenue from advertising, and since that revenue tends to be more profitable than the overall business, it’s become an essential element.

For that reason, Amazon and its stockholders must be thrilled with a recent Wall Street Journal article that highlights advertisers are spending much more online this year.

Advertisers are finding online spending more lucrative

According to GroupM, global ad spending will grow 22.5% to $763 billion this year. That’s the second revision upward from GroupM since it first gave estimates in December 2020. After many businesses had to shut their doors to customers in the early stages of the pandemic, this year has consisted of vast reopening’s worldwide. That’s given cause for advertisers to increase spending: to get the word out that they are open for business again.

Interestingly, digital advertising will encompass 64.4% of the total in 2021, up from 60.5% in 2020 and 52.1% in 2019. The rapid shift to online advertising is not entirely surprising. Typically, marketers can more effectively measure the returns from online advertising. For instance, it’s difficult to calculate how many people heard a radio advertisement or viewed an ad placed in a newspaper.

Indeed, you can get approximations by looking at estimated listener audiences or subscribers to the newspaper, but they will be far from precise. Compare that with digital ad spending, where marketers can see how many folks viewed the ad and how many clicked on a link.

Moreover, with the proliferation of online shopping, it only makes sense to increase advertising online. People browsing the internet on their computers or phones typically have a payment method on file. If they see a compelling advertisement, they are only a few clicks away from purchasing.

Amazon is already benefiting from the shift

Amazon does not break out how much it makes from advertising specifically. However, it states that one of its segments consists primarily of ad revenue. In its most recent quarter ended Sept. 30, the segment that contains advertising reported revenue of $8.1 billion. That was up by 49% from the same quarter the year before. Amazon is home to hundreds of millions of shoppers who are one click away from purchasing, making it a desired online destination for ad spending.

“We’ve also seen strong growth in our advertising products as vendors and sellers have embraced their ability to build their brands and reach customers just as they consider their purchases,” CFO Brian Olsavsky said during the company’s Q3 conference call.

Indeed, ad revenue has almost doubled at Amazon since Q2 2020, growing from $4.2 billion to the $8.1 billion mentioned earlier. As folks keep looking to Amazon for their shopping needs, advertisers will increasingly be interested in gaining their attention in the meantime.

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By Parkev Tatevosian

Sourced from The Motley Fool


The question: What would it take for advertisers to give Facebook the boot? The answer isn’t as inspiring as one might think.

The findings: Advertisers on the whole are sticking with the platform—but there’s still a split between who will stay and who might go.

  • Performance marketers like mobile app advertisers, for example, use Facebook predominantly to drive app installs. Facing aggressive revenue targets and typically operating under the radar as brands, those companies are less likely to take part in advertiser initiatives like brand safety boycotts.
  • That’s more likely to happen among bigger, institutional brands, such as Coca-Cola, Nike, and Procter & Gamble, which have more of a stake in how consumers perceive them. These highly visible brands are often looking for brand exposure, which allows them to shift spending to other channels—since the top of the funnel offers more advertising options.

The marketer’s point of view: While Facebook has issues, it’s important to remember some companies have performed well by relying on the company’s ad ecosystem.

  • Some of the advertisers eMarketer spoke with have indicated that they’re diversifying into different channels in order to ensure they aren’t overly dependent on the Facebook ecosystem.
  • “I think there is something to be said for the CPM [cost-per-thousand] increase. It’s much more expensive than it was last year. There’s no question there,” said Avi Ben-Zvi, vice president of paid social at Tinuiti.
  • But rising CPMs only account for a fraction of his increased Facebook spend year over year, Ben-Zvi added. He said he’s seen a major increase in investment for mid-funnel consideration campaigns on Facebook that are designed to fuel the bottom of the funnel.

Our analysts weigh in:

  • “Facebook has weathered multiple scandals and headwinds in the past and continued to grow, indicating that advertisers will continue to spend on Facebook despite negative public perception,” said Jasmine Enberg, eMarketer senior analyst at Insider Intelligence. “What’s different this time is that Facebook is facing a real potential threat to its ad business.”
  • “Brand safety is a noble concern and something that many major companies think seriously about, but when it comes to their ad expenditures, the bottom line often ends up being more important,” said Debra Aho Williamson, eMarketer principal analyst at Insider Intelligence. “If ad performance were to start suffering, advertisers will look to other media. But brand safety concerns alone aren’t going to drive most advertisers away.”
  • “Measurement and attribution problems are causing performance declines for advertisers, especially ones focused on the lower funnel,” said Audrey Schomer, eMarketer senior analyst at Insider Intelligence. Schomer sees that advertisers are confused by a lack of clarity regarding what’s causing performance to go down: Is targeting particularly challenged by iOS users opting out of tracking? “That could be having some impact on performance, though most advertisers I’ve spoken with believe it’s primarily an attribution problem,” Schomer said.

By the numbers: Even in light of the whistle-blower news, our upcoming Facebook ad revenue forecast won’t be making any big downward adjustments.

  • Facebook’s net ad revenues for 2023 will actually be higher than previously forecast, but growth will be a little bit slower.
  • “The biggest thing that’ll come out of the whistle-blower revelations and platform outage is that advertisers will look to diversify their spending more,” said Nazmul Islam, forecasting analyst at Insider Intelligence. “While you won’t see a big drop in Facebook spending overall, you might see a bit more growth in the other social platforms that benefited from last year’s Facebook ad boycott.”

The big takeaway: Some advertisers may pull back spending due to negative public perceptions of the platform, but those pullbacks have so far tended to be temporary.

  • Advertisers won’t leave Facebook until there is real evidence that campaign performance is hurting, and until there is a better option for them to go to.
Facebook Ad Revenue Growth, 2018-2023 (billions and % change)


Sourced from eMarketer

By Ryan Barwick

The company can tell which way the wind is blowing.

Advertisers are going to start finding a larger audience across Facebook’s apps.

The company announced in a blog post Monday that, unless someone links their accounts together, it will consider an individual user’s Instagram and Facebook accounts as two separate people—at least from an advertiser’s perspective.

  • Previously, Facebook counted someone with a Facebook and Instagram account as one person using identifiers like email, even if these accounts weren’t officially linked up.

Why the change? Facebook can tell which direction the wind is blowing.

“This update aligns with trends of offering people more control over how their information is used for ads and is consistent with evolving advertising, privacy, and regulatory environments,” wrote Facebook’s VP of product marketing, Graham Mudd.

Though he said pre-campaign audience estimates will look larger, “we do not believe this will have a substantial impact on reported campaign reach.”

  • Facebook said it’s been telling advertisers that changes were coming since June.

Refresh: It’s been quite a few weeks for advertisers on the Book.

In September, the company acknowledged that Apple’s privacy updates were more disruptive than advertisers initially expected, leaving marketers “blind” to Facebook’s campaign metrics.

Weeks later, whistle-blower Frances Haugen disclosed internal documents and accused Facebook of misleading advertisers, specifically its “shrinking user base” and how it counts the number of people using its platform.—RB

Feature Image Credit: Pexels

By Ryan Barwick

Sourced from Marketing Brew

By Kimeko McCoy

For the last few years, Facebook and Instagram have dominated advertisers’ media mix. But recently, media buyers say ad spend on social media’s biggest platforms has started to deteriorate.

It’s more of a slow leak than a mass exodus, with client ad spend dedicated to Facebook and Instagram recently declining by 5-10% over the last year, according to Hallie Wyckoff, group director of social media at Wunderman Thompson Commerce.

“It’s happening now because of the pandemic, in all honesty,” Wyckoff said. “There were so many changes in marketing budgets last year where a lot of brands pulled back for a bit or had to be more lean with what they were willing to spend.”

For Wunderman Thompson, with clients including major marketers like Unilever and Coca-Cola, ad dollars that may have gone to Facebook and Instagram have recently shifted to alternative platforms like TikTok — or to efforts to improve or build out social commerce opportunities, as well as working with influencers, Wyckoff said.

Given Facebook and Instagram’s scale, targeting capabilities and range in ad unit offerings, advertisers and media buyers predict it won’t lose its crown any time soon. In fact, the platform’s ad business is holding up for now, per previous Digiday reporting. However, the platform’s flaws like waning interest from younger audiences, rising cost per impression and mounting data privacy issues are giving way to challengers like TikTok, Snap and even Pinterest. The flaws have gotten worse because the pandemic has made for an uncertain future and constant shifts in people’s shopping habits, which has advertisers looking for alternatives.

When asked for comment, a Facebook spokesperson pointed to the platform’s Q2 2021 earnings call, in which Facebook reported strong business growth and noting that total revenue for Q2 was $29.1 billion, which is a 56% year-over-year increase. According to chief financial officer David Wehner, speaking during Facebook’s most recent earnings call on July 28, the growth was predominately driven by verticals that performed well over the course of the pandemic, like online commerce and consumer packaged goods.

At least one marketing agency, Tinuiti, which Facebook pointed to as an example of increasing investment on its platforms, hiked it’s year-over-year spending on Facebook and Instagram alongside increased ad spend for platforms like Snapchat, TikTok, and Pinterest.

“We’ve seen this increase 37% YoY on Facebook and 75% YoY on IG (24% growth in Q1 and 53% growth in Q1, respectively). And we’re on pace to spend 61% more on Facebook and Instagram than we did in all of 2019,” said Avi Ben-Zvi, vp of paid social at Tinuiti.

But according to Pew Research, Facebook and other major social media platforms’ growth stalled over the past five years. Facebook’s brand reputation suffered last year after advertisers boycotted the platform with the “Stop Hate for Profit” campaign. And new research from analytics and insight company Skai, shows that social media CPMs have been steadily increasing, up about 12% from 2019. According to Skai, CPMs hovered around $5.71 this time in 2019 and are now at $6.37.

Also buffeting the social giant is the fact that it is facing a serious challenge in Apple’s data privacy changes, noted Katya Constantine, CEO of performance marketing shop DigiShop Media via email.

“The biggest cause has certainly been because iOS14 removed some of the most powerful targeting options,” she said. “Also, I imagine that some of the usage has also slipped as the world came out of the pandemic and that removed some inventory and drove up CPMs.”

Elijah Schneider, CEO of social marketing agency Modifly, backs up Constantine’s claims.

“Advertisers are starting to lose trust that consumers lost a long time ago,” Schneider said.

And challenger brands have seen the writing on the wall. Modifly, with a client list that includes startups and direct to consumer brands like Super Coffee drink brand and Beam wellness brand, has seen clients press for serious ad dollar diversification since late last year, said Schneider who added that in 2019 and 2020 at least 80% of Modifly client spend was in Facebook products. At present, that ad spend now sits at 55% on Facebook and 45% on alternative social platforms, like TikTok and Snapchat. (Schneider didn’t share what these breakdowns looked like in actual dollar figures.)

“For brands that are really focused on Gen Z, Facebook is part of the mix. But they’re not necessarily the dominant part of the mix,” said Noah Mallin, chief strategy officer at IMGN Media, where client ad spend on Facebook and Instagram has decreased from 95% of budget in prior years to 75% at present. “They’re much more evenly matched for established big brands where Gen Z is a segment among many,” he added.

In a rush to diversify ad spend, advertisers have divided their digital dollars up amongst everything from alternative social media platforms to digital tools to support a brick-and-mortar presence. There’s no clear kingpin coming to dethrone Facebook and Instagram, although many marketers see promise in TikTok given the platform’s scale and massive audience.

If nothing else, the decline continues to push along the industry-wide conversation around the need to diversify media spend, making for healthy competition among the platforms and more viable options for media buyers, Mallin said.

“I don’t necessarily see [Facebook and Instagram] diminishing to nothing,” Mallin said. “But if you want to have a smart mix and you’ve got the budget for it, you’d want to have Twitch in there and you want to have TikTok in there too.”

That’s not to say Facebook couldn’t make a few changes to delay its decline — and this could just be the latest interaction of changes in the social media landscape, marketers say. When it comes to digital and social media, that landscape is always changing, meaning advertisers will always need to adapt. This pandemic made flexibility a priority, said Wunderman Thompson’s Wyckoff.

“If we start to see CPMs or CPCs go down, you might see an influx back to Facebook and Instagram,” she said. “It’s an ever-evolving world and marketers are going to continue to pay attention and see what’s best.”

Feature Image Credit: Ivy Liu 

By Kimeko McCoy

Sourced from DIGIDAY

By Jessica Goodfellow.

Both DoubleVerify and Integral Ad Science are issuing Covid-19 guidance to advertisers in response to growing concerns over publisher de-monetisation.

Amid fears that blanket keyword blocking relating to Covid-19 is demonitising valuable content and impacting publisher revenues, verification companies DoubleVerify and Integral Ad Science have moved to clarify their stances.

In a blog post published Tuesday (18 March), DoubleVerify chief operating officer Matt McLaughlin said that the company felt “compelled to speak out” about this issue, to ensure advertisers continue to support trusted news.

“Historically, DV has served as a neutral partner, providing technology and data to help brands and agencies determine content and context suitability for their needs,” McLaughlin wrote.

“However, for all of us, the coronavirus challenge is a unique news incident. It will not simply “go away.” Instead, it will continue to be a key focus for trusted news publishers as they do the critically important work of keeping the public informed with reliable, accurate information. Support of trusted news at the time of a global health pandemic is something we want all brands to strongly consider.

“In general, we encourage all brands to advertise across trusted news sites as broadly as possible, unless there is a direct connection between a news incident and their brand. At the end of the day, if a brand is advertising on the nightly news during the coronavirus crisis, or the front page of a major newspaper, then The New York Times homepage is no different and should be supported,” McLaughlin surmised.

DoubleVerify’s blog came in response to news of increasing measures preventing advertisers from appearing next to content related to the outbreak. While social networks Facebook, Google and Twitter have said they are trying to block opportunistic ads from their platforms, YouTube said last month it would demonetise videos that mention coronavirus.

DV cited a report in The New York Times, which said that Integral Ad Science blocked the “coronavirus” keyword 38.4 million times in February, making it the second most blocked term behind “Trump”.

Campaign Asia-Pacific reached out to IAS for a response. An IAS spokesperson said that while many of its clients have added keywords to block content around the coronavirus, “we are not advising advertisers to consider all content on the virus unsafe, as there is high-quality non-negative journalism on premium sites that could be safe and suitable for brands”.

“Our approach has been to provide our clients with the tools to enable them to make a decision about what is suitable for each of their campaigns,” the spokesperson added.

IAS will shortly be releasing research it has conducted on consumers and how they are perceiving content adjacencies related to the pandemic, noting that in the current environment, “both marketers and publishers are seeking guidance on how to appropriately navigate this unprecedented situation”.

The verification company also acknowledged that news publishers may be negatively impacted by “overzealous keyword blocking strategies” that can reduce impression volumes. It guided publishers to explore new monetisation methods such as third-party contextual solutions. Conveniently, IAS has just launched a tool in this vein.

This story was originally published on campaignasia.com

By Jessica Goodfellow

Sourced from campaign