Facebook has released a new interview series looking at the evolving shifts in advertising in the post-data-privacy marketing era.
Last week, Facebook launched a new series of expert interviews aimed at providing more guidance for advertisers on how to identify and act upon emerging key industry shifts, and outline best practices in building effective ad campaigns on Facebook following recent data privacy changes
The knowledge-base guides will be broken down and distributed over several chapters, exploring “how the marriage of data and creativity is helping drive best in class advertising and powering better return on investment for brands.”
With Apple and Google on the run to explore new ways to provide users with more privacy and fewer tracking ads, the initiative comes at a time of a crucial shift in advertising.
Restrictions caused by the increase in data privacy policies mean there is significantly less availability of insights and data for advertisers mapping out their campaigns.
As marketers strive to develop new methods for collecting response insights, exploration of new ways and best practices has to expand on inputs and considerations, as well as new ways to reach the end consumer.
The series begins with a chapter from Facebook’s ANZ Head of Marketing Science, Andy Ford, interviewing Jen Rhodes of BMF and James Greaney of CHE Proximity, to get their advice on how they’re coping with these changes.
Both experts agreed in expanding toward combining data and creativity. They also look at how brands are now evolving their processes on this front.
According to Ford, a great creative remains the key driver in successful advertising. Recent research conducted by Facebook together with Analytic Partners and The Lab, reveals that 70% of the potential return on investment for video advertising comes from the creative itself.
But creatives are still, of course, driven by data insights. For the interviewees, response data informs their creative approaches and ensures that their creative elements align with audience engagement.
Data gathering techniques evolve and shift constantly towards gathering and utilizing first-party data. However, this is still something that many brands are not yet familiar with. Direct feedback then leads to not only new opportunities for engagement but also more agility and independence from having to rely on third-party platforms for gathering insights, which in turn means more control and a direct connection to their audience.
The series chapter also covers Facebook’s evolving use of machine learning and AI to inform its ad targeting, and how that’s also altering strategic approaches.
About this subject, Greaney notes that “by using the tools and technologies we have at our disposal, the advertising industry can create great entertainment and experiences that are genuinely valuable. And since we have the ability to measure its effectiveness, we need to lean in and make sure that we’re understanding it properly.”
Facebook will publish more insights from industry leaders in the coming weeks.