The metrics snafus have raised concerns for some marketers, ad buyers and publishers. Facebook says the problems haven’t impacted billing. Still, some executives say incorrect statistics can affect how ad buyers allocate budgets, and Facebook has been under pressure to allow more thorough and independent measurement by third-party firms. Read More
Facebook uses an algorithm determined by your profile information, stories you share, and links you click on to serve you ads based on your interests. It also keeps a running tally of the general topics it thinks you like hidden deep within your settings. Strangely, the topics it’s sorted into are … super specific.
+Commentary: This was an interesting look into why Facebook ads have never worked, may never work, and are ultimately useless. When using this article to investigate my own personal settings or “topics” it was hilarious how off-the-chart wrong they were at capturing not only my own general interests, but how off-base they were with regards to things I’d be interested in if they were ad keywords.
As we’ve pointed out here previously when it comes to Google Ads Keyword Planner, they can, if you know what you are looking for and if you are versed in how to find them, realize the whole internet ad thing is built upon a house of cards. That doesn’t mean it doesn’t make money, or that it is not useful to a small business, it just means that unlike the large ad agencies & multi-national corporations you can’t waste tons of money testing out a bunch of different things. Most small business owners that I’ve spoken to recently think that social media is vastly overrated as a tool to connect them to the business they want.
Apple vs. Google vs. Facebook & the slow death of the web
Those huge chunks — the ads! — are almost certainly the part you don’t want. What you want is the content, hot sticky content, snaking its way around your body and mainlining itself directly into your brain. Plug that RSS firehose straight into your optic nerve and surf surf surf ’til you die.
Unfortunately, the ads pay for all that content, an uneasy compromise between the real cost of media production and the prices consumers are willing to pay that has existed since the first human scratched the first antelope on a wall somewhere. Media has always compromised user experience for advertising: that’s why magazine stories are abruptly continued on page 96, and why 30-minute sitcoms are really just 22 minutes long. Media companies put advertising in the path of your attention, and those interruptions are a valuable product. Your attention is a valuable product.
+Commentary: YOUR ATTENTION is the product. Welcome to a post-consumerist information society that is built upon the architecture of social media, what will they do if content is suddenly not subsidized? Leave your thoughts in the comments below. This is a conversation we definitely want to have 🙂
Google’s ad penalties are more significant than Apple’s Ad-Blocker
“Highly unlikely” would probably be how you’d have responded a year ago to someone telling you two of the largest tech companies in the world — Apple and Google — would both try to fix mobile advertising by blocking ads, but that’s currently the case.
For instance, much has been made of a new feature allowing iPhone and iPad owners to block advertisements in Safari when iOS 9 debuts –with the rationale that it will enhance web browsing. But Google’s recent decision to start penalizing websites featuring app install ads –intrusive ad units that slow page load times and engulf the entire screen — might be a more significant way to improve the browsing experience.
+Note: Good read if you do any sort of display advertising!
In a world of infinite information and product choice, consumers hold more power than brands. For retailers, this means embracing marketing’s new ‘power of now.’
Many retailers are making headway on some of these elements. Yet few seem to truly understand that historical advantages are fraying. They don’t seem to get that immediacy is redefining the definition of relevance.