Meta proposes new ad format for Facebook
Motivated by the new data collection control option, which arrives together with the new IOS 14 system, from the giant Apple. Responsible for the 3 main social networks on the planet (Facebook, Instagram and Whatsapp), Meta is starting to create a new ad format for its social networks.
The new conditions proposed by the technology company Apple make advertisers rethink the use of data for ad targeting.
With this in mind, Meta proposes a new format that is friendly to user privacy.
Want to understand more about the new options? Follow the article and see everything about the subject so far and get ahead!
Who is the new ad format for?
According to reports made by Business Inside, the new options would be available to advertisers looking to build brand awareness and shape the perception of their product.
Therefore, it is a version that depends almost exclusively on engagement metrics for the success of the strategy.
In theory, an ad that receives a high level of reach can reach a larger audience. However, in the process, you may reach people who are not ready to engage in any type of interaction with your brand.
Therefore, “basic ads”, as they are being called, depend on higher quality, in addition to being more comprehensive. This way, they can overcome the barriers of non-segmentation by user data.
Relationship with new privacy rules
As we saw previously, there are still many points to be clarified. However, what industry experts speculate is that the change in Apple's privacy settings has placed Meta on shaky ground.
I expected the new IOS 14 system feature and iPadOS 14.5 cost Facebook about $16 billion in lost revenue. This is only for the year 2022.
The CEO of the company Meta, Mark Zuckerberg, addressed First Quarter 2022 Results Call, the reservations of the social media giant and, also, strategies to overcome the new scenario.
“We are managing the headwinds of signal loss… This means increasing understanding of what people are interested in, making it easier for them to engage with businesses on our apps – whether completing purchases on Facebook or Instagram, or messaging businesses on WhatsApp or Messenger”
“This also means ensuring we create the best privacy-enhancing technologies to provide advertisers with accurate targeting and measurement, even when purchases are not happening in our apps. “
Mark Zuckerberg
New ad format and clarity in privacy policies
Based on this scenario and Apple's new features, which offer greater control over data to the user, some of the points to be studied in new ad formats are:
Make your site policies clearer
Privacy, in addition to being very important for your services and product sales, is an essential point for creating advertisements and other online materials.
With this in mind, many technology companies are looking to invest in ways to make these guidelines more user-friendly.
Thus, taking care of customer data attracts more visitors and leads to your website.
New ad format
Furthermore, using your creativity to create advertisements is essential for producing materials that attract the customer's attention.
As well as investing in broader pieces, which do not need to be segmented through data collection via social networks, for example.
However, it is necessary to keep in mind some points already mentioned in this article. As they are not made for your persona, it is possible that people who are not prepared for your ad will reach it.
Therefore, you need to adapt your strategy to the pros and cons of using this new ad format, if it is relevant to your objective.
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