02/23

The New Face(book) of Advertising

Changes are coming to the capabilities of advertising on Facebook.

From Fast Company:

First, Facebook is making the new ads social by default, meaning they will automatically show users when their friends have already Liked the advertiser. And the new formats will draw their content exclusively from posts to brands’ Facebook Pages, rather from advertising copy written independently.

Combined, these features make two statements about where Facebook believes the future of online advertising lies–at least in its particular universe. It is saying that ads based on content, rather than messaging, have a better chance of hitting home, and that ads involving tacit endorsements from the people you know have a better chance of capturing your attention.

While the usage and effectiveness of these coming-soon ads have yet to be known, this development is absolutely “on trend.” And it makes a further distinction between advertising as force-fed messaging versus advertising as content with the “seal of approval” of your own circle of friends.

Here’s a preview:

Facebook Premium Ads Overview

As an industry radio has to recognize that advertising is not only going in a more granular and accountable direction, it’s going in a non-spot direction. We need to be much more clever in how we co-create content with our clients in the presence of our popular brands, and we need to create revenue sources directly from that most important of all constituencies, our audience.

In the long run we may find at least two types of radio industries: The “distribution channel” kind, fed on the faceless, nameless agency buys (what’s left of them), and the local, in-your-community kind, where broadcasters link consumers and clients in the presence of their brands in countless ways across numerous platforms.

I see this split happening today.

Which side will you be on?

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  • James

    “We need to be much more clever in how we co-create content with our
    clients in the presence of our popular brands, and we need to create
    revenue sources directly from that most important of all constituencies,
    our audience.”

    This feels a little troubling, and maybe I’m misinterpreting.  Are you saying that content should be created with the advertisers / client having a hand in that creation?

    I tuned in to some local sports radio (which was a huge mistake), and as they were coming out of a break (I thought), they started an ad that sounded like content.  But it became apparent that it was just another ad blended in to the rest of the show.  Sneaky, I thought.

    Jesse Thorn talks about how fashion magazines and the fashion industry have turned their advertizing into branded content, to the detriment of the consumer (it’s about 2/3 down, talking about his men’s style blog, Put This On): http://www.niemanlab.org/2011/04/jesse-thorn-on-making-your-own-thing-in-public-radio-while-still-being-able-to-feed-your-family/

    So I guess what I’m asking is, are you talking about advertizing being seamlessly blended into the content? Or am I reading this wrong?

  • http://www.markramseymedia.com Mark Ramsey

    Hi James,

    Yes, content should be co-created with our clients. Not unlike the way it worked for “soap operas” back in the day. I am NOT talking about ads MASQUERADING as content – that’s FAKE content. I HATE those ads.

    Jesse is a friend of mine. I haven’t heard this show of his, but his perspective is, of course, the non-commercial radio one. I would point you to, for example, the Target bit on SNL, or any of the other weekly bits on that show that just happens to be wrapped around a sponsor. Is that worse for the viewer? Not judging by the ratings, which is a pretty good way to budge.

    Advertising is an attempt to communicate a solution to a consumer problem. A “spot” is only one such manifestation of advertising. And increasingly, it’s not the best one. Although it is the easiest to buy and sell.

  • James

     Jesse is pretty great. In fact, he’s the one who turned me on to your stuff a few years ago.  And you are right, he is from the non-com side of things, although Put This On is a more commercial endeavor, and separate from his Bullseye/TSOYA/Maximumfun.org side of things.

    Thanks for clarifying your position on the quote.  The ads Masquerading is exactly what Jesse talks about. 

    You mention that a spot is easier to buy and sell.  Is that more because of the tradition of advertizing on radio? 

  • http://www.markramseymedia.com Mark Ramsey

    Yes, we have many years of advertising-industrial complex to thank for the dominance of the “spot”

  • Andy Mcnabb

     Mark, you say “broadcasters link consumers and clients in the presence of their brands in
    countless ways across numerous platforms”.  Where do we see the best practices happening in the industry?  Anyone?

  • http://www.markramseymedia.com Mark Ramsey

    Folks are welcome to add some.

    But I would say don’t wait for them. Go create your own. :-)

    Thanks Andy!

  • http://twitter.com/TomAsacker Tom Asacker

    Radio’s opportunity lies in curation – maintaining and adding value to a contextually relevant body of information about products and services – and doing it in an engaging way. Period.

  • http://www.markramseymedia.com Mark Ramsey

    What he said.

    Thank you Tom!

  • Pingback: Roulston Media Partner Mark Ramsey on How Radio Can Learn from Facebook’s Advertising Strategy « The Collaborator

  • dave presher

    Mark you might want to invest the time in reading Clay Christensen’s book, ‘Innovators Dilemna’.  Radio has a loyal audience.  It has a poor commercial delivery system.  There are multiple solutions….for increasing non spot and working better in PPM’s….The roadblock is Radio’s leadership…not because they aren’t good at what they do…it’s hard for any business to innovate from within media seems to really struggle with the concept.  Instagram is valued higher than the NY Times.  Brand Extensions are not the answer…it’s just all they know.

  • http://www.markramseymedia.com Mark Ramsey

    Maybe it’s radio’s leaders who should read Clays’ book, Dave, and particularly the sequel to this book. Thanks for your comments. Seeing the box outside-in is indeed the primary challenge. It’s the only way to cope with a world where you have to look beyond the sources for a majority of today’s revenue.

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