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The New Face(book) of Advertising

Changes are coming to the capabilities of advertising on Facebook.

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:

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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