Many agencies that are responsible for delivering effective ads to their clients cringe at the thought of having to design an ad in the space of 110 pixels wide by 80 pixels tall. It seems however, that this could be changing.
Facebook studio seems that it will be a site where advertising agencies can review and comment on the most effective Facebook ad campaigns, perhaps paving the way for different ad types. Facebook is looking past the idea of impressions and clicks and move more towards a concept of social advertising, which focuses on the consumer and what they have to say and less about what the advertiser wants to say.
“Social actions are powerful because they act as trusted referrals and reinforce the fact that people influence people,” said Zuckerberg. “It’s no longer just about messages that are broadcast out by companies, but increasingly about information that is shared between friends. So we set out to use these social actions to build a new kind of ad system.”
Social media is widely being recognized as ‘no longer a fad’. Assuming for a moment that we’ll eventually have more freedom when creating ads on Facebook in the future (without infuriating the social masses), everything will still boil down to metrics and performance. It’s not surprising that Facebook made their Facebook Insights | Product Guide more visible by sending it out in their recent newsletter.
Andrew “Boz” Bosworth, Facebook’s director of engineering said, “No longer would agencies be able to sell a bad product with a clever campaign…But for ad agencies that are good at what they do – it’s Christmas,” he said. “Because people will be talking about what you do and sharing it with their friends.”
One thing is for certain, this is not the last we’ll hear from Facebook in their efforts to bring more advertising and business through Facebook. They are simply treading very lightly, and rightfully so, in their efforts to generate ad dollars.
