Many brands are actively boycotting Facebook, Instagram and other social media platforms. There is a concern over political messaging and data privacy that is causing many brands including some of the largest advertisers in the world to move away from Facebook, Twitter and others. That said, these social platform do provide a plethora of data targeting solutions and ways for brands and advertisers to effectively reach their target audience. So how can brands responsibly move away from these social ad platforms while still achieving their marketing and advertising goals and results?
“Given our Responsibility Framework and the polarized atmosphere in the U.S., we have decided that starting now through at least the end of the year, we will not run brand advertising in social media newsfeed platforms Facebook, Instagram and Twitter in the U.S.,” -
Luis Di Como, EVP of Global Media at Unilever
Premium Publisher Site Access – Facebook, Instagram and Twitter aren’t the only places consumers, shoppers, families and B2B decision makers visit on their daily web usage. News sites, lifestyle blogs, gaming sites (including streams), sports, business and financial news, and so much more is available for advertising and ad messaging. A variety of ad mediums can be leveraged including pre-roll video, native sponsored content, a host of banner ad sizes and even whole page take overs can be utilized for maximum impact.
1st Party Audience Segmentation – leverage audience targeting platforms that serve ad messaging to consumers based on more than just demographic and interest data that is typically derived from 3rd party cookies. Utilize an On-Demand targeting approach that layers in search history, online research, custom intent and contextual content consumed to deliver ad messaging that is relevant and engaging.
Look Alike Audience Building – Look alike audiences are built using 1st party data from a brand’s CRM, website visitors and other owned data sources and channeled through an audience data modeling platform to develop new audiences. Look alike segmentation was made popular by the Facebook ad platform and can now be leveraged to serve a wide variety of ad units including display, native ConnectedTV and streaming radio across thousands of the top publishers and popular sites across the web.
Geofencing and Geohistorical Location Targeting – Leverage mobile device IDs to reach consumers based on their physical location or even where they were previously within the last year. This location first targeting approach allows advertisers to know that the audiences they are serving ads to are more relevant and likely to be more engaged based on their foot traffic and in-person visitation.
While brands are evolving where, how and who they message online, there are still many ways to reach consumers and prospects with digital advertising. Manicz Media works with our clients to provide strategic digital solutions to better target desired audiences and not have to depend or rely on the Facebook, Twitter and Instagram platforms to achieve their marketing goals.
Contact Manicz Media today and allow our digital solutions team to share alternatives to social media advertising and provide ad campaigns that drive even more success.