A new article on Social Media Today reports that Facebook has just launched a new series of expert interviews to help provide more guidance for advertisers on how to respond to key industry shifts. They will also aim to outline what’s working right now in building effective Facebook ad campaigns.
“Across several chapters, we will explore how the marriage of data and creativity is helping drive best in class advertising and powering better return on investment for brands. In this introductory piece, Facebook’s ANZ Head of Marketing Science, Andy Ford, is joined by BMF’s Head of Effectiveness & Data Strategy, Jen Rhodes, and CHE Proximity’s Chief Data Officer, James Greaney, to discuss the intersection of data and creativity.”
The move comes at a crucial time because Facebook is in the midst of a major advertising shift due to the increased focus on data privacy. That means less insight for advertisers to go on in mapping out their campaigns. Marketers everywhere are being forced to develop new methods of gathering response insights and building their ad campaigns based on expanded inputs and considerations.
“The importance of combining rich data to improve creative quality has been long established, but as we move into a cookieless, privacy-first world, it’s more important than ever.”
In the first interview of the new series, Facebook’s ANZ Head of Marketing Science Andy Ford spoke to Jen Rhodes of BMF and James Greaney of CHE Proximity to get their insights into how they’re coping with these changes. Both Rhodes and Greaney explore the expanded push to combine data and creativity and how brands are now evolving their processes on this front.
The pair also discuss Facebook’s evolving use of machine learning and AI to inform its ad targeting and how that’s also altering strategic approaches. This from Greaney:
“By using the tools and technologies we have at our disposal, the advertising industry can create great entertainment and experiences that are genuinely valuable. And since we have the ability to measure its effectiveness, we need to lean in and make sure that we’re understanding it properly.”