Facebook ad campaign counters Apple’s IDFA privacy change


Image of the new Facebook ad campaign, “Good ideas deserve to be found.”

Facebook

Facebook continues its public defense of personalized advertising with a new ad campaign called “Good Ideas Deserve to Be Found.”

The company says the campaign is intended to “help people understand how the personalized ads they see help them discover new things that they love and support businesses in their community.” It will appear on television, radio and digital platforms starting Thursday.

Facebook executives said the initiative is intended to support small businesses struggling through the pandemic.

But Facebook has another reason: Apple is making a change to the iPhone that is expected to change the mobile advertising industry, making it harder for advertisers to target ads to mobile phones and track their performance. Basically, the change will take a privacy option for users to share their Advertising ID, or “IDFA,” which was previously buried in users’ phones, and put it front and center when they open an app. The change is expected to affect Facebook’s business as early as this quarter, the company warned in a recent earnings report.

Facebook executives have been publicly denouncing Apple’s move for months. Facebook even launched a print ad campaign late last year arguing that the change will hurt small businesses and suggesting that online content creators will have to turn to subscriptions to replace lost ad revenue, forcing users to pay for what was previously free.

When Apple’s changes go into effect in early spring, Facebook will start displaying a message to encourage users to share their information. The company began testing messages last month that say Facebook uses that information to “provide a better advertising experience.”

The new ad campaign is designed in part to encourage users to say “yes” to this message.

Facebook company marketing chief Andrew Stirk said the company’s research found that 47% of small businesses fear they will not survive the next six months, or are not sure how long they will stay afloat, as the Covid-19 pandemic and subsequent shutdowns have devastated everything. from retailers to restaurants.

But he said Apple’s changes “add some urgency to this,” he said.

“The goal is to help people understand the role that personalized ads play for small businesses, their ability to grow and prosper, and also the role they play in helping discover ideas that might not otherwise exist, that otherwise way they wouldn’t find. ” he told CNBC in an interview this week.

What the new campaign implies

The campaign will run for 12 weeks on and off Facebook platforms. Includes television commercials made with the Droga5 agency, directed by David Wilson and voiced by Grace Jones. They feature real business and include the phrase: “And yet, for every great idea that achieved great success, there are many more that never found their fame.”

TV ads end with the text “Good ideas deserve to be found. Personalized ads help you find them.”

“We want to make sure that [small businesses] we are aware of the tools we offer and we make the experience as positive as possible, “said Stirk.” And then for consumers, we want to raise awareness of the role personalized ads play for small businesses and the ability to discover ideas. ”

The company said it is providing more information on how personalized ads work on Facebook and Instagram dashboards, and that campaign ads will target those hubs. On Facebook, companies will be able to post with the hashtag #DeserveToBeFound, and on Instagram there will be a sticker with similar text.

Facebook said it is also trying to make it easier for small businesses to start marketing. The company is waiving certain fees for businesses using Facebook’s online shopping platform until at least June of this year, and for paid events until at least August.

Annette Njau, whose House of Takura lifestyle brand is featured in the campaign, joined Facebook executives in a conference call. It said personalized advertising in its current form helps it advertise as a larger company, but it fears that Apple’s IDFA change will affect that.

“I’m not Louis Vuitton, or Chanel, right now … We can’t just throw money away blindly,” he said. “So what Facebook did with the ads, it evened the playing field for us.”

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