Facebook’s News Ban Highlights Why A Diverse Channel Mix Is Essential

Bangkok Thailand - August 31 2017 Facebook App on iPhone with computer laptop background closeup male hand hold social network on smart device concept.

Amir Rezaee, Head of Performance at Alpha Digital predicts that the ban of news content on the network could encourage marketers to build their presence across other platforms.

Marketers are experiencing a shake-up and a half

Facebook has had a busy start to the year and negotiations around the News Media Bargaining Code escalated quickly this week. The code calls for the tech giant to pay for shared news content, and practically overnight, Facebook decided to ban Australian publishers and Facebook users from sharing and accessing news on its platform.

Despite negotiations progressing, Facebook decided that this is its only viable option, even though engagement on Facebook could go down without news content being shared or read within the feed. Many publishers woke up to discover that they had lost a significant source of traffic overnight.

Meanwhile, marketers and publishers have also been closely following Google’s reaction to the code. Google search recently eluded to leaving the Australian market completely (and marketers had to start considering optimisation strategies for other search engines as damage control). Luckily for marketers, Google has managed to strike more favourable or shall we say ‘workable’ payment deals with major publishers in the last few days, rather than removing search completely.

Facebook and Google are heavily invested in by marketers and advertisers, and the threats have prompted many to question if they should be sharing their budget across other marketing channels to reduce their risks when market disruptions occur.

Now factor in the push for privacy

Outside of the ongoing enquiry into ‘fairness’ between big tech platforms and media companies, Apple (a company accounting for over one in four devices globally) has also been lobbying for customer privacy. As of January, all iOS apps (including Facebook) are required to adopt and display Apple’s new transparency prompt, which will ask iOS14 users for explicit permission to track users across apps and websites owned by other companies.

However, given that many people were probably unaware of how they have been tracked in the past and that the first option presented in the prompt is ‘do not allow tracking’, Facebook (and its advertisers) could lose visibility and targeting capability from a significant portion of their audience.

Disruptions to the media landscape will continue

This seems to be just the beginning of an evolution in the media landscape. Privacy regulation has been tightening up since GDPR was introduced in Europe and CPRA in California. All the while Google’s cookieless future is yet to roll out in 2022 and the opacity of the programmatic supply chain is also under review. The threats and changes are forcing all marketers to take a long hard look at their channel investment, and consider if their marketing mix is responsive and resilient enough to continue reaching their customers amid all of the changes.

Marketers can no longer put their eggs in one basket

The breakdown of negotiations between the Australian Government and Facebook will sadly hit small, independent publishers the hardest. Those who have relied heavily on Facebook for sharing content would have seen their traffic plummet overnight.

On the other hand, publishers who have created enough recall with their audience and positioned themselves as a ‘content destination’, built a presence on other social platforms (such as, like Instagram, Pinterest, and Twitter), or have an extensive and engaged email list to share news to directly will be able to weather the storm.

This lesson in the need for de-risking also applies to marketers who will be affected by the iOS14 update and reduced targeting capability on Facebook. The update will ultimately force the hand of marketers to rely on their own data sets and diversify their channel strategy. As a result content partnerships are in Vogue and many marketers are seeking publishers directly to try and reconnect with customers across the breadth of touchpoints that they use, while finding premium opportunities for brand alignment.

Thinking outside the box

If reaching audiences through online platforms is becoming increasingly difficult, then marketers can look to Programmatic Digital Out Of Home as an inclusion in their marketing mix. Flexible, data driven, easily applied to many locations (and easy to switch off in the case of snap lockdowns) it can offer more premium impressions within physical locations.

You will also have read many articles already observing the increased importance of building and maintaining your first party data and communicating to your audience directly via email. It’s an owned channel with an audience that has opted in to hear directly from your brand. It’s your own brand-customer ecosystem, so you can distribute your content there freely and engage with your audience directly. It’s also immune to algorithm updates and the customer data collected here can also be integrated with campaigns on other platforms. Make this channel a priority, if you haven’t already.

So, what’s next?

The evolving digital media landscape will continue to call for diversity. An agile, cross-channel digital marketing strategy is no longer a nice to have, it’s a prerequisite. In the case of Facebook, targeting will now be less reliant on automation and marketers are going to have to refine their skills. Rather than relying on Facebook to find their customers for them, marketers are now going to need to dissect existing data to get to know their customer’s interests and decision making processes intimately, and choose their placements mindfully.

 




Please login with linkedin to comment

Apple Facebook

Latest News

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC
  • Media

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC

Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor
  • Advertising

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor

Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]

OMG’s Annalect First To Get Meta’s Advanced Analytics
  • Technology

OMG’s Annalect First To Get Meta’s Advanced Analytics

Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably
  • Technology

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably

WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024
  • Opinion

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024

Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]

Opinion

by B&T Magazine

B&T Magazine
Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader
  • Marketing

Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader

Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]

Assembled Media Inks TikTok Creator Campaign for BIC
  • Campaigns

Assembled Media Inks TikTok Creator Campaign for BIC

Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]

Big data and analytics visualization technology with scientist analyzing information structure on screen with machine learning to extract predictions for business, finance, internet of things
  • Media

IAB Launches Fourth Module In Its Marketing Measurement Innovation Series

IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]

Aerial view of a coal fired power station with large cooling towers emitting co2 into the atmosphere. With its lights already turned on the power station is illuminated in moody twilight.
  • Media

Scope3 Expands Carbon Measurement Capabilities To Include DOOH Advertising

Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising,  announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]

January 14, 2023 - New York, New York, USA: 2023 NRF Big Show press conference with Composition 2024 NRF Singapore.    Photo by Ian Wagreich / © Ian Wagreich Photography
  • Marketing

Now Open For Registration – NRF 2024: Retail’s Big Show Asia Pacific

NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]