Learn from the Open Web

The open web got a bit more open. Following Russian interference, Facebook’s doing what it can to make advertising on its platform more transparent in an effort to appease critics that the platform is too big, too powerful and in serious need of regulation. 

Its latest step is making any ad running on Facebook viewable by anyone else. This is meant to bring dark posts out of the dark with a new “view ads” icon that will display on every advertiser’s Facebook Page. Anyone who clicks that icon will see any of the ads an advertiser is currently running. Facebook’s not alone. Twitter is taking a similar approach with its platform. 

This is a marked shift by Facebook. Dark posts have traditionally played a pretty critical role for advertisers to test creative with a small group of users without it being seen by anyone else, as well as target specifically-tailored creative to different audience segments. Dark posts allowed advertisers to take a segmented approach to their advertising. Now, that ability isn’t going away. What is going away is the ability to do all of that in secret. That’s what’s happening to your brand, but it’s also what’s happening to the competition.

Real-Time’s Growing Up: From Spray-and-Pray to Orchestrated Efforts

Real-time marketing’s been said at least multiple times by every marketer in America. What took off with one tweet during the 2013 Super Bowl has turned into a brand pile-on when royal births are announced, the Grammy’s happen or even a random food holiday has its time on the calendar. It was once a way to stand out from the crowd. Now, it’s just a way to be part of it. Everyone’s doing it, and there are no shortage of bad examples from brands. The Prince tributes may take the cake, however.

Real-time marketing had its moment in the sun. Now, it’s growing up. (Many) Marketers are getting smarter with their choices in when and how they react.