For a successful ad campaign, companies need to personalize the experience to an individual based on a number of factors such as demographics, geographic location, interests, and activity.
All the above have been Facebook‘s way of targeting its 2 Billion users which has in turned made the company billions of dollars however, Apple might have cut this chance off with the roll-out of the iOS 14’s update late 2020 which will force all app developers to explicitly request user’s permission in order to collect their data – Good luck with that Facebook!
Of course Mark Zuckerberg isn’t happy about this development which has caused a serious friction between Apple and Facebook but the social networking giant needs to devise better means of making it possible to retarget its audience because Apple doesn’t seems to be turning back despite Facebook threatening with a lawsuit.
Facebook has accused Apple of being anti-competitive – the same battle the Social networking giant is in with the Anti-trust committee which could eventually see it being broken apart from its valuable assets such as Instagram and WhatsApp. but let me digress.
Facebook is reportedly launching a new ad campaign which focuses on helping small business through tough times. Facebook in order to save face and appear as the good-guy here will be released the video ad which was tagged “Good ideas deserve to be found” You can watch it below.
The reason for the rift between Facebook and Apple is because prior to the iOS 14.5 update, any application whatsoever can collect data from its users as long as the user accepts the app/service’s terms and condition but not anymore as Apple thinks it needed to further secure its users which is why it’s forcing app developers to explicitly request for the user’s permission on what data will be collected about them.
The video had however faced negative feedback which despite its comments being turned off, it’s dislike-to-like ratio is far from positive.
The social networking giant seems to be really desperate and would do anything to get it’s precious user’s data back which will continue to help it gulp its billions.
Since the company was portraying itself as the good guy here, the essence of the video is to show that it has helped small businesses grow because it was able to personalize ads experience via data collected from its users.
The video features far more Facebook and Instagram users finding things to follow and buy than the small businesses. Here’s the video’s description:
The world is full of good ideas. Now, thanks to personalized ads, small businesses can get theirs found. Good ideas deserve to be found.
Considering the sentiments of the video’s description, personalized ads seems to be the new gold standard for small businesses to thrive and for real, when a business understands its users personally, its able to render a much better and personalized service which in turn is a win-win for everyone but Facebook might have lost the trust of many already which is why it will be hard for the company to convince its iPhone users to turn off their privacy settings and let the service continue using their personal data.
Currently, users who haven’t explicitly opted out from the activity-tracking for personalized ads across Facebook and Instagram will continue to have their data collected by the social network giant.
The campaign isn’t all in bad faith, though. Facebook is waiving fees for businesses who sell products with Checkout on Shops through June 2021 and it also won’t collect fees for paid online events until August.
It’s adding a way to find restaurants in the “Businesses Nearby” screens, and it’s making it easier for restaurants to add their menus onto their Facebook Pages. While these gestures may help businesses with some advertising costs, it’s still helping Facebook’s bottom line.
The new blog post links to a page from June 2020 that explains how personalized ads work, but it’s kind of generalized and doesn’t delve deeper into exactly what information is collected by the app.
While some users might not care about their data being used to target them with personalized ads and experience – I don’t mind, others might find it concerning and wouldn’t want some unknown tech firm knowing everything they do or where they are and so forth.