On a unique day that falls on the calendar just once every four years – Feb 29, aka, Leap Day, Facebook took a giant leap forward with the announcement of sweeping enhancements to its ad platform. Equally as intentional as selecting such a distinct date to host fMC, Facebook’s first-ever event designed for the advertising community, represents the company’s increased effort to appeal to advertisers and monetize the social network ahead of its IPO with its biggest ad platform shift to-date.
In a series of meetings prior to the event, GroupM was provided access to the pending changes in order to better place the ad ecosystem changes into context for brands. From Sponsored Stories to Reach Generator to their Premium product, the new structure of Facebook’s ad platform is a notable shift that delivers advertisers’ content in a manner that compliments users’ habits and the Facebook experience they’re accustomed to.
In our analysis of Facebook’s new ad ecosystem, we’ve identified four key areas of impact critical for brands going forward:
- Mobile
- Targeting
- Content
- Loyalty
Below, you can scroll our POV from Todd Steinman, CEO of M80, which expands on what these four areas mean for a brand’s Facebook strategy in terms of engagement and performance.
