Reinventing Advertising in the Age of Privacy

On May 14, 2019 Facebook announced a set of new changes that allow their users to take more control of “Off-Facebook Activity” tracking. This change effectively includes two new changes for advertisers. First, Facebook will now expose to end-users which organizations are utilizing Facebook tools to collect data on them. This is inclusive of, “a list of the apps and websites someone visits that use our business tools such as the Facebook pixel, SDK, and API.” In addition, Facebook is including a new feature to allow its users to opt-out of off-Facebook site tracking.

Facebook has had a difficult year with continual PR challenges related to privacy, starting with the news of Cambridge Analytica, a third-party firm that gained access to the private information of nearly 50 million Facebook users.1 This data was later sold and used in ad targeting. Facebook responded relatively swiftly and moved to block third-party data input into its Platform’s advertising tools.2 This also included the CEO of Facebook Mark Zuckerburg being called to testify before the US Congress on the data breach.3

It is clear that 2019 is very much the year of privacy, as Facebook is not alone in their efforts to improve their user privacy tools. Mozilla, recently announced new user data security features to be included in their upcoming updates to their popular ‘Firefox’ web browser.4 Google, who controls two-thirds of the global Internet browser market share through their browser Chrome, announced new security and data privacy features in April.5

For digital advertisers, the attempts of browser developers and social media platforms to reduce passive user tracking may sound scary. And the changes may bring some new challenges for those who never paid the issue any mind. For the most part though, the changes should not prevent social advertisers from being able to leverage user data. The new world just means they will have to collect the data more openly.

Let’s focus on Facebook’s reasoning more specifically and look to how we as advertisers can shift our approaches to ensure we can continue to deliver results for our clients;

1. Giving people transparency and control is good for businesses.

It’s hard to argue with this logic, Facebook itself is a prime example of how a lack of transparency and control can be bad for bottom lines. As advertisers, we should be open-sharing where our data comes from. At the end of the day, targeted ads see better engagement6 – suggesting most users don’t necessarily mind seeing ads for products they are genuinely interested in.

2.  We’re showing people how advertisers use our tools.

This does mean more exposure for advertisers, but it is in the same vein as transparency; advertisers who collect data openly and use it to target relevant consumers have nothing to hide in how they use it. This is another change that will likely only hurt the bad actors.

3. This feature may impact targeting.

When someone disconnects his/her off-Facebook activity, advertisers can no longer use the data they clear for targeting. While it is hard to prognosticate how many users will clear this data, it is perhaps the most concerning of all the changes. As it means it will be more difficult to passively track some users, as they now have a means to proactively opt-out.

However, there are still many tried and true means of collecting first-party data. For one, POS and customer loyalty data, which via outside collection (read: not tracked via website behavior), is still fair game, as is any other form of active data collection that consumers may have already opted into. So long as Facebook advertisers have access to this data, we still have a way into the most powerful of Facebook’s audience targeting tools: Lookalikes.

4. Measurement will remain intact.

We can all breathe easy. While we may have to adjust how we collect data, it’s just going to take putting more effort into transparency and outside sources. Facebook is still Facebook, and advertisers we will still be able to track ROAS on our lookalike, conversion, retargeting, and whatever other audiences we can come up with.

Whether we like it or not, the digital age is evolving to be more open and transparent. As advertisers, we share in the responsibility to evolve with the times to ensure we can continue to deliver meaningful results for our clients. Not only for our bottom lines, but most importantly the consumers we collectively serve.

Ready to simplify social advertising, and enable local activation at global scale? Contact Tiger Pistol today.

After earning his Masters in Mass Communications in 2015, Chris Mayer worked at Facebook prior to joining Tiger Pistol as a Project Manager. He specializes in helping digital agencies and national brands build scaled Facebook advertising solutions with an emphasis on local activation. Outside the office, he enjoys, basketball, Formula One, and sharing opinions on film and television.

1NY Times ‘Facebook and Cambridge Analytica: What You Need to Know as Fallout Widens’
2Techcrunch ‘Facebook will cut off access to third party data for ad targeting’
3The Guardian ‘The key moments from Mark Zuckerberg’s testimony to Congress’
4Forbes ‘Firefox Takes Aim At Google With A Bunch Of New Security Features’
5TechCrunch ‘What Chromes browsers changes mean for your privacy and security’
6Marketing Land ’10 Steps To Target And Connect With Potential Customers Effectively’

How Can My Brand Best Use Our Locations to Drive Foot Traffic or Leads Through Social Advertising?

Most brands have robust national advertising campaigns, and while these are important for driving broad awareness through activation via traditional channels, they ultimately lack a local touchpoint that allows them to reach potential customers when and where it counts. Social media enables brands to activate locally, reaching consumers on their social media feeds throughout the day- where they spend most of their time.

As a national brand, you have two challenges when it comes to advertising:

  1.     Communicating your brand message and product positioning at scale
  2.     Activating local consumers to visit your locations in their area

Facebook advertising through Tiger Pistol is built to meet these challenges. What does it look like? Let’s take a look at two examples: 1) CPG brand that sells through independent businesses, and 2) A national financial services brand that sells through sales agents.

1)    Taking a CPG brand from Global to Local:

Through a local program, locations that sell your products can advertise both their business and your products at the same time.

For example, promoting your latest product, Tiger Pistol helps scale a national campaign locally by publishing your product messaging via the individual location’s page.

global campaign promotes your product, but can only indirectly promote the locations where your consumers can actually purchase it. Consumers will need to take extra steps to discover where they can buy your product.

Turning this into a local campaign can super charge this activation by promoting sales through local channels.

Notice, the local campaign is still brand controlled, but the call to action is now local, driving sales directly to the point of consumption. This way, your marketing dollars now drive local sales more efficiently, by directing consumers exactly where they need to go to buy.

To enrich their campaigns, Creature Coffee can utilize their corporate data, such as web traffic, to their product pages to segment their consumers. Through local campaigns this data can be geo-fenced for the individual locations to leverage in their campaign targeting along with a means to show potential customers the products they are most interested in.

This same tactic can work with services too!

global campaign promotes your services, but again, imperfect for driving local action. For Insurance Co., consumers must take the steps of finding an agent to get to the point of purchase.

local campaign maintains the brand message and positioning of the service, but now consumers can engage directly with agents and submit their contact information to start the buying process more efficiently.

 

Insurance Co. can now easily funnel leads to agents by retargeting their website visitors and customer data while also capturing new leads directly in their local agent’s service area.

Both of the above examples show how a global campaign can be re-positioned to activate locally. But how do you measure success? It’s really no different at the local level. It’s simply additive by including the end-location within the strategic framework. For Creature Coffee, this means driving sales at their independent locations and measuring foot traffic. Both serve the global KPIs of promoting the Creature Coffee product and the local KPI for Joe’s Coffee Shop with happy customers right through their door.

For Insurance Co., a global-to-local campaign can measure responses both locally and in aggregate. Agents gain value with a means to be proactively involved with their individual sales processes. Through a personalized campaign using brand assets and messaging from Insurance Co. Even better, it’s a win for customers because now they can reach out to Insurance Co. agents directly to engage in the buying process.

Ready to simplify social advertising, and enable local activation at global scale? Contact Tiger Pistol today.

After earning his Masters in Mass Communications in 2015, Chris Mayer worked at Facebook prior to joining Tiger Pistol as a Project Manager. He specializes in helping digital agencies and national brands build scaled Facebook advertising solutions with an emphasis on local activation. Outside the office, he enjoys, basketball, Formula One, and sharing opinions on film and television.

Connect with Chris

10 Tips for Brands to “Go Local”

We’ve all heard the words ‘go local’ being touted for years as a way to shop – but how about as a way to advertise?

With social media platforms continuing to evolve, and new technology readily available for multi-location brands, local advertising isn’t just for mom and pop shops anymore. Big brands finally have tools enabling them to target very specific groups of people, starting with Facebook pages:

1. Local Facebook Pages
As a multi-location brand, you likely have a spotless corporate Facebook page with thousands of followers and a portfolio of amazing, relevant content. Your locations (through no fault of their own) may have a page that’s not quite as shiny, or even on-brand. You and your team may not even have access to, or even be aware of, all of the local Pages out there. In this scenario, a lot of brands may be tempted to publish a campaign from their corporate-controlled Facebook Page, targeting an audience in each of their location’s cities or DMAs.

Why? Well for one, it’s clean and easy. As the brand, you have control over what creative elements are used and access to all the advertising data. You’re able to see which markets are more responsive and make quick decisions to react to results.

While this seems to make sense, since you are footing the bill, it is really important to drill into those location pages and reap the benefits of getting buy-in from those on the ground at the local level, increasing their engagement and ultimately working together to drive revenue.

So we convinced you to set up local Facebook pages, or maybe you already have them… either way, it’s time to talk assets.

2. Hyper-Local Targeting
A brand that thinks local and allows its marketing efforts to follow suit, will be more relevant to its audience. Targeting hyper-local is more than viewing each location as a geo-targeting set. The benefits for brands targeting hyper-locally include building out a strategy that truly takes advantage of each location’s surrounding audience and working with the location to build up core custom audiences that can be used in tandem with their ads.

3. Dynamic Copy
Localized copy can be used to address key selling points specific to that area and location, while still maintaining brand-level messaging. Running an ad with dynamic copy allows you to give a shout out to the city or even the neighborhood that you’re advertising to. Your audience will recognize your brand and instead of navigating a corporate site to find their nearest store, they’ll be directed with one click to the location’s page. Win-win.

4. Brand Assets
Unlocking branded media and audience assets for locations are huge. You’ll be investing in the locations by giving them the tools that they need in their advertising arsenal to mobilize their marketing efforts through their own Facebook page, while still maintaining brand creative control. Most locations don’t have the resources to create best-in-class assets. You can give that to them with the comfort of knowing your brand is now protected at the local level. Brands that value this type of mutual control will be giving their locations a leg up from other competitors with access to brand assets and national audiences.  As a brand, you’ll begin to start harnessing the power of local partners backed by your brand.

5. Local Control
Brands need to develop a strategy that’s flexible and inclusive – one where corporate leads the way while locations still have input. All of these need to be put in action efficiently to ensure returns-on- advertising can be realized. Local control takes everything we’ve been talking about up to this point and gives the location a way to give their feedback, ensuring the campaign strategy you’ve put together up until this point is relevant and comprehensive.

6. Added Budget Power
You’ve done the work to get local assets, and you’ve built a smart and dynamic campaign that puts relevant branded ads in the hands of the location and their audiences. Now you’re benefiting from the local awareness generated, and the location is benefitting from traffic. The campaign is working – well! This is the time to give the location a way to see their results and an avenue to add more budget to drive those great metrics.

7. Tailored Ad Types
What do we mean by ad type? Well, whether your goal is to get people to notice your brand, engage with your location, or act on what they’re seeing – there’s an ad for that!

For a multi-location brand, there may not really be a one-size-fits-all Facebook ad that is relevant to achieving all your individual locations goals.  Since the ad objective is crucial to the success of the campaign, aligning the objective of the ad with the specific location is important for success on Facebook.  Just as the messaging should be tailored, the campaign objective should align with the business goal and other marketing initiatives of that specific location. Brands can help locations narrow down on objectives that will drive meaningful business results.

8. Location-Specific Testing
When we are talking about the above assets, we’re not just talking about one image or one set of copy – we’re talking about a group of assets. You are probably familiar with a traditional A/B test, but setting up ads from the local Facebook page will allow you to harness the power of Facebook to optimize each set of assets to that specific location. When a campaign is optimized for the location, you’ll find that one asset (the image or copy) may perform very well in one location, where a different asset wins in another.

9. Apply Learnings
So, what can you do with this information? You’ll be able to consider the overall macro metrics for a strategy, as well as each location-specific test to develop a multi-location view and then use insights from one location to influence another.

10. The Feedback Loop
You bet I saved the best for last!  All of the points above require a lot of communication with locations – from understanding their goals and finding alignment with the brand to asking locations to participate in the selection of campaign assets. In order to get the buy-in from those leading the charge at the local level, your local partners need visibility into the ad and the results that are being generated. The feedback loop you’ll build in all the points above helps to grow buy-in as well as gives your locations a proactive way to participate in your marketing.

Tiger Pistol solves the core challenges that brands face, executing multi-location campaigns by providing a platform that was purpose-built to deliver global-to-local, best practice Facebook and Instagram campaigns. For a single campaign or thousands, Tiger Pistol allows our clients and their end-users to launch social advertising in a time-efficient, cost-effective, and brand safe manner.

 

Ready to simplify your social advertising and enable local activation at global scale? Contact Tiger Pistol today!

Laura Sebo, an Operations Manager at Tiger Pistol, has been creating Facebook ads for businesses for five years. Her education in economics and previous work as a copywriter drives her focus on ad optimization as well as end outcomes. When not in the office you can find her exploring state parks and mountain biking.

Follow Laura on LinkedIn