Facebook’s unification of its user experience across various devices meant unifying its native ad platform was a natural next step. As of September 10th, Facebook updated its ad specs, reducing types of ads in addition to recommending much larger sizes for each ad. It may come as a surprise that Facebook requests that ads be equivalent to the size a designer would use when creating a web page (1200 pixels in width). However, taking into account media spending best practices as well as the evolution of technology, Facebook’s new recommendation is, in fact, intuitive.
A small survey of ad tech companies reveals that less than 10% of clients actually use self-service if given the option. In fact, most companies that ask for it rarely use self-managing solutions in the end — suggesting that self-service doesn’t live up to hype. For many brands, a fully-managed platform is still the best choice for native advertising campaigns.
In an ideal world, retailers would know exactly what runs through the minds of customers and customers would be explicit in their preferences. Who says we’re not on the cusp of that blissful consumer utopia? With communication through social media outlets on the rise, retailers who utilize these avenues to reach their customer base are witnessing an increase in their sales.
Last week, AdAge Digital wrote a thought-provoking piece on the validity of ad-tech evaluations — sometimes referred to as “bake-offs.” A couple days later, Nanigans wrote a similar opinion piece questioning the effectiveness of bake-offs and asserting that these tests are ruining the ad-tech industry. But we love bake-offs! As one of Facebook’s fastest growing PMDs, bake-offs help us prove ourselves as the best… even if we are not the biggest.
Five years from now, Graph Search will have won the search war. Not because it’s going to have better algorithms than Google, or have better reviews than Yelp or Foursquare; but because unlike those services Facebook is a platform and not a provider. The future value of Graph Search is only going to be as strong as the providers that utilize Open Graph.