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Similar to Twitter’s approach, Facebook’s looking to provide a new way for users to see all ads any business is running on the platform at any given time, with a new ‘View Ads’ option to be added to Pages.
Facebook has announced that it too will be upping it’s transparency efforts, in the wake of the investigation into how both networks were used to spread political messaging ahead of the 2016 US Presidential Election.
Now depending on what side of the fence you sit this could either be a good thing or a bad one. As a marketer, this would mean that you will be able to visit your competitors’ page that shows all the ads they have run from that page. You can then get ideas and from their ads and start to emulate the ones that worked for them. The obvious downside of this is that your competitors can do the same for your ads.
As explained by Facebook:
“Starting next month, people will be able to click “View Ads” on a Page and view ads a Page is running, whether or not the person viewing is in the intended target audience for the ad. All Pages will be part of this effort, and we will require that all ads be associated with a Page as part of the ad creation process.”
This will be a massive change to the way ads are run by brands and businesses and has come about because of some nefarious goings on within the world of politics. As always, the actions of the few are having a huge impact on everybody else.
The option effectively puts an end to ‘dark posts’, which are promoted posts that are shown to the specific target audience, yet don’t appear on the advertisers’ actual page, making them invisible to those not targeted. This is reportedly one of the key ways in which politically motivated groups have used Facebook ads to spark dissent and division, focusing very specific ads onto receptive and/or vulnerable audiences in order to fuel movements.
So whether you like it or not the landscape of how we create and research our advertising campaigns is changing. Only you can decide whether it is for the better or not.Whether you like it or not the landscape of how we create and research our advertising campaigns is changing. Click To Tweet
As CNET tweeted recently:
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