Volume 9 Issue 16

Have you been keeping an eye on your Facebook ads charges and performance?

The DL: Calling all Social Media Managers: now more than ever, it’s crucial to keep a close watch on Facebook ad charges and performance due to recent reports of glitches in Meta's ad system. Marketers have reported significant increases in campaign costs with mixed results and decreased sales, without any formal explanation from Meta. While Meta acknowledges some issues with ad delivery, they claim it's not widespread. However, past experiences suggest that such glitches can lead to overspending. With Q1 reporting recently concluded, any overspend could potentially boost Meta's revenue performance, speculators note. Advertisers are advised to monitor their Facebook ads closely in the coming weeks for any fluctuations in costs, as the impact of these glitches may vary across accounts. 

Linear TV programming on CTV platforms (connected TV) makes up around 85% of total CTV ad inventory on long-form content.

The DL:  Linear is still the primary channel for mass marketing. It is shrinking but not going away. The CTV category is growing due to rising streaming platforms which include Video on Demand platforms and FAST (Free Ad Supported Television) channels. Streaming’s ad inventory rose 60% in the first quarter of this year. Linear TV ad revenue declined 8%. This decline was due to consistent cord-cutting by consumers. The number of commercials watched on linear TV is estimated to drop by 27%. A lot of this has to do with sports programming content shifting to in-house platforms. 

LinkedIn reportedly entered the influencer marketing business with last week’s launch of an offering that lets advertisers pay to amplify posts from independent creators.

The DL: These Thought Leader ads offer brands an opportunity to convert creators into brand ambassadors, as CNBC noted. Initially limited to companies amplifying their own employees' posts in 2023, the ad offering now allows anyone to boost a post with the author’s permission. With LinkedIn currently holding about 4% of the influencer market, there's growth potential amidst its single-digit growth phase. The platform's effectiveness for advertisers stems from its ability to target individuals in specific professional roles for promoting business products and services. 

Connected TV (CTV) is one of the fastest-growing sectors in digital advertising.

The DL: The company GenAI using AI to innovate targeting approaches in CTV is positioned to disrupt the $30 billion connected TV (CTV) advertising industry. GenAI leverages artificial intelligence and machine learning to optimize ad placement and targeting, promising more effective and efficient CTV advertising campaigns. By analyzing vast amounts of viewer data, GenAI aims to deliver personalized and relevant ads, potentially leading to higher engagement and conversion rates for advertisers while enhancing the viewer experience. This innovative approach underscores the increasing importance of data-driven strategies in digital advertising, signaling a shift toward more targeted and engaging CTV advertising experiences. 

Mark your calendars! Earth Day is coming up on Monday, April 22nd. 🌍 Let's honor our planet and commit to actions that nurture and protect it. We, at Hoffmann Murtaugh, continue to do our part and have recently joined Ad Net Zero, an organization that helps advertising tackle the climate emergency!