I was recently asked by Mobile Marketer to provide commentary about the recently released Facebook TV ads.
Mobile Marketer – How unprecedented is it for Facebook to do a strict branding campaign like this? Why is this symbol of the social media/mobile age going to television ads, a traditional tool generally used for branding?
Tom Edwards – The brand campaign aligns with recent shift towards a reach and frequency approach vs. social engagement. Facebook is now positioning itself to drive incremental revenue from television while also focusing on discovery and video as key drivers moving forward. By using traditional media, it can create a bridge and further align itself as a mass media entity in it’s own right.
Mobile Marketer – What opportunities or challenges can this campaign open for FB?
Tom Edwards – Facebook does not have an awareness problem, however the usage behavior, especially within the younger demographics are shifting. By positioning the brand and the core promise of what Facebook delivers, connections with the people that matter the most and share your life, they are reinforcing the core value of the platform.
Mobile Marketer- What do these ads say about how Facebook is positioning itself for consumers?
Tom Edwards – The campaign reinforces some of the core behaviors associated with why consumers engaged with the brand in the first place and it carefully highlights multiple audience segments while reinforcing the value of connection.
Mobile Marketer- What does the ad say about the internal challenges Facebook is facing?
Tom Edwards – Facebook has reinvented itself multiple times over the past few years. In order to maintain it’s massive user base Facebook will need to continue to evolve. You see this in the acquisitions of Instagram, WhatsApp, Oculus and Live Rail as well as the parsing out of messenger from the native app. Creating relevant points of connection and value across physical and digital while creating value and scale for advertisers will be key areas of focus moving forward.
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