Signal loss was not on the agenda when Meta debuted on NewFronts

Meta made its NewFronts debut in New York on Tuesday with the expected fanfare of an evening designed to woo advertisers.

(The event took place on the top floor of the Fotografiska Museum on Park Avenue South, which happens to be located in the same building as Anna Delvey, the con artist immortalized in Netflix’s coveted “Inventing Anna” miniseries as headquarters of his ever-future eponymous art foundation.)

Either way, Wendy’s marketers were on hand to extol the virtues of the Metaverse, and a handful of Instagram influencers did their thing, including a live cooking demonstration, comedy routine, and a pop-inspired trumpet performance.

Cue the stats: people spend 50% of their time on Facebook and Instagram watching videos; two billion people watch videos on Facebook and Instagram eligible for in-stream ad monetization; more than half of US consumers have purchased a new product in the past six months through a recommendation from a creator; and Reels has become the biggest driver of engagement growth on Instagram.

But what about signal loss and the impact of Apple’s privacy changes on Meta’s ability to target and measure ads and spin the targeted ad spinner?

Let me know

It’s no surprise that AppTrackingTransparency and the end of third-party cookies on Chrome didn’t show up during the NewFronts Meta presentation glare, but advertisers have been asking a lot about both, especially for brands focused on trade, said Nada Stirratt. , Meta’s Vice President for the Americas.

“Everyone is feeling it and so they’re eager to hear what we’re doing,” Stirratt told AdExchanger. “The tools we have are the first lines of defense in making sure small business owners and business owners of all sizes can find their audience.”

Some of these tools include the Conversions API, which allows advertisers to share data directly from their server with Ads Manager, and Aggregate Event Measurement, which tracks conversion events for people using iOS 14.5 or later.

But creators using Meta’s portfolio of video offerings, including Reels, Stories and its AR filters, all of which were heavily hyped during Meta’s NewFronts showcase, can also serve as a source of first-party signals.

For example, a cooking enthusiast who follows a chef on Instagram is not only a cooking enthusiast, he is a known and therefore targetable cooking enthusiast.

“But it’s not some kind of data mining of the relationship between creators and their audiences,” Stirratt said. “The beauty of creators is that they are a self-selected population that advertisers want to tap into.”

stay on message

Self-selected as in the first part.

Being able to navigate the headwinds of signal loss is directly tied to a deep understanding of “what people care about,” Mark Zuckerberg told investors during Meta’s first-quarter earnings call in late April.

This can be done by making it easier for people to connect with businesses through Meta’s services, whether that’s messaging on WhatsApp or Messenger or making a purchase on Facebook or Instagram.

On Wednesday, following on from several custom messaging tools launched in September, Meta introduced a handful of new messaging-related tools and options on WhatsApp, Instagram and Messenger, including the ability to create instant messaging announcements directly from of the WhatsApp Business app. Meta is also testing a new feature that will allow businesses to send marketing messages via Messenger to registered customers.

Click-to-messaging ads, which appear in-feed on Facebook and Instagram and prompt users to click to start a conversation with a business on WhatsApp, Messenger or Instagram Direct, are already a multi-billion dollar business for Meta, with two-digit numbers. Year-over-year growth in the first quarter, said Rich Rao, vice president of Meta’s small business group.

“Over the past two years, we’ve seen business messaging play an increasingly important role in how people and businesses connect on our platform – more than a billion users connect every week with a business account on our messaging services,” Rao told AdExchanger. . “That’s why we’re working to make it easier for businesses to use our messaging tools to communicate with their customers in a personal way.”

With the added benefit of creeping into the purchase funnel.

During Meta’s Q1 call, COO Sheryl Sandberg specifically emphasized that IM ads were a key part of the company’s business ambitions, as they enable Meta to serve as a channel to drive business results.

“If our business efforts are successful in the long term,” Sandberg said, “we will be able to close that loop directly on our end service.”

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