MAM
Report on Shemaroo

Facebook's 'Why Am I Seeing This Ad' update to help brands create better impact

Such initiatives are a part of the bigger shift in the industry’s perspective.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/07/22/Facebook_ad.jpg?itok=4vdoDP3L

MUMBAI: Social media giant Facebook recently announced some new controls to its ‘Why Am I Seeing This Ad’ feature offering more transparency and control to its users. The platform will now show more detailed information on the targeting parameters used and the source of information for a particular ad, among several other control measures for the users to pick which ads they want to see and which they don’t.

Digichefs co-founder Deep Mehta feels that there was a strong need for Facebook to roll out features like these given ‘the scandals’ it had been involved in during the last few years.

Logicserve Digital co-founder and CEO Prasad Shejale thinks that the social media company is making conscious efforts to take care of  users’ data & privacy and gain back their trust after numerous concerns that it has faced around user data misuse.

He adds, “Also, we saw many countries passing laws to ensure user data is protected and not misused by companies and brands including GDPR, California Consumer Privacy Act and also India's Personal Data Protection Bill to be discussed in the upcoming parliament session. The new-age users are smart and becoming mindful about their data, its usage, and how, at times, unwanted ads often cross the fine line between being helpful and being spooky. This further adds to consumers' concern about how their information reaches the brand. They also feel the need for an option to opt-out of such marketing activities and, sometimes, judge the brands for exploiting users' behavioural data.”

Times Internet COO-Indiatimes and lifestyle brands Angad Bhatia notes that this is a step in the right direction. “Empowering users to further control their newsfeed experience helps build a stronger relationship between the user and the platform. The more control users have, the better is the retention and higher is the uptake of the platform. Facebook has reached a critical mass from both the advertiser demand and user supply sides. This only leads to a better advertising recommendation. With this, advertisers can gauge customer affinity and organic pull of the brands by serving them their brands of choice.”

Most of the digital industry is of the view that the move won’t impact the advertisers’ reach immediately. Shejale says, “I really don't think any good step like this can truly impact the reach. Rather, if they adhere to the rules, it will only help brands create better impact among the audiences and build their brand equity.”

1702 Digital co-founder Mihir Joshi mentions that this is just the ‘learning phase’ for Facebook. He adds, “The new update in the Facebook feature won't impact the advertisers reach. Diligent audience targeting helps marketers achieve their goals. Seldom, they do bombard the user, which is when the question of ''Why do I see this Ad?'' arises.”

However, Zolo co-founder and CEO Nikhil Sikri says that the move will impact the advertisers who use Facebook retargeting by uploading user lists which they’ve not generated themselves i.e. purchased from 3rd party vendors. “This change will have a long-standing impact on those businesses which are using the non-opt-in database as Facebook might stop those brands from targeting custom audiences and thus limit their reach on social channels.”

The move is not only a great proposition for users worried about the safety of their data but comes as a great opportunity for advertisers looking to streamline their strategies and targeting approach.

Triton Communications executive vice president Virendra Saini shares that it can help advertisers in checking competitors' ad targeting. This might help them in better planning their approach as well.

Bhatia quips that such initiatives are a part of the bigger shift in the industry’s perspective of the advertiser-consumer relationship and thus they should look at it with an approach to embrace this system.

He says, “The ‘spray and pray’ approach in advertising has rarely worked and is rightfully on its way out. It pays to effectively engage potential customers via a meaningful conversation about your brand than sneak in pop-up ads that are jarring and disrupt their experience.”

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_184606_800_x_800_pixel.jpg?itok=MO9TLLgH
HUL’s Deepika Bhan to lead Tata Consumer Products' packaged foods biz

NEW DELHI: Tata Consumer Products (TCP) has roped in Deepika Bhan as the new president of the company’s packaged foods division in India. The appointment will come into effect from 27 April 2021. Bhan joins TCP from Hindustan Unilever, where she was global brand director - haircare for south Asia....

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_180357_800_x_800_pixel.jpg?itok=BPjnjcNd
KL Rahul bats for Gamezy’s Play Fantasy Cricket Hatke campaign

MUMBAI: Fantasy cricket app Gamezy has launched a new IPL campaign featuring brand ambassador KL Rahul, which revolves around the thought, “Play Fantasy Cricket Hatke.” The new series of Gamezy advertisements, conceptualised by Aagey Se Right, will run across live broadcasts of cricket matches on...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_154336_800_x_800_pixel.jpg?itok=4A3m_9bG
MyGlamm onboards Bhavesh Singhal as chief growth officer

MUMBAI: Direct-to-consumer beauty and personal care brand MyGlamm has appointed former head of growth and revenue of Medlife & Myntra- Bhavesh Singhal as its chief growth officer.   Singhal brings over 10 years of extensive experience in growth, analytics and consumer tech to the organisation....

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_141011_800_x_800_pixel.jpg?itok=v5IYG5Pw
Snapdeal takes a dig at brand hype to highlight its value proposition

KOLKATA: E-commerce player Snapdeal has rolled out a new campaign - Brand Waali Quality, Bazaar Waali Deal, which seeks to disrupt the notion that only expensive products offer good quality. In a straightforward manner, it communicates Snapdeal’s unique value proposition - good quality at low...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_122706_800_x_800_pixel.jpg?itok=_OeOE9Xu
Namit Prasad joins L&K Saatchi & Saatchi as SVP- planning

NEW DELHI: L&K Saatchi & Saatchi has onboarded Namit Prasad as senior vice president, planning. He will be based out of Mumbai and will report to chief strategy officer Snehasis Bose. Prasad joins the agency post setting up a start-up involved in building an enterprise development platform...

MAM Media and Advertising AD Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_121747_800_x_800_pixel.jpg?itok=7bpC6hhH
Dentsu Webchutney wins digital mandate for Tanishq

NEW DELHI: Dentsu Webchutney India has bagged the digital mandate for Titan’s jewellery brand, Tanishq. The account was won following a multi-agency pitch. Championing today’s bride’s love for tradition without being bound by the constraints of it, was the challenge that inspired Dentsu Webchutney...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_121445_800_x_800_pixel.jpg?itok=tvkVk6Ji
Bacardi India taps Zeenah Vilcassim as marketing director

NEW DELHI: International spirits company Bacardi India, has appointed Zeenah Vilcassim as marketing director. She will head consumer and customer marketing across the entire Bacardi portfolio of brands starting this month. Vilcassim will be responsible for driving synergies across marketing,...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/img_19042021_120612_800_x_800_pixel.jpg?itok=bzQ7V9X3
Nearly 60% of Indian CMOs have dedicated budgets for influencer marketing, study finds

NEW DELHI: The growing affinity of consumers towards digital platforms to connect with brands has elevated the popularity of influencer activities in India. Moreover, the Covid2019 outbreak has made brands focus more on affirming their online presence, and it has made influencers a part of the...

MAM Digital
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/04/19/television_boardroom-800.jpg?itok=An3_PSHn
'Enormous opportunity': Brands upbeat about TV advertising in 2021

MUMBAI: It would be safe to conclude from the BARC TV Universe 2020 figures that television remains our favourite form of video entertainment across India. The report, which showed that the number of TV viewers had gone up by more than 50 million to 892 million in the last couple of years,...

MAM Marketing Brands

Sign up for our Newsletter

subscribe for latest stories

* indicates required