Facebook doesn’t want marketers’ money unless it is driving ROI for their brand, according to chief creative officer Mark D’Arcy.
“We don’t want people investing time or money in Facebook if it isn’t driving their business,” D’Arcy tells AdNews, suggesting companies who aren’t seeing results should take budgets elsewhere.
His comments follow Procter and Gamble’s decision to move away from targeted ads last year after finding they had limited effectiveness for the brand.
“The best thing to do on Facebook, or any new platform, is place a small amount of money behind an ad and sees how the world reacts,” D’Arcy says.
"It shouldn't be blind faith. You shouldn't be doing anything that isn't driving your business and hitting KPIs. If you aren't aggressively pursuing a target both creatively and through other business lines, then there's a problem.”
Facebook launched its Creative Shop in 2013 as a way to help brands and marketers be more creative on the platform and increase the overall impact of ad campaigns.
While targeting is a large part of its offering, D’Arcy admits that bigger brands, like P&G and Unilever, may not need to invest as much in targeting as they have products that appeal to a wide audience.
Measurement has been a hot topic throughout the industry, with Facebook repeatedly criticised for misreporting its figures to advertisers.
The social media giant recently announced it would allow third party verification of its metrics in its mission to convince advertisers and agencies it can be trusted to report the right numbers.
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