• http://wholemediaconcepts.com/ Whole Media Concepts

    From the article “The notion that brands can simply take existing TV assets and port those over to Facebook (with enhanced targeting options) will be highly appealing.” NO IT WON’T. Brands need to be more creative than that.

  • gregsterling

    To the brands. To make the ads effective is another challenge. As I say in the final graph, the ads should be modified to take advantage of audience segmentation. It goes without saying that ad creative must be strong to be truly effective.

  • http://wholemediaconcepts.com/ Whole Media Concepts

    Agreed Greg. Great piece. It’s difficult and costly for brands to drive resources toward the creation of multiple pieces of content that are demo specific, but those who invest the time to do so should benefit the most. What may hurt the user experience on FB is the fact that SMBs with limited resources will repurpose their TV content on FB. In that scenario, those ads will be less effective if a general marketing spot is slapped onto the FB platform.