Facebook rolled out two new tools including Dynamic Creative to help brands optimise their content marketing campaigns in the run up to the busy shopping season from November through to Christmas.
The headline addition is Dynamic Creative, a new tool that will automate the content process by creating a series of ad variations. This will allow brands to feed in the videos, images and text they want to use for a campaign and then sit back and allow the dynamic tech to come up with different combinations. Facebook said the tool would help marketers to “cut through the noise”.
Analytics is at the core of Dynamic Creative. It evaluates ads to see how they resonate with target audiences. The second tool will make it easier to assign these different versions of the same creative content to each ad environment. Facebook claims this more tailored approach will optimise ad spending and streamline campaigns for the holiday season.
Facebook said in a business blog post on Wednesday: “Dynamic creative will analyse which version of the ad performed best with each audience and in each placement, including News Feed, Instagram and Audience Network giving you the insights you need to run the most effective ads and drive results for your business.”
Twitter also announced in midweek that it is set to launch a new online Transparency Centre so users can ascertain more information about the ads they see from brands on the platform. The new hub will show stats for how long an ad has been running and the ad creative involved, while a “visual indicator” label will highlight any electioneering ads.
Twitter is rolling out improved user controls and stricter ad policies too. “This is a great move by Twitter — because they control all of their inventory inside of their audience based platform, they can build unique features that build trust among their community and the world at large,” Unified CEO and co-founder, Jason Beckerman said. “Companies taking steps like this to self-police will create greater trust and limit blow back when situations like the 2016 election issues arise.”
