Data Protection, Digital Ad Forecasts and Brand Principles In This Week’s Friday Download
April 7, 2018
By FTI Consulting
In a week where social media clangers have once again dominated the news, we have some good news for those of you who are beginning to think it may serve to keep your social media presence a little more low profile and a little less like an oversharing Boris Johnson. This week Facebook has implemented a whole host of measures to further protect its users from third parties who may wish misuse your data. The first step has been to limit how much data is made available to advertisers. Specifically, Facebook will no longer use third party data aggregators to help supplement its own data for ad targeting. Another measure is the social media platform launching a certification tool, called Custom Audiences, which will ensure that marketers are only sending ads to email addresses that were obtained with proper consent. A final privacy change is the option to bulk remove third-party apps (like the one used by Cambridge Analytica to collect user data). All of these steps come in the wake of the news that Cambridge Analytica may have collected 87 million users’ data.
These measures are a sound response to recent concerns, though as we saw with LittleThings any changes to Facebook’s advertising or algorithms will likely cause some disruption to publishers. Yet whilst it may be harder for some to reach their target audiences, on balance all publishers and brands will likely benefit from changes that will rebuild the public’s trust in the platform.
TV Is Dead, Long Live Digital
Did someone say “shameless plug for the digital sector by a digital specialist” – well guilty as charged. According to eMarketer’s latest forecasts more money will be spent on digital advertising on social media networks in the UK than on the entirety of the country’s TV advertising by 2020.
Facebook in particular is set to capture the lion’s share of the ad spend making an estimated £3.8bn. Whilst TV audiences have continued to dwindle, Facebook has stormed ahead reaching 2bn monthly users last year. However, recently ad spend on social media platforms has been far from guaranteed as brands abandoned Facebook following the news of Cambridge Analytica. Prior to that, major digital advertiser, Unilever, had raised concerns about advertising on platforms which it deemed to be divisive. Despite these setbacks it appears that the march of digital is unstoppable – or so we tell ourselves every week in our Monday morning team meetings.
It’s Not You, It’s Me
You may want to hold onto your wife/husband that bit tighter as it appears Ashley Madison has risen from the ashes like a morally questionable phoenix. Ashley Madison – the dating site for extramarital affairs – went missing and was presumed dead after a cyber-attack in 2015 resulted in the publication of millions of users data being published online.
However, it seems that the website has not yet had its final date with destiny as a recent Ernst & Young report reveals that the site is growing with 5.7m accounts registering in 2017. Whether or not you’ll be toasting to their success, there are clearly lessons to be learnt from a company who many believed to be beyond saving. Whilst the company has engaged in significant technological transformation to enhance the security of the site, it is interesting to see that little has changed in the way that the company is branded.
The company has continued to use the same logo, the same name and the same tag line – “life is short, have an affair”. The company has ignored the advice it was given to change its name and ultimately has come back stronger as a result. Therefore perhaps the lesson for any company experiencing a catastrophic crisis is to fix the issues but stay true to your brand principles and what you are known for.
Also This Week
Facebook won’t extend European data privacy protections around the world – Mashable
Why we need emoji representing people with disabilities – The Verge
Malaysia just made fake news illegal and punishable by up to six years in jail – The Verge
The views expressed herein are those of the author(s) and not necessarily the views of FTI Consulting LLP, its management, its subsidiaries, its affiliates, or its other professionals, members or employees.
FTI’s digital practice in EMEA operates as a centre of excellence for digital communications within the firm and is staffed by a team of practitioners with industry experience of consumer, corporate and financial communications. The team runs an active portfolio of multi-sector brands and partners with FTI’s teams and clients to provide a wide range of online reputation management services.