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    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

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    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

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    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home News

Marketers’ budgets stick with Facebook despite the data scandal

However, they do foresee there could be some shifts for the 2019

23/03/2018
in News
3 min read
Marketers' budgets stick with Facebook despite the data scandal

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Source: Adweek

The latest data breach in which Cambridge Analytica helped Trump get elected as president of the US using data from about 50 million Facebook users has already cost Facebook dearly, but the repercussions could go much deeper as legislators in EU and US push forward for stronger regulation.

In all this, marketers are also weary of the situation, although they still show no signs of moving their budgets away from the social network giant. The main issue that marketers now point to is the overwhelming influence of Facebook, which they say might be too big for its own good, Adweek reported.

“I wouldn’t say that we’re going to tell our clients to not advertise on Facebook, unless there’s more egregious information that sheds light,” said Jen Brady, vp of media at Periscope. “It’s not like it’s a sexual scandal. It is a very unfortunate situation.”

While execs believe that Facebook will button-up its data practices going forward—and that the social giant did its due diligence by sending out an email to its client council making advertisers aware of what it’s doing to address the allegations—marketers are concerned by the depth of data that Cambridge Analytica had access to. While advertisers have struggled to pull stats from the so-called walled garden and complained about strings of measurement snafus, some execs are questioning how much data Facebook is forking over to app developers compared to advertisers.

“It’s disheartening to know that Facebook will let an analytical firm that is supporting political campaigns use all this profile data but they won’t give it to my clients,” said an exec at a large holding company who spoke on the condition of anonymity. “I got a phone call over the weekend [from a client] and I’m sure I’ve had a few pings here and there, but I’m sure that [more] will come.”

The gist of the problem: Facebook’s data is powerful and its ads work with hyper-precision targeting and incomparable reach in digital advertising across Facebook, Instagram, Messenger and Facebook Audience Network (or FAN). According to eMarketer’s latest report, Facebook will generate $21 billion in U.S. digital ad revenue in 2018, up 16.9 percent year-over-year. In other words, Facebook’s tentacles reach so deep into digital advertising that it’s nearly impossible for brands to ditch the platform altogether.

Still, it’s not clear if the data allegations will spook consumers from using the platform, which would change audience sizes for advertisers.

Another agency source agreed that Facebook budgets will not immediately be cut but if the platform does not self-regulate ads, there may be money on the table for other platforms. “If Facebook starts to lose its targeting prowess or if the #deletefacebook movement continues, investment would decline along with reduced targetable reach,” said the source.

Building off the consumer privacy concerns, one of the anonymous sources said she expects for the idea of trust to be a selling point of this year’s upfronts—the annual events when media companies pitch media buyers and marketers big ad packages.

“In light of recent events, the potential impact from GDPR on digital advertising in Europe, and the call for heightened regulation in the U.S., I’m expecting 2019 budgets to see greater potential impacts,” she said.

 

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