Tatari’s Post

Social creators face harsh platform reality after Meta's global outage: Content creators confront platform dependency risks as Meta's outage disrupts business, echoing publisher warnings about digital control. #SocialMedia #ContentCreators #MetaOutage #DigitalMarketing #SocialMediaStrategy

Meta stopped supporting its original shows on Facebook Watch last April, essentially ending its streaming ambitions. This decision was part of Meta's cost-cutting measures, which also involved laying off employees. Recently disclosed court documents from an antitrust lawsuit against Meta suggest that this move was influenced by Meta's relationship with Netflix, one of its major advertising customers. According to the allegations in these documents, Facebook (now Meta) allegedly provided Netflix with access to private messages of Facebook users in exchange for advertising spending. While Meta refutes these claims, the documents imply a strong business connection between the two companies, with Netflix potentially impacting Meta's decisions regarding competition in the streaming video market. Meta's streaming ventures, including Facebook Watch, struggled to gain significant popularity compared to competitors like Netflix and Amazon Prime Video. Despite initial plans to invest in original content, Meta shifted its focus towards VR experiences, and reportedly slashed its streaming budget by $750 million in 2018. #Meta #Facebook #Netflix

This trend is why research keep telling us traditional media like TV wins when accounting for long-term impact. It’s a simple supply v. demand calculation. TVs ROI is good because it’s less sexy than digital media and marketers have fallen out of love, which have lowered investments. Then demand drops, price drops, and ROI increases. If you haven’t followed the recent analysis on the effectiveness of TV, I suggest reading Andrew Tindall’s summary. (I’ll put a link in the comments).

The Dethroning of Linear TV: Meta's Meteoric Ad Ascent and the Opportunities for Innovative Brands In 2025, Meta is projected to generate more ad revenue than the entire global linear TV industry. As a consultant helping brands capture disruption opportunities, I see this as a pivotal moment with profound implications for advertisers. Meta's dominance testifies to the power of digital platforms at scale, while linear TV faces existential challenges. For brands, this disruption presents both a challenge and an opportunity. Those who embrace innovation and adapt to new realities can unlock tremendous growth. Brands must rethink assumptions, test new strategies, and iterate quickly. This could mean doubling down on social and digital, exploring emerging platforms, or developing new forms of branded content. Navigating this landscape requires understanding audience behaviors, taking calculated risks, and balancing long-term vision with short-term flexibility. As a consultant, my role is to partner with brands to co-create innovative solutions and thrive in this disruption. The dethroning of linear TV is a wake-up call, but also an invitation to reimagine what's possible. For brands that seize this moment with courage and creativity, the opportunities are limitless. #MediaDisrupted #DigitalFirst #AdvertisingRevolution #InnovationConsulting #BrandedExperiences #AudienceEngagement

Interested to read the responses to this recent WARC post about Meta now generating more ad revenue than the whole of the global linear TV industry. Like all things worth discussing, there were different points of view, some questions, some clarifications, some agreements, some disagreements, but what is clear is that the shift continues - and it continues to create controversy 🤔 Other headlines from this report show global social spend is set to total $247.3bn in 2024, up 14.3% year on year, ahead of paid search. Both Facebook and Instagram growing by more than 20% year on year in Q1 2024, and Meta forecasting to earn $155.6bn in ad revenue this year.

We have seen the big move from traditional media to the digital space in the last couple of years and this graphic from WARC confirmed that our audiences have changed. Are you adding media and social media in the brand plans from the beginning? #media #socialmedia #marketing

🔍 Tired of playing hide-and-seek with those elusive Meta updates? Let's talk shop! From budget blunders to result rollercoasters, we've seen it all. Share your Meta advertising woes below, and let's commiserate together! 💡 #MetaAdvertisingMayhem #ScalomediaSolutions

In addition to the comparison of Meta to Linear from WARC, the IAB "2024 Digital Video Ad Spend & Strategy Report" adds to story... "Digital video is projected to surpass linear TV in ad spend in 2024." "As the shift in viewership from linear TV to streaming accelerates, ad  spending is also transitioning. E.g., the largest pay TV providers lost 5M  subscribers in 2023, adding to the 4.6M lost in 2022. This reflects an  ongoing annual decrease in subscribers of approximately 6%**." "Digital video ad spend rose 15% in 2023 to $54B and is projected to grow 16% in 2024 to $63B." "Including CTV, social video, and online video (OLV), digital video is one of the fastest growing channels in all of media and is projected in 2024 to grow nearly 80% faster than total media overall*."

Despite a challenging Q1 2024 with a net loss and increased costs, Entravision's net revenue climbed 16%, reaching $277.45 million. Their digital sector surged, with audio taking a dip. Keep an eye on how they tackle Meta's ASP deadline! #Entravision2024 #MediaBusiness #DigitalGrowth

Meta’s new financial products and services ad category: what it means for advertisers? Meta for Business has introduced a dedicated ad category for financial products and services in the UK, reflecting increased regulatory scrutiny and the need to align with FCA guidelines. Advertisers must now register under this category and verify their eligibility, adding an extra layer of compliance. So, what does this mean for marketers? - Greater Transparency and Trust: Meta’s stricter controls aim to reduce misleading financial promotions—benefiting both consumers and ethical brands. - Increased Barriers to Entry: Advertisers are now required to provide evidence of FCA authorisation or partner with approved third parties to promote financial products. This may restrict access for smaller, unregulated players. - Impacts on Campaign Performance: Compliance measures could affect campaign timelines and scalability, making forward planning and close performance monitoring more crucial than ever. While this is a positive step towards fostering trust in the industry, it also highlights the growing complexity of the advertising landscape in the finance industry. #meta #adsmanager #paidsocial #finance