At the OTTtv World Summit, London
Facebook users are crying out for more personalised advertisements, Facebook’s Jen Lewis revealed at this morning’s OTTtv World Summit in London.
“One of the biggest things we look at is what people like about Facebook and what they hate about it,” Lewis told the packed conference in the course of co-presenting a Facebook (/Instagram) and Sky case study on the launch of season 5 of Game of Thrones. “The biggest feedback we get about Facebook ads… is that people say, ‘you know so much about me, how in the world could you ever serve me an ad that is not relevant to me? Why am I seeing this if it has nothing to do with me?’”
Such affirmative feedback would seem to have relevance far beyond the wide shores of Facebook alone, touching upon the whole touchy matter of personalised advertising in general. Asked to elaborate further on the claim, Lewis revealed that, demographically, this feeling was indeed even consistent “across the board” – but added that, internally, Facebook does adhere to parameters to ensure that their advertising avoids being in any way intrusive – “there’s a team,” she said, “that makes sure we don’t get creepy.”
Elsewhere in the fascinating presentation, chair Colin Dixon made the salient observation that social TV, sometimes considered a failed experiment, looks much more like the future of TV marketing. Certainly Facebook and Sky would seem likely corroborate this, given their close, wide ranging, and (on this showing) wildly successful collaboration.
For more detail on how Facebook and Sky partnered – driving engagement and viewership to unprecedented heights – see the video below, premiered on IP&TV New a couple of weeks ago.