For several months, Facebook has struggled to develop advertising products that deliver real impact for brands. Advertisers have noticed: They’re increasingly open about the disappointment they feel in the platform’s ability to serve their needs.
But Facebook’s real value for brands isn’t what most marketers think it is. After years of measuring the effectiveness of Facebook advertising for brands, the Communicus team has ample research into what works and what doesn’t. Now, in her monthly column for The Drum, Communicus CEO Jeri Smith shares hard-won insights into how marketers can get the biggest return on their Facebook media buys.
