Posts Tagged ‘Open Graph’

Amid the constant barrage of last week’s industry news, there were two particular announcements that stood out from the rest. Both were creative related (albeit one is actually more of a social graph story). For the first time in a while, I was excited about some new creative potential, something that the industry needs really badly.

Richer Rich Media Units

For the first time in a very long time, a new rich media player is on the road to  approval among major publishers. In some ways Pictela is no different than what exists today, and in other ways is a breath of fresh air. Their position statement is that “Pictela seamlessly distributes high definition brand content across online advertising, publishing and social media”. While intriguing that the units can run hi-def content, the ability for a consumer to discern the difference is marginal. The in-page units provide a multimedia catalog-like experience. Of course social sharing options are built into the platform (is there any other way at this point?) I do like the fact that Facebook has approved Pictela units to appear as is in the newsfeed. The units also provide the ability to deliver dynamic content based on geography and demographics, although I have yet to do my due diligence on the technology, and am unsure at this point how comprehensive that dynamic content delivery really is. I also do not know whether or not third party tracking tags can be embedded, but we’ll make the leap of faith that they can be, otherwise they will limit the opportunity to work with agencies at scale.  All in all, it is nice to see a new kid on the block.

Facebook Open Graph Coming to an Ad Near You

MediaMind (formerly EyeBlaster) is running a campaign for Mountain Dew that incorporates the Facebook “Like” button in the ad units, a first for the industry. This sets the stage for advertisers to consider incorporating the open graph, which goes beyond the Like button, into ad units. Expect this to become a very common addition to rich media units in the not-to-distant future. The Like button, and other open graph functionality, is already fairly ubiquitous across the web, but within an ad unit as a primary or secondary call to action, it extends the ability to recruit brand advocates even further. Of course the bigger strategy for the brands is how to engage consumers and make the most of these new direct [social] relationships. Adding the Like button to ad creatives opens up one more pathway to the initial connection.

Media + Creative

As a career media strategist, it’s been bittersweet to watch the industry’s focus shift so much towards media dynamics. Of course, we should focus on how to better identify and reach consumers, and understand their relationships with the media. Heck, my career has been based on that. However, great media strategy, planning and execution is only as strong as the creative that runs. With the increased shift to data-based audience buying, media trading desks and automation of workflow and optimization, the creative conversation is rarely given its day in the sun anymore. Lest we not forget that one in nothing without the other.

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With the announcement of the Open Graph, Facebook has once again provided an evolutionary leap for the entire industry. Publishers, brands and consumers alike will benefit from “a smarter, personalized web that gets better with every action taken”, as concisely described by Mark Zuckerberg at yesterday’s F8 conference.  With Facebook’s critical mass (nearly 500 million members as of today), the Open Graph is poised to become the most powerful move the company has made so far – if successful it will revolutionize the web as we know it and propel Facebook into a position to compete with Google for the throne of dominance.

The Open Graph – We Like

Facebook is already fairly ubiquitous among consumers. Facebook Connect has extended that ubiquity to sites outside of Facebook, but the process for consumers, publishers and marketers was not seamless. While successful, Connect was not the technology that extended the social experience of Facebook to the entire web. But that is exactly what the Open Graph will do. Facebook has simplified the process of implementing the code for developers and for sharing and connecting with content and brands for consumers. It is truly a win-win-win. One line of code (an iFrame for those who care), will enable publishers to include a “Like” button, which will facilitate social actions anywhere on the web. As long as you are logged into Facebook, your cookie will allow your social graph to augment the experience on any site with the code. Bret Taylor said it best during F8  yesterday that “Lowering the friction of sharing will increase the volume of sharing”.

Vaults of Data

Facebook already sits on a data goldmine, but these vaults will become far deeper with wider ranging application as the Open Graph further connects social graphs of individuals, brands and publishers around the web. For now the targeting opportunities resulting from the additional data will be limited, most likely providing marketers the opportunity to target interests “liked” for the time being. But the potential of the data applications are profound – think Minority Report-like, as mobile and geo-location converge on the Open Graph.

Privacy

Inevitably there will be some privacy backlash, as all forms of behavioral data applications are under severe scrutiny by the FTC and advocacy groups. Of course Facebook thought about this too – and they will be rolling out a new simplistic privacy panel where you can opt out of the Open Graph. Ultimately there will be collection of an amount of non-personally identifiable data at a scale that we have never witnessed before, and the proximity and ability to connect it to personally identifiable information will most likely become the issue at hand. But the benefit of the Open Graph adding significant value to the overall consumer experience, and the affinity with Facebook as a trusted brand powering the collection, storage and usage of the data will trump any privacy backlash. Make no doubt about it – there will be some backlash – there always is – but we will get past it rather quickly. The social web is here in a big way, and our lives have been changed forever – and soon everyone will realize it.

A Monumental Day

For marketers, in the short term this turning point will make it exponentially easier to turn fans into advocates, identify new prospective customers, and drive peer influence through the coveted Facebook newsfeed. In the long term, the potential is far wider reaching and as mobile and geo-location (Facebook is launching their own geo-location service as well) converge with the Open Graph, this may be the catalyst that soon connects the online and offline world. It is truly a monumental day.

You can see the F8 conference videos here.

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