There was a great disturbance, as if millions of voices cried out in terror, and were suddenly silenced. I fear something terrible has happened. And it did, a day-long global outage on Facebook has occurred.
The disruptive outage is not the first and it certainly will not be the last that will trigger a marketer’s worst fear. Multiple outages in a year makes the fear more real than it should be, for the reliance on Facebook’s wide audience network is both the boon and bane of every marketer out there.
This brings up the question of what marketers should do during this catastrophic event. It’s not an exaggeration, especially when brands and agencies are in the midst of running a campaign and lose out both valuable audience engagement and insights during the outage.
Instead of hoping for the best and leaving your precious marketing spend in Facebook’s hands while they fixed the outage, marketers need to find alternatives and build a solid level of redundancy in their campaigns for such a situation. Two words come to mind: risk mitigation.
Speed is of the essence, which brings up the importance of being able to monitor and adjust ongoing campaigns in real-time.
With a real-time system in place, marketers can adjust their campaign to effectively remove any dreaded downtime from an outage. More importantly, keeping the campaign going is crucial to building valuable insights for continual optimisation.
The Hub’s recently introduced Live View feature tackles that very situation, providing an almost instantaneous view of a high volume of campaigns.
Being able to react in real-time, however, is just a part of your campaign’s backup plan. Facebook’s outage has proven that a campaign’s sole reliance on the platform puts too many eggs in that particular basket.
This, however, is changing. Retail marketers are moving their ad spend to alternative media platforms, one of which is Amazon.
A recent study has shown that 14% of digital ad spend dollars have shifted to Amazon. Of that spend, 29% are moving away from Google, with another 34% leaving Facebook and/or Instagram.
The signs are clear – relying less on traditional digital media giants and gaining access to multiple platforms as a backup should always be a marketer’s top priority.
The Hub has that covered with its seamless integration of various ad platforms, which includes Zemanta (Outbrain), MediaMath, Google Ads, AppNexus and Amobee as some of the viable alternatives.
What’s more, The Hub provides a seamless single view of a multi-platform campaign. This gives you a clear and concise snapshot of how the campaign is running, providing you with valuable insights to compare performance across various platforms for further optimisation.
Like all good marketers, picking up the pieces is a crucial part of your campaign management. Knowing how the outage has affected your ongoing campaign and being able to restore its performance can get your campaign back on its feet.
The Hub’s true potential lies in its ability to manage and analyse a multi-platform campaign under a single view. In doing so, you get a good overview of how your campaign has adjusted due to an outage, giving you valuable insights towards the campaign’s performance before, during and after the outage.
The idea behind an agnostic system is always about not relying on a single platform, leaving your campaign exposed to unexpected downtime.
The Hub, being a nimble and fully integrated solution, can and will ensure your campaign stays uninterrupted in the face of a future, unexpected Facebook outage.
Dominic Powers is the Chief Executive Officer of CtrlShift.
Liked what you just read? Schedule a demo to find out more about The Hub, CtrlShift’s one-of-a-kind enterprise programmatic advertising platform for unified media planning, activation and insights. It aggregates platforms (social, search, RTB, native) to streamline digital media management and help brands and agencies achieve more.