If there’s one thing the 2022 midterm cycle should make clear to digital advertisers, it’s that there’s more to life than Facebook. Cat Stern, director of Digital Persuasion at Authentic, said finding a comfort level with alternatives will be important for the health of digital programs this year.
“I know political advertisers rely a lot on this platform for a lot of different reasons, but I think it’s been proven time and again that we kind of can’t always do that given the targeting changes or new ad bans,” Stern said in an interview with C&E.
With the uncertainty around the platform, building out a comprehensive plan to fully deploy the other digital ad options at your disposal is a must, especially if Facebook ends up being taken off the table again for campaigns later this year.
“Programmatic, running ads on DSPs, connected TV — obviously a great option for persuasion. Audio I think is also underrated,” Stern said. “A lot of that inventory is non-skip, which is great for persuasion.”
And if your audience skews younger, don’t forget about Snapchat: “We’ve definitely seen a lot of success [on Snapchat] and their CPMs are super low — sometimes like four to six dollars, which in comparison to Facebook is pretty significantly lower,” said Stern.
Watch the full interview with Stern above for tips on tracking the performance of digital persuasion efforts and creating cohesion between your organic and paid content.