Anyone scrolling quick videos of people making elaborate kinds of spaghetti or sharing dating horror stories may not be in the mood to click on an ad suggesting they buy a new pair of jeans. That’s at least what ad executives are saying about Meta Platforms’ efforts to sell ads on Reels, the Facebook owner’s answer to TikTok.
A year after Meta began selling ads on Reels, the company is struggling to convince marketers that advertising on the TikTok rival can drive new business, ad executives say. Marketers typically view Meta’s properties as venues to run ads designed to persuade people to do something, like buy a product or download an app, whereas quick video ads that run on Reels are better to promote a brand.
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