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Intelligence Briefs

'Underlying arrogance': media buyers frustrated with Facebook, Google

Paul McIntyre
Executive Editor

12 August 2019 2min read

Media buyers say they're becoming increasingly frustrated with ad reps from Google and Facebook, as Twitter and Snap become more proactive in market (Digiday).

 

Key points

  • Facebook and Google have a reputation for being slow to respond and when they do, the advice is often worthless
  • Buyers say it hasn't affected where they spend yet but it's made their jobs more difficult
  • Buyers say their relationships with Facebook and Google have become worse, especially when compared to improvements from Twitter and Snap
  • "Unfortunately, we're stuck with [Facebook]. The ads do still perform well, but that's down to the experience of my team and their ability to take insights from testing rather than Facebook trying to upskill their customers," says marketing strategist Lauren Fabianski.  

 

My Takeout

The Brits frustration with the advertising duopoly is similar here although few in Australia will say it publicly - yet. Facebook has 7 million advertisers on its platform and it behaves that way. Some local media agencies have talked in private for several years about their frustrations of dealing with two big tech giants. There may be some signs of a more user-friendly Facebook and Google in Australia, primarily because the regulator's eyes are on them. The deals Facebook has done to pay Australian media companies for content in recent weeks is a classic example of good behaviour when the cop is watching. Anecdotally, Facebook cops more flak in the Australian market than Google, although Facebook has the big guns on-side with its client council initiative here, which includes some big-name marketers and agency types.        
Market Voice

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Guy Burbidge, Managing Director

Val Morgan Cinema

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Why media company activism is risky but crucial in driving culture change for Australian women

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Brendon Hill

CEO - Bauer Media