'The biggest conversation I'm having': Media buyers say advertisers are actively pushing to …

December 14, 2020 by Kristina Monllos For years, direct-to-consumer brands have been aware that they’re too reliant on Facebook, but reluctant to truly diversify their media mix as the platform has been critical in helping them hit their goals. That’s started to change this year, according to media buyers, who say conversations about diversification accelerated in mid-to-late 2020 with marketers asking to move ad dollars from Facebook to platforms like Snapchat, TikTok and Pinterest as well as streaming video platforms like Hulu.  “Diversification away from Facebook is the biggest conversation I’m having,” said Jeromy Sonne, managing director of Moonshine Marketing. “While it’s still the biggest and everyone will still use it, brands no longer trust it enough to go all in on Facebook.”  Reasons vary as to why marketers are changing their tune. One major factor is cost, according to buyers, who say that CPMs on Facebook have been between $14-$17 in recent months compared to between $3-$5 on Snapchat or TikTok. Another big problem, according to buyers, has been inconsistency with the backend with Facebook’s Ads Manager breaking or not working on multiple occasions as well as accounts erroneously banned at random.  “This summer, with Facebook Ads Manager being…
Read More