Facebook: Will Content Replace Ads?
Facebook on Thursday said the company intends to acquire Microsoft's ad serving platform Atlas. In a statement on Microsoft's blog detailing the reasons behind the sale, Tom Phillips, senior director of communications, Microsoft Advertising, explains how Microsoft doesn't believe digital advertising has lived up to its promise.
"Consumers really don't want ads per se--they want digital content and experiences that enhance what they’re doing, whether that comes from brands, publishers or peers," Phillips wrote. "For us to deliver on these consumer needs and help marketers do the same, we need to be precise in how we’re investing our resources."
Consumers find that content, which Phillips writes about, on Facebook in the information people share across and from the social network. In an interview Wednesday with John SanGiovanni, the co-founder and VP of product design at Zumobi, explains how content on mobile provides a more successful experience for brands. He points to a recent Chevy campaign on mobile, where the content becomes the branding tool, rather than a banner advertisement.