Now Your Ad Dollars Mean More
As we near the midway point of 2020, it’s safe to say we’re living in a different reality than anyone could have predicted at the start of the new decade. Between a global pandemic and a long-overdue reckoning over racial injustice, the rulebook no longer exists. Seemingly overnight, we’ve changed the way we work, what we’re eating, what we’re reading and everything in between.
But one thing that hasn’t changed is Grisko’s commitment to helping clients make choices that are in line with our shared values and also meet their business goals. While we’ve been listening, we’ve learned these decisions aren’t always easy and usually require sacrifice.
For many of our clients, Facebook advertising has consistently been one of the most cost-effective mediums to reach a hyper-targeted and relevant audience, efficiently amassing impressions and generating leads. But as the company finds itself in a familiar position in the crosshairs of freedom of speech and hate speech, it’s forcing many brands and agencies to reconsider their marketing strategies.
A coalition of civil rights groups, including the NAACP and ADL, is calling on advertisers large and small to pull their ads on the platform throughout July. Among other changes, they’re pushing for Facebook to provide more support for those who are targets of hate online and to “stop hate for profit” by generating revenue from ads that spread misinformation.
Will this latest call to action incite real change at the company? Only time will tell, but for a company whose revenue is 99% advertising sales, there’s no doubt they’re at least listening. In fact, just yesterday, the company, often criticized for its reluctance to remove incendiary language from the president, removed an ad from the president’s reelection campaign for violating its policies against organized hate.
All industries, including advertising, are coming to terms with how to survive and even thrive at this complex history. As we saw when companies shifted entire ad strategies in mere days in response to COVID-19, change is possible. I’m optimistic the future will be more inclusive and socially responsible.