The Complexities of Social Media Ad Campaigns
Social media is taking the top position as the lead marketing campaign platform for advertisers, with more than 60% of all advertisers planning to increase Instagram budgets in the coming years. Social media ad spending exceeded $44 billion in the U.S. alone in 2021, and over 40% of organizations touted Facebook as their highest ROI in terms of social media advertising efforts.
Advertising through social media platforms is effective, but the nuances of running campaigns on multiple platforms present various challenges. Complex requirements for video file renditions, particularly with TikTok, only end up adding to file management errors that already plague teams, such as lost assets and downstream data fidelity issues. Further, most digital platforms require files to be in different formats when working across channels, leading to increased downstream data fidelity issues that stem from improper file naming, cataloging, and inconsistent metadata nomenclature.
Data Fidelity Errors Lead to a Multitude of Downstream Issues
Between the proliferation of digital advertising destinations and the unavoidable occurrence of human error, the industry must find new ways to increase data fidelity and better manage assets. Errors often go unnoticed by advertising teams, leading to multiple data fidelity issues and various digital asset management blunders. Simply put, having accurately named files and consistent nomenclature for metadata will increase efficiency and minimize errors by huge margins - reducing unnecessary overspending and providing more accurate campaign performance tracking. Here's a brief recap of the key factors that lead to downstream complications: