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Ultimately this should hurt Facebook if advertisers are tracking ROI they may just stop campaigns and go into other channels entirely.

• briandear 9y ago
  One would think, but I think big brands don’t care. They are after “awareness” and not actual conversions. It’s like TV, how does one measure the ROI on a national Coca Cola ad? (I actually don’t know.)
  • quickthrower 9y ago
    In that case the Instagram ads may be delivering some value!
  • nocoder 9y ago
    What you seem to be saying is that Instagram is a good brand building platform over the longer-term vs platform to generate leads and transactions over the short term. Unless, there is a study to prove that I am not too sure. I usually find media agencies and platforms make this argument when they cannot justify the RoI of their platform in a direct and measurable sense. It is much like how Google tries to prove effectiveness of its display ads using a fuzzy metric called view-through impressions. On the coke bit, coke actually does measure the RoI on its TV using a mix of brand track studies and marketing mix modelling. I know this because I have worked with agencies that Coca-Cola engages to do both and is really scientific and serious about it.