5 Takeaways from Facebook’s Agency Expo
Emily Ann Brown | VP, Media Strategy

Last week I had the pleasure of attending the first Facebook Agency Expo in North America. Like many of the other agency professionals I spoke to at the Expo, I went into it cautiously optimistic but was pleased to leave with lots of helpful information and new ideas to bring back to our clients.

Facebook is rolling out a Marketing Partners Program to further solidify its relationships with all agencies, not just the big ones, that use their products. After more than a decade of working with Facebook, it was nice to finally see the love being spread to those of us who do a lot of innovative work with these platforms.

Here are five highlights that I took away from the Expo:

  1. Facebook is taking steps to simplify its ad activation process so agencies can spend more time thinking strategically than activating and monitoring campaigns. As someone who has worked with this platform since it first started its ads offering, this is a huge step forward. It’s been a long time coming and many of the new features are doing just that.
  2. Facebook is in love with the phrase “Best Practice”—they say it about 10-20 time per 30-minute session. My thoughts on this? Make your own best practices. Test what’s recommended, but don’t be afraid to deviate if it’s in your brand’s best interest.
  3. Facebook is actively helping agencies sell their products by providing case studies, insights and best practices online.
  4. Dynamic Creative Optimization” (DCO) was not used a single time throughout the Expo. When I asked about this, they said they are no longer pushing that feature. Creative teams rejoice!
  5. Business Manager is going to be the key to keeping agencies and brands in sync and in full control of all Facebook-related products.

I don’t know if I’ll ever get used to a media platform telling me as a buyer how to best use their offerings (and give them money), but I certainly appreciate the strides Facebook has made to foster two-way communication between themselves and agencies.

Emily Ann Brown

Emily Ann Brown is the VP of Media Strategy at Elasticity. She oversees all media strategy, buying, and optimization on behalf of our clients. With over a decade of media planning and buying experience, Emily Ann is passionate about creating media buying strategies that really connect and resonate with target audiences. Emily Ann has a wealth of experience in media buying and planning from her previous work with clients including Charter Communications, the Regional Arts Commission of St. Louis, Bush’s Baked Beans, Missouri Wine, Fireball Whisky and the State of Missouri. She is a board member of 314 Digital, St. Louis’ IMA organization, where she frequently moderates panel discussions on innovations in digital media. She began her career in national broadcast buying at Empower Media Marketing in Cincinnati, Ohio and expanded her skills in multi-channel media strategy and planning at True Media. She earned a Bachelor’s in Journalism in Strategic Communication from the University of Missouri School of Journalism.

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