Facebook’s move to give developers more access to users’ content with a new API creates opportunities for brands, according to some senior ad execs. However they say the burden will be on marketers to create experiences people want to spend time with.
“Ultimately, this provides brand marketers and media companies many more tools to build engaging experiences for users,” Michael Lazerow, CEO of branded app developer Buddy Media, said in a statement.
Another app developer exec, LivingSocial.com CEO Tim O’Shaugnessy, echoed that sentiment but added this caveat for advertisers: “You need to create a compelling experience.”
