Tag

facebook ads

Browsing

A bi-weekly summary of the most exciting recent news in marketing technology and trends. If you’re trying to keep up, consider this your one-stop shop.

  • Facebook says 3 million advertisers are now using its new Stories format on the Facebook, Messenger and WhatsApp platforms. Some 500 million post Stories daily and the format won the largest portion of year-over-year ad impressions growth during the first quarter of this year, according to Facebook’s Q1 results as reported by CNBC.

 

  • Brands may have a significant opportunity to increase their reach to consumers on social media when users unlock their cell phones, according to a new study by Verto Analytics. The study found that messaging and social media apps trigger more than 100 unlocks per user per month. The study also found that approximately 16% of Facebook usage on cell phones happens when the social media app is relaunched when the mobile phone is unlocked.

 

  • Facebook’s user base continues to grow in spite of the social media platform’s legal and privacy problems with regulators. The Facebook, Messenger, Instagram, and WhatsApp platforms have 2.7 billion monthly users worldwide and 2.1 billion open one of the apps everyday, according to reporting by Tech Crunch. Facebook grew its user base in Europe by 4 million during Q1 of this year.

 

  • More than 40% marketers surveyed by the Interactive Advertising Bureau and Winterberry Group said predictive modeling and segmentation will be their main focus this year. AI is increasingly being used by brands to arrive at more lucrative market segmentation from data gathering. More than half of those surveyed also expressed concern about the impact increased regulation may have on their data gathering and analysis capabilities, as reported by Emarketer.

 

  • Officials in Great Britain are recommending increased regulation of internet content that could result in individual liability for executives of large internet platforms like Google and Facebook, according to reporting by The New York Times. Prime Minister Teresa May was quoted by the Times as saying “for too long these companies have not done enough to protect users, especially children and young people, from harmful content.”

 

  • More images may mean higher SEO rankings by Google, according to research by seoClarity as reported by Media Post. The research found images were appearing more frequently in the top search results. Researchers said SEO optimization strategies need to take account of search engine users’ preference for images over text, as keywords used used in searches contain images more than one third of the time.

 

  • The online shopping application Dote has attracted $12 million in new funding and will offer online shopping parties to users that seek to replace the experience of going to the mall with friends. The application allows shoppers to make purchases on the Dote app from a range of retailers and includes recommendations from social media influencers, according to reporting by Tech Crunch.

A bi-weekly summary of the most exciting recent news in marketing technology and trends. If you’re trying to keep up, consider this your one-stop shop.

  • Facebook is eliminating the “relevance score” on its advertising platform and replacing it with new metrics designed to give advertisers a sharper view of how their messages are performing. As reported by ClickZ, the new metrics replacing the relevance score are “quality ranking,” “conversion rate ranking,” and an “engagement rate” ranking. Ad effectiveness ranking on Facebook will also now be limited to the audience that has seen an ad in the past 30 days.

 

  • Brands are giving influencer marketing very high rankings in Linqia’s “The State of Influencer Marketing 2018” report. More than 80-percent  said they used influencer marketing in 2017. Some 44-percent of brands reported they plan to leverage influencer content on other digital channels, and 51-percent said that influencer content “outperforms” brand-created content. Instagram topped all social media platforms in the survey, with 92-percent of brands saying it is “the most important social network for influencer marketing in 2018.” Facebook followed at 77-percent.

 

  • Users of Instagram can now make purchases without leaving the social media application. More than 20 brands have joined the service called “Checkout with Instagram,” as reported by ClickZ. The new feature is aimed at reducing the number of shoppers that abandon their purchases because of the need to switch from Instagram to a brand’s own website.

 

  • Brands will no longer be able to target age groups, genders or zip codes when advertising housing and credit services and employment on Facebook. The social media platform has removed those categories following a successful lawsuit by organizations including the National Fair Housing Alliance and the Communications Workers of America. The use of Facebook’s “lookalike audience” tool will also be restricted for the same ad categories, according to ClickZ.

 

  • A recent study by Facebook, which owns Instagram, provides powerful data showing the importance Instagram now has for building brand awareness. Facebook, according to ClickZ, surveyed 21,000 Instagram users in 13 countries and found that more than 70-percent of users had positive impressions of brands they saw on the platform. Some 44-percent of users said they find out about brands for the first time on Instagram and 42-percent said they use Instagram to research brands.

 

  • Univision has chosen the Amobee platform to help advertisers plan and strategize their messaging on the Hispanic television network. Amobee’s technology will assist Univision across linear, social and digital platforms, so that the broadcaster can work with brands who want to use proprietary first-party data or custom target audiences to reach their preferred market segments, the broadcaster said in a recent release.

 

  • Taptica has now completed its acquisition of RhythmOne, making Taptica one of the leading independent video advertising companies in the U.S.

 

A bi-weekly summary of the most exciting recent news in marketing technology and trends. If you’re trying to keep up, consider this your one-stop shop.

  • A new study by Quintly examined 105 million Facebook posts that point to the most effective ways to reach customers on the platform. Link posts are the most popular with Facebook users. Not surprisingly, videos draw the most interactions, 65-percent more than images. Longer posts (more than 150 characters) are less popular than shorter posts. And according to the study, interactions are significantly greater (13-percent more) on weekends.

 

  • While nine out of ten marketing executives report using artificial intelligence to improve returns, 34-percent of executives surveyed by Business Insider Intelligence say they feel “unprepared” to use AI to its full potential. Companies could expect “bigger boosts in revenues,” if marketing executives had a greater understanding of AI, Sky Cassidy, CEO of Mountain Top Data, said in a release. Using AI to improve email results should be a top priority, according to Cassidy.

 

  • In-app digital advertising continues to grow exponentially, according to the latest PubMatic Quarterly Mobile Index report. In-app video spend jumped 200-percent per year in 2018. In-app impression volumes driven by header bidding technology increased by 300-percent, and server-side (S2S) header bidding offers publishers new ways to increase efficiency and competition. In-app advertising makes up the majority of mobile ad spend on the PubMatic platform.

 

  • Retail is poised to feel a big impact from AI in the coming years, according to new market analysis by UBS. But big data is not necessarily where the most opportunities lie, My Total Retail reports. So-called “small data” that pinpoints individuals’ purchasing preferences, experiences and goals, holds a key promise of increasing marketing returns, according to reporting by My Total Retail. Retailers should use AI in combination with voice assistants, chatbots and data analytics for best results in building and retaining customer loyalty.

 

  • The interactive content management platform Ceros has received $14M in Series B investment funding for its content animation services, according to reporting by ClickZ. Ceros was founded in London in 2012. It has offices in five countries and provides a total solution for content creators, including hosting, animation, access to assets and analytics.

 

  • Fastbase announced that it is now offering a Google Ads extension that tells advertisers the names, websites, addresses, phone numbers, contact and email information of businesses that click on Google Ads—and going back one year. The extension is available via Google Analytics.

 

  • Digital advertising spend is expected to outpace traditional advertising expenditures this year, according to forecasting by eMarketer. As reported by Tech Crunch, digital advertising will represent 54.2-percent of total ad spend in 2019 compared to traditional advertising’s 45.8-percent.

 

What: Facebook unveiled a new anonymous internet monitoring software tracking tool. It named it “Journeys.” It’s designed so brands can see where consumer interact with brand advertising and their paths to decision-making. As a result, we asked Andrea Lopez, head of the social media agency Socialyse in Miami, to evaluate this new tool for advertisers.
Why it matters: With Journeys, Facebook promises to make “the paths to conversion available in a single report.” Therefore, this new tool will help brands decide which devices consumers use and where they convert into buyers the most. Consequently, it provides insight for strategizing where to best place online advertising assets.

Facebook Unveils New Technology

Concerns about the privacy of users’ data are rocking Facebook’s world. They exploded in the wake of the Cambridge Analytica scandal. Data, after all, is central to Facebook’s business model. It’s also important to digital marketing at large.

Brands have a lot at stake in the effort to protect customer privacy. A single breach can destroy customer loyalty that takes years to earn.

At the recent F8 developer conference, Facebook unveiled new technology. It will give brands a powerful tool to see how customers interact with their Facebook pages, web assets containing the Facebook pixel, and Facebook SDK for apps.

As with all measurement, Facebook is sure to limit third-party access and clarity on the exact measurements, leaving us to question how much stock to put in this analysis.

The bottom line is new tracking technology that both brands—and customers—can love since it gives brands powerful insights into customers’ behavior without revealing customers’ identities.

Aptly named Journeys, the new technology is part of Facebook’s suite of analytics tools. They are available to advertisers on the Facebook platform.

Journeys lights up the path customers follow when interacting with a brand’s presence online. It reveals the multiple points customer touch online including at Facebook, on the web or a range of digital assets. Also, coverage includes apps and landing pages.

Internet Monitoring Software ‘No Magic Bullet’

“The new Facebook Journeys feature presents an interesting new opportunity in marketers’ ongoing mission to understand how a consumer interacts with a brand or product. It includes the various touchpoints involved in the path to driving towards an ultimate action,” says Andrea Lopez. She is head of the social media agency Socialyse.

But she warned against believing in any “magic bullet” especially one that could make advertisers’ jobs easier. Also, because she underscores the huge amount of information consumers are bombarded with as well as the devices available to them.

“As with all measurement, Facebook is sure to limit third-party access and clarity on the exact measurements. This leaves us to question how much stock to put in this analysis. It will be interesting to see how brands and marketers use this data. How much of it is applicable and useful versus interesting forms another consideration.”

With Journeys, Facebook promises to make “the paths to conversion available in a single report.

Brands will be able to see where customers began. Plus, they can see where customers ended up and the points in between as they moved through the process of making a purchasing decision. It will show how long customers spend on each asset and which channels they use.

“You can see omni-channel data and reporting, giving you a holistic view of the different interactions people have with your business before converting, making a purchase or subscribing,” Facebook explains on its analytics website.

Marketers dream of better placement of digital advertising assets resulting in increased conversions.

Moreover, the way Journeys protects customers’ data is likely to please consumers, too. That’s because Journey aggregates customer data. It does so anonymously to build its reports so individual data on consumers is not revealed.

Video took off last year and in 2017 is expected to be used as a content platform that drives customer campaigns, content and even product sales through videos presented on different platforms. That is why Facebook does not want to stay behind, and is taking an active role in video advertising.

By Pedro Labarta. Translated by Candice Carmel
Facebook intends to make videos a core part of its business, and has set forth plans to monetize them more aggressively this year. Profits will be shared with content producers, in the same way it currently does with YouTube.

images-1Instagram will not be far behind, and will also feature more ads on videos published on its platform, which means there will be a radical change in how ads are presented on Instagram.

 It would be the first time that Facebook allows video creators to share revenues from their content on the social network. 

Facebook CEO Mark Zuckerberg wants to adapt to today’s changes and not be left behind in a constantly changing world. For that reason, the social network will be betting even more on video and on those who record, edit and upload such content.

Subscribe to Portada Video Marketing Updates!

Facebook is testing ads in half of its posted videos, which will allow video producers to insert advertising as soon as the ad has been viewed for at least 20 seconds. The revenue from these ads will be shared between Facebook and content producers, who would keep 55% of the total ad sales.

Facebook intends to make videos a core part of its business, and has set forth plans to monetize them more aggressively this year.

Not only is this percentage (55%) very high compared to YouTube, but it would also be the first time that Facebook allows video creators to profit from their posts on the social network, something that has not been possible until now.

This new policy will also affect Instagram, Facebook’s sister platform, which has also bet high on video over the last two years. Instagram will likely be testing this new feature in videos uploaded by users in stories.

What: Facebook is planning to close its ad exchange FBX which allows advertisers to buy desktop ads.
Why it matters: The move is said to be part of Facebook’s shift to mobile now that mobile has become its’ main source of traffic and revenue.

descargaSocial networking giant Facebook is reportedly planning to close its ad exchange FBX that allows advertisers to buy desktop ads.

The move is part of Facebook’s shift to mobile.The social network has also started selling video ads via its Audience Network platform

Sources from Facebook suggested that the exchange product would be shuttered by November. The ad inventory available through the FBX product was limited to space desktop computers, such as display ads that appear along the right side of Facebook’s home page. FBX did not feature mobile or video ads. And mobile now makes up the bulk of Facebook’s traffic and revenue.

Facebook launched FBX in 2012. Ad tech companies such as Criteo, DataXu, MediaMath and AppNexus have been buying ads on behalf of marketers through the ad exchange over the past few years. Third party vendors can still purchase ads on Facebook through the company’s “application programming interface.”

“Mobile is now a necessary component of effective marketing campaigns, and Facebook is helping millions of businesses understand their customers’ purchase path across devices,” said Matt Idema, vice president of monetization product marketing at Facebook . “Dynamic Ads and Custom Audiences have mobile at their core and are delivering excellent results for businesses, so Facebook Exchange spending has shifted towards those solutions,” he added.

Join us at PORTADA Mexico!

 

Facebook has emerged as a powerful platform for advertising, particularly because of video’s ability to transmit beautiful, immersive messages to targeted audiences. But what happens when certain audiences, like much of Latin America, don’t have access to the bandwidth or devices to stream those videos?

Facebook released the Slideshow in October 2014. We covered the launch in a feature article, but we were interested to learn more about how did this development figures into Facebook’s plans for Latin America in 2016.

marcela Pan-Latam Business & Partner Marketing Manager Marcela Tonello says that the main appeal of combining a low-bandwidth solution like the Slideshow with a platform like Facebook is that it works perfectly in all sectors and verticals. And as advertisers have already discovered, Facebook offers one of the best ways to target ads to certain audiences, assuring that the message reaches the people that generate results. The more specific that advertisers can be in targeting their messages, the more valuable the platform is, and in that sense, almost nobody has Facebook beat.

With the right targeting, focused on bandwidth, device, geography and demographic [the Slideshow] can help deliver the right message to the right person at the right moment.

While creating an effective Facebook ad requires that advertisers invest time in customizing their ads for the right targets, the payoff is significant, Tonello says. “It’s important to say that advertisers will maximize return from investing in slideshow ads when they combine the tool with intelligence on targeting. With the right targeting, focused on bandwidth, device, geography and demographic [the Slideshow] can help deliver the right message to the right person at the right moment,” Tonello explains.

Facebook has invested great effort in creating solutions for different needs. Those targeting audiences with strong connectivity and mid/high-end devices will find that the Video format is best, while those who want to offer users a choice in how to interact with the brand while highlighting different creative assets can use Carrousel, which allows multiple images and links in one ad. The Slideshow brings even more versatility to Facebook ads by creating an option that works with low connectivity or low-end devices, and offers advertisers with smaller budgets a platform for motion messages that does not cost as much as a video production.

Tonello believes the impact of the Slideshow will be significant for advertisers targeting Latin America, “since infrastructure and quality of the devices are a barrier for video consumption in some specific regions or audiences.” What’s more, nothing is more effective then reaching people organically through the newsfeed they check multiple times a day. The Slideshow allows advertisers to “reach people organically through their newsfeed with a beautiful, immersive message,” says Tonello.

While on the topic of ad-tech, we were curious to learn more about the Facebook DSP, and whether it would be introduced in Latin America in the near future. Tonello was mum on the subject, saying that for the moment, Facebook was “still working on ways to bring our advertising tech business to Latin America clients’ but that the company is “committed to continue looking for ways to make Facebook a cutting-edge option for advertisers in Latin America.”

What? Facebook is putting the feed in motion for the first time with the auto-play videos.
Why it matters?The feature is currently rolling  out to everyone on iOS and Android, and a design for the web its being finished too by facebook .

Facebook is putting the feed in motion for the first time with the auto-play videos.

The company confirmed “we’re continuing a wider rollout of in-line video on web”. Once this rollout is complete, the stage will be set for the introduction of more flashy video ads.

Auto-play allows uploading videos directly to Facebook and videos shared from Instagram to play as soon as one scroll over them. The videos will keep playing even if one scroll around, though they stay silent unless one click/tap them, in which case the audio plays.

The videos don’t loop, and other external videos such as Youtube that appear in the feed as link’s previews don’t play automatically at all, giving Facebook-hosted videos an advantage.

The feature was previously tested on the web with a small group of users in September. It’s currently rolling it out to everyone on iOS and Android, and a design for the web its being finished by facebook . One can see how an auto-play video looks like in action in the screen below, courtesy of Jeff Widman from Unified.

Auto-play could give Facebook-owned Instagram’s video feature a boost. Auto-play assures people who are likely to shares videos, to get seen.

What about GIFs? Ads? And the Facebook channel?

Facebook might start allowing animated GIFs once auto-play video is available to everyone.

Facebook had in the past GIF support built for a while but hesitated to roll it out. The company may have been worried that GIFs would overrun the feed.

After viewing of individual videos improvement, Facebook may renovate its mobile video capture and sharing tools. It might provide a better way to discover and watch multiple videos.

Once auto-play video is available to everyone across devices, Facebook may introduce auto-play video ads. This would be an advantage to marketers if the price is right, because it will let them communicate with customers in other ways besides photos and text. Advertisers might find other purpose to the ads they shoot for television to fit Facebook, and spend from TV could shift Facebook’s commercials.Users may not like to be shown ads altogether.

Regardless the format, Facebook will have to balance the frequency video ads are shown.

Content Consumption at high Speed

To combine the richness of TV with reading efficiency might be the goal of Facebook video. If Facebook can make auto-play video a natural part of the feed, it may discover a new level of expertise in the consuming the world.

Source: Techcrunch

What? Facebook is putting the feed in motion for the first time with the auto-play videos.
Why it matters?The feature is currently rolling  out to everyone on iOS and Android, and a design for the web its being finished too by facebook .

Facebook is putting the feed in motion for the first time with the auto-play videos.

The company confirmed “we’re continuing a wider rollout of in-line video on web”. Once this rollout is complete, the stage will be set for the introduction of more flashy video ads.

Auto-play allows uploading videos directly to Facebook and videos shared from Instagram to play as soon as one scroll over them. The videos will keep playing even if one scroll around, though they stay silent unless one click/tap them, in which case the audio plays.

The videos don’t loop, and other external videos such as Youtube that appear in the feed as link’s previews don’t play automatically at all, giving Facebook-hosted videos an advantage.

The feature was previously tested on the web with a small group of users in September. It’s currently rolling it out to everyone on iOS and Android, and a design for the web its being finished by facebook . One can see how an auto-play video looks like in action in the screen below, courtesy of Jeff Widman from Unified.

Auto-play could give Facebook-owned Instagram’s video feature a boost. Auto-play assures people who are likely to shares videos, to get seen.

What about GIFs? Ads? And the Facebook channel?

Facebook might start allowing animated GIFs once auto-play video is available to everyone.

Facebook had in the past GIF support built for a while but hesitated to roll it out. The company may have been worried that GIFs would overrun the feed.

After viewing of individual videos improvement, Facebook may renovate its mobile video capture and sharing tools. It might provide a better way to discover and watch multiple videos.

Once auto-play video is available to everyone across devices, Facebook may introduce auto-play video ads. This would be an advantage to marketers if the price is right, because it will let them communicate with customers in other ways besides photos and text. Advertisers might find other purpose to the ads they shoot for television to fit Facebook, and spend from TV could shift Facebook’s commercials.Users may not like to be shown ads altogether.

Regardless the format, Facebook will have to balance the frequency video ads are shown.

Content Consumption at high Speed

To combine the richness of TV with reading efficiency might be the goal of Facebook video. If Facebook can make auto-play video a natural part of the feed, it may discover a new level of expertise in the consuming the world.

Source: Techcrunch

What? AdParlor,  Adknowledge’s social media platform, will now extend its work to  Twitter, as a new API partner. Why it matters: AdParlor has worked with Facebook solely until now.

Photo: Esther Vargas. Under Creative Commons License
Photo: Esther Vargas. Under Creative Commons License

AdParlor has been named  a Twitter Ads API partner, besides Facebook Strategic Preferred Marketing Developer (sPMD).

“We’re pleased to announce this addition to our portfolio of social media solutions,” said AdParlor General Manager Mladen Raickovic.

“As we expand both our product features and global presence, we continue to deliver measurable results for our clients and provide the industry’s most advanced features, technology and superior client service.”

With the addition of Twitter, we’re one step closer to becoming the social platform for the next generation of brands and marketers on a global scale – Raickovic

“Twitter users send a half-billion Tweets per day—that’s a lot of data and engagement opportunity for brands,” said Adknowledge CEO Ben Legg. “We look forward to digging into all that data, and then doing what we do best: deliver optimized digital advertising.”

AdParlor plans to introduce products specifically for Twitter that differ from what it does on Facebook. As such, it has already grown its staff by 25% over the past year, though it declined to provide a specific number of employees.

Adknowledge has been an active acquirer since its founding nine years ago. It bought AdParlor two years ago, and made its 10th acquisition (of SocialWeekend Labs) back in April, according to AdExchanger.

What? AdParlor,  Adknowledge’s social media platform, will now extend its work to  Twitter, as a new API partner. Why it matters: AdParlor has worked with Facebook solely until now.

Photo: Esther Vargas. Under Creative Commons License
Photo: Esther Vargas. Under Creative Commons License

AdParlor has been named  a Twitter Ads API partner, besides Facebook Strategic Preferred Marketing Developer (sPMD).

“We’re pleased to announce this addition to our portfolio of social media solutions,” said AdParlor General Manager Mladen Raickovic.

“As we expand both our product features and global presence, we continue to deliver measurable results for our clients and provide the industry’s most advanced features, technology and superior client service.”

With the addition of Twitter, we’re one step closer to becoming the social platform for the next generation of brands and marketers on a global scale – Raickovic

“Twitter users send a half-billion Tweets per day—that’s a lot of data and engagement opportunity for brands,” said Adknowledge CEO Ben Legg. “We look forward to digging into all that data, and then doing what we do best: deliver optimized digital advertising.”

AdParlor plans to introduce products specifically for Twitter that differ from what it does on Facebook. As such, it has already grown its staff by 25% over the past year, though it declined to provide a specific number of employees.

Adknowledge has been an active acquirer since its founding nine years ago. It bought AdParlor two years ago, and made its 10th acquisition (of SocialWeekend Labs) back in April, according to AdExchanger.