Insight into Brand Conversations on Facebook

Image source: Techcrunch.com
Image source: Techcrunch.com

Facebook’s ability to provide a mass amount of first-party data is unmatched, and therefore it’s been one of the most powerful tools for marketers in recent years.

Now, Facebook’s opening up it’s vault of data even further, granting access to “topic data” that allows marketers to see what people are saying about their brand on Facebook. This could prove to be an incredible tool for marketers to listen in and gather real-time, uninhibited feedback on their brands, services and relevant subjects without a formal survey.

“We’ve grouped data and stripped personal information from Facebook activity (not including Messenger) to offer insights on all the activity around a topic. That means marketers get a holistic and actionable view of their audience for the first time.” Facebook wrote in a blog post announcing the new feature. Facebook is partnering with data company DataSift to help turn the data into relevant insights for marketers.

Facebook provided several examples of how topic data could be used:

  • “A business selling a hair de-frizzing product can see demographics on the people talking about humidity’s effects on their hair to better understand their target audience.
  • A fashion retailer can see the clothing items its target audience is talking about to decide which products to stock.
  • A brand can see how people are talking about their brand or industry to measure brand sentiment.”

The feature is initially available to a limited number of DataSift’s partners in the US and UK. And unfortunately, the data can’t be used for ad targeting (yet). It would be incredibly powerful for marketers to be able to target their ads to individuals who are already discussing the brand or relevant subjects. However, user privacy is a key concern in when and how Facebook allows marketers to leverage topic data.

We’ll have to stay tuned to see how marketers will harness the power of topic data, and how useful the new feature proves to be.

Further reading:

-Posted by Elizabeth Pace

Are Bigger Ads More Viewable? IAB Says Yes.

new-iab-logoThe debate about the value of ad viewability—and how to measure it—is long-standing and sometimes controversial. Typically, marketers are keen to see their ads in “above the fold” positions (the part of a website that’s visible without scrolling) where it is believed ads get the most exposure. However, impressions, the most common measurement for digital advertising, do not discern between how many ads are served versus how many ads are actually viewed.

The Interactive Advertising Bureau (IAB) has urged a shift in measurement from impressions to viewable impressions. However, IAB admits this type of measurement cannot be 100% reliable “because, different ad units, browsers, ad placements, vendors and measurement methodologies yield wildly different viewability numbers” (IAB Press Release, December 2014).

In the most recent development on improving the viewability of web ads, IAB has released a report that its bigger “Rising Star” ad placements delivered higher interaction rates than standard units. These super-sized units come in a variety of formats, from a 970×250 pixel Billboard to a 300×1050 pixel Portrait unit.

The report called “Rising Stars Ads and Brand Equity” was released in conjunction with C3Research. Key findings include:

  • IAB Display Rising Star Ads generate 4X more AD RECALL compared to Legacy UAP Ads.
  • IAB Display Rising Star Ads generate 3X more AD INTERACTION: 34% interacted with an IAB Display Rising Star Ad as compared to only 11% who interacted with a Legacy UAP Ad.
  • IAB Display Rising Star Ads show 30% Higher Brand Lift compared to Legacy UAP Ads. Brand Lift is even stronger for those who interact with the IAB Display Rising Star Ads.
  • Eye Tracking lab data shows 62% of Ad Impressions received a Gaze for IAB Display Rising Star Ads as compared to 38% for Legacy UAP Ads.
  • The average gaze duration per respondent in a session for IAB Display Rising Star Ads was 5X longer than Legacy UAP Ads (4.5 seconds versus 0.9 seconds respectively).

Despite these findings, the trend is likely to continue with marketers starting to favor non-traditional digital advertising (e.g. native) over display. Digital is constantly changing, but the goal remains: reach consumers in the right place and at the right time.

Further reading:

-Posted by Elizabeth Pace

Twitter Launches New Video and Group Direct Message Features

Screen Shot 2015-01-30 at 10.17.02 AMThis week Twitter announced some much-anticipated new features that it hopes will provide a richer, more immersive experience for users.

The first feature is a mobile video camera that will allow users to capture, edit and share videos directly from the Twitter app. iPhone users can upload videos from the camera roll as well (coming soon to Android, too). The videos will not auto-play like on Facebook, but they can easily be viewed with one tap from the in-feed thumbnail image.

The video feature is a smart move for Twitter, especially with the growing popularity of Facebook on video. Facebook had one billion video views per day in September 2014, which has reportedly tripled since then.

The second feature, group direct message, will allow users to engage in private messages with a group of up to 20 people.

These features will roll out to everyone in the coming weeks, but you can already view videos on the Twitter feed and engage in group DMs if you’re invited to one.

Additional resources:

-Posted by Elizabeth Pace

What Brands Can Expect from Facebook in 2015

The following post was written by guest blogger David Neuman. Please read his bio after the post.

2014 brought a lot of significant changes to the biggest Social Network in the world ranging from auto-playing videos to completely moving their messaging feature to a separate application to continuing to decrease brands’ organic post reach. While some of these changes only impacted a small percentage of users, there will likely be some big changes in 2015 that will have a significant impact on brands. Here are five things brands can expect from Facebook in 2015.

Continuing to Pay for Post Reach: This is nothing new and something that has been effecting brands for a couple of years now. However, this will likely get even worse in 2015. Facebook is starting to crack down on posts that are overly self-promotional or are too advertorial; significantly decreasing their reach (or not showing them altogether). This change, combined with the expected increase in ad spends for news feed posts in 2015, will result in a large amount of brands having to pay for their posts to see any worthwhile reach. I expect many small businesses to increase their focus on other channels like Instagram and Twitter as a result.

Being Able to Advertise Based on Searches & Post Keywords: More of a prediction than something that’s guaranteed for 2015, but it makes sense given Facebook’s recent changes to their internal search engine and the fact that they have removed Bing listings from their search results. Facebook is now allowing users to search for a specific post by keyword and also is showing their most recent searches on their mobile application. Keyword bidding is highly successful on Twitter and would likely see similar success on Facebook. If you’re a seafood restaurant, for example, imagine being able to target users who post “I’m craving seafood”, or who are searching on Facebook for “seafood restaurants”, that are in close proximity to your restaurant.

Call to Actions on Facebook Pages: This has started to roll out for some brands and is expected to roll out to all pages in the coming weeks. Instead of having just “like” and “message” appear over a page’s cover images, brands will now be able to add call to actions such as “book now”, “contact us”, “use app”, “play game”, “shop now”, “sign up”, and “watch video”. When this is clicked on, it will redirect the user to an external URL and will alert page admins on the amount of call to action clicks that have taken place. Tip: do what the page below did and drive people to “click” through your cover image design.
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Video will be a Crucial Part of a Brand’s Content Strategy: Facebook has been heavily pushing video and it shows. According to Facebook, users are posting 75% more videos to Facebook directly than they did a year ago and that, between June 2014 and September 2014, users collectively averaged 1 billion video views on Facebook each day. Facebook also recently acquired video compression company Quickfire in January 2015 and video ad platform LiveRail in July 2014. We’ve seen for our clients video getting more organic reach on the news feed than other post types. Instead of promoting YouTube content on Facebook, brands should start to upload their video content directly onto Facebook.

Advertising and Content Strategy will Prioritize Mobile: It’s no surprise that mobile usage is rapidly growing on Facebook – both on the ad front and in overall usage. Ad campaigns and brands’ overall content strategies will need to continually think about how what they’re doing translates on mobile devices heading into 2015 or they will be missing out on lost opportunities. Besides the obvious of making sure your website is “mobile friendly”, make sure the messaging you include in your ad creative and post content resonates with a mobile audience.

 

-Post by guest blogger David Neuman-
david-neumanDavid has been with Prime Visibility for over 7 years and has over 9 years’ experience in Digital Marketing.  He manages Social Media initiatives for the company where he creates and executes Social Media strategies for the agency’s clients. David was also the recipient of two LISTNet awards for developing an algorithm to measure the virality of Social Media campaigns and has appeared on CNBC and WSJ Live.

What’s next for Snapchat in 2015?

Icon_100pxSnapchat rolled out its first advertising campaign in October 2014. If $485.6 million in funds from investors is any indication, people are betting on Snapchat in 2015.

According to Bloomberg, Snapchat is now valued at $10 billion. Many scoffed at Snapchat’s decision not to sell to Facebook for $3 billion back in 2013, but now the decision seems quite wise, after all. But how does Snapchat plan to make money in 2015, and will advertisers buy it?

The first paid media campaign in October 2014 was an ad promoting the horror film “Ouijo” that appeared in the updates feed with a “Sponsored” label. I think it was a smart decision for Snapchat to start with a video ad format that’s already familiar to advertisers, so more might be willing to get their feet wet. And companies like Taco Bell, McDonald’s, GrubHub and Acura are taking the bait.

Eric Murphy of Business2Community points out that not only does Snapchat offer a highly sought-after demographic of 13-25 year olds, it also offers a fully opt-in experience whereby consumers will interact with only the brands they choose (unlike Facebook and Twitter, where we see ads we may or may not be interested in).

Today advertisers expect to be able to buy a personal, one-to-one ad opportunities, and Snapchat certainly fits the bill. Snapchat is trying to differentiate itself from other social media giants by saying no to “creepy and targeted” ads in lieu of putting the consumer in charge. “We want to see if we can deliver an experience that’s fun and informative, the way ads used to be,” Snapchat wrote on its blog on October 17th.

What’s tricky for advertisers is that many of us don’t use Snapchat, so it’s harder to fully understand how it fits into the lives of millions of teens and twenty-somethings today. But with new ad opportunities from Snapchat that are sure to roll out this year, it’s clear that Snapchat is the new kid in town—and not leaving any time soon.

Further reading:

-Posted by Elizabeth Pace

Google’s Ad Viewability Research: 56% of Ads are Not Seen

Image source: ThinkWithGoogle.com
Image source: ThinkWithGoogle.com

In its recent study published last week, Google identified five factors that impact viewability of online display ads. The factors are 1) State of publisher viewability; 2) Page position matters…; 3) …So does ad size; 4) Above the fold ≠always viewable; 5) Viewability varies across industry.

While none of the factors above are very shocking, some of the statistics Google released are surprising. The most controversial stat is that 56% of impressions served on Google display platforms are not seen.

Based on Google’s report, here are some key takeaways for marketers to ensure the best viewability for their ads.

Firstly, know the industry standard for viewable impressions. A display ad is considered viewable when 50% of the ad’s pixels are in view on the screen for a minimum of one second (according to Media Rating Council).

Secondly, pay attention to page position and ad size. Google found hat the most viewable ad position is right above the fold, not at the top of the page. Vertical ad units are the most visible because they are visible for a longer period as a user scrolls up or down a page.

Marketers should also be aware of maladvertising: malware that creates fraudulent clicks. If something seems odd in your reporting (for example, hundreds of thousands of impressions but zero clicks), your campaigns could be a victim of this type of fraud.

For smart marketers who are paying attention to results, and only spending with publishers who deliver those results, the issue of ad visibility should not be overwhelming. But it is an important factor in our changing marketing landscape in which display ads are recognized as less and less reliable.

Further reading:

-Posted by Elizabeth Pace

New Ad Opportunities on Facebook

Image source: Facebook
Image source: Facebook

Now that mobile advertising makes up 66% of Facebook’s total revenue, it’s no surprise that Facebook is enhancing its mobile ad program features. Facebook announced yesterday a few significant additions to its mobile app advertising program, including:

  • Ability to optimize ads for reach and frequency: This allows an advertiser to control how many times a user sees an ad.
  • Ability to target Amazon Fire users: Amazon Fire tablets join a roster of available devices which advertisers can target, including Apple, Samsung and HTC
  • Ability to use auto-play video in App install ads: Facebook reported that it delivers 1 billion video views every day.

Facebook also offered some tips for holiday mobile app advertising, including testing multiple creative, optimizing by action (install or reach/frequency) and targeting people who have recently used Facebook on a new device.

Further reading:

– Posted by Elizabeth Pace