One of the most popular ad formats on Facebook right now involves the call to action button, prompting a user to sign up or buy now, among other commands. Rob Kischuk of PerfectPost noticed that Listen Now, previously available only for mobile, has been added to the API for desktop ads. He notes this could mean Facebook is preparing to have the Listen Now button be available as a desktop ad option.
Kischuk described to Inside Facebook what he’s been seeing, in terms of calls to action:
“CALL” is still present but still doesn’t work. They have also added MISSED_CALL and CALL_NOW to the API, which is curious. I speculated before that they were working on click-to-call like Twitter, but it almost seems like they might be building more phone capabilities into the feed.
Facebook announced Tuesday that it is expanding the capabilities of Lookalike Audiences, allowing advertisers to create lookalikes based on people who visit their websites, use their mobile apps, or are connected to their Facebook pages.
Before, advertisers were only able to create Lookalike Audiences based on information like email addresses, phone numbers and user IDs.
In beta, Shopify used Lookalike Audiences to target website visitors and saw a 2x decrease in cost per lead.
Facebook ads have long been scrutinized by major advertisers for a lack of control over frequency capping and a lack of accurate traffic estimates. In an effort to answer these concerns, Facebook has started beta testing a new campaign type that focusses specifically on those points.
The new reach & frequency campaign type from Facebook is the newest campaign structure created for major advertisers who wish to more accurately plan and predict the delivery, cost and reach of brand campaigns.
Facebook recently made a change to Power Editor, moving some of the Partner Categories into sections called More Demographics and Behaviors. Hat tip to Andrea Warner of Marketer’s Braintrust for sending this along to Inside Facebook.
Social advertising is a rapidly changing enterprise. As the pendulum swings from data to creative (and back), Boost Media balances both to handle the creative for Facebook and other social ads for major companies such as Zynga, Geico, Home Shopping Network and Microsoft.
Boost Media also recently partnered with Facebook Preferred Marketing Developer Marin Software. The company’s Vice President of Marketing and Business Development, Erik Ford, chatted with Inside Facebook about the ever-changing Facebook ad landscape.
Inside Facebook: What are some advertising trends you’ve been noticing recently on Facebook?
Erik Ford: Advertisers are becoming a lot more comfortable with the Facebook ad platform. I think that’s because of a couple main reasons. One, the advancement, maturity and the robustness of the platform. You’ve got the right integrations with (Facebook) Exchange going on now. You’ve got the right API calls available to give advertisers the data that they need and that they’re looking for. Just from the metrics that they need and the support they need, to target the right audience and measure it — they’re there.
Moontoast, a Facebook Preferred Marketing Developer, announced today that 5 of the company’s campaigns have been nominated for Facebook Studio Awards. The awards showcase the brands and agencies making the best advertising work on the social network.
Award winners will be announced next quarter. Moontoast’s award-nominated campaigns included work for five major brands: Toyota Boys & Girls Club, Toyota Tundra Instagram, Nissan October Car Care, VEVO Latin Music and Nestlé Häagen-Dazs.
Carol Glennon, Vice President of Customer Experience for Moontoast, commented on the news in a press release:
Facebook’s Studio Awards shine a light on brands that have mastered techniques in compelling art direction, creative storytelling and engaging user content, and we are excited to have so many of our campaigns recognized for the 2014 Awards. … Every day, for every client, Moontoast pushes the creative and technical limits of Facebook’s digital platform to turn content into storytelling opportunities. Our campaigns all focus on driving business, on driving conversation, and becoming embedded in the way people use social media which, when it works, highlight the power of Facebook.
Auto-play video ads are making their way to the mobile News Feed. Facebook on Thursday announced that a select group of advertisers will have access to premium video ads on mobile, which will play automatically without sound. The user can then tap the ad to play sound and see the video in full-screen mode.
Each ad will last 15 seconds and will stop if scrolled past.
This may not happen immediately — Facebook notes that these video ads will be rolled out slowly over the next few months. Facebook will also be keeping close tabs on how users interact with these auto-play video ads. Facebook has been testing auto-play video ads already on desktop and auto-play it is a key video feature of Facebook’s popular photo and video-sharing app Instagram. Previously, Facebook ad tested auto-play video ads on mobile with the movie Divergent, but now a few more advertisers will have access to this.
There has been a buzz around the interwebs about Facebook ads not being very effective. Veritasium released a video on February 10 claiming proof of fraud within Facebook’s paid advertising mechanism. Derek Muller, owner of Veritasium’s YouTube channel, experimented with Facebook’s ads on a random page about cats.
Derek argues that since there are a lot of fake accounts on Facebook, thanks to click farms around the world, when Facebook sends out ads to your chosen audience, most of these sponsored stories end up in the News Feed of fake accounts. As the number of spamming fans grows on your page, your engagement rate slows down, forcing you to buy another ad campaign from Facebook to increase interaction with users.
Not much has been said about Atlas since Facebook purchased the advertising suite from Microsoft last year. However, a new partnership with cloud-based cross-platform advertising company Flite could help Facebook advertisers deliver better results off the site.
Flite announced Wednesday that the company has partnered with Atlas to offer customers an innovative new solution for display advertising. The Flite Design Studio, which specializes in real-time content advertising, will be integrated into Atlas’ ad-server solution.
Here’s what the partnership means for digital advertisers:
- Seamless integration between Flite’s creative studio and Atlas’s ad server and analytics
- Multi-screen support with HTML5 ads that work across both mobile and desktop environments
- The ability to easily stream dynamic and social content—including videos, Facebook, Twitter, image galleries, and more—into ads
- Live updates to ads without having to retraffic tags
- Comprehensive reporting, including deep engagement metrics
Flite CEO Will Price and Vice President of Engineering Toshinari Kureha talked with Inside Facebook about the impact that this partnership will have on Flite, Atlas, Facebook and Facebook advertisers.
Facebook ads have come a long way in a few short years. The days of a brand posting a blurry photo from an event with a caption “Like Us Now!” are (thankfully) coming to an end. Through numerous algorithm changes, Facebook has made it clear to marketers that it wants – and its users expect – a compelling, visually appealing reason to engage with a brand’s ad.
This means that marketers need to jettison generic ad creative and text-heavy wall posts in favor of high-quality, engaging ad creative with smart imagery and limited text. Facebook will reward them for doing so with greater exposure in users’ News Feeds.