In an effort to better compete with Google, the Web’s premier ad server, Facebook re-launched Atlas yesterday. It’s expected to be a game-changer for the social network, keeping in step with the company’s cross-platform goals.
Several industry experts have recently weighed in on Atlas and what it means for social advertising moving forward.
As rumored, Facebook will announce today the relaunch of Atlas at Advertising Week in New York City.
Atlas focuses on people-based marketing, getting away from cookies and enabling true cross-device advertising. Erik Johnson, the head of Atlas, announced the relaunch in a blog post:
Atlas delivers people-based marketing, helping marketers reach real people across devices, platforms and publishers. By doing this, marketers can easily solve the cross-device problem through targeting, serving and measuring across devices. And, Atlas can now connect online campaigns to actual offline sales, ultimately proving the real impact that digital campaigns have in driving incremental reach and new sales.
Atlas has been rebuilt on an entirely new code base, with a user interface designed for today’s busy media planners and traffickers. Targeting and measurement capabilities are built-in, and cross-device marketing is easy with new ways of evaluating media performance centered on people for reporting and measurement. This valuable data can lead to better optimization decisions to make your media budget even more effective.
As brands gear up for the holiday season, a survey by Facebook Preferred Marketing Developer Offerpop shows that 92 percent of marketers polled planned to spend a majority of their budget for that time on Facebook.
Additionally, 73 percent of the marketers polled by Offerpop pointed to Instagram, owned by Facebook, as the breakout social network of 2014.
Offerpop also put together a great infographic showcasing trends in Facebook and social marketing this holiday season. Look below to find out more.
A new study by G/O Digital detailing shoppers’ habits with consumer-packaged goods (CPG) brands shows that shoppers polled turn to Facebook more often than Twitter when it comes to engaging with food and beverage companies.
The study found that 55 percent of moms and 47 percent of dads surveyed believe that Facebook is the most efficient social channel to converse with brands. Only 5 percent of moms and 7 percent of dads felt that way about Twitter. These parental shoppers were also more accepting of Facebook ads — 39 percent of moms surveyed and 42 percent of dads reported clicking on a Facebook ad at least once a week before going to their local supermarket.
Jeff Fagel, the Chief Marketing Officer of G/O Digital, discussed the findings:
The rise of social media has revolutionized the way retailers and brands approach their consumer audiences, creating a myriad of possibilities for marketers to gain shopper insights and leverage real-time data in order to drive in-store execution.
The value of social media channels like Facebook isn’t derived by posting hundreds of quirky photos, but instead, it’s about targeting every single social message, post, advertisement, coupon and offer to be as intuitive, personal, contextually relevant and engaging as possible. Only then will a CPG brand see the types of benefits that matter beyond brand building – like increased foot-traffic and sales in local stores.
Recently at the Kenshoo K8 Summit in Sausalito, Calif. (just north of San Francisco), Facebook’s Advertising Research Manager of Marketing Science, Rob Creekmore, talked to attendees about the ways brands are using intent-driven search data in concert with Facebook’s advertising offerings.
Creekmore cited studies during his presentation, such as the finding in a June Kenshoo study that there was a 19 percent lift in paid search conversions when partnered with Facebook ad spend. Another study noted that partnering Facebook ads with paid search media leads to a 30 percent higher return on ad spend. There’s a growing harmony between search and Facebook, and Creekmore took the time to talk about this evolving relationship with Inside Facebook.
Inside Facebook: What are some of the most exciting ways search and Facebook are coming together?
Rob Creekmore: I think we’ve seen some of it in the research we’ve presented today. It’s an opportunity to understand consumer behavior on a deeper level and how consumers are crossing channels and crossing devices seamlessly. The research that we’ve done to date has focused on the cross-channel aspect, particularly on how Facebook makes search work harder. Kenshoo has more recently come out with an amazing product that uses search intent data — the IDA (Intent-Driven Audiences) product — to make Facebook work harder. So I think there’s more opportunity to do more research there.
As early as next week, Facebook could launch a new advertising network to help it compete with Google, according to The Wall Street Journal.
Reportedly named Atlas (based on Facebook’s 2013 acquisition of Atlas from Microsoft), the new ad network will help marketers better target and measure the performance of their ads. Facebook has declined to comment on the matter, as is standard procedure for reports like this.
While retargeting is a growing trend on Facebook, a new study by Facebook Preferred Marketing Developer Marin Software shows that brands who serve these kinds of ads both on the social network and through display tend to have more success than those who retargeted only on one or the other.
Marin conducted a study about retargeting — where ads are shown based on browsing or purchasing behavior — among 233 marketers in Q2. Each month, both Facebook and display ads saw rises in CTR when combined.
Overall, 88 percent of marketers polled by Marin Software said they currently use retargeting. Of those who said they did not, 56 percent said they planned to utilize retargeting in the future.
Facebook has recently prohibited ”like-gating.” Like-gating was the practice of forcing users to become Facebook fans of a brand before they could access its content or participate in a contest. A lot of marketing blogs have commented on this, talking about the demise of Facebook marketing or alternatively the sudden pointlessness of having/getting fans.
But this “news” is just one of the many tidbits buried near the end of an article posted on Facebook’s developers blog.
Facebook has recently updated its Custom Audiences terms of service, preventing the “scraping” of Facebook user IDs for ad targeting.
Through Custom Audiences, advertisers can target ads based on email lists, phone numbers, website visitors, Facebook app user IDs and mobile app users. However, many advertisers gamed the system by uploading email lists of those who weren’t customers, those who didn’t use the company’s Facebook app or hadn’t opted into the company’s service, as well as targeting the user IDs of groups and pages to break into new targeting groups.
This practice, though effective, ran counter to Facebook’s Custom Audiences terms of service. Now the company is taking steps to prevent this.
Once a weaker option for advertisers, Facebook is adding some juice to the Boost Post option.
As discovered by Portage Co. Chief Technology Officer Dennis Yu, Facebook is apparently adding more Lookalike Audience targeting options to the Boost Post feature.