More advertisers are discovering Facebook’s complex ad models, such as retargeting via Facebook Exchange and Website Custom Audiences. How effective can these techniques be? A new study by AdRoll, a Facebook Exchange partner, showed that by using both FBX and Website Custom Audiences, the CPM of News Feed ad impressions on mobile was 57 percent lower than desktop, generating a 10 percent higher click-through rate. It led to a 61 percent lower cost-per-click for News Feed ads on mobile compared to desktop.
The study took into account more than 800 million impressions from 215 AdRoll clients running retargeting campaigns on mobile and desktop.
Facebook is looking for users of its new Slingshot photo- and video-sharing application to join a panel and take part in a three-month study.
Facebook users who want to send and receive messages via their iOS and Android devices will soon only be able to do so via the social network’s Messenger applications, as messaging will be removed from its flagship applications for both operating systems, Facebook confirmed to TechCrunch.
Measuring social return on investment doesn’t require a degree in statistics or voodoo dolls. Just follow these nine steps to diagnose how your social and Web efforts come together.
Facebook’s tendency to brand its new applications and features with names that are already in use in the tech sector appears to have been adopted by its Instagram unit, as well, as Andrew Benton, co-founder and CEO of mobile voice app Bolt, penned a blog post in the form of a “Dear Instagram” letter to the Facebook-owned photo- and video-sharing network over its apparent plans to launch a photo-messaging app called Bolt.
Facebook announced in its Form 10-Q filing with the Securities and Exchange Commission last week that it was extending its deadline to close its acquisition of messaging service WhatsApp by one year, to Aug. 19, 2015.
When Banana Republic opened its doors in 1978, it quickly grew into a global brand set on making and keeping modern professionals stylish. Dedicated to helping customers achieve both professionally and personally, the company offers versatile apparel that can be styled for virtually any occasion.
Facebook’s Q2 performance has earned rave reviews, but how did advertisers do?
SHIFT, a Facebook Strategic Preferred Marketing Developer, broke down Q2 ad performance by vertical. Some highlights:
- SHIFT saw entertainment achieve the highest CTR in Q2 at 1.8%, with CPG not far behind at 0.9%.
- SHIFT saw Auto and Entertainment achieve the most efficient CPC in Q2.
- Auto had the highest increase in CTR in Q2 compared to Q1 with a 48% increase.
- The top five verticals through SHIFT’s platform (Auto, CPG, Entertainment, FinServ and Telco) achieved 200% or more increase in CTR year over year.
- The increase in CTR across the board means advertisers are reaching the right people at the right time, and as a result they are taking action.
Brands ask this question all the time — how do you measure the value of earned media on Facebook?
Some just multiply by $5 per thousand impressions (or whoever can provide the highest earned media value multiplier) to report the highest figure. Not the most sophisticated approach, but it might be good enough for companies that sell sugar water. Certainly better than pure fan count, since EMV correlates more with engagement than the size of the fan base.
But unless you can tie EMV (Earned Media Value) to actual sales, you’ve got some level of hocus pocus here.
Jun Group, a content distribution platform, released data this week that shows brand advertisers have shifted their digital goals away from Facebook and YouTube to promote their owned online destinations.
According to the data, the share of clicks driving consumers to brand owned and operated sites more than doubled from 2012 to 2013, increasing from 28 percent to 57 percent. Facebook and YouTube, which represented 31 percent and 38 percent respectively, declined to 10 percent and 24 percent over the same period.
Mitchell Reichgut, CEO of Jun Group, said in a press release:
This shift towards owned content from social channels represents the convergence of a few big trends. First, as advertisers spend more developing branded content and digital experiences, they want to drive audiences directly to those destinations. At the same time, social platforms have made it more complicated for brands to communicate with fans.