Five Ways To Optimize Your Facebook Advertising Campaign For Holiday Season

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Facebook recently announced the availability of Carousel Video ad format allowing advertisers to combine video campaigns with direct response ads. Now Facebook will offer TRP based buying to complement the TV advertising. Facebook has announced the new TRP Buying product to help television marketers more easily raise awareness of a campaign through video ads. TRP is a metric used by the TV industry to refer to specific audiences within a larger, impressions-based campaign measurement. TRPs are calculated using the denominator of the total target audience, and the numerator as the total impressions delivered to this audience x 100. (As in 1,000,000 impressions among the target audience / 10,000,000 people in total in the target audience x 100 = 10 TRPs)

Facebook’s new product allows advertisers to use TRPs to plan and buy video ads and integrate the ads with their linear television campaigns.

According to Facebook’s blog post,

  • Incremental Target Audience Reached: Measured across 42 US campaigns, when TV and Facebook were combined, advertisers saw a 19 percent increase in targeted reach versus TV alone. When Millennials were the target audience, incremental reach increased to 37 percent.
  • Efficiency: Across the same 42 campaigns, Facebook impressions were two times more likely to hit their target audience than TV impressions. This means advertisers spent less to reach their target audiences.
  • Effectiveness: A study by Nielsen of seven recent campaigns showed that, compared to people who saw TV alone, people exposed to both TV and Facebook demonstrated a 3.2 percentage point increase in ad memorability, 11.5 percentage point increase in brand linkage and a 22.7 percentage point increase in likeability linkage.

 

Moreover, advertisers can now optimize video for brand awareness or direct response campaign objectives. Brand awareness optimization is designed to help advertisers find the audiences most likely to recall their ads. It takes two primary factors into account: attention and reach. By analyzing hundreds of brand campaigns Facebook, found that the longer someone spends with an ad, the more likely they are to remember what they’ve seen. Brand awareness optimization will be available when buying in the Ads auction, as well as through the Reach and Frequency tool in Power Editor. It will be available on Facebook and Instagram this October as a limited release, with full availability in the coming months.

Promoting your brand on Facebook with video posts is likely to boost engagement for your campaign, according to Nanigans, here are the leading trends for Video Advertising.

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  • Video continues to attract greater portions of Facebook ad spend, with video enabled units accounting for 16 percent of total spend in Q2 2015. This is up from 13 percent in Q1 2015.
  • In June, video ads captured their highest share of Facebook ad spend ever observed through Nanigans software, at 22 percent.
  • Mobile video has been particularly attractive to advertisers on Facebook, with 21 percent of total global mobile ad spending going toward the format in Q2 2015, compared to 15 percent the previous quarter.
  • Mobile video grew by 44 percent in Q2 over Q1 2015 as compared to 23 percent growth for Video ads.

 

 

 

 

Here is a slide-share for different metrics for Facebook advertising:

 

The Holiday season advertising on Facebook tends to trend with the highest CPC and CPM coinciding with peak holiday season days,

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Ten Steps For Planning Brand Contests

Contests are an effective way to engage audiences and create awareness for your brand. Some of the recent contests feature an interactive experience design that engages audiences within a context creating conversations and engaging audiences to win prizes or enter sweepstakes. The Contest design varies depending on your Contest objectives.

Here are some Contest design ideas that can help you meet your campaign objectives. Quizzes and Polls can help you increase awareness and engagement whereas sweepstakes can help you expand your reach. Depending on the overall campaign objectives you can decide the contest objective.

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Twitter Expands Targeting Options for Mobile Campaigns

twitter-mobile-targetingTesting out the Mobile carriers targeting feature, Mobile payments app @GoSoftcard drove installs of the different versions of their app designed for several carriers.

Jeffrey Mack, head of social media, states that carrier targeting helped them overcome major hurdles:

“Softcard has a unique challenge in that we have three separate versions of our app, which are all mobile carrier-specific,” Mack began. “Our biggest challenge in the past was effectively running digital acquisition campaigns where we could push a new user to the correct version of the app. With carrier targeting on Twitter we’ve been able to overcome that challenge in a big way.” A similar positive outcome has been reported by T-Mobile and Rogers where the results have exceeded the Telecom threshold.

With Twitter Ads, Advertisers could target audiences, based on mobile operating system, specific device and WiFi connectivity. Twitter Ads has introduced two new options: the ability to target by mobile carrier, and the ability to target users with new mobile devices. Now advertisers will be able to reach the right audience on Twitter even more precisely and efficiently.
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Harness the Power of Custom Audiences to Increase Your Campaign’s Reach

postblurbYou are a Retail Brand looking at optimizing your campaigns for  Holiday Season.

You are an established retailer and would like to take your brand to newer markets.

You are an existing brand with a large share of local national market but are aiming for a regional or a global launch. You have decided to go digital first.

You are ready with your campaign and are looking at maximizing returns on your advertising dollar.

Before you decide on the channels and networks as well as the strategy it is important to know that your campaigns are likely to work better in combination.
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