According to Facebook Media, since June 2014, Facebook has averaged more than 1 billion video views every day. On average, more than 50 percent of people who come back to Facebook every day in the US watch at least one video daily and 76 percent of people in the US who use Facebook say they tend to discover the videos they watch on Facebook.
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For marketers, the challenge is to define the path to purchase for their customers given that there are a myriad of possibilities in the multi-screen world and the path to purchase may vary vastly for different segments. It’s not just what consumers do that is important; it is also how, when and why they do it. The timing, location, and intensity of consumer behavior indicate levels of involvement within the path to purchase and opportunities for marketers to engage. Digital marketers need to take a hard look at the behavioral data to get actionable insight into how consumers arrive at their purchase decision. -
comScore has shared case studies to understand Best Practices for Media buyers and sellers with the adoption of newer Media Metrics of viewability and in-target. Whether you are buying programmatic or arriving at direct deals with publishers it is important to understand the metrics that can make your campaigns deliver more efficiently. In case you are a publisher you are constantly looking at improving performance of your campaigns to deliver better value to advertisers. comScore with its measuring platforms vCE and vME provides ways to improve campaign performance for buyers and sellers.Three Key Learnings for Media Buyers
1. Optimizing for viewability and audience delivery significantly improves branding impact for advertisers
comScore has conducted and shared studies where campaigns optimizied for viewability and audience reach are more effective than campaigns optimized for gross impressions. In a case study shared by comScore for Conagra foods the campaigns delivered increase in attribute awareness lift of up to 70 percent and increases of purchase intent lift of up to 30 percent.2. Alignment with media sellers is critical to achieving campaign goals
comScore has investigated how Conagra foods achieves its targets by collaborating with the media partner Spark Communications by agreeing on Audience and Viewability goals and meeting the goals by ensuring publishers deliver the goals agreed upon with the right kind of media.3. Integrated viewability and in-target reporting improves accuracy of performance data
Viewability alone may not be an adequate metric to measure campaign performance and it is often important to arrive at validated in-target metric for each audience segment to arrive at the right media mix for each segment. The viewability rates for each segment may vary for publishers and a generic rate cannot be applied to understand the performance of the campaign. -
Messaging Apps are getting innovative with the features in the apps that engage audiences by introducing animated Gifs, Stickered messages and peer to peer payments to keep the audiences engaged.The messaging startup, KIK, which raised USD 38.3 million, in November 2014 has purchased Relay, a GIF-based messaging app that fits into its advertising plans. Kik is ideally suited for targeting younger age groups and has 185 million registered users, a base that includes 40 percent of U.S. youth between the ages of 13 and 24.
In a similar effort to bolster Engagement During Holiday season, Facebook rolled out several innovative features:
A festive frame for your New Year’s Eve selfies
Snow globe chat heads
Holiday inspired sticker packs
A lightweight new Creative Labs app by the Messenger team called Stickered for Messenger that enables you to add stickers to a photo and send them to friends on Messenger
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