Shopping on Facebook

Shopping on Facebook

Facebook’s newest ad format now allows brands to pair commercials with product information and pictures in the same post. Ultimately, Facebook is looking for users to start using it more as a shopping tool.

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The Best of the Century

advertisements

At this time of the year, lots of agencies are churning out lists of which advertisements and campaigns they felt were the best and/or most successful this year. But, what about the best of the entire century? This list is an ingenious compilation of some of the world’s best over the last sixteen years. Did your favorites make the list?

Five Years and a Legacy Later

Apple

Five years after Steve Job’s death, we take a look back at some of the godfather of tech’s most profound speeches.

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How to UN-Star Wars Your Google Account. *Spoiler Free*

Did you hear Star Wars is coming out? By now most people by now have seen the movie, and nearly everyone has seen at least some of Disney’s advertising for it. No matter how in your face Disney was with the Star Wars promotion, most were harmless (though perhaps overdone) and some even clever. There a few special occasions that they may have gone overboard though….

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Facebook vs. YouTube and the Battle for Video Views

Facebook’s approach with videos has always been to saturate people’s timelines with videos they didn’t even know they wanted to see. This has worked to get video views, but not to position Facebook as a video sharing site. Now, Facebook has announced a trial of a video sharing section on their mobile application. This section will allow users to save, search, and browse videos. Sound familiar? This is Facebook’s attempt at rivaling YouTube. While this could potentially harm YouTube’s market share, it is a huge advantage for video marketers. Now, they can share their videos across multiple platforms where users will be able to search specifically for their video.

Will it be a success? We’ll have to wait to find out.

 

 

Creating Better Facebook Video Ads: Tips to Optimize the Viewing Experience

In the past year, the number of Facebook videos posted in the U.S. increased by over 94%. Not to mention 50% of Americans who use Facebook every day also watch at least 1 video per day. So why aren’t you utilizing the Facebook Advertising platform? Moreover, if you are using Facebook video ads, why aren’t they performing well?

With several opportunities to create video ads for a few StrataBlue clients on Facebook, I have grown accustom to creating top-notch campaigns with high levels of engagement. Continue reading to check out my tips and tricks for creating better Facebook video ads for your social media campaigns!

Choose Your Call to Action Wisely

What is it that you’re trying to accomplish with this video ad on Facebook? Facebook offers the following call To action buttons to drive click-through and engagement with your video ad:

  • Shop Now
  • Book Now
  • Learn More
  • Sign Up
  • Download
  • Watch More

Selecting the CTA button you believe will generate the most clicks is key. Don’t trick people by taking them somewhere on the web they don’t want to go. If you want people to “Book Now” after viewing a video of your restaurant, take them to your website or another third party reservations page so they are able to book reservations. Selecting the correct CTA button is key to any social media ad.

Make the First Two Seconds Engaging

Initially you will only have 2-3 seconds of someone’s attention as they scroll through their feed. Use this short but crucial time to engage your audience. Don’t waste this time with (fluffy) nonsense. Grab attention in the best way possible with your video.

Ideal video length

Yes the first two seconds are important to ensure the viewer is engaged but the remaining time is also important. Video length largely depends on the content and message of the video. Data and statistics suggest the optimal length for an online video is between 30-60 seconds. Thenextweb.com also iterates that it does depend on content – but if you’re looking to optimize for total views, shorter is the way to go.

Use Footage that Works Well Without Sound

More often than not, people will view your video while at work, in class or some other place they can’t immediately click for sound. Be sure your video ad makes sense if someone is silently viewing. Think about how you personally use Facebook to give this more context. While “thumbing” through your newsfeed, videos will populate very frequently. What makes you click to actually hear the sound associated to the video? Has to be pretty awesome, right?

Mind Your Thumbnail

AVOID TITLE CARDS. Like YouTube, lead the video off with something engaging yet descriptive of what someone is about to watch. Again, don’t be misleading and don’t be boring.

Don’t Reuse TV Commercials

Facebook is not the same as TV (obviously) so don’t make your video ad the same commercial you’re broadcasting on television. It’s a weak strategy and doesn’t provide depth to your campaign. Instead, use your Facebook video ad as a “behind the scenes” feature of your commercial. Not only is this engaging, but it’s kind of like an invitation to be a part of your brand.

Now you’re ready to start producing fantastic Facebook video ads! Not sure you’re up to it? We can help! Click “play” below to set up a time to talk with us.

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Video Is The New Tweet: The Latest On Twitter Video Ad Integration

Twitter Integrated Video

The New Age of Social Media Video

As social media platforms move away from YouTube and into hosting their own video, we’ve seen the quantity of videos increase, engagement increase and social media users embrace the constant presence of video in their feeds wholeheartedly.

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Video Ad Marketing with Facebook

According to Facebook, between 2013 and 2014 the quantity of videos on News Feeds increased 3.6 times – or – 360%. The vast majority of the time, these aren’t Vine, YouTube or other videos — users upload videos to the site themselves typically from their mobile device.

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Is it worthwhile to advertise on Pandora or Spotify?

Pandora, Spotify and other music services are the wave of the future for music listening. MP3 purchases and CDs are way down in sales, as the public at large moves toward services that will stream their favorite music for a low monthly fee. It doesn’t matter for many that you don’t own the tracks, if you can access a radio station that plays them frequently (in Pandora’s case), or has access to any songs at any time (in Spotify’s case).

As of this article’s publication, Pandora boasts 76.5 million users and Spotify 60 million users. The massive popularity of both music services, and the fact that the large majority of users opt for the free, ad-driven version of the service, means that advertising there can make a lot of sense. Let’s look at what’s involved in an audio ad and whether it’s worthwhile to advertise this way.

  1. Professional Recording
    Unlike a text or graphical ad, the ads on Pandora and Spotify are audio. In some cases, there’s a graphical popup element for the phone app, so there may yet be some text / graphic design element to the ad. For the most part, it’s audio. This is something you’re not going to want to have someone in the office record on their iPhone.A good audio ad is professionally recorded in a sound studio by a trained voice actor, is attention-grabbing and witty, doesn’t apologize for interrupting the music, and gets to the point early in the time alloted.
  2. The Ad Script
    You’re going to want to write a dialogue script and read it aloud to make sure it sounds natural. Like with any other ad, be sure there’s a call to action, such as a coupon code or an easy-to-remember URL. Again, if there’s a graphical pop-up ad in the music app’s user interface that the user can click on, be sure to integrate these well in the planning and scripting process.
  3. Ad Rates
    Both Spotify and Pandora have ad rates that are not public until you get in touch with them, likely because they fluctuate often due to the surging popularity of streaming music services. However, both ad departments are easy to get in touch with with ad rates, specifications, ad standards, minimum buys and so on. It’s going to be somewhat pricey — especially compared to a typical social media ad on another platform.
  4. Not Just Audio
    Pandora has dozens of different ad configurations that stretch beyond audio ads, to animated overlays to banners to custom mixtapes. Agencies that really like to think outside the box will find a lot to play with here.Spotify also has just introduced video ads to go along with their traditional audio ads, and these join their many other ad formats, such as watching a video to get 30 minutes of ad-free listening, display ads and even homepage takeover ads.
  5. Should I?
    Advertising on a music service is a way to reach a connected, music-loving audience in a hyper-focused way that might not be possible on another platform. That bears repeating: Listeners on Spotify and Pandora are music fans first, so if your product makes sense to that kind of person, then give it a try.

To explore out-of-the-box thinking with advertising your product or service, contact StrataBlue today.

Facebook Premium Video Ads: The New Kid On The Block

Facebook is seeking to cut into the $66.4 billion TV advertisement market through their new Premium Video Ads. Let’s take a look at how these ads will work, who they’re designed for, what tangible benefits have already occurred, and what the cost will be to run one of these ads on a Facebook users’ News Feed.

How it works:

Facebook Premium Video Ads begin to play without sound as you are scrolling through your News Feed. If you don’t want to watch them, they’ll stop once you’ve scrolled past the screen. However, by tapping on the video, sound will emit and the advertisement will go into a larger screen outside of the news feed.

Facebook has changed its algorithms around not only to determine who is watching these Premium Video Ads, but for how long they are watching as well. Those who are more likely to open the videos based on previous behavior will find more ads within their news feeds than those who consistently scroll past the videos.

Who they’re designed for:

Premium video ads are designed for large brands’ awareness campaigns that are meant to reach a mass number of people in order to increase interest in a brand, product or content in a short amount of time. For example, the first premium ad that was shown on an experimental basis was a trailer for the movie “Divergent,which was created by Lionsgate Summit Entertainment.

divergent poster

Facebook contends that while TV advertisements typically reach 38% of their targeted demographic, they often over-deliver to the wrong people and can’t reach others. Premium video ads, on the other hand, can be narrowly targeted to an ideal consumer (based on the wealth of personal data within Facebook) and can be converted with 89% accuracy.

Benefits:

One major benefit that Facebook Video ads seem to have over other digital marketing channels like YouTube is the aspect of free will. The insights gathered from Facebook video ads infer that a user sat through an advertisement voluntarily, instead of scrolling past it. This is in contrast to the advertisements on YouTube, where a user must sit through them in order to gain access to the desired content.

coke bears

One specific example of where Facebook video ads have already outperformed TV advertisements is with Coca Cola reintroducing their iconic polar bears to their French market in 2013. In a dual campaign where the Facebook video ad ran at the same time as the television ad, Facebook and Coca Cola executives both reported that every euro spent on Facebook returned 2.74 euros in additional Coke sales. That was 3.6 times better than the ROI attributed to the TV advertisement. Although this is only one isolated example from a study of 10,000 people, it is clear that the ability to hone in on a target market via Facebook is extremely effective compared to taking a shot in the dark with TV advertisements.

Cost:

Although the information has not been released publicly, it is widely speculated that due to Facebook’s enormous and active daily user base of 1.28 billion people, Premium Video Ads will cost advertisers’ ~$1-$2 million per day. The ads are bought based on Targeted Gross Rating Points to reach a specific audience over a short period of time. And while they have been proven to be effective for brands like Coca Cola, small brands will have to wait for such an opportunity; they are unfortunately tailored exclusively to elite brands and are not yet available for smaller brands and businesses.