When Pigs Fly: Why Facebook And Google Are Becoming Ad Partners

google-facebook-pigs-fly-featured You may have raised your eyebrows at last week's announcement from Google that it is partnering with Facebook to offer its clients access to Facebook Exchange (FBX) inventory through DoubleClick Bid Manager. Two competing online ad giants entering into a partnership? Why would Facebook finally want to open up to Google, and why would Google want to sell Facebook inventory? After all, Google took over the top spot in digital display revenue from Facebook last year, according to eMarketer. That same study estimates Google's display ad revenue share will continue to grow at a solid clip from 1 [...]

Google’s DoubleClick To Offer FBX Ad Inventory In Coming Months

DoubleClick Campaign Manager DoubleClick, Google's online advertising solutions company, announced today it will be extending its advertising services to include ads on FBX, Facebook's real-time bidding exchange. According to the announcement, DoubleClick clients will be able to buy ad inventory on FBX via the DoubleClick Bid Manager, "in a few months." DoubleClick claims access to dozens of private and public exchanges in more than 75 countries, and says it continues to experience double-digit quarter-over-quarter growth in spend, with Q3 2013 representing its biggest quarter ever. [...]

Facebook Buys Israeli Mobile Analytics Company Onavo

Onavo Facebook has acquired Israeli startup Onavo. TechCrunch first reported the news, which was confirmed by a company blog post. The acquisition price wasn't announced but speculation puts it between $150 and $200 million. There are essentially two aspects to Onavo: consumer-facing apps that help users manage data and save money and an app-analytics business. The company's consumer-facing apps have been around since 2011. They compress data to make plans go further; they also provide visibility on data usage to mobile subscribers: By compressing your data, Onavo Extend can increase the power o [...]

Focusing On “Objectives” Facebook Simplifies Ad Creation, Measurement

facebook In June of this year, Facebook announced that it would overhaul and dramatically simplify the process of buying ads on the site to eliminate confusion. Today, Facebook is taking a major step in that direction. The company is announcing a redesign of its ad creation/buying and reporting tools. Rather than asking users to select a particular an unit, the company now will provide a list of objectives and take marketers through a flow based on the objective selected. The following are the available marketing objectives: There are no offline events (e.g. store visits, coupon redemptions) [...]

Mobile And The Rise Of “Real World Analytics”

Google indoor maps The new reality of multi-screen conversions compounds the already difficult challenges of accurate attribution and ROI calculation. That's on top of the persistent but largely ignored fact that most internet-influenced consumer spending happens offline. Digital marketers have mostly avoided trying to account for offline conversions in the past because they've been so hard to track on a per-campaign basis. Yet e-commerce is still only about 6 percent of overall US retail (billions vs. trillions). By contrast online-to-offline spending is at least 10x the value of e-commerce. Now, the awar [...]

Report: Facebook To Start Giving Social Data To TV Networks

facebook-tv-featured Facebook is set to start giving data to TV networks showing how much activity about their programs is happening on the world's biggest social network. The Wall Street Journal is reporting that the data will be basic, at least in the beginning, with networks learning how many Facebook users liked, shared or talked about individual shows and how many updates/interactions were made. In the future, Facebook wants to include things like how many users saw those updates. For Facebook, it's another attempt at keeping up -- or perhaps catching up would be more accurate -- with Twitter, which is [...]

Facebook Users Will Soon Have More Control Over The Ads It Displays

Facebook-Like Facebook announced it is making changes to the ads algorithm to improve the relevancy of ads in users' news feeds. The algorithm determines what ads to show Facebook users. What's changing? The company says it is putting greater emphasis on feedback from users about the ads they see. When users report or hide ads, they'll be less likely to see similar ads in their news feeds. This should give users more control over the types of ads that show up in their news feeds and mean that the ads are more relevant to their interests. As an example, if a user always hides ads for electronics, Faceb [...]

Facebook Connects Impressions To Offline Sales For Telcos

facebook-mobile-phones-featured The future of digital advertising and marketing increasingly involves "closing the loop" between online ad exposures and offline sales. The days of the "click" are numbered. Mobile payments early on held this promise. However mobile payments haven't yet taken off (see Google Wallet). But that hasn't stopped Google, Facebook, Twitter and others from developing methodologies to measure or model the actual sales impact of online ads. The momentum toward connecting the dots between digital ads, store visits and offline sales continues to build. A case-in-point is yesterday's Facebook announc [...]

Facebook Advertiser Banned For Using Photo Of A Teen Who Recently Committed Suicide

facebook Rehtaeh Parsons was a 17-year-old Canadian woman that passed away due to complications of an attempted suicide on April 7th this year. She was allegedly raped by four boys then cyberbullied and harassed up until her suicide attempt. The silver lining of the occurrence is that in passing she helped to change Canadian law for the better. After her death, an act was approved that allows victims of cyberbullies to protect themselves and to even sue their perpetrators. If you were a Canadian Facebook user, however, you may have seen imagery of her -- not for the change that she helped bring abou [...]

Report: Facebook’s Promoted Posts Won’t Cannibalize Organic Reach (Even If They Are Terrible)

Organic-Vs-Promoted Last Spring, the launch of Facebook's Promoted Posts launched, garnering mixed reviews from brands. Since launch, some speculation has been swirling that paying for promotion might hinder the organic reach of a brand. he thought process is that a promoted post that is lower in quality that may not be regularly shown to that user, thereby garnering more negative  feedback, lowering the overall organic reach metrics. Wisemetrics, a social analytics firm, performed a study to find out a that found that this is not the case. In a study that analyzed 5,000 promoted posts from 1,500 pages Wiseme [...]

Facebook Rolls Out Bigger, Uniform Image Sizes And Larger Canvas For All Ad Formats

facebook Today, Facebook announced a follow-up to its efforts to streamline ad units that the company announced in June. This update puts the focus on making the images more prominent and engaging. Images will be bigger and, in a nod to simplification, ad specifications will be consistent across ad placements. Advertisers will no longer need to upload multiple image sizes for different placement types. The ad canvas area is also increasing with this update. Joe McCormack, CEO of Adquant, one of Facebook’s first Preferred Marketing Developers (PMD), says of the updates, "The new ad formats are v [...]

Instagram Ads Coming, Seeks To Avoid Facebook’s Missteps

instagram-logo-200px Ads are coming to Instagram next year. That fact is confirmed in a Wall Street Journal article that offers a profile of Facebook's Emily White (now Director of Business Operations at Instagram) in which the subject of advertising on the app is broadly discussed. The piece conveys that she's functioning as the Sheryl Sandberg of Instagram, the effective COO. She's been asked to develop a business and monetization plan that doesn't alienate Instagram's legion of teen and tween users. There are scores of companies and brands already using the site as a promotional tool now. The question for [...]

Fowl Play: Facebook Bans ‘Booby’ Nature Campaign

Booby If you were a resident of the birdwatching mecca of Christmas Island, a "booby" would mean one thing - a bird. The Booby is a seabird that hunts by diving into the water and catching sea life. However when the Christmas Island Tourism Association began running Facebook ads for the upcoming 'Bird'n'Nature Week' ads they were banned. [caption id="attachment_58210" align="aligncenter" width="600"] Photo by Nicolas de Camaret and used under the Creative Commons Act 3.0.[/caption] Facebook auto-censors ads that contain blacklisted words, some of which were in the initial post. The post ad sho [...]

Facebook Updates Policies On How User Data Is Used In Advertising

facebook-target-aim-featured Following this week's "sponsored stories" legal settlement, Facebook is following court orders by updating the documents that explain how the company collects and uses data -- particularly in advertisements. Close observers of Facebook's privacy and usage documents may want to check out the "redline" PDFs for the Data Use Policy and Statement of Rights and Responsibilities, which clearly show the new language that Facebook is proposing. The biggest clarification in the latter document, and the one specifically referring to the recent legal settlement, comes in a section titled About Adve [...]

Forecast: Mobile To Be 48 Percent Of Display Revenue By 2017

money-growth-chart-featured Data aggregator eMarketer has published a revised set of ad-revenue forecasts with an emphasis on mobile. The firm projects that mobile advertising will account for an increasing share of display revenue and represent nearly 50 percent ($14.5 billion) of all display advertising by 2017. Google will capture more than 50 percent of global mobile ad revenue this year; Facebook is gaining, however. According to eMarketer, Facebook's share of mobile ad revenue will grow from just over 5 percent last year to almost 16 percent this year. In terms of the broader category of global digital ad [...]

Facebook Says Run Your Promotions From Your Page, No Contest App Required

facebook-pages-logo In an about-face, Facebook announced it is doing away with the requirement that contest and promotions be run through apps. Up to now, page administrators were required to run all promotions through an app. However, "illegal" contests run from page timelines were fairly rampant. Starting today, page administrators can opt to run a promotion from their page, from an app, or by using both. The following practices, once banned per Facebook's Page Terms, are now permitted: Collect entries by having users post on the Page or comment/like a Page post Collect entries by having users m [...]

Facebook Settles “Sponsored Stories” Litigation For $20 Million

likes-featured Yesterday, a court in San Francisco approved settlement of potential class action litigation against Facebook over its Sponsored Stories program. Sponsored Stores are ads that include identification of users' friends who've "liked" the advertiser. Facebook has agreed to pay $20 million to end the case. The settlement was approved over various objections including the argument that minors' privacy rights are not sufficiently protected under the terms of the settlement. Child advocates had wanted parental approval before minors' content could be used commercially. The essence of plaintiffs [...]

Facebook Gives Advertisers Free Access To Shutterstock Images & Multiple Image Uploader

facebook A picture is worth its weight in clicks. Facebook hopes to make it easier for advertisers to find the right image, or set of images, for successful ad campaigns. Today, Facebook announced a new partnership with Shutterstock that gives advertisers free access to millions of stock images from the Shutterstock library. Rolling out in the coming weeks, and the images will be accessible from Facebook's ad creation tool.  Advertisers will be able to search and select stock images for use  in any Facebook ad format. Facebook also announced that, starting today, users can select multiple image [...]

Deeper Dive On A Facebook Marketing Case Study

facebook-banner In last month's article about how great community management is beginning to emerge in smaller organizations, I used an example from Seagull Outfitters, courtesy of Marty Weintraub at aimClear. For this post, I went back to Weintraub for some additional information. Seagull Outfitters is a regionally dominant Minnesota Canoe Area Boundary Waters outfitter. Located at the end of the rugged Gunflint Trail, Seagull Outfitters spend their days facilitating wilderness marine excursions. Prior to the campaign that I'm going to discuss, Seagull's Facebook page was pretty typical. There [...]

Fair Catch: Using Unstructured Data To Reach The Fantasy Football Player

According to market research firm Ipsos, 25.8 million people will play fantasy football this year. With a reach that size, it's no wonder that brand marketers continue to invest in sponsorships and media surrounding the major fantasy football platforms such as ESPN, CBS, the NFL or Yahoo. [caption id="attachment_56189" align="alignright" width="300"] Image via Shutterstock[/caption] In a recent Advertising Age article, Fantasy Football Players Are a Dream Demographic -- If You Can Get Their Attention, we learn that it's not just the reach that attracts the advertisers -- it's the attrac [...]

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