Study: Facebook Ads That Tell A Brand Story Beat Traditional Performance Ads

Adaptly Facebook test of Refinery29 funnel ad series vs. standard CTA ads [caption id="attachment_91128" align="aligncenter" width="600"] A new study tested a sequence of Facebook ads (left) that took users through the marketing funnel versus a set of standard  call-to-action ads (right).[/caption] What if, instead of focusing on getting the immediate conversion from key prospects, a social media ad campaign served a set of creatives sequentially to tell the brand story and lead viewers through the marketing funnel before going for the hard sell? A new study shows that a sequential story-telling social media ad campaign can outperform a typical campaign in wh [...]


WPP Doubling Twitter Ad Spend This Year To $100 Million

WPP Doubles Twitter Ad Spend WPP, the world's largest advertising holding company, is doubling its commitment to Twitter this year. WPP CEO, Sir Martin Sorrell, mentioned that his company will spend about $100 million in 2014, up from $50 million in 2013, during a conversation with Twitter CEO, Dick Costolo, and President and CEO of Viacom, Philippe Dauman at Cannes Lions last Friday. WPP and Twitter signed a deal last June that focused on using Twitter data and analytics to inform client strategy on the platform. During the Cannes chat, Sorrell mentioned that he doesn't believe in making defined ad spend commitmen [...]


New Study Charts Influence Of Facebook Ad Spend On Paid Search Conversions

Following up on last year's study that found increased Facebook advertising yielded higher paid search conversions, Kenshoo released new data and a formula for determining the ideal Facebook spend required to move the needle on paid search. The study, conducted by Kenshoo and commissioned by Facebook, analyzed the paid search performance of data services company, Experian, in which some segments were exposed to Facebook advertising while others saw paid search ads only. For the three groups also exposed to Facebook advertising, on average, total conversions increased by 19 percent, conv [...]


Tumblr Ads Can Now Run Across Yahoo Via Yahoo Gemini

tumblr-featured In a sign of how Yahoo's new mobile search and native ad marketplace, Yahoo Gemini, is becoming integral to the company's ad growth plans, Yahoo announced today that Yahoo Gemini will power the syndication of Tumblr Sponsored Posts across Yahoo content. For the first time, content from Tumblr Sponsored Posts will be seamlessly promoted across Yahoo and Tumblr, which reach more than 800 million average monthly visitors. Tumblr Sponsored Posts are now integrated and available through Yahoo Gemini, the industry’s only marketplace where advertisers can buy mobile search and native advertising. [...]


New: Twitter All Access Program Launches To Help Businesses Advertise & Use Twitter

twitter-all-access-600 A select group of Twitter users are being invited to Twitter All Access, a new program "packed with benefits to fuel your business." The program appears to be an attempt at spurring these businesses to increase their use of Twitter, including its advertising products. The email invitation congratulates the recipient on his/her "hard work building your Twitter presence to grow your business" and promises the following free benefits from signing up for Twitter All Access: Access to a Twitter Ads expert. You'll receive a free consultation to further amplify your presence on Twitter. R [...]


AdRoll’s Desktop-To-Mobile Retargeting On Facebook Now Out Of Beta

adroll moble retargeting Today, retargeting platform AdRoll announced the full roll-out of its solution to execute cross-device retargeting campaigns in Facebook apps. Introduced in beta in February, the self-serve solution allows advertisers to retarget desktop visitors in Facebook's iOS and Android apps on smartphones and tablets to help re-engage past site visitors on their mobile devices. The solution supports Mobile News Feed ads and Mobile App-Install ads. AdRoll says early tests yielded click-through rates between one to three percent, cost-per-click from $0.20 to $1.00 and cost per installs that were as [...]


New (Almost Anti) Social Network Leverages Robots To Help Communites Connect

Bot-appetit Want to communicate more freely and build deeper relationships with your neighbors? How about doing so with a pizza delivering robot? The new social network for neighbors will help communities collaborate through technology including robots (really!). Founder Raj Abhyanker's goal with fatdoor is to create a connected community for the traditional disconnected real-life neighborhood. This would include the ability for neighbors to sent waning messages about crime, deliver food via drones or film block parties. They've even included the Bot Appetit, a 3 foot high rover that scoots alon [...]


Kenshoo Brings Search Intent To Social Retargeting On Facebook

Kenshoo Intent-Driven Audiences For Facebook Advertisers can now bridge the gap between search intent and social retargeting. Kenshoo's new Intent-Driven Audiences match clicks on search ads to audiences in Facebook. Kenshoo developed the solution with Facebook to allow advertisers to target users who clicked their ads on search engines like Google, Yahoo and Bing when they browse Facebook. A build on Facebook's "custom audiences", which allow brands to import first-party data such as email addresses or use a tracking pixel on their own sites to retarget their site visitors on Facebook, Intent-Driven Audiences brings search-intent [...]


New Display Research: State Of The Industry Retargeting Report #4

soti-retargeting-q2-2014-chango The fourth edition of the State of The Industry Retargeting Report has just been published and with some surprising results. With the support of Digiday, the survey (conducted by my employer) received responses from 333 agency executives and 117 brand executives; questions covered site retargeting, paid social marketing and mobile marketing. Paid Social (FBX, Twitter Tailored Audiences and LinkedIn) has shot onto the scene relatively recently; yet, respondents reported having their own dedicated budgets for them and reported this channel as their path to solving the problem of connecting [...]


Pinterest’s Promoted Pins Move Into Paid Test Phase

Pinterest Promoted Pin Example Whether Pinterest could make a go of its Promoted Pins, the platform's first ad product that debuted last fall, seemed to be a question of when not if. When has arrived. Today, Pinterest announced today that, while still in testing phase, brands are now paying for Promoted Pins. The dozen or so brands included in the paid test include ABC Family, Banana Republic, Expedia.com, Kraft, Old Navy and Target. "These brands will help us test Promoted Pins to make sure they’re tasteful, transparent, relevant and improved based on Pinner feedback— so that Pinterest continues to be a great e [...]


Twitter Advertisers Can Now Target Promoted Tweets & Accounts In 20 Different Languages

multilingual-languages-international-600 Starting today, Twitter advertisers can target promoted tweets and promoted accounts in 20 different languages and access language-specific analytics. Twitter's language targeting is available globally through the Ads API and can be used in conjunction with targeting options already available on the platform such as geographic, keyword, interest, gender and tailored audiences. As an example, Twitter offers: a travel brand that wants to reach Spanish-speaking travelers in the U.S. can combine U.S. geo-targeting, travel-category interest targeting and Spanish language targeting to effect [...]


Twitter Expands Geo-Targeted Ads In 8 Countries

twitter-logo-600 Twitter has announced an expansion of its geo-targeted ads in eight countries. To be clear, this isn't eight new countries just getting access to geo-targeted ads; it's deeper geo-targeting in countries that could already be targeted with country-level ads. Advertisers can now do state/region targeting with their Twitter ads in these countries: Australia France Indonesia Italy Japan Mexico The Netherlands United Kingdom Twitter says this means there are now 12 countries where state/region geo-targeting is available, and more than 200 countries are available for count [...]


Facebook Gives Heineken Its Top Award For The Brand’s “If We Made It” Campaign

Facebook Studio Awards Facebook announced the winners for its third annual Studio Awards today, giving the top honor, the Blue Award, to Heineken USA for its Newcastle Brown Ale "If We Made It" campaign. Created by the ad agency Droga5, the campaign enlisted a number of celebrities to star in a spoof Super Bowl ad, or as the ad claims, the spot Heineken would have made if it had the budget for a Super Bowl ad. According to Facebook, the Studio Awards recognize brands and agencies using the social media platform for creative storytelling. "The Studio Awards don't simply celebrate the best work," said Faceboo [...]


Adobe Report: Facebook’s Ad Business Is Showing Continued Growth

adobe-social-engage The foundations of Facebook's advertising business appear very solid according to Adobe's first quarter Social Intelligence Report. Clicks on Facebook ads, ad impressions and click through rates are all soaring, both year over year and quarter over quarter. Clicks are up 70% (YoY) and 48% (QoQ), ad impressions 40% and 41% and click through rates 160% and 20%. That's good news for the social network, which will announce its first quarter earnings later today. The news is also positive for brands trying to reach Facebook's 1.25 billion users with marketing messages. Adobe reports that [...]


Spending On Facebook Advertising Soared 83% YOY In Q1, Nanigans Report Shows

nanigans Advertisers on Facebook increased spending by 83% in the first quarter of 2014 compared to Q1 of 2013, according to data from online advertising software provider Nanigans. Also in the report (which can be downloaded in full here): Spending in Q1 dropped slightly -- by 5% -- compared to the fourth quarter of 2013. Cost per click rates increased 10% from the fourth quarter, likely due to increased competition for targeted audiences and content in the News Feed, leading to a spike in demand. Impressions were down 17% QOQ and 48% YOY, showing there are fewer but higher value impres [...]


Report: Advertiser Revenue From Facebook Ads Rose 191 Percent YoY, 12 Percent From Paid Search

Search vs Social Trends Q1 Kenshoo Advertisers saw revenue from Facebook advertising shoot up 191 percent year-over-year in the first quarter of 2014, while paid search drove revenue increases of 12 percent on the year. That's according to Kenshoo's quarterly look at ad campaigns run through the platform. A new infographic shows both paid search and Facebook advertising experienced strong year-over-year growth in the first quarter of 2014. Seasonal dips from Q4 were expected after coming off a strong holiday retail season. [caption id="attachment_80279" align="aligncenter" width="600"] Source: Kenshoo Q1 2014 Search & [...]


Bizo Aims To Scale Anonymous Visitor Nurturing, Extends Marketing Automation To Display & Social Ads

bizo-logo Marketing automation continues to move beyond email drip campaigns. Today, B2B audience targeting firm Bizo launched a new version of its Multi-Channel Nurturing solution aimed at scaling outreach to anonymous website visitors who don't provide contact information or sign-in during their visit, which can be more than 95 percent of visitors according to a SiriusDecisions Benchmark study. The solution extends nurture campaign targeting to display and social advertising. The initial version of Multi-Channel Nurturing, introduced in October 2013, was only available to Bizo and Eloqua customers [...]


Facebook Adds More Targeting Power To Lookalike Audiences

facebook-target-aim-featured Facebook announced today it is adding more targeting capabilities to lookalike audiences. Now advertisers will be able to create audiences based on the people who visited their websites, use their mobile apps or are connected to their Facebook pages. Whereas back in the olden day of last week, advertisers could only create lookalike audiences based on CRM data like email addresses, phone numbers and user IDs. The expanded targeting options will give advertisers more opportunities to scale their campaigns while still maintaining a fair amount of targeting control. Here's the rundown of [...]


Google Steps Up Wildfire-DoubleClick Social Integration, Wildfire Stops Taking New Customers

wildfire doubleclick logos Google acquired Wildfire back in 2012. The Wildfire Social Marketing Suite helps businesses manage the day-to-day activity of social content and ad management on social networks like Facebook, Twitter, Google+ and Pinterest from one platform. Last year, Google began integrating the Wildfire technology into the DoubleClick Digital Marketing platform. The initial phase of the integration, completed last year, allowed marketers to see social advertising performance metrics alongside their other digital advertising efforts in the DoubleClick Marketing dashboard. At the time DoubleClick’s Vice [...]


Instagram Strikes First Big Ad Deal In A Win For Facebook

instagram-featured Instagram had tip-toed into advertising, debuting ads in users' streams just last November. Today, it's reportedly moving into the big leagues with a new advertising deal inked with the agency holding giant Omnicom. Ad Age reports the deal is worth up to $100 million. The deal opens up ads to the brands working with agencies under the Omnicom umbrella such as Omnicom Media Group, DDB, BBDO and TBWA/Chiat/Day. "This doesn't change our advertising strategy moving forward -- people will continue to see a limited number of beautiful, high-quality photos and videos from select brands who alread [...]


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