How To Be The #1 Trending Hashtag On Twitter: Lessons From Nat Geo’s #KillingKennedy Campaign

nat-geo-twitter-featured The National Geographic Channel regularly uses both organic and paid campaigns to engage audiences on Twitter. For its film, Killing Kennedy, timed to premier the week before the 50th anniversary of the assassination of JFK, Nat Geo wanted to make a big impact on Twitter to build excitement and drive viewership. Armed with Twitter-savvy celebrities and a wealth of visual assets, the team employed Twitter TV ad targeting for the first time to reach beyond its follower base of just over 520 thousand followers. Nat Geo and its agency Mediahub/Mullen encouraged the cast -- including stars Ro [...]


LinkedIn Paid Ads: A Beginner’s Guide

LinkedIn Logo There are lots of ways to spend your digital advertising budget today; but, have you considered LinkedIn? Advertising on LinkedIn is a great choice for many businesses. Below, we'll explore why you should consider it and provide a walk-through of how to create your first LinkedIn ad campaign. Why LinkedIn Gets Overlooked Have you run a campaign on LinkedIn? If not, you are hardly alone. LinkedIn's self-service ad platform often gets overlooked by today's marketers and media planners. This could be due to a number of misconceptions or challenges such as: LinkedIn is not a typical social n [...]


Twitter Adds New Tailored Audiences Options: Upload From Your CRM, Target By Twitter ID

twitter-advertising-featured Twitter debuted tailored audiences just over a month ago to give advertisers more sophisticated targeting capabilities, including retargeting, on the social platform. Today the company announced new ways to create target audiences that should greatly expand their appeal for marketers. A key new feature, Twitter advertisers can now create tailored audiences using email addresses from their CRM systems. Emails are sent to Twitter in an encoded format and then matched to Twitter accounts. The limitation with CRM integrations are is they only work when the user has provided the same email to bo [...]


Facebook Faces More Legal Action From Sponsored Stories: This Time For False Endorsements

facebook Yesterday, Facebook announced it is scrapping parts of its Sponsored Stories ad product -- the ads that show what other users "Like."  It turns out, the same day a Colorado man filed a class action suit claiming the ads were used for false endorsement. The suit alleges Facebook began showing ads that said "Tony DiTirro likes USA Today." DiTirro claims he never "Liked" USA Today's Facebook page or visit the USA Today website. DiTirro was tipped off about the ad by a friend, according to the filing. The suit claims Facebook "knowingly used [DiTirro's] likeness and Facebook profile to adve [...]


Adios, Sponsored Stories: Facebook To Sunset The Problematic Ad Type In April

facebook-sign-featured In an announcement to developers, Facebook said it will be sunsetting sponsored stories. Domain and open graph sponsored stories are no longer allowed and any existing ones will cease to be delivered after April 9th. Facebook wrote: Facebook will sunset the creation of sponsored stories Page post and page like ads already automatically have the best social context (likes and comments) added. You may choose to add share social context by specifying social_prefs=['allow_shares'] on the adgroup. Existing page post and page like sponsored stories will continue to deliver so you must [...]


Will Social Video Ads Change TV Advertising?

FBvideoads Much has been written about Facebook's new video product, which is currently being tested by Summit Entertainment and Mindshare in the US. Much of the commentary has been around how much it will cost, whether it will affect users, data plans, and what its impact will be on Facebook's future profitability. But one area that has yet to be highly discussed is what it might do to the traditional TV spot. Many companies have set their sights on unseating TV's position as the largest recipient of ad budgets in most major markets; but, Facebook's new video product is, in some ways, an acceptanc [...]


Facebook Now Number 2 In US Digital Ad Sales, Thanks To Mobile [eMarketer]

facebook In Facebook's third quarter earnings report this year, the company shared that mobile delivered 49 percent of all ad revenues for the quarter -- up from 41 percent in Q2. eMarketer today released its latest report on US digital ad revenue share by company. Due in large part to mobile revenues, Facebook has overtaken Microsoft and Yahoo to claim the number to spot, with 7.4 percent share of net US digital ad dollars in 2013. Emarketer's earlier forecast showed Facebook continuing to lag slightly behind Yahoo through this year, however Facebook's mobile ad business has helped it surge ahea [...]


4 Top Facebook Advertising Trends And The Stats Behind Them

facebook As Facebook's user base keeps growing, the company has continued to pushed its advertising capabilities with new targeting options, creative formats, and mobile opportunities. Marin Software has put some numbers behind what is driving the top advertising trends on Facebook. The reasons more advertisers are using News Feed ads, mobile targeting, automated ad rotation and Custom Audiences are because each has proven their worth across a number of metrics from click-through rates to conversion rates, according to Marin's index of more than 100 Facebook advertisers. News Feed Ads Have Transf [...]


Twitter Launches Conversion Tracking, Now Available Globally

twitter-new-logo-blue Today, Twitter has announced the global availability of long-awaited conversion tracking capabilities. Conversion tracking gives advertisers better insights into how Twitter ads are driving conversion actions on their sites. Twitter's conversion tracking tag captures the impact of users who engaged with Promoted Tweets as well as those who simply viewed a Promoted Tweet, what's often referred to as a view-through conversion. In addition to clicks, engagement attribution includes Tweet expands, retweets, replies, favorites and follows. Advertisers can adjust the attribution window for bot [...]


Influencer Marketing: How Google Will Change The Game

Influencers_Altimeter I hear a lot of buzz about influencer marketing -- how it has evolved, how it comes in different flavors and how brands are using it -- but I never hear anyone talk about Google’s plans to change it... dramatically! An Emerging Channel When brands first began to capitalize on the power of influencer marketing, they tried to do so with casual and subtle efforts that often included complimentary products or other perks. Moreover, they usually kept their efforts "under the radar." Traditional blogger outreach programs are a good example of this, where brands would give product samples to blog [...]


WSJ: Facebook Launching Video Ads This Week

facebook-video-300px NOTE: The WSJ report was mostly correct. Facebook did announce more video ads today, but it's only a test and involves one advertiser. For more, see our more recent coverage: Bring On The News Feed Commercials: Promoted Video Ads Officially Land In The Facebook Feed. Facebook appears set to end 2013 with one of the biggest changes to its News Feed yet: video ads. The Wall Street Journal reported early Tuesday morning that Facebook will begin showing video ads in the News Feed -- on both desktop and mobile devices -- on Thursday. If it happens, it'll be about a year since video ad rumors [...]


Twitter Expands Promoted Accounts Into User Timelines On Mobile

Twitter Logo Twitter is opening up one of its current advertising tests to all advertisers. The test has involved showing Promoted Accounts in the regular user timeline on iOS and Android devices, not just in the "Who To Follow" recommendations. Twitter has been testing this with some of its advertisers, and announced today that the test is expanding to all advertisers globally. From today's post: These recommendations leverage Tweets as a call to action and display natively in the home timeline. For example, a new coffee shop could run a geo-targeted Promoted Accounts campaign in timeline to build [...]


3 Ways Marketers Can #Win With Twitter’s New Tailored Audiences

Chango_Twitter03 Today, Twitter and several platform providers announced the official launch of Tailored Audiences, giving marketers the ability to target individuals using their own first-party data and any third-party data. Until now, Twitter's advertising solutions were based solely on the data they had about their users. Facebook took a similar step to open their inventory to external data with the creation of the Facebook Exchange, a move that brought them a rush of new ad dollars. Tailored Audiences is about giving the marketer the ability to decide who to target based on external data, and it is bou [...]


Twitter Now Lets More Advertisers Target TV Show Conversations

twitter-tv-250px Today, Twitter announced a new ad product that allows all advertisers to target users who are tweeting about TV shows, not just those advertisers who are also running spots on those shows. Twitter's TV ad targeting product, launched earlier this year, lets television advertisers promote tweets to users who are referencing the shows in which their ads are appearing. Now TV conversation targeting opens this type of engagement up to those companies that aren't running TV ads in the specific shows they want to run promoted tweets against. "Now advertisers can easily reach Twitter users expos [...]


Twitter Expands Mobile Ad Targeting To Device, OS Version, WiFi

Twitter logo Today Twitter announced new options for targeting ads on mobile devices. No longer limited to device targeting, advertisers can now segment audiences based on mobile operating system version, specific device and whether or not the devices have WiFi connectivity. For example, app marketers can target only those users with compatible OS versions and with the WiFi capability to support an app download or app card engagement. The targeting capabilities will also allow marketers to advertise to users with devices that align with their campaign goals and their target customers based on existing a [...]


Facebook Expands Partner Categories Including More Targets For Retail And Automotive

Facebook Logo Facebook announced it is expanding the list of partner categories that advertisers can target from 500 to more than 1,000. The audience segments are pulled from Facebook's third-party data partners Datalogix, Axciom and Epsilon. The Ahead of the holiday season, Facebook is emphasizing the additional partner categories that are relevant to retail and automotive brands, in particular. The new categories include "active buyers" targets such as Shopping > Women's Apparel – Accessories: Active buyers of women's accessories. A deeper level of automotive audience targets are also availab [...]


Twitter Quietly Adds ZIP Code Targeting For US Advertisers

twitter-local-pin-250px Twitter advertisers have a new tool for promoting their tweets or accounts to very specific areas: US ZIP code targeting. It's an addition to the existing geo-targeting options, which already include country-, state-, province- and metro-level targeting options. Postal code targeting is only available for US addresses at the moment. There was no formal announcement of ZIP code targeting, but a Twitter spokesperson tells us that it was made available to US advertisers a few weeks ago. Social Media Today spotted it late last week. ZIP code targeting might be attractive to small/loca [...]


With @TwitterAdTips, Twitter Now Gives Advertising Advice Via Direct Messages

twitter-ad-tips-sm It's fascinating to watch Twitter evolve its direct message system into a marketing and engagement tool. The latest example of that is a new account called @TwitterAdTips that's specifically built for Twitter's advertisers. It promises "personalized tips to improve your Twitter Ads account performance." And it's going to share those tips via Direct Messages. It's the latest of several recent products/accounts that are starting to change what the Direct Message (DM) system can do. In June, Twitter launched the @MagicRecs account that sends content and user recommendations via DM ba [...]


Facebook: 20 Million Small Businesses Have Pages, Small Fraction Are Advertisers

facebook-pages-open-featured Facebook has reached another milestone: 20 million small businesses are using Facebook Pages. But only a small fraction of those are spending money on any of Facebook's ad products. That's the word from Facebook COO Sheryl Sandberg, who shared the data during today's Q3 earnings call. The company's report focused, as it is usually does, on mobile and user growth, but small business growth is no less important and -- from a business perspective -- perhaps more important. Sandberg also revealed that Facebook had about one million advertisers during Q3. "It's really hard to get small bus [...]


Quantifying The Reach-Efficiency Tradeoff In Facebook Advertising

Any marketer that has tried running paid advertising campaigns on Facebook knows it is one of the most complex auction-based ad marketplaces that exist today. Constantly moving targets, rapid ad fatigue, and lack of transparency around the effects of bids and budgets on performance make it difficult to optimize these campaigns. However, sophisticated optimization strategies are impossible without understanding the mechanics of how ads are served on Facebook. To this extent, we examined performance of over 500 Facebook ads over a 3-month period in order to shed some light on how the Facebook [...]


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