Facebook, attempting to help bridge a gap that may keeping some advertisers from using video in their ads, has rolled out a set of tools to help create mobile-optimzed video ads. After first announcing the tools were coming in July, the platform released a blog with details and timing last week.
In the blog post, Facebook mentioned that “mobile-first creative has a 27% higher likelihood of driving brand lift and 23% higher likelihood of driving message association compared to video ads that are not optimized for mobile.”
While Facebook and Google still own the lion’s share of digital and social media advertising, the landscape at the platform level is undergoing a seismic shift. The days of creating content that is intended to work on multiple platforms are long gone and the era of hyper platform-specific creative is here to stay.
If you advertise on Facebook you may have seen recent updates notifying you that certain targeting options being used in your ad campaigns may soon be going away. Facebook has already removed many targeting options that may allow individuals to be targeted “on topics that relate to potentially sensitive personal attributes, such as race, ethnicity, sexual orientation, and religion.” The rest of the targeting options will be removed in the next 90 days. Read more after the jump…
Have you recently tried to change the headline, image or description of an organic link that you posted to your Facebook Page and found you were unable to? If the content that you’re posting is from an outside source then unfortunately you will no longer be able to do so going forward. However, if you are posting content from your own website (which you should be doing, at least some of the time) then you can take a few simple steps to make sure you are able to regain that functionality so you are delivering content that will perform strongly with your audiences.
After originally announcing that the feature was coming back in October, Facebook has launched a tool that allows people to see all of the ads that have been run from a Page across the entire ad network.
The move is part of Facebook’s push towards more ad transparency and is, in effect, an extension of the political ad tool that went live a little earlier this summer. The tool will allow users to see ads bought on a page by clicking on the Info and Ads tab. The feature, which will showcase active ads running across Facebook, Instagram, Messenger and Audience Network, does not include the audience and spend information that political ads will be forced to share. Users can also not comment or engage with an ad unless they are part of the audience being targeted.
Monday was our final full day in Austin as SXSW 2018 finally winds down. You can see the business-folk start to filter out and the fresh faced music fans start to take over the town with energy that we all left with the weekend.
We can’t hit up SXSW without a stop at Gus’s Fried Chicken. It’s an Austin staple.
Day three at SXSW is now in the books. We ventured into another activation but didn’t have quite the same luck that we did at Westworld on day one. However, some great friends, good food and interesting sessions more than made up for it.
As marketers, one of the first and most important things that we can do for our business is to identify the audiences for our product or service. Our audiences (yes, that should always be plural) are typically defined by a combination of demographics and psychographics that help us fit a diverse selection of human beings into a few loosely constructed boxes. But with an unprecedented amount of data now available to businesses it’s time that we introduce context and circumstance into the equation.
Days one and two at SXSW were as fabulous and weird as ever. Two dinners, one very, very long and one wonderfully quick, a session or two (OK, just one) and a trip to the old West(world) got us immersed in everything Interactive all over again.
Pirhana Sushi delivered a fantastic meal in under 40 minutes (which was fantastic since we didn’t sit down until 9:00 p.m.).
SXSW Interactive is inherently about digital communications. How, as individuals and marketers, we use social media, smart phones and digital advertising to connect, one-to-one or one-to-many.
But the prevalence of these digital tools and our reliance on them to reach large, hopefully targeted, audiences at scale has caused brands to lose touch with the importance of creating experiences that their fans can share both online and off.
GroundFloor Media and CenterTable are once again heading down to Austin to attend the 2018 South by Southwest Interactive (SXSWi) conference. Beginning Friday, March 9 and continuing through Tuesday, March 13 Adrienne Schafer and I will be hitting up as many sessions, panels, brand activations, concerts, networking events and food trucks as we can possibly stomach, and reporting back here on the GFM/CenterTable blog and a variety of social platforms.
The conference has changed quite a bit since we started attending seven years ago. The days of interactive sessions following a strict marketing and social media theme are long gone, replaced with niche programming tracks like health & wellness, sports, food and fashion as well as technology-focused trends like virtual reality, augmented reality and artificial intelligence (we really are living in the future, aren’t we?). But the thread that weaves all these “interactive” subjects together still remains communication, interaction and the place where brands and individuals meet. Change was inevitable as SXSW has grown, but it’s still an experience that can’t be found anywhere else.