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Facebook Will Dominate Advertising For Years To Come
Despite the seemingly high bar set, Facebook’s second quarter earnings blew past expectations. However, the bigger issue here is that Facebook’s longer-term picture is probably one of the best on Wall Street (maybe the best) and CEO Mark Zuckerberg hinted on the earnings call Google’s search business is in his sights.
On the earnings call, Zuckerber said that users are doing more than 2 billion searches per day, a significant amount.
This isn’t the first time Facebook has talked about search — you have to go back to 2012 (such a long time ago in tech) to hear where Zuckerberg first talked about search. Since then, the company has continued to innovate and experiment with the search bar at the top of the app or the website, but it was something Zuck said afterwards, when talking about commercial search that caught the eye of Wall Street.
When asked by an analyst how far the company was from commercial search, he responded: “We’re in the “second phase” of three phases of monetization.” That right there signals that while Facebook is still more than happy to generate revenue from mobile ads (mobile ad revenue this quarter was $5.2 billion, or 84% of all ad revenue), it’s looking at going after the lucrative search market as well.
This is music to the 3 million companies that advertise on Facebook, with the Menlo Park, Calif.-based company’s marketers’ ears, with Facebook’s 1.03 billion mobile daily active users (it ended the quarter with 1.71 billion monthly active users in total, a mind boggling number!) and 1.13 billion daily active users searching left and right for things like the Democratic National Convention, Chewbacca Mom, or whatever else their heart desires.
As if that wasn’t enough, Instagram just surpassed 500 million monthly active users (300 million of them check the app/site once a day), Messenger just surpassed 1 billion monthly active users and WhatsApp, the seemingly forgotten platform (at least as it relates to Wall Street’s eyes), has over a billion monthly active users.
Add all of that up, along with the increased push towards video ads, which have higher CPMs (cost per thousand views), plus increased engagement on Facebook, Instagram and Messenger (Zuck said time spent increased double digit percentages, up from 50 minutes a day the last update given) and you have the makings of a company that Wall Street hasn’t seen in a long, long time.
Maybe ever.
Long live the ‘book.
via Nasdaq
- Published in Facebook, Social Media Video, Video Advertising
Video Ad Spending on Social Platforms Rising Fast
Ever since Facebook began selling autoplay video advertising in 2014, the other major social properties—Twitter, Instagram and Snapchat—have become equally aggressive at courting video marketers. As a result, social video spending is growing quickly, as explored in a new eMarketer report, “Video Ads in Social Media: With a Full Slate of Ad Products, the Social Properties Take Aim at TV.”
In a February 2016 survey from RBC Capital Markets and Advertising Age, 12% of US marketers had already purchased autoplay video ads on Facebook and an additional 57% were likely to in the next six months. Only 7% said they definitely would not buy Facebook autoplay ads.
In a study of its clients’ advertising activity on Facebook in North America, ad automation software company Nanigans found that spending on mobile video ads increased 26% between Q4 2015 and Q1 2016. For gaming advertisers in particular, 35% of mobile ad spend in Q1 2016 went to video. Video’s share of gaming companies’ mobile ad spend grew 122% between Q1 2015 and Q1 2016.
via eMarketer
- Published in Facebook, Instagram-ads, Pinterest, Social Media Video, Twitter, Video Advertising, YouTube
71% Of Marketers To Run Video Ads On Social Media This Year
70.8% of marketers are planning on running video ads on social media over the next 12 months, according to research by cloud-based video creation service Animoto, as reported by eMarketer.
Of the marketers planning to run video ads on social, the majority plan to do so on Facebook (65.8%), followed by YouTube (42.3%), Instagram (27.4%), Twitter (21.6%) and LinkedIn (10.3%).
The study highlights the emergence of video for Facebook. Previous research from December 2015 by market research firm Advertiser Perceptions showed marketers favoring YouTube for video ads (72%) compared to
Facebook (46%).
Video is becoming an increasingly important medium on mobile and social.
Social media platforms are going all in on video. Facebook updated its news feed algorithm to emphasize video, while both Facebook and Twitter have been vigorously promoting new live video streaming features on their platforms.
Video is also one of the most popular content types for mobile users, while consumers are watching digital ads on mobile at a fast-growing clip. Facebook received a whopping 84% of its ad revenue from mobile during the last quarter, and Google announced earlier this year that it is now serving more search queries on mobile than on desktop.
Facebook VP Nicola Mendelsohn predicted that the social media platform “will be definitely mobile” and “probably all video” in five years.
Marketers need to understand where their target audiences can be found, but if they’re on social and/or mobile, it’s a good bet that video messaging is an effective way to reach them.
via MarketingDive
- Published in Automotive Marketing, Facebook, Instagram-ads, Pinterest, Social Media Video, Twitter, Video Advertising, Video Marketing, YouTube
Social Media Video – Hot in 2016 🔥
Social Media Video – Hot In 2016 🔥
Social Media Video = Social Media + Online Video Marketing & Advertising. It’s popularity has been increasing incredible amounts over the past years on platforms way beyond the king of video, YouTube.
While YouTube probably pops into your mind when you think of online video, it’s definitely not the only platform embracing the massive potential for digital video content. Facebook, Twitter & Instagram have all pushed into the online video world over the past year… all in the race to grab more advertiser dollars, given the immense power social video has.
Digital video ad spend is growing at a rapid pace. According to a report from eMarketer,” 2015 State of Video,” total ad spend allocated for digital & social media has nearly doubled in the past year. 68% of marketers also plan to
increase their digital & social media video budgets in 2016.
2015 really has been a landmark year for digital & social media video. It tied with social media use overall in 2014 when it comes to average time spent/day engaging with different digital activities. In 2015, digital video finally pulled ahead.
So, what kind of devices are we watching digital & social media video on? More and more, we are using our tablets and smartphones. Tablet use has had the greatest annual growth from 2011 to 2015 @ 120%. And we’re not just watching on the go. We’re also tuning into content on our connected TVs, otherwise known as smart TVs, with an increased usage rate of 23%. The content world has been pushing in a mobile-first direction, and social media video is no different.
2016 offers businesses and brands of all sizes an opportunity to experiment with social media video marketing & advertising that’s custom-made for platforms like Facebook, YouTube, Instagram & Twitter vs trying to re-run TV spots on social platforms.
As the speed of digital marketing & advertising continues to pick up speed… it’s better to start now vs being left behind.
- Published in Facebook, Instagram-ads, Social Media Video, Twitter, Video, Video Marketing, YouTube
Synced Facebook & Instagram Ads – The New Normal?
Advertisers have their best chance yet to double flank consumers on social media as Instagram continues to expand its advertising capabilities by building on what Facebook started long ago.
Instagram Ads are powered with Facebook’s huge collection of interest-level user data, and the developments beg the question: Will well-budgeted campaigns now almost always include both Facebook and Instagram ads?
New Instagram partners like Adobe, Salesforce, 4C, Spredfast, Hootsuite and AdParlor also often facilitate ads on Facebook. And since their platform-based allegiances are spread wide while also typically working with YouTube, Twitter, Pinterest, Snapchat, etc., we thought it would be interesting to ask them if Facebook Inc. in essence could become a one-stop shop for social campaigns.
“We anticipate growth with the extended reach into Instagram leveraging Facebook’s powerful targeting options,” said Monica Lay, senior product marketing manager, Adobe. “Many are still in test and learn phase, particularly around direct response, so it’s hard to quantify and estimate at this early stage.”
Eric Stahl, svp of product marketing, Salesforce Marketing Cloud, said, “Advertising on either Instagram or Facebook should not be thought of as part of a silo’d social-media budget, but as a core component of the advertising budget, especially as customers spend more and more of their time on mobile devices.”
Aaron Goldman, chief marketing officer, 4C, added, “Having a streamlined solution to adapt content from one platform to another will be essential for advertisers who will want to achieve the most value from their assets and manage campaigns at scale.”
So the answer is, Yeah, you’re going to see ads in concert from the same marketers on Instagram and Facebook a lot of the time.
And it’s not terribly difficult to understand why—the amount of time mobile users spend on either Facebook or Instagram is staggering. According to Instagram, one in five minutes spent on mobile devices is spent on either of the two platforms, a statistic that illustrates one of the reasons monthly and daily user counts continue to skyrocket.
“It’s hard to say that democratizing access to Instagram ads to both developers and businesses will not grow ad spend,” said Zaz Floreani, senior director of business development, Spredfast.
According to Hootsuite, the social advertising industry continues to steal budgets from traditional channels, especially as platforms like Instagram and Facebook are able to increase their ability to measure ROI for social promos. Because of that, large-scale Instagram Ad growth should be expected.
“Instagram Ads provides access to a very large, very engaged audience,” a spokesperson told Adweek. “The fact that you can use the same rich Facebook targeting criteria on Instagram will make it massively effective for advertisers looking to get their products or services in front of exactly the right people at the right time.”
Paul Van Winssen, director of operations and client services, AdParlor, said his clients are excited about the possibilities. He didn’t name specific brands, but AdParlor works with everyone from Walmart to Molson Coors to MGM Resorts International.
“Brands and agencies are still exploring where Instagram Ads fit into their overall marketing mix, but we can say nearly everyone we’ve spoken to is interested to give it a test drive and see how it works for their business,” he said.
via Adweek
- Published in Facebook, Instagram-ads, Social Media Video, Video, Video Advertising
Facebook Video Ad Spends Tops Photo Ads
Facebook Video Ad Spends Rising
The third quarter of 2015 marked the first time spending on Facebook video ad spending topped spending on photo ads, according to SocialCode, a Facebook Marketing Partner.
SocialCode attributed the surge in Facebook video advertising by its clients to the social network’s introduction of target rating point buying for video ads, which enables advertisers to buy Facebook ads much in the same way they purchase spots on television.
The company found that Facebook video ad spending accounted for 29% of its clients’ Facebook ad spending in the third quarter, up from 23% in the second quarter of 2015 and from 14 percent in the third quarter of 2014.SocialCode added that advertisers spent 206% more on Facebook video ads during the first three quarters of 2015 than during the same period in 2014.
via Adweek
- Published in Facebook, Video Advertising
Social Video – Big For Brands In 2016 💥
Social Video = Massive Marketing & Advertising Opportunity
First of all, let’s clarify what “Social Video” is.
Social Video = Social Media + Online Video Marketing & Advertising.
Essentially, creating video content that is designed for social media platforms such as:
Your Social videos need to be designed specifically for social networks. This is because social video appears in different ways on different social networks, and each network has a unique audience with different behaviours.
Many people confuse social video with viral videos, but there’s a massive difference. Social media videos may not get millions of views and can still be deemed a big success. For example: if your company sells something very niche, the story of how your business can help could be a big success with only 2000 views, if those views are by your exact target audience and/or generate leads.
Social video also is extremely unique in its ability to convey a powerful message to viewers, in a way that static forms of marketing & advertising can’t. Social media networks also favour online video in their algorithms, knowing this rich form of content is more appreciated by it’s users.
Businesses that don’t invest in social video very soon really do risk being left behind. In a recent survey by the Content Marketing Institute, over 73% of marketers reported using online video as a marketing tactic. 69% of businesses are already creating videos specifically for social media. In that same survey, almost 70% of businesses say their budgets for social online videos are increasing. It’s clear that companies are beginning to recognize the power of these videos. If you’re not investing in social video yet, your competitors probably are.
Some of the ways social video can drive results is via:
– increasing brand awareness
– generating leads
– increasing online sales (conversions)
– customer service/support, etc…
The ROI of social videos will depend on which way you choose to use it. Every business will have differing targets & goals when it comes to the use of social video. If your social media videos are being used for lead generation, leads generated through the video should be tracked. If social video is being used to sell a product via your website, sales & conversions should be tracked. If you’re looking for results beyond brand awareness, the key is to set specific goals and track the success of your social videos using widely available analytics. It’s only through tracking that you will learn what connects with your audience and what doesn’t, allowing you to refine your video strategy as you continue creating social videos in the future.
- Published in Facebook, Social Media Video, Twitter, Video, Video Advertising, Video Marketing, Video Production, YouTube
Best Bang For Your Buck: Facebook or YouTube Video?
Like many major marketers, Reebok wondered where its digital video ad dollars might be better spent—Facebook or YouTube video —and it partnered with Pixability to find out. The company tested its campaign by Venables Bell & Partners, featuring NFL player J.J. Watt endorsing the ZPump Fusion sneaker.
The results showed combining YouTube and Facebook buys is the most effective method for marketers.
YouTube had a higher video view rate (23.6% of people who scrolled past the video viewed it versus Facebook’s 5.4%) and video completion rate (20.4 percent versus Facebook’s 4.5 percent) as well as a lower cost per view. But Facebook had higher engagement.
“You want to meet the needs of the consumer. It depends on the time, where they’re going to be able to watch it, when they watch it,” said Jessica Ruscito, Reebok’s director of U.S. media and digital branding. “You want to make sure any time that a consumer wants to engage with your brand, you’ve got the content to deliver upon that need.” Pixability and Reebok noted it’s hard to make a direct comparison between the two platforms since Facebook’s “interactive elements” (Likes and Shares) are “simpler, easier to understand and take up more screen real estate.”
via adweek.com
- Published in Facebook, Video, Video Advertising, YouTube
Facebook: “A” Grade – Social Ad Targeting
Paid advertising on social media properties is delivering a solid return on investment, according to marketers in a recent eMarketer’s report called “Social Advertising Effectiveness Scorecard: Industry Execs Grade the Leading Platforms.”
“The executives we interviewed said one of the key strengths of paid social media advertising is its targeting capabilities,” said eMarketer principal analyst Debra Aho Williamson.
“Marketers consider Facebook an extremely sophisticated targeted advertising platform, while Pinterest benefits from its strong connections with ecommerce and purchase intent.”
eMarketer asked executives from 29 companies to grade the “Big Three” social properties—Facebook, LinkedIn and Twitter—and the “Emerging Three”—Instagram, Pinterest and Snapchat—in a range of categories, including creative capabilities, ad targeting, measurement and ROI.
Also noteworthy is the video ad category. Facebook’s entry into video advertising has created new opportunities for marketers, leading some to predict it could take ad dollars away from YouTube.
- Published in Facebook, Social Media Video, Video Advertising
Facebook Hits 8B Video Views Per Day
Facebook Hits 8 Billion Video Views/Day, Challenges YouTube
Did you know?
- More than 1 billion people use Facebook every single day
- 1.39 billion people now use Facebook on mobile devices, including more than 1 billion on Android
- There are 8 billion daily video views on Facebook
- More than 500 million people watch videos on the site daily
- In September 2015, over 1.5M small businesses posted video to Facebook, including native uploads and video ads.
Zuckerberg wanted to make it clear that Facebook is focused on investors, who are focused on advertisers, who are focused on reach – particularly mobile reach. It’s clear that he wants video advertisers to use “views” as a standard metric, even though comparing YouTube views and Facebook video views is like comparing apples to oranges.
Zuckerberg also stated that new video tools for Facebook pages are live, and that the site has been testing a dedicated video section. He confirmed that:
“Over the next few years, video is going to be some of the most engaging content online. And by continuing to innovate here, we have a chance to build the best place to watch and share videos”.
Yep, he just declared war on YouTube, which allows over a billion people to discover, watch and share originally-created videos. The big difference between the two is YouTube focus on helping people discover videos – and YouTube’s Content ID program, which ensures that what gets discovered are “originally-created videos.” Facebook is focused on watching and sharing videos.
Sheryl Sandberg, Facebook’s COO, shared a couple of more nuggets of news. She stated that revenue from mobile ads was up 73% year on year to $3.4 billion and grew 73% year-over-year. That means that mobile accounts for around 78% of Facebook’s total revenue from advertising. So, Facebook is focused on mobile.
“The average American adult spends 25% of their media time on mobile, and Facebook and Instagram together continue to account for over 1 in 5 minutes on mobile in the US”.
Mobile, mobile, and mobile. Get it? Got it? Good. Sandberg stated that Facebook was a good fit for marketers as it has “the best performing mobile ad products, and video is making them even better”. She believes that Facebook video gives the marketer a chance to reach a mass audience, with great cross device targeting and measurement”. “Our third priority is making our ads more relevant and effective. Carousel ads show multiple images, and now videos, and drive 30% to 50% lower cost per conversion than single-image link ads”.
Video marketers are indeed faced with a two-party system. According to eMarketer, global mobile ad spending is expected to be $72.1 billion this year, and Google’s share of this market is projected to be 33.7%, while Facebook’s share is forecast to be 17.4%. And, according to comScore, the Top 6 – and 8 of the Top 9 – apps in the U.S. are owned by Facebook or Google.
Today, some casual observers may mistakenly believe that it doesn’t matter whether you choose YouTube or Facebook video. But, there’s a big difference between YouTube’s and Facebook’s world view of video marketing and video advertising.
Facebook is primarily focused on advertisers. Facebook is focused on views – and says a “view” is reached at the three-second mark whether or not the viewer has even turned on the sound. In contrast, YouTube has a more balanced concern for partners as well as advertisers. YouTube also has a more balanced concern for giving viewers choice over which ads they watch and connecting brands with a more engaged audience. In fact, with TrueView ads, you don’t pay for random impressions or maybe-they-saw-its. The viewer has to choose to watch your video or there’s no charge. YouTube not only urges advertisers to go beyond impressions and clicks, it also offers Google’s Brand Lift solution to help them measure brand awareness, ad recall, and brand interest.
Finally, if you’re looking for a recent example of the impact of video ads, check out this one: P&G’s Gillette generated buzz for its latest razor, Gillette BODY, by targeting a rapidly expanding audience of body-grooming men. With a digital-first strategy anchored by YouTube TrueView ads, Gillette reached millennial males with their “100 Years of Hair” video ad.
The results: over 84% of the 13.5 million total viewers finished most of the video, there was a 211% lift in searches for the Gillette brand, and the video ad generated over 500,000 clicks to buy.
- Published in Facebook, Video Advertising, YouTube