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Pedro Gonçalves

Chinese Viewers Flocking to Brands' Online Mini-Movies - 0 views

www.brandchannel.com/...inas-Branded-Content-2013.aspx

China Branded Content Content Marketing

shared by Pedro Gonçalves on 24 Jan 13 - No Cached
  • In China, he said, online branded content is "the only thing that makes sense in advertising." 
  • DiIanni said Chinese audiences want stories and "want to engage with content and social media." But he cautioned that "brands need to be flexible and open to new ideas" in content. Too often in his experience, he said, brands do not see the opportunity in some roles offered in content. 
  • Sirena Liu, founder and president of Filmworks China, an agency that also specializes in assembling content for brands, doesn't think the branded content in its most recent form will necessarily last forever. "The trend of mini-movies will continue to be popular for a while, but probably not for too long," Liu told brandchannel.
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  • Liu reasons that the high costs of production and promotion make branded content one of the riskier propositions. "The brands will soon realize that it makes more sense to do placement in a high-profile film," she said. "Less cost, more exposure."
Pedro Gonçalves

Super Sell Out: Morgan Spurlock's "Greatest Movie Ever Sold" Bows at SXSW | Fast Company - 0 views

www.fastcompany.com/...t-movie-ever-sold-bows-at-sxsw

Product Placement Brand Placement

shared by Pedro Gonçalves on 14 Mar 11 - No Cached
  • Pedro Gonçalves on 14 Mar 11
     
    ANYA KAMENETZ
Pedro Gonçalves

Tumblr Introduces New Trending Ads on Mobile | Adweek - 0 views

www.adweek.com/...-brands-trendy-position-154240

Tumblr Online Advertising

shared by Pedro Gonçalves on 03 Dec 13 - No Cached
  • Tumblr is letting brands buy their way into the list of what's trending on the platform's mobile product.  The Yahoo-owned social blogging site said today that it would sell Sponsored Trending Blog placements to brands looking to post messages via Tumblr's mobile app. The new ad format is Tumblr’s second on mobile and fifth advertising product overall
Pedro Gonçalves

Facebook Exchange Retargeting In the News Feed | Optim.al - 0 views

optim.al/e-retargeting-in-the-news-feed

Social Marketing Facebook Exchange FBX

shared by Pedro Gonçalves on 13 May 13 - No Cached
  • Facebook recently announced that it will be extending Facebook Exchange (FBX) Retargeting into the News Feed, bringing the placement of these targeted ads beyond the network’s right-hand panel
  • Known as one of the strongest forms of targeting available in digital media, FBX helps marketers reach users on Facebook who have demonstrated interest through browsing behavior. By targeting users in a timely and contextually relevant manner, FBX can effectively drive sales, improve customer engagement, and promote brand awareness.
  • Ads in the News Feed have historically resulted in some of the strongest metrics compared with other locations.
  • ...2 more annotations...
  • Ads in the News Feed are Page Post Link Ads.  To develop them, keep in mind the following specifications: 500 characters of allotted text, anything beyond that will be truncated Attached links contain an image, title, and the domain in the body text Depending on the length of the body text, 2 to 3 lines can be filled within the ad Images should be 90 x 90 pixels
  • News Feed CTR’s can be up to 10x higher than standard Facebook ads.
Pedro Gonçalves

They Work! Facebook Mobile Ads Are Clicked 13X More, Earn 11X More Money Than Its Deskt... - 0 views

techcrunch.com/...facebook-mobile-ads

Facebook Facebook Ads Online Advertising Mobile Advertising Mobile

shared by Pedro Gonçalves on 20 Jun 12 - No Cached
  • TBG Digital’s CEO Simon Mansell tells me “this is huge news that show mobile is potentially going to be the big revenue driver that Facebook needs, especially because the usage in there.”
  • According to a new study by TBG Digital on 278,389,453 Sponsored Story ad impressions across 17 clients, mobile news feed Sponsored Stories (the only ads Facebook shows on mobile) have a stunning click-through rate of 1.14% at a $0.86 CPC. That means Facebook earns $9.86 per 1000 impressions (eCPM), and that could actually rise as more advertisers realize the power of mobile Sponsored Stories and compete for impressions there.
  • Compare those numbers to the desktop news feed Sponsored Stories that get a 0.588% CTR at $0.63 CPC and earn Facebook an eCPM of $3.72, and Facebook is getting 1.93x the CTR and earning 2.65x as much on mobile sponsored stories compared to what it makes on the web.
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  • And look at Facebook’s desktop ads as a whole, including both Sponsored Stories and the traditional sidebars ads. They’re getting just 0.083% CTR at a $0.88 CPC earning Facebook an eCPM of only $0.74, so mobile Sponsored Stories have 13.7X the CTR and earn Facebook 11.2x as much as its combined desktop ad offering.
  • Meanwhile, a quick look at a campaign in the tens of thousands of dollars by AdParlor showed that mobile ads have a CTR of 0.821% while traditional Facebook ad campaigns that mostly show up in the web sidebar with some presence in the web and mobile news feed had a CTR of regular ads have a CTR of just 0.032%. That’s a 25x better CTR on mobile. The campaign at gaining new fans for a Facebook page, and while the click-to-fan conversion rate on mobile was slightly worse – 55% on mobile versus 72% across placements – the improved in CTR makes up for it many times over.
  • Another Ads API giant Spruce Media told MediaPost that its tests with Facebook mobile sponsored stories have seen click-through rates from .8% to 1.7%, the same range as TBG Digital and AdParlor.
  • This all doesn’t seem like users are just clicking the relatively new, three month old ad units out of curiosity. It looks like users are actually perceiving them as content, and are clicking through to learn more about the Pages and apps their friends interact with.
  • Attaining such a high click-through rate for mobile Sponsored Stories is game-changing for Facebook, because there’s simply not as much room for it or any service to advertise on mobile. There’s no space for an ads sidebar and if far too many ads are injected into the content feed, users could get angry and stop browsing. But the impressively high CTR and eCPM mean Facebook doesn’t have to show too many Sponsored Stories to make a ton of money off of them.
  • Other social sites like Google+ and Twitter don’t have the scale, social graph, or on-site activity to serve Sponsored Stories that are as effective as Facebook’s. While Twitter and G+’s interest graph can power accurate ad targeting, only Facebook know who your closest friends are thanks to photo tags, wall posts, messages, and more. Its massive time-on-site also produces lots of interactions with brands and local businesses that can be turned into Sponsored Stories ads.
  • Facebook is just getting started. Sources say it’s working on a hyper-local mobile ad targeting product that could serve extremely relevant local business ads to users within a few hundred feet of a brick and mortar store. Thanks to the new Facebook Exchange real-time bidding system, Facebook could drive up CPC or CPM prices by getting advertisers to compete to reach specific mobile users, including ones who’ve been retargeted after visiting sites that indicate purchase intent.
  • High mobile Sponsored Story CTRs indicate at least some users don’t hate the ads, and wouldn’t rebel if they see more.
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