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Carri Bugbee

Snapchat adds goal-based bidding for app install ads to rival Facebook - Business Insider - 0 views

www.businessinsider.com/l-ads-to-rival-facebook-2017-4

snapchat app install ads app marketing ad platform

shared by Carri Bugbee on 07 Apr 17 - No Cached
  • Advertisers on Snapchat will now have access to goal-based bidding for app install ads, an industry term that means an advertiser can target Snapchat users who are likely to install its app. Snapchat is targeting its app install ads, which ask users to swipe up on full-screen video ads, using machine-learning technology it developed in-house.
  • Aside from app install ads, Snapchat is also beefing up its ad targeting. For the first time, advertisers can target Snapchat users who have previously interacted with other ads they've previously ran in the app.
  • if an advertiser buys one of Snapchat's more expensive selfie filters (which the company calls Lenses) for a national campaign, now the buyer can later target those same users again with one of Snapchat's full-screen video ads.
  • ...1 more annotation...
  • Snapchat now works with 15 outside partners that help sell its inventory, and in January it struck a deal with Oracle Data Cloud to show ads based on what its users buy in the real world.
  • Carri Bugbee on 07 Apr 17
     
    goal-based bidding for app install ads
Carri Bugbee

Facebook Launches Atlas Ad Platform for Web, Mobile, Apps | Re/code - 0 views

recode.net/...s-on-sites-that-arent-facebook

facebook atlas ad network ads advertising

shared by Carri Bugbee on 29 Sep 14 - No Cached
  • Facebook is reintroducing Atlas, the underused platform it bought from Microsoft last year.
  • it will allow them to buy ads on non-Facebook websites and apps, using Facebook targeting data
  • these ads aren’t “Facebook ads.” But it is also playing up the notion that the ads marketers buy via Atlas will be more effective than other big ad platforms, because they use Facebook’s data.
  • ...1 more annotation...
  • Facebook has been quite open about the fact that it is targeting Google’s DoubleClick display ad business with this move
Carri Bugbee

Advertisers say Snapchat's unique selling point is that it's the cool, new thing - whic... - 0 views

finance.yahoo.com/...e-selling-point-140807285.html

snapchat brands advertising ads social media media buying

shared by Carri Bugbee on 15 Feb 17 - No Cached
  • Snapchat is at the mercy of competitors like Facebook and Google that can simply copy its products.Advertisers say Snapchat's unique selling point is that it is cool, new, and has created its own advertising "currency."But ad-buyers also need Snapchat to do more to prove its ads actually drive sales if they are going to commit meaningful budgets to the platform.
  • the barrier to entry for new entrants is low, and the switching costs to another platform are also low. Moreover, the majority of our users are 18-34 years old.
  • Users under 25, it says, visit Snapchat more than 20 times and spend more than 30 minutes on the app each day. It may have fewer users than its rivals, but, for now at least, they are highly-engaged
  • ...3 more annotations...
  • Snapchat's focus on "sound-on" video ads has been appealing to its entertainment clients.
  • The behavior on the app is very different as you want to focus more on shorter content, whereas on Instagram, people tend to watch longer videos."
  • Snapchat says its vertical video ads are "as good as television" — and in some ways better — because users can choose to skip ads, swipe up to interact with them, and advertisers can use more granular targeting than TV. But with AdAge reporting in November that the average Snapchat video ad lasts less than three seconds and Snapchat counting a video "view" as soon as the video opens, it remains to be seen whether its ads are more effective than those on TV
Carri Bugbee

The Machines Have Arrived: Ad Buying Going the Way of High Frequency Trading - 1 views

blog.thomvest.com/ad-buying-becoming-hft

machines ad buying automation

shared by Carri Bugbee on 27 Jan 13 - No Cached
  • Carri Bugbee on 27 Jan 13
     
    The programmatic nature of ad buying will erode the position of companies that rely on relationships and human decision making
Carri Bugbee

NBC Is First TV Network to Buy Facebook Video Ads (EXCLUSIVE) | Variety - 0 views

variety.com/...video-ads-exclusive-1201174151

social tv television socialTV facebook video ads advertising

shared by Carri Bugbee on 14 May 14 - No Cached
  • For Facebook, the new Premium Video Ads are an attempt to capture TV-size ad dollars with the lure of offering targeting capabilities — as well as reach — that television can’t match.
  • The video ads “autoplay” when a Facebook user scrolls through his or her newsfeed, but the sound is muted by default. As with any new form of advertising, the approach risks irritating users: NBC’s promos have already garnered a few negative comments (“Why can’t I get this crap off my timeline,” one commenter said) but generally reaction has been favorable.
  • Beatty said NBC will evaluate the effectiveness of the Facebook video ads in the short term on engagement and metrics like number of shares.
Carri Bugbee

Advertisers Plan Twitter Budget Increases as ROI Improves - 1 views

www.marketingcharts.com/...ncreases-as-roi-improves-38699

Twitter ads advertising budgets

shared by Carri Bugbee on 17 Apr 14 - No Cached
  • About 1 in 5 respondents said they have used Twitter in conjunction with a TV campaign. Promoted Tweets are the most popular of Twitter’s ad formats among respondents, used by about twice as many as promoted accounts, and by roughly three times as many as have used Twitter Amplify. Respondents’ primary goal for Twitter advertising is to build awareness and sentiment for their brand, with significantly fewer claiming as their main goal driving traffic to their websites, building followers, generating sales leads, selling products and staying in touch with customers.
  • 58.6% share of respondents said that their Twitter budgets represent new spending. Those reallocating from other media are most commonly turning to offline (17.6%), online display (16.6%), email (12.3%), search (10.8%) and TV (9.9%) for funds. (Similar data concerning the constitution of online video and social media budgets can be found here and here.)
  • 7 in 10 respondents – execs at marketers, agencies and media companies – use Twitter as a marketing channel, only a minority (46.5%) of those are spending on advertising on the platform. By comparison, a previous survey from Ad Age (covered here) found that of the 83% using Facebook, almost three-quarters were buying ads.
Carri Bugbee

Instagram will ask you to buy the things you photograph (except cats) - 0 views

mashable.com/...instagram-more-ads

buy button ads

shared by Carri Bugbee on 03 Jun 15 - No Cached
  • Carri Bugbee on 03 Jun 15
     
    Instagram said it will soon break out the mounds of data gleaned from tracking how people spend their time on the app - plus parent company Facebook's massive firepower in this area - to pick products and services that Instagram's algorithms think you might particularly enjoy. (Although we're pretty sure you cannot buy a favorite subject of Instagram photos: cats).
Carri Bugbee

Addressing Invalid Non-Human Traffic - Craig Jaffe Research 360°Leadership in... - 0 views

www.craigjafferesearch.com/invalid-non-human-traffic.html

advertising ads click-fraud fraud bots ANA

shared by Carri Bugbee on 27 Jun 15 - No Cached
  • Your ad campaign: digital ad fraud artificially drives up your campaign's audiences by 5% to 50%.Your money: if you advertise on digital, your company and others are collectively expected to be cheated out of more than $6 billion this year in 2015.The sites you buy: fraud impacts a wide variety of areas on the internet, including major sites such as Google, Facebook, Amazon, and others.Your units: all types of advertising are affected, such as digital video and display.The way you buy: programmatic can be problematic, even when inventory is obtained from trusted sources. 
  • Carri Bugbee on 27 Jun 15
     
    the Association of National Advertisers (ANA) worked with security firm White Ops to conduct the largest public study of bots -- a major form of invalid traffic affecting advertising.
Carri Bugbee

Why advertisers should shift display budgets to Twitter's video | The Drum - 0 views

www.thedrum.com/...isplay-budgets-twitter-s-video

advertising twitter twitter ads twitter advertising Twitter cards video TV

shared by Carri Bugbee on 05 May 16 - No Cached
  • Marketers are siphoning budgets from display campaigns on Twitter to its video ads, which when synchronised with TV media buys can lead to a 10 per cent lift in their return-on-investment from the legacy medium.
  • To propel its own video offering, Twitter is working on features such as demographic targeting and validation, gross rating point and target rating point as well as reporting.
  • We are focused on live premium content in all sports, news and politics as well as entertainment to bring together for our users what they are already talking about, what they already care about," added Bain.  The company will be hoping live streaming help lift its monthly active users. It’s been an ongoing problem for the social network and while it moved up slightly in the quarter, up to 310 million compared to 305 million in the previous one, growth has been fairly stagnant for the last year.
Carri Bugbee

Why it's time to turn back the clock on Baby Boomers | Campaign US - 0 views

www.campaignlive.com/...1353632

millennialsbaby boomers boomers targeting marketing

shared by Carri Bugbee on 28 Jul 15 - No Cached
  • unlike their predecessors, today’s 50-plus consumers wield unprecedented buying power and influence. As a result, they expect the same level of attention from advertisers and marketers that they grew accustomed to in their youth.
  • As a consumer segment, Baby Boomers (born between 1946 and 1964) should be a marketer's dream. As the largest U.S. demographic, they own 77% of discretionary wealth, represent 25% of the consumer landscape and account for 60% of consumer spending.
  • less than 5% of ad dollars are actually being targeted to Boomers. That’s right — the people who control 60% of consumer spending represent only 5% of marketing investment.
  • Carri Bugbee on 28 Jul 15
     
    less than 5% of ad dollars are actually being targeted to Boomers. That's right - the people who control 60% of consumer spending represent only 5% of marketing investment.
Carri Bugbee

Facebook Expands Targeted Advertising Through Outside Data Sources - NYTimes.com - 0 views

www.nytimes.com/...ough-outside-data-sources.html

facebook targeted advertising social media FBX

shared by Carri Bugbee on 28 Mar 13 - No Cached
  • it is no longer relying solely on what Facebook users reveal about themselves. Instead, it is tapping into outside sources of data to learn even more about them — and to sell ads that are more finely targeted to them.
  • The push to refine targeted advertising reflects the company’s need to increase its revenue. Its shares are worth far less than its ambitious initial public offering price of $38 a share last May, and Wall Street wants to see it take concrete steps to prove to advertisers that it can show the right promotions to the right users and turn them into customers.
  • Last fall, it invited potential advertisers to provide the e-mail addresses of their customers; Facebook then found those customers among its users and showed them ads on behalf of the brands.
  • ...1 more annotation...
  • Targeted advertising bears important implications for consumers. It could mean seeing advertisements based not just on what they “like” on Facebook, but on what they eat for breakfast, whether they buy khakis or jeans and whether they are more likely to give their wives roses or tulips on their wedding anniversary. It means that even things people don’t reveal on Facebook may be discovered from their online and offline proclivities.
Carri Bugbee

Twitter's New 'Cards' Include Features for Business | Entrepreneur.com - 1 views

www.entrepreneur.com/...226269

shared by Carri Bugbee on 05 Apr 13 - No Cached
  • The move looks like a challenge to Facebook's mobile app install ads, which have been gaining favor with game, app and e-commerce companies because they allow users to buy stuff directly from Facebook via the ad (and the app they download).
  • Carri Bugbee on 05 Apr 13
     
    Twitter Cards launches with these partners: Delectable, Etsy, Flick, Foursquare, Gumroad, Jawbone, Path, Rovio's Angry Birds, SoundCloud, Storenvy, Wine Library and Vine.
Carri Bugbee

Researcher: Advertise Your Facebook Post Within 24 Hours or Don't Bother - 0 views

mashable.com/...facebook-post-24-hours

facebook advertising analytics social+media marketing

shared by Carri Bugbee on 14 Aug 13 - No Cached
  • If your brand just posted a status on Facebook, don't waste time waiting to amplify it with an ad buy. If you don't do so within 24 hours, you will lose a great deal of the engagement and viral impressions that would have been generated by posting earlier.
  • posts that were sponsored in the first 24 hours received 2.6 times more viral impressions and 2.7 times more viral engagements than older promoted posts.
Carri Bugbee

Facebook Algorithm Tweaks Hurt Viral Sites' Organic Reach More Than Other Publishers | ... - 0 views

www.adweek.com/...s-more-other-publishers-156533

algorithm Facebook newsfeed edgerank pages publishers

shared by Carri Bugbee on 21 May 14 - No Cached
  • Facebook confirmed to Adweek that there were changes made in how things were ranked in Newsfeeds. It said the the tweaks were made to customize the experience for the Facebook user. 
  • But, an anonymous source “professionally familiar with Facebook’s marketing strategy” claimed the contrary in comments to Valleywag, saying the social media mammoth made the modifications in order to get organizations to spend advertising dollars. Instead of using free brand pages, publishers would be forced to buy Facebook ads to tap into referral traffic.
Carri Bugbee

Social media in 2018: Time to grow up or get out - Marketing Land - 0 views

marketingland.com/edia-2018-time-grow-get-236162

shared by Carri Bugbee on 30 Sep 18 - No Cached
  • Instead of complaining that you are being “forced” into “pay for play” on networks like Facebook, embrace the fact that social paid promotion is probably the most sophisticated marketing tool ever created.
  • There is a steep learning curve to doing it right, and the need for a regular investment of time to properly manage campaigns. Additionally, even for paid campaigns, you still need to have content that doesn’t trigger ad blindness. But the ability to target your messages to exactly the right people, and to creatively remarket to those who have already shown interest, is unparalleled.
  • There is a major side benefit to moving toward that kind of content, beyond just keeping you in the news feed: Truly engaging content is better for your business. It helps make your brand more respected and remembered. It develops positive feelings toward your business that help influence people when it’s time to make a buying decision.
  • ...1 more annotation...
  • The lesson from the influencer marketing scandals of the past year is that using people who are influencers merely because of their follower count is a losing proposition. But that doesn’t mean influencer marketing is not valuable. The key is to seek out relationships with influencers who have truly earned their influence. You should be looking for people who have real respect, trust and authority in your industry, or in an area that at least relates to your industry. The pitch here is a genuine exchange of value, where you bring something to the table for the influencer (other than just a hefty check), and they contribute their sincere endorsement and amplification to their audience.
Carri Bugbee

How Facebook stole the news business | TechCrunch - 0 views

techcrunch.com/...facebooks-siren-call

facebook news news feed

shared by Carri Bugbee on 20 Feb 18 - No Cached
  • By 2014, “Facebook the big news machine” was in full swing with Trending, hashtags and news outlets pouring resources into growing their Pages. Emphasizing the “news” in News Feed retrained users to wait for the big world-changing headlines to come to them rather than crisscrossing the home pages of various publishers. Many don’t even click-through, getting the gist of the news just from the headline and preview blurb. Advertisers followed the eyeballs, moving their spend from the publisher sites to Facebook.
  • In 2015, Facebook realized users hated waiting for slow mobile websites to load, so it launched Instant Articles to host publisher content within its own app. Instant Articles trained users not to even visit news sites when they clicked their links, instead only having the patience for a fast-loading native page stripped of the publisher’s identity and many of their recirculation and monetization opportunities. Advertisers followed, as publishers allowed Facebook to sell the ads on Instant Articles for them and thereby surrendered their advertiser relationships at the same time as their reader relationships.
  • This is how Facebook turns publishers into ghostwriters, a problem I blew the whistle on in 2015. Publishers are pitted against each other as they make interchangeable “dumb content” for Facebook’s “smart pipes.”
  • ...3 more annotations...
  • 38 of 72 Instant Articles launch partner publications including the New York Times and Washington Post have ditched the Facebook controlled format according to a study by Columbia Journalism Review.
  • The problem is that for society as a whole, this leads to a demonetization and eventual defunding of some news publishers, content creators and utility providers while simultaneously making them heavily reliant on Facebook. This gives Facebook the power to decide what types of content, what topics, and what sources are important. Even if Facebook believes itself to be a neutral tech platform, it implicitly plays the role of media company as its values define the feed. Having a single editor’s fallible algorithms determine the news consumption of the wired world is a precarious situation.
  • the real problem only manifests when Facebook shifts directions. Its comes to the conclusion that users want to see more video, so the format gets more visibility in the News Feed. Soon, publishers scramble to pivot to video, hiring teams and buying expensive equipment so they can blast the content on Facebook rather than thinking about their loyal site visitors. But then Facebook decides too much passive video is bad for you or isn’t interesting, so its News Feed visibility is curtailed, and publishers have wasted their resources and time chasing a white rabbit… or, in this case, a blue one.
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