Promotional Posts by Facebook Company Pages Being Cut Back

Facebook is working to show people more of the things they want to see, which according to an ongoing survey, doesn’t include promotional content. Facebook has announced that they are making a change to the News Feed post-sorting algorithm that will display fewer posts from company Pages that fall under the following criteria:

  1. Posts that solely push people to buy a product or install an app
  2. Posts that push people to enter promotions and sweepstakes with no real context
  3. Posts that reuse the exact same content from ads

Facebook provided two examples of posts that would fall under these conditions:

NF_1113_1

NF_1113_2

The social network explained how this change came to be in their blog:

We dug further into the data to better understand this feedback. What we discovered is that a lot of the content people see as too promotional is posts from Pages they like, rather than ads. This may seem counterintuitive but it actually makes sense: News Feed has controls for the number of ads a person sees and for the quality of those ads (based on engagement, hiding ads, etc.), but those same controls haven’t been as closely monitored for promotional Page posts. Now we’re bringing new volume and content controls for promotional posts, so people see more of what they want from Pages.

There is some anticipated backlash from companies who utilize the majority of their posts for promotions and offers, citing that Facebook wants companies to pay them to advertise. However, Facebook states that this is only about providing the best user experience, and being responsive to what their survey found.

 

Atlas Helps Advertisers Understand the Path to Conversion

With the recent relaunch of Atlas, Facebook has managed to create an ad serving and measurement solution capable of tracking customers across all devices and channels, even offline. Facebook’s Atlas can now detect where you saw an ad and where you went to convert, even if you went to a store to make the purchase.  This opens huge possibilities for advertisers, as they can now map the customer journey from beginning to end. Facebook calls this “people-based marketing.”

According to the Atlas website, with Atlas you can:

  • Reach the right people at the right time – across devices
  • Measure the true impact their spend has on sales growth
  • Understand the customer journey, from the first contact to the final sale, whether online or off.

As Ampush Media Analyst Mackenzie Millar reports, “Historically, user behavior on the internet was tracked by cookies. With Atlas, advertisers have the ability to view attribution across devices because Facebook can combine web-based tracking methodologies, such as cookies and pixels, with in-app tracking on mobile and tablets via the Facebook SDK.”  This gives advertisers the opportunity to create campaigns that are more in tune with how uses interact with their devices across all channels.

So how exactly does Atlas know you saw an ad online and went into a retail store to make the purchase?

“With Atlas, Facebook has introduced a solution that covers the full conversion funnel, allowing advertisers to connect in-store, offline purchases with the audiences who engaged with their online advertising. For retailers with significant offline sales, Atlas provides the tools to devise advertising campaigns online that can produce attributable, measurable offline results,” said Millar.

The bottom line is that cookies weren’t working for the mobile ad space, which is increasingly growing day-by-day, and a solution needed to be created. Atlas is Facebook’s solution to mobile ad space attribution and offline conversions.

Take a tour of Atlas here.

 

Artisan Research Finds 90% of Mobile App Users Will Make Holiday Purchases Through Apps

54% of app users plan to do at least half of their holiday shopping via a mobile and/or tablet app

PHILADELPHIA–()–Artisan Mobile, creator of the industry’s first Mobile Experience Management (MEM) platform, today released research results highlighting the increasing role of mobile and tablet apps in driving conversions. In a survey of 500 consumers, 94% of respondents strongly agreed or agreed that they are purchasing and browsing products on apps more than ever before, and 91% intend to make purchases through a mobile and/or tablet app this holiday season. Additional highlights include:

  • 54% plan to do one-half or more of their holiday shopping (purchases and/or browsing) via a mobile and/or tablet app
  • 51% frequently or always make purchases by other means (in-store, desktop) after browsing products on a mobile or tablet app (when not making the purchase in the app itself)
  • 44% are shopping on 4 or more mobile apps; 39% on 4 or more tablet apps
  • 75% browse or make purchases on mobile or tablet apps multiple times a month; 47% weekly

Apps Will Help Drive Holiday Sales

Respondents were asked about their intentions to make purchases through and browse mobile and/or tablet apps for their 2014 holiday shopping. When comparing these responses to the results of a similar survey last year, these numbers prove that apps are playing a larger role in 2014 holiday purchases:

  • 91% expect to make purchases through a mobile and/or tablet app this holiday season – 14 percentage points higher than last year
  • 96% plan to browse/research products using a mobile or tablet app – 8 percentage points higher than last year
  • 84% browsed or made purchases on a mobile or tablet app during the 2013 holidays – 18 percentage points higher than during the 2012 holidays

Respondents were asked how much of their holiday shopping this year will include browsing and purchasing on a mobile or tablet app:

  • 14% plan to do up to one-quarter of their holiday shopping via an app
  • 25% plan to do up to one-third of their holiday shopping via an app
  • 26% plan to do up to one-half of their holiday shopping via an app
  • 18% plan to do up to three-quarters of their holiday shopping via an app
  • 10% plan to do 90% or more of their holiday shopping via an app

Native Apps Drive Conversions Across All Channels

51% of respondents said that they frequently or always make purchases by other means after browsing products on a mobile or tablet app, while 40% said they occasionally do, and only 9% said never or rarely. This proves that even in those cases when the purchase is NOT completed in the app, apps are still driving overall sales through multiple channels for a brand. Respondents were asked where they make a purchase after they browse a product on a brand’s mobile app but do not make the purchase through the mobile app:

  • 42% use their computer to make the purchase
  • 33% use their tablet to make the purchase
  • 21% go to the store to make the purchase
  • 4% call the retail to place their order

Respondents Are Using Multiple Apps Frequently

94% of respondents strongly agree or agree that they are using mobile or tablet apps more frequently now than ever before to browse for or purchase products – 14 percentage points higher when compared to a similar survey last year. Asked how often they browse or make purchases on mobile or tablet apps, 28% of respondents said 2-3 times per month, 32% said 1-3 times per week, 15% said daily, 15% said once a month, and 11% said less than once a month. Also, most are currently browsing or purchasing from multiple apps:

  • 45% are shopping on 2-3 mobile apps; 41% on 2-3 tablet apps
  • 44% are shopping on 4 or more mobile apps; 39% on 4 or more tablet apps
  • 5% are shopping on 1 mobile app; 13% on one tablet app

Notably, compared to last year, respondents who said they are shopping on 4 or more mobile apps is 14 percentage points higher, and respondents who said they are shopping on 4 or more tablet apps is 11 percentage points higher.

Brand Loyalty and Personalization

The majority of respondents, 75%, answered that they are very or extremely loyal to the apps that they have browsed or purchased from on their smartphones or tablets – 10 percentage points higher than in last year’s survey. 45% percent of these respondents said that they are very loyal to these apps, stating that they try these brands first but could end up buying elsewhere. 30% said that they are extremely loyal, and that these are the brands from which they prefer to buy.

Also, when asked how important it is that a mobile or tablet app is personalized (personal recommendations, knows your location, preferences, and buying history, etc.), 47% of respondents answered that this is important or very important, while 40% said that this is somewhat important.

“Consumers are shopping on apps more than ever before, and we’ll see apps play an even bigger role this holiday season than last year,” said Bob Moul, CEO, Artisan Mobile. “Not only are consumers making purchases via apps, but they’re also browsing on these apps before making purchases with that app’s brand either on their desktops or in-store. Apps are becoming such a critical part of the shopping experience, and that’s why retailers and marketers need to understand how to deliver a personalized experience that will engage their app users – who also tend to be a brand’s most loyal customers.”

About this Survey

In September 2014, 500 consumers responded to this online survey. The consumers had to own either a smartphone or tablet, and they must have had experience using a mobile or tablet native app to browse for and/or purchase products beyond just entertainment such as games, music, and books. 55% of respondents were between ages 18-35, 31% were between ages 36-55, and the remaining were older than 55.

For more information on Artisan, please visit www.useartisan.com.

About Artisan

Artisan is the industry’s leading Mobile Experience Management platform. Artisan’s all-in-one analytics, testing and marketing automation solution makes it possible for mobile teams to create highly personalized and compelling user experiences in real-time without writing code or resubmitting to app stores. Artisan empowers organizations of all sizes to unleash the full potential of their mobile apps, drive mobile engagement, and dramatically improve their return on mobile. Artisan is venture-backed by FirstMark Capital and proudly located in Old City Philadelphia.

CrushAds Steps Out to Stop Diabetes

This past Saturday, members of the CrushAds team gathered at Huizenga Park in downtown Fort Lauderdale for the annual Step Out: Walk to Stop Diabetes hosted by the American Diabetes Association. Organized by parent company BMI Elite, the team as a whole raised over $6,500 for diabetes research, making us the leader in amount of donations collected by a corporate team!

The team began to arrive at the BMI tent around 7 a.m. and the walk commenced shortly after 8 a.m. “Team BMI” was easily recognizable in matching red tees and tanks provided by the company to anyone who donated, designed by our very own in-house designers.

Luckily what was a wet and cloudy week cleared up just in time for a beautiful, blue-skied day for everyone to enjoy. In addition to the just over three mile walk, the event consisted of performances on the main stage, a “Fresh from Florida” food area by the Florida Department of Agriculture, a kids zone, wellness panel and Health Fest, which provided participants with wellness resources within the community and free medical screenings.

The leading fundraisers for Team BMI were CEO Brandon Rosen and Senior Account Executive Jim Casey, who each raised over $1,000! The company’s original goal of $5,000 was surpassed by over $1,500. The ADA was able to raise well over $300,000 at this year’s event in Ft. Lauderdale and named it one of the “best ADA Walks in America.” We are proud to have supported such a worthy cause and are excited to do it again next year.

BMI and its sister companies regularly get involved with local charities and organizations that help our community. In just a few short weeks we’ll be teaming up with Boca Helping Hands to help feed the needy at Thanksgiving, and in December we will have our annual toy drive for the Miami Children’s Hospital.

 

Big Name Publishers are Very Interested in Selling Time-Based Ads

In September we wrote about a London-based online paper that was going to test selling ads based on time instead of impressions; and now, a recent survey found that 80% of big name publishers are also interested in pricing and selling their ads on time-based metrics.

The survey was conducted by Digital Content Next, formerly the Online Publishers Association, on 25 of its members including Conde Nast, ESPN, Forbes, Gannett, CNBC Digital, Inc., Univision, The New York Times and The Wall Street Journal. Of that group, only 20% said that they were not interested in changing the standard way of pricing ads by impressions. In fact, 60% said they are considering time-based transactions, 4% are already testing it, 8% will begin to test it this year and another 8% said they plan to test it next year.

Right now, slightly over half of publishers believe time-based metrics could eventually replace impressions as the currency standard for digital advertisements. Digital Content Next CEO Jason Kint said that the future of digital publishing “will include some form of attention-based metrics.” So what is the strongest argument against it? “Lack of standard metrics and measurement methodology” was the most common reason cited (68%), followed by “lack of research showing that time in view is correlated to ad effectiveness” (48%) and “lack of marketer and ad agency education and interest” (40%).

Being that this is a brand new concept, sure, the research to back it isn’t quite in place. However, I think it’s safe to say that with all the interest around it studies will begin soon to measure the overall effectiveness of this new way to price digital ads. This is a long awaited change to the traditional price per impression model, that many advertisers have been waiting for. As AdAge explains:

Most advertising is bought and sold according to the number of people who are exposed to the ad, referred to as impressions. But digital publishers are seeing declining rates for their ads as an ocean of competition undermines prices. Readers’ shift to mobile has only accelerated the decline. Publishers hope that time-based metrics — which measures the amount of time people spend on a page where an ad is viewable — will allow them to charge more for their ads. The idea is partly that the supply of readers’ time is more limited than the supply of web pages that might attract a visit, however fleeting.

The Interactive Advertising Bureau (IAB) issued a viewability standard for digital ads already this year, which states that an ad is considered “viewable” when at least 50% of it shows up in the viewable portion of a browser for at least one second. My personal opinion is that an ad shouldn’t be considered viewable until it is 100% visible, but I don’t make the rules. If there is a CTA at the bottom of the ad, which isn’t yet visible because it’s loading from top to bottom and you are not yet able to take action, I don’t think the ad should be considered viewable yet. I’m interested to see what kind of rates publishers will begin to charge for these ads. I’m sure we’ll begin to hear much more about this new pricing model in the near future.

 

 

5 Scary Mistakes Not to Make in Display Advertising

In the spirit of Halloween, we’d like to share a blog about “scary” mistakes people tend to make when running their display advertising campaigns. Written by Marketing Coordinator Lindsay Arnold at WhatRunsWhere, we found it to be an entertaining and informative piece that our readers could both enjoy and learn from.

From split-testing to CTAs, all the basics are covered, so get to reading and put your new strategy to work for you!

[Read more...]

If You’re Marketing to Teens, Avoid Facebook

Rumors of Facebook’s popularity declining amongst teens have been circulating for a while now, and the semi-annual survey conducted by Piper Jaffrey Taking Stock With Teens  which gathered the input of around 7,200 teens found that to be true. In just six months since their spring survey was led, Facebook usage by teens dropped from 72% to 45% in the fall. This places Facebook as the third most popular social media site behind Instagram (76%) and Twitter (59%). The survey says this implies that “teens are increasingly visual and sound bite communicators,” something to keep in mind if you’re marketing to the younger millennials.

While a 27% drop in just six short months is quite significant, don’t go pulling your Facebook campaigns just yet. This by no means is the impending doom of Facebook, despite some exaggerated headlines. There are still over a billion people on Facebook. As Michael Levanduski of Performance Marketing Insider noted, “Most teens are likely leaving simply because they don’t want parents, aunts, uncles and grandparents seeing all their (often very vulgar and self-centered) posts.”

This makes sense, as does his observation of teens returning when they reach their twenties to reconnect with family and friends. “Teenagers since the dawn of time have always tried to distance themselves from their parents. It is natural, and even a good thing. It helps them to grow and develop their independence (so they aren’t living in their mom’s basement when they are 35),” wrote Levanduski.

The majority of Facebook user growth occurs in users 25 and older, so as the Facebook demographic ages, the younger users are seemingly turning to newer, younger social platforms. What’s “cool” for adults has never been cool for kids, any parent can tell you that. This is just something to keep in mind for whatever your offer may be especially if it appeals to teens, such as video games, clothing and popular electronics.