Facebook Ad Specs and Image Sizes 2018 | The Easy Guide

In order for an ad to be  effective, it’s content and creative needs to be customized – tailored exactly to the audience it’s… > Read More
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In order for an ad to be  effective, it’s content and creative needs to be customized – tailored exactly to the audience it’s... > Read More

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How to Install & Use the Facebook Pixel Helper Chrome Extension

Whether you’re having trouble with your Facebook Pixel or you just want to get the most out of using it, the Facebook Pixel… > Read More
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Whether you’re having trouble with your Facebook Pixel or you just want to get the most out of using it, the Facebook Pixel... > Read More

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Attention + intensity: Tips for navigating the new age of media strategy

Contributor Mark Williams says marketers must evolve the metrics they monitor to keep up with the changing media-consumption environment.

The post Attention + intensity: Tips for navigating the new age of media strategy appeared first on Marketing Land.

As marketers and brands have seen, the prevalence of digital video has transformed how consumers access media and content.

Essentially, video is not the future, it’s the “now”.

According to Cisco, global IP video traffic will represent 82 percent of all consumer internet traffic by 2021, up from 73 percent in 2016. Consumers no longer want to read about a brand  — they want to visualize it.

In 2018 and beyond, we’ll see a big shift from before, when advertisers were looking to buy reach and frequency with traditional media, to now, where advertisers will want to capitalize on intensity through the maximum amount of reach and frequency. In a post-pivot-to-video world, it’s time to change your video and media strategy, especially how you measure it.

To tackle all of the changes and innovations in media and digital marketing within the past few years, and especially to gear you up for the further integration of video, here are three tips for navigating the new age of media strategy.

1. Measure your audience with intensity

Rethink your approach to measurement. It’s not just about clicks and views. Viewability and reach are no longer the main indicators of success because they don’t measure how an audience is connecting with the content.

Instead, track deeper actions. Update your key performance indicators (KPIs) with different engagement metrics, such as watch time, engagements, earned metrics and follower acquisition, to track whether or not your intended audience actually viewed your message and reacted to it.

Watch time is one of the most valuable metrics to track in order to gauge whether or not audiences are actually watching your content. It’s also the most important factor for platform algorithms. If you track minutes watched, retention rate and the average percentage of those who watched through, you’ll have a better idea of how you are captivating the audience’s attention, and at what level of intensity.

Tracking engagements (e.g., likes, shares and comments) is also a key indicator of your strategy’s performance. Engagements and engagement rates indicate that fans are making a decision beyond simply watching your content. If they’re sharing, starting up a conversation, or compelled by a call to action from the content, you can measure the intensity with which your audience is consuming the material.

Also, be sure to watch your follower/subscriber acquisition. Growing a fan base is essential to the marketing efforts of advertisers, and it is important to identify what content brings in new followers so that you can focus your content strategy to consider these insights.

2. Rethink content strategy: Transform ads + make content relevant

Given the prevalence of ad blockers, it’s clear that interruptive advertising doesn’t work anymore. Instead, we’re seeing high performance through integrated brand messages. To do this, make your content relevant to your consumer.

Embed your campaign initiatives into publisher sites through partnerships to make for a smoother and natural integration of your advertising.

Consider integrating with influencers. Research conducted by Fullscreen (my employer) and MediaScience found that the percentage of viewers who would recommend a brand after watching a branded video from an influencer was 13 percent higher than the percentage for a TV ad.

Test different content strategies to see what resonates best with your audience, and for a more specific segmented analysis, A/B test different interest sets and demographics to inform your marketing plan.

3. Tailor by platform

To keep your marketing strategy specific and efficient, optimize content and advertising to reflect the platform. Utilize metadata by making campaigns that align with proper titling and tagging across all of your platforms. Keep your branding design consistent to ensure that your content is distinguishable. Ensure that your creative is designed for the specific tech specs of the platform where it will live.

Gone are the days of the one-size-fits-all approach. Facebook creative must be treated differently from Snapchat and so on. Perhaps most importantly, the creative must feel endemic to the platform — which explains why repurposed television commercials have some of the lowest engagement metrics.

Identify and maintain a consistent publishing schedule that is tailored to times when platforms reach the highest number of eyes, not only to maximize viewership and engagement but also to help consumers know when to expect your content.

Further, aim to promote circular traffic: Utilize the platforms through their available interactive elements so that you can cross-promote across all channels.

When tailoring your content for specific platforms, you also want to pay attention to how the platform is accessed.

Take a look at the platform functions, according to recent data from each platform and Statista, YouTube is accessed 50 percent of the time on mobile, whereas Facebook is at 95.1 percent and Instagram is at 100 percent.

This means that when creating content for YouTube, you should pay equal attention to mobile and desktop access, whereas Facebook and Instagram should lean more heavily toward mobile usage.

In closing

You’ll want to keep these three tips at the forefront of your digital marketing and content strategy so that you quickly adapt your brand to the changing video and media environments of today.

Remember, the overarching difference in paid media targeting online versus traditional targeting is the more refined, specific targeting of individuals, which ultimately leads to higher attention and intensity, as well as greater returns.

With all of these advancements, online media has many new metrics which you absolutely must utilize to expand your reach and retention far beyond that of traditional paid media.

The post Attention + intensity: Tips for navigating the new age of media strategy appeared first on Marketing Land.

Facebook Categories for Dynamic Ads | How-to + Expert Tips

Facebook recently released a new ad format: Categories for Dynamic Ads. Here’s a quick review of what Categories for Dynamic Ads are, the… > Read More
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Facebook recently released a new ad format: Categories for Dynamic Ads. Here’s a quick review of what Categories for Dynamic Ads are, the... > Read More

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Facebook F8 2018 Quick Recap: What You Need to Know

Thousands of developers and industry experts descended upon San Jose last week for Facebook’s annual developer conference known as F8. CPC Strategy was… > Read More
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Thousands of developers and industry experts descended upon San Jose last week for Facebook’s annual developer conference known as F8. CPC Strategy was... > Read More

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Facebook unveils new analytics features, including a tool to track the omnichannel journey

The social media company made this announcement — and many others — at F8, its developer conference in San Jose.

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Facebook introduced new analytics features — including a tool to track customer journeys through multiple channels — on Tuesday at its F8 developer conference.

Journeys is the most notable addition to Facebook’s currents analytics tools. It provides omnichannel data and reporting, so marketers can see what users are doing right before they take an action that results in a conversion.

Journeys report, for illustration purposes only

The company took special care to note that this data is anonymously aggregated and not tied to any specific individuals’ identities. From the blog post announcing the features:

… as we work to build the future of analytics, we take our responsibility to keep people’s information safe seriously. We carefully built this product to protect people’s privacy. That’s why the insights we report are aggregated and anonymous; and don’t contain individually identifiable information, like emails and phone numbers. As Facebook Analytics evolves, we’ll make sure it’s in ways that work well for both people and businesses.

Facebook continues to reel from increased scrutiny and criticism in the wake of allegations that it provided users’ personal information to data firm Cambridge Analytica, which was then used to influence voters in the 2016 US presidential campaign.

Funnel vision

Facebook’s new analytics can auto-detect sales funnels using machine learning algorithms across channels, which enables marketers to “identify friction in your marketing and product experience, and uncover opportunities to optimize for conversions faster.” The enhancements will also provide insights gleaned from both auto-detected and user-created funnels.

The company is also adding to the automated insights it introduced last year to help marketers discover unusual patterns and correlations faster.

“It’s a new way to access some pretty interesting insights for your business,” the company said in its blog post. “If you know a particular action — certain types of website engagement means users are more likely to download your mobile app, for example — you can optimize your user’s experience to encourage more of that behavior.”

Facebook has also launched a Facebook Analytics mobile app, pictured below.

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