Facebook Shows Mobile Games More Advertising Love

Facebook Shows Mobile Games More Advertising Love

Social media

It makes sense for Facebook to be paying close attention to mobile gaming, as this industry reportedly generated 40.6 billion dollars in 2017 worldwide. Last year, 42 percent of the industry’s global revenue came from smartphone and tablet games. According to some 2016 reports, U.S. gamers played an average of 3.6 mobile games per month, and 1.3 games on a daily basis. True value for game developers, however, does not usually come from game install volume, but from game usage (time and money users spend on it), especially for those games with ad-based revenue models.

With the recent launch of playable ads, Facebook seems to be focusing on driving real long-term value for gaming companies, rather than promoting mere app installs. With this new ad format, users can experience a preview of the game from within the ad. Giving users a chance to interact with the game in the feed before they install it creates higher intent, according to Facebook, and I agree.

At first, ad format will look like a simple video ad, but it becomes a rich experience once the user taps on it thanks to the capabilities of HTML5. Hopefully we will see Facebook releasing new immersive ad formats to use with other campaign types, or the highly anticipated capability to use 360 videos in ads.

After more than a year in Beta, game developer companies like Rovio have seen favorable results. Rovio, owner of the popular Angry Birds game franchise, claimed that it saw a 40 per cent lower cost per paying user when using playable ads, along with a 70 per cent lift in day seven ROAS. Similarly, Bagelcode, creator of Club Vegas virtual slot machine game, saw 3 times higher ROAS on Android as well as 1.4 times higher ROAS on iOS.

Furthermore, the new retention optimization will increase the chances of a game to be downloaded by a more engaged user. According to Facebook, gaming marketers will now be able to deliver their ads to those users who are most likely to play their game. Its official rollout is planned for later this year on Facebook, Instagram and the Audience Network.

Retention optimization is not the only refreshment Facebook has given to its app marketing toolbox. Its latest update to the value optimization tools include minimum ROAS bidding, which will enable advertisers to “set a minimum spend to find the players most likely to make in-app purchases, and eliminate spend on connecting with players less likely to engage.

It would be interesting to test this minimum ROAS bidding in conversion campaigns and compare results with the currently available Target CPA bidding. I believe there is much more yet to come, and that we will soon see new, more interactive ad formats like the recently released collection/canvas ads.

I encourage brands to monitor these new features and test them in conversion campaigns. For insight into how to maximize the value of Facebook advertising products, contact True Interactive. We’re here to help.

Image source: https://marketingland.com/facebook-launches-playable-ads-tests-retention-optimization-for-app-advertising-245312

 

Facebook Sees Success with Marketplace

Facebook Sees Success with Marketplace

Social media

Facebook has taken some lumps during a tumultuous year. After weeks of being dragged through the mud with scandals involving data privacy, the company suffered its worst day in its history as a publicly traded firm after announcing quarterly earnings that fell short of Wall Street’s expectations.

But the news is not all bad.

Amid the turmoil, Facebook is actually growing in some ways that are less visible to Wall Street. For example, Facebook Marketplace, which Facebook relaunched in 2016, is experiencing strong growth. Already, 550 million people across 51 countries use Marketplace each month to buy products from other people and business. By contrast,  55 million people visit Craigslist monthly.

And Marketplace is attracting more and more large businesses from sectors such as automotive. Based on the traction Marketplace is getting, Facebook recently announced that it is making it possible for businesses to advertise in Facebook Marketplace to reach people where they are actively shopping.

At True Interactive, we are helping businesses take advantage of Marketplace advertising. We just tested a conversion campaign for a client and achieved favorable results. In a new column for Adweek Social Pro Daily, I discuss our experiences with Facebook Marketplace and provide more insight into the growth of this feature.

For more insight into how to succeed on Marketplace and other online destinations, contact True Interactive. We are here to help.

How the Oscars Have Adapted to a Declining TV Audience

How the Oscars Have Adapted to a Declining TV Audience

Marketing

It looks like the 90th annual Academy Awards will go down as the least watched in history. Preliminary numbers show that overall viewership will dip below 30 million for the first time ever. Until now, the least watched Oscars telecast occurred in 2008, when the Academy Awards garnered 32 million viewers.

And the numbers appear even worse when you realize that the Oscars have been experiencing a ratings decline for four straight years. By contrast, in 1998, the Academy Awards were watched by 55 million people, an all-time high.

Should the Academy be worried?

My take: the ratings decline is simply a sign of change in the way people experience televised events. In fact, the Academy is already doing what any smart brand should do: adapt.

As we’ve noted on our blog, television continues to present its share of limitations for advertisers. Viewership for major events, such as the Olympics, Super Bowl, and Academy Awards, continues to drop as people shift their viewing habits from sitting in front of their TV sets to multi-tasking with social media and catching snippets of content on their mobile phones. Interestingly, Josef Adalain of Vulture points out that the Academy Awards will continue to be profitable for ABC because it’s still one of the few opportunities for advertisers to share their message with a mass audience.

But the Academy is not simply feeding off a smaller audience. The Academy Awards meet viewers where they are with a number of digital experiences. For example:

  • Oscars: All Access makes it possible for fans to get a look at what happens backstage via well placed cameras that catch interesting little moments such as how stars react right after they walk backstage after receiving their Oscars. The All Access feature appeals to people on their phones and laptops who are looking for a fun second-screen experience, especially for cable cord cutters who are shut off from the actual show.

  • With social media, the Academy engages fans through Facebook Live broadcasts, contests, and shout-outs to fans who are tracking the show online. On platforms such as Facebook and Twitter, the Academy cranks out a mix of visual content to tell the story of what happens onstage and in the audience. The Academy has turned the Oscars into a year-round brand by using social to keep fans engaged with content. You can even watch Oscar-nominated shorts on the Academy’s YouTube channel.

Advertisers are also adapting. We’ve already seen many instances of businesses creating real-time social media content to capitalize on memorable Oscar moments, while other brands, such as AT&T, have used advertising dollars to sponsor the Academy’s digital content, such as Oscars: All Access.

The Academy Awards offer a lesson to businesses that emerged in the age of linear TV. In the age of digital, you can still have your audience. You just need to meet them where they are. To maximizing the value of our digital spend, contact us. We’re here to help.

How Facebook Collection Ads Deliver Value to Brands

How Facebook Collection Ads Deliver Value to Brands

Marketing

According to Facebook, consumers scroll through mobile news feeds 41-percent faster than desktop news feeds, which gives brands 1.7 seconds to get users’ attention on mobile. Consequently, it’s getting more difficult for businesses to engage with consumers. The recently launched Facebook Collection ad format promises to level the playing field by giving brands higher engagement rates, and a more meaningful, faster-loading user experience within the Facebook mobile app. Now that Collection has been in market, retail brands like Lowe’s Home Improvement, Adidas, and Michael Kors have reported successful applications of the format. Here’s what you need to know about Collection ads:

What Are Collection Ads, and How Do They Work?

Collection ads let brands use a combination of image, slideshow, and video to engage with consumers by allowing them to browse through the product catalog to discover new products and their features. Served exclusively on mobile devices, Collection ads appear in the news feed showing a main video or image and four thumbnails right below it. This format is very similar to an organic post with tagged products. However, a single tap on any of the pictures or video triggers a canvas, which is a full-screen experience where many more products are exhibited.

Marketers can use Collections to advertise and to encourage eCommerce. When it comes to selling actual products, there are two options:

  • The grid layout, which can show up to 50 products from their catalog.
  • The lifestyle layout, which lets users see the products in action.

The lifestyle layout provides the ability to tag products in the lifestyle images, which appear as clickable circles that viewers can interact with to see a specific product. From there, users can be taken to the company’s website or app to seamlessly complete a transaction.

Why Should Brands Use Collection Ads?

Collection ads offer an immersive way to boost brand awareness and promote product discovery on Facebook. Brands can expect not only higher engagement rates, but also lower cost per clicks and higher conversion rates. In addition to helping retailers, Collection ads  have the potential to yield outstanding results for hospitality and aviation. If you are looking to leverage your brand’s presence on social media and to influence brand consideration, contact True Interactive. We are happy to help.

Image source: Marketingland.com