How do you get a 756-percent return on ad spend? Our new case study about the work we performed for Snapfish will show you. We worked with Snapfish to create ads geared toward mobile over a one-year period. Goals included increasing:
Awareness and downloads of the Snapfish app.
Purchases via the app.
The campaign reaped major results, such as a 343 increase in revenue from mobile app installs and a 756-percent return on ad spend. Our case study provides even more details.
Mobile Ads Are on the Rise
This work is significant because mobile ads are on the rise. According to a recent Forrester report, between 2017 and 2022 mobile will drive 86 percent of growth in U.S. digital ad spending. In other words, mobile is really drawing the lion’s share of all online advertising.
Mobile Is Its Own Beast
But because of the way people engage with mobile ads, you need to understand how to do mobile right. As Mobile Marketing Association (MMA) research points out, the human brain takes less than half a second to connect with a mobile ad on an emotional level. In MMA’s Cognition Neuroscience Research project, approximately 900 individuals participated in a study in which eye-tracking and EEG monitoring were used to measure what consumers saw—and how they reacted. It took 400 milliseconds on average for consumers to see and react either positively or negatively to 67 percent of the mobile ads they saw. That’s a much faster response than that to ads shown on a desktop.
Mobile ads need to be designed in a format that captures the attention of consumers within 400 milliseconds! It’s imperative for marketers to understand the impact of mobile ads in the first second. We know how to do it right, as our new case study shows. Contact us.
In recent weeks, we have seen a flurry of earnings announcements from the major digital advertising platforms, including the big three: Amazon, Facebook, and Google. Together these companies account for 62 percent of all digital ad spend, according to eMarketer.
Surprise is more interesting than predictability. Facebook surprised analysts by reporting strong advertising growth for 2018, as we noted on our blog. Here is a company that has been rocked by data privacy scandals for months. And yet, the world’s largest social media platform just keeps growing, which raises questions about how important data privacy really is to Facebook’s community. As for Google? Advertising growth is expected. Even when Google surpasses analysts’ estimations, the pundits say “Yes, but . . . “ With Google’s latest quarterly earnings, analysts noted that Alphabet is spending more to support its ad business.
But make no mistake: Google is going to continue to grow its ad business and in doing so will draw upon several advantages, such as:
A massive user base that relies on Google across multiple platforms and apps ranging from the Google search engine to Google Maps and YouTube.
A head start in using artificial intelligence to make advertising smarter and more effective. True, Google faces competition from Amazon and Facebook. But as I’ve noted, Google’s extensive AI tools are rapidly evolving.
Global reach. Amazon and Facebook are improving their advertising products to support international ad campaigns, but Google commands an already established global presence.
Strong content marketing that educates advertises on Google’s products. You can see for yourself from Google’s blogs.
What Businesses Should Do
My advice to businesses:
Stay abreast of advances in Google’s ad tools, especially with AI.
A 9-percent year-over-year increase in monthly active users, with 2.32 billion as of December 31, 2018.
Fourth-quarter revenues of $16.9 billion, up 30 percent year-over-year. That number beat Wall Street’s expectations of $16.4 billion.
Facebook is not only weathering months of data-privacy scandals, it is actually getting stronger. At True Interactive, we’ve shared our concerns about Facebook’s scandals and their possible impact on advertisers. We still think it’s important that advertisers watch Facebook closely. The threat of government regulation looms large. The number of fake and duplicate accounts are on the rise, by Facebook’s own admission (116 million fake accounts and 255 million duplicate accounts exist on the site). But advertisers should also be aware of some other numbers:
93 percent of Facebook’s advertising revenue comes from mobile.
500 million people use Instagram Stories daily.
2 million advertisers are now focusing on Stories.
Stories play a big part in Facebook’s growth plans for 2019, which Mark Zuckerberg published in a Facebook post. I have excerpted some highlights and used boldface to emphasize some points that jump out at me:
Messaging is the area that’s growing the most quickly, and this year people are going to feel these apps becoming the center of their social experience in more ways. We’ll roll out payments on WhatsApp in some more countries. Private sharing in groups and stories will become more central to the experience. We’re going to onboard millions of more businesses that people can interact with.
On Facebook, I also expect this to be the year where Watch becomes more mainstream. There are now 400 million people who use it every month, and people spend on average over 20 minutes on Watch daily. This means we’re finding ways for video to grow outside of News Feed so it doesn’t displace the social interactions that people primarily come to our services for.
In Instagram, one of the areas I’m most excited about this year is commerce and shopping. There’s a lot of natural activity happening here, and this year I expect us to deliver some qualitatively new experiences around that.
Longer term, I remain very focused on building technology that brings people together in new ways, including through AR and VR. I’m looking forward to Oculus Quest shipping this spring — the feedback there so far has been very positive.
The numbers tell me this:
Advertisers need to understand how to capitalize on messaging. In September I wrote an Adweek column about Facebook monetizing WhatsApp. Clearly, Facebook is going full steam ahead here.
If you aren’t using Stories, you’re behind. Stories are now table stakes for brand building on Facebook’s platform, which includes Instagram Stories.
Figure out how Facebook Watch plays into your strategy. So far adoption numbers are underwhelming. But these are early days. The success of Facebook Live shows that Facebook knows how to make video a branding platform.
Integrate your Instagram with commerce. Brands are getting better at giving users compelling reasons to stop scrolling and buy. Expect new features to make social shopping more of an experience.
Augmented reality and virtual reality are branding plays for forward-thinking businesses, but AR and VR still have a long way to go.
Facebook is not as weak as its doubters said it was. Neither is Facebook as powerful as some would have you think. The company has issues. It’s not the cool place for Gen Z to hang out. A potential recession coming up could take a bite out of its advertising revenues. And as I mentioned, regulation is a constant threat. But Facebook remains a strong platform for advertisers with exciting features worth embracing. For more insight into how to succeed with digital media, including Facebook, contact True Interactive. We’re here to help.
Super Bowl LIII achieved its lowest ratings since 2008. The game attracted 98.2 million viewers, down from 103 million viewers in 2018 and 111 million in 2017. And the NFL cannot blame a decline in general viewership from the regular season: ratings were up for the 2018-19 NFL season overall. On a positive note, digital viewership of the Super Bowl increased to a record of 2.6 million.
So what happened? Analysts blamed the appearance of two teams that failed to stir strong interest and a defensive struggle that bored viewers (the game was tied 3-3 going into the fourth quarter).
The decline in ratings has caused some to wonder whether it’s worth it for advertisers to spend $5 million on a 30-second Super Bowl ad. Well, I think that’s the wrong question. The real question is how can businesses maximize the lifespan of a Super Bowl ad beyond the big game itself?
If you’ve followed the Super Bowl year after year, you’re probably aware that businesses preview their Super Bowl ads by dropping teaser videos online weeks before the game, thus creating buzz, just like movie trailers do before a movie release. For example, in January Pringles distributed three teaser videos extolling the virtues of stacking different Pringles flavors while watching TV. These videos were accompanied by a PR blitz that resulted in coverage in publications such as Adweek.
And then after the game, companies enjoy a lift from the post-game analysis of Super Bowl ads. Even ads that get panned by critics create attention for their brands. It’s not like viewers are going to read a post-game ad critique in Advertising Age and boycott a 30-seond spot because it got panned. The criticism might pique their interest. Beyond the post-game analysis come opportunities for brands to distribute ads across multiple venues and optimize them for search. And Burger King is using already its socials to maintain public interest in its well-received spot featuring Andy Warhol eating a Whopper.
In a blog post I published February 1, I share how advertisers use digital media to extend the life of Super Bowl spots after the big game. I discuss the importance of brands exercising creative parity, or ensuring consistent messaging across digital and offline channels. As noted above, viewership of the Super Bowl online increased. Does your digital content match what people see on linear TV? Check out my post for more insight. And contact True Interactive to ensure that your digital ads maximize their value.
The conversation about the voice interface no longer focuses on whether we’re entering a voice-first world. The questions have quickly shifted to who will lead it and how soon using our voices to search for things and manage our lives will be as second nature as texting.
My teammate Taylor Murphy recently discussed an answer to the first question: no single firm “owns” the voice-first world, but both Amazon and Google have a strong lead. The answer to the question about how quickly voice will saturate our lives comes down to how soon people will be comfortable using voice to do tasks that require extremely high levels of trust in the device you’re using, such as buying a product or handling an emergency. Most people use voice to do mundane things like check the weather. Few actually ask Alexa or Google Assistant to order a pizza or conduct other transactions. That’s because we’re not quite ready to trust a device to interpret our speech with enough accuracy.
The major players in voice are trying to address that issue. In Amazon’s January 31 earnings announcement, CEO Jeff Bezos said, “The number of research scientists working on Alexa has more than doubled in the past year, and the results of the team’s hard work are clear. In 2018, we improved Alexa’s ability to understand requests and answer questions by more than 20% through advances in machine learning, we added billions of facts making Alexa more knowledgeable than ever, developers doubled the number of Alexa skills to over 80,000, and customers spoke to Alexa tens of billions more times in 2018 compared to 2017.”
Normally CEOs comment on high-level, visionary messages in earnings releases, such as top-line growth, major product launches, and corporate strategy. I find it interesting that Jeff Bezos decided to talk about Alexa’s accuracy, and the number of Alexa skills developed. What does this tell you? That Alexa is strategic to Amazon. Jeff Bezos already saw the voice-first world coming, and he decided to help shape it.
So what does all this mean to businesses that advertise online? It means that before you know it, we’re going to turn the corner with voice accuracy. Consumers will use their voices for e-commerce. So it’s important to prepare. For example, as noted previously by my colleague Taylor, advertisers should evaluate their search queries and look for conversional text (“Who,” “What,” “Where,” “When,” “Why,” and “How” are great phrases to focus on). Also, pay attention to any long-tail queries that include a natural phrase such as “near me” or “can I get the number for . . . ”
The above advice applies not only to optimizing content on your websites but also preparing your paid media, such as paid search campaigns. Thinking like a customer might be the most effective way of ensuring your digital marketing efforts are visible to RankBrain – part of Google’s core algorithm that employs machine learning to draw the most relevant results from a search query. RankBrain collects multiple data points like keywords and the searcher’s location in an attempt to identify the intent of a search to then pair the query with the most relevant and valuable result.
Remember, voice isn’t just about using Echo or Google Home. It’s also about doing voice searches on devices where ads appear.
If you sell products on Amazon, the sense of urgency to adapt to voice is even greater. Amazon is clearly using its own retail platform to sell more Echo speakers, and more Echo speakers means more people using their voices to find and eventually buy things on Amazon.
For the past few years, I’ve discussed on this blog how Super Bowl advertising demonstrates the power of digital video to complement traditional TV advertising. I’ve asserted that you can obtain as much reach on video as you can through a standard TV ad – or, in some cases, smaller but more targeted reach. Now comes a sensible consideration: what you should do after you launch an ad. This post focuses on the importance of creative parity, or ensuring that your creative is consistent across all your touch points.
Remember This Ad?
What happens after you buy video or TV media is just as important as buying that space itself, sometimes more important. Advertisers capitalizing on a huge event – whether becoming a Super Bowl advertiser or Olympics partner, to cite another example — need to support their sponsorship with TV ads, video ads, display/remarketing banners, emails, social media pushes, and paid search support (to name a few). Take Super Bowl LIII for example: we know that a number of big-name brands will all have commercials airing when the Los Angeles Rams and New England Patriots square off. After Sunday night what will they do? You can’t just fork over the $5 million (or more) for a single 30-second TV spot and call it a day. Instead, you must continue supporting your product. Doritos did a great job of this after the 2018 Super Bowl. You may remember it:
Morgan Freeman and Peter Dinklage rapping with an ice and fire theme (also a nice allusion to a certain TV show that Dinklage stars in) caught everyone’s attention and was one of the highlights of last year. That wasn’t the end of this spot. During the weeks after it initially aired, this spot was broken out into two distinct ads, one for Doritos and second for Mountain Dew (both companies are owned by PepsiCo), and both continued to run. You could find it during the middle of a Simpsons episode, during an NBA game, and on YouTube (and the YouTube Network) as 15-second in-stream ads or six-second bumper ads. Pepsi dished out the additional marketing dollars to continue the support of both products.
The Importance of Creative Parity
Of course, advertisers have plenty of tools at their disposal besides video — everything from straight display banner support to remarketing banners, from email to social media posts (organic and paid) and all the way down to branded paid search. You can push any and all those tactics after running an ad like Doritos and Mountain Dew did. Just make sure you practice creative parity, or consistent messaging and creative look/feel across all your advertising assets. Creative parity is harder to achieve as a brand distributes creative assets online and offline. But it’s essential to embrace creative parity or else all the hard work you put into a Super Bowl ad offline will be wasted when your audience sees a confusing and completely different message in the content you share on your website or social media.
Starting at the Top of the Funnel
The discussion of creative parity begins at the top of the sales funnel. In the example of the Super Bowl, the top of the funnel consists of the Super Bowl TV commercial. If we look at the next step down that funnel, we get to YouTube and video placement. It’s here that we want to continue the concept of parity by cutting our TV commercial into 30-second, 15-second, and six-second videos — and create additional demand via targeting (see my 2017 post about video ad targeting, reporting, and monetization). This approach keeps a product top of mind.
However, it’s here where we can start to tweak our messaging ever so slightly. We may cut the initial commercial to include a high-level deal or promotion that occurs, for example “Free Shipping on Orders $40+.” Now you may want to complement video with display banners. Similar to YouTube, we cast a wide net and try to reach a large audience, but, at the same time, still try to narrow it down from the whole of the internet to, say, 18-34-year-olds interested in food and dining or grocery stores. Again, we use our TV commercial as the basis for our display banners so that our imagery is in parity with our top-down strategy. But we might start to add a little more generic promotion or offer, like the Fridays banner from Reddit below:
Fridays calls out a generic 2/2/2 offer for $20 and includes different variations of food and drink so that it appeals to all users.
The next big step in the top-down funnel is retargeting. Retargeting is where we begin to see direct sales, leads, phone calls, and overall conversions happen. Cookies and data have gotten a bad rap recently, from myself included. The criticism is justifiable in several cases, but from an advertiser’s top-down perspective retargeting is a fantastic tool. If we follow our line of thought on parity, we can target those users who have watched the different cuts of our TV commercial and serve them specific banners.
In our case, we want to create a banner based on the TV commercial but begin to layer specific promotions within the banner itself. If we hit a user who has watched a video and a specific brand page on an advertiser’s site or a specific product page on an advertiser’s site, we are able to start layering in specific offers and promos based on those brands/products. Put another way, we need to start dragging those users who have watched our video ads or have visited our site from display banners further down the funnel. In our branding support (video and display) we haven’t really touched on promos or offers but rather attention to the brand — so once we get to our retargeting banners, we can begin to add any promo to our TV commercial-based banner. No matter what promo is used, however, we need to always keep in mind creative parity. Our banners need to match the style, direction, and language of the creative assets that came before it (video and display). But at the at the same time, we may tweak the content slightly to entice users to convert.
Many of these same tactics can be repurposed to social support. Whether it is Facebook, Instagram, Snapchat, or Twitter, these same concepts can and should be applied. The only difference is that you may place your single image banner, video creative, or carousel banner in messenger, stories, news feed, or right hand rail. The social strategy should be looked at in a similar way as display. The importance of parity remains paramount.
After video, display, and social, we begin to get to the bottom of the funnel. It’s here where promotions and call-to-actions really begin to be applied. In some cases the banners themselves disappear, as in branded paid search, but we are able to use similar language mixed in with specific promos based on the search term a user enters. Search A may not necessarily serve the same promo as Search B, but that’s the beauty of paid search. It’s also here that email can be used effectively. Every advertiser has an email list, but how they are broken out may be different (users who haven’t bought in three+ years, users who buy weekly, users who buy product X, etc.). We can take advantage of how an advertisers email list is broken out and target users with specific emails applying creative parity from the TV commercial. Jumping back to our Doritos/Mountain Dew commercial:
Our email should include Peter Dinklage and Morgan Freeman.
Our language should make sure to reference fire and ice so that the motif continues.
But instead of being a generic message we can start to include specific promos for email list A and another offer or promo for email list B.
Parity is the state or condition of being equal. It’s an important part of advertising that isn’t practiced as well as it should. Why? Because the ability to collect and analyze data quickly often compels businesses to change creative on the fly. If an ad creative isn’t working, it can be changed quickly. Those changes can achieve temporary results but hurt creative parity in the long run, leading to your brand becoming disconnected throughout the customer journey.
Look at the Big Picture
I typically end these blog posts with a quote from some bigwig businessperson. But this time, I’m taking a line from an intellectual (specifically an astrophysicist and cosmologist). Martin Rees said, “Most practising scientists focus on ‘bite-sized’ problems that are timely and tractable. The occupational risk is then to lose sight of the big picture.” Sometimes, marketers need to stop and look at the big picture to see if it matches.
Earlier this year, advertisers complained in a Digiday article that Amazon lacked a robust video ad platform, which made Amazon less attractive to Facebook and Google as an ad platform. Amazon must have been listening. The company launched video ads as part of a broader reorganization of its ad offerings under Amazon Advertising. In recent weeks, I’ve been blogging about various Amazon Advertising products. Here’s a brief overview of video ads to help you understand them.
1 What is Amazon’s Video Advertising Solution?
Amazon’s video offerings are very similar to their display offering in the sense that they use specific audiences with custom creatives to target people on Amazon as well as Amazon-owned and third-party sites (such as Twitch) and devices. Unlike the display offerings, there isn’t a self-managed option – so you must work with a team throughout the whole process.
2 Why Would an Advertiser Use Video Ads?
Video ads are a great way to tell a story. They complement display ads by sharing the same sentiments but with the ability to expand beyond a single image to show the entire story. Video ads are mainly seen as a branding play, but by using highly specific targeting available on Amazon, video ads can also drive people to complete a purchase.
As reported in Digiday, Lego tested video ads in search results on the Amazon app in the United States in 2017. And Lego liked what it saw. James Poulter, Lego’s head of emerging platforms and partnerships, told Digiday, “The test reiterated the importance video and rich media can have when it’s part of the buying journey, especially when 70 percent of all purchase journeys start on Amazon. Surfacing your content in the same place that people are having those journeys has the potential to widen the funnel.”
3 Are There Any Limitations to Video Ads?
As with Amazon’s Display ads, the main limitation with Amazon video ads is the price. Amazon requires a $35,000 budget for both video and display ad campaigns. This hefty price prevents smaller advertisers from being able to test out these advertising features.
4 How Can Advertisers Maximize the Value of Video Ads?
Maximizing the value of video ads requires a goal, good story telling, and smart targeting.
Goals – Since most advertisers on Amazon are selling a product, getting a consumer to complete a purchase is the most obvious goal. Generating brand awareness and recall is another goal that would work well within the Amazon universe.
Stories – Visually show someone how purchasing a product will solve a problem for them. Walk them through a product demonstration, but without it feeling like a sales pitch. Showcase testimonials and reviews. Create an instructional video illustrating specific features of a product.
Targeting – Leverage Amazon’s targeting options to find highly relevant audiences. Take what you know about your customer and match that up with products they buy and shows and videos they watch. Be very specific to the product you sell.