Why WhatsApp Matters to Advertisers

Why WhatsApp Matters to Advertisers

Marketing

WhatsApp is one of the most rapidly evolving and exciting apps on the market. The platform recently launched several new features for iOS users, such as status search, notification extension, and suspicious link detection. And with more than 1.5 billion users, WhatsApp is also arguably the most popular messaging app in the world. These points are all well and good, but does WhatsApp matter to advertisers?

Short answer: yes.

As I discuss in a new Adweek Social Pro Daily column, Facebook is making some big moves to monetize WhatsApp. For instance, the newly released WhatsApp Business API (application-programming interface) will make it easier for companies to communicate with current and potential customers through end-to-end encrypted messages. Businesses will now be able to send customized notifications with relevant non-promotional content such as shipping confirmations, appointment reminders, or event tickets, all at a flat rate. According to Sale Stock, a company that uses WhatsApp to deliver product recommendations, order updates and customer service, customers read 90 percent of delivered messages.

My column discusses in more detail how and why Facebook is monetizing WhatsApp. Meanwhile, I believe businesses need to understand how WhatsApp can help them improve both their branding and online commerce strategies. Consider this: people spent 85 billion hours in WhatsApp in the past three months — versus 31 billion in Facebook.

Although Facebook Messenger has a larger base of users in the United States, WhatsApp dominates the messaging app space in countries like Malaysia, Singapore, Spain, Turkey, Brazil, Chile, and Mexico. In those countries, users rely on WhatsApp to share pictures, videos, as well as breaking news. As I discussed in a previous column, WhatsApp is also used around the globe for informal business, connecting local buyers with sellers.

Local businesses in the tourism and restaurant industries are already adopting this tool to connect with customers and prospects. Larger business-to-business and business-to-consumer companies (especially those with interests in the markets mentioned above) should consider implementing WhatsApp in their business development and PR efforts, as the app’s popularity seems to be as high as its potential of driving business.

WhatsApp is wide open for businesses. Contact True Interactive to learn how you can win on WhatsApp.

How Instagram Can Win More IGTV Fans

How Instagram Can Win More IGTV Fans

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Instagram’s IGTV feature is off to a slow start.

TechCrunch reported recently that IGTV, which allows people to upload lengthy videos in a mobile viewing format, has seen a noticeable decline in weekly installs since its June launch.

As TechCrunch noted, “IGTV risks becoming the next Google Plus — a ghost town inside an otherwise thriving product ecosystem.” TechCrunch speculates that the main reason IGTV is struggling to gain a foothold is that YouTube already owns the market for longer-form video. In addition, IGTV has yet to give us any truly breakthrough, viral content, as other social platforms have. There is no “Chewbacca Mom” of IGTV to help people grasp the potential appeal of the app.

Is IGTV in trouble? I don’t think so. If we’ve learned anything about Instagram, it’s that the app is resilient. And IGTV enjoys a huge advantage: a large built-in audience on Instagram, with one billion actively monthly users. But IGTV does need to take some steps to gain more traction. Here are three ways Instagram could do so:

  • Make IGTV more discoverable inside Instagram. Unless you use the IGTV standalone app, you may not even know IGTV exists. For several weeks, Instagram hid IGTV behind a small icon inside Instagram. It was too easy for users to ignore the icon on their screens. Recently Instagram has been making IGTV videos more visible via a more prominent notification call-out with a clickable “watch” button. A more noticeable call-out should help. When Facebook relaunched Marketplace in 2016, giving the feature more prominent real estate on mobile devices helped Marketplace gain traction.
  • Make it possible to livestream IGTV content. The only way to make IGTV videos is to record them on your mobile device and upload them. The process is easy, but people can do the same on YouTube. IGTV should differentiate by giving people the ability to record in the moment as Facebook does with Facebook Live. Doing so would create more opportunities for real-time engagement through viewer comments as happens with Facebook Live.
  • Promote big names and big moments. Instagram could help its own cause by collaborating with its more popular names (such as blogger and performer Baby Ariel) to build excitement for their content. People might be more likely to stop what they’re doing and make room for IGTV if they knew their favorite internet celebrity was going to post a new song or blogging episode at 5:00 p.m. Wednesday instead of discovering the content after the fact. Building excitement for forthcoming content would raise more awareness and get viewers primed to watch and comment on what they see. If you know that Universal Pictures is going to air an interview with Dwayne “the Rock” Johnson from the set of his latest movie, you just might set aside time to watch if you’re a Rock fan – even more so if you know the event would be livestreamed (see suggestion one above).

IGTV’s biggest threat right now? YouTube already does everything IGTV can except give users an elegant way to upload content created in vertical mobile-only mode. But by building more excitement around IGTV and introducing a live experience, Instagram can succeed in the long term. For more insight into how to use IGTV to build your brand, contact True Interactive.

Image source: Embedsocial.com

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

 

Why Facebook’s Woes May Have a Silver Lining

Why Facebook’s Woes May Have a Silver Lining

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Last week I was surprised to receive both an email and phone call from a dedicated Facebook Ads representative interested in setting up a meeting to discuss my current Facebook Campaigns as well as future opportunities. On the surface, a call from a salesperson might not seem newsworthy. But for those of us who have been advertising on Facebook for the past few years, that level of customer service is a sharp contrast from what we have grown to expect from the social media giant. Is it possible that Facebook’s woes, including a steep decline in its stock value, are making Facebook pay a little more attention to customer service?

I sure hope so.

Then and Now

Let’s go back four ago when I first began testing Facebook ads for some of my clients. If I ran into an issue setting up a campaign, had a question about targeting features, or was interested in tips for better results, the chances of finding a way to connect with someone from the Facebook team were slim. There was no chat feature, no easy-to-find customer service phone number, and no email address. Among my agency teammates, it was common to hear, “Hey, does anyone know how to get a hold of someone from Facebook?”

So what’s changed? Frankly, a lot. Do a quick search of recent news stories, and you’ll see that Facebook’s CEO Mark Zuckerberg’s net worth fell more than $16 billion in one day after the company’s stock plunged 20 percent and issued guidance that the financial future of the company isn’t quite as rosy as some investors thought it might be. This news, coupled with Facebook’s privacy issues and recent discovery of inauthentic social media campaigns ahead of the mid-term elections, has proven to be a PR and financial nightmare. Earlier in the year I, predicted that it would be tough sledding in 2018 for Facebook. It’s possible that the company’s woes will turn into improved customer service for advertisers.

Facebook Has an Opportunity

Despite negative press surrounding Facebook, I still believe the platform can be an effective marketing channel, especially when used as a brand awareness tool.  Advertising costs on Facebook are a fraction of those on Google, and there is still an impressively large number of active users to engage. My advice is to take full advantage of the more robust customer support at Facebook.

And Facebook’s customer service can help you, too. A recent call with a Facebook expert led to me testing some new targeting methods as well as adjusting my campaign structure. While it is still early in the test, I am seeing improved engagement and more conversions.  This is a critical time for Facebook as they work to rebuild the integrity of their brand. It is in Facebook’s best interest to help ensure advertisers enjoy as much success as possible using their platform.

Are you seeing better customer service from Facebook? Let me know!

Facebook Sees Success with Marketplace

Facebook Sees Success with Marketplace

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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.

Amazon’s Advertising Business Explodes

Amazon’s Advertising Business Explodes

Marketing

 

Is there anything Amazon cannot do?

In its second quarter earnings announcement, Amazon reported another stellar performance, with earnings that far exceeded analysts’ projections. Its growth was uniformly strong across its businesses, ranging from its cloud computing operation, Amazon Web Services, to its core retail store.

The most intriguing aspect of Amazon’s growth is the way its advertising arm is faring.  As Reuters reported, “Highly profitable ad sales were a bright spot last quarter. The company said revenue from the category and some other items grew 132 percent to $2.2 billion. Analysts were expecting $2.1 billion, according to Thomson Reuters I/B/E/S.”

The company has now been profitable for three straight years. And although online advertising is not the biggest reason for that profitability, it’s becoming crucial to the company’s future, as Amazon continues to look for ways to counterbalance eroding margins from retail. What’s more, advertising growth means Amazon threatens Google and Facebook, with Facebook’s stock being battered in recent days as its advertising business faces a downturn. The Wall Street Journal sums up Amazon’s advertising growth as follows:

Amazon’s advantage is that it can tell advertisers when a consumer bought a product, showing an ad’s effectiveness. Amazon also is attracting spending that would have traditionally taken place in brick-and-mortar stores to ensure good shelf placement.

“Stepping back, it’s now a multibillion-dollar business for us,” Mr. Olsavsky said.

The hundreds of thousands of customers buying up ads include merchants and brands selling on the site, as well as authors and other advertisers who want to reach Amazon customers. The company is going to keep working on automating more of the process and inventing new products, too.

As we have noted on our blog, Amazon is growing its advertising services the way Google has always done: by offering tools that make it easier to rely on Amazon as an advertiser. For instance, Amazon’s Marketing Services and Advertising Platform products offer options ranging from Sponsored Products (a keyword-based campaign promoting a single product) to Amazon Managed Service (Amazon manages display ads on an advertiser’s behalf). These products make it possible to capitalize on Amazon’s increasing popularity as a search platform.

Amazon is building a strong advertising ecosystem that is now extending beyond its core website. As Amazon develops more advertising products, the company will continue to threaten Facebook and Google. Our advice to clients: pay attention to Amazon’s growth and begin to experiment with Amazon advertising if you have not done so already. Get smart on the platform. For more insight, contact True Interactive. We’re here to help.

Facebook Seeks Transparency with View Ads

Facebook Seeks Transparency with View Ads

Social media

You might have heard that Facebook is testing an advertising format that makes it possible for businesses to see other businesses’ Facebook ads. And you might be freaking out. If so, relax. Facebook is becoming more transparent, but not at the expense of advertisers.

Here’s the context: Facebook recently discussed the testing of a new feature known as View Ads. With View Ads, anyone visiting a brand’s Facebook page can see all of the ads connected to that page regardless of who the brand is targeting with the ads. In other words, if you are a brand, your competitors can see all your ads and vice versa.

Facebook is reportedly rolling out the feature more broadly this summer. Regardless of the timing, brands should expect Facebook to implement more measures such as View Ads. Facebook has to become more transparent as a response to myriad controversies surrounding manipulation of the platform during the 2016 presidential election and mounting concerns about the platform’s trustworthiness.

Being able to view your competitors’ ads should not change your ad strategy, nor should the fact that competitors can see yours. The only reason to view competitors’ ads is to fine-tune your own approach so that your brand stands apart. But if you keep the focus of your attention on your customers and take care of your people, your competitors’ Facebook ads won’t matter. In addition, measures to make Facebook more transparent will ultimately help businesses that advertise on Facebook. Transparency is needed to build trust. And Facebook has a trust problem, to say the least.

For more insight into Facebook View Ads, check out my recently published column in Adweek Social Pro Daily. And contact us to understand how to build your digital brand.