RTC POVs: Premium Facebook Ads (General Audience)


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Facebook's new “Premium Ads” will allow brands to leverage page content and engage with both fans and non-fans. Highly social and interactive, these ads will influence the way that all marketers use Facebook. This POV offers our take on the pitfalls, things to consider, and potential uses for Facebook's new premium ads.

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RTC POVs: Premium Facebook Ads (General Audience)

  1. 1. Highlights Facebook Premium Ads:  Facebook recently announced Implications for Marketers By: David BenBassett, Ruth Lim, Remy Wainfeld, Lian Han and Sara Collis the launch of Premium Ads. Digital Integration & Innovation, RTC March 2012  The new ad units enable brands to use the content they Summary post on their page as the ad unit. Facebook recently rolled out new “Premium Ads” that provide marketers with the opportunity to engage with both fans and non- fans through interactive content drawn directly from their brand  The Premium Ad units will pages. The new Premium Ads are highly social, allowing users to appear on a user’s Facebook “like” and comment directly on the ad—these interactions are homepage, integrating seamlessly then posted on friends’ news feeds as well as on the advertiser’s into the user’s news feed. brand page. These changes will influence the way that marketers in all industries use Facebook  marketers will now have to  The ads are highly social, commit more resources to monitoring user comment and allowing users to “like” and interactions, as well as ensure that there is no disconnect between comment directly on the ads. the brand’s Facebook communications and other platforms. User comments and “likes” will Despite these challenges, the new ad formats offer a better subsequently also be reflected on platform for social engagement, and allow for more feedback and the advertiser’s page. insights from audiences. Key Information  Marketers can utilize the new On February 29 at an invitation-only conference for marketers, social features of the Premium Facebook announced a departure from traditional advertising and Ads to create and engage users in the introduction of new Premium Ads. The functionality of the conversation, as well as better new ads puts more “social” in social media advertising. They differ understand their target audience. from past Facebook ad units by extending reach and impressions across Facebook users, even those that are not fans of a brand, by providing more room for interaction, “likes” and comments, and by offering more ad formats than before. The new formats feature content drawn from a brand’s page posts, and will appear in a user’s news feed and on the right-hand side of the Facebook homepage. Marketers can now choose from six different formats: Photo, Video, Question, Status, Event and Link. Depending on which ad format they choose, marketers have between 90 and 150 characters of text to work with in each ad. The biggest change related to these new formats is the way in
  2. 2. which they will be served up to Facebook users, and the way the content of the ad is formulated. Forexample:  Brands can now choose to promote content that is drawn directly from brand posts on their page, rather than ads that are independently written. This changes the art of ad copywriting, as ad copy and post copy are now one and the same.  Ads will show up on the news feed of fans as well as those who are not fans but have a friend who has taken action on a page (“like,” comment, share, check-in, claim an offer, etc.). This expands reach and socialization of a brand’s content.  The larger format will show users which of their friends (pictures and names) have already “liked” the advertiser, exposing users’ preferences and habits to others.  For people who have already “liked” the page, the ad will include an expanded interface that will allow them to like and/or comment directly from the ad. The “likes” and comments will subsequently be reflected on the brand’s page.Photo: Courtesy of Facebook RTCRM Proprietary Page2
  3. 3. Implications and Action ItemsWhile many marketers have successfully utilized Facebook to increase their brand presence andawareness through effectively engaging audiences, others still struggle to do so. Facebook’s newPremium Ads may help these marketers to be more successful. Through its Premium Ads, Facebook isforcing marketers to shrug off the salesmen approach, and embrace the roles of thought leaders,content creators and community managers.However, as the new Premium Ads are located in “prime locations” such as the user’s news feed, theyare also more intrusive and marketers might end up annoying their target audiences rather thanimproving relations. Therefore, instead of bombarding audiences with ads supplying just product andsale information, marketers should carefully select and only promote information that is valuable andenhancing to the audience’s Facebook experience.Therefore, when developing advertising with Premium Ads, marketers ought to consider the following:  Implication: Premium Ads place the brands’ page in the spotlight like never before. Any disconnect between the brand’s Facebook communications with its other platforms will be more obvious. - Action: Marketers should ensure that advertising content, including text copy and multimedia, match the brand’s current image and personality, and should also be congruent with other marketing communications across all platforms.  Implication: Advertisements on Facebook are now both social media and advertising at the same time. In addition to monitoring interactions on their Facebook page, marketers now have to monitor interactions on their advertisements and respond accordingly in a timely manner. - Action: Marketers should consider the resources they have to manage their Facebook communications as well as reconsider the structure that they are currently maintaining their brand’s Facebook page (i.e. is the person in charge of the brand’s communication on other platforms also overseeing the content on the brand’s Facebook page?).  Implication: The upgraded premium ad formats enable marketers to communicate with Facebook users through a variety of multimedia content, including traditional text and links, as well as photos, videos and questions. - Action: Marketers ought to utilize multimedia to more dynamically engage their audience. Marketers can 1) learn about consumers’ lifestyle, and digital habits through the questions feature, 2) use multimedia content such as videos and high quality visuals to showcase their products, and 3) use the event feature to invite both fans and non-fans to brand event and showcases.  Implication: By using content from the brands’ pages as the main content of the new premium ads, Facebook simplifies and cuts down the process of ad creation. Marketers can now quickly and RTCRM Proprietary Page3
  4. 4. easily alter and improve their ad content according to the feedback and response that they get from new ads. - Action: By analyzing users’ interactions (e.g Likes, Shares, Comments) with ad content through reporting and metrics capabilities, marketers can better understand users’ media content preferences and better tailor future creative strategy to appeal to their target audiences.  Implication: While the social aspects of Premium Ads offer marketers the opportunity to communicate with Facebook users, marketers ought to avoid overwhelming their target audiences, both fans and non-fans. - Action: Marketers should carefully select and only post interesting and relevant content that sparks a conversation and engages users. Marketers can evaluate the frequency of content by the social response of fans and non-fans.ConclusionOverall, while it is still early to report accurately how effective they are, Facebook’s new PremiumAds do provide marketers with opportunities for engaging social consumers. With new socialfeatures that encourage users to participate in genuine conversations on brand advertisements,brands gain more credibility for their ads while also effectively gaining valuable insight fromconsumers. However, as with most digital experiences, a need arises for marketers to think throughtheir approach to the medium and enact a strategy that appropriately fits in line with theiraudience. Understanding your audience, being strategic in your advertised content, and keepingFacebook communications congruent with other communication platforms are a few of the stepsrecommended for the successful use of the new Premium Ads.If you are interested in discussing the impact of these changes for your particular brand, RTC is here foryou—just contact your Digital Strategist, Account Manager or our Business Development office.More information on Facebook’s Premium Ads can be found online:https://www.facebook.com/business/fmc/guides/premium?campaign_id=250393211715997&creative=premiumAbout the Digital Integration and Innovation Team The RTC Digital Integration and Innovation team is tasked with keeping track and making sense of the ever-changing digital world. It’s our job to understand the nuances of how andwhy different types of people use technology and what that tells us about them. More importantly, it’s our jobto help our clients apply this knowledge to better communicate with their customers. We help clients translatebusiness goals into marketing campaigns that build relationships with customers. In the 21st century,understanding how and why someone uses technology is as important as understanding where they live, whatgender they are, and how old they are. That’s where we come in. From ensuring that digital behavior isconsidered in the research phase, to tactical plans that align digital, print and broadcast tactics, we work withclients and internal partners to make sure it all works. RTCRM Proprietary Page4
  5. 5. It’s not about what’s cool. It’s about what works.About RTCRTC is a full-service direct and relationship marketing agency based in Washington, D.C., in the heart ofGeorgetown, with an additional office in New York. RTC boasts more than 45 years’ worth of innovative,targeted solutions that grow its clients’ brands and help them forge lasting, valuable relationships with theircustomers. What distinguishes RTC is its unique ability to analyze data and research on both a rational andemotional level, and to leverage insights gleaned from that data to motivate customers and prospects to takeaction. RTC’s clients include AARP, Procter & Gamble and Janssen Pharmaceuticals, as well as other majorbrands in the pharmaceutical, financial services and telecom industries.To learn more about RTC, please visit www.rtcrm.com or follow the Twitter feed @rtcrm RTCRM Proprietary Page5