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Cake & Socialyse Facebook August 2015 POV

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An up to date look at what's happening on Facebook - Audience Network's Ad Objectives

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Cake & Socialyse Facebook August 2015 POV

  1. 1. What’s'Happening'on'Facebook…'' Audience(Network’s(New(Ad(Objec4ves(' ' What'It'Is( In#the#past#year,#the#Audience#Network#has#become#one#of#the#largest#and#best# performing#mobile#ad#networks#in#the#world.#With#its#success,#Facebook#has#enabled# the#following#ad#objec?ves#and#formats:## # •  Video(crea4ve(for(mobile(app(install(ads((mobile#app#video#ads)#will#appear#in# both#inters??al#and#na?ve#format.## # •  All#dynamic#product#ad#campaigns#are#currently#available#in#the#Audience# Network#via#the#API,#before#rolling#out#to#selfEserve#interfaces#in#the#coming# weeks.' ' Brand'Applica:on'# These#updates#show#the#growth#of#the#Audience#Network#and#how#Facebook# con?nues#to#test#and#expand#opportuni?es#for#brands,#focusing#on#mobile# adver?sing.## # •  Carousel(ads(will#now#be#available# for#mobile#app#and#link#ads,#and# will#support#the#first#two#images# uploaded.#Facebook#will#be# enabling#addi?onal#images#and# cards#over#the#next#few#weeks.## # •  Dynamic(product(ads((DPA)#can# now#run#on#the#Audience#Network.# These#ads#will#be#displayed#in#the# carousel#or#single#crea?ve#format.##
  2. 2. Live(Broadcas4ng(for(Verified(Accounts(' ' What'It'Is( Recently#launched,#Live#lets#verified#accounts#start#live#video# streams#via#Facebook.#Users#can#tune#in#to#watch#in#realE?me# as#well#as#like,#comment,#and#share#while#viewing.#Users#who# like#or#have#recently#engaged#with#a#broadcaster’s#page#may# find#their#Live#stream#in#their#news#feed#or#receive#a# no?fica?on#to#tune#in.#Once#a#Live#stream#is#complete,#the# content#is#permanently#saved#to#the#broadcasters#profile#for# con?nuous#viewing.## # To#start#a#Live#stream,#verified#accounts#must#select#the#“Post”# buOon#within#the#Men?ons#app,#followed#by#selec?ng#Live# Video.#Broadcasters#are#then#able#to#add#a#descrip?on#before# selec?ng#“Go#Live.”## # Brand'Applica:on'# The#introduc?on#of#Live#further#accentuates#the#importance#of# realE?me#video#content.#In#compe??on#with#new#plaUorms# Periscope#and#Meerkat,#the#new#feature#is#an#aOempt#for# Facebook#to#stay#relevant#with#millennials.# # Because#Live#streams#are#saved#permanently,#they#not#only# drive#realE?me#engagement#but#also#play#into#Facebook’s# exclusive#video#content#trove#that#can#show#in#the#feed#to# make#video#ads#appear#na?ve.## # With#the#ability#to#view#comments#while#broadcas?ng,#Live# opens#a#large#opportunity#for#brands#and#influencers#to#have# open#conversa?ons#with#consumers#such#as#Live#Q&A’s.## # #
  3. 3. New(Messaging(Features(for(Business' ' What'It'Is# Facebook#recently#announced#a#number#of#new#features#for#Pages#that#help#people#beOer# connect#with#brands#through#messaging#but#also#helps#page#admins#respond#more#efficiently.# Messaging#is#the#primary#way#that#people#are#communica?ng#with#each#other#today#and#is# increasingly#becoming#the#preferred#way#users#are#communica?ng#with#businesses.## # The#recently#announced#features#include:# •  A#new#“Send#Message”#call#to#ac?on#buOon#for#local#awareness#ads# •  The#ability#to#respond#to#page#post#comments#with#a#direct#message# •  A#new#badge#highligh?ng#Pages#that#are#“highly#responsive”# •  The#ability#to#customize#and#save#responses#to#common#ques?ons# •  New#inbox#management#features# Brand'Applica:on'# Messaging#has#become#a#preferred#communica?on#for#social#media#users#and#these# features#make#it#easier#for#people#and#businesses#on#Facebook#to#start#realE?me# conversa?ons.#These#features#offer#consumers#a#convenient#and#personal#way#to#connect# with#your#brand,#in#a#way#that#is#efficient#from#the#brand#perspec?ve#as#well.## # Messaging#features#also#provide#the#poten?al#to#decrease#nega?ve#chaOer#around# customer#service,#as#individual#complaints#can#be#shared#and#discussed#more#privately.## # All#new#features#will#be#rolled#out#over#the#next#few#weeks,#however#many#are#already# available#for#access.##
  4. 4. New(Datalogix(Targe4ng(Capabili4es' ' What'It'Is# Datalogix#is#a#thirdEparty#data#company#that#provides#Facebook#with#data#to#target# audience#behavior.#They#have#recently#shared#updated#targe?ng#capabili?es#that#are# not#yet#public,#but#can#be#whitelisted#for#availability#with#an#es?mated#7#day#no?ce.## # •  SpendKaKlikes:(Similar#to#Facebook#lookalikes,#however#“SpendEaElikes”#weigh# heavily#on#spending#habits#rather#than#on#interests/behavior.# •  Compe4tor(Sets:(Datalogix#can#now#build#an#audience#of#people#who#are#buying# products#from#compe??ve#brands.# •  Managed(Custom(Audiences:(Similar#to#Facebook#Custom#Audiences,#CRM#data# is#uploaded#and#Datalogix#is#able#to#cross#reference#emails.# •  TV(Audiences:#Reach#people#who#watch#or#DVR#certain#TV#shows.## Leveraging#these#addi?onal#features#come#at#no#addi?onal#cost#to#adver?sers.# # Brand'Applica:on'# SpendEaElikes#can#be#a#great#tool#for#niche#businesses#that#are#trying#to#reach#a# consumer#with#par?cular#purchase#habits.#Addi?onally,#Datalogix#has#found#that# users#typically#have#mul?ple#email#addresses#so#businesses#have#seen#higher#match# rates#in#certain#ver?cals#when#using#Managed#Custom#Audiences.##

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