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Cake & Socialyse Facebook Platform Updates November 2015

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An up-to-date look at what's new on Facebook

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Cake & Socialyse Facebook Platform Updates November 2015

  1. 1. What’s'Happening'on'Facebook…'' !  Brand Awareness Objective Optimizations …..………………………… 2 !  Introducing Notify …………………………………………………………….3 !  Local Awareness Updates……………………………………………………4 !  Slideshow Ads………………………………………………………………….5
  2. 2. Brand Awareness Objective Optimizations ' What'It'Is! Facebook’s!new!Brand!Awareness!ad!objec2ve!is!designed!to!help!reach!people!more!likely!to!pay! a<en2on!to!an!ad!and!increase!awareness!around!the!brand.!The!new!objec2ve!has!also!added!two!new! op2miza2ons:!one!for!Brand!Awareness!and!the!other!for!Reach.!The!new!op2miza2ons!can!be!found! under!the!Brand!Awareness!objec2ve!in!the!auc2on!and!are!available!for!Image,!Video!and!Carousel!ad! formats!on!both!Facebook!and!Instagram.!! ! •  Brand&Awareness&Op-miza-on:!a!combina2on!of!reach!and!a<en2on,!increasing!brand!awareness!! •  Reach&Op-miza-on:!allows!adver2sers!to!maximize!the!audience!who!sees!an!ad!within!a!specific! period!of!2me,!providing!more!flexibility.!For!example,!when!the!target!audience!is!smaller!than!the! minimum!required!for!using!Reach!+!Frequency,!the!Reach!op2miza2on!can!be!used!as!an!effec2ve! alterna2ve.!! •  Es-mated&Ad&Recall&Li9:!an!es2mate!of!the!ad!recall!liN!an!adver2ser!is!expected!to!gain.!Used!as!the! primary!repor2ng!metrics!for!Brand!Awareness,!it!represents!the!increase!in!number!of!people! expected!to!remember!seeing!an!ad.!! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! Brand'Applica:on'! With!a!campaign!goal!to!increase!brand!awareness,!it’s!recommended!to!include!both!brand!awareness! and!reach!op2miza2ons.!Facebook!tests!show!the!new!Brand!Awareness!op2miza2on!averages!a!60%! higher!ad!recall!than!the!Page!Post!Engagement!objec2ve.!Crea2ng!campaigns!with!the!new!Brand! Awareness!objec2ve!is!a!great!way!for!brands!to!reach!people!who!are!more!likely!to!pay!a<en2on!to!an! ad,!however,!is!likely!to!impact!engagement!and/or!traffic!driving.!!
  3. 3. Notify, Facebook’s New Standalone App ' What'It'Is! Facebook!introduced!No2fy,!a!standalone!no2fica2ons!app!that!allows!users!to!set!customizable! no2fica2ons!on!their!smartphones.!The!app!provides!sta2on!recommenda2ons!based!on!users’! Facebook!interests!and!can!be!personalized!by!users!themselves!by!selec2ng!sta2ons!within! categories!(business,!fashion!&!beauty,!food!&!drink,!etc.)!or!direct!sources!(Billboard,!Buzzfeed,! Esquire,!Vice,!etc.).!! ! No2fica2ons!are!delivered!directly!to!the!lock!screen,!which!has!become!the!new!ba<leground!for! a<en2on.!Receiving!updates!directly!to!the!lock!screen!keeps!users!connected!in!real2me! throughout!the!day!with!the!content!that!they!care!about.!No2fy!also!hosts!an!inapp!feed! featuring!all!no2fica2ons!over!a!24hour!period!for!further!(or!later)!discovery.!! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! Brand'Applica:on'! There!is!no!current!brand!applica2on,!but!it!is!likely!that!the!app!will!open!up!opportunity!for! brands!to!sponsor!take!over!a!sta2on.!This!will!provide!great!brand!visibility,!as!no2fica2ons! appear!on!users’!lock!screen.!!
  4. 4. New&Local&Awareness&Capabili-es&&' ' What'It'Is! Facebook!has!created!new!global!capabili2es!for!local!awareness!ads!that!will!allow!businesses!to! produce!unique!ads!that!include!copy,!calltoac2on!bu<ons,!and!links!that!drive!to!specific! business!loca2ons.!The!new!streamlined!ad!crea2on!and!dynamic!crea2ve!op2ons!allow! adver2sers!to!create!one!ad!that!is!customizable!for!each!of!the!audiences!around!a!business,!for! all!business!loca2ons!at!once.! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! The!pla_orm!has!also!released!Local!Insights,!a!new!sec2on!of!Page!Insights!that!shares! informa2on!about!the!people!near!a!local!business!on!Facebook.!Using!this!data,!adver2sers!can! help!determine!ac2vity!peaks!around!a!par2cular!neighborhood!or!demographic!data!that!may! help!in!tailoring!crea2ve.!Local!Insights!also!allows!you!to!view!the!percentage!of!nearby!users! who!have!seen!your!local!awareness!ad,!providing!deeper!insight!into!the!effec2veness!of!an!ad’s! targe2ng.! ! ' Brand'Applica:on'! The!new!updates!present!a!much!more!streamlined!process!and!allow!adver2sers!to!build! campaigns!that!are!dynamic!and!locally!relevant!to!mul2ple!business!loca2ons.!The!Local!Insights! tool!will!garner!greater!detail!on!the!audiences!and!areas!surrounding!these!loca2ons.!! ! These!updates!are!currently!available!in!the!US!and!expected!to!launch!in!addi7onal!countries!in!2016.!!
  5. 5. Slideshow&Ads&' ' What'It'Is! With!more!and!more!people!watching!video!on!their!mobile!devices,!it!has!become!one!of!the! most!common!media!through!which!brands!engage!customers.!One!obstacle!to!video! consump2on,!however,!is!that!Facebook!is!supported!by!2G!connec2ons!in!many!high!growth! markets.!Video!won’t!run.!To!address!this!limita2on,!Facebook!has!launched!Slideshow.!! ! Slideshow!is!a!new!form!of!lightweight!video!ad!that!reaches!Facebook!users!on!nearly!all! Internetconnected!devices!around!the!world.!This!new!ad!type!is!created!using!sta2c!images,! requiring!less!data.!They!are!much!more!cost!effec2ve!and!s2ll!deliver!the!impact!of!video!ads.! The!photos!will!appear!as!an!animated!slideshow!that!engages!just!like!a!video.!! ! ! ! ! ! ! ! ! ! ! ! ! ! ! Brand'Applica:on'! Op2mized!to!work!across!almost!all!Internetconnected!mobile!devices,!slideshows!reduce!load! 2mes!and!data!costs,!enabling!brands!to!reach!a!larger!audience.!Whether!it’s!using!video!to! create!a!product!catalog!or!provide!a!tutorial,!slideshows!can!help!brands!tell!their!story!in!a!new! way.!!

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