The document discusses the rise of mobile usage and provides guidance on using Facebook mobile ads. It notes that in 2012, 1 billion users accessed Facebook on mobile devices and 1 billion smartphones were in use globally. Various types of Facebook mobile ads like sponsored stories, page post ads, and mobile app install ads are described as having high engagement, low costs, and being effective at driving installs and sales. The document emphasizes segmenting ads by device, country and other factors and thinking "mobile first" for social marketing strategies.
The collision of data and advanced learning algorithms is no more apparent than in search marketing. And that requires effective and flexible models aligned with accurate data. Check out how the digital gurus at TUI First Choice think about campaign optimisation and how you can apply it to your business.
These slides were first presented at the Adobe Digital Marketing Summit EMEA 2012 (15-16 May).
An introduction from Adobe's Jeremy Waite on the future of social business, before welcoming Brian Solis to the stage for an exclusive Q&A in London on 12 July 2013 (view Brian's slides here: http://slidesha.re/13kKtIY)
The collision of data and advanced learning algorithms is no more apparent than in search marketing. And that requires effective and flexible models aligned with accurate data. Hear how the digital gurus at TUI First Choice think about campaign optimisation and how you can apply it to your business.
The collision of data and advanced learning algorithms is no more apparent than in search marketing. And that requires effective and flexible models aligned with accurate data. Check out how the digital gurus at TUI First Choice think about campaign optimisation and how you can apply it to your business.
These slides were first presented at the Adobe Digital Marketing Summit EMEA 2012 (15-16 May).
An introduction from Adobe's Jeremy Waite on the future of social business, before welcoming Brian Solis to the stage for an exclusive Q&A in London on 12 July 2013 (view Brian's slides here: http://slidesha.re/13kKtIY)
The collision of data and advanced learning algorithms is no more apparent than in search marketing. And that requires effective and flexible models aligned with accurate data. Hear how the digital gurus at TUI First Choice think about campaign optimisation and how you can apply it to your business.
Current data shows that user generated content (UGC) is one of the most trusted sources of information, driving 29% higher conversion rates on websites and influencing 90% of purchase decisions. Learn how Adobe Experience Manager Livefyre enables you to discover, organize and publish a constant flow of trusted UGC onto owned properties to invigorate content strategies, engage and influence audiences and drive revenue.
Mobile apps present a new and unique channel that all hotels must consider if they are serious about a comprehensive mobile marketing strategy. This webinar will clear up many of the myths that exist out there and that are incorrectly spreading through the hospitality industry.
Pick Your Poison – Mobile Web, Native or Hybrid?Effective
Presented at Denver Startup Week - October 2012
As developers, one of the largest challenges is deciding what kind of mobile application to build: mobile web, hybrid, or native mobile. This is a thorny question because there isn’t a black-and-white answer. The solution can sit anywhere from pure mobile web to pure native mobile, or somewhere in between. In this session, Shane Church, technical lead at EffectiveUI, uncovers how the answer is tied to deep consideration of architecture decisions, the needs of the user, and the business goals for both the short and long term. He goes step-by-step through the questions and project considerations they should address when preparing to embark on a mobile development project. You'll learn that your responses to these questions will drive a clear path to the right decision that keeps end-users and organizational goals in line.
iQ FutureNow: Ensuring the success of your mobile strategyiQcontent
Xavier Agnetti from Adobe tells us directly from the leader of digital marketing technology how to analyse and measure the effectiveness of your mobile strategy. First presented at iQ FutureNow, Manchester 4 July 2012.
JUMP13 Whitepapers Live: Mobile InnovationJamie Brighton
A new statistic or report seems to be released every day about device adoption, app downloads or the changing ways in which consumers are interacting on mobile channels. Behind these statistics are significant business challenges that also represent significant business opportunities for those brands and marketers that embrace mobile marketing. This session will explore those opportunities and look at some specific examples of companies that are innovating in the mobile channel - by providing uniquely mobile customer experiences that truly enhance the relationship that the customer has with the brand. It will also look at the tools that are available to help marketers address the mobile channel, from app creation and management to behavioural analytics and mobile content optimisation and targeting.
Presented at 3|SHARE's EVOLVE'15 - The Adobe Experience Manager Community Summit on Monday August 19th, 2015 at the Hard Rock Hotel in San Diego, CA. http://evolve.3sharecorp.com
Topic: The reinvention of Marketing
* How to understand, measure and optimise Big Data
* Analysing the audience: How they are using current trends in digital marketing and solutions and what you should be doing
* Comparing and Competing: How to use “Digital Index Reports” to benchmark sectors and companies for awesome results!
Presentation at On The Edge Reading, 24th September 2014.
The reinvention of Marketing with Jamie Brighton, Head of Strategic Marketing EMEA, Adobe
- How to understand, measure and optimise Big Data
- Analysing the audience: How they are using current trends in digital marketing and solutions and what you should be doing
- Comparing and Competing: How to use “Digital Index Reports” to benchmark sectors and companies for awesome results!
Current data shows that user generated content (UGC) is one of the most trusted sources of information, driving 29% higher conversion rates on websites and influencing 90% of purchase decisions. Learn how Adobe Experience Manager Livefyre enables you to discover, organize and publish a constant flow of trusted UGC onto owned properties to invigorate content strategies, engage and influence audiences and drive revenue.
Mobile apps present a new and unique channel that all hotels must consider if they are serious about a comprehensive mobile marketing strategy. This webinar will clear up many of the myths that exist out there and that are incorrectly spreading through the hospitality industry.
Pick Your Poison – Mobile Web, Native or Hybrid?Effective
Presented at Denver Startup Week - October 2012
As developers, one of the largest challenges is deciding what kind of mobile application to build: mobile web, hybrid, or native mobile. This is a thorny question because there isn’t a black-and-white answer. The solution can sit anywhere from pure mobile web to pure native mobile, or somewhere in between. In this session, Shane Church, technical lead at EffectiveUI, uncovers how the answer is tied to deep consideration of architecture decisions, the needs of the user, and the business goals for both the short and long term. He goes step-by-step through the questions and project considerations they should address when preparing to embark on a mobile development project. You'll learn that your responses to these questions will drive a clear path to the right decision that keeps end-users and organizational goals in line.
iQ FutureNow: Ensuring the success of your mobile strategyiQcontent
Xavier Agnetti from Adobe tells us directly from the leader of digital marketing technology how to analyse and measure the effectiveness of your mobile strategy. First presented at iQ FutureNow, Manchester 4 July 2012.
JUMP13 Whitepapers Live: Mobile InnovationJamie Brighton
A new statistic or report seems to be released every day about device adoption, app downloads or the changing ways in which consumers are interacting on mobile channels. Behind these statistics are significant business challenges that also represent significant business opportunities for those brands and marketers that embrace mobile marketing. This session will explore those opportunities and look at some specific examples of companies that are innovating in the mobile channel - by providing uniquely mobile customer experiences that truly enhance the relationship that the customer has with the brand. It will also look at the tools that are available to help marketers address the mobile channel, from app creation and management to behavioural analytics and mobile content optimisation and targeting.
Presented at 3|SHARE's EVOLVE'15 - The Adobe Experience Manager Community Summit on Monday August 19th, 2015 at the Hard Rock Hotel in San Diego, CA. http://evolve.3sharecorp.com
Topic: The reinvention of Marketing
* How to understand, measure and optimise Big Data
* Analysing the audience: How they are using current trends in digital marketing and solutions and what you should be doing
* Comparing and Competing: How to use “Digital Index Reports” to benchmark sectors and companies for awesome results!
Presentation at On The Edge Reading, 24th September 2014.
The reinvention of Marketing with Jamie Brighton, Head of Strategic Marketing EMEA, Adobe
- How to understand, measure and optimise Big Data
- Analysing the audience: How they are using current trends in digital marketing and solutions and what you should be doing
- Comparing and Competing: How to use “Digital Index Reports” to benchmark sectors and companies for awesome results!
"The Truth About Mobile Marketing for B2B Companies" -- As part of SoCal BMA's 'The Leading Edge' executive signature series, Adobe's Head of Strategic Marketing for Mobile, Ray Pun, delivered this interactive presentation to our members and guests on November 19, 2015, at in San Diego.
Over the past 5 years, we have heard the call for “Mobile First”. But how does this apply to business-to-business companies, especially if the buyer is transacting through a salesperson? According to Forrester Research, 53% of B2B purchase decision makers use personal mobile devices to research new business-related products and services. In the B2B world, Mobile First is what's next.
Thinking about the buyer’s journey, it is clear that smartphone and tablet experiences are important influencers. Attendees to this event gained insights on why companies are shifting focus to Mobile First marketing, as well as the key points on the importance and opportunities of mobile marketing for B2B organizations.
Ray addressed the impact of mobile on your digital marketing strategies; trends among B2B companies investing in mobile experiences; key considerations for building an effective mobile marketing team; and the future "mobile only” buyer.
This is a presentation made at the AdMonsters Mobile Ops Event on Dec 7th. We have taken a look at Responsive Web Design in the context of the future of mobile and mobile marketing. For more information contact us at Responsiveweb@adostrategies.com or info@adostrategies.com
The New Workplace: Unleashing The Power Of Enterprise MobilityChris Pepin
Increasing usage of smartphones and tablets in the consumer space is putting pressure on CIOs to adopt more flexible workplace strategies. Come learn how to embrace the new workplace and unleash the power of enterprise mobility to improve productivity, reduce response time and increase employee satisfaction.
iBeacons: Reality or Still a Work in Progress?Ray Pun
Presentation at Mobile Week 2015 in NYC. Examples of location-based experiences, beacon case studies, barriers to consumer adoption, location data & privacy, Adobe Marketing Cloud and location analytics.
Connected Experiences: From Websites to Wearables to WhateverRebecca Lieb
Harnessing digital connections to foster deeper human connections is the highest opportunity of bridging the digital & physical worlds. How marketing is evolving to create connected customer experiences, the risks and rewards to marketers of doing so, and how to start the journey.
Simplify and Accelerate App Development with Adobe AEM MobilePerficient, Inc.
While some argue that the mobile apps market is saturated, Gartner has indicated that the demand for enterprise mobile apps will grow at least five times faster than internal IT organization’s capacity to deliver them, leaving many companies struggling to create mobile experiences to support their business.
In our webinar, we covered how Adobe AEM Mobile simplifies and accelerates development of mobile apps and enables marketers to:
-Increase speed to market with reduced IT support
-Manage and publish mobile experiences and content more efficiently
-Develop a centralized model to support app development
Mobile is changing the way our customers use email. Learn how to incorporate mobile in a cross-channel business climate from email marketing experts, originally presented at Adobe Summit.
Presentation from Brian Solis, Principle Analyst and Author, given at an exclusive Q&A and book signing hosted by Adobe in London on 12 July 2013.
During his talk, Brian examined:
- The rise of the connected customer
- How leadership can survive Digital Darwinism
- The Four Moments of Truth through navigating the evolving landscape of new consumerism
- How to align user experience with innovation and leadership in order to improve business performance and engagement
Adobe & Econsultancy: From Content Management to Customer Experience ManagementAdobe Marketing Cloud
This Adobe & Econsultancy Digital Intelligence Briefing is devoted to the topic of web content management (WCM), an area which is becoming a focal point for companies wishing to deliver a truly seamless multichannel customer experience.
The report is based on a global survey which has attracted more than 1,000 respondents.
Download a full copy of the report here: http://adobe.ly/13mx07w
Global computing leader Acer decided to put the marketing power of social media to the test by creating an integrated marketing campaign. Hear from Jamie Mulligan, social media consultant at Adobe (formerly Efficient Frontier) about how the company integrated targeted paid media via social ad buys; owned media with Acer-issued press releases and Web site cross-linking, e-mail campaigns, and other activities; and earned media through word of mouth. Learn how Acer manages its Facebook ads, including placements, performance monitoring, and spend optimization.
Businesses are now using paid media in social to complement earned media efforts to create visibility, drive scale and maintain momentum. This session is for social media strategists and digital marketers across all industries. Learn about Paddy Power’s approach to paid social, what goals they set and how social fits into their marketing mix. Also hear how they use Adobe’s Social Media Solution to help them evolve.
Data, in all of its forms, paints the picture of who your customer really is, your customer’s Digital Self… and within that lies the smaller, critical insights that will drive your marketing success. The New School of Marketing requires taking the countless signals, these self-defining choices, and turning them into meaningful experiences.
Build and optimise campaigns that convert in the age of inbox overloadAdobe Marketing Cloud
This presentation explores how digital marketers can use the information that is available about the consumer’s 'digital self' to make their messaging more targeted and relevant, and ensure that they get seen among the multitude of other communications that the average consumer receives on a daily basis.
The Metaverse and AI: how can decision-makers harness the Metaverse for their...Jen Stirrup
The Metaverse is popularized in science fiction, and now it is becoming closer to being a part of our daily lives through the use of social media and shopping companies. How can businesses survive in a world where Artificial Intelligence is becoming the present as well as the future of technology, and how does the Metaverse fit into business strategy when futurist ideas are developing into reality at accelerated rates? How do we do this when our data isn't up to scratch? How can we move towards success with our data so we are set up for the Metaverse when it arrives?
How can you help your company evolve, adapt, and succeed using Artificial Intelligence and the Metaverse to stay ahead of the competition? What are the potential issues, complications, and benefits that these technologies could bring to us and our organizations? In this session, Jen Stirrup will explain how to start thinking about these technologies as an organisation.
Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdfPaige Cruz
Monitoring and observability aren’t traditionally found in software curriculums and many of us cobble this knowledge together from whatever vendor or ecosystem we were first introduced to and whatever is a part of your current company’s observability stack.
While the dev and ops silo continues to crumble….many organizations still relegate monitoring & observability as the purview of ops, infra and SRE teams. This is a mistake - achieving a highly observable system requires collaboration up and down the stack.
I, a former op, would like to extend an invitation to all application developers to join the observability party will share these foundational concepts to build on:
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024Albert Hoitingh
In this session I delve into the encryption technology used in Microsoft 365 and Microsoft Purview. Including the concepts of Customer Key and Double Key Encryption.
Welcome to the first live UiPath Community Day Dubai! Join us for this unique occasion to meet our local and global UiPath Community and leaders. You will get a full view of the MEA region's automation landscape and the AI Powered automation technology capabilities of UiPath. Also, hosted by our local partners Marc Ellis, you will enjoy a half-day packed with industry insights and automation peers networking.
📕 Curious on our agenda? Wait no more!
10:00 Welcome note - UiPath Community in Dubai
Lovely Sinha, UiPath Community Chapter Leader, UiPath MVPx3, Hyper-automation Consultant, First Abu Dhabi Bank
10:20 A UiPath cross-region MEA overview
Ashraf El Zarka, VP and Managing Director MEA, UiPath
10:35: Customer Success Journey
Deepthi Deepak, Head of Intelligent Automation CoE, First Abu Dhabi Bank
11:15 The UiPath approach to GenAI with our three principles: improve accuracy, supercharge productivity, and automate more
Boris Krumrey, Global VP, Automation Innovation, UiPath
12:15 To discover how Marc Ellis leverages tech-driven solutions in recruitment and managed services.
Brendan Lingam, Director of Sales and Business Development, Marc Ellis
zkStudyClub - Reef: Fast Succinct Non-Interactive Zero-Knowledge Regex ProofsAlex Pruden
This paper presents Reef, a system for generating publicly verifiable succinct non-interactive zero-knowledge proofs that a committed document matches or does not match a regular expression. We describe applications such as proving the strength of passwords, the provenance of email despite redactions, the validity of oblivious DNS queries, and the existence of mutations in DNA. Reef supports the Perl Compatible Regular Expression syntax, including wildcards, alternation, ranges, capture groups, Kleene star, negations, and lookarounds. Reef introduces a new type of automata, Skipping Alternating Finite Automata (SAFA), that skips irrelevant parts of a document when producing proofs without undermining soundness, and instantiates SAFA with a lookup argument. Our experimental evaluation confirms that Reef can generate proofs for documents with 32M characters; the proofs are small and cheap to verify (under a second).
Paper: https://eprint.iacr.org/2023/1886
Why You Should Replace Windows 11 with Nitrux Linux 3.5.0 for enhanced perfor...SOFTTECHHUB
The choice of an operating system plays a pivotal role in shaping our computing experience. For decades, Microsoft's Windows has dominated the market, offering a familiar and widely adopted platform for personal and professional use. However, as technological advancements continue to push the boundaries of innovation, alternative operating systems have emerged, challenging the status quo and offering users a fresh perspective on computing.
One such alternative that has garnered significant attention and acclaim is Nitrux Linux 3.5.0, a sleek, powerful, and user-friendly Linux distribution that promises to redefine the way we interact with our devices. With its focus on performance, security, and customization, Nitrux Linux presents a compelling case for those seeking to break free from the constraints of proprietary software and embrace the freedom and flexibility of open-source computing.
Pushing the limits of ePRTC: 100ns holdover for 100 daysAdtran
At WSTS 2024, Alon Stern explored the topic of parametric holdover and explained how recent research findings can be implemented in real-world PNT networks to achieve 100 nanoseconds of accuracy for up to 100 days.
Enhancing Performance with Globus and the Science DMZGlobus
ESnet has led the way in helping national facilities—and many other institutions in the research community—configure Science DMZs and troubleshoot network issues to maximize data transfer performance. In this talk we will present a summary of approaches and tips for getting the most out of your network infrastructure using Globus Connect Server.
SAP Sapphire 2024 - ASUG301 building better apps with SAP Fiori.pdfPeter Spielvogel
Building better applications for business users with SAP Fiori.
• What is SAP Fiori and why it matters to you
• How a better user experience drives measurable business benefits
• How to get started with SAP Fiori today
• How SAP Fiori elements accelerates application development
• How SAP Build Code includes SAP Fiori tools and other generative artificial intelligence capabilities
• How SAP Fiori paves the way for using AI in SAP apps
A tale of scale & speed: How the US Navy is enabling software delivery from l...sonjaschweigert1
Rapid and secure feature delivery is a goal across every application team and every branch of the DoD. The Navy’s DevSecOps platform, Party Barge, has achieved:
- Reduction in onboarding time from 5 weeks to 1 day
- Improved developer experience and productivity through actionable findings and reduction of false positives
- Maintenance of superior security standards and inherent policy enforcement with Authorization to Operate (ATO)
Development teams can ship efficiently and ensure applications are cyber ready for Navy Authorizing Officials (AOs). In this webinar, Sigma Defense and Anchore will give attendees a look behind the scenes and demo secure pipeline automation and security artifacts that speed up application ATO and time to production.
We will cover:
- How to remove silos in DevSecOps
- How to build efficient development pipeline roles and component templates
- How to deliver security artifacts that matter for ATO’s (SBOMs, vulnerability reports, and policy evidence)
- How to streamline operations with automated policy checks on container images
Removing Uninteresting Bytes in Software FuzzingAftab Hussain
Imagine a world where software fuzzing, the process of mutating bytes in test seeds to uncover hidden and erroneous program behaviors, becomes faster and more effective. A lot depends on the initial seeds, which can significantly dictate the trajectory of a fuzzing campaign, particularly in terms of how long it takes to uncover interesting behaviour in your code. We introduce DIAR, a technique designed to speedup fuzzing campaigns by pinpointing and eliminating those uninteresting bytes in the seeds. Picture this: instead of wasting valuable resources on meaningless mutations in large, bloated seeds, DIAR removes the unnecessary bytes, streamlining the entire process.
In this work, we equipped AFL, a popular fuzzer, with DIAR and examined two critical Linux libraries -- Libxml's xmllint, a tool for parsing xml documents, and Binutil's readelf, an essential debugging and security analysis command-line tool used to display detailed information about ELF (Executable and Linkable Format). Our preliminary results show that AFL+DIAR does not only discover new paths more quickly but also achieves higher coverage overall. This work thus showcases how starting with lean and optimized seeds can lead to faster, more comprehensive fuzzing campaigns -- and DIAR helps you find such seeds.
- These are slides of the talk given at IEEE International Conference on Software Testing Verification and Validation Workshop, ICSTW 2022.
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
Le nuove frontiere dell'AI nell'RPA con UiPath Autopilot™UiPathCommunity
In questo evento online gratuito, organizzato dalla Community Italiana di UiPath, potrai esplorare le nuove funzionalità di Autopilot, il tool che integra l'Intelligenza Artificiale nei processi di sviluppo e utilizzo delle Automazioni.
📕 Vedremo insieme alcuni esempi dell'utilizzo di Autopilot in diversi tool della Suite UiPath:
Autopilot per Studio Web
Autopilot per Studio
Autopilot per Apps
Clipboard AI
GenAI applicata alla Document Understanding
👨🏫👨💻 Speakers:
Stefano Negro, UiPath MVPx3, RPA Tech Lead @ BSP Consultant
Flavio Martinelli, UiPath MVP 2023, Technical Account Manager @UiPath
Andrei Tasca, RPA Solutions Team Lead @NTT Data
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
‘We are a mobile company’ – these words were spoken by Mark Zuckerberg at Techcrunch disrupt in back in September. Does anyone know what happened yesterday?Yesterday (as usual!) he was proved correct as mobile daily active users exceeded web daily active users for the first time in the companies history.Facebook has over680 million users who access the social network via mobile every day. At the end of Q3 Facebook announced that 14% of their ad revenue came from mobile, with that figure rising to 23% at the end of Q4. Now that’s a very significant amount and rapid growth considering Facebook even have a single mobile ad format at the turn of the year. As users shift to mobile, brands like you, and advertisers like us must adapt. Marc has just taken you through why you need to have a social mobile strategy and now I’m going to take you through some of the ad formats, optimizations, segmentation strategies that we think are crucial to achieving success on Facebook
Sponsored Stories, Page Post Ads, Mobile App Install Ads
How many people have seen these on their mobile device? Around half of you? And how any of you realise they are ads? That’s native advertising ladies and gentlemen and partially explains why they are so effective!Fan acquisition, while now executed in smarter ways than the ‘we want a million fans’ campaigns of days gone by, is still a crucial part of Facebook strategy. For fan acquisition campaigns making use of the Mobile Page Like Sponsored Story is now crucial to success. On average using these ads we see CTR 12-15 times and CPLs 30-45% lower than regular Sponsored Story formats.
Another way to use Sponsored Stories on mobile is via Action Spec Sponsored Stories to promote custom actions that take place within the App. This is a great way of fostering engagement and acquiring new app users. The auto generation of ads from actions within the app also keeps the content fresh and relevant to users. We saw 25% lower CPA using then desktop formats for a leading travel brand.
Page post ads on mobile take up a serious amount of real estate – as you can see in this image it takes up the almost the whole of the screen. These are really effective for both engagement or direct response goals and work best with high quality video or image content that is sized correctly to maximise impact on the users screen.When running these ads its key to keep copy short and punchy with strong calls to action. Many users flick through the newsfeed very quickly and when their attention is captured by an image they need to be able to digest the content and relevant action quickly too.Another tip is to make use of Facebook’s optional URL tags to differentiate paid and natural content so you can correctly attribute sales to the right place.
For leading retailer Play.com we used highly engaging images to distribute promotions via page post ads placed in the newsfeed.As well as triple digit sales uplift and high ROI they saw significant social engagement with some of the content getting shared over 1000 times. This is an example of the earned media Facebook can give you.Interestingly across the board we see 20-30% more engagement from users on mobile devices.
The mobile Page Post Offer Ad is another of our favourite units. Now I’m not sure if everyone is aware what Facebook Offers are, but they essentially provide a viral mechanism, whereby claiming the offer leads to a story being published to the users newsfeed and timeline, whereby it can then seen by their friends. Running Page Post Ads and Sponsored Stories in conjunction in the mobile feed is one of the best ways to promote these offers with 40% lowercost per offer claim on Mobile for a leading travel brand compared to RHS and a leading gambling brand sees a CPA of up to 1/10 of compared to other Facebook Ads from using these ads as part of their Facebook strategy.
How many brands here have a iphone or android app? Facebook mobile app install ads are probably the most effective ads unit to gain app installs with 20% of iOS’s top 100 grossing developers using them regularly. If you are promoting an app and not using these now your missing a trick.They are large and have an extremely high CTR, sometimes as high as 50%, as a result they have a low cost per install, with many of our clients finding they have the lowest cost per install of any channel.In addition, due to the sheer numbers of mobile users on Facebook they also have 10 to 20x the potential reach of many of those other channels.
So why are they so effective? Well firstly we have the ability to layer any ofexisting Facebook targeting on, demographic, likes and interests and the countless combinations of these targeting options that are possible.Facebook also provides demographic data on the Facebook members who install your app. Mobile app install ad buyers can now break out new installs by age, gender, language and country and then customize their ad units with images and descriptions specific totheir target audiences.
What's more, by developing your app in line with Facebook’s SDK and you can even install the apps without ever leaving Facebook, minimising friction to the user and therefore providing a conversion rate uplift
Those are the main mobile ad formats covered off. Using the right ads formats is part of the picture but not the whole story. Many of Facebook’s ads can run across multiple placements on the network (All Facebook, Desktop Only, News Feed, Dekstop Newsfeed and Mobile). Ensure that your ads that are running across multiple placements are segmented out into individual ads or campaigns. The are a couple of reasons for this:Facebook does not currently offer mobile specific reporting functionality so this lets you evaluate the performance of your ads in different areas of the site.This then also enable you to set the appropriate bid and budget for each of these segments.By using this technique for Play.com we were able to see that the Newsfeed Placements far outperformed the other placements and that the mobile newsfeed experienced one of the highest CTRs and lowest CPCs.
Do you remember at the start of the presentation I mentioned that at the beginning of the year Facebook didn’t even have a single mobile ad format?! I think this slide really demonstrates the pace of mobile development on Facebook and how seriously they are taking it.InAugust,October,December. This also shows how much effort and hard work it is to keep up to date and why you really need to eat, sleep and breathe Facebook to stay ahead. If you manage to do this as mentioned the rewards are great…but imagine if you are still running the October version while you competitors are all using Decembers?!
As well as segmenting by placement you can also segment your ads by device. Don’t forget Android – there are now more Facebook users on Android with 192 million monthly active users thanon iPhone which has only has 147 million.Targeting iPad can lead to significantly higher conversion rates and average order values, especially in retail and fashion. I don’t have an ipad myself but I can picture how large some of these ads are on an iPad screen and how attention grabbing they are.
Now this is really cool and one of my favourite techniques. Custom Audiences were launched around the same time but haven’t received anyway near as much coverage in the press as Facebook Exchange, but they are an extremely powerful way to leverage existing CRM data and just as important as FBX in the marketing mix. In case people aren’t aware custom audiences allow you to upload data such as email addresses, phone numbers or user ids into Facebook for targeting.These are some of the most popular ways we leverage this data. Use Custom Audiences to exclude existing customers. This prevents wastage and is extremely popular with brands in the gambling or finance sectors who are focused on customer acquisition.Use Custom Audiences to retarget users on their mobile devices. For example you could target users who may have show some interest but not gone the final step and converted, or to target existing customers to encourage repeat purchasing. Converting existing customers to fans cheaply using Mobile Sponsored Stories while posting and promoting great content through the newsfeed is a great way to encourage brand loyalty and guarentee returning customers.Essentially anyway you can organise and segment your CRM data, is another way to precisely target users on their mobile devices.
So we’ve talked about Facebook mobile today, but what's on the horizon? Lookalike Audiences are a new Facebook feature that is now available as a beta. It’s currently in the US only but we expect it to roll out globally shortly. Essentially, it lets you take your CRM data, upload it as a custom audience, then Facebook will analyse those users, look at their likes and interests, the content they engage with, and then model a similar look-a-like audience - extending your reach.The next few weeks will also see the roll out of RHS page like ads and Dark Posts in the mobile feed. This is exciting at it will increase the number of ads we can use on mobile and dark posts will enable far great creative optimisations to take place as they do not need organic distribution which can get in the way of your posting strategy.Now for the speculation. Just as a disclaimer, these are my personal views, Facebook have not mentioned any of these to us so they could all not happen. However, I have known to have been right in the past so….With the success of Facebook offers I’m predicting the return of Facebook deals in graph search or Facebook nearby, these ads would be shown on mobile depending on a users location or intent. I also think that with Facebook prematurely ending the test of its mobile ad network it may be redirecting resources to opening up mobile to FBX. It’s a massiveopportunity because mobile devices don’t store cookies that are needed for traditionalretargeting, but Facebook’s cross-device identity system of unique user ids would let it show people mobile ads based on their web browsing habits.Finally as Facebook is currently encouraging top spending brands to develop instragram strategies, I wouldn’t be surprised to see a native instagram format similar to the Facebook page post ad, or sponsored story as toward the end of the year.
So what are the key takeaways from today?I want everyone to become aware of what the Facebook mobile ad formats look like so you are aware of how other brands are leveraging them. You don’t have to do what I do and screenshot everyone you see but you need to be aware of the different options available on the platform.When you go back to your office today check to see if your ads are segmented by placement and your making use of both the mobile and desktop newsfeeds. If not do it. Facebook is now a mobile company and puts mobile first. If you don’t do the same then how can you expect to succeed there?
Supported networks today (pursuing Twitter)FacebookLinkedInFull Facebook ParitySupported ad typesAll marketplace adsFBX (standard ad with a special flag)Premium in marketplace (coming Jan – Feb 2013)TrackingView-through and click-through, where ad units permitDynamic substitution in URLOptional FB parameters, where ad units permit
As user behavior and time spent on mobile has increased, Facebook has responded by shifting to mobile first outlook. Brands and advertisers must also make similar shifts in their Facebook advertising strategies to take advantage of these new solutions and avoid being left behind. By combing existing best practice with specific Mobile techniques and strategy, brands and advertisers can ensure they are well placed to capitalize on this shift, now just in the present but also in the months to come.