Facebook is developing new advertising products to prove the effectiveness of ads on its platform and justify its high valuation. Its "Expanded Premium Ad" incorporates social elements like displaying if a user's friends have liked the advertised content. Facebook is analyzing user data to show advertisers which types of ads and campaigns are most effective. It has partnered with Nielsen to develop new metrics like gross rating points to help advertisers evaluate online ad campaigns similarly to television. While some brands remain skeptical, Facebook aims to demonstrate advertising can boost the viral spread of user content about brands.
10 Marketing Trends To Watch Through The End Of 2016Adobe
ย
Overall, 2016 is shaping up to be a strong year for marketing. From artificial intelligence to nonverbal communication, here are some trends to watch during the next six months.
10 Marketing Trends To Watch Through The End Of 2016Adobe
ย
Overall, 2016 is shaping up to be a strong year for marketing. From artificial intelligence to nonverbal communication, here are some trends to watch during the next six months.
Responsible for the creative approach and execution for the project. Project consisted of a 24 page full color advertising plans book for Twitter. I was responsible for designing page templates, overseeing overall design of book, and overall design fluidity. Also responsible for assigning and monitoring other group member's assignments/tasks for the book. Andrey Levkiv helped with the marketing and data management of the entire project. Two other team members helped with this project.
John Bell examines the fundamental shift of social media on consumer behavior โ and how adapting to it and profiting from it require an enterprise-level strategy.
#69Predictions Marketing Experts Share for 2016Bryan Kramer
ย
Itโs that time of year again. A time to take what weโve learned and figure out how to plan for big marketing wins in 2016. Since each year is different with a new set of challenges, we tapped into the worldโs top industry leaders to tell you their own predictions for next year in helping you to think through your own marketing initiatives.
The Publisherโs Guide to eCommerce: Case StudiesDamian Radcliffe
ย
The COVID-19 pandemic has dramatically affected most industries, including the publishing and media sectors. Arguably, the advertising downturn associated with the pandemic makes it clearer than ever that companies need to diversify their revenue streams.
Facing an "extinction event," as the current crisis has been called, may encourage publishers
to look again at eCommerce and its potential.
In doing this, it makes strategic sense for publishers to identify propositions which build on their existing relationship with audiences; and which play to their strengths. Audience data and insights, coupled with trust and name recognition, are valuable commodities which can be harnessed to support eCommerce activities.
Historically, as BuzzFeed CEO Jonah Peretti noted at the start of 2020, media companies have not done a good job of this. โโฆ.A longstanding problem in the media industry where content creators provide the inspiration to buy a new product, go on a vacation, or watch a new showโbut donโt capture much of the economic value created," he argued. "This is sometimes referred to as the โattribution problem,โ where Google and other middlemen end up capturing value they didnโt create. We see a real opportunity for us to reclaim some of that profit.โ
Peretti, as this new report shows, is not alone in this optimism. If publishers can further understand, and anticipate, the user journey - including the role of content as a driver for purchase decisions - then this remains a firm foundation on which eCommerce products and properties can be built.
Monologue to Dialogue Social Media And Digital Marketing MWalshMartin Walsh
ย
**I've just uploaded the newest version here - http://slidesha.re/hNHbao
This is the detailed Digital and Social Media Marketing PowerPoint deck I have shared with the LAMP @ AFTRS Social Media seminar attendees. It is a general summary of some of the strategic development I have done over the past 36-48 months across digital marketing, social influence marketing, digital PR, measurement and analytics etc. I have much more material (and of course knowledge) on each subject contained in this deck. This deck is meant to provide newcomers some insight and guidance into a global enterprise level digital marketing and social influence marketing approach. **Some slides are not converting properly so I have reverted to a .PDF file. If you want a copy of the PowerPoint version please contact me.
Like us on Facebook! Does your FB content build your brand?Michael Paredrakos
ย
My presentation in_AllThingsFacebook '17 http://allthingsfacebook.boussiasconferences.gr/ slightly changed because my gifs unfortunately don't play here from my keynote :-( All the images are stolen from the internet if one is yours pls let me know. The info is also from all over the Internet check the sources at the end for further reading. As always I have dyslexia if you find a spelling mistake pls don't kill me :-) Enjoy!
How the Presidential Campaigns Captivate Social Networking Real-Time OutSource
ย
When the first presidential debate was held in 1858, it was days before word of its content and results reached American citizens throughout the country.
Thanks to the advent of television and social media, not only can voters watch as the debate unfolds, they can discuss and dissect it instantaneously. What is it about presidential debates that captivate social networking on such a grand scale? Plenty, as it turns out.
The combination of a U.S. Presidential election and Summer Olympics are bound to make 2016 a singular and bounteous year for marketers and media. But it wonโt be without its challengesโfrom ad blockers and hackers to health nuts and political zanies.
What else can marketers expect? CMO.com checks with industry insiders and other experts who uncovered 10 trends to look forward to in the year to come.
There are several consumer trends that influence how we consume and use social media. Knowing this, we pulled together a few predictions from our Access Emanate digital experts on the hottest social media trends we expect to see take shape in 2017.
Author and Download:
http://blog.resonateinsights.com/white-paper-motivations-in-the-marketing-mix/
Whatโs the difference between a consumer and a customer? Motivation.
Please, download document from original source. Document here for study purposes and personal use.
Now, more than ever, it is imperative for brands to develop a holistic brand strategy that resonates with consumers; yet the current model does not meet this need. Conversation, a full-service marketing firm, creates that unified brand strategy. We have conducted extensive research to craft a point of view on the past, present, and future of marketing.
Responsible for the creative approach and execution for the project. Project consisted of a 24 page full color advertising plans book for Twitter. I was responsible for designing page templates, overseeing overall design of book, and overall design fluidity. Also responsible for assigning and monitoring other group member's assignments/tasks for the book. Andrey Levkiv helped with the marketing and data management of the entire project. Two other team members helped with this project.
John Bell examines the fundamental shift of social media on consumer behavior โ and how adapting to it and profiting from it require an enterprise-level strategy.
#69Predictions Marketing Experts Share for 2016Bryan Kramer
ย
Itโs that time of year again. A time to take what weโve learned and figure out how to plan for big marketing wins in 2016. Since each year is different with a new set of challenges, we tapped into the worldโs top industry leaders to tell you their own predictions for next year in helping you to think through your own marketing initiatives.
The Publisherโs Guide to eCommerce: Case StudiesDamian Radcliffe
ย
The COVID-19 pandemic has dramatically affected most industries, including the publishing and media sectors. Arguably, the advertising downturn associated with the pandemic makes it clearer than ever that companies need to diversify their revenue streams.
Facing an "extinction event," as the current crisis has been called, may encourage publishers
to look again at eCommerce and its potential.
In doing this, it makes strategic sense for publishers to identify propositions which build on their existing relationship with audiences; and which play to their strengths. Audience data and insights, coupled with trust and name recognition, are valuable commodities which can be harnessed to support eCommerce activities.
Historically, as BuzzFeed CEO Jonah Peretti noted at the start of 2020, media companies have not done a good job of this. โโฆ.A longstanding problem in the media industry where content creators provide the inspiration to buy a new product, go on a vacation, or watch a new showโbut donโt capture much of the economic value created," he argued. "This is sometimes referred to as the โattribution problem,โ where Google and other middlemen end up capturing value they didnโt create. We see a real opportunity for us to reclaim some of that profit.โ
Peretti, as this new report shows, is not alone in this optimism. If publishers can further understand, and anticipate, the user journey - including the role of content as a driver for purchase decisions - then this remains a firm foundation on which eCommerce products and properties can be built.
Monologue to Dialogue Social Media And Digital Marketing MWalshMartin Walsh
ย
**I've just uploaded the newest version here - http://slidesha.re/hNHbao
This is the detailed Digital and Social Media Marketing PowerPoint deck I have shared with the LAMP @ AFTRS Social Media seminar attendees. It is a general summary of some of the strategic development I have done over the past 36-48 months across digital marketing, social influence marketing, digital PR, measurement and analytics etc. I have much more material (and of course knowledge) on each subject contained in this deck. This deck is meant to provide newcomers some insight and guidance into a global enterprise level digital marketing and social influence marketing approach. **Some slides are not converting properly so I have reverted to a .PDF file. If you want a copy of the PowerPoint version please contact me.
Like us on Facebook! Does your FB content build your brand?Michael Paredrakos
ย
My presentation in_AllThingsFacebook '17 http://allthingsfacebook.boussiasconferences.gr/ slightly changed because my gifs unfortunately don't play here from my keynote :-( All the images are stolen from the internet if one is yours pls let me know. The info is also from all over the Internet check the sources at the end for further reading. As always I have dyslexia if you find a spelling mistake pls don't kill me :-) Enjoy!
How the Presidential Campaigns Captivate Social Networking Real-Time OutSource
ย
When the first presidential debate was held in 1858, it was days before word of its content and results reached American citizens throughout the country.
Thanks to the advent of television and social media, not only can voters watch as the debate unfolds, they can discuss and dissect it instantaneously. What is it about presidential debates that captivate social networking on such a grand scale? Plenty, as it turns out.
The combination of a U.S. Presidential election and Summer Olympics are bound to make 2016 a singular and bounteous year for marketers and media. But it wonโt be without its challengesโfrom ad blockers and hackers to health nuts and political zanies.
What else can marketers expect? CMO.com checks with industry insiders and other experts who uncovered 10 trends to look forward to in the year to come.
There are several consumer trends that influence how we consume and use social media. Knowing this, we pulled together a few predictions from our Access Emanate digital experts on the hottest social media trends we expect to see take shape in 2017.
Author and Download:
http://blog.resonateinsights.com/white-paper-motivations-in-the-marketing-mix/
Whatโs the difference between a consumer and a customer? Motivation.
Please, download document from original source. Document here for study purposes and personal use.
Now, more than ever, it is imperative for brands to develop a holistic brand strategy that resonates with consumers; yet the current model does not meet this need. Conversation, a full-service marketing firm, creates that unified brand strategy. We have conducted extensive research to craft a point of view on the past, present, and future of marketing.
A description of the evolution of the web towards web3.0 and then a gap to designing and developing an API (Webservice). What one has to think about and do not forget the community. What if all goes south? That's at the end :)
Introduction to cloud computing, with a short presentation of Amazon EC2, Windows Azure and Google AppEngine. Originally presented at Simula Research Laboratory 26 March 2009.
Social Sharing Itโs Cool, But Does It Work BY ANDREJS + .docxsamuel699872
ย
Social Sharing: Itโs Cool, But
Does It Work?
BY ANDREJS + APRIL 28TH, 2011
ADVERTISING AGENCY BLOG
Content producers increasingly hope that social media will get the word out for them. They hope that
their content will go viral. But studies show that email is still the way most people share most content.
And search is still the top method of finding websites.
Yet social sharing is capturing more attention.
Outbrain, a company dedicated to getting online content to the people who need it, reports that
only one-tenth of external referrals come from social media sites. They found that most (41%) come
from search and nearly one-third from other sites.
Social media sites drive traffic in only a few categories. Social media users focus on news and
entertainment stories, which account for nearly three-quarters of all
social media referrals. Maybe the media showers so much attention
on social sites because they get such disproportionate benefit from
those sites.
Social media referrals are also less engaged, according to Outbrain.
They have higher bounce rates and fewer page views per session.
Outbrain calls a person who views at least five pages per session, a
โhyperengaged reader.โ They found that referrals from content
sites are twice as likely to be hyperengaged as those from social
media sites.
Outbrain researchers figure that people coming from content sites
are already in reading mode and, therefore, ready to keep reading. Likewise, people coming from
search sites are actively seeking information, and, therefore, eager to read. On the other hand, people
coming from social media sites are less likely to head to a content page and less engaged when they get
there.
Social Sharing: Itโs Cool, But
Does It Work?
BY ANDREJS + APRIL 28TH, 2011
ADVERTISING AGENCY BLOG
Content producers increasingly hope that social media will get the word out for them. They hope that
their content will go viral. But studies show that email is still the way most people share most content.
And search is still the top method of finding websites.
Yet social sharing is capturing more attention.
Outbrain, a company dedicated to getting online content to the people who need it, reports that
only one-tenth of external referrals come from social media sites. They found that most (41%) come
from search and nearly one-third from other sites.
Social media sites drive traffic in only a few categories. Social media users focus on news and
entertainment stories, which account for nearly three-quarters of all
social media referrals. Maybe the media showers so much attention
on social sites because they get such disproportionate benefit from
those sites.
Social media referrals are also less engaged, according to Outbrain.
They have higher bounce rates and fewer page views per session.
Outbrain calls a person who views at least five pages per session, a
โhyperengaged reader.โ They found that referrals from c.
How to optimize b2 b facebook advertising costsMurtaza Amin
ย
In this BizProspex guide, learn how B2B Facebook Advertising can benefit your organization, and how you can optimize advertising costs.
visit www.bizprospex.com to know more
Thank you to Avila Country Club for inviting SMITH Advertising and Marni Blythe to address the Avila Professionals Alliance. This presentation includes both theory and practical knowledge on how to incorporate social media into your overall marketing plans.
Nuke Suite Whitepaper: Key Trends in Social AdsNukeSuite
ย
This whitepaper outlines the trends and ideas that are shaping Social Advertising. Across Facebook, Twitter, Google+, Pinterest, Instagram, and many, many more social networks, social media advertising is becoming a high-stakes game. This whitepaper goes over what brands need to know to play their best.
How well do you know Facebook? Lots of marketers use the platform to promote their content and drive new business, but how good is your knowledge, really? Is Facebook advertising proving successful for you or your clients business? Facebook have made an incredible amount of changes to their advertising platform since 2004, creating a host of different options to target customers including โ Lookalike audiences, Dark Posts and Retargeting ads.
As Facebook continues to evolve the advertising platform presents marketers with a huge amount of opportunity to provide contextual advertising for dream segments of their customers. In this slideshare we set out to chart the evolution of Facebook as an advertising giant and what the future may hold for it.
The ethical way to make money with facebookHubert Boothe
ย
Social networking holds the promise of being the next biggest marketing arena in town. However, the rules are far different on social networks like Facebook, MySpace, and Twitter for marketers than they are for conventional formats like television ads or direct marketing campaigns. A more subtle approach is required because of the policy that many of the social networks do not allow direct solicitation of their members.
Top 25 Content Marketing Updates for 2017 (Mid-Year Review)Joe Griffin
ย
What have been the most notable updates in content marketing so far this year? We counted down the top 25 items any marketer or content creator ought to have on their radar โ from the newest features in battling social apps to the latest industry reports for keeping your content strategy in check. How many did you know?
SMITH Advertising was honored to present to the Professional Marketing Club Association on Digital & Social Media integrated marketing. Attached is the presentation that Vice President Marni Blythe covered. Please contact Marni at mblythe@smtihadv.com for all questions and comments.
Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
ย
Experience unparalleled EXTENDED STAY and comfort at Skye Residences located just minutes from Toronto Airport. Discover sophisticated accommodations tailored for discerning travelers.
Website Link :
https://skyeresidences.com/
https://skyeresidences.com/about-us/
https://skyeresidences.com/gallery/
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https://skyeresidences.com/near-by-attractions/
https://skyeresidences.com/commute/
https://skyeresidences.com/contact/
https://skyeresidences.com/queen-suite-with-sofa-bed/
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https://skyeresidences.com/2-bedroom-deluxe-queen-suite-with-sofa-bed/
https://skyeresidences.com/2-bedroom-deluxe-king-queen-suite-with-sofa-bed/
https://skyeresidences.com/2-bedroom-deluxe-queen-suite-with-sofa-bed-accessible/
#Skye Residences Etobicoke, #Skye Residences Near Toronto Airport, #Skye Residences Toronto, #Skye Hotel Toronto, #Skye Hotel Near Toronto Airport, #Hotel Near Toronto Airport, #Near Toronto Airport Accommodation, #Suites Near Toronto Airport, #Etobicoke Suites Near Airport, #Hotel Near Toronto Pearson International Airport, #Toronto Airport Suite Rentals, #Pearson Airport Hotel Suites
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
ย
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Memorandum Of Association Constitution of Company.pptseri bangash
ย
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Putting the SPARK into Virtual Training.pptxCynthia Clay
ย
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
ย
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
"๐ฉ๐ฌ๐ฎ๐ผ๐ต ๐พ๐ฐ๐ป๐ฏ ๐ป๐ฑ ๐ฐ๐บ ๐ฏ๐จ๐ณ๐ญ ๐ซ๐ถ๐ต๐ฌ"
๐๐ ๐๐จ๐ฆ๐ฌ (๐๐ ๐๐จ๐ฆ๐ฆ๐ฎ๐ง๐ข๐๐๐ญ๐ข๐จ๐ง๐ฌ) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
๐๐ ๐๐จ๐ฆ๐ฌ provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
โญ ๐ ๐๐๐ญ๐ฎ๐ซ๐๐ ๐ฉ๐ซ๐จ๐ฃ๐๐๐ญ๐ฌ:
โข 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
โข SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
โขFreenBecky 1st Fan Meeting in Vietnam
โขCHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
โข WOW K-Music Festival 2023
โข Winner [CROSS] Tour in HCM
โข Super Show 9 in HCM with Super Junior
โข HCMC - Gyeongsangbuk-do Culture and Tourism Festival
โข Korean Vietnam Partnership - Fair with LG
โข Korean President visits Samsung Electronics R&D Center
โข Vietnam Food Expo with Lotte Wellfood
"๐๐ฏ๐๐ซ๐ฒ ๐๐ฏ๐๐ง๐ญ ๐ข๐ฌ ๐ ๐ฌ๐ญ๐จ๐ซ๐ฒ, ๐ ๐ฌ๐ฉ๐๐๐ข๐๐ฅ ๐ฃ๐จ๐ฎ๐ซ๐ง๐๐ฒ. ๐๐ ๐๐ฅ๐ฐ๐๐ฒ๐ฌ ๐๐๐ฅ๐ข๐๐ฏ๐ ๐ญ๐ก๐๐ญ ๐ฌ๐ก๐จ๐ซ๐ญ๐ฅ๐ฒ ๐ฒ๐จ๐ฎ ๐ฐ๐ข๐ฅ๐ฅ ๐๐ ๐ ๐ฉ๐๐ซ๐ญ ๐จ๐ ๐จ๐ฎ๐ซ ๐ฌ๐ญ๐จ๐ซ๐ข๐๐ฌ."
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
ย
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website โ www.pmday.org
Youtube โ https://www.youtube.com/startuplviv
FB โ https://www.facebook.com/pmdayconference
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
ย
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
ย
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
ย
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
2. Ill
- ^ 1 , ,
BY ROBERT D. HOF
DECEMBER 5.2011
FORBES I 107
3. FORBES
FACEBOOK
F
acebook Chief Executive Mark Zuckerberg
doesn't talk much about his company's advertising
business, even when it invents new kinds of ads
that could disrupt a chunk of the $500 billion
influence industry. So it was up to David Fischer,
who left a star career at Google early last year to run Facebook's advertising business, to make a pilgrimage to the weeklong annual confab of marketers in New York in October.
What he showed during his speech was something
blandly dubbed "Expanded Premium Ad." It's simply a short
postโ"Rolling Stone calls Ides of March 'A big bmising
thriller'"โti-ansformed into a right-hand-side ad that goes to
a targeted audience. "Honestly, it doesn't look that interesting," Fischer conceded during his address.
Then he described one small wrinkle: If yourfi4endJim
has clicked the "Like" button back on Columbia Pictures' fan
page, a line of text will pop into the ad saying "Jim Squires
likes Ides ofMarch" alongside his photo. People ai-e twice as
likely to remember an ad if their friend is in it, according to the
Nielsen Co., and they tend to click on it or share it with friends
more often thiui they do plain-vanilla display ads. What's
more, their intent to purchase rises fourfold when they see
"social" ads like this. Twice the recall. More clicks. Quadruple
the purchase intent More productsflyingoff the retail shelves.
These are not uninteresting concepts to marketers.
On the surface it's puzzling that Facebook feels the need
to prove itself to Madison Avenue. With an audience of
800 million worldwide, the social network will double its ad
sales this year, to $3.8 billion, according to eMarketer. But
the way Fischer is pitching to advertisers, with a focus on
the results and not the fiash, is very telling. If Facebook is
'IT'S THE BIGGEST QUESTION
OUR CLIENTS ASK: 1S THAT
A GOOD NUMBER?'"
going to justify its $80 billion private valuationโlet alone
the initial public offering widely expected next yearโit will
have to show brands how these purposely plain ads will deliver the goods. "The best ads on Facebook are the ones that
are most consistent with what's already being done on
Facebook," says Fischer. Indeed, but for the tiny "sponsored" label above them, you can hardly tell they're ads.
A lot of brands, however, aren't yet convinced. Facebook
ads are clicked on only once every 2,000 times they're viewed.
Typical banner ads are clicked on twice as often. Google
search ads are clicked on 40 times as often. By most accounts
brand spending on Facebook has been focused on getting people to become tans of tlieir Facebook pages because, well.
108 I FORBES
DECEMBER 5,2011
everyone else was and they didn't want to appear clueless. Fan
campaigns aside, just 12% of marketers and agencies in a
recent survey by the ad tech firm Collective thou^t social
media such as Facebook works in an ad campaign.
There's so much activity on Facebook that marketers
aren't sure what correlates with common advertising gauges
such as brand awareness and propensity to buy. Facebook
fan count? Ad clicks? How many times people shared a post
on a brand's Facebook page? "It's the bi^est question our
clients ask: 'Is that a good number?"' says Sarah Hofstetter,
who as senior vice president of emerging media and brand
strategy at the digital ad agency 360i helps companies such
as Coca-Cola and Kraft manage marketing on Facebook.
To make its numbers Facebook is crunching them.
Dozens of data geeks are hunkered down in a nondescript
building nicknamed "1050" for its address on Page Mill
Road in Palo Alto, Calif They're mining the 250 million
photos shared and the 100 million likes per day. They're
looking for clues as to which kinds of ads and other marketing work best on this new canvasโand how it all compares
with other media. The overriding goal, says Brad Smallwood, Facebook's head of measurement and insights: "We
want marketers to know that when they invest in Facebook
and in online in general, they're going to see measurable impact in the same way they know TV works."
Social media offers tantalizing new possibilities for getdng consumers' attention in ways that are strikingly differentfi-omsearch and display ads, the two dominant forms of
online advertising. Those older forms are, to vaiying degrees, aimed at prompting immediate or near-term transactions, but the biggest ad spenders want to create a longterm affinity for their soap, cars or beer. Most products are
still bought in physical stores well after the ad was served.
That's why marketers still love TV, where they can tell their
stories in a setting where people are relaxed and receptive.
Television didn't take off as an ad medium until it moved
from ads showing people reading a radio script to forms of
advertising that fit the medium. Facebook needs to find the
social media equivalent of the 30-second spot. It's starting
to do so by converting the primary gesture of social
mediaโsharingโinto something potentially even better for
branding than TV ads: a supercharged version of word of
mouth. It's the most valuable form of marketing but tough
to build quickly and even tougher to control.
Facebook demolishes those limitations. People have an
average of 130 Facebookfi-iends,so when they "Like" a
brand that endorsement spreads instantly to the news feeds
of many of those friendsโwho then may spread it further to
their friends, potentially building to millions of people in a
fiash. Mai-s Chocolate North America, for instance, seeded
demand before last yeai-'s launch of M&M's Pretzel by offering samples through a virtual vending machine to 40,000
4. FORBES
FACEBOOK
fans, who each could spread the offer to two of their friends.
In less than 48 hours 120,000 samples fiew out the door.
Last month, based on the work of its data teams, Facebook
inti'oduced a series of new metrics that gives a marketer a
dashboard for word of mouth. A new measure called "People
Talking About This" counts the number who have liked a
page, shared a post or taken other actions involving the brand
in the past v'eek. Marketers can also see potential reach (how
many friends offinendscould fwtentially see a brand's post)
and actual reach (the number of people who did see the post).
Most of these impressions are people seeingfreebrand messages in their news feeds, eitlier fit)m the companies they've
liked or from their fHends who did die same. If tliis unpaid
media works so weรผ, why should brands pay for ads at all?
"I don't think the big opportunity [on Facebook] is a lot
of advertising," says Randall Brown, Gatorade's global director of digital engagement. He uses Facebook mostly to bolster the brand connection with sports nutrition by monitoring conversations. In one case a Gatorade television ad was
prompting people on Facebook to fixate on the word "swagger" in the ad's voice-over, diverting attention from the core
brand message. So rather than mnning ads on Facebook,
Gatorade simply used it to help edit the TV ad.
In anticipation of such shrug-offs, Facebook's researchers
came up with data showing that ads are crucial for goosing
the viral spread of messages from and about brands. In early
September British luxury fashion brand Burberry ran a type
of Facebook ad called a "Sponsored Story," which converts a
IF UNPAID MEDIA WORKS SO
WELL O N FACEBOOK, WHY
SHOULD BRANDS BUY ADS?
friend's like or similar actions unaltered into a paid ad on the
right side of the Facebook page. The reach of Burberry's page
posts immediately rose from well under 1 million unique
users to 3 million, then sank back down after the ads stopped.
And Facebook says when Sponsored Stories are followed by a
"social ad," which are paid marketing messages such as "Jill
and three of your other friends like Burberry," the brand gets
Uvice as many clicks, likes and comments.
What advertisers really wantfi-omWeb publishers are
ratings for display-ad campaigns that are similar to those
used in television ad campaigns. Until recently Web publishers have declined, insisting that they offer more measurable stats such as clicks. Smallwood, a former Yalioo ad
exec, realized after he joined Facebook three years ago that
the company was in a unique position to bridge that gap.
Unlike TV or radio, Facebook has highly accurate demon o I FORBES
DECEMBER 5.2011
SOCIAL CLIMBER
FACEBOOK TRAILS FAR BEHIND BOTH TELEVISION AND GOOGLE IN
AD REVENUES, BUT IT'S GROWING FAR FASTER THAN EITHER.
AD
SPENDING
2011
GOOGLE
FACEBOOK
TELEVISION
REVENUE
GROWTH
RATE
AVERAGE COST
PER THOUSAND
IMPRESSIONS
(CPM)
$36.9 BiL
24.5%
N/A1
$ 3 . 8 BIL
104%
$3.80
$ 6 0 . 5 BiL
2.5%
$14
GOOGLE ^ A R C H ADS ARE SOLO 8Y THE ลICK NOT CPM, SOURCES. THOMSON FINANCIAL EMAPKfTER, MEDIA รV7MM/CS
graphic data about its users. And because so few people
click on Facebook ads compared with publishers' websites,
Facebook was keenly motivated to find alternative metrics
to measure the real impact of social activity.
Smallwood started talking with Nielsen last year about
creating a system to rate online ad reach in gross rating
points, or GRPs, which multiply the size of the audience by
the number of times the audience sees the brand. Although
the idea was not limited to ads in social media, Facebook's
data were instrumental in providing accurate demographic
data similar to Nielsen's TV panels.
The system, called Online Campaign Ratings, launched
in August, so the results are still uncertain, but 18 of the top
25 advertisers have run more than 120 campaigns using it
"It gives the client the ability to compare the reach of online
and the reach of TV," says Steve Hasker, Nielsen's president
of media products and advertiser solutions. Not least, Facebook is working with Nielsen to scale up a service called
BrandEffect. Similar to what Nielsen does with TV viewers,
BrandEffect polls people on Facebook who saw a particular
ad and measures changes in brand recognition and purchase consideration.
Facebook can succeed wildly in online advertising if it
can convince Madison Avenue to look beyond its ads' lack
of creative sizzle. Facebook ads work best, the company's
research indicates, if they're used in conjunction with more
creative brand efforts on fan pages and branded apps. But
that's a tough sell to an industry whose creative infrastructure is still set up around the ad. "Facebook needs to come
up with something more beautiful," says Coiy Treffiletti,
cofounder of digital marketing firm Amplify Social.
Even Facebook concedes as much. Closing Facebook's
Ad Week presentation with Fischer, Mark D'Arcy, a former
Time Warner ad exec who's now Facebook's director of
global creative solutions, said of Facebook ads, "We're sort
of like 1951 television."
To put it another way, Facebook still needs to marry its
social ad science with the ad industry's creative dark arts.
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