Multiscreening is becoming the norm as people weave seamlessly across screens and media platforms, and African Americans are leading the charge. Read more
FOBO is the new FOMO
As teens go, Marcus, 16, is pretty typical. Like many his age around the world, the São Paulo native likes hanging out with friends, shopping at the mall and watching football on TV. But there’s something else he has in common with many of his peers in other countries. Read more
For US Hispanics, digital platforms are often used as a destination to foster and sustain connections with family and friends, plus a place to celebrate and express diverse aspects in life.
To better help marketers, Facebook commissioned IPSOS MediaCT to understand the roles culture and technology play in how US Hispanics communicate and consume media. Read more
Before the Internet, young people expressed themselves through the clothes they wore, the friends they had, the music they listened to and the sports they played — or didn’t play. And they still do. Read more
In this increasingly fast-paced and hyperconnected world, it’s almost hard to remember there was once a time before texting and the Internet. In the past, the landline kept us connected to friends and family. Today, the mobile phone is our lifeline. Read more
So often teens and young adults are viewed as one big group. However, during the research for our recent study, “Coming of Age on Screens,” in which we commissioned culture experts Crowd DNA to do a study of people, age 13-24, in 13 countries, we discovered that there are 3 distinct phases of growing up across the globe, each with its own attitudes and behaviors.1
So much of growing up is timeless. But what is it like to come of age in a world of constant connectivity? And what does this mean for brands who want to communicate with people growing up today?
US marketers now spend more on ads online than they do on broadcast TV. But what makes digital ads effective is still open to debate. To help marketers better understand what creative elements lead to results, Facebook conducted a study evaluating 350 campaigns that ran in News Feed in the past two years. The campaigns’ effects on in-store sales or online conversions were also measured, enabling researchers to correlate different elements of ad creative with business outcomes. Read more
Everyone loves a good story. That’s especially true when it comes to advertising. According to a new study, campaigns that tell a brand story before asking people to buy something are significantly more effective than ones that focus immediately on encouraging people to take an action.
For the research, social media advertising technology firm Adaptly, in partnership with Facebook, compared the rate of subscriptions to Refinery29, an independent fashion and lifestyle website, generated by two campaigns on Facebook that ran in the US in May 2014.
One “sustained call-to-action” campaign over 12 days featured ads that employed creative and images focused strictly on generating subscriptions. The other campaign over the same period featured different “sequenced” ads that first told the brand story, next provided product information before inviting people to sign up. Ads for both campaigns were served in News Feed to lookalike audiences, increasing the chances that people would become high-value customers. Read more
Some online ads resonate with people more than others. But oftentimes figuring out the right mix of image, copy, size and placement can be an elusive goal for marketers.
To help advertisers better understand what makes online ads generate desired business results, Facebook’s Marketing Science team recruited more than 700 people from around the world to evaluate more than 1,500 ads that ran in News Feed. The more than 350 campaigns analyzed between October 2013 and March 2014 also were measured for their impact on in-store sales or online conversions. This enabled our researchers to correlate different elements of ad creative with the results that matter to advertisers.