Moving Pictures: The Persuasive Power of Video

Why is mobile video skyrocketing around the world? It may be that our eyes just can’t look away.

Through a biometric analysis of how people in the UAE and the UK consume content in their personal mobile feeds,* we discovered that people gaze 5x longer at video than at static content on Facebook and Instagram.1
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How to Reach People During Back-to-School Season

From July through September, parents and children alike buzz with that one-of-a-kind Back-to-School energy. It’s a time of joy and stress—a time to make a lot of decisions. And with nearly half of parents of school-aged children in the US saying mobile devices help them make family purchases,the role of mobile in reaching people during Back-to-School season is bigger than ever.

Facebook IQ was interested in how the Back-to-School conversation has evolved since the rise of mobile, so we studied what people are saying on our platforms and how they are saying it. Read more

Moving at a Mobile Minute

2016 was the first year that Facebook saw more mobile conversions than desktop conversions for the entire Holiday Season.1 The upswing in m-commerce started on Black Friday, with the mobile portion of online transactions growing by 55% year over year. And it continued throughout the Holidays, with mobile making up 51% of total online transactions—more than a 10 percentage point increase compared to what we saw during the 2015 Holidays.2

What does this mean for marketers now and in preparation for the year ahead? In short, when it comes to shopping, the thumb is in charge, and it’s up to marketers to move at a mobile minute to keep up with where people are. Read more

How Virtual Reality Facilitates Social Connection

You’re sitting on a train across from someone you’ve never met. You fall into conversation, chatting about everything from your hobbies to relationships to life milestones.

One other detail—you’re wearing an Oculus Rift. The train is virtual, and you and your new acquaintance appear as avatars. How does this affect your level of engagement? Your ability to establish an emotional connection?

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Putting Creative Pre-Testing to the Test

Watching TV on a laptop, streaming live video on a phone and reading news headlines on a tablet are just a few of the ways people consume media these days. And no matter the channel, marketers want ad campaigns that reach their audience and make an impact.

As advertisers continue to shift more budgets to digital, and to mobile specifically, there is a need for rigorous creative evaluation. According to an Ipsos study, creative quality determines 75% of impact as measured by brand and ad recall.1 Read more

Facebook and Instagram: A Tale of Two Feeds

It’s early evening in the US. A 55-year-old checks Facebook to laugh at her grandchildren’s latest antics, then she scrolls through Instagram to spark ideas about her upcoming kitchen remodel. Across the world, a 23-year-old in Japan opens Instagram on his way to work, eager to see what his favorite pop stars are up to. Then he browses Facebook to see if his friends have agreed on a karaoke location for that night.

While people turn to both Facebook and Instagram throughout the day to connect with family, friends and the world, it’s clear that each platform plays a different role in their lives. But what, exactly, are those roles? And do they vary based on people’s age, gender and geography? Read more

Closing The Creative Loop: Informing Art with Science

With just the scroll of a thumb, mobile News Feed allows people to discover the latest information about everything from their friends, family and favorite brands to topics in the news, virtually anywhere, at any time. The quick pace, combined with the volume of content, makes mobile a different and truly revolutionary marketing medium.

Great ads are designed for how they’re consumed. And for traditional mediums like TV, out-of-home and radio, it’s taken years of testing and many iterations to figure out what good creative is. For the mobile feed environment, we’re beginning to unearth these findings as learnings on ad creative continue to advance in this new space. Though each of these channels is different, one fact remains constant: creative is king. As an Ipsos study found, creative quality determines 75% of impact as measured by brand and Ad Recall scores.1 Read more

Capturing Attention in Feed: The Science Behind Effective Video Creative

Every second on mobile matters. From the palm of our hands, we’re consuming and recalling more content faster than on any device ever before. According to Fors Marsh group tests, it takes only 0.25 seconds of exposure for people to recall mobile feed content at a statistically significant rate.1 And in News Feed on Facebook, we’re seeing people spend, on average, 1.7 seconds with a piece of content on mobile compared to 2.5 seconds on desktop.2 Read more

Priming Across Screens: The Cross-channel Impact of Mobile and TV

From our living rooms to the palm of our hands, screens big and small are giving us the flexibility to access content whenever and wherever we want. While this 24/7 access appeals to consumers, it has complicated campaign planning for advertisers. People can now see the same brand ad on different screens and at multiple times on any given day, whether they are on their mobile phone or watching their favorite TV show.

Facebook wanted to understand the neural impact of preceding an ad exposure on one platform with an ad exposure on another platform (beyond what was attributable to increase in frequency). To study how people’s brains respond to TV ads after seeing that same ad on a mobile phone or on TV, we commissioned Neuro-Insight, a neuromarketing agency in the US. Read more