Woman using Smartphone and laptop

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

977444_750x420

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?

Read more

619055_750x420

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

Vicki_Hero_Alt

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

Hannah_Kumi_750x420

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

567850_750x420

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

769366_750x420

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

767098_750x420

Unwrapping Holiday Season 2015

The Holidays are still—and will always be—about connecting and celebrating with family and friends. And mobile is rapidly transforming old traditions, reshaping annual rituals and amplifying the global celebration.

Based on Facebook data from across 34 countries and surveys conducted in 21 of those markets, we have compiled 5 essential insights to help marketers maximize Holiday success. Read more

Nikhil_Final_Cropped

Creative Strategies with Topic Data

Think about your News Feed. Whether it’s excitement over remakes of childhood classics or a solar eclipse or topics that make you go “huh,” Facebook has become the new watercooler. With over 1.5 billion people across the globe using Facebook every month to connect about topics that matter to them, it is no wonder marketers are interested in the insights that can be gleaned from these online interactions.

Read more