Facebook Marketing Science and Facebook IQ recently explored how efficient planning can move business objectives in “Reach Matters: Driving Business Results at Scale” and “Effective Frequency: Reaching Full Campaign Potential.” This research took our understanding of the value in reach and frequency planning a step further and showed how actionable planning can lead to impactful results through Facebook and Instagram’s people-based marketing and measurement.
“Is my advertising working?”
The rise of digital ads was supposed to make it much easier to answer this question. Access to a wealth of data allows advertisers a clearer picture of who may be seeing their ads and how those ads may be influencing behaviors like website visits or purchases. While this data has enabled a variety of widely used approaches for measuring ad effectiveness in the industry, there has not really been a systematic examination of how well these approaches work. Read more
Last Holiday season was a tipping point for mobile: Traffic surged to mobile shopping sites and apps. M-sites crashed from the onslaught of shoppers. And people got comfortable not only researching but also purchasing gifts on mobile.
Looking at our own data, we saw that people on Facebook bought on mobile 46% more during the last Holiday season than during the non-Holiday season.1 Facebook IQ predicts that in Q4 of this year the percentage of online purchasers transacting on a mobile device will rise by 30%.2
The mobile shift has happened, and the thumb is in charge. For the second post in a series examining what this means for brands, Kelly Graziadei, Facebook’s Direct Response Product Marketing Director, spoke to Helen Crossley, Facebook IQ’s Head of Consumer Insights Research, about 3 of the most common questions marketers ask about how to succeed in mobile commerce:
- How can I increase mobile basket sizes?
- Should I invest in an m-site or an app?
- What should I expect in the future in terms of m-commerce?
Read on for an edited excerpt of that conversation.
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.
Every day, everywhere, people are connecting around millions of moments that matter to them—from wedding announcements to birth announcements, from birthdays to beach days and from training for a marathon to watching a TV marathon.
Over the past several months, Facebook IQ has examined insights around these moments that people share—and share in—on Facebook and Instagram every day.
When it comes to digital campaigns, advertisers tend to lead with “Buy Now” messaging. But is the traditional direct-response approach the most effective way to reach people on digital? Not necessarily. Advertisers are beginning to evolve how they approach their digital marketing strategies, embracing techniques—like storytelling—that have been used successfully in driving business results on other channels (TV, print, email, search, etc.).
Today, people tune into content whenever and wherever they want. With viewing happening at home on a TV and on-the-go on a smartphone, marketers want to ensure that their messages are being received no matter the screen. To determine if their advertising is effective, marketers have traditionally turned to self-reported market research techniques, but those approaches have limitations. Enter neuromarketing, which according to the Neuromarketing Science & Business Association “is the systematic collection and interpretation of neurological and neurophysiological insights about individuals using different protocols allowing researchers to explore non-verbal and unconscious physiological responses to various stimuli for the purposes of market research.” Though still in its infancy as a marketing research practice, neuromarketing is giving marketers a direct view into people’s physical reactions to stimuli rather than relying solely on people’s ability to report their own feelings to that stimuli.
Entertainment marketers have relied on TV to deliver beautifully crafted stories to mass audiences for over 50 years. More recently, digital has joined TV as a place where marketers can reach the people who matter to them. As people increasingly discover content on both TV and digital, marketers who use Facebook to complement TV can extend audience reach and improve the reach efficiency of their campaigns.
Facebook commissioned Nielsen to explore how digital and TV campaigns can complement each other. The study looked at 15 TV, film and console gaming campaigns that ran in the US across TV and Facebook. Findings indicate that entertainment marketers who use Facebook to complement TV can extend audience reach, improve efficiency and target key audiences, such as younger people, who are hard to reach through traditional media channels.
Millennials in Mexico, Colombia and Argentina are making it a priority to stay connected. Whether that means toggling between devices or checking Facebook first thing in the morning and last thing at night, many are willing go that extra mile. And as the world’s first generation of digital natives and the largest generation, by population, in Latin America, Millennials are a driving force in the region’s evolving mobile landscape.
To illuminate the most important shifts, Facebook commissioned a study from global media analytics expert comScore. We explored how and why Millennials (defined as people ages 13–34 in this study) connect across the 3 most populous Spanish-speaking countries in Latin America. We found that mobile is now clearly the first screen for Millennials in Mexico, Colombia and Argentina—and that there are interesting (and actionable) differences in the ways Millennials in each country access and use mobile.
People have a growing appetite for creating, posting and interacting with video online, especially on mobile. Facebook, for instance, averages more than 3 billion video views per day—more than 65% of which happen on mobile. With just the swipe of a thumb, people have not only the power to control what content and advertising they view but also the power to decide how much attention they pay to that content. This environment of on-demand video consumption on mobile is compelling marketers to create impactful videos that deliver value. While the paradigm of content consumption has changed, marketers’ objectives have not.
As a step to better understand if video ads are changing people’s brand perceptions and purchase behaviors, the Facebook Marketing Science team commissioned Nielsen to analyze how Facebook video ads move brand metrics (Ad Recall, Brand Awareness and Purchase Consideration) in its BrandEffect database. What we learned is that every part of a video view—from initial impression to a complete view and everything in between—drives value.