Helen

Mobile-Minded: The Small Screen Isn’t So Small

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.

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Altimeters Rebecca Lieb Mobile

Altimeter’s Rebecca Lieb: As the World Goes Mobile, So Must Brands

The first mobile phone went on the market 30 years ago, marking a revolution in communications. When it debuted in 1984, the DynaTAC 8000X weighed nearly two pounds, offered 30 minutes of talk time and cost nearly $4,000.

To say the least, mobile devices have since come a long way. What were once gadgets mainly for the rich are now practically basic necessities, with Americans checking their mobiles as many as 150 times a day.1 People are now spending more time on their smartphones and tablets than they are watching TV (197 minutes daily vs. 147 minutes).2 All these trends are leading marketers to follow their audiences to where they’re increasingly spending their time. A new white paper by the research firm Altimeter Group argues that mobile marketing is the biggest opportunity for brands seeking to reach people efficiently on a massive scale. Read more

The Value of Story telling on Facebook

The Value of Storytelling on Facebook for Marketers

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

Creating Digital Ads that Lead to Conversions

Creating Online Ads that Drive Brand Awareness

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.

We recently spoke with Neha Bhargava and Eurry Kim, the advertising researchers at Facebook who conducted the study, about what their findings mean for brand marketers. Read more

How Facebook Makes Paid Search Stronger

How Facebook Makes Paid Search Stronger

Before people are ready to begin searching online to buy something, they discover the products and services they’ll end up buying through many different channels. Those channels include Facebook, where nearly 1.28 billion people around the world log on every month. Because of Facebook’s place in the consumer journey, businesses can significantly increase paid-search performance and decrease cost per acquisition by running Facebook ads with their paid-search campaigns, concludes a new study commissioned by Facebook. Read more

Sharing summer experiences on Facebook

This Summer, Reach People on the Beach and Beyond

Like many people in North America, Jordan, a 39-year-old mother from California, will be spending less time on her laptop and in front of the TV during the summer days ahead and more time outside and on-the-move. Among the trips she has planned for her family are a visit to a big city science museum, a camping excursion to nearby mountains and a longer escape to the beaches of the Big Island of Hawaii. Read more

Facebook The Biggest Stadium in the world

The Biggest Stadium in the World

This summer, all eyes will be on Brazil for one of the most popular sporting events in the world. Of the 1.2 billion people who are on Facebook, some 500 million are soccer fans. Read more

Gearing Up For Back To School

Gearing up for Back-to-School

Summertime is still weeks away, but it’s already time for marketers to start planning their back-to-school campaigns. Once the days grow shorter and the swimsuits get packed away, millions of students across North America will prepare to return to the classroom while their parents stock up on clothes and supplies. We recently looked at what this time of year means for students and parents on Facebook.1

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Every Day Is Mothers Day

Where Every Day is Mother’s Day

Mother’s Day falls on May 11 this year and across the country people will be buying bouquets, making dinner reservations, and finding other ways to celebrate their moms. Yet every day is mother’s day on Facebook, with 27 million moms on the platform in the US, and 79% percent of them visiting almost every single day.

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