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
People’s connection with video is undeniable. With more than 8 billion video views per day, we are seeing this come to life on Facebook in many different ways.1
People are using video to connect with their culture. In a survey Facebook IQ recently commissioned with Qualtrics, we found that people who self-identify as US Hispanic, African American or Asian American are 1.3X more likely than the general population to say that video helps them stay connected with their culture.2 And culture is essential: 84% of US Hispanic, 86% of African American and 81% of Asian American survey respondents said cultural heritage was important to the way they define themselves.2 Read more
Capture, filter, hashtag, share.
On an average day, Instagrammers around the world perform this fluid gesture over 80 million times as they express themselves through the universal language of visuals.*
But Instagrammers don’t just share their world visually—recent research indicates that this visual experience expands their perspectives and inspires new behaviors. Read more
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.).
We are marketers participating in arguably the most important medium shift in marketing since the first television ad for Bulova watches in 1941. Mobile has delivered us from a mass media world to a personally relevant one—from a world in which marketers would buy TV, magazine and radio ads as a way to reach people based purely on context to a world in which marketers can reach individuals based not just on demographics but also on passions, behaviors, interests and so on. It’s driven the shift from a world of appointment-driven media ruled by rigid 15-, 30- and 60-second frameworks to a world of anytime/anywhere media.
And thanks to mobile, we’re moving from fewer bigger, longer moments manufactured by the media and marketing industry—moments like soap operas, the “Seinfeld” finale and pivotal sports games—to a time when people are manufacturing and consuming their own and each other’s moments en masse—every minute, every day, 365 days a year. From meals to memes, from first steps to first jobs and from moving on to moving up, millions of people go on Facebook and Instagram to share—and share in—these types of moments every day.
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.
Despite its reputation for relaxation, summer has a funny way of making us do things.
In fact, looking at how people in 21 countries celebrate the season, we found that summer might actually be the ultimate call to action.
Entertainment discovery is no longer limited to the screens where we consume content—it’s expanding to the screens where we spend our time. In an exploration of how people discover new TV shows, movies and music, Facebook commissioned Millward Brown Digital to conduct a study on entertainment discovery.
Findings show that discovery is happening online. In fact, many people, especially Millennials, discover content on digital only. Why digital? It provides more access to content and helps people find the most up-to-date information about new sources of entertainment.
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.