Why Creativity Matters More in the Age of Mobile

Mobile has not only ushered in a new era of consumption for people, it’s given marketers a new canvas to tell stories. So why, then, are marketers building for mobile under the constraints of briefs and media plans built for other mediums, like TV and print? How can we as an industry break conventional norms and redefine storytelling and campaign planning now that the thumb is in charge?

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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

Reach and Frequency Dynamics: Smarter Planning, Greater Impact




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.

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Optimizing Audience Buying on Facebook and Instagram

With 7.9 billion global mobile devices and connections, there are now more mobile devices than people in the world.1 Our phones are creating new means and platforms to reach people wherever they are. In the US, 1 in 5 mobile minutes is spent on Facebook and Instagram to connect with family, friends and the world.2 In this landscape, marketers want to understand not only the best way to plan media spend across channels but also the interests, needs and expectations of people on Facebook and Instagram. Read more

Effective Frequency: Reaching Full Campaign Potential

Reaching your audience with relevant messaging and effective creative can help you achieve your objectives. But it’s also important to think about frequency. Whether it’s to drive ad recall or influence a purchase decision, how should advertisers decide the right level of frequency when planning Facebook campaigns?

Facebook Marketing Science conducted experimental research to help brand marketers evaluate how to approach frequency planning on digital. We examined how frequency planning can provide marketers with opportunities to drive greater brand impact. We also looked at where this impact may be sacrificed through insufficient frequency levels and the implications for advertisers of all sizes and with a variety of objectives. Read on for topline findings from our research and download the white paper for an expanded discussion of our analysis and what it means for marketers.

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Video Interview: What Your Campaign Measurement Is Telling You

“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

Reach Matters: Driving Business Results at Scale

Marketers now have the opportunity to use precision to target audiences as well as mass scale to reach larger ones with digital and mobile platforms, like Facebook and Instagram. But if they limit reach, are marketers losing out on the opportunity to drive impact at scale?

To better understand the importance of reach in a digital world, Facebook Marketing Science conducted research to determine how efficient reach is in driving impact to more people and real business results at scale for brand advertisers. Read on for topline findings from our research and download the white paper for an expanded discussion of our analysis and what it means for marketers.

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Defining the Metrics That Matter

Gone are the days when marketers could simply evaluate their business with a few reports, TV ratings and sales figures. Today, the volume of data can be daunting to navigate, luring marketers toward evaluating readily available metrics, such as fans, likes, comments, shares and clicks, in lieu of or at the expense of the metrics that drive the bottom line.

Facebook has seen and been a part of the shift to prioritize measuring actionable real-time metrics that can impact business objectives. And the Facebook Marketing Science team has been on the front lines of navigating this evolution. In the Journal of Advertising, Brad Smallwood, Vice President, Facebook Marketing Science, charts our digital measurement journey, explaining how we evolved the metrics that define campaign success on Facebook, broke down silos with data and shifted the perception of analytics from being a back-office function to having a seat at the table. Read on for a summary of topics covered within the op-ed and what we believe defining the right metrics means for marketers. 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