Mother’s Day is always on the move. This year it will take place on March 15 in the UK; on May 10 in Australia, Singapore and the US; and on May 31 in France and Sweden. Next year those dates will change—but it’s not just about the dates. The way we celebrate Mother’s Day may be the most significant shift of all. Read more
Traditionally, marketers have leveraged print ads to prime consumers or primetime TV spots to remind consumers of a brand’s message. But the success of a campaign ultimately hinges on using the right creative in the right sequence to achieve the best results, whether the metrics for success are driving consumer action or brand awareness. Read more
They say you can’t buy love, but that certainly didn’t stop Americans from spending an estimated $17.3 billion on Valentine’s Day in 2014.1 Year after year, people declare their love on Cupid’s holiday through last-minute gifts, heartfelt messages and a remarkable number of marriage proposals. Read more
US marketers now spend more on ads online than they do on broadcast TV. But what makes digital ads effective is still open to debate. To help marketers better understand what creative elements lead to results, Facebook conducted a study evaluating 350 campaigns that ran in News Feed in the past two years. The campaigns’ effects on in-store sales or online conversions were also measured, enabling researchers to correlate different elements of ad creative with business outcomes. Read more
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
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.
Greg majored in electrical engineering in college. After he graduated last year, one of the biggest surprises when he moved into his own apartment was how it felt both liberating and lonely at the same time. Like many of his peers, Greg’s life after college wasn’t quite what he had expected. Read more
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
Once upon a time, families gathered around giant wood-paneled television sets that they switched on with the turn of a dial. As shows flickered across bulging screens, people talked, read the newspaper or did chores.
Flash forward to the present. The TV is now a flat screen on the wall. It is still an integral part of our lives, but as modern families watch their shows of choice many of them engage with another screen — a laptop, a desktop, a tablet, or a smartphone — that provides access to a stream of content and conversation. Read more
Laptops. Tablets. Smartphones that never leave our hands. We live in a multi-device world, and as our recent research showed, seamlessly switching between these devices is becoming standard practice in the US and the UK, and mobile phones are fast becoming the primary screen. But what about in other parts of the world?
As brands and agencies expand into high-growth markets, we decided to take a closer look at multiple device use and the role Facebook plays in the Middle East and North Africa. So we commissioned a study from global market research agency Ipsos that examined these questions in Egypt, Saudi Arabia and the United Arab Emirates.1 This research sheds new light on how people throughout the Middle East and North Africa are connecting today. Read more