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.
Easter is a time to share and celebrate with friends and family. And mobile is allowing people to share and share in the celebrations more widely and instantaneously than ever.
We conducted a poll and studied Easter-related conversation in 9 countries across 5 continents to learn about people’s holiday festivities. We found that when people in Latin America and the Philippines talk about Easter, the religious aspects of the day dominate the conversation. And in Australia, Canada and the US, Easter is a social holiday often fueled by chocolate and candy.
Brands that understand the changes in people’s lives have an opportunity to not just reach people but to really connect with them. While marketers so often categorize people based on fixed traits, like demographics or lifetime value, the truth is that people’s needs and behavior are not fixed—they shift over time. Audience segmentation can be a source of inspiration for marketers focused on connecting to the people who matter the most.
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
The Big Game is much more than just a game—it’s a national holiday that brings us together.
Over 65 million people joined the conversation about Big Game XLIX on Facebook worldwide.1 In total, they generated 265 million posts, comments and likes.1
Lunar New Year marks the beginning of a new calendar year for many people around the world. Festivities span multiple days and include sacred celebrations coordinated to the cycles of the moon. For many, it is an important holiday that centers on reunions with family and friends and observances of cultural traditions.
At many people’s Thanksgiving tables this year, there was an increasingly familiar guest: a mobile phone. Some 88% of people who were on Facebook during the Thanksgiving holiday accessed the platform on mobile.1 Read more
Last spring, Laura was focused on her upcoming wedding. Now she and her new husband are saving up for a new roof and furnace for their house.
A few weeks after they tied the knot earlier this year, Jamie and her new husband started putting away money so they could move to a larger apartment. 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