Posts Tagged ‘social’

Facebook Users May Soon See Multiple Products Featured in a Single News Feed Ad

November 15, 2016  |  Media Week  |  No Comments

Ahead of the holiday season, Facebook is testing a different kind of product ad that lets retailers showcase more than one item within the news feed. The two-click process seems to be focused on both brand awareness and direct response. The ads pair a main image or video along with related product images underneath and, if clicked, then bring up a second page with more products. If clicked again, the ad leads to the retailer's website where a consumer can actually buy the product. (The launch comes just weeks after Facebook-owned Instagram began letting more than a dozen retailers focus more specifically on ecommerce by tagging products in photos that then lead to a way to buy items online.) Some retailers like Michael Kors and Lowes have already begun testing the Facebook format this week. However, a Facebook spokesperson said other brands will ramp up their own campaigns later this month and through the holiday season. More could join early next year, with other industries beyond retail possibly added if retailers are pleased with results. According to Michael Kors, which has been using the format along with the rest of its fall campaign, cost per conversion has fallen by 79 percent. Instead of focusing too much on targeting a user with a single product, the goal is to give people enough items that might prompt them to shop more. The ads in some ways seem reminiscent of Google's " showcase shopping " ad format that launched for retailers this summer. Those ads, featured in Google search, aim to connect retailers with potential buyers who might be interested in a product even if their search query isn't quite exact. The formats seem to potentially point to a broader trend toward clustering retail items in a way that brings a number of product listing ads underneath a single main piece of creative. The approach gives users more ideas to consider beyond just the one image they might or might not be interested in. According to Facebook, this approach drives more visual discovery by letting retailers use as many as 50 products to target users.

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You Can Now Manage Accounts on Facebook, Instagram and Facebook Messenger Via One App

November 15, 2016  |  Media Week  |  No Comments

Social media directors for organizations and small-to-medium-sized businesses have evidently had a hard time simultaneously managing accounts for Facebook, Instagram and Facebook Messenger. So much so, in fact, that a number of them have evidently been juggling multiple iPhones to make it all work. To help with this, Facebook is unveiling a feature today called universal inbox to handle communications for all three channels via the Facebook Pages app . "Some people have been flipping through different apps to manage their various presences," remarked Benji Shomair, global head of pages at Facebook. "And other people would actually have multiple phones open." Universal inbox will let marketers more easily take note of comments, reviews and direct messages being authored by consumers on Facebook, Instagram and Facebook Messenger. In addition, page managers can use their cursor to tap a user's profile and see his or her publicly available information, potentially giving businesses more insights on how to interact with the potential customer

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Self Magazine’s Snapchat Takeover Wants to Help You Have the Best Week Ever

November 6, 2016  |  Media Week  |  No Comments

"Even the most motivated woman has a day where she feels like eating some cupcakes while drinking a couple glasses of wine." Joyce Chang, the editor in chief of Self magazine, knows that not every week will be your best week ever. But the magazine's special edition takeover on Snapchat's Discover section aims to help you achieve just that. "Women are individuals, and Self understands that they go through lots of moods and feelings and situations on any given day," said Chang. "Our mission is to bring wellness to everyone." Self doesn't currently have a profile with Snapchat Discover, a platform where up to a couple dozen publishing brands have a daily presence, but will have the chance to take over on Sunday, Nov. 6. This was a combined effort between Snap's editorial, design and creative teams to create a 15-snap long story. "We wanted to present our audience with small things you can do to make a big difference throughout your week," said Carolyn Kylstra, the executive digital director for Self. "There are different ways to feel good and take care of yourself," said Kylstra. "We'll show you things like a five minute trick to stop your mind from racing, or small things to do before 8 a.m. to have a healthier day, or even reasons why you should start your week off with an orgasm." While readers can interact with those tips and tricks within Snapchat, which includes some articles you can swipe up to investigate more on, Self's magazine edition goes more in-depth. In essence, the magazine is providing a "360-degree experience" for its audience. "Health and wellness shouldn't be a chore," said Chang. "This Snapchat special edition is basically like 'health candy.' We want to engage wherever we can, like a motivation store that's open 24/7." That broad strategy appears to be working for their social presence. Self's social visits are currently up 138 percent year-over-year.

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Facebook Made $7 Billion Last Quarter and Now Has 1.79 Billion Monthly Users

November 2, 2016  |  Media Week  |  No Comments

Facebook just can't stop adding friends. The tech giant yet again beat its quarterly earnings expectations, reporting revenue of $7.01 billion and a total monthly active user base of 1.79 billion. According to Facebook, which released its third-quarter earnings today, revenue increased year-over-year by 56 percent, up from $4.5 billion during the third-quarter of 2015. Earnings per share were $1.09, up from $.57 during the same period last year. (Analysts had estimated revenue of $6.92 billion and earnings per share of $.97.) Advertising revenue also skyrocketed to $6.82 billion, up 59 percent from third-quarter 2015. Mobile advertising now represents around 84 percent of total ad revenue, up from 78 percent in the third-quarter of 2015. Daily and monthly active users on mobile both also increased. Mobile DAUs increased 22 percent to 1.09 billion, while monthly DAUs were up 20 percent to 1.66 billion. "We had another good quarter," Facebook CEO Mark Zuckerberg said in a statement. "We're making progress putting video first across our apps and executing our 10 year technology roadmap." Ad revenue from the second quarter of 2016 decreased , falling from $6.24 billion in the second three months of the year.

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Twitter Is Cutting 9% of Its Global Workforce

October 27, 2016  |  Media Week  |  No Comments

Twitter is planning to lay off 9 percent of its global workforce, as the ailing San Francisco tech giant struggles to please Wall Street despite beating earnings expectations. The company officially announced the cuts today in its third-quarter earnings, days after reports began to surface of the impending cuts. According to Twitter, the majority of the reductions will take place in its sales, partnerships and marketing divisions in order to "continue to fully fund our highest priorities," according to a letter to shareholders. However, the earnings also came with some good news. Total monthly active users grew for the second consecutive quarter to 317 million users, gaining 4 million over the past three months since its second-quarter results. Daily active users also increased, rising 7 percent year over year. Twitter's revenue totaled $616 million—an 8 percent increase year over year. Earnings per share totaled 13 cents, beating expectations of 9 cents per share and $606 million in total revenue. However, the company reported profit fell by $103 million. Advertising revenue grew 6 percent to $545 million, with mobile now accounting for 90 percent of total ad revenue. U.S. revenue grew just slightly, increasing 1 percent to $374 million year over year, outpaced by international ad revenue, which grew by 21 percent to $242 million

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Ubisoft Worked With Facebook to Uncover and Target 3 Different Types of Video Gamers

October 10, 2016  |  Media Week  |  No Comments

To launch the upcoming game Tom Clancy's Ghost Recon Wildlands, video game-maker Ubisoft is leaning heavily on Facebook to target ads at specific types of players. While that fact alone isn't very interesting, what is interesting is that the social network is affecting Ubisoft's entire marketing strategy, including its TV creative. In May, Ubisoft ran a weeklong campaign promoting Tom Clancy's Ghost Recon Wildlands—which is billed as its biggest action adventure ever —making it the first video game brand to match up the platform's segmentation tools with custom bits of video. "For the Ghost Recon campaign, we combined a segmentation entirely built on Facebook insights with customized creative—the creative was tailored for each segment we identified through the segmentation analysis," explained Franco de Cesare, head of console and online gaming at Facebook. The campaign targeted three different types of gamers: tacticians, competitors and explorers. Tacticians were identified as people who love science and technology, while competitors like adrenaline and action.

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Edelman Hires Former Leo Burnett Exec, Moves Further Into Ad Agency Territory

September 22, 2016  |  Media Week  |  No Comments

In 2013, Edelman stunned the public relations industry by reversing its opposition to paid media placements as the world's largest communications firm effectively pivoted into marketing. Today the company further strengthened its dedication to working both sides of the paid/earned model by naming longtime advertising executive Mark Renshaw as the global chair of its brand practice. Renshaw, who spent more than 18 years with the Leo Burnett organization and most recently served as the Publicis agency's chief digital and innovation officer, joins Edelman in New York to lead an international team of more than 1000 employees. He succeeds Michelle Hutton, who was named COO of Edelman Europe in February. Edelman renamed its former Consumer Marketing group to mark both Renshaw's arrival and its new status as a marketing and reputation firm with a focus on digital media. "Getting Mark is a huge confirmation of our strategy," president and CEO Richard Edelman tells Adweek. "His remit isn't just CPG [consumer packaged goods], it is actually to move the evolution of Edelman forward. He's like the orchestra leader." Over the past year, Edelman has hired a growing number of ad agency veterans to lead its content practices as it competes more directly with both "traditional" shops and digital consultancies like Deloitte in new business pitches. It is one of very few large PR organizations that has begun creating broadcast ads and other forms of paid content for general audiences rather than simply securing editorial placements or producing sponsored content. Renshaw says, "I don't believe that I am making a shift from a creative agency to a PR firm; I am going to a creative company." Yet Edelman is still focused very intently on managing consumers' perceptions—a responsibility that has only grown more valuable in the social media age as brands and their audiences gain more power to shape a given narrative. "There's a huge gap between what people can do for or against a brand on their own versus how marketers think about it now," Renshaw says. "Communications and marketing can come together as consumers move from buyer to [brand] protector or defender." The new global chair will spend much of his time serving Edelman clients in disparate locations like China and India. "I want to reiterate our confidence in him because of his global background," Richard Edelman says, adding, "A lot of this innovation is not necessarily U.S. driven." Renshaw tells Adweek that his decision to accept the Edelman job was not related to the larger Publicis Groupe's recent restructuring moves, some of which coincided with the loss of certain major accounts like McDonald's and P&G. "Discussions started back in April, so it's been in the works for a long time," he says. Regarding his new position, Renshaw says, "I am looking at marcomms from a new angle, reframing my experience and talking to clients to ask them about what they need to succeed in the future." He adds, "Paid media should still come from a place of authenticity."

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Marketers Are Getting the Snapchat Targeting Data They Want. Will That Scare Off Users?

September 19, 2016  |  Media Week  |  No Comments

Having wowed advertisers at the Cannes Lions in June with the unveiling of its long-awaited ad tech platform, Snapchat has shown no signs of slowing down. The popular messaging app plans to attract deep-pocketed marketers and investors with the introduction of in-app behavioral targeting in the fourth quarter timed to a rumored IPO. To improve ad targeting, the popular messaging app last week announced Snap Audience Match, which lets brands take their email lists and files of mobile device IDs, and then anonymously sync the data with Snapchat's user pool. The company also will let a brand target viewers based on what content categories they follow. A Fortune 500 marketer, who requested anonymity, said talks are underway with Snapchat to launch pilot programs around the ad-targeting initiative.

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Infographic: Here’s How Much Engagement Brands Got From Back-to-School Social Posts

September 18, 2016  |  Media Week  |  No Comments

Now that the back-to-school frenzy has died down, Origami Logic , a marketing analytics company based in Mountain View, Calif., reviewed the engagement that brands received from back-to-school -related social media posts from the beginning of June through August. It was Disney and Dolce & Gabbana, which promoted its children's line, Bambino, that found the most success. " Disney and Dolce & Gabbana's results show that brands with large, highly engaged audiences can receive strong levels of engagement with relatively little effort if the content is even somewhat relevant," said Origami Logic marketing director Perry Mizota. "These two brand giants topped the social engagement charts with ease thanks primarily to their loyal Instagram followings with just a few timely and compelling posts." But Mizota warns that things can change quickly. "Another thing to keep in mind is that brands should target timely campaigns like these based on where their audience 'lives' in the social world," Mizota added.

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Why Internet-Famous Dogs Are Fetching So Much Love From Brands

September 13, 2016  |  Media Week  |  No Comments

Social media influencers have transformed the way brands interact with consumers—and a lot of those influencers aren't human. Like Super Bowl ads that use cute puppies to sell everything from beer to ketchup, adorable dogs with huge social followings are getting a lot of love from brands these days. Dogs can fetch anywhere from $2,000 to $10,000 per sponsored post on Instagram, according to Rob Schutz, vp of growth at Bark & Co., parent company of BarkBox, a service that sends treats and other products to dog owners every month. Bark & Co. works with brands like P&G's Swiffer, United Airlines, American Express and Anheuser-Busch to promote their products with dog influencers on social media. "All sorts of brands want to tap into dogs," Schutz said. "Dogs are a common denominator for everyone, and they're safe, because everyone likes a cute or funny dog. They're not going to get in some scandal or say something stupid on Twitter and have it reflect negatively on the brand." "There's an innate positive feeling that a viewer has when they see a cute dog doing something," said Loni Edwards, managing partner of The Dog Agency, a firm that matches brands like Dyson, Barneys New York and Accor Hotels to dog influencers.

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