Facebook introduced a Conversion Lift measurement tool in January 2015 to help brand marketers better understand which parts of their ad campaigns are driving sales. Now it has launched Lift API extending that tool so that advertisers and other third-party measurement partners can create their own studies on lift to pinpoint which ads lead to conversions. Also, Facebook is adding more fields and categories to its ad reporting to reduce confusion in attribution sometimes caused by cookies.
What Brands Need To Do
As Facebook continues to refine its measurement tools, brands can get a clearer view of their campaign performance across channels, learn which ads are working, and adjust their ad budgets accordingly. If your brand is looking for a way to get a better understanding of your Facebook ads, this new API should be worth a try.
For more information on how brands can utilize customer data to better understand shopper behavior and reach shoppers across channels, check out the Boundless Retail section in our Outlook 2016.
Facebook has been making strides in eclipsing online video views from YouTube, with reports claiming that at least for brands, native Facebook video posts have completely overtaken YouTube video posts. This week, Facebook unleashed a one-two punch to further improve its video ad unit.
Officially set to rolled out next Tuesday, Facebook will soon offer marketers an option to only pay for video ads that are viewed by users for at least 10 seconds, instead of charging advertisers immediately when video ads came into view and start autoplaying.
Moreover, Facebook is also adjusting its news feed algorithm to more accurately reflect viewers’ attentions. In order do that, the company will expand on the traditional metrics such as like, comment and share, and start including new metrics like whether people are activating audio, making video full screen and other actions that indicate interest.
Read original report on: magnaglobal.com
Our sibling agency MAGNA GLOBAL released their annual Global Ad Forecast for 2015 earlier today. Here are the top five statistical highlights:
Globally, media owner advertising revenues are forecast to grow by +4.8% in 2015 to reach $536 billion, surpassing the half-trillion milestone. MAGNA forecast global digital revenues to reach 30% market share globally in 2015 (+15.1% to $163 billion).
Domestically, media owners advertising revenues grew by +4.0% this year to $165 billion in the US – an acceleration compared to 2013 (+2.4%) but below previous expectations.
Digital media grew strongly again this year (+17.2% to $142 billion) driven by mobile campaigns (+72%) and social formats (+64%). Based on long-term forecasts, digital media will catch up with television in 2019, when both account for 38% of global advertising revenues.
Digital media is already the #1 media category in 14 of the 73 markets analyzed by MAGNA GLOBAL in this update, including the UK (highest share in the world: 47%), Australia, Canada, Germany, China, Sweden and the Netherlands. In the US, digital will outgrow television revenues by 2017.
Most other media categories suffered from the competition of television and digital in 2014. Newspaper ad sales decreased by an average -4.3% while magazines ad revenues shrank by -7.3%. Radio was flat (+0.1%) and out-of-home media grew by +3.4%.
Building equity in someone else’s platform has never been the most secure means of operating, so it’s no surprise that some publishers are shying away from putting significant resources into developing fan bases on Facebook. Now that Facebook’s new algorithm limits a social post’s reach to 20 percent of a brand page’s audience, the cooling effect is accelerating. As digital and social media managers begin to understand the effect Facebook fans have on their brands, and what it takes to gain and retain them, many are looking other places for organic fan interaction and brand promotion. This could be the beginning of the end of the “like” era.
Gracenote, the service best known for being the recognition and recommendation technology used in iTunes, has now expanded its technology to ID video sources as well – now it’s ready to branch into TV. The Sony subsidiary hopes to capitalize on second-screen TV viewing by offering advertisers the opportunity to target the masses with precision similar to that available with web-based ads. Their algorithm dynamically inserts ads based on what is playing on the screen and demographic data about the viewer.