At Facebook & Twitter, 2014 is All About New Ad Audience Acquisition
- Asks ClickZ, what’s the new play in 2014? Get ads pushed to new users who couldn’t be reached before – that’s the game for Facebook and Twitter, who both made very low-key announcements just before 2013 came to an end.
- For Facebook, it’s about making new inroads in the national market with prepaid users, thanks to a new alliance with T-Mobile’s GoSmart. For Twitter, it’s about providing offline access to populations in promising lands (BRIC countries) where data access is not readily available, via an agreement with Singaporean startup U2opia Mobile and Swiss company Myriad Group.
- All in all, while the partnerships are officially intended to provide access to information to populations who so far could not get to it, this is one form of cause marketing by both social media platforms. Continue reading
Facebook Morphing into a Different Beast
- Asks The Conversation, what does 2014 hold for your online life? If you’re young, it probably won’t involve Facebook that much. This year marked the start of what looks likely to be a sustained decline of what had been the most pervasive of all social networking sites.
- Instead, four new contenders for the crown have emerged: Twitter, Instagram, Snapchat and WhatsApp. This teaches us a number of important lessons about winning the app war.
- While users are migrating from Facebook, they don’t appear to be doing it to make a statement about mass surveillance or big corporations. One of the most popular alternatives is Instagram, a site which allows you to upload and share photos. And who owns this site? Facebook, of course. …There was no evidence that these issues affected their choice of social networking service. Continue reading
Instagram Ads Work, Advertisers Say
- According to Mashable, six weeks after Instagram began running ads on its platform, some results are in. They give a pretty positive — although incomplete — picture.
- On Nov. 1, Instagram began running ad campaigns from 10 advertisers, including Adidas, Burberry, Michael Kors, Ben & Jerry’s and Levi’s, among others. The Facebook unit Thursday released results from the latter two advertisers plus two unnamed advertisers. Among the findings: There was a 32% incremental lift in ad recall per campaign for people who were repeatedly exposed to a particular campaign versus control groups.
- That means if you saw an Instagram ad for a new product, like Ben & Jerry’s Scotchy Scotch ice cream, you were 32% more likely to remember that product than those who had not seen the Instagram ad. There was also a 10% incremental lift in brand message awareness per campaign for people who saw an ad or ads compared to those who didn’t. Continue reading