Advertising Technology Blog

Facebook updates campaign structure to consolidate audience, bid, and placement settings at ad set level. This helps advertisers follow best practices, test creatives consistently, and optimize performance.

Lead Ads simplifies mobile sign-ups, allowing users to submit pre-filled forms in two taps. Businesses can collect contacts and customize forms with questions or disclaimers. It integrates with CRM platforms for real-time lead capture and offers targeting via Facebook Pixel.

Andrew Zolty, co-founder of Breakfast, discusses using the Instagram API for innovative campaigns like Forever 21's thread screen, which engaged 280 million users. The agency focuses on bridging online and offline worlds through unique, never-before-done experiences.

Facebook's ad auction selects ads based on bid, estimated action rate, and ad quality to balance user relevance and advertiser value. Higher total value wins. Use tips like clear objectives, right audience, and optimization for better performance.

Facebook is updating Page like counts by removing memorialized and voluntarily deactivated accounts to provide businesses with accurate audience data for better insights and consistency.

Facebook launches cross-device reporting for ads, showing how users move between devices before converting. Advertisers can see which devices ads are viewed on and where conversions occur, improving campaign insights.

TikTok partnered with Circana to analyze 97 Geo Lift studies across six European markets, revealing six strategic principles for FMCG growth. Key findings: TikTok drives 2.7% offline sales lift (vs. 2.3% social benchmark). Non-seasonal campaigns yield 46% higher lift. Longer campaigns (7+ weeks) improve momentum. Premium formats (TopFeed, Pulse) boost sales lift by 62% and ROI by 14%. Reach objective maximizes sales per dollar; combining with Video View is effective. Adherence to Brand Basics principles amplifies performance. For ad ops, the data underscores that sustained presence, premium placements, and creative consistency drive measurable in-store sales.

Messaging is becoming key for business-customer interaction. New features include 'Send Message' ad buttons, private replies to comments, and a 'Very responsive' badge for pages with quick replies.

TikTok offers new advertisers a limited-time deal: spend $100 to get $100 credit, $500 to get $500, or $1500 to get $1500 plus expert support. Terms apply.

Video ads on Facebook are effective, with 73% of campaigns improving ad recall. Best practices include tailoring stories, investing in production, using first seconds wisely, focusing on storytelling, and designing for sound-off viewing.

Facebook introduces new job posting and application features in the US and Canada, simplifying hiring for businesses and job seeking for users. The service integrates with Pages and a new jobs bookmark, aiming to ease the talent challenge.

Advertisers debate hard vs soft sell. Facebook study shows sequenced storytelling, via ad series, effectively inspires action. Soft sell approach builds narrative over time.

Investing in a mobile-first strategy boosts customer satisfaction, retention, and LTV. Optimized apps improve user experience, enable targeted communications, and offer monetization opportunities, making them crucial for brand growth.

News Feed algorithm updates to resurface older popular stories, increasing likes, comments, shares by 5-8% and read rate from 57% to 70%.

Facebook renames PMD to Marketing Partners, restructures with expertise-based badges, and improves Ads API access to help businesses find specialized partners.

Retail media uses retailers' first-party data for targeted ads onsite, offsite, and in-store. Major players like Amazon dominate this booming sector, offering app marketers new audience reach and privacy-compliant measurement opportunities via MMP integrations.

Facebook Awards 2015 winners announced, recognizing best creative work on Facebook and Instagram. Over 2,700 submissions from 160 countries, highlighting trends: mobile storytelling, video usage, and Instagram innovation.

The US dominates global mobile game ad buying, ranking #1 in app advertisers and #2 in ad impressions. Video ads are the top format, while playable ads surged from 1% to 13% since H1 2023. Sports games saw significant impression growth, but puzzle games remain top. The report covers H2 2023-H1 2024 data for the US and 100+ markets, excluding China.

Video ads generate lift from the first view. Even views under 3 seconds contribute up to 47% of campaign value. Advertisers should optimize for total value beyond view counts.

Facebook views viewed impressions as better than served ones for ad measurement. They count an ad as viewed when it enters the screen, not charging for unseen ads.