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Archive for ‘Creative Optimization’

Boost Media’s Digital Marketing Trends to Watch for in 2017

By December 21st, 2016

This is a guest post from Suzie Kronberger, VP of Marketing and Revenue Operations at Boost Media.

By the end of this year, digital will overtake TV ad spending in the U.S. for the first time—digital ad spend will reach $72B and TV will grow to $71B. Strategies that worked one year aren’t guaranteed to yield the same results the next, which means marketers must be on the lookout for change and innovation.

So, how far did we come in 2016, and what does 2017 have in store for digital marketers?

2016: Here’s What We Learned

Video is the future of advertising: Mark Zuckerberg said it during the spring ‘16 Facebook earnings call. We’re seeing it in the data. Customers are ordering loads of video ad creative.

Vertical video is much more engaging than 16:9 landscape videos: Snapchat’s insight that watching landscape videos on our phones is awkward was a game-changer. They have 10-12B vertical video views per day. Facebook has vertical video ads now. Watch for this format to proliferate.

  • Insider tip: Don’t shove your 16:9 into a vertical video! There’s a reason portrait mode is called that—your footage needs to focus on people/characters large, front, and center. Best to cut unnecessary scenery.

Mobile is where it’s at, but remember: 60% of Americans watched traditional TV programming on their mobile devices. If you’re in a vertical where there are certain aspects of the funnel where mobile isn’t the preferred device, then target accordingly. For U.S. retail, many purchases are still completed on desktop. Add-to-cart is significantly lower on smartphone (6.2%) compared to desktop (10.4%).

2017: Predictions

Major innovation in ad formats: 50% of clicks on mobile ads are accidental. With delivery platforms innovating rapidly, so will ad formats. Expect there to be new mobile ad formats that will help you drive much stronger engagement than you’ve achieved in the past.

Ad formats that provide user value: Ads that are highly engaging offer users something of value. Value can come in literal forms like offers and promos, but also in the form of humor or entertainment. An ad that people thoroughly enjoy can create deeper connections between the brand and the user.

Be ready to take creative to the next level: With the innovation in ad formats, there’ll be more opportunity to tell stories in compelling, interactive ways that you never could do before. Think big on the possibilities here, and get the help you need on developing new, cutting-edge concepts, mediums, and designs.

Creative makes a difference in capturing and maintaining user and consumer attention. But high-quality, cutting-edge creative doesn’t have to be expensive. Prioritize creative in next year’s budget so you’re prepared to take advantage of opportunities quickly.

Happy holidays and here’s to a successful 2017!

All You Need to Know to Win Big with Lead Gen Ads

By December 13th, 2016

Lead generation ads have many benefits, and are a great way of connecting with the people most likely to want your products. Looking to get even more qualified leads? Then lead gen ads are for you. Here a few things to keep in mind to get the best results and yes, “win big.”

Best Practices

A good way to maximize the effectiveness of your lead gen ads is to drive users to helpful content, such as….

A blog article. In the lead gen ad, provide a teaser to the content. Then, redirect the user to the actual article to continue reading and dive into the details.

A PDF: Have a piece of content you know your audience will love? Give them this gift by way of a lead gen ad. For example, if you run an online casino, provide them with a PDF guide on online gambling that includes useful advice to make them more confident in using your site.

A specific offer: Your existing clients might just love something tailored specifically to them. Think retention. Are you an
e-commerce site with promo codes for customers? A lead gen ad could be the solution, as it has the sense of ‘unfolding’ something that’s just for the individual consumer.

Continued Flow from Ad to Website

It may take you some time to put continued flow into action on your website, but once you do this—and once you’re whitelisted by Facebook—then users will be able to simply fill in their details into the lead gen ad on Facebook and won’t need to complete them again when they’re redirected to your site. This greatly improves the user experience.

Some of the details, such as the user’s name, are pre-populated in the lead gen form. After the user fills in the form, they’ll be redirected to your website, where not only will their name already be filled in, but any other required fields will also be pre-filled to avoid any redundancies between Facebook and website forms.

This all works seamlessly because of Facebook’s Continued Flow. Note that you’ll need to implement the Continued Flow API to make sure the flow works, and to ensure a smooth user experience with no need for the user to repeat actions. (It’s kind of like being transferred during a phone call and not having to explain things all over again.)

Mobile Versus Desktop

Like most online channels these days, mobile’s winning. Lead gen ads are no exception, and mobile placement tends to have better delivery and results.

For desktop ads, be sure to keep in mind that most browsers have pop-up blockers, so desktop users may not be redirected to your website. In this case, there goes your lead. And, due to security upgrades in modern browsers on desktop, it’s hard to bypass these blockers.

Since Facebook must currently live with these blockers, Continued Flow won’t work on desktop. For best results for your lead gen ads, focus on mobile.

Retargeting Campaigns

Make sure you’re taking the fullest advantage of your engaged lead ad audiences. Depending on traffic and results, run a retargeting campaign simultaneously.

Note that when you’re analyzing performance, look at blended CPAs to understand the real costs of your campaign.

Supporting Lead Ads

There are several complementary efforts you can launch to amplify the effectiveness of your lead gen ads.

Link the lead form data directly to your CRM system. Facebook integrates with several great providers, giving you the ability to send user data directly to your CRM system. From there, you can support your lead gen initiative with email or SMS campaigns. And, even if you decide not to launch a side campaign, you can still more easily download your new leads with a CRM integration.

Use email marketing. It’s a common practice for gambling companies to decrease their CPA by running email marketing campaigns to retarget users gained on Facebook. Why is this? These companies have a particular user funnel that involves a couple of conversions until they achieve the result of ‘getting the player’.

Other markets can greatly benefit from this, too. Consider running email marketing campaigns to support your lead gen ad efforts. Again, look at blended CPAs and the particular value this would have for you.

Take the Lead

All in all, there are plenty of opportunities to implement lead gen ads for your business and make your campaigns more successful. To find out how Marin can help you put lead gen ads into action, contact us today.

The Post-Christmas Buying Rush: Are Your Social Campaigns Prepared?

By November 9th, 2016

Shopping doesn’t end after the holidays—according to a National Retail Federation survey, 65% of shoppers plan to keep shopping after Christmas. Use this time of year to convert them to loyal customers with new demand generation and cross-sell opportunities.

Demand Generation and Cross-Sell

Don’t let your holiday campaigns go to waste—keep aiming for more purchases. Post-holidays is a great time to re-engage to drive demand.

  • Audience: Identify recent purchasers to showcase new collections to them. You can achieve this by using Website Custom Audiences (or Tailored Audiences on Twitter) with an appropriate retention window.
  • Ad formats: Use Dynamic Ads to automatically cross-sell complementary products or upsell higher value products from your catalog.
  • Creative: Focus on creative that defines your brand beyond the holidays to avoid ad fatigue and expand into the New Year. Your brand message should seamlessly transition from the holidays to the post-holiday period to maintain interest and create new opportunities, such as additional gear and add-ons for holiday presents (video games, DSLR bag, etc.), post-holiday flash promotions, etc.
  • Optimization: Optimize for product sales or conversions to maximize the delivery of your ad campaigns to people likely to convert, once again making sure that your pixel is capturing enough conversions per week.

For more tips on winning the holiday shopping game, download our Social Advertiser’s Holiday Guide.

How to Build an Effective Retargeting Program with Dynamic Ads

By November 2nd, 2016

Dynamic Ads enable you to automatically promote your entire catalog across devices. With Dynamic Ads, you have full control over the products you advertise, ensuring you’re reaching audiences who’ve expressed high intent to purchase with the most relevant products. Advanced tactics are also available—cross-sell, upsell, and even prospecting.

  • Audience: Segment audiences based on past browsing behavior. For example, you can create audiences of people who viewed or added products to their cart but didn’t purchase, then retarget them with the same products to increase their purchase intent.
  • Targeting: Upload your product catalog to Facebook and make sure it’s regularly updated. Build product sets by category, best sellers, or high-margin products.
  • Ad formats: It’s best practice to use Carousel Ads rather than static image link ads.
  • Creative: Test different variations with macros such as price, brand, and description in your ad text and Carousel titles.
  • Optimization: Always bid your maximum value for one-day post-click conversions, and make sure bid values match with audience behavior. For instance, “add to cart” is a higher intent than a simple “product view” and may justify a higher bid. Make sure your audience pools are broad enough to get sufficient delivery.

For more tips to make the most of your holiday ad campaigns across social media, download our Social Advertiser’s Holiday Guide.

How To Create Vertical Video Ads That Work

By October 31st, 2016

This is a guest post from Sarah Burns, Content Manager
at Boost Media.

Vertical video has become ubiquitous in the world of apps and social media, and the shift to vertical is changing the consumer experience. Vertical videos take up more space on the screen then horizontal, and smartphone users don’t have to rotate their phones first to watch. This creates a fully immersive and powerful experience every time a video is played.

Here are three creative tips to consider while adopting your vertical video strategy.

1. Rethink concepts

Find new techniques to film scenes and subjects that are optimized for vertical orientation. For example, close-ups of people, landscapes, and buildings work well vertically. Concentrate on one object to make the most impact visually. Consider how you might fill the space that appears if you tilt the camera up or down. Remember that creative should match the platform, the environment, and the context in which it’s being viewed, and be mobile-first.

2. Experiment with text overlays

Text overlays help tell a story quicker, which is important with video moving to shorter and shorter pieces. Consider using text for subtitles, which come in handy when translating videos to a foreign language, for example.

3. Revisit metrics

Due to the large size of vertical ads and the fully immersive video experience, vertical video ads are a great way to build awareness and drive increased site traffic. It’s not so much about completion of an ad as much as engagement time after the video. Test a variety of metrics to determine what works best for your organization.

 

About the Author

sarahSarah manages Content Marketing at Boost Media and leads a team of marketing professionals to drive revenue through complex B2B marketing campaigns in the ad tech industry. Prior to joining Boost, Sarah developed marketing and sales strategy at BNY Mellon, a top 10 private wealth management firm. In a former life, Sarah worked in journalism writing for magazines including Boston Magazine, The Improper Bostonian, and Luxury Travel. When she’s not writing engaging content, Sarah enjoys cooking, running, and yoga.

About Boost Media

Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale. The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.

5 Strong DR-Focused Facebook Features for Q4

By October 27th, 2016

SEM has long been considered bottom-funnel advertising, but Facebook’s new and improved direct-response features mean you can turn the platform into a revenue machine over the coming weeks. Here are five essential direct response (DR) features available on Facebook—and how to use them to your advantage.

Carousel Ads

With Q4 bringing a high saturation of ad demand—especially ecommerce and retail for the holiday season—carousel ads are a great way to stand out. With these ads, you have the ability to tell a story about your brand or product. You can also showcase the different benefits of a signature product, or a range of products or product lines. More real estate means more opportunity to grab attention and gain potential new customers.

01-carousel

Lead Gen Ads

If your focus is on lead gen, you should be using lead gen ads. The benefit here is that the user doesn’t need to leave Facebook to fill out your form. There are tons of fields to choose from—Facebook will try to fill them in automatically based on information from the user’s Facebook profile (which makes it a lot easier for someone to complete the form). You also have the option of putting up to three custom questions on the form that are specific to your company.

Wondering what creative works well? You can use carousel ads with this campaign objective to help tell your company’s story, list different benefits or services, etc. (Yes, we’re fond of carousel ads.)

02-leadgen

If you’re worried about spending a ton during a highly competitive season (remember, with Facebook ads, you’re competing for space, not keywords), we recommend establishing a test budget to figure out which messaging works, then open the budget spigot in Q1.

App Install Ads

If your focus is on app installs, Facebook now has a great new type of bidding to use for app install ads. You can now bid on in-app events such as a registration or purchase. Your cost per install may rise with this, but you’ll be targeting people who are more likely to complete the in-app event that’s most important to you.

03-appinstall

Lookalike Audiences

Trying to figure out who to target this season? Lookalike audiences should definitely be in the plan. With lookalike audiences, you can target from a 1% lookalike all the way to a 10% lookalike. A 1% lookalike will be the percentage most closely like your original seed audience, but once you find a seed audience that works, you can expand the percentage in order to scale more. Fee seed lists we see work well on Facebook are:

  • Top LTV users
  • Converters from Facebook
  • Most recent converters

04-howitworks

To go even deeper into lookalike audiences, make sure you caught Marin’s detailed article.

Pixel Implementation

Last but not least, make sure you’re confident in your pixel implementation! Once the pixel is placed, make sure you go through the user flow on your site a few times and test the pixel. You can use the Facebook Pixel Helper Tool extension on Google Chrome. With this tool, you’re able to see if the right event is firing on the page you want it to. Since you’re likely bidding oCPM for conversions (in order to maximize the number of conversions you can get), you want to ensure you’re optimizing on a conversion that’s firing correctly.

05-facebookpixel

Make sure you use all of the above features throughout the year, not just in Q4. But, to compete on Facebook and show some return for your dollar from now through mid-December, it’s imperative to use what’s available to you. These five features are a great start.

Dynamic Ads for Travel: a New Solution for Hotel, Flight, and Airline Companies

By October 17th, 2016

Dynamic Ads For Travel 

About a year ago, Facebook launched Dynamic Product Ads to attract mostly e-commerce advertisers looking for a more efficient way to launch remarketing campaigns, without having to manually create hundreds of link ads and custom audiences per SKU. For a travel business, however, the definition of a “product” is very different than it is for a retail/e-commerce advertiser.

Fast-forward to today. Facebook now just refers to this solution as Dynamic Ads, with a unique offering available to travel advertisers called Dynamic Ads for Travel (DAT). With DAT, you can automatically deliver ads at a product level from your hotel and destination catalogs with unique creative based on a person’s click events on your website.

For example, you could dynamically deliver ads across all hotel destinations with imagery specific to the location that people are searching for. People who searched for hotels in Maui on your website and didn’t convert would be delivered a very unique offer, compared to those who searched for, say, hotels in Minneapolis.

Dynamic Ads For Travel

Thousands of Relevant Ads in Seconds

As you can imagine, it’d be near-impossible to create all of the possible permutations of audience segments paired with unique creatives for each destination or hotel that people are searching for manually. DAT improves campaign performance in several ways:

  • Relevancy: More intelligent ads that capture details such as price, check-in date, and destination relevant to what people are searching for and where they want to go. You can personalize landing pages with redirect URLs specific to these details.  
  • Automated delivery: Ad creative is deployed automatically from your catalog feed, meaning you don’t have to manually create each individual ad.
  • Improved targeting for optimal ROI: Target people who are searching for a hotel in a certain place or flight on a specific date. Cross-sell people who’ve booked a flight with a complementary offer on a hotel.
  • Scale: Remarket to people across all placements including mobile news feed, the Audience Network, and Instagram.

So How Does it Work?

Dynamic-Ads-For-Travel-How-It-Works

There are two key components that enable DAT to work:

  • The Facebook Pixel to enable “Website Custom Audiences” and track click events on your website
  • A feed that includes details on all items you sell, as well as creative (description, price, availability, etc.)

The click events that the Facebook Pixel captures allow travel advertisers to deliver more personalized ads to audiences based on a variety of user signals such as search activity, browsing history, and purchase behavior on your website. You can further enhance these audiences with a few parameters in both your exclusion and inclusion targeting:

Pixel Parameters For Travel Companies

Hotels Flights Destinations
Content Type Content Type Content Type
Destination Origin and Destination Airport Suggested Destinations
Check In and Out Date Departure and Return Date Travel Start and End Date
Currency Currency Region, City, and Country

 

To determine which ad creative to trigger when a pixel event is fired, you need a travel feed with information from a catalog. You can either upload the catalog manually with a .CSV file or have the data retrieved programmatically from a feed in .XML format.

The good news is that many travel advertisers already have a feed that they use to deploy campaigns on Google, where the practice of retrieving this information for Facebook is very similar. Facebook currently supports the following catalogs with plans to roll out a flight specific-solution in the near future.

  • Hotel: A list of details specific to each hotel such as room availability, pricing, star rating, guest rating, and image URL with support for up to 20 images
  • Destination: A list of details specific to each destination such as longitude location, neighborhood, price, price change, and image URL with support for up to 20 images

If it seems a little hairy, not to worry—DAT is one of the most advanced Facebook advertising features available on the platform today, so mastering it takes a bit of practice. The opportunities are truly endless, however, with all of the possible configurations that are available with this ad type.

Just note that some of these variables such as price and availability need to be updated in real-time, meaning to get your campaigns ahead of the curve, you should use a Facebook Marketing Partner platform—such as Marin Social—that’s developed this capability into its offering.

Do Your Instagram Ads Follow These 3 Best Practices?

By September 28th, 2016

This is a guest post from Sarah Burns, Content Manager
at Boost Media.

Instagram ads allow brands to share their story in the context of an inspirational and creative feed. With a global community of more than 500 monthly active users, it’s a great opportunity to get your brand discovered. Here are three creative best practices to help you stand out with your audience.

1. Go natural

  • Use clear images, not grainy or blurry ones.
  • Natural lighting is better than harsh artificial lighting.
  • Make sure your image is high quality and authentic, but still fits into the context of the Instagram feed.

2. Avoid overpowering

  • Your brand should never overshadow your creative.
  • Avoid front-and-center logos and use an iconic brand element or signature color instead.

3. Say less

  • Although not a requirement on Instagram, follow Facebook’s 20% rule regarding text within images.
  • Instagram is a photo app so imagery—not text—should be the focus of creative.

For advertisers who’ve been active on Instagram for a while and those just getting started, these tips should help you structure your strategy on this increasingly popular social channel.

 

About the Author

sarahSarah manages Content Marketing at Boost Media and leads a team of marketing professionals to drive revenue through complex B2B marketing campaigns in the ad tech industry. Prior to joining Boost, Sarah developed marketing and sales strategy at BNY Mellon, a top 10 private wealth management firm. In a former life, Sarah worked in journalism writing for magazines including Boston Magazine, The Improper Bostonian, and Luxury Travel. When she’s not writing engaging content, Sarah enjoys cooking, running, and yoga.

About Boost Media

Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale. The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.

The Good, the Bad, and the Unviewable—The State of Ad Viewability

By September 13th, 2016

Digital advertisers are worried about ad viewability. How worried are they? According to a survey that Mixpo conducted this year, 69% of them are “extremely concerned” or “very concerned.” That’s the bad.

As we mentioned in our post on programmatic buying transparency, the environmental transparency of an ad is as important as the campaign’s message or who’s being targeted. By “environmental,” we mean viewability, ad fraud, and brand safety.

We also stated that there’s no consensus on how viewability is even defined or how to determine the tradeoffs between measurement, accuracy, and associated costs.

Still, the debate continues. As viewability becomes a greater concern for digital advertisers and vital to the success of their campaigns, solutions and standards continue to be defined and refined. In this article, we look at guidelines, outline what to consider, and recommend a few tips for ensuring your ads are viewable.

Current Verdicts: What Determines if an Ad is “Viewable”?

The Media Rating Council (MRC) and Interactive Advertising Bureau (IAB) basically define viewability as who sees your ad, how much was seen, how long they saw it, and where the ad showed up. Further, the IAB states that viewability “is not about ad effectiveness nor ad engagement. It is simply the delivery of ads that render on the screen. In other words, the opportunity to be seen.”

What does that mean?

Specifically (according to MRC and IAB guidelines), a display ad is viewable if 50% or more of its pixels appear on-screen for at least one continuous second. On the other hand, GroupM believes 100% of pixels need to be in view for at least one second. Like GroupM, other large holding companies also have their own standards.

The reasons for these discrepancies often lie in creative technologies. For instance, moving from Flash to HTML5 can slow down page loads, making verification pixels time out, which can then prevent accurate measurement. And, according to the MRC, bandwidth and network speeds make load times even worse for mobile ads.

The various viewability definitions are a way to get around these speed bumps, allowing for a departure point to effectively measure viewable versus unviewable ads. Meaning, there are standards, but they depend on the governing body or other constituents determining the guidelines.

What About Brand Safety?

Brand safety is easier to define, but it’s just as important in ensuring your brand is creating a positive user experience and maintaining your brand image. Simply put, your brand is safe not only if your ads are showing up in the right context, but also when the right ads appear on your website. For instance, if not-quite-safe-for-work ads suddenly appear on your site, your brand image will likely suffer, causing buyer-seller trust to erode.

Once again, the IAB and its standards can help. Its Content Taxonomy identifies when companies are brand-safe based on a two-tier system:

  • Self-certified
  • Certified by an independent third party

Third-party certification providers offer a list of DSPs that filter bought inventory according to IAB’s taxonomy. In this way, programmatic guidelines and technologies can be established, automated to safeguard against risky ads and hazardous placements.

The Difference Between Viewability and Fraud

Remember there’s a difference between viewability and fraud. Integral Ad Science (IAS) defines ad fraud as “the deliberate practice of attempting to serve ads that have no potential to be viewed by a human user.” However, a positive trend that IAS reported reveals that overall programmatic ad fraud dipped by 20.9% between Q4 2015 and Q1 2016. Still, the U.S. has the worst rate of ad fraud when compared to Australia, France, Germany, and the U.K., the countries the IAS profiled.

This is part of why digital marketers in the U.S. are so worried.

Something to note, however, is that the same study showed that viewability is actually up, presumably because publishers and other players in the industry increasingly have stopped getting paid for inventory that’s fraudulent—so they’re more motivated to increase viewability and reduce fraud. An article in the Journal of Advertising Research, however, states that global advertisers are expected to waste roughly seven billion dollars in 2016 on unviewable ads. Whether the forecast is sunny or gloomy, all sides are working harder to reduce fraud and increase viewability.

Why is there as much fraud as there is? In a word—bots. Specifically, bots that mask as a user and click fraudulent ads, making it seem like your website’s getting more clicks and click-throughs than it actually is.

Marketers are right to be concerned. They must continue to be vigilant about and aware of both unviewable ads and bots’ calculated attempts to muddy the ad pool. To make matters (and your measurement efforts) worse, bots don’t use ad blocking software like humans do. So, if you’re trying to measure campaign effectiveness through the average ad blocking rate and optimize accordingly, you have your work cut out for you.

Why Is Viewability So Important, Anyway?

It’s obvious that you’d like people to actually see your ads. And, you’re no doubt interested in measuring the effectiveness of these ads and adjusting as needed.

A third angle to take into account—many new vendors are trying to monetize viewability, assigning costs to only those impressions that are viewable. Here, however, there’s a tradeoff between the page actually loading, the time it takes, and how these measurements will or should affect cost.

For brand awareness and to know your true cost of doing business, viewability is essential. As we mentioned in our post on the programmatic supply chain, if your impressions aren’t viewable, you should get a credit toward them. We’ll add here—if your impressions aren’t viewable, not only did a tree fall in the forest and no one heard it, no one has any idea what the tree looks like. So much for lifting your brand awareness.

Who Measures Viewability, and How?

First off, as far as measurement goes, who should bear the burden of proof? Publishers, vendors, and agencies are working together to measure and combat viewability issues. Each of these entities, however, has a unique motivation for ensuring viewability is maintained and measured:

  • Publishers: want to optimize yield and inventory management and ensure a positive user experience
  • Vendors: want to increase brand awareness, leads, clicks, CTR, and ROI
  • Agencies: want to increase viewable impressions and customer satisfaction

As mentioned earlier, there are issues gleaning accurate viewability metrics—such as latency and the creative technologies that cause it. Third-party measurement vendors can also be problematic, since they use tracking pixels that can, ironically, result in longer page loads and add to the murkiness of precise measurement.

The answer lies in adopting standards to level the playing field. In its Primer for Publishers on Improving Ad Viewability, IAB recommends that publishers establish performance benchmarks, and have a remediation plan in place to determine what happens should an ad placement miss the benchmark by more than 10%.

The landscape’s not perfect, but the outlook’s positive. That’s the good.

The Cost of Being Seen

What factors go into determining the cost of viewability? Viewability tracking, brand safety tracking, and brand lift studies are paid by either side in an effort to run cleaner campaigns. Ad verification and brand safety tools also come with a cost, and have their own issues, but they go a long way in creating environmental transparency. These all play a role in ensuring ads get seen, but marketers must determine how these weigh against their budget and how much are overkill.

What about the costs of the future? Will all ad formats be bought on a viewable impression basis, i.e., vCPM? Time will tell.

Tips for Making Sure Your Ads are Viewable

Now that we’ve gone over definitions, standards, and budgeting considerations, here are best practices you can use to combat viewability issues and maximize the likelihood of your ads getting seen:

  • Share information: As quality/ad fraud companies continue to work with the MRC, IAB, and other groups to develop standards, advertisers and publishers should rally around recommended guidelines, so that standardization can lead to equity and visibility.
  • Experiment: Bring on one vendor at a time, make sure they’re MRC-accredited, and measure the results.
  • Have frank discussions with verification partners. Ask them how they measure viewability or what they’re doing to control for fraud.
  • If you’re a publisher: Work out any discrepancies with your advertising partners. Make sure there’s agreement between what each side says about what was viewable and what wasn’t.
  • If you’re a vendor: Regularly check your tags in order to determine whether an ad was in view or not. Note, however, that doing this chews up data and power—be careful not to degrade the user experience for the sake of viewability measurement.

Better Ad Viewability Is on the Horizon

If the virtual nail-biting is any indication, viewability will continue to occupy its high-anxiety, top-of-mind position until the major issues get smoothed over. Take heed, though, that help is not only on the way—the conversation has expanded to video and audio. In the long run, continued standardization will result in better guidelines and (more) common practices.

In the meantime, remember the tradeoffs between viewability, practicality, and the costs of measurement. Do what’s appropriate for your business and budget, with the understanding that better days await you.

Captivate Your Audience with Facebook Video Carousels

By August 31st, 2016

This is a guest post from Sarah Burns, Content Manager
at Boost Media.

The Most Engaging Ad Format on Facebook

Arguably the most engaging ad format available on Facebook, the video carousel is growing at a rapid pace. Since Facebook first evolved the format by giving advertisers the option to display video in the carousel ad in fall 2015, advertisers have seen success with lower cost per click and increased traffic.

Showcasing video as a creative option can bring sight, sound, and motion to help advertisers improve both their brand and direct response objectives. You can exhibit any combination of up to 10 photos or videos, but only five cards will appear at a time. Video carousels provide not one, but many opportunities to engage with customers.

New Ways to Get Your Customers’ Attention

Having more images, videos, and links in a single ad opens up new opportunities to talk about your business and reach your audience. You have several creative ways to get the attention of potential customers with video carousels:

  • Show more products
  • Highlight multiple features
  • Create a larger canvas
  • Tell a good story
  • Show the steps
  • Change with the seasons

Generating Facebook Creative Concepts

A good place to start when generating creative ideas is reviewing past performance of organic Facebook posts. Has there been a particular piece of content you’ve shared in the past that performed really well?

Another good source of creative ideas is your content or marketing calendars. You can create Facebook ad campaigns and ad creative to support your brand’s events and product launches, play off of industry events, and capture attention related to seasonality and holidays.

Remember, the point of running Facebook Ads is to reach a larger audience than your current follower base, so all creative needs to be tested, even if something similar has performed well organically in the past. What works for one audience in one context may not apply universally. Once you find what works, continually discover new concepts to explore with Facebook creative.

 

About the Author

sarahSarah manages Content Marketing at Boost Media and leads a team of marketing professionals to drive revenue through complex B2B marketing campaigns in the ad tech industry. Prior to joining Boost, Sarah developed marketing and sales strategy at BNY Mellon, a top 10 private wealth management firm. In a former life, Sarah worked in journalism writing for magazines including Boston Magazine, The Improper Bostonian, and Luxury Travel. When she’s not writing engaging content, Sarah enjoys cooking, running, and yoga.

About Boost Media

Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale. The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.

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