Marketing Insights

Archive for ‘Facebook’

3 Facebook Advertising Trends You Need
to Know About

By February 4th, 2016

The year is 2016, and Facebook will soon be 12 years old. As Facebook hits puberty, it’s no longer just an influencer platform – now, it delivers actual (and many) conversions to social advertisers.

We took a look at Facebook’s growth and development over the last year, and three main trends stood out as being the most significant for the platform: clicks, video, and geotargeting.

People are clicking Facebook ads

Social media targeting in general is the most precise it’s ever been, and it’ll only get better this year. In 2015, Facebook click-through rates (CTR) more than doubled. Why is this?

  • Ad quality is better
  • Ad serving is much more selective and targeted
  • People are more willing to view and click Facebook ads

For Facebook advertisers, this translated to a sharp increase in CTR and lower cost-per-click.

Social video is growing fast

In 2015, video was one of the fastest growing sectors of online advertising, and Facebook quickly picked up on this trend. We’re now used to seeing video ad formats in our news feeds.

According to Facebook, by the end of 2015 there were eight billion average daily video views, or 100% growth in a seven-month time period.[1]

This incredible growth is part of the reason Facebook is investing so much attention on improving and refining video ad formats to increase user engagement and relevance. And, there’s a lot of potential for Facebook video ad sales to take off in 2016. The future looks bright for this ad format.

Local ads are more precise and effective than ever

During 2015, geotargeted ads gained major steam on Facebook, due in no small part to Facebook’s improvements to their local ad type. Hyper-local ad targeting on social media has allowed marketers to reach very specific audiences to within a mile of particular locales.

This hyper-local targeting easily synergizes with mobile ad formats, such as click- for-directions or click-to-call to reach nearby audiences that have high engagement rates for local brick-and-mortar businesses. Since 2010, locally targeted social media ads have grown a compounded 33% every year, with $8.3 billion worth of ads in 2015.[2]

For more information on current trends in Facebook advertising – including year-over-year trend charts and the latest intelligence on mobile – download our report, The State of Facebook Advertising: Clicks, Videos, and Geotargeting.

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[1] http://techcrunch.com/2015/11/04/facebook-video-views/ – .v4kfgk3:NzA1.

[2] http://www.biakelsey.com/Company/Press-Releases/111114-U.S.-Social-Local-Advertising- Revenues-to-Reach-$2.3-Billion-in-2015.asp.

So You Don’t Have $5 Million to Spend on the
Super Bowl…

By February 1st, 2016

Super Bowl 50 is here, and the cost to advertise is heating up faster than the Broncos/Panthers rivalry. In fact, CBS is charging up to
$5 million for a 30-second ad spot during the big game. According to eMarketer, the top five Super Bowl advertisers have spent a total of $745.1 million for the privilege over the past 10 years.

While the Super Bowl is a great time to drive awareness with cute Budweiser puppies and ridiculous Doritos commercials, most advertisers can’t afford to shell out that kind of money. Here are four strategies to help marketers of all sizes take advantage of the Super Bowl without breaking the bank.

1. Start with a good content strategy

Make sure you have a cohesive plan in advance of the big day that includes organic and paid teams, and all marketing channels where you have a presence (search, social, display, etc.). With a solid strategy in place, you’ll have a good foundation to help you capitalize on any spontaneous moments that may occur, such as Oreo’s quick “dunk in the dark” reaction in 2013.

Here are a few recommended tactics:

  • Plan your gameday creative and messaging in advance
  • Use a tool like Marin Social’s Message Booster to improve coordination between organic and paid teams, and to ease the workload by automatically promoting top-performing content according to pre-defined rules
  • Make sure your social media team is at the ready with immediate, relevant, branded content, in case a big and unexpected moment occurs

2. Take a mobile-first approach

During the Super Bowl, millions of Americans are watching more than just the TV screen. They’re grabbing recipes from Pinterest, posting photos of their gameday garb on Facebook, and sharing their real-time reactions on Twitter. Advertisers who understand this second-screen behavior are in the best position to take advantage using a mobile-first approach.

  • Use mobile device and carrier targeting to maximize ad relevance
  • Make sure your website or landing page is optimized for mobile viewing
  • Consider extending your ads beyond the publishers and into mobile apps, via the Facebook Audience Network and the Twitter Audience Platform

3. Run your commercial without the hefty price tag

Facebook, Instagram, and Twitter all offer top-notch video advertising formats, so you can run your commercial without dropping $5 million. Captivating video formats provide an exciting way to engage with users who skim through their phones while watching the game. Other things to consider:

  • Use Reach & Frequency targeting with your Facebook video ads to generate awareness at scale
  • Make sure your creative attracts attention with autoplay and no sound
  • Run video that’s specifically relevant to Super Bowl viewers, and consider unveiling fresh, never-seen-before content

4. Up the ante with TV Sync technology

If you already have a good baseline social advertising strategy, take things to the next level using TV Sync technology. TV Sync allows you to automatically activate your social ads based on customizable offline events like television flight schedules, live programming, weather changes, or sporting events – all in real time. It’s a powerful way to amplify your reach and drive engagement across screens.

TV Sync allows you to:

  • Trigger your social ads whenever your competitor’s commercial airs
  • Launch social ads automatically based on weather status or key sporting events such as touchdowns and timing
  • Push social ads live during other related TV events (Pro Bowl, Puppy Bowl, etc.)

Last but not least, consider using these strategies beyond Super Bowl Sunday. Every day is a great chance to extend your advertising beyond TV, onto the second screen and into the virtual living room.

Consider applying these ideas during primetime TV shows, live awards events, college or national sporting events, the World Cup, the Lumberjack World Championships, or any time at all.

Buy Buttons and What They Mean For You

By December 15th, 2015

By now, you’ve likely seen or heard about buy buttons, which are a quick way for customers to purchase directly from search, social, and video platforms. How should digital marketers work with buy buttons this holiday season?

First, let’s review the statistics.

202%The year-over-year lift in social media-referred orders that Shopify reported.

60 millionThe number of shoppable pins on Pinterest.

84%. The percent of Pinterest buyable pin-referred orders coming from new customers, according to one advertiser case study.

What it means for you

These data points indicate a growing trend toward social as a shopping discovery tool. One thing missing from the statistics is the success of buy buttons from a revenue standpoint. Since buy buttons are relatively new, it’s still too early to tell how successful they’ll be in generating sales, making it uncertain whether to prioritize them over other tests this holiday season.

Still, it’s worth it for brands to begin preparing now, given the investment being made in buy buttons across the digital ecosystem. It’s easy to imagine that customers will quickly become accustomed to social discovery-fueled shopping, facilitated by buy buttons.

Let’s take a moment to recap some of the major networks with buy buttons, many of which still have the ad units in beta, with a select group of advertisers:

Instagram

As part of its action-oriented suite of ads released in June, Instagram has an ad unit with several call-to-action options including “shop now,” which allows users to make a purchase while staying within Instagram.

Pinterest

Pinterest has made Buyable Pins available to advertisers on select e-commerce platforms since late June.

Google

In mid-July, Google announced it’s beta testing its own version of the buy button in mobile paid search results.

YouTube

In late September, YouTube launched Shopping Ads, which include a click-to-buy option within partner videos.

Twitter

In late September, Twitter announced U.S. advertisers on select e-commerce platforms have access to buy buttons in tweets.

Facebook

Facebook, which has tested a buy button for over a year, in October announced it’s testing a shopping tab, enabling users to shop directly in the platform without visiting a brand’s site.

Where to go from here

With so many major networks supplying buy button-infused ad inventory, customer shopping behavior will be influenced—it’s just not clear yet how and to what extent. At this phase, it’s worth testing buy buttons on a small scale to establish a benchmark and to begin collecting intelligence to inform next year’s holiday buy button strategy.

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.

Ad Clicking, Ad Blocking, and the Future of Social Advertising

By December 9th, 2015

In the world of digital advertising, 2012 seems like eons ago. But here’s a stat you might remember – widely quoted surveys revealed that between 44% and 57% of users said they never clicked on a Facebook ad. Those numbers made a lot of sense at the time, because I too had never clicked a Facebook ad.

Back then, Custom Audiences were unheard of, Promoted Posts were still in testing, and News Feed ads had just hit the scene. I didn’t have a smartphone, so my only point of access was my college laptop. And since I didn’t go wild liking things and curating my interests, Facebook didn’t have nearly as much data on me.

SponsoredStory-BenJerry

Sponsored Stories began regularly appearing in News Feed in 2012

Lots of Change in a Short Time

Fast forward a couple years, and I was still holding out even as Facebook ads were getting infinitely better. There were captivating images, personalized products (think of those New York Girl in a California World style t-shirts based on lives in/from settings), and videos all over the place.

Then I saw them. A beautiful pair of Warby Parker glasses regretfully abandoned in my cart the previous day, staring at me from the News Feed in the form of a savvy retargeting ad. And I finally clicked.

WarbyParker

A sampling of Facebook ads from popular eyewear retailer Warby Parker

What’s Changed, Exactly? And Where Do We Go from Here?

A few points come to mind here.

First, Facebook ads have become increasingly effective thanks to:

  • More and better data
  • Maturing business goals and objectives (remember all those campaigns just for likes?)
  • The ubiquitous nature of mobile matched with cross-device capabilities
  • A host of powerful ad types

For advertisers, this means greater flexibility and lots of opportunity.

Second, in the words of Spiderman’s Uncle Ben, with great power comes great responsibility. When it comes to advertising and the user experience, just because marketers can doesn’t mean we should. Loud or distracting pop-ups, impossible-to-find close buttons, and ads that slow pages to a halt, I’m looking at you. These are the things that drive users crazy and lead to ad blockers.

In fact, the IAB recently stated, “we messed up” following recent concerns about ad blocking, and issued new standard advertising principles to guide the next phase of online advertising. They’re worth a read.

Third, Facebook has largely evaded the trouble of painful user experiences and the resulting uptick in ad blocking. Why? I would argue that the best ads are often native to the user experience and genuinely helpful in nature. Facebook accomplishes this by integrating ads seamlessly into the overall experience, and by providing ad type and targeting options that allow marketers to deliver highly personalized and relevant content.

Fourth, the innovation that powers these high-quality ads has been evolving at a rapid clip, and we can expect it to continue in 2016. We’ve seen reach and frequency buying, a whole suite of Instagram advertising options, carousel ads, dynamic product ads, more ways to incorporate first- and third-party data, and more. These are the kinds of tools marketers can use to create ads that users actually want to click, à la that memorable Warby Parker ad.

Finally, if the goal is to deliver consistently helpful, high-quality, and integrated ad experiences – ones that don’t send users running for their ad blocking software – then we can safely conclude that Facebook is on the leading edge and there will be more exciting developments to come in the new year.

3 Tips for Using CRM Data to Reach People Across Channels

By November 16th, 2015

With the recent release of Google’s Customer Match, the ability to target users through their email address has finally come to search advertising. This type of targeting has been available in social since Facebook announced Custom Audiences in 2013, and is accessible to display through data onboarding. Now, because of Google’s new feature, advertisers can target users using this data across search, social, and display, and across multiple devices.

This opens up many new possibilities for cross-channel, cross-device advertising. As it stands, a large percentage of marketing CRM emails are never opened. Advertisers can’t depend on email alone to connect with high-value customers in a CRM. We recommend using your CRM data to serve ads across search, social, and the web.

How do publishers match emails or user IDs to users across the web?

First, some background. The deterministic matching method relies on personally identifiable information commonly stored in CRM systems. With this method, a linkage is made when a user in your CRM uses the same email address or social media user IDs to log into an app and a website – across browsers and devices.

As long as a user is logged in across devices and targeting is set up across channels, advertisers and publishers can use this unique identifier to target those users cross-channel, on multiple devices.

Advantages over cookie-based remarketing

Google, Facebook, Twitter, and Display Networks already allow you to serve ads to previous site visitors with remarketing lists. This is traditionally done with cookie pools. Customer Match, Custom Audiences, and display customer targeting all allow you to advertise to recognized, signed-in users wherever they are – whether it’s mobile, tablet, laptop, or desktop.

This cross-channel path is difficult for cookies to traverse. It’s also hard for cookies to move across different browsers, and users can easily delete most cookies.

The other main advantage is that CRM data can be collected from multiple offline sources. For example, retailers can ask for a customer’s email address after an in-store purchase, or a travel agent can ask for an email address after a phone booking is made.

The Best Uses of CRM Data to Amplify Cross-Channel Reach

1. Do the Right Thing for the Right Channel

When it comes to matching CRM data with users for targeting, each online advertising channel has slightly different options. Be sure to make the most of each channel’s unique possibilities.

Search
Email addresses

Google’s Customer Match is a new product designed to help you reach your highest-value customers on Google Search, YouTube, and Gmail. Customer Match allows you to upload of a list of email addresses, which can be matched to signed-in users on Google in a secure and privacy-safe way. From there, you can build campaigns in Marin with highly relevant targeting and specifically tailored messaging for your audience.

Social
Email lists, phone numbers, Facebook user IDs, Twitter IDs, mobile advertisers IDs

Custom Audiences (Facebook) and Tailored Audiences (Twitter) make it easy to target specific customers or prospects at scale. It allows you to match your customer list against Facebook, Instagram, and Twitter users in a secure and privacy-safe way. Advertisers can use Marin to target users across social platforms and devices.

Display
Email addresses, CRM, point of sale, and mobile advertisers IDs

Through uploading emails, CRM data, point of sale, and mobile advertisers IDs, data onboarding technology (such as LiveRamp) can match your anonymized data to online devices and digital IDs, and segment audiences. These audience segments can then be sent to Marin for display targeting.

CRM-workflow

2. Be Sure to Segment

Segmentation is key to the success of CRM targeting for search, social, and display. Users can be segmented by value, actions, loyalty, recency, and satisfaction, among many other options – the segmenting possibilities of your customer database are virtually unlimited. You can use all of these segments for innovative advertising, such as enhancing your strategy, target audiences, and creative based on fresh and reliable data.

3. Go Cross-Channel

Using CRM data for targeting can produce fantastic results in single-channel siloes. However, when it’s used as part of a cross channel marketing strategy, the number of creative marketing tactics becomes almost limitless.

One common example of using CRM data across channels is targeting users with tailored messages across search, social, and display, depending on whether or not they’re existing customers.

Channel exclusion lists are just as important as positive targeting lists. In addition to reaching specific audiences with your ads, you can exclude unprofitable channels but still reach the same audiences.

For example, suppose an advertiser is in an industry where search keywords are particularly expensive. But, they want to update existing customers about a new product in a more cost-effective way. They could exclude the existing users from search targeting but still advertise to them on social and display.

CRM targeting strategies also open up new customer care and support avenues outside of phone, email, or direct mail. If a customer has a specific issue, it can be resolved at the level of a search query. Using CRM data, you could automatically deliver the most relevant information and links based on the products or services your customers are using, even if they use the exact same search query to search for information.

Using CRM data and user matching addresses a number of the challenges of cookie-based remarketing. It also helps bridge the gap between offline and online marketing activities. With Google’s new Customer Match, CRM data can now be used to actively target across search, social and display. This paves the way for innovative cross-channel, cross-device advertising strategies.

On the Air and in the Seats: Using Offline Moments to Drive Social Engagement

By November 3rd, 2015

According to Time Warner, 65% of people with a smartphone and tablet are likely to use social media while watching TV. From tweeting along during The Voice, to posting game-day Facebook statuses while watching our favorite teams, social media is now a virtual living room.

So what can digital advertisers do to capitalize on these multi-screen habits?

We’re excited to announce TV Sync, a powerful solution that allows advertisers to automatically activate their social ads based on customizable offline events including television flight schedules, live programming, weather changes, or sporting events – all in real-time. By synchronizing social media and TV advertising efforts, marketers can amplify reach and drive consumer engagement across screens.

TY Sync is made possible through Marin’s premier social partnership with TVTY, the leading provider of real-time contextual data. As TVTY’s preferred social advertising platform, Marin can now help advertisers run contextually targeted advertising campaigns on Facebook, Instagram, and Twitter using television signals from over 400 national and local channels, across 25 countries in North America, EMEA, and Australia.

TV Sync unleashes a multitude of possibilities for social advertisers. Consider some examples.

Extend your advertising message across screens

Running TV commercials? Use TV Sync to trigger your social ads immediately as your commercials air, reinforcing the message and increasing your impact with a multi-screen presence.

Counter your competitor’s TV commercials

As soon as your competitor’s commercials appear on TV, counter them by launching social ads in real-time. This is a great way to stay top of mind and boost mindshare.

Improve targeting and relevance with weather and sports

Trigger your social ads according to weather status or key sporting events for a timely, optimized, and personalized campaign that strikes a chord with your audience. For example, during snow-filled winters, travel advertisers can target users with ads to tropical locations.

Drive engagement during live or scheduled TV programs

TV Sync can help you advertise your auto brand during an episode of Top Gear, or launch social ads for your beauty brand during the red carpet at the Oscars. Aligning your ads with specific programming in this way creates a highly targeted and relevant ad experience.

TV Sync is immediately available for Marin Social customers, and we’ve already seen some exciting use cases and positive results. If you’re interested, don’t hesitate to get in touch.

Planning Your Media Budget and KPIs for the Holiday Season

By October 27th, 2015

Managing your holiday media budget is key to maximizing performance during the annual shopping frenzy. Without the right strategy in place, you risk over-investing in an under-performing segment of your program, while leaving opportunity on the table in another area.

Metrics that matter

Before planning your holiday media budget, understand metrics. CPCs and CPMs increase substantially during the holiday season. Research indicates you should expect to pay at least 2.5x your normal CPC or CPM to show Facebook ads on Black Friday. To add to the mix, Black “Friday” is stretching out to last a month, according to Google. Although CPCs increase during the holidays, keep in mind that the potential for revenue growth is substantial.

Rethinking holiday KPIs

You might have been able to hit your 3-to-1 ROAS goal in July when CPMs were $5. However, come November, this may be unrealistic as CPMs increase by 2 or 3x. Proactively adjust efficiency expectations to avoid missing out on the increased order volume opportunity. Instead of aiming for a strict efficiency goal, consider optimizing to a volume target, perhaps with a cap on minimum ROAS, or cost-per-engagement you’re willing to accept for any given segment of your program.

Holiday media budget framework

Most of the year, digital media budget pacing can be fairly consistent. However, during the holidays there are major shopping days, promotional events, and changes to customer behavior. The goal for holiday budget pacing should be to optimize spend for the highest revenue-per-impression (RPI) days, rather than to spend the budget evenly from day to day.

Further, the fewer constraints placed on budget allocation, the better performance will be. Rather than enforcing strict budgets between ad networks, regions, brands, or products, set targets and enable your team to make investment decisions based on performance in real time.

Holiday shopping behavior is unlike any other time of the year. We hope these well-thought-out rules can provide a budget planning framework to gain maximum traction this holiday season.

 

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.

Click here to schedule a free demo of the Creative Optimization platform today.

Calling All Social Geeks! 2nd Annual Biggest Social Geek Contest Launches Today

By August 17th, 2015

Do you spend your days creating and optimizing social marketing campaigns? Are you focused on ROI, CPC, CPM, CVR, CPLC, and a million other acronyms? Do you regularly find yourself on Facebook, Twitter, LinkedIn, or Instagram – all for work?

If so, you could be the 2015 Biggest Social Geek!

We’re looking for somebody who lives and breathes social media advertising. Test your social savvy by challenging yourself to our 20-question quiz, which launches today. You could win an all-expense-paid trip to SocialPro in Las Vegas, plus your choice of an Apple iPad Mini, Xbox One, or Sony PlayStation 4.

Ready to get started? Play Biggest Social Geek now!

Marin Social Integrates with Instagram

By August 6th, 2015

One of the fastest-growing major mobile properties, Instagram is home to an engaged and authentic community of over 300 million users. Each day, they share an average of 70 million photos and give out 2.5 billion likes. But more than that, Instagram is a deeply meaningful part of their lives. Of Instagrammers aged 13-24, 53% credit the platform with helping them define who they are.

Instagram is a place to be visually creative, to find inspiration, and to share unique perspectives. And it’s also an exceptional opportunity for social advertisers. In fact, 68% of users aged 13-24 say they interact with brands regularly, either by looking at photos, liking content, following a brand, visiting its website, or engaging in some other way.

That’s why we’re so excited to announce that Marin Social is integrating with the Instagram Ads API, to extend our cross-channel and cross-publisher support to this growing mobile property.

Integrating with the Instagram Ads API

Since gaining access to the newly developed Instagram Ads API, our engineers have been busy building an integration. And now we’re pleased to be working with a handful of customers to test brand awareness and direct response campaigns.

One such advertiser, NET-A-PORTER, uses Instagram to promote fashion events with top industry influencers. Instagram has proven to be a powerful channel for building relationships with existing customers and reaching new audiences who are interested in luxury brands.

“The Instagram Ads API allows us to target a very specific European audience within 24 hours of our events,” said Helen McGee, Head of Marketing, International, NET-A-PORTER. “With Marin’s support, we drove awareness of our brand, and are better able to share exceptional fashion content with our customers.”

A Panoramic View of Social Performance

Marin Social support allows brands and agencies to easily create, test, and optimize their Instagram campaigns. Even better? Instagram campaigns can be managed conveniently alongside Facebook and Twitter, so advertisers gain valuable performance insights and management efficiencies across their entire advertising program.

We look forward to working with more advertisers once Instagram moves to their beta phase, so keep an eye out for future developments. Oh, and make sure to follow us on Instagram!

More Information

Instagram for Business
Instagram for Business Blog
Facebook IQ Study on Instagram

How to Get the Most Out of Sequential Advertising on Facebook

By July 14th, 2015

If you’re already using a sequential advertising strategy, you know it’s a series of ads or messages that build on each other to engage users. Each message and engagement informs the next one, so that you essentially create a story – and dialogue – with your audience.

Facebook’s Sequential Evolution

Facebook has diversified into a full-funnel advertising solution, with support for a wide variety of ad types and targeting options. As a result, advertisers can now run sophisticated and sequential marketing campaigns that combine the best of social, mobile, and video all in one place. Here are just a few reasons we love sequential advertising strategies on Facebook:

  • They extend your campaign. Switching from a one-time ad tactic to a multi-phase ad strategy over the course of several days gives you more ways to tell your story and build your brand, all while guiding users down the funnel.
  • They work across devices. Intelligent targeting and retargeting means you can reach high-value audiences as they move from device to device.
  • They leverage video video video! Facebook averages more than 3 billion video views per day, so using video ads as part of a sequential advertising strategy can help you capitalize on a widespread consumer behavior.
  • They are customizable. It’s easy to choose objectives and creative types that best suit your business goals, and control the sequence of your ads.
  • They can be incredibly effective. Advertisers who utilize sequential advertising strategies often see increased conversions and brand awareness at a lower cost.

In particular, sequential ad strategies can be great for driving sales, increasing brand awareness and equity, launching a new product, or promoting an event. Let’s consider an example from DS that focused on those last two objectives.

DS Drives Impressions and Accelerates Engagement

FacebookAds

DS Automobiles recently spun off from their iconic parent brand, Citroën, coinciding with the launch of their fifth-generation model car. They wanted to make a splash for the DS brand name, so they decided to live-stream a launch event around the world. To promote their brand and event, they turned to Facebook.

DS executed a sequential advertising strategy in three phases:

  1. 1. Pre-launch teaser video: DS leveraged Reach & Frequency targeting to reach users at scale with an exciting teaser video.
  2. 2. Live-stream launch event: Next, DS took advantage of Remarketing Audiences to re-engage users who watched the first video. They did this by showing an ad linking to the live-stream launch event.
  3. 3. Post-event video replay: Finally, they ran additional ads to showcase a video replay and reinforce the DS brand.

The result? Over 36 million impressions, nearly 8 million video views, a highly engaged fan base, and a successful launch event. Read more about it here.

As you craft your sequential advertising strategies, experiment with the sequence of your ads and creative types. For example, you may find that your campaigns perform best if you run a video ad first instead of a page post link ad. Next, use reporting to help you test and optimize as you go along. And above all, keep your business objectives at the center of all your decisions.

Resources