January 17, 2017
By Jeff Cracolici
Here is our take on the most notable stories in Digital and Social Media Marketing from last week.
Last week, Facebook announced that their Audience Network now reaches over one billion individuals per month and Snapchat announced two, new ad units that will make their platform more actionable for marketers.
Ad Week | January 12, 2017
Facebook announced that over one billion individuals see an ad via their Audience Network every month. Out of this huge number, 83% of the ads served are their Native ad type as opposed to their Banner and Interstitial options.
If you advertise on Facebook and have yet to test the Facebook Audience Network [FAN], now is a great time. FAN allows you to add impressions to your campaign by showing your Facebook ads on non-Facebook owned websites and apps. Through the way they are designed, we have seen FAN ads perform very well for clients, especially when FAN ads are run in coordination with Facebook news feed ads.
eMarketer | January 12, 2017
Snapchat is kicking off 2017 by bolstering their ad offering through two, new ad units. The first gives advertisers the opportunity to create more actionable ads by enabling users to "swipe up" to learn more about an offer or product. The second is a type of lead generation ad that allows users to fill out a form to request more information from the advertiser or sign up for an email lists.
After Instagram announced similar ad types for their disappearing photo/video platform Stories, it looks as if Snapchat is not too far behind. While Instagram Stories vs Snapchat will be a highly-talked about topic this year, it all comes down to ad performance and cost. These "swipe up" and lead gen ad types will finally give marketers solid analytics to make a determination on whether or not each network is worth their marketing investments. Until some performance metrics are released, we recommend testing lightly, if at all.
For most YouTube video ads, users have the opportunity to skip the remainder of the ad after five seconds of viewing. 59% of Millennials take advantage of this skip option with only 29% watching ads to completion.