exposure

Here’s The Staggering Number of Ads Facebook Serves On Its Exchange Every Day (FB)

Source: http://www.businessinsider.com/the-size-of-fbx-facebooks-ad-exchange-2012-11

Zuckerberg in Russia

Appnexus, the online ad marketplace intermediary, hosted an annual summit in New York yesterday and disclosed some interesting metrics about the size of its business as it relates to Facebook.

The company is one of let slip that Facebook Exchange — the real-time bidding ad exchange in which advertisers are allowed to match their cookies to a Facebook cookie in order to retarget shoppers inside Facebook — now serves a staggering 7 billion ad impressions daily. According to AdExchanger:

AppNexus is quickly ramping up on the Facebook Exchange, where it is one of approximately 15 real-time bidding partners. It now has exposure to 7 billion daily impressions on FBX, up from zero in July — a large and important new inventory source.

We recently told you that FBX has “quadrupled” the size of the RTB market, and that Facebook believes the total ad exchange opportunity could be as big as $2 billion annually.

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Thursday, November 8th, 2012 news No Comments

‘99% Of Sales Come From People Who Don’t Interact With Ads’

Source: http://www.businessinsider.com/facebook-99-of-sales-come-from-people-who-dont-interact-with-ads-2012-10

facebook money

Facebook is trying to close the loop between ad exposure on the social network and real-life buying habits. 

For years, it has been difficult to prove that someone seeing an ad on Facebook (or anywhere else for that matter) became more likely to buy the product.

Brad Smallwood, Facebook’s director of Monetization Analytics, expanded on what the social network’s new partnership with Datalogix means for marketers at the IAB Mixx Conference during Advertising Week.

The partnership will allow Facebook clients to match user data with Datalogix sales data, and draw conclusions about whether ads on Facebook actually increased purchases. (Datalogix purchased data on 70 million American households.)

“The outcomes that happen in the grocery store, at the car dealership,” Smallwood said of the initiative that “for the first time ever that draws that elusive straight line from ad exposure to purchase.”

One overall takeaway from the data — which Smallwood said doesn’t identify consumers by name — is clear: Unless you’re dealing with a specific type of campaign (i.e. direct online sales) the answer isn’t direct response or clicks.

According to Smallwood, “99 percent of sales come from people who don’t interact with ads. They consume the message and then when they go to the store they purchase.”

Other important takeaways include:

  • Of Facebook’s study that measured 50 campaigns, 70 percent saw a 3x greater return on ad spend, and 49 percent saw a 5x or greater return on ad spend.
  • “Reach is a crucial driver,” Smallwood! said. A nd digital campaigns that managed to find the proper reach were 70 percent more effective at driving purchases than ROI.
  • Smallwood said that marketers see a 40 percent increase in ROI by finding the “optimal frequency point.” He compared finding the frequency “sweet spot” in social to other platforms: “In TV you don’t want to send 50 impressions to one person, but you also don’t want to send one.”

Although some privacy groups are asking the FTC to investigate whether this partnership violates consumers’ privacy, Smallwood portrayed the new initiative as a “move away from the models that don’t maximize.”

“We at Facebook are dedicated to help you understand stuff like that.”

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Monday, October 1st, 2012 news No Comments

Twitter Thinks BeachMint Would Make An Interesting Acquisition

Source: http://www.businessinsider.com/twitter-thinks-beachmint-would-make-an-interesting-acquisition-2012-2


BeachmintJosh Berman Diego BerdakinTwitter’s corporate development director Mike Brown told a panel at Vator Splash that BeachMint, a service that lets customers buy products picked by celebrities, would be an interesting one for Twitter to buy next. 

Brown said that while celebrities make Twitter what it is, the celebrities are not paid to produce content.

“We are lucky they share content and say crazy things,” Brown said, because they make Twitter interesting to read.

Right now, celebrities tweet for free because of the exposure they get in real-time. They also get paid by brands to endorse products in various venues — including on Twitter.

Brown’s comments suggest that the company is at least thinking about getting more directly involved in those kinds of transactions.

Brown made his comments after ScaleVP’s Sharon Wienbar talked at length about Beachmint, an investment her firm made early on. For the celebrity connection to work, it has to feel authentic for social commerce.

See also: Facebook Reorg May Pave The Way For More Acquisitions

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Friday, February 3rd, 2012 news No Comments

This Bakery Had To Make 102,000 Cupcakes Because Of A Groupon Deal And Lost A Ton Of Money

Source: http://www.businessinsider.com/london-baker-makes-102000-cupcakes-groupon-deal-2011-11


need a cake bakery

A London bakery recently experienced the worst-case scenario of offering a Groupon for a small business, and it cost the owner thousands (via NBC Chicago).

Need a Cake bakery owner Rachel Brown decided to put up a 75% discount on a dozen cupcakes on the site, which dropped the price down to $10 from $40.

Apparently, people really love getting cupcakes cheap, because she was rushed by throngs of customers in a cupcake frenzy. 8,500 people signed up, and her crew of eight had to make 102,000 cupcakes to meet the orders.

Brown lost $3 per batch because she had to hire 25 extra workers to help, and she ended up losing $20,000 because of it, which a ton for a small biz. It wiped out her profits for the year, reports the Daily Mail.

“Without doubt, it was my worst ever business decision,” she told the BBC. “We had thousands of orders pouring in that really we hadn’t expected to have. A much larger company would have difficulty coping.”

This is just the latest in Groupon small business horror stories. A story popped up in September about a Portland cafe losing $8,000 because of a Groupon, which prompted a personal letter from founder and CEO Andrew Mason.

It brings up the always-present question about the daily deals site: does Groupon suck for small businesses?

Well, it looks like most small businesses think so. An overwhelming majority of 70% hate Groupon, if the latest survey from iContact is to be believed.

As for Brown and her bakery, the experience may have cost her 20 grand, but what about all the exposure she’s getting for her store? Great, right? It doesn’t hurt, but it probably wasn’t worth the cost.

Small businesses like this bakery thrive on relationships with their local customers, not crowds of outsiders coming in to snatch up a free lunch.

Getting new customers is great, but in this case, the bakery rewarded the wrong customers. Those 8,500 people that rushed for the Groupon probably won’t be coming back to pay for the same cupcakes at quadruple the price.

Only those the store has nurtured relationships with for a long time (in Brown’s case, 25 years), should be the ones rewarded. They’re the ones that keep coming back for more.

NOW SEE: The 10 Largest Family Businesses In The US >

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Tuesday, November 22nd, 2011 news No Comments

Evolution of Media

paid media – TV, print, radio – you pay to get your message in front of people

owned media – online content sites, destinations, social networks – you have an audience and you can target messages to them based on known activities, behaviors, and other info such as demographics

earned media – online chatter about your brand that could be positive or negative; free PR or exposure from blogs, tweets, etc. (see also “social amplification” )

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Wednesday, April 14th, 2010 digital No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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