impressions
Social Ads Continue to Be Exceptionally Good at Delivering High-Quality Users
In Q1, social vastly outperformed portals, networks, and exchanges in user quality index – a measure that refers to a channel’s ability to reach a user that can be marketed to consistently – according to the latest “Global Media Intelligence Report” [download page] from Aggregate Knowledge. The study, which analyzed more than 27 billion impressions [...]
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Waste Reduction in Ad Impressions is Crucial
There is enormous waste in display ads that can be reduced, even by brand advertisers.
Google Served 2B Video Ads in Feb 2013 Facebook Serves 120B Display Ads Per Month
Facebook Ad CTR – Display, Sponsored Stories, Mobile
Recent research from TBG Digital has shownFacebook’s mobile ads to be high-performing in terms of click-through rates (CTRs), and a study released in July from AdParlor appears to support this finding. Examining 200 million ad impressions from large client brands across more than 10 verticals that leveraged mobile, the study reveals that CTRs on mobile ad campaigns were 15 times higher than on non-mobile campaigns (1.32% vs. 0.086%).
Social impressions still tiny compared with paid display ad impressions
Advertisers Shouldn’t Bet Too Heavily On Facebook’s Ad Exchange
Retargeting company AdRoll has released data intended to suggest that advertisers shouldn’t rush too quickly to embrace Facebook Exchange. At least not at the expense of other forms of retargeting.
What did AdRoll find? Well, some of the costs for advertisers were much lower on Facebook Exchange campaigns — CPMs (cost per thousand impressions) were 82 percent lower, while CPCs (cost per clicks) were 70 percent lower. However, click through rates were 40.18 percent lower on Facebook than on the Web, and Facebook Exchange ads also had an 86 percent higher cost per unique.
Facebook Is Building A Mobile E-Commerce Platform
Source: http://www.businessinsider.com/facebooks-mobile-e-commerce-solution-2013-1
Facebook did not get much attention last October when it officially launched “mobile app install ads,” in part because the company unveiled about a dozen new ad products in 2012 and, from the users’ point of view, many of them kinda looked the same.
Also, mobile app install ads appeared to be mainly for mobile game and app developers — and apps and games for Facebook are old news.
But several of Facebook’s big advertising clients who have used the ads in Q4 indicated that the ads can be used to develop e-commerce on Facebook, turning the social network into a mobile shopping and sales device.
The ad units simply allow users to download the clients’ app from Google Play or the App Store.
Lucy Jacobs, COO of Spruce Media, tells us “the performance is right in the strike zone to be ROI positive.” E-commerce app downloads are much more valuable to advertisers than mere impressions because someone with an app is likely to use it repeatedly over time. Each app install therefore delivers a “lifetime” of revenue — meaning an average period of monetized use until the user abandons it — rather than a one-off sale.
Fab.com CEO Jason Goldberg, whose company tested the ad unit with Fab’s shopping app, says it was “Five times more effective than any other mobile download channel that we’ve used.” Fab is one of Facebook’s biggest advertisers.
Nanigan’s, a company that buys ads for Facebook clients, also tested the app for an e-commerce company. Mobile app install ads moved that client into the top 5 downloaded apps on Facebook within 10 days of the campaign starting, the company said. The campaign cost $325,000 and delivered 32.5 million ad impressions.
And Hotel Tonight, an app that drives last-minute hotel bookings, saw a 10 times higher click-to-install rate from the ads over regular Facebook ads. (That campaign was coupled with a Facebook Offer, another of Facebook’s e-commerce plays.) “I feel like a kid in a candy store with all these choices. It performs better from a click-to-install perspective than anything except incentivized ads. From an efficiency standpoint, it’s on par with everybody else out there today,” Hotel Tonight’s director of mobile marketing Adam Grenier has said (quoted in a Facebook case study).
The fact that Hotel Tonight used the ad unit along with a Facebook Offer is instructive — Facebook has launched a number of e-commerce plays (including Offers, Gifts and Deals) and not seen much traction with users.
Perhaps mobile app install ads are where Facebook’s e-commerce sweet spot might be found — not actually doing transactions but driving traffic to those who do.
Disclosure: The author owns Facebook stock.
SEE ALSO:
Games Are The Leading Mobile App Category For Advertising
Source: https://intelligence.businessinsider.com/welcome
Games are the top destination for mobile advertisers, according to data compiled from Millennial Media’s Mobile Mix reports.
In fact, games have held the top rank in mobile ad impressions since Millennial started tracking the quarterly data in Q2 2011.
The number two spot has been consistently occupied by the Music and entertainment category. Meanwhile, two mobile app categories, Social and Communications, have jockeyed for the third position.
Games’ supremacy in mobile advertising follows on their success in app stores. According to data analyzed by BI Intelligence, games account for 33 percent of the top 200 free iPhone apps by downloads, 55 percent of the top 200 paid iPhone apps, and a whopping 70 percent of the top 200 grossing iPhone apps.
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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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