reach
Nielsen teams up with Twitter to create social TV ratings
Source: http://www.engadget.com/2012/12/17/nielsen-twitter-tv-rating/
Nielsen’s long been the gold standard for TV ratings, and as our watching habits change, the firm’s reforming its ways to keep track of what we’re watching. Earlier this year it combined its online and broadcast metrics to give advertisers a more comprehensive look at a show’s reach, and now its going to track how much buzz shows are getting on Twitter. Called the Nielsen Twitter TV Rating, it aims to provide a look at real-time social activity during programming, so networks can provide tailored interactive experiences and better engage with their viewers. What kind of interactive experiences, you ask? We aren’t sure just yet, but you can get the full PR spiel touting the nebulous benefits of the forthcoming Twitter tracking after the break.
Continue reading Nielsen teams up with Twitter to create social TV ratings
Filed under: Home Entertainment, HD
Via: TechCrunch
Facebook Is Launching a Numberless "Social Calling" Service
Source: http://gizmodo.com/5962449/facebook-is-launching-a-numberless-social-calling-service
TechCrunch is reporting that Facebook is teaming up with carriers to provide a “social calling” service. Initially striking up a deal with French carrier Orange, it seems the service will allow friends to make voice calls without knowing each other’s numbers.
The service will apparently allow users to make calls from mobile and desktop flavors of Facebook, using ties on Facebook, rather than possession of a phone number, to allow calling. It’ll also apparently support group calls, too.
The service will be powered by Orange’s new IP-based call app Libon—already available on iOS—which is effectively a mobile Skype competitor. The Facebook social calling service is planned to go live in France during the summer of 2013. Orange’s reach spreads far and wide across Europe, though, so it seems likely that the service’s tentacles will spread.
It remains unclear how quickly that will happen, of course, and whether or not Facebook plans to roll it out internationally any time soon. It’s also not clear how consumers will embrace the news: while there’s certainly a shift towards voice calls being made online, the idea of any Facebook contact calling at will is maddening even in theory. [Tech Crunch]
Facebook Is Launching a Numberless "Social Calling" Service
Source: http://gizmodo.com/5962449/facebook-is-launching-a-numberless-social-calling-service
TechCrunch is reporting that Facebook is teaming up with carriers to provide a “social calling” service. Initially striking up a deal with French carrier Orange, it seems the service will allow friends to make voice calls without knowing each other’s numbers.
The service will apparently allow users to make calls from mobile and desktop flavors of Facebook, using ties on Facebook, rather than possession of a phone number, to allow calling. It’ll also apparently support group calls, too.
The service will be powered by Orange’s new IP-based call app Libon—already available on iOS—which is effectively a mobile Skype competitor. The Facebook social calling service is planned to go live in France during the summer of 2013. Orange’s reach spreads far and wide across Europe, though, so it seems likely that the service’s tentacles will spread.
It remains unclear how quickly that will happen, of course, and whether or not Facebook plans to roll it out internationally any time soon. It’s also not clear how consumers will embrace the news: while there’s certainly a shift towards voice calls being made online, the idea of any Facebook contact calling at will is maddening even in theory. [Tech Crunch]
Analytics Show Facebook Curbs The Reach Of Big Brands’ Posts
Source: http://www.businessinsider.com/facebook-curbs-the-reach-of-big-brands-2012-11
Billionaire entrepreneur Mark Cuban and “Star Trek” actor George Takei both complained recently that Facebook reduced the “reach” of their posts, limiting the number of fans likely to see any given post.
More seriously, two executives at major social media agencies owned by WPP group claimed the same thing — only with data.
In response, Facebook formally denied that it is “gaming” its Edgerank post algorithm to reduce the reach of posts (and thus force advertisers to pay to promote posts to reach all their fans).
Now comes PageLever, a Facebook analytics company, which gave Mashable some data that shows that the bigger fanbase your Facebook page has, the lower reach any individual post has. Brands with small fanbases of fewer than 10,000 people can get nearly 20 percent of them to see any individual post. But brands like Coca-Cola and Walmart, who have more than 1 million fans, can only get about 6 percent of them to see any given post — unless they pay:
The data suggest Facebook’s algorithm discriminates against bigger brands. It encourages smaller brands by offering them triple the reach of their larger competitors. But the more successful a brand becomes on Facebook, the more its organic average reach dwindles.
By the time any company has more than 100,000 fans, of course, they’re pretty dependent on Facebook as a marketing medium — and thus may be more likely to pay to promote posts.
Related: Facebook Denies It Is ‘Gaming’ Its News Feed To Force Companies To Buy Ads
See Also: Facebook Accused Of Changing A Key Algorithm To Hurt Advertisers
Please follow Advertising on Twitter and Facebook.
Join the conversation about this story »
Analytics Show Facebook Curbs The Reach Of Big Brands’ Posts
Source: http://www.businessinsider.com/facebook-curbs-the-reach-of-big-brands-2012-11
Billionaire entrepreneur Mark Cuban and “Star Trek” actor George Takei both complained recently that Facebook reduced the “reach” of their posts, limiting the number of fans likely to see any given post.
More seriously, two executives at major social media agencies owned by WPP group claimed the same thing — only with data.
In response, Facebook formally denied that it is “gaming” its Edgerank post algorithm to reduce the reach of posts (and thus force advertisers to pay to promote posts to reach all their fans).
Now comes PageLever, a Facebook analytics company, which gave Mashable some data that shows that the bigger fanbase your Facebook page has, the lower reach any individual post has. Brands with small fanbases of fewer than 10,000 people can get nearly 20 percent of them to see any individual post. But brands like Coca-Cola and Walmart, who have more than 1 million fans, can only get about 6 percent of them to see any given post — unless they pay:
The data suggest Facebook’s algorithm discriminates against bigger brands. It encourages smaller brands by offering them triple the reach of their larger competitors. But the more successful a brand becomes on Facebook, the more its organic average reach dwindles.
By the time any company has more than 100,000 fans, of course, they’re pretty dependent on Facebook as a marketing medium — and thus may be more likely to pay to promote posts.
Related: Facebook Denies It Is ‘Gaming’ Its News Feed To Force Companies To Buy Ads
See Also: Facebook Accused Of Changing A Key Algorithm To Hurt Advertisers
Please follow Advertising on Twitter and Facebook.
Join the conversation about this story »
Facebook Posts Get Half Their Reach Within 30 Minutes of Being Published
A Facebook brand post will get half of its reach in the 30 minutes after it is published, according to updated data provided to MarketingCharts by Socialbakers. Socialbakers analyzed a select group of brand posts published on October 31st, finding that an average of one-third of post reach was obtained in just the first 10 […]
‘99% Of Sales Come From People Who Don’t Interact With Ads’
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.”
Please follow Advertising on Twitter and Facebook.
Join the conversation about this story »
Source: http://gizmodo.com/5939360/twitter-is-using-your-browsing-history-to-target-ads
Twitter just announced that its letting advertisers create better, more targeted advertisements so you’ll actually see stuff you care about in your Twitter feed. It’s the way the Internet works in 2012—ads already know your tastes.
Twitter uses a variety of signals to determine what a Twitter user likes such as who you’re following and which content you click on. Here’s what they’ll now be doing for advertisements:
There are two flavors of interest targeting. For broader reach, you can target more than 350 interest categories, ranging from Education to Home and Garden to Investing to Soccer, as shown in the screenshot below. As an example, if you were promoting a new animated film about dogs, you could select Animation (under Movies and Television), Cartoons (under Hobbies and Interests), and Dogs (under Pets).
If you want to target more precise sets of users, you can create custom segments by specifying certain @usernames that are relevant to the product, event or initiative you are looking to promote. Custom segments let you reach users with similar interests to that @username’s followers; they do not let you specifically target the followers of that @username. If you’re promoting your indie band’s next tour, you can create a custom audience by adding @usernames of related bands, thus targeting users with the same taste in music.
It’s obviously not the worst thing in the world to have ads you might care about in your Twitter feed but it’s sort of eerie (like in Gmail) to see that ads know so much about you and your habits. YEAH I LIKE CAT VIDEOS, DOESN’T MEAN I WANT TO BUY PURINA ONE CAT FOOD. [Twitter]
Update: Article has been corrected to clarify that Twitter does not use your browsing history in advertisers’ targeted ads.
Source: http://gizmodo.com/5939360/twitter-is-using-your-browsing-history-to-target-ads
Twitter just announced that its letting advertisers create better, more targeted advertisements so you’ll actually see stuff you care about in your Twitter feed. It’s the way the Internet works in 2012—ads already know your tastes.
Twitter uses a variety of signals to determine what a Twitter user likes such as who you’re following and which content you click on. Here’s what they’ll now be doing for advertisements:
There are two flavors of interest targeting. For broader reach, you can target more than 350 interest categories, ranging from Education to Home and Garden to Investing to Soccer, as shown in the screenshot below. As an example, if you were promoting a new animated film about dogs, you could select Animation (under Movies and Television), Cartoons (under Hobbies and Interests), and Dogs (under Pets).
If you want to target more precise sets of users, you can create custom segments by specifying certain @usernames that are relevant to the product, event or initiative you are looking to promote. Custom segments let you reach users with similar interests to that @username’s followers; they do not let you specifically target the followers of that @username. If you’re promoting your indie band’s next tour, you can create a custom audience by adding @usernames of related bands, thus targeting users with the same taste in music.
It’s obviously not the worst thing in the world to have ads you might care about in your Twitter feed but it’s sort of eerie (like in Gmail) to see that ads know so much about you and your habits. YEAH I LIKE CAT VIDEOS, DOESN’T MEAN I WANT TO BUY PURINA ONE CAT FOOD. [Twitter]
Update: Article has been corrected to clarify that Twitter does not use your browsing history in advertisers’ targeted ads.
Digital Consigliere
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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