Infographic: 10 Eye-Popping Marketing Stats From Advertising Week

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Advertising Week XII, the Lollapalooza of marketing and media, brought with it a trove of data illustrating the growing mobile reach of social platforms Facebook, Google, Instagram and Snapchat.

There was also no shortage of numbers revealed during the New York event affirming the impact of television—and yet, even the networks are embracing mobile more than ever.

The ad business, noted Carolyn Everson, Facebook's vp of global marketing solutions, isn't just getting into the game. "The shift to mobile," she said, "has already happened."



This story first appeared in the Oct. 5 issue of Adweek magazine. Click here to subscribe.

October 4th 2015 Facebook, Google, Technology

Facebook Expands Mobile Video Feature That Helps Content Creators Make Money

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In July, Facebook made a big move into YouTube's turf with plans to launch Suggested Video—a feed of curated video clips from brands like Funny or Die, the NBA and Tastemade. After a small test over the past three months, it's now showing up in more mobile news feeds.

Clicking on a video from a news feed leads to a page that pulls all of the publisher's videos together in a stream, as well as other related clips.

To help publishers make money off those clips, an ad appears between every few videos, similar to a commercial. Similar to YouTube's business model, creators receive 55 percent of money sold from the ads while Facebook gets 45 percent. All video ads are sold by Facebook.

The program is geared specifically for iPhone viewers, since a majority of Facebook's traffic comes from mobile, to help publishers squeeze some extra money from clips watched from a smartphone.

The stream pulls in video ads that brands have already bought, meaning that marketers are not paying extra money to get their clips to appear in the new section. 

During a small test on Thursday and Friday, ads for Under Armour, Procter & Gamble, Taco Bell, Jet Blue, Target and KFC were playing alongside publishers' clips.

Back in July, Patrick Starzan, vp of marketing and distribution for Funny or Die, talked to Adweek about the program and how the ad portion will help it monetize the three to six videos the comic site posts to Facebook each day. 

"We want to showcase our content and get as many eyeballs as possible," Starzan told Adweek. "The rub for us though has always been we can't monetize on the platforms. It's not a good business case for us to just upload all of our content to Facebook and have everyone stay there. To be a part of this is beneficial to us because now we can test out monetization at the platform level and see if it makes sense for us."

Indeed, publishers are itching for more money off of Facebook video clips. In Facebook's latest quarterly results, 76 percent of its $3.83 million of ad revenue came from mobile.

Just this week, Sheryl Sandberg pitched a room of agencies and brand marketers at Advertising Week on Facebook's size as equivalent to a Super Bowl.

"What people are starting to understand is that what we offer is really broad reach—we have a Super Bowl on mobile in the U.S. every day," Sandberg said. "Our data says that if you do TV plus Facebook, you enhance your reach by 17, 18 percent and more than double that for millennials, which is a hard group to reach right now on TV."

October 3rd 2015 Facebook, Mobile, Technology

Why Facebook Is Taking More of Its Advertising Work In-House

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During an Advertising Week panel Thursday with a quintet of CMOs from tech and media brands, Facebook's marketing chief Gary Briggs made a comment that likely ruffled the feathers of more than a few agency execs in the room—he's giving his in-house creative shop more work.

"We've brought a lot of talent in-house—for speed," Briggs said.

He was quick to point out that Facebook still works with Wieden + Kennedy, the agency behind its recent campaigns, but the tech company's rapid-fire launches of new features and apps means that its internal creative shop is getting much more of its work these days.

"Predominately, the work we're doing now is through this internal group called The Factory," Briggs said. "We're constantly introducing new apps and new features, and a large amount of time that I spend is in product marketing. So, you want your agency to be tight with the product managers, and you really only get that when they're in the hallway."

Briggs' in-house creative push is largely based on the changing role of CMO, which increasingly requires more technology know-how than creative oversight.

"Great creative comes from a really tight, specific brief," Briggs said. "But all that I think is going towards a longer-term trend where there's going to be a lot more science in marketing."

He added, "I think it's going to go much, much further than people think right now; I think we're underestimating how much that's going to matter."

Granted, Briggs' perspective is from a company that's capitalized on technology, specifically mobile, to build a $4.04 billion ad business in three years, but the need for more in-house expertise was echoed by the other CMOs on the panel.

"We have to be so real time that a larger agency just couldn't do it for us, so we decided to actually take all that money that we were using with an outside agency and build it internally," said Deirdre Bigley, Bloomberg's CMO.

Her 65-member creative team is led by JWT alum Damian Totman and just launched its first work for another company two weeks ago with a Times Square billboard for Morgan Stanley.

"That was the first time that we went outside and pitched an account," Bigley said. "I don't know where that's going to take us, but it was just an interesting next step for our internal agency."

Popsugar's evp of marketing, Anna Fieler, added that publishers' data and editorial chops are a big part of the appeal of in-house studios.

For example, her company's creative team, The Bakery, worked with a fitness apparel brand to create a video with copy that read, "How to get rid of cottage cheese thighs." Fieler said the headline may have seemed a bit off-putting for a big brand, but the piece was based on social data showing it was a topic the brand's followers were talking about.

"Through a partner, you're able to borrow an authentic voice to amplify your story in a way that you couldn't otherwise," Fieler said.

Even as publishers and tech companies encroach on agency turf, AOL's CMO Allie Kline made the case that agencies should still be involved in the creative process.

"In a way, those things are most effective when we partner with the agency than with the brand directly on the B2B side," Kline said. "You're adding more creative fire."

October 2nd 2015 Facebook, Technology

Here’s How a Toyota Marketer Is Already Using Facebook’s New Twist on Multimedia Ads

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Facebook announced a group of noteworthy ad products earlier this week, including TRP buying, brand-awareness optimization, mobile polling and video carousel promos. 

One of the first players to utilize the video-carousel tool is Southeast Toyota—a regional marketer based in Deerfield Beach, Fla., representing 176 independent dealers in Florida, Georgia, Alabama, North Carolina and South Carolina—demonstrating how Facebook now lets brands mix video and static images in the ad unit. (The image above shows how Southeast Toyota is using the Facebook ad unit, which lets viewers swipe from one image/video to another.)

Image-based carousel ads have been available via Facebook since last year and Instagram in recent months, but this is the first time videos can be included. The ability to combine videos and static images is currently only available on Facebook, which has been mum about whether the feature will also come to Instagram—but that's probably only a matter of time.

October 2nd 2015 Facebook, Technology

Goodbye, Facebook Profile Pics – Hello, Profile Videos

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Facebook has just announced the coolest thing to happen to your profile since the Cover Photo. Soon, you’ll have the ability to set a seven-second looping video as your profile pic. (Don’t worry, you can still just have a static pic if you want)

Facebook is calling them “Profile Videos”.

“The world has changed since we first introduced profiles in 2004. On News Feed and profiles, we’re seeing people create and view more videos than ever before. Today we’re starting to test the next step in an obvious evolution of profiles: profile videos. Soon, you’ll be able to film a short, looping video clip that will play for anyone who visits your profile. Profile videos will let show a part of yourself you couldn’t before, and add a new dimension to your profile,” says the company.


The Profile videos will only show up on your profile, as a frame of them will be what users seen on the news feed.

If you’re anxious to try it out, hopefully you live in the UK or California. That’s where Facebook is testing the new feature. It says it’ll roll it out to “more people soon.” but given Facebook’s tendency to slow-roll everything, it could be a little while.

The new Profile videos are actually part of a pretty large update to profiles in general, with a focus on mobile.

From Facebook:

Along with these new profile features, we’ve made some design changes to mobile profile that improve the profile layout and better present information about you and your friends in a more visually engaging way. We’re moving your profile picture and video to literally put you front-and-center on your profile. Profile pictures are now centered, and we’ve made them bigger to give you more real estate to show off what you can do with our new creative tools.

We’ve also made some small changes that will help you learn more about the people you’ve just met and ensure you see the most interesting visual highlights from the friends you already know. People love seeing photos and mutual friends when viewing the profiles of friends or someone they’ve just met, so those are easier to see now on profile. Photos and friends are right at the top, making getting to know someone and seeing the world through your friends’ eyes as easy as scrolling.

You will soon have better privacy controls atop your mobile Timeline. Also, Facebook is reorganizing the information just under your profile pic (or video?). “You can also fill out the new, one-line ‘Bio’ field: select certain public About fields like work and education details to appear there; and even visually highlight what’s important to you by choosing up to five Featured Photos to be showcased at the top of your profile. While this space is visible to anyone who visits your profile, you have full control of what information appears here,” says Facebook.

It’s a significant update to Profiles, and people should have a lot of fun with the new Profile videos. It will probably cause and even bigger headache for Facebook’s content moderators, however. Seven seconds is plenty of time to be pretty risqué.

The post Goodbye, Facebook Profile Pics – Hello, Profile Videos appeared first on WebProNews.

October 1st 2015 Facebook, Mobile, Social Media

Facebook Privacy Hoax Is Idiotic, But Privacy Isn’t – Here’s How to Manage Yours

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Over the past week, you may have seen a friend or family member post something like this:

Now it’s official! It has been published in the media. Facebook has just released the entry price: $5.99 to keep the subscription of your status to be set to ‘private.’ If you paste this message on your page, it will be offered free (paste not share) if not tomorrow, all your posts can become public. Even the messages that have been deleted or the photos not allowed. After all, it does not cost anything for a simple copy and paste.

This is crap, to put it bluntly. Facebook will never charge you to use the service. That would be counterproductive. It already makes plenty of money off you. You are the product.

Also, Facebook will never just turn private posts public. You always have full control over who sees your activity.


Don’t believe Facebook? Ok, fine. Believe me. I’m pretty trustworthy, I promise. Facebook is not trying to ruin people’s privacy – people do a fine enough job of that on their own.

But just because this is a hoax, it doesn’t mean privacy isn’t a serious issue when it comes to social media. And it’s shocking how many people are unaware of just how much granular control Facebook gives people when comes to controlling who sees what on the site.

Is Facebook evil? Probably not. The company is making money off you, yes. And it’s tracking everything you do, yes. But despite what some might think, Facebook doesn’t lie to you about privacy controls. They are there, and they’re rather easy to use.

The Activity Log

Did you know that there is a page that contains every single action you ever take on Facebook? It’s called your Activity Log, and it’s easily accesible from the little lock icon on your Facebook homepage.

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Inside your Activity Log, you can see everything you’ve ever done on Facebook. Everything you’ve ever posted, commented on, liked, RSVP’ed, or been mentioned in. And here, you have complete control over every single action.

You can change the audience, from public to just friends, for instance. Or from friends to custom.

Facebook’s Custom privacy setting, by the way, allows you to single out specific people to shield from your activity.

Want to post something but you think your mom will hate it? Simply choose to not share it with your mom only. It’s that easy.

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There’s really not excuse to bitch about Facebook’s privacy settings when you can control everything from this one hub.

The “View As” Timeline

Also available from the lock icon drop down menu – the “View As” option. This allows you to view your own Timeline as another person sees it.

You can enter in a specific friend’s name and check out what your Timeline looks like to them.

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Per-post privacy

And don’t forget, you can always choose your privacy levels for every individual post you make.

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If you want true privacy, don’t use social media. But if you’re smart about things, you can easily control your online persona in a matter of clicks.

And you can rest assured that the posts you make more private will stay that way.

Image via mkhmarketing, Flickr Creative Commons

The post Facebook Privacy Hoax Is Idiotic, But Privacy Isn’t – Here’s How to Manage Yours appeared first on WebProNews.

October 1st 2015 Facebook, Social Media

Why Sheryl Sandberg Says Big Brands Should Spend Their TV Ad Budgets on Facebook

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Facebook's chief operating officer Sheryl Sandberg made it clear to media buyers during an Advertising Week session in New York today that video is big business for the platform, and it's not afraid to go after big brands' TV budgets.

During a discussion with Bloomberg's chief content officer, Josh Tyrangiel, Sandberg heavily played up how Facebook is at least a complement to (if not a replacement for) television advertising. But, as brands invest more in video on the social platform, Sandberg acknowledged that marketers are concerned about what they're paying for and how it's measured.

"What people are starting to understand is that what we offer is really broad reach—we have a Super Bowl on mobile in the U.S. every day," Sandberg said. "Our data says that if you do TV plus Facebook, you enhance your reach by 17, 18 percent and more than double that for millennials, which is a hard group to reach right now on TV."

When Kellogg's Eggo, for instance, brought back its iconic "L'eggo my Eggo" campaign last year, it ran a video ad targeting Facebook users shopping for frozen foods. While Facebook was only part of a bigger media plan, Sandberg suggested that the Facebook-specific creative increased Eggo's sales by 2 percent.

"If you look at most big campaigns, what you'll see is that [brands] do Facebook, Instagram, TV—a lot of them still do outdoor and print," she said. "But all of these things really work together if you tailor your message and the right audience."

Still, selling brands on digital media is no easy feat which is why Facebook is exploring new ways of selling and measuring video ads.

Buying digital media is particularly challenging for Facebook's target of big-brand advertisers who have bought TV ads the same way for decades. To ease brands into buying more digital ads, Facebook this week launched TRPs (target-rating points), which use the old-school practice of having media buyers call Facebook reps to purchase campaigns.

To pull in even more more money from video, Facebook is experimenting with different ways to charge for ad impressions, including a 10-second view and a 100 percent viewability guarantee, even though Facebook says buying impression-based ads works well.

"We still sell a lot of our ads via impression, and we have a lot of data that says that the first impression is really, really valuable," Sandberg said.

In terms of other types of video, Sandberg said, Instagram's self-service ads are rolling out in the next two weeks, letting brands leverage Facebook's granular data to target them.

There's also Occulus Rift and virtual reality, which Sandberg said "is the future" but is also years away from gaining mainstream traction.

September 30th 2015 Facebook, Technology

Why Facebook’s New Branding-Focused Tool Changes How Its Ads Can Be Targeted

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Facebook announced a few ad developments over the weekend, but one of them—which has the potential to truly change ad targeting on the platform—may have not gotten quite the attention it deserved. 

Called brand optimization awareness, the data-based tool will let marketers know which people appeared to spend quality time viewing a newsfeed, video or display promo. But it is not using a typical "time spent" metric, where viewers are clocked for a certain number of seconds and then tallied as an "engagement" or an "interaction," said Graham Mudd, Facebook's director of ads product marketing.

"We can see if a consumer spent more time looking at that ad then they typically spend looking at ads," he explained. "When you see someone slow down and consume the ad in ways that's different from his or her previous behaviors, that's a very strong predictor that the person will remember seeing the ad."

So a brand can measure how many viewers probably recall an ad. Then, the marketer will be able to group them and employ Facebook's database to find other users who have similar interest-level profiles.

It's different than Facebook's ability to build audience segments based on the pages for sports teams, musicians or actors that folks "liked" on the social platform. Now, marketers can employ what could be called "watch data" based on people who viewed a promo and combine it with page-likes data to predict which people would enjoy the same ad. It appears to be a more precise take on data targeting for branding-minded marketers than what Facebook has offered them in recent years. 

"With everyone talking about ad viewability [across the Web], brands should find this interesting," Mudd mentioned.

Also, if the marketer chooses, the people who didn't look at the campaign can be weeded from targeting parameters—which in effect can eliminate like-minded viewers who also probably wouldn't engage with the campaign. In short, it will give brands the ability to test ads similar to how direct-response marketers have for years on Facebook. 

"[This rollout] demonstrates that Facebook is growing up," said David Deal, a marketing consultant based in Chicago. "Facebook is finally becoming a mature advertising platform that can deliver targeted audiences for both awareness building and direct response."

Mobile polling, which also debuted this weekend, can boost the brand-awareness optimization tool's ability to better target consumers, Mudd said. His team is now working with Millward Brown Digital to let advertisers conduct smartphone and tablet-focused polling for creative and targeting insights to be used in Facebook and Instagram campaigns.

"Good optimization works by exploring," he said. "This system does that automatically."

Each item was revealed on Sunday evening, along with TRP Buying and video-carousel ads. 

September 30th 2015 Facebook, Technology

Facebook Privacy Hoax Still Making the Rounds, Still Dumb As Ever

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Every time one of these Facebook privacy hoaxes starts making the rounds, I don’t want to write anything about it. It’s like beating a dead horse.

But it’s not really a dead horse. It’s a zombie horse. And when I see dozens of people on my feed posting the same bullshit statuses, I feel compelled.

Facebook is never going to charge you and posting a status will never legally prohibit Facebook from using your content.

There are actually two versions of the same privacy hoax message going around – both of which have a similar thread running through them. Basically, the gist of the copypasta statuses is that Facebook is going to turn all of your private posts public.

The first hoax claims that Facebook will begin to charge you for its services. This particular hoax has been around for years, oftentimes presenting itself as “Facebook Gold” or something similar.

Now it’s official! It has been published in the media. Facebook has just released the entry price: $5.99 to keep the subscription of your status to be set to ‘private.’ If you paste this message on your page, it will be offered free (paste not share) if not tomorrow, all your posts can become public. Even the messages that have been deleted or the photos not allowed. After all, it does not cost anything for a simple copy and paste.

The other form of the hoax is legal mumbo jumbo that is supposed to bar Facebook from using your content in any way. It’s usually preceded by the phrase “better safe than sorry.”

Better safe than sorry. As of September 28th, 2015 at 5:00pm, Eastern standard time, I do not give Facebook or any entities associated with Facebook permission to use my pictures, information, or posts, both past and future. By this statement, I give notice to Facebook it is strictly forbidden to disclose, copy, distribute, or take any other action against me based on this profile and/or its contents. The content of this profile is private and confidential information. The violation of privacy can be punished by law (UCC 1-308- 1 1 308-103 and the Rome Statute). NOTE: Facebook is now a public entity. All members must post a note like this. If you prefer, you can copy and paste this version. If you do not publish a statement at least once it will be tactically allowing the use of your photos, as well as the information contained in the profile status updates. DO NOT SHARE. You MUST copy and paste.

Facebook will never charge you to use the service. That would be counterproductive. It already makes plenty of money off you. You are the product.

Also, Facebook is allowed to use your likeness, photos, videos, statuses, likes, and check-ins in order to target ads and promote other content. It’s in the terms of service, and you agree to it when you sign up. Posting some legalese status will never change that.

Please do your part and notify anyone posting these statuses that they should not post these statuses, as they are dumb and pointless.

Image via Ksayer1, Flickr Creative Commons

The post Facebook Privacy Hoax Still Making the Rounds, Still Dumb As Ever appeared first on WebProNews.

September 30th 2015 Facebook, Social Media

Here’s Exactly How Facebook’s New TV-Inspired, Surprisingly Old-School Ad Buying Works

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Facebook has been consistently courting ad agencies and brands since vp of global marketing solutions Carolyn Everson came over from Microsoft four and a half years ago. It seems like her team has done an unusually good job of that—if $3.8 billion in ad revenue last quarter means anything. 

But video is a digital gold mine that Facebook has yet to come close to maximizing, and it's ready to pamper to the needs of the well-budgeted advertiser community rather than trying to force its own approaches on the marketing industry.

Instead of telling veteran buyers why they need to get to know Facebook's interactive features, the social network instead asked dozens of  buyers what they wanted before developing. Those learnings were baked into Facebook's first dedicated ad-buying system for video called TRP Buying, which was unveiled Sunday night. Its name references the long-held, traditional-media metric called target-rating points (TRPs) that television-focused marketers buyers will immediately understand. 

"I think we have moved away from this sort of my-way-or-the-highway mentality," Graham Mudd, Facebook's director of ads product marketing, told Adweek. "It's about humility more than anything else. Sometimes, I think big digital media companies like Facebook have gotten a bad rap for being arrogant and insisting everyone do things their way. We heard that criticism and have tried to adapt, while reducing that friction so people can interact with us in the right way."

He added, "[TRP Buying] was designed so it was as easy as possible for the existing buyers as opposed to easy for us."

Here is how TRP Buying works in eight steps—using a hypothetical consumer packaged goods (CPG) brand as the client:


  1. The CPG chooses a target demographic, such as women between the ages of 35 and 54. 
  2. The buyer then selects the number of TRPs to purchase between 1 and 100. For the uninitiated, target-rating points are percentage points of the demo picked by the marketer. So if there are 40 million 35- to 54-year-old Brazilian females on Facebook, 50 TRPs (or 50 percent), for example, gets the CPG a reach of 20 million of those consumers. 
  3. The marketer can call a Facebook salesperson or start an email chain with the rep to figure out what to buy. Indeed, digital savvy—in terms of programmatic ad buying, at least—isn't at all needed. 
  4. The advertiser then selects from three options. The least-expensive selection generally entails a lower number of consumers reached, while the more costly option creates ad impressions with a higher density of the target demo. The marketer also can choose a blend of the two. Pricing specifics have not been disclosed.
  5. If the brand decides to buy the inventory, a signed contract is eventually exchanged between Facebook and the buyer, and the campaign can start in a few days or be purchased six months in advance. The buyer is guaranteed the TRPs in the contract. 
  6. The campaign runs. 
  7. Data results such as TRPs, consumers reached and frequency achieve will become available daily via Nielsen's Digital Ad Ratings division, Facebook's data partner. 
  8. At the end of the campaign, a final report will be issued to see if Facebook met the brand's TRPs guarantee. If not, there will be make-goods—like with TV advertising. 

"Literally, our goal in setting that process up was to mirror exactly the way it works in TV," Mudd explained. "Our product team spent tons of time with TV buyers to learn the intricacies about just how this process works. What they told us was, 'Start by replicating.'"

Since the system lets ad buyers call or email their orders to Facebook, it marks a departure from the company's digital-native, automated ways of creating marketing products.

Though Mudd said ad buyers "told us, 'We will be willing to move to a more digital way of doing things as everything evolves.'"

Baby steps, in other words. 

It certainly will be intriguing to see how successful TRP Buying becomes on the social network—not to mention Facebook-owned Instagram, which will get the program during the first quarter of 2016.

September 30th 2015 Facebook, Social Media, Technology