Thanks Paul de Gregorio
Thanks Paul de Gregorio
Thanks Paul de Gregorio
Well worth a read if you missed it. Clearly Facebook need to react to all the “my click through rates arent good” stuff, but to be honest I know someone who uses Facebook (major international brand) for quick reach and scale, so this seems to align. Article is from Inside Facebook written by Brittany Darwell
Clicks aren’t the right metric for brand advertisers, Facebook Head of Measurement and Insights Brad Smallwood told the audience at the IAB MIXX Conference in New York today.
Smallwood shared results from recent campaign studies that indicated impressions, reach and frequency were more valuable than clicks. Specifically, 99 percent of sales came from users who saw an ad but did not interact with it. Campaigns that optimized for reach were 70 percent more effective at driving ROI, and campaigns that optimized for frequency had a 40 percent increase in ROI.
Smallwood began by outlining the history of advertising and measurement, noting that for the past few years Facebook hasn’t had the right tools and metrics for advertisers to understand their performance on the platform. Now with the company’s partnership with Datalogix, which connects digital media and offline purchasing data, Facebook says it has found a better model that not only proves ROI but also helps advertisers improve their campaigns.
Clicks are important to direct response campaigns, but they’re only one part of brand advertising, Smallwood said, citing a past Nielsen study, which found no correlation between sales lift and clickthrough rate. Moving forward, Facebook will help its advertisers understand the value of the impressions they’re getting on the social network, as well as determine the optimal reach and frequency for their ads.
Smallwood said there is a “sweet spot” for the number of impressions that maximize ROI, but it might differ for different advertisers depending on the product, the campaign and other factors. For example, some advertisers will find that four impressions per user will increase profit. After that, retail sales might still go up, but not enough to cover the cost of advertising and production. When impressions are more evenly allocated — so one user isn’t seeing an ad twice and another seeing an ad 20 times — advertisers have seen a 40 percent increase in ROI. Facebook is applying these findings, and others related to reach, to its ad products to optimize how it serves ads to users.
Tom Buday, head of marketing and consumer communication at Nestle S.A. who went on stage after Smallwood, addressed some of the articles and conversations that try to declare whether Facebook or other social media platforms “work” or “don’t work” for advertisers. He says success or failure isn’t dependent on the advertising channel. It comes down to brand messages. Once advertisers have a quality message and they understand their overall brand health and performance, they can apply it to platforms like Facebook. Message quality is more important than ever, he said, because of the technology that is available. Not only do consumers have more control over the messages they see, they have the means to share whether they love or hate an ad with millions of people. He said Nestle has found Facebook to be a valuable platform for its different brands, including Gerber USA, which is seeing $3.91 ROI for $1 spent.
Great stuff by Coke
When the news about the USADA ban came out about Lance Armstrong, I posted this “Can Livestrong Live on” post. At the time I wondered if the brand could live on, in the wake of the scandal, and suggested yes it can.
In light of the 1,000 page novel that USADA released this week where they said that he was a “serial” cheat who led “the most sophisticated, professionalised and successful doping programme that sport has ever seen”. It’s probably pertinent to re-visit the question and ask can the charity survive?
In short, I believe Yes they can. But…they need to do a few things:
OB Tampons wanted to apologise for the discontinuation of one of their products, promising their customers that they will get it back on the shelves in the near future. To apologize, more than 100, 000 women received an email that led them to their own personal music video, and an apology. This viral had more than 3 millions hits only in one weekend. Clearly the brand felt they had something to apologise for, and a good way to go about it.
Did you see this tweet that went out on the Kitchen Aid twitter account last week?
Yes – that’s a bit more than an “Oooops” tweet. According to reports what happened here is the person tweeting meant to send this through their personal twitter account. Which in no way makes it ok. This throws up a whole load of watch outs for brands using twitter.
That is what Kitchen Aid did. They reacted quickly, apologised quickly and took action swiftly, See below