Current State of Mobile Consumption

It’s 2PM on a Monday afternoon. How many times have you checked your phone today? Mobile consumption has reached an all-time high. In fact, people keep their smartphones with them all but 2 hours of the day¹! Talk about separation anxiety. But you may be wondering, how exactly are people consuming this information on their phones?

86% of time spent on mobile is spent within a mobile app². Mobile applications have taken center stage as the go-to source of how people of all ages consume information and communicate with the world around them. So what does this mean for advertisers? It’s a chance for marketers to reach their audience outside of the Facebook Feed while still leveraging the benefits of Facebook Targeting.

So what is the Audience Network?

 

Facebook created a way for brands to extend their campaigns beyond the Facebook News Feed and into the mobile app experience. With the Audience network, brands will have access to a network of over 400 applications where they can take advantage of the mass reach and powerful targeting on Facebook.

 

Q&A

Here are the 5 questions you should ask when considering if the Audience Network is the right solution for you:

 1)     What strategies are supported by the Audience Network?

The Audience Network is designed to drive key business objectives, including mobile app installs and app engagement. Facebook has plans to open this up to more marketing objectives in the future.

 

 2)     What kind of creative and specs do I need to use?

Conveniently, brands won’t need to upload new creative for ads in the Audience Network.  The same assets used in the News Feed can also be used for the network.

 

 3)     What kind of targeting is available for the Audience Network?

All targeting available on Facebook is also available on the Audience Network. Talk about icing on the cake!

 

  4)     What kind of data can I collect with the Audience Network?

Advertisers can measure app engagements, conversions, demographic information and more if the app they are promoting is integrated with Facebook’s SDK, a toolkit for software developers that incorporates Facebook into their app. The results can also be broken out separately to show performance on News Feed vs. Audience Network.

 

 5)     What kind of apps are in the network?

Facebook is currently using a blind network of 400 apps, although we do know that Facebook has partnerships with some of the top apps in ecommerce, gaming, utility, and publishing.

 

We are eager to see the success brands will have with this new mobile network currently available for all advertisers. If your brand wants to extend their Facebook campaign into new mobile inventory with the power of Facebook targeting, then the Audience Network is definitely the right solution for you!

 

¹ IDC Always Connected Report, May 2013

² Flurry Blog April 2014

How much video have you watched today?

How much digital video have you consumed today? According to eMarketer, you are well on your way to watching 55 minutes of digital video today, with more than half of that coming on a mobile device. You are also one of millions of video viewers, a number projected to be 204 million viewers by 2017.

(eMarketer, Digital Video Roundup, 2013)

It is impossible for Marketers to avoid this trend, as reflected in their marketing budget trends. US digital video ad spend is estimated to increase by a whopping 41.9% in 2014 which equates to $5.96 billion. But it does not stop there. By 2017, this spend is estimated to reach a staggering $9.1B.

 (eMarketer, June 2014)

 

Measurable Facebook Video is Now Here

Facebook is certainly no exception to this trend, with video views doubling over the past 6 months alone. The recent enhancements to their video metrics, now provide advertisers with a deeper level of understanding of how people are engaging with their content, particularly when it comes to paid vs. organic.

So what are these metrics, and how do you read them? The breakdown below gives you a quick 101 of what you need to know:

• Video Views are only counted when a video is viewed for 3 seconds or longer.
• Unique Video Views are the number of people that have viewed your video for 3 seconds or longer.
• Average Duration Of Video View is the average amount of time spent viewing your video.
• Audience Retention Graph shows the percentage of views at each second of your video.
• Video Views To 25%; 50%, 75%, 95% and 100% shows the number of views that reached a certain percentage point of your video
• Cost Per Video View is the average cost of a video view for paid amplification.

 

Unified’s World Cup Success with Facebook Video

UNIFIED recently partnered with one of the world’s largest Quick Serve Restaurant chains to track the success of their FIFA World Cup Video content across 53 different countries. Through our Business Intelligence team we were able to track every piece of video content posted on each local page and report on it using Facebook’s enhanced video metrics, also rolling the results up to regional and global levels. The reports enabled the client to better understand how the content resonated within each region and which were the most cost efficient countries and regions to reach for this global initiative.

 

2014 - Poised For Strong Marketing Adoption

As video consumption continues its significant growth trajectory, advertisers can now invest their digital video advertising budgets in a much smarter way. Facebook’s enhanced video analytics allow for the analysis of the channel effectiveness as well as the content and messaging. Combined with Facebook’s precision targeting, Facebook Video is the social video solution many marketers have been waiting for.

This spring, twelve Facebook Preferred Marketing Developers from around the world descended on London and Menlo Park, Calif. for two day-long challenges to demonstrate their social media software and marketing expertise. The challenges included integration of the Nielsen Online Campaign Ratings™ reporting application programming interface (API), among other components, to create better processes and a more seamless experience for brand advertisers.

We’re proud to say that Unified was selected as a Finalist in this competitive challenge to better integrate Nielsen Online Campaign Ratings into Facebook’s Preferred Marketing Developer (PMD) ecosystem. More than 600 brand and agency customers can now access Nielsen Online Campaign Ratings reports that provide actionable new insights into their Facebook campaign performance.

Nielsen Online Campaign Ratings combines Nielsen panel data with aggregated, anonymous, privacy-protected demographic information from participating data providers. Campaign reporting is available daily, providing vital delivery information in-flight to both advertisers and publishers. The recently announced availability of comprehensive smartphone and tablet measurement in Nielsen Online Campaign Ratings provides clients with a complete view of their digital audience for the first time. Nielsen not only provides highly precise demographics on a campaign running across platforms, but will also provide a precise count of how many consumers saw an ad only on a PC, only on mobile and on both—for total and device-specific reach.

Using the Nielsen Online Campaign Ratings API, Unified will provide the ability to retrieve, analyze and report Nielsen Online Campaign Ratings data for campaigns that are using the Nielsen system.

Customers can now track and report metrics that include:

• Reach
• Impressions
• Gross Rating Points (GRP)
• On Target % across a number of categories, including date, demographics, DMA, placement and site

We look forward to introducing powerful new functionality based on the Nielsen Online Campaign Ratings API in the future.