Tag Archives: mobile ads

Facebook Varying Ad Image Sizes

123646856_89367fecabFacebook is testing a new feature of its ads where the image size will vary. The key is social context, where a user has liked a brand or a friend of the user has liked a brand. Ads that have social context will be unaffected by the new procedure. Ads that lack social context will now have images display smaller than the ads with social context.

For the digital pr firm this is good. Now ads that have a social connection will receive a benefit to those without it. There will now be more emphasis on collecting Facebook fans and the digital pr firm will be the key to those efforts. Paid advertising will remain key but now there will be added emphasis on social efforts and increasing the fan base for a brand.

Facebook Testing Scaled-Back News Ads

Photo by ~db~

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Mobile Display Ads Are Worthwhile

More and more firms are experimenting with mobile display advertising. 2012 ad spending is projected to hit $1.8 billion, which is triple the amount spent in 2011. Despite metrics about impressions, there are still many who question whether or not it is worth money. The digital marketing agency can ease client fears by pointing them to a new eMarketer survey of brands that have spent money on mobile display ads.

55% of those brands report positive findings on their ads. 26% found the spending to be inconsistent, which is not necessarily a negative. Only 4% of those respondents had a negative experience with the advertising.

The digital marketing agency also needs to work on developing better tracking. Mobile users are known to use multiple screens within a single purchase decision and a better way to track these users would help advertisers make ads more effective. Better tracking might also turn some of the inconsistent results into consistently positive results.

Mobile Display Proves Its Worth

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Facebook Tests new Mobile Sponsored Stories Layout

In their Facebook mobile news feeds some users will be seeing a new type of ad format. Actually, the ad format remains the same and instead the layout is different. Most mobile users see a box containing suggestions for three brands they might like because some of their friends like those brands. A small number of users will now see a very large photo for a single brand and then a statement that some of their friends like the brand. The new ad layout is much more visual and reduces the number of brands form three down to one.

While the testing is still out, this is probably a good development for the education marketing company. Discussing this new ad layout, Facebook has acknowledged that mobile news feeds are interacted with differently than the right sidebar on the desktop version. Users want a more visual layout. There might be some concern about the drop in the number of brands, which will minimize exposure but that drop is going to be outperformed by the visual nature of the new layout. The drop in the number of suggested brands also makes the ad seem less intrusive into the news feed, as though it were one ad instead of three.

Facebook Gives New Mobile Page Ads More Color And Context To Make Every Pixel Count 

 

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Comparing FaceBook Mobile Ads

Mobile ads are growing at an astounding 62% over last year’s spending. Since that number last year FaceBook has entered into the fray. Enough time has now passed that we can begin to compare the different advertising units FaceBook offers to mobile users.

Sponsored Story is an advertising unit that places an ad inside a newsfeed. The ad tells the user how many of her friends have also liked the brand and there is a large call to action for the user to like the brand. These ads are returning a 12 times higher click through rate than comparable ads on FaceBook’s desktop versions. The price point is also much lower, so it is an overall success for creating brand fans.

An important reveal from the data is that if a user makes the first purchase on a mobile device then she is 2.5 times more likely to make a second purchase. These customers are also spending 8 times as much money from the foot traffic and the desktop users.

As the industry catches up to this, then it is reasonable to expect the prices to increase, which will eat into their investment potential. For now the social media agency needs to encourage mobile advertising for its clients. The market is so lucrative that there should even be a discussion about relocating all FaceBook ads onto mobile devices.

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Mobile Searching Is Not The Panacea It Was Thought To Be

On a desktop it is known that most inquiries begin with a search engine. When reaching out to desktop customers, the social media agency needs to be working with search. Mobile queries, however, are more app dependent and search is not as important. Mobile searching is much more industry specific. Mobile searches for food and restaurants lead the industry with an 85% chance that the search results in a purchase. The other two tested industries are travel and automotive and those conversion rates drop precipitously.

Auto searches (both repair and purchases) produce sales 51% of the time and travel searches only convert 46% of the time. This makes sense as the mobile user looking for restaurants is already out and wants to spend money while out. Auto repair also makes sense to have a high conversion rate, whereas auto purchases does not seem to favor the mobile searcher at all.

The lesson for the digital marketing firm is about industry specific information. The agency needs to avoid thinking that mobile search spending is always productive. The data also demonstrates the importance for locally relevant data. Making sure the mobile ad spending is relevant it is helpful to join into an aggregating app, one that collects information about vendors in an industry and then allows searching within the app. Again this type of app is not as productive for all industries across the board, but it helps the user know which brands are playing like a main name in the industry.

Mobile searching is clearly important and growing. But the enthusiasm surrounding it needs to be tempered somewhat as not all mobile efforts are created equally.

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Mobile Ads on Google Maps Earn Updates

To make the ads on Google Maps amore appealing to users on smartphones, Google is revamping how they work. The most notable change is to increase the calls to action such as “get directions” and “click to call”. Maps is also introducing anew function called “hyperlocal marker” which will display the distance from the user’s current location to the business’ location.

Another major change is what happens when a user clicks on an ad. The user is taken to a framed version of the advertiser’s web site. It is framed so the user can easily return to maps. This is great for advertisers because now users can get to the website with fewer clicks. This is particularly important for users on mobile devices who are dealing with limited bandwidth and slower speeds than broadband on PCs.

As Maps becomes more and more a two-click experience this will help the social media agency. Mobile users do not want many clicks and anything that can be done to reduce that number helps advertisers.

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Mobile Advertising Does Pay

All the buzz these days is about mobile advertising and how lucrative it will be. For now though, advertising on social networks on mobile devices is almost nonexistent, so the buzz is almost completely speculation. New research from Prosper Mobile Insights makes the hype seem worthy.

Of mobile users 74% say they do look at mobile ads they encounter. 35.3% say they regularly pay attention to the ads and 38.7% say they occasionally pay attention to the ads. That number is about general internet usage and not specific to social media sites, but that number is still encouraging as almost 60% of smartphone users either regularly or occasionally pay attention to the mobile ads served when browsing social networks on mobile devices. In fact, it is precisely when on social networks that users are most attentive to ads. When downloading apps or music, when shopping or when playing games is when attentiveness drops significantly.

Another interesting find is that men pay more attention to the ads than women do. The male viewers are also more likely to be influenced than women are. The other good news for the social media agency is that almost half of mobile users are unwilling to pay money for an app that is not ad supported. Women are less likely than men to make this purchase. Even though men pay more attention to mobile ads, they are more willing to spend money to not be served ads. It’s an interesting paradox, but the numbers seem low enough that it need not affect the social media agency’s strategy for reaching out to mobile users.

That study comes out at the same time as SocialCode, a FaceBook API partner, releases its findings about mobile ads on FaceBook.  These ads have not been rolled out to the masses yet, but for almost a month some users have seen sponsored stories in their mobile newsfeeds.

Social code has found that sponsored stories in a mobile newsfeed receive more likes than they do when placed in other locations. The study measured between June 8 and June 18 over 7 million ad impressions, which included almost 242,000 mobile impressions.

There were five locations measured in the study: mobile, desktop news-feed only, desktop right sidebar, news-feed only on either mobile or desktop, and a control group with uniform bids. The average clickthrough rate of all five placements was .148% whereas mobile ads had a rate of .79%.

The future of mobile ads is a cash cow, assuming FaceBook can get the frequency balanced enough that users do not rebel at the clutter. For the advertiser and the digital media agency, however, these ads are highly effective and need to become a mainstay of a campaign strategy.

 

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