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Is Facebook the Best Place for Video Advertising?

It seems the tides are changing in the digital realm, more specifically when it comes to video advertising. If you’re a regular reader of our blog it should be pretty apparent that video advertising is one of the best ways to advertise your business. Not only does video engage consumers better than text and picture but with 80% of users able to recall a video they viewed in the past 30 days, it’s become a necessity for brand recognition and growth.

So you’ve got on board the video advertising train, but your next big question is where is the best place to put said video? Well, you could try digital signage or the even cheaper option of placing it on your website, but you want as many eyeballs to see your video as possible. So you consider the various social media sites. Your first thought for video is probably YouTube, and back in December 2015 most people would agree with you, but as of May 2016, it seems the most popular site for video advertising amongst marketer was Facebook at 65%, with YouTube coming in second at 45%.This is the beginning of a big shift in the go to place to place your video ad, much to Facebook’s delight.

Why do brand prefer Facebook for their video ads? Well according to a study carried out by Wolfgang digital using a video ad on Facebook is not only cheaper than YouTube but will also get your video more impressions. Facebook’s average cost per thousand impressions is €0.98 whereas YouTube’s cost per thousand impressions is around €4.31. The same study also found that Facebook garnered more hours of views for video ads over YouTube. However, the quality of views on YouTube is higher than on Facebook. This means that more people view to the end of the video on YouTube than they do on Facebook. YouTube also works out cheaper than Facebook for quality views.

So how do you pick which is the better option for your video ad? Well if you want as many people as possible (within your budget) to see your video then Facebook might be the best option for you. If you want people to watch your entire video then YouTube is probably a better option. The difference between the two channels is understandable. When a user goes to YouTube they are specifically seeking out video, so they are already in the mindset to watch a video, so if your video ad catches user attention it is more natural for the user to watch to the end of your ad. On Facebook however people seek a number of different things, updates from friends, news and maybe some funny photos. Video isn’t what they are specifically looking for, but Facebook does a good job of allowing videos ads to be watched. All videos and video ads appear natively within the Facebook timeline, so it’s easy for people to watch them. Even better the user doesn’t even have to click play because videos autoplay in the newsfeed as a user scrolls past.

So while marketers are making the move to Facebook over YouTube it is important not to jump to the easy conclusion that your brand also needs to be doing video ads on Facebook like everyone else. The right platform comes down to your specific business needs and goals, but if you still can’t make up your mind, you can always just try both platforms and analyse your results later.

Create a great video ad for Facebook and YouTube at www.viddyad.com

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Step by Step Guide to Facebook Advertising

 

Facebook is the go to place for businesses to advertise. With over 1 billion users worldwide, your target audience is on Facebook, all you need to do is find them. 100 million hours of video are watched on Facebook every day, it’s clear that Facebook users want video, so it’s easy to say your target audience want video too.

So here’s quick guide to get the best out of Facebook advertising for your business.

1. There are multiple campaigns that can be launched on Facebook but we’ve focused on the following:

    1. Page post engagement – This allows you to boost a post that you have posted to your Facebook business page. If you really like a post that you have added to your page, you can click the ‘boost’ button at the bottom right hand corner of that post. This can gain more people liking, commenting and sharing your content. Choose the location, age, gender and interests of your target audience and this ad will display in this audience newsfeed.

2. Page like – This is a way to gain more likes for your business page and build your community. This will also give you insights into the type of people who like your business. Create an ad you think your potential customers will like. Pick the location, age, gender and interest of your target audience and your ad will be shown in the news feeds of potential customers. People can interact with your ad and ‘like’ your page.

3. Clicks to website – You can create an ad with text and images or text and video, that will take people to your website, whether it be the homepage, shop section or any other page you want your customers to see. This type of ad has many targeting options including, age, gender, location, interests and much more. This is a great way to get people to your website rather than just to your Facebook business page.

   4. Website conversions – This type of ad allows you to track what a user does on your website. For this type of ad you can use both text and images or text and video
You can track:
-Checkout
-Registration
-Leads
-Key web page views
-Adds to cart
-Other web conversions
In order to create an ad like this you will need to add the Facebook pixel to your website HTML code. This will then track what users do on your website. If you don’t manage your website don’t worry, you can directly email the person who looks after your website with the code to add the Facebook pixel. You can see everything you want to track in Facebook ads manager, which you automatically have access to when you set up a Facebook business page.
Once Facebook Pixel is installed you can create an ad in the same way as ‘clicks to website’ above.

5.Video views – Use this type of campaign to get more views for a video you have posted to your Facebook page. You can target by age, location, gender, interests and more. This is a great way to get more views for your video.

  1. Create your ad

Once you decide what type of campaign is best for your needs, go to Facebook Adverts Manager. This can be found in the promote section of your facebook business page. When you are in Adverts Manager you can create your ad with text and images or text and video. Here you can add your headline text and the ad content text. Choose an image or add your Viddyad video that you want to use to grab the attention of your audience.

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  1. Target your audience

Then it’s time to set up your targeting. As mentioned above you can target in many different ways. You should always choose a specific location, gender (male, female or both) and age range. You can then target as follows:

More demographics: This section allows you to be more specific with your audience, so you can choose the level of education, specific schools they have studied at and even what year they graduated in or when they will graduate.

Interests: interests can include pages they’ve liked, other ads they’ve clicked on and things they’ve shared on Facebook, to name a few.

Behaviors: these are things people do on and off Facebook. These include purchase behaviours and intent, device usage and travel preference, if they are working and where they work again just to name a few types.

Connection targeting: Use this to target people who already have a connection with you on Facebook.

Exclude audience: You can choose to exclude certain categories. So for example, if you know you don’t want to target people who already like your business page then you can exclude these people.

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  1. Set a budget

After you complete the above you should then set your budget. Pick how much you want to spend and how long you want your campaign to go on for. Depending on your ad campaign type, you can choose a minimum spend of $1 per day to $5 per day. You can spend as much as you like on your campaigns, and obviously, the more you spend, the more you are likely to gain in returns.

  1. Ad location

Facebook allows you to decide specifically where you want your ad to serve. You can set it to only serve on desktops or mobile or have it on both. Ads serve within the Facebook newsfeed but they also serve at the side in smaller boxes and text. Obviously, if you use a video ad it can’t be shown to the right of the timeline.

You can also opt in or out of advertising on Instagram. If you do want your ads to serve on Instagram as well, just click a button to opt in.This doesn;t involved setting up a separate ad campaign.

Some phrases you’ll want to know

Impression – When an ad is seen by a user of Facebook it’s referred to as an impression. One view is one impression.

Cost per mile – in this case mile stands for a thousand impressions. So this is cost per thousand impressions. Most ads on Facebook are charged on a cost per mile basis. So you are charged every time your ad is seen or, in industry terms, every time your ad is ‘served’ to a user.

Cost per click – this is when you are charged every time your ad is clicked.

Advertiser bid – This is the maximum amount an advertiser is willing to spend in order for their ad to be served. This can be set manually when you set up your campaign or you can allow Facebook to set the maximum advertiser bid for you.

How are ads served?

Facebook ads are based on an auction based system. Facebook are user centric, in other words they always put the user first before a business. For this reason they keep the amount of ads shown on a user’s Facebook page to a minimum so as not to interrupt the user experience. Because there are several advertisers trying to target similar audience groups an auction is used to decide what advertisers ad is served at any time.

When you create your ad and set it up to serve to users your ad will be given a total value score. This score is made up of the advertiser bid, ad quality and relevancy and estimated action rates. Quality and relevance is determined by how good your ad is, that is if your text images or video is of high quality and is of interest to your users. Estimated action rate is how likely a person is to click, like, comment or share your ad.

These three factors are all taken into account when the auction is deciding if your ad should be shown before another advertisers ad. You can monitor these throughout your campaign and make changes if you feel it is necessary.

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4 Steps to Advertising on YouTube

When you think video advertising, we’re willing to bet YouTube probably comes to mind. YouTube is a great place to advertise your video and it should definitely be something you consider if you want to gain new customers. Here’s our guide to advertising on YouTube.

Step 1. The first step when creating a video ad campaign is to have a video. If you still haven’t gotten around to creating a video ad click here to create your professional video ad with Viddyad. Once you have your video, upload it to your business’ YouTube channel and then you’re ready for the next step. You will also need a Google AdWords account in order to create your YouTube advertisement

Step 2. Now that your Viddyad is ready to go, it’s time to think about what type of video ad campaign you want to run.

Option 1: Trueview in-stream format. This is the most common video ad campaign used on YouTube.  When a user clicks in to watch a video on YouTube, they will see your ad play. With in stream, a user can skip your ad after 5 seconds. You will only pay if the user watches to 30 seconds of your video ad or if the user clicks your video ad.

This option is great for all business type but especially the ones with a limited budget. Ensure your logo is in the first 5 seconds of your ad and it’s a great way to get brand recognition. Most people will choose to skip your ad after 5 seconds because they’re on YouTube to watch a particular video not your ad. You might think it a bad thing for someone to skip your ad but the first 5 seconds is a great way to build brand awareness. You can’t lose, even if someone does watch to the end of the video and you end up paying for it, the likelihood is they are interested in your offering and will want to learn more.

Option 2: Trueview video discovery format.  With this option your video will appear to the right hand side of the video display. It will display as a still image, but when a user clicks onto it they will be brought to your business’ YouTube channel where the ad will automatically play. You will pay once a user clicks your ad.

Step 3. Choose your audience. There are lots of ways to narrow down your audience when working with YouTube ads, choose from the following options:

-Demographics – age, gender and parental status

-Interests – Pick from a number of topics of interest to your target audience. Target    interests specifically. For example,a sports shoe company could target avid marathon runners rather than just sports fans.

-Topics – Reach an audience that watches a particular category of video. So if you’re selling a beauty product you could set it so that your video is displayed on YouTube videos where the topic is about beauty.

-Keywords- You can choose to show your video ad when a particular keyword is searched on YouTube.

-Exclude areas – You can also choose to exclude certain topics or keywords you know you don’t want your video to be displayed on.

Step 4 – Set a budget. It is easy to set a budget for your YouTube campaign, and once it’s set you won’t spend more than your maximum over the course of the campaign length. So what do you get for your money? Well, it all depends on your campaign and targeting, but at a basic and approximate level for $1 your video can get up to 100 views.

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Some phrases you’ll want to know

Impression – When an ad is seen by a user of Facebook, it’s referred to as an impression. One view is one impression

Cost per mile – in this case, mile stands for thousand impressions. So this is cost per thousand impressions. Most ads on Facebook are changed on a cost per mile basis. So you are charged every time your ad is seen or in industry terms, every time your ad is ‘served’ to a user.

Cost per click – this is when you are charged every time your ad is clicked.

When advertising on YouTube, as with any other Google advertising products, your ad will be placed in an auction to determine when it will be shown. The amount of advertisers who want to target a similar audience will nearly always outweigh the amount of ad space that’s available. Google take a number of things into account when deciding what ad should be shown in certain times and places. Firstly the Google algorithm will determine if the targeting you have set up in your campaign matches the user demographics and the type of video being watched. Once this is determined they calculate Ad Rank. Ad Rank is calculated by combining the CPC bid and the ad quality score. The quality score is determined by how useful an ad is to a user. So if you have an ad for fur coats and you target PETA activists, animal lovers and vegans, your quality score will most likely be ranked low, because the likelihood of this demographic gaining anything from your ad is very low.

YouTube is a great opportunity to build brand recognition and get your video in front of a lot of people for a reasonable small spend or at times, even for free!

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Verizon: The New Media Giant

A media giant has been born.

Yesterday, Verizon announced its acquisition of Yahoo for $4.83 billion, gaining access to Yahoo’s brands, technology, and 1 billion users.

This is not the first time a company has set its sights on buying Yahoo. In 2008, Microsoft made the internet company a $44.6 billion offer, which was turned down. As this drastic change in price tag illustrates, Yahoo has struggled to maintain its position as an industry titan in recent years. Despite CEO Marissa Mayer’s best efforts to turn the company around, Yahoo has been unable to keep its stock and street cred from plummeting.

Verizon, on the other hand, has been on its way up. In May of last year, it announced a similar acquisition of AOL for $4.4 billion. Verizon’s aim was to marry its expansive network with AOL’s advertising technology and expertise. Verizon was also eager to tap into AOL’s growing engagement with mobile and video advertising.

Now that Verizon has purchased Yahoo, it can close the gap between its own advertising efforts and those of the industry’s leaders: Facebook and Google. Whereas Verizon once lagged behind in technology, platforms, and usership, it can now harness the power of both AOL and Yahoo’s assets.

Some of the assets now included under Verizon’s umbrella include:

  1. ONE by AOL: an all-in-one platform that allows both publishers and advertisers to run and track digital media campaigns. As described on the ONE website, “The ONE by AOL suite offers Media Planning, Audience Management, Creative Optimization, Analytics and Attribution, as well as our market-leading display, video and TV DSPs. All of this connected through shared technology, data and insights.” For Verizon, ownership of this technology means increased appeal as a one-stop shop for advertisers.
  2. Yahoo Mail and Yahoo Mobile: With Yahoo Mail’s 225 million active users and Yahoo Mobile’s 600 million users, Verizon now has the potential to track and target an expansive user base.
  3. Tumblr: A popular social media site for millennials, Tumblr is a valuable asset to Verizon in that it opens up opportunities to advertise to a younger audience. Sites like Yahoo Sports and Yahoo News also offer advertising potential, Yahoo News alone reaching 83 million people a month.
  4. Verizon Wireless Network: As noted by BBC News, Verizon itself has an extensive user base. As on of the top mobile networks in the US, Verizon has “a wealth of data from smartphone users that it could mine.”

The merger of AOL technology with Yahoo’s advertising potential makes Verizon a force to be reckoned with. Like Facebook and Google, which utilize their built-in user data and ever-evolving advertising technologies to market to advertisers, Verizon now has a data and tech goldmine of its own. It’s an exciting time for businesses who are looking to step up their digital marketing games. Increased competition between advertising platforms means advancements will start churning out even faster. In the coming years, all platforms will have to meet the increasing demand for mobile and video advertising formats, as the world turns away from static advertisements and towards rich media.

The combined brainpower of Verizon, AOL, and Yahoo means the potential for groundbreaking advancements within the advertising world. Google and Facebook, look out: there’s a new giant to wrestle with.

Image Source: http://www.bbc.com/news/business-35479175

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The Top 5 Social Media Campaigns of All Time

Businesses of all sizes from everywhere in the world have been attempting to crack the code to a successful viral marketing campaign. While it may seem like social media has only become a key factor in the viral campaign industry over the last several years, social media campaigns date as far back to 1999 with the movie The Blair Witch Project.

We’ve compiled our own list of the Top 5 Social Media Campaigns of All Time. Maybe you can pick up a few tips from these successful marketing strategies:

1. The Blair Witch Project

 

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There may not have been Facebook and Twitter in the summer of 1999 when The Blair Witch Project was released, but these marketers made one of the first ever attempts at a viral marketing campaign. They were able to generate a big buzz for a small budget movie by posting fake newspaper clippings about the disappearance of the movie’s characters on web sites and message boards. Were the events depicted in the movie based on a true story? We will never know.

This campaign sparked interests in the film months before its release, and led to box office earnings of $29 million during its first week alone.

2. Old Spice Spokesman

While the Old Spice slogan “Smell like a man, man” and its TV commercials are successful marketing campaigns on their own, the grooming products company hit gold with their interactive viral social media campaign. Spokesperson Isaiah Mustafa was already popular from their commercials, but Old Spice took it to a new level by interacting with fans via web videos in 2010. Fans submitted questions to Mustafa via Twitter, and the Old Spice spokesman responded to these questions with over 180 web videos. He responded via video to one Twitter user @Alyssa_Milano four times and even sent her flowers.

Talk about increasing audience engagement, am I right?!

3. ALS Ice Bucket Challenge

Perhaps one of the most engaging social media campaigns of its time, the ALS Association generated 70 billion video views and raised $220 million in the summer of 2014. The association raised awareness for ALS by having people dump buckets of ice on their heads and post a video of it on social media, challenging other friends to do the same and donate to the cause. Celebrities from all over got on board with the campaign and posted hilarious videos of themselves participating in the challenge. Amongst the most popular celebrity Ice Bucket Challenges were Justin Bieber, Bill Gates, and Kim Kardashian on the Ellen Degeneres show.

The ALS Association spent no money on promoting this campaign, and was awarded the Facebook for Good award in the Facebook Awards.

4. Always #LikeAGirl

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Another 2015 Facebook Awards winner for their viral campaign was the Always #LikeAGirl campaign which raised awareness and confronted gender norms. Their videos called for a change in perceptions of what it means to “act like a girl.” As these videos went viral all over social media, and especially on Facebook, they generated a lot of feedback from their audience and social media users. The feminine hygiene brand increased the emotional connection with their audience and boosted purchase intent. The #LikeAGirl video became the most watched video in Procter & Gamble history with 76 million views.

5. World Wildlife Fund #LastSelfie

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And finally a viral social media campaign from 2016, the WWF’s #LastSelfie Snapchat campaign brings awareness to animal species at risk for extinction. The idea behind their campaign was to show audiences that endangered species are disappearing in the world just like selfies disappear from Snapchat in 10 seconds. These vibrant images capturing different endangered animals grab your attention, along with their sad but brutally honest captions that this could be their “last selfie.” The WWF took something everyday like a selfie and used it as a call to action, raising awareness for animal species in danger of going extinct all over the world.

All of these viral campaigns have one thing in common: they thought outside of the box. To create a viral social media campaign, you need to get away from ‘the norm’ and get creative outside of your comfort zone!

 

Photo sources: 

http://www.smcubedconsulting.com/tag/social-marketing/
http://www.mediapoondi.com/
http://www.imcthoughts.com/
http://www.site-seeker.com/

Get creative with your viral social media campaign and make a video ad at www.viddyad.com

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