Andrew Waber

  • Video ads for direct response: What’s the best length?

    Video advertising creative is perhaps the most painstaking for advertisers to deal with during the planning and production stages. While there’s no magic formula to creating the “best” video ad, direct response-focused advertisers are inherently test-oriented, and they will eventually find creative that works well with their target audiences to achieve their larger objective.

    Andrew Waber/ Marketing Landin Facebook- 15 readers -
  • Event-oriented vs. always-on: The campaign tactics that work

    Photo by LendingMemo and used here via the Creative Commons license E-commerce-focused advertisers can be segmented into two categories based on their strategic goal — whether they’re focused on maximizing returns during specific periods (e.g., a chocolatier during Valentine’s Day, Easter or Mother’s Day) or looking to drive purchases at a more consistent rate throughout the year (e.g.

    Andrew Waber/ Marketing Land- 15 readers -
  • The state of direct response video on Facebook

    Facebook CEO Mark Zuckerberg sees “a world that is video-first, with video at the heart of all of our apps and services.” The results of this vision are easy to conceptualize on Facebook, just by the sheer amount of video content users share and interact with. However, when it comes to video advertising, there are notable differences in adoption based on strategic goals and b ...

    Andrew Waber/ Marketing Landin Social Facebook- 24 readers -
  • The truth about transparency in digital advertising

    Look through the websites of technology providers throughout the advertising ecosystem, and you’re bound to see some variation of the word “transparent” as a key value proposition across many of them. My employer, Nanigans, is no exception. It’s presently a hot term for online advertising in general, particularly in light of a report on the subject from the Association of Na ...

    Andrew Waber/ Marketing Landin Display- 16 readers -
  • The stat-backed holiday advertising tips to know for 2016

    For e-commerce marketers looking to capitalize on the largest shopping season of the year, online advertising becomes a game of inches. While the underlying motivations of shoppers are important during the holiday season, so are the on-the-ground behavioral trends. This is something I helped study as part of Nanigans’ latest holiday e-commerce advertising report (email regis ...

    Andrew Waber/ Marketing Land- 14 readers -
  • Christmas in July: 4 ways to maximize your holiday ad budget

    When it comes to advertising during the all-important holiday season, there isn’t such a thing as “planning too early.” The competitive environment has only grown more intense over the past several years, and large, innovative advertisers are increasingly using the summer months as the time to meticulously structure their larger holiday season strategy and associated tactics.

    Andrew Waber/ Marketing Land- 18 readers -
  • Instagram advertising: What’s working? Part 2

    Six months have passed since my last Instagram-focused column, so it’s a good time to provide an update on the ecosystem in terms of performance metrics and evolving best practices. While I’ve worked at Nanigans over this period, we’ve observed changes in the top-level metrics associated with Instagram and in specific advertiser tactics.

    Andrew Waber/ Marketing Landin Social- 13 readers -
  • Video Advertising For 2016: The Data-backed Do’s And Don’ts

    Video has caught on with performance advertisers across industries, but as the ad format becomes much more prevalent, it’s arguably harder to break through to users themselves. Digital marketers need to be keenly aware of what gets attention and generates conversions. After touching on the subject back in June, I thought it was time to revisit video best practices for social ...

    Andrew Waber/ Marketing Landin Social- 21 readers -
  • Instagram Advertising: What’s Working?

    My work involves looking into larger trends we (at Nanigans) observe across our base of hundreds of large advertisers, primarily within the Facebook ecosystem. What’s particularly interesting about Instagram as a newer platform is that the architecture of the ad environment is similar to Facebook’s, and we’ve observed remarkably comparable performance across the two channels.

    Andrew Waber/ Marketing Landin Social- 18 readers -
  • Thanksgiving Weekend 2015: The Stats That Mattered

    With so many retailers vying for a piece of the purchase-ready consumer base, the weekend after Thanksgiving remains one of the most intense periods for online e-commerce advertisers. Increased demand for inventory drives up prices, and many advertisers pull out all the stops on the creative front to drum up attention and purchase rates.

    Andrew Waber/ Marketing Landin Social- 18 readers -
  • 2016 Facebook Advertising Preview: 4 Trends To Act On

    During Facebook’s third-quarter earnings call, CEO Mark Zuckerberg and COO Sheryl Sandberg both hit extensively on the power of video for advertisers and users alike. At Nanigans (my employer), we have observed the promising comparative efficacy of Facebook video ads across a variety of gaming clients. Certainly, it’s a format worth the attention of advertisers, but it’s not exactly new.

    Andrew Waber/ Marketing Landin Social Facebook- 29 readers -
  • 4 Trends to Help Drive More Purchases This Holiday Season

    In 2014, consumers demonstrated striking differences in their online buying behavior during the holidays compared with the rest of the year — a trend that is likely to continue in 2015. The latest study, published as part of my work at Nanigans, examined a year’s worth of Facebook advertising and corresponding same-day purchases across more than a hundred e-commerce brands.

    Andrew Waber/ Marketing Land- 24 readers -