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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.
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.
From October through December in 2016, e-commerce advertisers on Facebook conducted their annual tradition of clamoring for holiday season shoppers. While different brands have varying methods for determining which users to target, the aggregate results pointed to mobile and dynamic ads being big hits.
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 ...
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 ...
Some of the latest changes for Facebook’s Audience Network give it a legitimate claim of being a chief competitor to Google for both website publishers and advertisers. Early this year, mobile web inventory was added on top of in-app placements, and then more recently, Facebook announced the expansion of Audience Network to include non-Facebook users, along with a move into header bidding.
Much like with Facebook, the team at Instagram regularly tweaks the ad experience in a bid to improve advertiser results over time. You’ve probably already seen one of the most recent examples of this, with Instagram rolling out a major change to ad calls to action (CTAs) on the platform back in mid-June.
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 ...
In a rather under-the-radar update earlier this year, Facebook dropped its hard and fast 20 percent text limit for ad images. During that now-lapsed policy, ads with more than 20 percent text were typically rejected or quickly paused by Facebook. The new system theoretically gives more leeway to advertisers, but it also spells out the potential impact of image text on audience reach.
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.
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.
With an increasingly robust international user base, and more direct response-type ad products available than at any point in its history, Facebook has increasingly become a go-to channel for advertisers directly selling physical products. Fashion retailers, flash-sale sites and subscription services all have significant presences on the site.
Back in September, I conducted an examination of e-commerce advertising and purchase activity run through Nanigans software, which was developed by the company that employs me. I noted some clear behavioral patterns, such as consumers generating the greatest share of purchases on Wednesday or Thursday of a given week.
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 ...
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.
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.
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.
After debuting earlier this year, Facebook’s Dynamic Product Ad (DPA) product has been lauded by some industry-watchers as one of the company’s most ambitious releases in terms of functionality — enabling advertisers to automate retargeting across desktop and mobile with greater relevancy based on catalog or product feed data.
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.
Earlier this month, Nanigans (my employer) released its analysis and accompanying infographic of Facebook advertising activity in Europe and the Americas. While the data alone presents a pretty interesting picture, delineating the takeaways for marketers requires a bit more of an in-depth look into the study results.