Diese Präsentation wurde erfolgreich gemeldet.
Die SlideShare-Präsentation wird heruntergeladen. ×

eMarketer Webinar: Social Ad Effectiveness—Four Things You Need to Know

Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige

Hier ansehen

1 von 50 Anzeige

eMarketer Webinar: Social Ad Effectiveness—Four Things You Need to Know

Herunterladen, um offline zu lesen

Social media marketing is now a standard part of brands’ digital plans—and research suggests that’s at least in part because of how effective its proved to be. Topics in this webinar include: Why many marketers now rate social media advertising as more effective than search; What Facebook has done to help show the effectiveness of its ad products—and, in turn, social in general; How mobile fits in with social media ad measurement and engagement; Why brands are latching on to new social networks like Snapchat.

Social media marketing is now a standard part of brands’ digital plans—and research suggests that’s at least in part because of how effective its proved to be. Topics in this webinar include: Why many marketers now rate social media advertising as more effective than search; What Facebook has done to help show the effectiveness of its ad products—and, in turn, social in general; How mobile fits in with social media ad measurement and engagement; Why brands are latching on to new social networks like Snapchat.

Anzeige
Anzeige

Weitere Verwandte Inhalte

Diashows für Sie (20)

Anzeige

Ähnlich wie eMarketer Webinar: Social Ad Effectiveness—Four Things You Need to Know (20)

Weitere von eMarketer (11)

Anzeige

Aktuellste (20)

eMarketer Webinar: Social Ad Effectiveness—Four Things You Need to Know

  1. 1. © 2016 eMarketer Inc. Made possible by Social Ad Effectiveness: Four Things You Need to Know Debra Aho Williamson Principal Analyst September 15, 2016
  2. 2. © 2016 eMarketer Inc. “Half the money I spend on advertising is wasted. The trouble is, I don’t know which half.” —John Wanamaker Image credit: William Curtis Taylor, National Portrait Gallery, Smithsonian Institution; American National Biography Online
  3. 3. © 2016 eMarketer Inc. Measuring social ROI isn’t a new issue #eMwebinar
  4. 4. © 2016 eMarketer Inc. It’s almost like marketers are stuck Oklahoma, c. 1910 Image credit: Oklahoma Department of Transportation
  5. 5. © 2016 eMarketer Inc. Route 66 in Oklahoma, c. 1930s Image credit: Oklahoma Department of Transportation But there’s good news (and smoother road) ahead
  6. 6. © 2016 eMarketer Inc. Social Ad Effectiveness: Four Things You Need to Know
  7. 7. © 2016 eMarketer Inc. #1 For some marketers, social media advertising is rivaling the effectiveness of search
  8. 8. © 2016 eMarketer Inc. Important clarification: Social marketing social advertising Advertising: Bought with media dollars; identified as “sponsored,” “promoted,” etc. #eMwebinar Marketing: Organic posts; funded by marketing dollars Image credits: Instagram What we’re talking about today
  9. 9. © 2016 eMarketer Inc. As recently as a few years ago, most marketers did not believe social advertising was effective Most Effective Marketing Channel, 2013 Search Marketing: 45% Social Display Advertising: 5% Image credits: romzicon / The Noun Project; FBianchi / The Noun Project Source: Experian Marketing Services’ December 2013 survey of marketers worldwide
  10. 10. © 2016 eMarketer Inc. Facebook’s push for people-based advertising is changing marketers’ opinion #eMwebinar
  11. 11. © 2016 eMarketer Inc. Median Advertising ROI, June 2016 25% Paid Search 28% Social Media Source: Direct Marketing Association and Demand Metric “2016 Response Rate Report” survey of US marketers Image credit: Edward Boatman / The Noun Project
  12. 12. © 2016 eMarketer Inc. Ads that are effective for promoting content, 2015 56% Search Engine Marketing 50% Social Ads Source: Content Marketing Institute, “Content Marketing in the UK 2016: Benchmarks, Budgets, and Trends” August 2015 survey of UK content marketers Image credit: Edward Boatman / The Noun Project 33% Banner Ads 31% Print/Offline
  13. 13. © 2016 eMarketer Inc. Most Effective Ad Channels, 2016 (Among US national brands that do local marketing) Email 30% Direct Mail 29% Social Advertising 22% Local TV 28% #eMwebinar Brand Page in Social Media 19% Paid Search 10% Source: Street Fight, “National-to-Local Marketers 2016,” June 2016
  14. 14. © 2016 eMarketer Inc. Advertisers’ opinion of return on investment from Facebook continues to improve #eMwebinar
  15. 15. © 2016 eMarketer Inc. One key reason why: There’s growing similarity between ad products from Facebook and Google  Dynamic Ads (FB) and Product Listing Ads (Google): Image-based product ads that retailers can target to users based on web browsing or searching behaviors.  Custom Audiences (FB) and Customer Match (Google): A way to target ads to people an advertiser knows, such as customers or email subscribers.  Lookalike Audiences (FB) and Similar Audiences (Google): A way to target new potential customers who are similar to ones the advertiser already knows. #eMwebinar
  16. 16. © 2016 eMarketer Inc. Google’s Product Listing Ads (PLAs) have been highly successful  Introduced in 2010  Popular with retailers  Clients of the Merkle ad agency increased PLA spending 43% YoY in Q2 2016 Source: Merkle, “Digital Marketing Report Q2 2016” Image credit: Google
  17. 17. © 2016 eMarketer Inc. But Facebook’s Dynamic Ads are gaining fans  Ecommerce clients of ad automation firm Nanigans increased spending on Dynamic Ads 14% in Q2 2016 over Q1 Source: Nanigans, “Global Facebook Advertising Benchmark Report Q2 2016” Image credit: Facebook
  18. 18. © 2016 eMarketer Inc. Custom Audiences meets its Customer Match  Target existing leads or customers  Works on Facebook, Instagram, Facebook Audience Network  Retarget website visitors  Find and target Lookalike Audiences comparable to people you know  Target existing leads or customers  Works on search, Gmail, display network, YouTube  Retarget searchers  Find and target Similar Audiences comparable to people you know
  19. 19. © 2016 eMarketer Inc. How Facebook’s tools improve on search marketing On Facebook, “we can throw spears vs. nets and find ideal customers that are not yet in-market.” —Mike Mothner, Wpromote Search “Running shoes” Social “People like my customers who may also be interested in specialty running shoes” Image credits: Juraj Sedlak / The Noun Project; Stephen Copinger / The Noun Project #eMwebinar
  20. 20. © 2016 eMarketer Inc. Not every advertiser is seeing strong ROI from Facebook, however On Facebook, “We targeted too much, and we went too narrow.” —Marc Pritchard, CMO, Procter & Gamble, in The Wall Street Journal, August 2016  Brand advertisers still struggle with right mix of targeting and reach  P&G found that targeted advertising didn’t work as well as it hoped  It plans to maintain Facebook spending levels, but do less targeting #eMwebinar
  21. 21. © 2016 eMarketer Inc. #2 Facebook and others are laser focused on proving ad effectiveness—and they’re showing real progress
  22. 22. © 2016 eMarketer Inc. Two Facebook ad products that can help show online, offline conversion Conversion Lift Offline Conversions API Image credits: Facebook Measure in-store visits and sales that happen after a mobile ad campaign Compare conversions in a test group and a control group #eMwebinar
  23. 23. © 2016 eMarketer Inc. Twitter is also improving conversion tracking  Introduced universal website tag in March 2016  Enables advertisers to use a single site-wide tag rather than a snippet of code for each event Image credit: Twitter #eMwebinar
  24. 24. © 2016 eMarketer Inc. These tools make it easier for advertisers to track harder metrics That said, softer engagement metrics are still most popular #eMwebinar
  25. 25. © 2016 eMarketer Inc. Facebook’s work in attribution is also starting to show results  What is attribution? The practice of assigning credit to any advertising- or marketing-driven interaction or other brand-imposed touchpoint.  Why is it important? With proper attribution, marketers know which of their ads had the most impact and can prioritize spending.  Why is Facebook getting involved? The better the company can get at helping marketers know whether an ad on Facebook resulted in an action or a purchase, the less marketers will need to rely on last-click attribution, which overwhelmingly favors search engines. #eMwebinar
  26. 26. © 2016 eMarketer Inc. Attribution is a priority for a majority of US marketers #eMwebinar
  27. 27. © 2016 eMarketer Inc. Key elements of Facebook’s attribution work Cross-device measurement Chain-length modeling Self-serve attribution tools Lift measurement Image credits: Gregor Cresnar, M Ryan, Plain Icon, Pham Thi Dieu Linh (The Noun Project) #eMwebinar
  28. 28. © 2016 eMarketer Inc. As Facebook gets closer to figuring out attribution, it will help marketers “Facebook is evolving its capabilities a lot. They are aware of the attribution issue and are trying to not just make sense of it, but to actively solve for it.” —Sanjay Teckchandani, Director, Paid Social, Elite SEM “As ad strategies across [search and social] increasingly converge, it’s becoming more and more important to get measurement and attribution together, so we can give deserved credit to those channels and optimize budgets accordingly.” —Monica Lay, Senior Product Marketing Manager, Adobe Media Optimizer #eMwebinar
  29. 29. © 2016 eMarketer Inc. #3 The social platforms are key players in improving mobile ad measurement
  30. 30. © 2016 eMarketer Inc. Marketers rate mobile most effective for top-of-funnel activities But there’s plenty of room for improvement across the board #eMwebinar
  31. 31. © 2016 eMarketer Inc. Why getting mobile measurement right is critically important: Over three-quarters of digital ad spending will flow to mobile in 2020 #eMwebinar
  32. 32. © 2016 eMarketer Inc. Tracking the entire customer journey relies heavily on mobile’s unique identifiers Cookies give insight about desktop behaviors, but their use is limited on smartphones and tablets, particularly within apps But social platforms can track across devices thanks to their people-based identifiers Image credits: Rashida Luqman Kheriwala / The Noun Project; Delwar Hossain / The Noun Project #eMwebinar
  33. 33. © 2016 eMarketer Inc. Cross-device targeting + Social user data _______________ More effective mobile advertising #eMwebinar
  34. 34. © 2016 eMarketer Inc. #4 Snapchat’s improved measurement capabilities will drive swift increases in revenue
  35. 35. © 2016 eMarketer Inc. There was strong criticism from those who experimented with Snapchat’s ads early on Last fall, Snapchat received a C- grade from brand advertisers and agency executives for how well it drove return on investment #eMwebinar
  36. 36. © 2016 eMarketer Inc. But opinions have swung from bad to good in a matter of months “My impression is more bullish today than it was just a few months ago. Snapchat’s new ad models and third-party verification capabilities solve some major issues and make them easier to buy.” —Steve Carbone, Managing Director and Chief Digital and Analytics Officer, MediaCom #eMwebinar
  37. 37. © 2016 eMarketer Inc. Sample internal measurement capabilities for Snapchat ads Standard Snap Ads  Impressions  Reach and frequency  Duration of video viewed  Completion rate  Number of swipe-ups Snap Ads with Attachments  View duration and completion rate (for long-form video attachments)  Completion rate (for article attachments)  Number of app installs (for app install attachments) Image credit: Snapchat #eMwebinar
  38. 38. © 2016 eMarketer Inc. Ad tracking/viewability Snapchat measurement partners Resonance Audience composition measurement Reaction measurement
  39. 39. © 2016 eMarketer Inc. Advertisers are flocking to Snapchat “We’re committed to bringing targeting and all the major measurement solutions that advertisers need to our platform.” — Bryan Kim, Manager, Strategy Group, Snapchat Image credit: Snapchat #eMwebinar
  40. 40. © 2016 eMarketer Inc. Snapchat’s worldwide advertising revenue is predicted to reach $366.7 million in 2016, a 519% increase over 2015 #eMwebinar
  41. 41. © 2016 eMarketer Inc. Takeaways
  42. 42. © 2016 eMarketer Inc. Still feeling stuck? Oklahoma, c. 1910 Image credit: Oklahoma Department of Transportation
  43. 43. © 2016 eMarketer Inc. Summary  Marketers still believe it is difficult to show ROI from social marketing, but ad effectiveness is improving  For some objectives, social rivals paid search  Facebook is leading the way with its work in conversion tracking and attribution modeling  Social platforms are key players in refining mobile measurement  A focus on effectiveness metrics will help Snapchat quickly grow its ad revenues #eMwebinar
  44. 44. 44 Loyalty and Advertising Solutions | 10/19/15 Closing the Loop: Using Transactional Data to Measure ROI in Social Media Mike Lemberger, SVP Loyalty + Offers, Visa
  45. 45. This presentation is furnished to you solely in your capacity as a customer of that the information contained herein (the “Information”) is confidential and subject to the confidentiality restrictions contained in Visa’s operating regulations and/or other confidentiality agreements, which limit your use of the Information. You agree to keep the Information confidential and not to use the Information for any purpose other than in your capacity as a customer of Visa Inc. or as a participant in the Visa payments system. The Information may only be disseminated within your organization on a need-to-know basis to enable your participation in the Visa payments system. Please be advised that the Information may constitute material non public information under U.S. federal securities laws and that purchasing or selling securities of Visa Inc. while being aware of material non public information would constitute a violation of applicable U.S. federal securities laws. Notice of confidentiality Case studies and practice recommendations are intended for informational purposes only and should not be relied upon for marketing or other advice. Results are not guaranteed. Visa makes no representations and warranties as to the information contained herein. Disclaimer
  46. 46. Visa does more than power the world’s largest retail electronic payment network. We help businesses move forward by using transactional insights to transform marketing.
  47. 47. Case Study: Twitter helps advertisers measure their ROI Target and Measure digital advertising  Visa Advertising Generate lift in customers Visa Commerce Network Expand program engagement  Rewards Redemption Deliver real-time messages Visa Offers APIs Drive activation and usage  Visa Loyalty Platform Service Increase sales  Merchant Offers Program Visa Loyalty + Offers Solutions Designed to help our clients acquire and engage customers
  48. 48. 48 Loyalty and Advertising Solutions | 10/19/15 How to measure the effectiveness of your ad campaigns Assess the impact of ad exposure on actual purchase behavior Optimize based on sales, not just impressions Evaluate campaign performance in nearly real time
  49. 49. Pinterest measures sales impact of Promoted Pins • 70% of sales driven by Promoted Pins campaigns came from new customers • Users who engaged with Promoted Pins spent 7x more than those who didn’t • Promoted Pins saved by users and seen by other users drove 18% of incremental sales Source: Pinterest Study of 16 retailer Promoted Pin campaigns found that: “After months of joint development with Pinterest and Visa, we are excited to enable retailers… to measure Pinterest’s direct impact on not only online purchases, but also in-store sales” Eric Roza, Oracle Data Cloud SVP Aimee Lapic, Banana Republic CMO “Promoted Pins have been a successful way for our brand to showcase the versatility of our products and reach new audiences in an effective and relevant way.”
  50. 50. © 2016 eMarketer Inc. Learn more about digital marketing with an eMarketer corporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in: Q&A Session Made possible by You will receive an email tomorrow with a link to view the deck and webinar recording. To learn more: www.emarketer.com/products 800-405-0844 or webinars@emarketer.com Debbie Williamson Social Ad Effectiveness: Four Things You Need to Know  Search and Social Platforms: How Facebook and Others Can Steal Dollars From Search  Snapchat Advertising: A Roadmap for US Brand Marketers and Digital Agency Executives  Digital Video Ad Effectiveness: Experts Weigh In

×