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11.21.18

In-Stream Social Video, Attribution Dashboards, and the End of TV and Radio

by Miró Cassetta

In-Stream Social Video Ads… They Came, They Saw and They Conquered

2018 has been the year of long-form video. Every popular social media channel increased their video efforts, launching social streaming platforms (Facebook Watch, IGTV) and investing more time and money in exclusive episodic content (like YouTube Originals, such as Joey Graceffa’s “Escape the Night,” and Snapchat’s long-form video campaigns).

Marketers have already flagged the opportunity for more in-stream video ads (ads that run before, during or after another video) and budgets have shifted, increasing this year’s video ad spend by 30% or 25% of total digital spend.

WHAT THIS MEANS FOR MARKETERS


Here’s what marketers have learned about social pre-rolls and mid-rolls:

In-feed delivers high reach; in-stream garners views. The benefit of in-stream ad content is that it is more likely to be viewed to completion and with sound on because the audience is already intentionally watching a video.

Context and repetition are king.  Placing pre-roll and post-roll ads adjacent to a relevant video reinforces brand messaging in front of eyes that are already engaged in a similar topic. It “ensur[es] that messages reach the right users at exactly the right moments, and allows the brand messages to sink in and achieve optimal resonance.”

Save time—yours and the audience’s—with 6-second ads. While many marketers have been focusing on :15 and :30 second ads, :06 second ads have shown a higher completion rate and more effective creative. 

Facebook’s New Attribution Dashboard: Is it Worth the Hype?

Facebook Attribution is a statistical model developed by Facebook which “assigns fractional credit for a conversion to Facebook touchpoints based on their estimated incremental impact.”

Ummm, so what exactly does that mean? This new dashboard gives us a holistic view of the customer journey, both on and off Facebook by combining all of the data from FB insights, FB pixel, app events and offline conversions for up to the past 90 days. It tracks advertisements from Facebook, Instagram, Audience Network and Messenger, and can take anywhere from 15 minutes to an hour to receive the data.

With our business managers, T3 will have access to see all of the data from advertising campaigns and offline campaigns for all paid and organic content.

Businesses like airBaltic have already seen success with this tool. By utilizing Facebook Attribution, they increased their understanding of their customers’ actions and increased bookings by 5.4X. This Latvian airline learned that 75 percent of bookings came from a user journey that encompassed desktop and mobile prior to the actual purchase. Equipped with these insights, airBaltic chose Facebook’s flight ad unit to allow them to further tailor the dates and places in the messaging to make it more relevant to consumers.

WHAT THIS MEANS FOR MARKETERS


More in-depth reporting. Facebook Attribution gives advertisers more visibility into the consumer journey, from the first interaction to conversion. This allows them to better understand the impact of their ads across publishers, channels and devices. Ultimately, this new tracking means more comprehensive reporting for their Facebook presence.

Greater transparency of social as a business driver. This new tool is by no means the solution but provides a step in the right direction in showcasing how social media drives ROI. Facebook says this new dashboard will paint a clearer picture of overall performance as opposed to an engagement summary, allowing marketers to “better link online ad efforts to offline conversions and bottom line sales.”

New lens for defining success. Advertisers are now more than ever focusing on what each endeavor means to accomplish their business goals as opposed to hitting a certain number of impressions. This tool aids in understanding how each puzzle piece that is a campaign (like the creative, messaging, targeting and total spend) can fit together to contribute to having a successful campaign, allowing marketers to strategize effectively and optimize future campaigns.

The Beginning of the End for TV and Radio?

On average in 2018, adults have spent 12 hours and 8 minutes consuming media daily. This is a one-minute increase from 2017. This year also marks the first time digital media consumption has surpassed traditional media consumption, reaching 6 hours and 19 minutes, or 52.1% of media time.

What is capturing the attention of audiences that is resulting in less time watching TV? Long-form content (videos 10 minutes or longer), Over the Top services (Netflix, Hulu, etc., that stream content directly to the consumer) and mobile (apps and smartphones). In fact, mobile is now the most time-consuming medium for US adults.

TV isn’t the only medium experiencing decreased consumption. Non-digital radio lost two minutes (now 83 total) with consumers, thanks to subscription audio services and podcasts, one of the fastest growing mediums. 

WHAT THIS MEANS FOR MARKETERS


Keep up digital video efforts. Digital video is currently the most time-consuming digital activity (1 hour, 26 minutes of daily media time). Platforms are making it easier for advertisers to lean into this trend, releasing more formats and channels to place their messages within digital video (e.g., social pre-roll, mid-roll, and IGTV).

Keep an ear to the ground for audio opportunities. Adults are expected to spend 69 minutes listening to digital audio daily (contributing more to daily media consumption than social media). Brands are already jumping on this in the form of podcast ad breaks/sponsorships and programmatic audio ads.

Keep ‘mobile only’ ad placements in mind. Allocate a portion of your budget to mobile-only placements. This will keep your message on the one medium where consumers are consuming media the most.

Miró Cassetta

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