Facebook’s Mobile App Install Advertising is very powerful, with higher ROI

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Mobile App marketing space has been evolving and it clearly is a great opportunity with Facebook unveiling of its mobile ad network, called Audience Network, Facebook has made clear that it views mobile app developers as key to its long-term growth.

Not to be outdone, both Twitter and Google have recently upped the ante with their own focus on mobile app install ads.

In April, Twitter launched its offering for mobile advertisers on MoPub Marketplace, which enables marketers and developers to drive app installs and app engagements.

Google, which has long operated its own ad network — AdWords — has also started providing mobile ad network-like capabilities for advertisers. It now offers targeted app install ads on mobile search and YouTube.

Clearly, the app install ad landscape is heating up, and so too are the efforts from Facebook, Twitter and Google to capitalize on that demand.

While it remains to be seen how beneficial Facebook’s Audience Network will be for app developers’ monetization efforts, two of Facebook’s other recent ad-targeting tools — Custom Audiences and Lookalike Audiences — have proven to be useful for improving the performance of mobile app install ads.

In an ultra-competitive app install marketplace, exact targeting is crucial to ensuring quality performance of each and every app install ad. Here is what mobile app developers need to know about the new realities of targeted app monetization advertising on Facebook.

Custom Audiences

Facebook’s Custom Audiences tool is a dream come true for mobile app publishers. Custom Audiences can be used to find potential users both on Facebook and via consumers’ offline activities. Using email addresses, phone numbers, Facebook user IDs or mobile app user IDs to make the match, Custom Audiences lets you find the exact people you want to talk to and serve specific offers to them that match their customer profile.

In addition, the new Custom Audiences for Mobile Apps feature gives developers the ability to target specific audiences directly from the Facebook SDK without uploading external user data. This is beneficial for app developers that want to reach people that have taken specific actions within their app with ads almost immediately after they do so.

Custom Audience is particularly useful for publishers of apps that are targeted for niche consumer audiences, such as a language tutorial app. The publisher of such an app could use Custom Audiences to build a Facebook mobile app install ad campaign that targets potential users based on specific offline data, such as email addresses acquired from a third-party data provider. The app publisher could then test a variety of ads to specific user groups to see which performs best across specific data sets.

Lookalike Audiences

Facebook’s Lookalike Audiences, an offshoot of the aforementioned Custom Audiences ad solution, enables mobile app publishers to reach new users who are likely interested in their app because they are similar to a customer list already cultivated. This ad offering is crucial to finding and targeting the right app customer on Facebook.

Here’s an example of how Lookalike Audiences works from a mobile app publisher’s perspective: An app developer uploads to its Facebook account a list of users that purchased an app from it within the last five years. The app developer instructs Facebook to generate a list of users that display similar commonalities to those from its existing customer list. Facebook finds users that display overlapping interests and characteristics. This increases the likelihood that the app developer will be able to move users further down the sales funnel since the list has been built by Facebook around users that display similar commonalities and demographics to users that have already made a purchase with the app developer.

In short, Facebook does the hard work of finding and targeting the right audience for improved performance in customer acquisition.

Lookalike Audiences is good for new app installs, whereas Custom Audiences is best for user re-engagement, especially when launching a new app to a set of users that have previously purchased one of your apps.

Facebook has long been a friendly venue for mobile app publishers seeking new users. Now, with its new mobile ad network and more advanced ad targeting and performance solutions, it offers several methods for achieving higher performance from mobile app install ad campaigns. App developers that don’t effectively adopt these new advertising solutions will lose valuable information about the type of users they are targeting and the performance of their campaigns.

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Consumers Engage With Retailers On Facebook – Infosys Report

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infosysAn independent study conducted by Infosys has revealed that consumers engage with retailers on Facebook (38 percent) more than they do on the retailer websites (36 percent). It found that nine in ten consumers say how much they spend is impacted by their social media engagement with a brand. Besides the impact of social media on spend, the data based on interviews with 1,000 consumers and 50 retailers across the United States, also reveals how retailers are struggling to create the kind of consistent and personalized experience online and in stores that drives increased sales.

The report found that while women are twice as likely as men to be influenced by Pinterest; YouTube influences twice as many men as women. Nearly two-thirds of consumers said that consistency plays a role in their tendency to spend with a brand (63 percent). Around 34 percent consumers said that high consistency across a brand’s channels would mean a greater spend, while a lack of consistency results in a reduction in their spending (39 percent).

Around 59 percent of consumers who have experienced personalization believe it has a noticeable influence on their spending. Though 62 percent of retailers reported that they offer personalized offers in store, only 20 percent of consumers report seeing ‘in-store only’ personalized offers.

The report found that only about 39 percent of brands offer product recommendations based on customers’ previous purchases online, versus only 10 percent in-store. A minority (45 percent) have offers both online and in-store. 48 percent of organizations offer personalized offers / promotions based on customers’ previous purchases only online, just 3 percent do so only in-store. A minority (45 percent) have offers both online and in-store.

According to the report, 96 percent of consumers expect retailers to inform them of new products. Only 34 percent of retailers, however, can track consumer trends in real time, reducing their ability to rollout appropriate offers which can drive sales. The report found that lack of technology is the most common factor (38 percent) preventing retailers from creating a more integrated customer experience within their organization.

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Facebook has 56 million active monthly users in the Middle East and North Africa

Facebook

Facebook claims to have 56 million active monthly users in the Middle East and North Africa, with 28 million of them daily users of the social network.

The company, which has released data for the MENA region for the first time, said that the numbers reinforce the growing trend of mobile connectivity. In the region, 33 million people use phones or tablets to access Facebook every month, and more than 15 million visit daily.

To be sure, Internet penetration in the Middle East exceeds 40%, with about 90 million Internet users as of June last year, according to internetworldstats.com.

“The digital ad pie is still smaller than other parts of the world, no doubt, but it’s growing pretty fast,” said Jonathan Labin, Facebook’s head of MENA, Africa, and Pakistan.

“Most big companies and more and more small companies are using Facebook. It’s how you use it effectively to get the best business results where we need to work in the region.”

The food retailer Just Falafel is an example. It spent $300,000 to $400,000 on advertising on the social network. For its outlay, it made a 19-fold return on its investment to the tune of $9 million, according to Facebook.

UAE is far behind in comparison to the global spend, but it is growing. There are local clients who understand the power of the digital platform. However, most need educating and convincing to build their trust in this medium.”

Last year, Facebook started operations in the Middle East amid the growing use of social media tools — including Twitter, TripAdvisor, and LinkedIn  in the region.

It was reported this week that 80% of hotels in the region have gained directly from an increase in the use of social media and digital marketing this year.

“When it comes to competition, you never know where it comes from,” said Labin. “Facebook constantly wants to innovate, as competition can come from everywhere and we understand there will be competition. The key is that the pie is growing and the idea that one player needs to decrease because another player is rising isn’t necessarily so. We are seeing more usage of Instagram, but that doesn’t mean people are using Facebook less, the pie of time spent online is just growing overall.”

In the second quarter of this year, Facebook had nearly 700 million daily active users worldwide, including 182 million in Europe, 181 million in Asia, and 142 million in North America.

During that period, the company had more than 1.15 billion active monthly users. In addition, the number of mobile daily active users grew to 469 million from 425 million in the first quarter and 293 million in that quarter last year.

The growth in mobile usage of Facebook is reflected in the company’s earnings: Mobile revenues comprised 41% of total income in the second quarter of this year, up from nothing in the first six months of last year.

Total advertising revenue topped $1.5 billion in the second quarter of this year.

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Google Introduces Movie Making Feature on Google+

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googleOn Tuesday, Google introduced a new technology with which users can create polished movies, complete with music soundtracks, from collections of home videos and photos that they post on the Google+ social network. The feature automatically analyzes home videos that users take on their smartphones and have uploaded to Google+, automatically producing short movies. The technology combines the best clips of similar videos, adds music, and mixes in related photographs.

Other new features include incorporating SMS text messages into Google’s messaging service and new location-sharing capabilities.

According to Google, around 300 million users visit the Google+ web page every month, up from 190 million “in stream” users in May. The company noted that its users upload 1.5 billion photos to Google+ every week.

“We want to be more than just a lightweight sharing service. We want to be the archive of your life,” Google+ Vice President of Product Management Bradley Horowitz said on the sidelines of an event in San Francisco to announce the new features.

Google has rolled out a number of photo-centric features for Google+ this year, which take advantage of the company’s computing horsepower. On Tuesday, it showed a slew of new features that touch up snapshots with better lighting and focus, and even erase unwanted bystanders from pictures.

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Twitter Acquires Mobile Ad Exchange Platform MoPub

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twitterMicroblogging network Twitter has announced the acquisition of MoPub, a mobile-focused advertising exchange. MoPub’s technology lets mobile application publishers manage their inventory and optimize multiple sources of advertising — direct ads, house ads, ad network, and real-time bidding through the MoPub Marketplace — in a single product.

Announcing this acquitistion, the Twitter blog stated,”The two major trends in the ad world right now are the rapid consumer shift toward mobile usage, and the industry shift to programmatic buying. Twitter sits at the intersection of these, and we think by bringing MoPub’s technology and team to Twitter, we can further drive these trends for the benefit of consumers, advertisers, and agencies.”

It further added,”The MoPub team has built a leading mobile ad exchange, and their focus on providing transparency to advertisers and publishers aligns with our values. We’ll continue to invest in and improve their core business. In particular, we think there is a key opportunity to extend many types of native advertising across the mobile ecosystem through the MoPub exchange.”

Twitter plans to use MoPub’s technology to build real-time bidding into its ads platform and thus enable advertisers to easily automate and scale their buys.

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Twitter Introduces Updates On Its iPhone and Android apps, as well as Twitter.com

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twitterYesterday Twitter rolled out updates for its iPhone and Android apps, as well as Twitter.com, to make it easier for users to discover and follow conversations in their home timeline.

Announcing this, the blog stated,”From buzz about the VMAs to debates around upcoming football games, people come to Twitter to take part in these real-time, global, public conversations. To date, such exchanges haven’t always been easy to follow. With this in mind, we’ve now made it easier for you to see conversations as they’re taking place.”

Folowing this update, Tweets that are part of a conversation are shown in chronological order so it’s easier for users to follow along. Users will be able to see up to three Tweets in sequence in their home timeline. To see more, a users can tap a Tweet to see all the replies, including those from people they don’t follow. This new feature will be rolled out to everyone.

With this update, users can easily share conversations over email — irrespective of the fact whether their friends are on Twitter or not. On iPhone and Android, users can share individual Tweets over email, and on Android they can share via direct message (DM) as well.

Users can now report individual Tweets for abuse or spam directly from Twitter for Android and Twitter.com. This feature will be rolling out gradually; it’s already available on Twitter for iPhone.

This update aims to improve the Twitter for Android experience on entry-level Android smartphones with limited storage, such as the Samsung Galaxy Y, HTC Explorer, Micromax Bolt, etc. For these devices, the Twitter app is now less than half the previous size, making it much faster to download and easier to install.

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You can now Run Contests on your Facebook Page. FB just updated its Page Terms

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FacebookFacebook just updated its Page Terms! You can now run CONTESTS on your Page without a third party app!! This is huge news! Wow. Thousands of companies were already running contests on their Pages that didn’t comply with the 3rd party rule. Now, they will be compliant!

You can now run promotions (contests, sweepstakes, competitions or drawings) on your PAGE wall and/or via a third party app on Facebook. Pages can:
* collect entries via users (fans and non-fans) posting on the Page wall
* collect entries by users commenting or liking on a Page post
* collect entries by having users message the Page
* collect votes via likes (new fans, post likes)

This is all great news for increasing ENGAGEMENT! Plus, with the message feature, companies can open up more dialogs with prospects via the Message feature.

There is just one small rule Pages need to comply with now and it’s around accurate tagging. Pages cannot:
*ask users to tag themselves in any images in order to enter contests. (Facebook wants us to use photo tags for when we’re actually in the photo/image. Makes sense.)

See the official announcement here: https://www.facebook.com/facebookforbusiness/news/page-promotions-terms

From a Facebook spokesperson via AllFacebook.com:
“This capability makes it even easier for smaller businesses to help build awareness for a new product, promote the opening of a new location, sell inventory, or advance other business objectives. Say, for instance, a local pizza parlor wants to give away free pizza for a month to the 100th person to like its post. Now the business can do this right on its page (and increase awareness of the post via promoted posts) without needing to work with a third-party to build an app.”
http://allfacebook.com/updated-promotions-guidelines_b124179

Please do share this exciting news with your friends and fans!

Will you be more likely to run contests on your Page now?

By Mari Smith on her Facebook Status

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LinkedIn Introduces New Look For Its Groups

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linkedin logoFollowing the launch of University Pages, LinkedIn has introduced a new look to one of its popular products- LinkedIn Groups.  The new streamlined look aims to enable Group managers and Group members to customize and visually differentiate their conversation space.

LinkedIn has more than 2 million Groups created around almost every topic imaginable — from entrepreneurship, philanthropy and careers to social and digital marketing. These communities have become places where the Group members exchange and share their experiences, business knowledge, interests and ideas with other like-minded professionals daily. According to LinkedIn, more than 200 conversations happening each minute across LinkedIn Groups and more than 8,000 Groups created each week.

linkedin group

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LinkedIn Launches University Pages

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linkedin logoRecently LinkedIn announced the launch of University Pages to help students at every critical milestone from campus to fulfilling, successful careers.

The University Pages feature will provide regular updates about campus news and activities from the schools themselves, thus providing a platform to ask questions, and engage with both the campus community and alumni of schools. Users can explore the careers of graduates to see which schools are best for them, can connect with students or alumni for their perspectives on the school.

Using this feature, users can explore what the alumni have achieved – be it the skills they’ve acquired; the work they are doing currently or the diverse professional paths they’ve taken . This feature aims to act as a platform through which users can connect with current and future classmates.

The University Pages feature will be available for High School students from September 12th. INSEAD, New York University, University of California San Diego, Fundação Getúlio Vargas, University of Michigan, Villanova, Rochester Institute of Technology, University of Illinois are among the 200 universities who have adopted their pages. Over the next few weeks, thousands more schools will be given access to their University Pages.

NYU-University-Page

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LocalCircles to Connect 50 Delhi Neighborhoods Free of Cost Through Delhi Government's Bhagidari RWA Program

localcirclesCommunity based social network LocalCircles has announced that its patent pending – real identity based online local network – will be available free of cost to the first 50 Resident Welfare Associations (RWAs) that are currently enrolled in Government of Delhi’s Bhagidari RWA program. Launched by the Chief Minister of Delhi, Sheila Dikshit in March this year, LocalCircles has already made the platform available to over 75 different neighborhoods in Delhi/NCR.

This local network designed to easily link up residents of a particular neighborhood/s and their respective Resident Welfare Association/s, enables all members of that neighborhood to stay in touch through internet and smart phones – at all times. Such connectivity is particularly useful in case of an emergency situation (e.g. safety, fire, medical, outages etc.) or when there is a need to address any pressing or common neighborhood issues.

Sachin Taparia, Chairman and Managing Director of LocalCircles said,”From issues such as addressing dog menace, to easily finding emergency ENT assistance within minutes in the neighborhood, to residents discussing ideas to making the neighborhood more secure, citizens of Delhi/NCR are already using the platform in many unique ways.

Some Key Highlights are:

  • Connecting residents and RWA members in Delhi/NCR Neighborhood through internet and smart phones.
  • Makes managing a neighborhood easy.
  • Enables residents to quickly seek daily life information and emergency assistance from each other.
  • 50 RWAs of the Delhi Bhagidari RWA program to get this technology free of cost.

LocalCircles will be accepting sign-ups for the Bhagidari Resident Welfare Associations under its free program at the e-SLA camps organized by the Government of Delhi on June 30th, July 7th and July 14th or via email.

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