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

infosys

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

Facebook

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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Facebook Now Has One Million Active Advertisers

facebookOn Tuesday popular social network Facebook announced that its now has 1 million active advertisers globally who used the platform in the last 28 days. A vast majority of those advertisers consists of small business owners.

Dan Levy, Facebook director of small business commented,”Most small business owners start off as Facebook users, then migrate to become page owners, and from there migrate to become advertisers.”

Advertising accounts for 85 percent of Facebook’s revenue – which also includes dollars from the world’s largest brands and advertising agencies. But the company is trying to spark its ad growth following a sharp slowdown last year.

Last quarter, Facebook reported first-quarter revenue of $1.46 billion. Advertising revenue rose 43 percent, the fastest growth rate since the end of 2011.

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Komli Media Integrates Facebook Exchange (FBX) Into Its Proprietary ATOM Platform

komliOn Tuesday, Komli Media announced that it has integrated Facebook’s RTB (Real-Time-bidding) platform – Facebook Exchange (FBX) into its proprietary ATOM platform, making it one of the first companies in the Asia Pacific region to have done so. This integration allows its performance advertising solution (Komli ROI) to reach one of the largest audiences on the web and further strengthens Komli’s position as one of the largest digital platforms in APAC. Komli’s FBX integration is in addition to its existing RTB partners including Google Adx, PubMatic and Rubicon among others, giving it access to over 2.5B daily impressions. These supply side integrations coupled with Komli’s own publisher base of thousands of websites, provide marketers with unparalleled reach across Komli’s key markets of India, Southeast Asia, and Australia/New Zealand.

Re-targeting allows marketers to reach users who have shown interest in their brand or product. Now for the first time Komli ROI, with FBX integration, allows marketers to run retargeting campaigns in a highly engaging and brand safe environment. The FBX integration also allows marketers the opportunity to leverage their own data about their users as well as Komli’s large audience segments (women, sport enthusiasts, etc) to reach specific audience groups to drive higher ROI.

Rahul Bhargava, Vice President & Head-Products, Komli Media said,”The FBX integration enhances our core strength in ‘performance’ advertising for display media. With Komli- FBX integration platform now multiplying opportunities through Facebook RTB inventory, we are confident that marketers will now see greater value with Komli’s retargeting and audience segmentation technology for their campaigns.”

“We are thrilled about the FBX integration into Komli’s ATOM platform as we aim to introduce better business opportunities through innovative technologies for marketers in India and APAC region as a whole. Komli has already started working with a select set of marketers across Auto, eCommerce and FMCG and we are seeing strong interest from them in our retargeting solution. This integration combined with our ability to offer transparent audience segmentation to marketers puts us at the leading edge of performance marketing in APAC”, said Prashant Mehta, CEO, Komli Media.

 

[Source: Business Wire India]

 

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US National Association of Attorneys General (NAAG) Teams Facebook To Launch Online Safety Campaign

facebookThe US National Association of Attorneys General (NAAG) has teamed up with popular social networking site Facebook to launch a new consumer education programme designed to provide teens and their parents with tools and tips to manage their privacy and visibility both on Facebook and more broadly on the internet.

Announcing this, AAG president and Maryland Attorney General Douglas F. Gansler said,”Teenagers and adults should know there are tools to help protect their online privacy when they go on Facebook and other digital platforms. We hope this campaign will encourage consumers to closely manage their privacy and these tools and tips will help provide a safer online experience. Of course, attorneys general will continue to actively protect consumers’ online privacy as well.”

Commenting on this,Facebook COO Sheryl Sandberg said, “At Facebook, we work hard to make sure people understand how to control their information and stay safe online. We’re always looking for new partners in that endeavor – that’s why we’re thrilled to collaborate with the National Association of Attorneys General. We’re grateful for Maryland Attorney General Doug Gansler’s leadership on this issue, and we look forward to working with him and attorneys general around the country. Together, we hope to ensure that young people make safe, smart, and responsible choices online.”

Under this programme, State-specific public service announcements (PSA) with 19 attorneys general and Facebook Chief Operating Officer Sheryl Sandberg are being distributed. “What you Can Do to Control Your Information” introduces an Internet safety video answering top questions about privacy, bullying prevention and overall Internet safety. The PSA, video and a privacy tip sheet will be shared with consumers on Facebook, and on participating attorneys general Facebook pages and office websites.

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Facebook Introduces 'Chat Heads' Feature In iOS Update

facebookFacebook has introduced a new feature called ‘Chat Heads’ with its update to the Facebook app for iPhone and iPad. With the Chat Head feature, users can keep chatting even when they’re doing other stuff on Facebook, like checking their News Feed. Users can tap chat heads to reply, drag them around, or flick them down to close.

Users can tap the smiley to add stickers to their messages. Users have to just tap the basket to get more stickers in the Sticker Store.

Chat heads is part of a broader integration that Facebook is doing with a new Home app on some phones running Google’s Android operating system.

The company stated:”This update to Facebook for iOS will be available later today in the App Store. Chat heads and stickers on the Facebook app for iPhone will roll out fully over the next few weeks.”

facebook chat heads

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Social Media Users to Impact The next General Elections – IAMAI

Social-Media-CollageAccording to a joint study “Social Media & Lok Sabha Elections”, by IAMAI and IRIS Knowledge Foundation, there are 160 High Impact Constituencies out of the total of 543 constituencies, which will likely be influenced by social media during the next general elections.

The report also revealed that there are a total of 67 constituencies, which has been identified as Medium Impact constituencies, while the rest of the constituencies have been identified as Low Impact Constituencies or No impact constituencies. The corresponding numbers are 60 out of 543 in the Low Impact category and the remaining 256 out of 543 as being in the No Impact Category. Maharashtra has the most High Impact Constituencies (21), followed by Gujarat (17).

As per the report, the High Impact Constituencies are those where the numbers of Facebook users are more than the margin of victory of the winner in the last Lok Sabha election, or where Facebook users account for over 10% of the voting population.

The report identified 67 out of the 543 constituencies as Medium Impact constituencies. The Medium Impact constituencies are those where it has been assumed that a Facebook user can influence one other voter who may not be on Facebook. Constituencies where the total number of Facebook users is in excess of 5% of the voting population.

According to the report, the rest of the constituencies have been identified as Low Impact Constituencies or No impact constituencies. The corresponding numbers are 60 out of 543 in the Low Impact category and the remaining 256 out of 543 as being in the No Impact Category.

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Live Q&A with the Facebook mobile app install ads product team

Facebook’s Mobile app install team is organizing a  Live Q&A with the Product managers  on April 17, 2013 at 10 am PST  i.e  10.30PM Indian Standard Time. They will talk about new features and best practices in using the product.

You will get a chance to ask questions Live.

fb Live Q&A

 

 

 

 

 

 

Click here to Register

 

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