Crossroads Report: Options for View Tagging on Facebook

Facebook View Tags

Facebook’s quest to give advertisers all the tools they need to be successful continues.

As the social advertising landscape continues to mature and increase in complexity, what exactly advertisers need to succeed is changing. Near the top of that list (if not at the top) is measurement solutions. In fact, a study syndicated by eMarketer found that 80% of respondents said that they increased their efforts pertaining to marketing performance measurement in 2017.

With the need for measurement solutions clear, Facebook is rolling out a series of updates to its measurement partnerships and view tags—the latter of which advertisers can use to verify impressions and measure ads on Facebook.

As part of Facebook’s efforts to examine its systems and protect people’s privacy, it’s updating the way view tags work on its platform. Helping Facebook advertisers since 2012, View tags help measure and verify ad impressions on desktop and mobile browsers. Since Facebook designed view tags to measure ads on desktop, they don’t work as well for ads on mobile.

Facebook will work with a more focused set of view tag providers, including Nielsen and comScore, and allow them to count impressions for verification purposes. That said, view tags can no longer be used for measurement purposes beyond counting. To get a better understanding of ad effectiveness beyond view tags, Facebook recommends working with approved Facebook measurement partners.

These changes are applied to new campaigns. Campaigns running before July 1 will see the updated view tags on October 1. Is your Facebook advertising strategy prepared for this change?

In this Crossroads Report: Options for View Tagging on Facebook, Brand Networks offers expert insight on everything you need to know about Facebook’s change and how it will impact your advertising strategy on the platform.

Specifically, you’ll learn:  

-If Facebook’s update will impact your strategy on the platform.

-What implications, if any, you’ll face by the update.

-How you can navigate the update and what options you have.

Ready to learn about the view tags update?
Download the Crossroads Report now.

 

Mayor Warren Celebrates Brand Networks’ New Office in Downtown Rochester

New Brand Networks office Rochester NY

Rochester, NY—Thursday, July 26, 2018—Mayor Lovely A. Warren was joined by Brand Networks CEO Dave Fall to celebrate the official opening of Brand Networks’ new office, located in Tower 280. The company is a leader in social and digital advertising technology.

“Brand Networks’ decision to open their new office in our Center City is further proof that our efforts to create more jobs, safer and more vibrant neighborhoods and better educational opportunities are working,” Mayor Warren said. “Brand Networks is exactly the kind of company we want Downtown — young, adaptive, innovative and thriving in 21st Century industries. It is my honor to welcome them Downtown and to our reimagined Midtown Commons.”

Brand Networks, jointly founded in Rochester and Boston, has been a part of the Rochester community since 2006. Brand Networks’ Rochester office, now located in Tower 280, is the company’s largest, employing 55 of the company’s 200 global employees. It is also the location where all of its software is built. They expect to add an additional 20 jobs in the coming years in their marketing, engineering, human resources and business operations, taking advantage of Rochester’s highly skilled workforce.

“We have been providing social and digital marketing solutions to large brands and agencies for 12 years, and have reinvented ourselves many times over that period. This year alone, we launched a new software platform and took on dozens of new employees and a new division through our strategic partnership with Tapad. This year has marked a new era for our company and having a new space reflects that mindset,” said Dave Fall, CEO of Brand Networks. “As the city of Rochester continues to attract talent from local universities and across the Northeast, it is quickly becoming a bustling tech hub, and we are very excited to be part of the growing tech and creative community in midtown Rochester.”

Following the acquisition of direct competitors Optimal in 2013 and SHIFT in 2015, along with a strategic partnership with Tapad earlier this year, Brand Networks has transitioned many functions throughout the company to its growing Rochester location.

A leader in social and digital advertising technology, Brand Networks offers advertising optimization and insights combining paid social media, programmatic display and video. Brand Networks delivers award-winning adtech and managed media services to hundreds of enterprise customers, including 81 of the AdAge 100 Leading National Advertisers and 14 of the 25 of top US companies as ranked in the Fortune 500. Last year, the company was named one of just two Leaders among hundreds of competitors by Forrester in the Forrester Wave™: Social Advertising Technology, Q3 2017. To learn more about open positions at Brand Networks Rochester, visit https://bn.co/careers/.

Crossroads Report: Options for View Tagging on Facebook

Facebook View Tags

Facebook’s updating the way view tags work with Facebook-owned inventory.  Effective immediately for new campaigns, and October 1 for active campaigns, Facebook will be working with a more focused list of view tag providers, including Nielsen and comScore. 

In addition to the shortened list of approved providers, Facebook is also restricting what view tags can do.  

In this Crossroads Report, you’ll learn:

-If your Facebook advertising strategy will be impacted by the update.

-What implications, if any, you will face.

-How you can navigate the update and what options are presented to you. 

Why Connected TV Needs A Proper Home

In this article written by Paul Sluberski of Brand Networks,  he touches on the rise of Connected TV (CTV) and how it’s ushering in a new, yet complicated form of digital advertising.

In the piece, Sluberski raises three important questions about the inner workings of advertising departments that will need to shift to give CTV a home.

Ready to get your organization ready for CTV advertising?
Check out this five-minute read

How to Leverage Twitter During Live Events Like Wimbledon

Last week, over one million people from around the world tuned in to watch Wimbledon on Twitter.

Wimbledon: Available to You, Everywhere

The All England Club teamed up with Twitter to live-stream The 2018 Wimbledon Championships making it the third year in a row that Twitter live-streamed the tournament—a demonstration of its commitment to real-time content.

Twitter’s live-stream of Wimbledon was available globally (excluding Austria, Germany, Italy, and Spain) via wimbledon.twitter.com and @Wimbledon. News, interviews, behind-the-scenes content (such as the Champions’ Dinner), and select action was live-streamed each day of the tournament, allowing fans to interact in real-time with thousands of like-mind individuals from around the world.

This Twitter-Wimbledon partnership shouldn’t come as a surprise. Wimbledon is one of the most heavily talked about sporting events of the year due to its ability to attract celebrities and a global news access audience estimated at over 1 billion people. Twitter is the place people get together online to talk about moments, and Wimbledon more than qualifies.

Here’s the message to advertisers: Leveraging popular events with strong viewership, like Wimbledon, makes sense and can help you reach a meaningful and engaged audience.

Here are three ways you can utilize Twitter to drive brand awareness and engagement:

Leverage the Power of Hashtag-Triggered Emojis

Live-Tweeting can be a powerful tool you can use to take your social presence to the next level. But, live-Tweeting isn’t always enough. Wimbledon took full advantage of this during the tournament by adding a strawberry (commemorating strawberries and cream, a popular dish at the tournament) to its event hashtag.

Something to capitalize on while live-Tweeting is making the most of Twitter’s hashtag-triggered emojis. Anytime the event-specific hashtag is used, it unlocks access to the emoji that goes with it. Using this “Easter egg” further incentivizes fans to Tweet with the hashtag, and engage with the topical content.

Why use a hashtag-triggered emoji? It’s simple and speaks directly to human nature. The use of emojis has been proven to elicit warm and fuzzy feelings toward brands that use them.

Teaming up with Twitter to develop a custom-branded emoji that’s triggered when a specific hashtag is used has the ability to supercharge a brand’s advertising efforts. While scrolling through a timeline filled with hundreds of Tweets, it’s important to make sure that your content stands out and grabs the attention of your target audience. With 80% of Twitter users discovering and using new emojis, why not use a hashtag-triggered emoji?

Market in Real-Time with Twitter Moments

The opportunity to impact audiences during live moments on Twitter has never been greater. Twitter Moments are curated stories about what’s happening around the world—they’re inherently powered by Tweets.

What makes them great is that anyone can create a Moment. The Moment creates a destination for conversation; it tells compelling stories without being handcuffed by the 140 character limit.

When should you leverage Twitter Moments? Twitter offers several types of Moments, each positioned strategically to fit your needs. You can promote specific messages or an inspirational storyline, create fun round-ups, promote company news, recap an event, or showcase positive customer stories and feedback.

An effective way to increase connections and engagement among your audience is to highlight relevant content on your platform. Moments allow brands to do that by giving the author the ability to showcase Tweets of their choice. This creates a deeper level of connection since promoting user-generated content shows your brand listens to its customers and cares about their content. By sharing, your brand will build customer relationships and generate loyal customers.

Leverage Twitter Live Video to Amplify Your Event

Throughout the year, 45 million viewers watched 800 hours of live video, bringing the number up by 31% from the previous year.

Unlike other video app and streaming services, Twitter doesn’t require a cable TV subscription or an account, which allows users to easily access videos. With this being said, demographics might be limited. Research is showing that millennials and younger watch most video on mobile devices—commonly using it as a “second screen” to comment on live moments.

In turn, audiences are becoming harder to capture due to the decline of cable TV. According to eMarketer, 3.6 million people that currently pay for cable TV will stop paying for it by 2019. In turn, you may find it increasingly difficult to gain maximum return on investment on cable TV. So, you’re likely hunting for new ways to engage your target audiences. Twitter’s Amplify Publisher Program is an ideal outlet for this type of advertising.

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Twitter is a powerful social platform for companies to promote their brands during events in real time. With all the features that Twitter has to offer, there is something for each company to be successful.

 

A Refreshed User Interface Enhances Advertising Experiences Inside Iris by Brand Networks

New Iris UI

On the heels of introducing Iris by Brand Networks (formerly the Brand Networks Platform), which offers brands and advertisers a cross-channel suite of additive software solutions, Brand Networks is excited to unveil a new User Interface (UI) that unifies the style and aesthetic of the application.

Reducing Friction with Consistent Account Selection

For those familiar with the process required to select an Account in Monitor, our cross-platform monitoring solution, they’ll be pleased to see that the same process is now supported throughout Iris. Of note, the Account selector, which you can see in the image below, is supported by our flagship solutions, Optimize Now and Open Signals, to provide an efficient and intuitive way for users to guide themselves through (potentially) a myriad of accounts for different digital channels.

Condensed, Refocused Navigation

In the fast-paced world of digital where consumers are shopping in increasingly fragmented ways, digital advertising activities, like cross-platform monitoring and optimization, can’t be placed in higher esteem. As Brand Networks’ further commits itself to these digital advertising activities, it also made sense to transform the way we approach navigation inside Iris.

In response, we’ve redesigned the navigation to better align with user workflows and broader company vision. There are now only 4 main navigation items: Monitor, Automate (which houses Optimize Now and Open Signals), Analyze, and Tools. Optimize Now and Open Signals are also now directly accessible via the top navigation, versus having to load Optimize Now first. By giving more prominence and easier access to the tools our users frequent the most, we aim to make navigating Iris simpler and more direct.

Fewer Modals; More Real Estate

To keep the core of Iris at the forefront of the user experience, we’re replaced the previous modal-based workflows, which are prone to suffer from too many UI options/workflows crammed into a small window, with full-screen views. At a high-level, this new approach reduces the cognitive load and visual clutter users currently experience in modal based workflows, while also breaking out of a windowed view to allow for increased real-estate. Similar to modals, these full-screen views sit on top of the user’s current workflow, so no context switching or page reloading is necessary.

Technological Enhancements a Value-Add for Users

In tandem with the release of the refreshed UI, we’ve updated the underlying technology that powers Iris to create an environment that enables us to effectively and efficiently implement new features and capabilities inside Iris, allowing us to respond to user needs in a more agile and effective way. More specifically, as part of an ongoing process of assessing page performance, we’ve made significant improvements to our caching strategy, which will lead to a much faster Iris user experience for all.

While this release focuses on a lot of visible aspects for our users, it’s quite often the fact that most of the changes are happening under the hood without a lot of flashiness. These changes are as important, however, as they may enable new capabilities, expand existing ones, improve user experience, and enhance security.

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As more businesses require efficient means to manage their online advertising initiatives, the importance for adtech providers, like Brand Networks, to provide simple straight-forward workflows will continue to grow. To this end, Brand Networks continues to evolve our adtech solutions to meet the needs of today’s ever-evolving digital advertisers.

How Instagram Is Gearing Up for the Modern Shopper

As Instagram’s user base continues to grow—800 million monthly active users according to recent figures—the ecommerce-centric social advertising offerings the platform is implementing are moving forward in tandem. Of note, In-App Payment, Shopping Tags, and an updated Explore layout are all aiming to make shopping on Instagram a more effective and efficient activity.

In turn, the gap between seeing merchandise on Instagram and buying it is narrowing. If Instagram remains a natural hub for consumers, we don’t expect to see innovation on this front slowing down.

In-App Payment Enhances Buyabiliy on Instagram

A group of select Instagram users now can utilize a payment feature where credit or debit card information is stored for purchases within the app. The initial focus will be on service-oriented business.

Source: Instagram

One brand jumping into this offering is Fandango. Today, its Instagram profile has ticket-purchasing functionality integrated for more than 30,000 theatres, along with the ability to shop for movie-specific merchandise.

Along the same lines, a handful of third-party integrations, including EventBrite, StyleSeat, Mindbody, and Resy, will begin to allow Instagram users to book appointments at spas and restaurants. This features may lend an especially useful hand if you’re positioned to take advantage of the decreasing time to buy, i.e., impulse buying, which continues to play a key role in how and where consumers make purchases. According to a study by Slickdeals.net, yearly totals from spontaneous shopping behaviors could top $5,000 for the average U.S. consumer. To no surprise, the majority of spur-of-the-moment spending goes toward food.   

Shopping Tags Give Purchasing Power to a Single Finger

To boost product discovery, Instagram launched Shopping Tags in November 2016. Continuing this trend, Instagram continues to roll out this organic feature to more businesses.

Instagram Shopping Tags
Source: SocialMediaToday

When enabled, users will see a ‘tap to view products’ tag seamlessly incorporated into the product images of product-driven merchants. When tapped, the tag provides additional details about product and price, allowing users to get pertinent information related to the product quickly.

For interested parties, Shopping Tags currently redirect users to the corresponding web page on the merchant’s site. As Shopping Tags evolve, we anticipate this to evolve as well, especially as In-App Payments take hold as a viable way to drive social commerce.

Updated Explore Layout Helps More Brands Get Discovered

The most noticeable change related to Explore’s layout is likely the personalized nature of each user’s feed.

With topic channels listed across the top of the screen in tandem with related hashtags associated to an individual’s interests, the update to Explore aligns well with Instagram’s focus on ecommerce as it gives users a seamless way to browse of branded content they may not already be following.

Additionally, these changes to the Explore section, specifically the addition of related hashtags, should play an increasing role in informing your Instagram strategy by paving the way for added visibility into hashtags people are using about different products.

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There’s no denying that Instagram is an ideal environment when online sales and return on ad spend (ROAS) are your goal. In-App Payments, Shopping Tags, and an Update to Explore, all offer you additional resources and methods to test. As each feature matures, and consumers continue to see their benefits, you’ll be better equipped to tie your Instagram advertising efforts to sales.

On-Demand Podcast: Artificial Intelligence

AI Podcast

Some business leaders worry that artificial intelligence (AI) may pose a viable threat to the way you work. While super-intelligence, like technology being developed by IBM, certainly has the potential to alter the way you approach your work, it’s hard to imagine a scenario that would render humans completely obsolete—at least anytime soon. 

Today, it’s important to think of AI as another tool in your arsenal. The reality is that you have a lot to gain if leveraged correctly. For example, opening the door for AI can make room for you to focus on higher-order advertising activities, like campaign strategy.

In this episode of “Behind the Numbers,” Brand Networks VP of Marketing, Kyle Psaty, sits down with eMarketer to outline what the future may hold as it pertains to AI. 

3 Reasons Your ‘Omnichannel’ Marketing Isn’t Really Omnichannel (Yet)

Omnichannel Marketing

This article by Brand Networks VP of Marketing, Kyle Psaty expands on ideas originally presented on MediaPost.

Industry professionals at brands like The Home Depot and McDonald’s talk about omnichannel marketing as the end goal for all modern marketing strategies. At the same time, there’s a lot of confusion about what “omnichannel” marketing really means and how it’s used in practice.

I’ve seen marketers attempt to execute true “omnichannel” strategies for some time, but it’s clear to me that the omnichannel vision remains loosely defined and largely unattainable (for now, at least).

Before turning omnichannel marketing into reality, there are three major obstacles that marketers need to overcome:

Structure & Process

A big challenge for marketing teams is transparency. Most are functionally oriented and continue to operate in silos. Social teams gain insights from Facebook or Twitter, and use that data to inform future campaigns on those platforms. Meanwhile, the email team is looking at metrics provided by its ESP to improve performance, and the display team is reviewing its own dashboard to determine its next ad buy. Teams share topline insights and post-campaign takeaways—but in many cases, that’s where the sharing stops.

Omnichannel marketing teams need more than weekly check-ins to share actionable insights. In order to orient campaigns around individual consumers and more granular targeting segments, all facets of your marketing strategy have to be integrated. Each and every team under the marketing umbrella needs to be in constant contact, sharing insights, and maybe even audience segments from the DMP or CDP as they go.

Budget Fluidity

Similarly, the strategic and flexible use of marketing dollars is a structural roadblock with steep consequences. Once a specific team is allocated a specific budget, that number often doesn’t fluctuate — regardless of current events or changes in consumer behavior. Once you allocate $100 million to TV advertising, there’s no going back.

Brands need the flexibility to shift their budget between channels and strategies at the drop of a dime. Without this financial fluidity, teams will continue to face an uphill battle to truly implement an omnichannel strategy.

DataWizardry

Another challenge for marketers in their omnichannel efforts is determining how to use data without being creepy. Brands have access to more data than ever, but how to effectively gather, analyze, and use it (for good instead of evil) remains a struggle.

Customer data is often spread out across various spreadsheets and programs. Without a centralized place to house this data, how can a display campaign adjust based on insights gleaned from Facebook? How can personalized Instagram ads shift based on activity happening on Pinterest? Even further, a true omnichannel strategy means every touchpoint with a customer is highly personalized. This requires that data be compiled and analyzed from all active campaigns holistically. This is extremely challenging to pull off, and has yet to be mastered by any major brand to date.

A Challenge Within Reach

Though an omnichannel reality may not be possible today, it isn’t a lost cause.

One way that brands are making moves to overcome these challenges is with so-called centers of excellence within marketing departments. This team of marketers focuses on gathering data and sharing insights and audiences across the department. This practice is just taking off, and it’s a good starting point for overcoming current roadblocks limiting omnichannel capabilities.

Over the years, the marketing industry has taken dozens of twists and turns, and each challenge has been bested, one way or another. As long as we recognize the roadblocks in front of us, and accept that the mecca of customer experience is still ahead, I have high hopes for an omnichannel future.

On-Demand Webinar: Omnichannel Advertising

The world has moved beyond channel-based strategies that focus on display, video, mobile, social, etc. In an era of empowered consumers interacting with brands in increasingly diverse and fragmented ways, it’s time for marketers to make omnichannel a reality in order to create a personalized and cohesive experience for their consumers.

Join guest speaker Joanna O’Connell, Vice President and Principal Analyst at Forrester, and Kyle Psaty, Vice President of Marketing at Brand Networks, as they look at the what omnichannel marketing really means in an advertising context.

Brand Networks Creative Receives Prestigious 2018 Communicator Award

Brand Networks Communicator Award

In the ever-evolving world of marketing and advertising, there is one thing that remains consistent: the need for strong digital communication strategies. Engaging audiences and providing a rich storytelling experience while driving overall performance is crucial to a great campaign. And now more than ever, campaigns need to be designed to do this across mobile, tablet, and desktop devices.

Brand Networks Creative, a team formerly from Tapad, has always been passionate about delivering strategies to meet that need, and I’m extremely proud of the team’s recent recognition by the 24th Annual Communicator Awards. We took home an Award of Distinction for Marketing Effectiveness for our recent work with Acura. With entries received from across the U.S. and around the world, the Communicator Awards is one of the largest and most competitive awards program honoring creative excellence for communications and marketing professionals.

So how did we achieve this prestigious recognition?

The premise behind the Acura campaign was two-fold: create a visually compelling storytelling experience and cohesive, cross-device strategy that would engage audiences looking to buy a new car, and raise awareness of Acura’s 2018 TLX model.

A person’s journey to purchase a new car can include as many as 900 digital interactions over a three-month period. As many as 70% of those interactions occur on a mobile device, with 35% of conversions happening on a different device from where they began.

With this knowledge, we leveraged Acura’s original creative assets to generate a suite of engaging ad units tailored for every device, each of which contained a strong call to action.

For mobile and tablet devices, these units included:

Brand Networks’ proprietary Orientation Responsive Video Plus, which allows full-screen video playback in both vertical and standard formats to dynamically match the orientation of the viewer’s device.

The Cube, a high-performing, yet cost-effective 4-sided interactive display banner.

Vertical Video Units, which allow the viewer to watch an ad in a hand-held state on mobile and tablet, driving high Video Completion Rates.

For desktop, we created Expandable Banners with 4 action-packed videos, which included an interactive 360º view, allowing potential buyers to virtually explore the features of the TLX. We also created a car dealership locator, which dynamically populated directions to the user’s closest dealership based on their location.

The campaign was a huge success, with a traffic rate of .24%, which was nearly double the benchmark set by Acura. The custom video and vertical video units also outperformed standard pre-roll CTR benchmarks by 400%.

These are the types of results that can be achieved through a cohesive cross-device strategy. Our team at Brand Networks is committed to creating strategic marketing campaigns, and we are excited to continue helping brands effectively deliver their message across all devices.

My sincere congratulations to the team for this achievement. You all do outstanding work!  and I look forward to many more future success stories!

The Evolving Role of the Media Buyer: How AI Can Help

This article by Brand Networks CEO Dave Fall expands on ideas originally presented on MarTech Advisor.

The role of the media buyer – and the ways in which artificial intelligence (AI) can help evolve that role – is always top of mind with our team at Brand Networks. In fact, that was a large motivator behind launching Iris by Brand Networks earlier this year, which brings intelligent automation to media buying on social.  

I’m a big believer in the power of AI, and recently contributed an article to MarTech Advisor around this topic, entitled “The Benefits of Giving Your Media Buyers a Break.” In the article, I discussed how I believe AI will impact our industry moving forward and my vision for what is possible down the road. And while I’m excited for what the future holds, I also know significant advancements are already being made.  

As AI becomes more and more integrated into the role of the social advertising media buyer, there are five key aspects of the job that are already being impacted in a positive way:

Ad waste minimized: Media buyers can put thousands of dollars into campaigns, only to find that just a fraction of that money was used to place ads in front of an interested and engaged audience. This is referred to as “ad waste,” and the best way to avoid it is by optimizing campaigns several times a day. Done manually, optimization is a time-consuming task with plenty of room for error. But with the help of AI, this process can happen automatically, dozens of times a day, cutting down significantly on wasted ad dollars.

Pacing monitored and controlled: Pacing ad spend effectively is yet another tedious undertaking that’s crucial to the success of an ad campaign. Keeping tabs on how quickly you’re spending money, whether its $5K or $100K, requires constant attention. AI can help here as well. By keeping tabs on how fast your ad dollars are spent, AI has shown to reduce the risk of overspend by 50 percent, and provide a 14 percent better chance of spending earmarked budget in full.

Time saved: With AI at their disposal, media buyers are able to focus more time on strategy, and think critically about how best to achieve business goals. Rather than spend their days concentrating on rote calculations and campaign maintenance, they can address higher-level questions, such as, “How can we get users to interact with our product?” or, “Are we targeting the right audience?” With more time on their hands, media buyers have the bandwidth to move the needle for brands in a way that’s more impactful.

Control improved: Social advertisers have long maintained a tight grip on campaign settings like bids, budgets, campaign start and end dates, and targeting specifications. But these low-level performance controls don’t offer great control over things like a campaign’s overall investment strategy. For example, should the budget be applied to achieve a single objective, say, video views, or multiple goals, like video views and website conversions? AI can be given complex instructions about topics like this and execute flawlessly.

Learning curve reduced: Media buyers tend to specialize in delivering campaigns on a specific channel, say, Facebook or Snapchat. The differences between each ecosystem are not insignificant. However, AI effectively lowers the learning curve by accounting for subtle differences in the way delivery or bidding systems function. AI reduces the need for users to understand every nuance on each channel by creating a smarter user interface. This, in turn, reduces what’s required to master each channel independently.  

Our team at Brand Networks is passionate about continuing to find solutions to make the role of the media buyer more strategic and the work more streamlined, and we’re continuing to make advancements. Over time, I believe the daily challenges and limitations that media buyers face will diminish, and the role of the media buyer will be elevated from where it is today. As I noted in MarTech Advisor, “as more brands start to recognize the value in using AI to make media buyers’ jobs more strategic and enjoyable, their advertising goals will become easier to hit and performance will be stronger than ever.”

eMarketer Roundup: Social Media & AI

Did you know that 34% of marketers surveyed worldwide by web presence and SEO company Conductor said they felt most unprepared to deal with AI in 2018—the highest rate of any technology mentioned, which included virtual/augmented reality?

A lack of understanding is playing a powerful role in this uncertainty. Brands and agencies are asking themselves: What exactly is AI capable in the context of social advertising? What’s the difference between AI technologies like machine learning, deep learning, etc.? 

In the eMarketer Roundup presented by Brand Networks, you’ll learn:

– What social media marketers are up against, and how AI can help. 

– Who, if any, are calling themselves experts on Artificial Intelligence. 

– If consumers will accept AI-powered advertising. 

On-Demand Webinar: Snap ’til You Drop

Wondering how today’s leading commerce and retail advertisers are taking advantage of Snapchat’s advertising solutions to drive sales? If you answered yes, you aren’t alone. With the average Daily Active User spending over 30 minutes per day inside the mobile app, and 3 billion filters, one of Snapchat’s most popular advertising offerings, viewed daily, it’s no surprise that marketers are getting involved with Snapchat.

Marketers looking to achieve their direct response objectives need to understand what Snapchat offers. The building blocks are ad types, targeting, and measurement, but how do you bring them all together to achieve your direct response goals? Learn that and more in this Brand Networks on-demand webinar about Snapchat’s advertising solutions.

People with a Promise: How the Brand Networks Paid Social Activation Team Sets Itself Apart

Picking a media services team

So, you’re looking for a managed media services team to run your social advertising campaigns?

I could offer an easy answer and tell you to look for a team whose cumulative experience exceeds a specific number of years. That’s imperative for success, but you already know that. So, I’m not going to do that. Instead, I’m going to talk about five intangibles that set the Brand Networks Paid Social Activation team apart from the rest.

For us, success is always in the future. The next insight. The newest best practice. Sometimes, it’s even in the transition from managed media services to insourced licensing by a brand’s in-house team. That’s because Brand Networks offers the very best software and services in social advertising. We don’t have to care whether you want managed or self-service. We have the luxury of focusing solely on your success in social.

We won’t rest on our laurels, satisfied with what we’ve accomplished in the past—that’s a promise.

The 5 Intangibles: How the Brand Networks Paid Social Activation Team Sets Itself Apart  

We know our industry: We’re all social advertising experts—don’t you have to be to keep up with the ever-changing ecosystem? The industry is changing daily, whether it’s software updates, new ad types, new targeting capabilities, or new advertising inventory. It’s crucial that our team stays current on all innovation to ensure we provide strategic recommendations, share knowledge with clients, and execute as effectively as possible. Understanding how our industry works plays a pivotal role in how we succeed; thankfully, our leaders know how important this is and is and invest in it, and our teams are curious and passionate about all of the intricacies in this exciting space.

Fun Fact: According to an eMarketer study, social advertising will account for approximately one-quarter of total digital ad spending by 2020.

We focus on the details: The Brand Networks social media services team may sport sweatshirts and baseball caps, but what we’re lacking in style, we make up for in the details. We have intensive and detailed internal processes that are uniform across accounts and offices. This operational maturity ensures that we provide the most accurate and efficient service possible. We have an extensive and reliable Quality Assurance process for all campaigns that must be both self-checked and checked by other media analysts. We’re also constantly performing internal retrospectives to make sure we are aware of nuances to help improve this system and the performance we deliver for our clients. Not only does this process-centric work happen prior to campaign launch, we’re constantly making optimizations so there’s room for improvement every day.

We’re fearless: One of our Corporate Values at Brand Networks is Tenacity, and our managed services teams bring that to life in our passion for presenting and testing new opportunities with clients. We never say no to a challenge and work closely with our partners in organizations like Facebook and Twitter, to make these opportunities happen. We don’t stick to the old, easy, routes when it comes to planning; we look to new targeting strategies and offer ideas, however unexpected they may seem. Not only do we recommend out-of-the-box approaches or new ad types, we recommend utilizing Brand Networks’ additive technology like Optimize Now and Open Signals to help our clients take their campaigns to the next level. We are far from fearful; we are bold.

Did you know? Optimize Now saves the average paid advertising team eight hours per week per person in manual calculations and optimizations.

We have access to knowledge: While we have offices around the country (and the world—shout out to Sydney!), we’re constantly knowledge-sharing across accounts, offices, and departments. It’s pertinent that we work as a team and enlist others who can work well in a team environment. Because a lot of what we do isn’t inherently intuitive, it’s imperative that our teams communicate effectively. This ensures new best practices spread like wildfire inside Brand Networks Paid Social Activation. We also work very closely with our partner representatives for all media channels in order to execute. Some of our job titles may just say “Media Analyst,” but we do so much more than this title can begin to explain—a major part of this job is forming strong relationships with our partner leads and internal departments so that we’re providing the most up-to-date information and strategies possible.  

We Care about Excellence: Everyone in our social managed services organization would tell you that this is not just a day job. Social advertising is always on, and our teams are always willing to help after our doors close for the night. This quality ties into the fact that our teams care about the work and dive deep into every campaign, every plan, and every report. We go above and beyond to ensure our clients are happy and that the services they’re receiving drive effective and efficient results. I can tell you personally that the majority of our Media Services teams made the decision to skip  Summer Friday’s last year (despite wanting to be outside) in order to make sure this level of service was preserved. Rain or shine, bad mood or good mood, our teams bend over backwards to deliver excellence.

The Proof Is in the Pudding: Success You Can See on Pinterest

Goal: With brand awareness and video advertising already key to a client ’s social advertising success, when Autoplay Video became available, the brand was eager to test it out. The retailer hoped that Pinterest Autoplay Video would create cost-efficiencies while improving overall performance.  

Strategy: Having run successful brand awareness (CPM) campaigns with Brand Networks on other platforms in the past, the brand was excited by the promise of Pinterest Autoplay Video. To see if the ad type would have a future in the retailer’s social advertising strategy, the Brand Networks Paid Social Activation team built an approach that would effectively demonstrate the impact video could have on its target audience.

Using product-centric and actionable Autoplay Videos, the latter helping drive an increase in view-through rate (VTR), the campaign leveraged a myriad of advanced targeting capabilities offered by Pinterest, including Engagement Audiences and Actalike Audiences.

Results: In total, the campaign generated a view-through rate (VTR) 21% greater than Brand Networks’ internal benchmarks. Moreover, the campaign drove a cost per view (CPV) 57% less than the industry benchmark.
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Don’t be fooled by the keg and kombucha on-tap, ping pong table in the lounge, or community scooter waiting in the corner. Truthfully, I’ve never worked with a better team, nor a more successful team. I’m proud to work in the Brand Networks Paid Social Activation organization. If you’re looking for a stellar managed services provider in social, take it from me—this is not just a team, it’s a family.