Instagram Stories Are Exploding, And You Need to Be Advertising On Them
Instagram Stories is growing extremely fast, like hockey stick fast. They recently announced that they have 250 Million daily users. The company just announced the ability to run ads inside of Instagram Stories. Here are the details…
To start, the ads are unclickable. You can do 5-second image ads and 15-second video ads. As a business, you will get analytics on reach, impressions, replies, and exits. These will be viewable in the Insights section of the business profile.
Currently, Instagram Stories ads will be sold on a CPM basis, and priced via auction. Also, at launch, the ads will not have the ability to click through to a website. That will be introduced in the near future, according to Instagram’s VP of Business James Quarles.
As a user, the following is nice: we won’t see ads until you start cycling through multiple stories from friends.
As we get more information about new Instagram Stories Ad formats and details, we will update this post. If you’re interested in an ad campaign, contact us today!
Minimum Ad Spend – $3,000/month (month to month contract) [Note: Options available for budgets under $3k – contact us to learn more]
Snap Ads Management Fee – 20% of total ad spend (lower if spend is $30k+)
Countries Available – United States, UK, Canada, Australia, New Zealand, France, Germany, Ireland, Netherlands, Spain, Denmark, Norway, Finland, Sweden, Italy, Brazil, Mexico, Argentina, Colombia, Saudi Arabia, UAE, Turkey, Austria, Chile, Egypt, Hong Kong, India, Israel, Jordan, Kuwait, Lebanon, Luxembourg, Belgium, Peru, Poland, Portugal, Qatar, Singapore, and Switzerland
Demographic Targeting Options – Location, Gender, Age, Interests (See full list of current interest targeting options below)
Targeting Options – Goal-based bidding for app installs, Lookalike audiences, Customer match (by email or mobile IDs), Retargeting (only retargeting based on actions within Snapchat), “Snap to Store” (offline conversions)
Ad Reporting Metrics – Impressions, click rate, swipe-up rate, video views (reporting views to 25%, 50%, 75%, and 100%)
Are you interested in starting a campaign on Snapchat? Then you’ve come to the right place. We’re your team from creative and strategy, to execution and management. Click the the link below and let’s get you started on making more money. It’s a snap!
“Snap to Store” offline conversions: The new ad format is performing very well. Wendy’s used these new ads in their U.S. stores and promoted the Jalapeño Fresco Chicken Sandwich. The ads drove 42,000 visitors to a Wendy’s within seven days of viewing it. “Foot traffic into our restaurants is the best measurement of short-term sales success for any program. ‘Snap to Store’ is a big win for Wendy’s for this reason — we want more ad tech like this,” Brandon Rhoten, Wendy’s head of advertising, digital/social and media, said in a statement to Mashable.
Snapchat recently introduced ‘Max Reach’ as a new ad unit within Snap Ads campaigns. Max Reach is a way to basically do a full ad takeover of an entire country, ensuring that anyone who logs in to Snapchat on a given day would see your ad. To learn more about Max Reach click here.
Snapchat just acquired Placed, a startup focused on tracking and measuring consumers’ locations on their smartphones, and using that information to serve up more targeted mobile ads.
Snapchat released its “Snap to Store” ad product a few months ago. That product allows advertisers to track online to offline sales. But with the acquisition of Placed, Snapchat appears to be putting more of an effort on taking the local ad dollars.
As Mashable explains, Placed offers analysis on other third-party platforms like Facebook and Instagram and websites, so that an advertiser or a publisher can compare the outcome of each of them. Placed also reportedly measures billions of locations.
Snap makes the majority of its revenue from mobile advertising (just as Facebook, Google, and Twitter do). With the addition of Placed, Snapchat is looking to become a bigger player in that space. The location tracking is all opt-in. Snap also will put in place data-sharing, privacy, and security guidelines so that advertising data is not shared between Snap’s own services like “Snap to Store” and the company Placed.
Snapchat’s creative tools are extremely popular with its users, which makes them appealing to potential advertisers. 33% of users play with Snapchat Lenses every day, and snaps with Geofilters are viewed over 1 billion times per day.
Image courtesy of TechCrunch
World Lenses are an extension of Snapchat’s Sponsored Lens. With Sponsored World Lenses, advertisers can create content for the rest of the photo beyond the face, including floating 2D or 3D objects, interactive content, and other items. This is arguably the most innovative and unique form of advertising out there right now.
There are 4 types of World Lenses: ones where you can place a 2D or 3D film character or product into the photo (for those photos snapped with the outward-facing camera); action-based lenses where you look at or tap an augmented reality object to trigger something to happen; an “interaction” World Lens (like an in-app game); and environmental lenses which can be used to add floating lights or ambiance.
Snapchat is also rolling out Audience Lenses, which allow advertisers to buy regionally targeted Lenses for the first time. Previously, advertisers could only be purchased on a nationwide basis.
Audience Lenses allow advertisers buy a guaranteed number of Lens impressions for a specific audience. This includes those that are targeted by demographics like age and gender, as well as those identified as falling in one of Snapchat’s “Lifestyle Categories” (see more on those in our Snap Ads article)
Image courtesy of TechCrunch
Snapchat’s third new advertising offering is a new take on its Geofilters product. These new Smart Geofilters automatically add location information or other real-time information to a nationwide or chain Geofilter. For example, these could be updated automatically to include things like a high school or college name, airport name, state, city, neighborhood or zip code.
Warner Bros. ran Smart Geofilter ads for its movie “Everything, Everything,” in order to target high school users by featuring the name of the school in its ad (see image above).
Snapchat recently announced that its daily users launch the app over 18 times per day, on average. Snapchat’s daily users now spend over 30 minutes on Snapchat each day. More than 3 billion Snaps are created every day — up from more than 2.5 billion in Q3 2016. And over 60 % of Snapchat’s daily users create content every day.
Millennials and Gen Z’s Are Not Leaving the Platform, According to a Dozen Studies
First off, let’s make it known, Instagram is not eating Snapchat’s lunch. TechCrunch collected a dozen surveys or studies that all prove the loyalty, at least in the United States, of Snapchat users. Even when compared to Instagram Stories, Snapchat is more popular in almost every metric except for total users. While Instagram Stories may be more convenient to use/consume for Instagram users, it isn’t enough for people to give up on Snapchat.
Snapchat’s New Updates Are Huge
Yesterday Snapchat released its largest app update yet. Snap introduced:
Limitless snaps – which allow someone to view your story or chat for an indefinite period of time
Looping snaps – these let you set a snap on a loop, like how Vines used to work
Magic eraser – an eraser feature that allows you to make objects disappear from snaps
Emoji drawing – you can now draw emojis 🙂
Snapchat appears to be focusing on its core group of diehard users, which is a great move. The new editing features on the app further entrench Snapchat creators to the core product, which is great for everyone.
“These changes allow us to continue evolving the Snapchat service and provide a foundation for introducing even more creative tools for making fun snaps,” the company wrote in a statement on the new update.
Snapchat just announced it is offering advertisers a viewability score that’s designed to offer transparency into whether or not video advertisements on the platform warrant chargeable impressions. The viewability score will be validated by a third party firmed named Moat. It will become available to everyone on June 5th.
The official guidelines state that greater than 50% of an ad’s pixels and at least 2 seconds should be viewable by the users.
Snap Ads Max Reach
Snapchat also has been pitching advertisers on ways to reach everyone in the United States who views a Story on a given day. This new Snap Ads format is called “Max Reach”. It’s an ad-buying option that is the equivalent to a homepage takeover on a traditional website. Snapchat’s version guarantees that the Max Reach Snap Ad will be served to everyone in the United States who is shown an ad on a given day. So basically, every single person in the U.S. that uses Snapchat that day would see your advertisement.
The new Max Reach advertising offering is currently only available in the United States. With this addition, Snapchat now offers three different ‘takeover-style’ ad units that can be served nationwide: the Max Reach ad, a nationwide Sponsored Geofilter, and nationwide Sponsored Lenses.
Discover Partners & Audience Growth
Snapchat has also recently touted its ability to help publishers and large brands increase and accelerate their audience growth. Here’s some data they just released:
This data shows publishers/brands that were also Snapchat Discover partners saw a large increase on other platforms as well.
Discover partners have reported fantastic results. Mashable’s CEO Pete Cashmore recently said: “Snapchat is our biggest revenue source on distributed platforms…It’s very profitable for us because it’s a huge audience and it’s an audience that we can’t reach elsewhere.”
The last part of that statement is HUGE – “…an audience that we can’t reach elsewhere.” That is the beauty of Snapchat that brands and advertisers need to better understand if they’re going to truly succeed on the platform.
Snapchat’s Loyal & Exclusive Users
A new report released by App Annie, based on app usage in Q4 of 2016, found that 35% of Snapchat’s daily users in the United States don’t use Facebook on a given day. The report also said that 46% of Snapchat’s daily users aren’t on Instagram on a given day, and 58% can’t be reached by Facebook Messenger. Here are the statistics broken down:
The statistics are also similar in the United Kingdom, according to the report. We would have to assume that the data is similar in other countries as well.
What does all this mean? In this economy, time is money. Advertisers and marketers need to put their money where users spend their time, and Snapchat is the most important app for many, many people.
How to Utilize Snapchat Advertising to Drive App Downloads
Last updated: April 6, 2017
When it comes to social advertising, we at Wallaroo Media are constantly looking for what we call “arbitrage opportunities”. These are opportunities where ad rates are lower and ROI is higher than typical market metrics. As such, we are recommending Snap Ads for app downloads right now. The market has not caught up to the opportunity.
In an effort to keep with with Facebook app install ad campaigns, Snapchat is making a big push with their Snap Ads to app install offerings. The first public data was discovered on the Acorns app (who was one of our clients – view our amazing work for them here). Take a look at the screenshot below of their ad, and read on to learn more about the results.
Acorns App Snap Ad
Acorns gained a ton of early traction through Facebook Ads and Twitter Ads. We actually helped them run highly targeted download campaigns on those platforms. Late last year, Acorns wanted to test Snap Ads for their app downloads. According to Acorn’s Chief Commercial Officer, the Snap Ad campaigns actually had 40% higher install rates than those on Facebook. This is an astronomically high number, since the Facebook Ads were already performing superbly. Acorns said that the CPI was a little higher on Snapchat than on Facebook, but that it made up for the higher cost with a greater download rate.
Fullscreen, a video-streaming service, said that Snapchat targeting reduced its cost per installation by 25% because it meant more installations on the same amount of ad spending.
As mobile ad advertising continues to grow, app installs will continue to be a large piece of that pie (Business Insider reported that 25% of mobile ad revenue is from app campaigns).
Snapchat also recently enabled goal-bidding for app install campaigns on the platform. This form of targeting allow advertisers to get in front of Snapchat users who are most likely to download their app. Snapchat is using machine-learning technology it has developed in house to run these campaigns.
“We’ve been listening closely to direct-response advertisers and are excited to announce the ability to ‘bid for installs’ in our auction. This is a new, cost-efficient way to drive app installs right from Snapchat,” Peter Sellis, the director of monetization product at Snap Inc., told Business Insider in a statement.
As we get more data and case studies, we will continue to update this post.
Using Facebook and Polk Data, Auto Dealers Can Scale Their Revenues with Effective and Hyper-Targeted Digital Ad Campaigns
It’s no question that social advertising and audience targeting is incredibly effective. But now more than ever, Facebook Ads are THE way to go for auto dealers to target car buyers through every step of the purchase process. This post will explain why.
According to a recent study, 27% of people in the US do most of their vehicle research on a mobile device. That number is 45% for Millennials, and 41% for households with incomes over $200,000. And the percentage of people that use mobile during any point of the purchase process? 71%. Keep in mind, this data is just for mobile consumers. Almost 100% of vehicle buyers use online research at some point of their purchase decision.
Facebook Ads + Datalogix + Polk Data = Lots of money for Auto Dealers
Facebook has two key partnerships that enable it to get the data it needs to provide super powerful ad targeting: 1) Datalogix, 2) Polk. Datalogix connects offline purchasing data to enhance online advertising campaigns. Datalogix also has 200+ syndicated audiences that allow for deeper targeting. Polk (which also owns Carfax) aggregates online and offline data around auto buyer personas and DMV registration data. These two partnerships, when combined with Facebook’s ultra targeted ad product, can drive car-buying consumers to the doorsteps of auto dealers, ready to purchase a new vehicle right away.
How Targeted Can You Get?
If you know your way around the Facebook Ad platform, you can get incredibly targeted on vehicle-buyers. How targeted you ask? Here’s an example flow that you can create:
You start with “Automotive” behavior targeting.
From there, you have these sub-categories:
New Vehicle Buyers (Near Market – which means people who will be considering a new vehicle purchase within the next 365 days)
New Vehicle Buyers (In Market – people considering a new vehicle purchase within the next 180 days)
Used Vehicle Buyers (In Market)
If you click “Owners”, you’ll be able to target Facebook users based on the actual vehicle they drive.
If you click on the “Purchase Type” sub-category, you’ll be able to target based on how recently the user purchased a vehicle.
If you click on “New Vehicle Buyers (Near Market)”, you can target by style, for example:
If you click on the “New Vehicle Buyers (In Market)” section, you then choose among the actual make, model, and style of vehicle. How amazing is that?! You can specifically target people shopping for Jeep Grand Cherokees or Suburu Foresters or Chevrolet Cameros.
You can also target people looking for specific auto parts or auto service. You can target by the age of vehicle in their current household, vehicle price, and much more.
There are many ways to target car buyers with Facebook Ads. You can do video ads, custom audiences, carousel ads, lookalike audiences, conversion lift, TRP buying (extend and augment your TV campaigns on Facebook), regular Facebook Newsfeed ads, right rail ads, and more.
If you’re interested in utilizing Facebook Ads to dramatically increase sales at your auto dealership, contact us today!
With the Audience Network, Atlas, Header Bidding, Collections, Canvas Ads, & More, Facebook is THE Place to Spend Your Ad Dollars
Facebook is coming for your wallet. And it’s time to pay up (and be happy about it too).
We manage a lot of social advertising campaigns for our clients. Much of our effort is spent on Facebook and Instagram ads (although Snapchat advertising is growing quickly). We like to explain Facebook/Instagram ads to our clients like this: You hand us (and Facebook) a $1 bill, and we’ll hand you back a $20 bill. It’s like clockwork. And if you’re not on the train, now is the time.
Facebook’s Ever-Improving Ad Product
Everyone knows that Facebook makes money via its ads, so it makes sense that it’s trying to innovate as quickly as possible. We recently wrote about Facebook Atlas, which is a huge move for its ad product. Facebook allows you to target people regardless of browser, device, channel, or publisher. Atlas also allows you to connect your digital advertising to in-store sales for a better picture of your campaign performance.
Facebook also recently announced that it’s bringing advertiser demand from its Facebook Audience Network to mobile web publishers that use header bidding (if you’re not familiar with header bidding, click here). Large publishers like Forbes, the Washington Post, Daily Mail, and many others use header bidding. This new announcement will allow Facebook advertisers to be seen on those publications.
Facebook Collections is another new ad offering from the social network. Collections are a mobile-only ad format. Facebook notes that 45% of all shopping journeys now contain a mobile action. Collections ads are designed to win customers over within the Facebook app before directing them to the advertiser’s website. Collections ads start with a main image, and 4 product images below. When someone taps on the ad, a broader catalog opens up that can hold up to 50 more product images. Then if a user taps on a specific product – the ad directs them to the advertiser’s website. Beta testers of this new ads format have reported a 2x to 5x increase on ad spend. See an example below:
Facebook Collections ads example
Facebook Canvas ads were introduced last year, and they’re incredible. View a gallery of Canvas ad examples here. Canvas ads are a little more geared towards “storytelling”. This ad format uses a combination of videos, images, text, and call-to-action buttons. In Canvas, people can swipe through a carousel of images, tilt to view panoramic images, and zoom in to images to see more detail. Canvas ads are another mobile-only ad format from Facebook. They are also FAST, loading as much as 10 times faster than the standard mobile web. Facebook reports that the average interaction with a Canvas ad is over 30 seconds, which is incredible.
In summary, you need to be running Facebook Ads. They work for B2B, ecommerce, large brands, and local retailers. Knowing which format works best for your company and goals is crucial. Understanding the Facebook Newsfeed algorithm is also necessary. If you have any questions or need help in any way, contact us today!
Atlas is Now Integrated into Facebook Business Manager, And This Changes Everything
Facebook just announced that they are integrating Atlas into the core Facebook Business Manager and Facebook Advertising products. All of Atlas’ tools and offerings will now be available to anyone running Facebook Ads, for free. This is HUGE. Let me tell you why.
A Bit About Atlas
Atlas was purchased by Facebook from Microsoft in 2013. Atlas self-describes its product as “People-Based Marketing”. From their website: “Atlas delivers cross-everything solutions that are built for today, ready for tomorrow and capable of providing real value for advertisers.”
There are three pillars of Atlas:
Cross-Everything: Atlas solves cross-device fragmentation. With Facebook Atlas you can reach and measure people wherever they consume content, regardless of devices, browsers, publishers, or channels. You can also connect your digital ads to in-store sales for a true picture of campaign performance.
Consumer-Led: Atlas allows you to utilize cutting-edge tools and formats like creative sequencing, remarketing, video, native, in-app, and more.
Value: Atlas delivers people-based marketing powered by the accuracy, scale, and persistence of Facebook. This improves the results and better optimizes the budget.
According to Facebook, 82% of marketers say they are constantly searching for new tools to help optimize cross-device advertising strategies. Atlas solves this issue.
What This Means For Digital Marketing
Facebook stated that over the coming year they’ll continue to make improvements to their advanced measurement tools. This all-in-one solution will become the central destination for people-based, cross-publisher measurement. The end goal is to help all marketers/advertisers fully understand how their campaigns drive value both on and off Facebook.