The Evolution of Facebook Advertising

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

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.

facebook canvas ad example

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!

Snap Ads for App Downloads

How to Utilize Snapchat Advertising to Drive App Downloads

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 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).

As we get more data and case studies, we will continue to update this post.

cookie jam app snapchat ad example

Cookie Jam app Snap Ad




snap ads app downloads

Snap Ads for App Downloads Case Study

Facebook Atlas – A HUGE Move That Has Been Overlooked

facebook atlas

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:

  1. 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.
  2. Consumer-Led: Atlas allows you to utilize cutting-edge tools and formats like creative sequencing, remarketing, video, native, in-app, and more.
  3. 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.


New Facebook Shoppable Feed Ads

Facebook Tests New Shoppable Feed Ads; Also Announces New Ads in Video Content

Facebook started testing new product ads a couple weeks ago. These ads allow retailers and ecommerce shops to show off multi-product imagery within the Facebook news feed. This is the latest innovation to Facebook’s ad product, which remains the leader in the social advertising space. Facebook released Dynamic Product Ads a couple years ago, and this is the evolution of that.

The new Facebook Ad format lets advertisers use multi-product imagery alongside product-specific units in the same ad. Take a look at the image below to see how they look.

Facebook Shoppable Feed Ads

Facebook Shoppable Feed Ads

This new ad format seems to be a response to Google’s Shopping campaigns on Adwords, which debuted five years ago.

On Facebook, though, we can be much more interest- and behavior-based with the ad targeting. It will be interesting to see how these continue to evolve in the future, along with Facebook’s new Canvas ads.

We have tested these with a sampling of our clients, and the early results have been absolutely fantastic. Interested in getting a campaign going for your brand? Contact us today!

In other news, Facebook officially announced that “eligible publishers” can now make money from in-stream video ads on their own websites and apps through Audience Network. On Facebook itself, they are also beta testing “Ad Breaks” in Facebook Live video on a selection of profiles and pages.

Facebook continues to push video content, especially premium video, to compete with YouTube. This is a big step in that direction.

WhatsApp Launches “Status”, A Snapchat Clone

Facebook Copies Snapchat Yet Again…

Facebook owns WhatsApp, the popular messaging app that has 1.2 Billion monthly users around the world who send over 60 Billion messages every day. Crazy numbers. Anyway, WhatsApp just launched “Status“, which is a blatant Snapchat clone (see a timeline of Facebook’s Snapchat clones here).

WhatsApp embedded their new Status feature as a tab in their app. Users can now share decorated photos, videos, or GIFs that disappear after 24 hours. This is obviously another stab at Snapchat, showing that Facebook wants to do everything it can to stave off Snap’s growth.

What Does This Mean For You?

Regardless of your thoughts on Facebook’s copycat strategy, this potentially opens up a new social advertising opportunity for marketers. We believe that companies will soon be able to run ads in between “Statuses” just as we can now run Snap Ads in between Snapchat Stories. Instagram Stories ads will be coming very soon as well. So, stay on top of it. New advertising platforms always provide the best arbitrage opportunities for greater ROI on ad spend.

whatsapp status - snapchat clone

Snap Ads – The Complete Guide

The Complete Guide to Snap Ads

This is a concise, but complete, guide to the ins and out of Snap Ads. We share minimum ad spend numbers, fees, targeting, etc. If you have any questions, contact us.

Last updated: February 20, 2017.

snap ads management

Snap Ads Details:

  • Minimum Ad Spend – $10,000/month (month to month contract) [Note: Options available for budgets under $10k]
  • Snap Ads Management Fee – 20% of total ad spend (lower if spend is $30k+)
  • Countries Available – United States, UK, Canada, Australia, France, Germany, Ireland, Netherlands, Spain, Denmark, Norway, Finland, Sweden, Italy, Brazil, Mexico, Argentina, Colombia, Saudi Arabia, UAE, & Turkey
  • Targeting Options – Location, Gender, Age, Interests (See full list of current interest targeting options below)
  • Ad Reporting Metrics – Impressions, click rate, swipe-up rate, video views (reporting views to 25%, 50%, 75%, and 100%)
  • Tracking Options – Vanity URLs, UTM tags, mobile-friendly landing page
  • Destination Options – Video views, App installs (swipe-up leads to app install page), Web views (swipe-up leads to landing page of your choice)
  • Ad Creative Options – Video only for now (click here for video specs)

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 Ad interest targeting options:

Adventure Sports, Fitness, Snow Sports, Running, Sports, Motor Sports, Football, Baseball, Basketball, Golf, College Football, Hockey, Combat Sports, Soccer, Tennis, Beach & Watersports, Skates/Bikes/Boards
Arts & Culture, Beauty, Reading, Fashion & Style, Autos & Vehicles, Nightlife, Investing & Entrepreneurship, Food, Technology & Gadgets, Travel, Women’s Lifestyle, Math & Science, Home Decor, Men’s Lifestyle, Outdoors & Nature, College Life, Streaming Video, DIY, Hip Trends, Pets & Animals, Fast Food Junkies, Cooking, Parenting & Family, Science Fiction & Fantasy, Green Living, Photography
Music, Country Music, Concerts & Festivals, Indie Music, Dance & EDM Music, Pop Music, Urban & Hip-Hop Music
Film & TV, Comedy, Reality TV, News, Business News, Celebrity News, Political News, Video Games, Console Games

Check out two Snap Ads case studies below!

snap ads case studies

Facebook Makes Some Tweaks to Its Newsfeed Algorithm

Facebook Updates Its Algorithm and Prepares to Come to Your Television…

Facebook announced a few updates to its newsfeed algorithm yesterday:

  • Videos will play with the sound on by default in the News Feed. This change comes after Facebook A/B tested videos with the sound on by default in recent months and reportedly received “positive feedback.”
  • Vertical videos will automatically expand to fill the full screen (another copy of Snapchat). This is change is likely meant to encourage people to shoot & upload videos from their phones, with an emphasis on vertical video.
  • Videos can keep playing in a little thumbnail at the bottom of your screen while you browse the News Feed. Facebook has already tested this feature with a subset of its users, but now it’s rolling out to everyone.
  • Facebook’s TV app will be available “soon” on the Apple TV, Amazon Fire TV, and Samsung Smart TVs, with more devices to follow.

Facebook is obviously putting an emphasis on video, both encouraging users to create and share, and to watch as well. The company recently announced it is allowing content creators show mid-roll ads in their videos, and they are also working on funding their own scripted video shows.

Zuckerberg recently described video as a “mega-trend” similar to how mobile phones contributed to Facebook’s early growth. Facebook’s thinking is that, if it can get people to watch more videos, it can further tap into the $70 billion brand advertising budgets that are normally reserved for TV shows. The recent newsfeed updates, along with Facebook’s plan to launch a standalone app for televisions, illustrates their focus here.

As a company, you should be focusing on creating video content. Video content that can be shared on Facebook, Snapchat, Instagram, and Pinterest. The same video content can also be repurposed for YouTube, Vimeo, and your blog.

Need help with a video strategy? Contact us today!

Snapchat Users Watch Brand Stories 90% Of The Time

Snapchat Users are Highly Engaged in Brand Content, Study Finds

Snaplytics, an analytics platform for Snapchat, just released a 27-page report today. The report outlines how brands use Snapchat, how users engage with content, and what users share. The data was gathered during Q4 2016 and is based on accounts from 500 different brands, 217,000 pieces of content, and 24,000 stories.

The most important finding from the report is this: when a user watches a brand’s story, they watch the entire story about 90 percent of the time. That is an incredibly high number.

Snapchat is known for not giving users or brands much data about the performance of their content. But the report’s findings give us a slightly better idea about how the social content is consumed. Snaplytics found that 55 percent of an account’s followers watch the user’s stories and 88 percent—up from 85 percent during the second quarter—watch all of a story, equivalent to a completion rate. For context, Facebook experiences an ad-completion rate for videos that’s south of 20 percent, according to a study by Salesforce.

Furthermore, video makes up 61 percent of all content posted by users and brands, while photos represent the other 39 percent.

Want to learn more about Snap Ads? Click here.

Want to get started with a Snapchat advertising campaign of your own? Contact us today!

snap ads management

Pinterest Rolls Out New Ad Offering: Search Ads

Pinterest Introduces Search Ads for Keywords and Shopping Campaigns

Great news for social advertisers: Pinterest officially debuts search ads for keyword targeting and shopping campaigns. The advertising option is currently available to Pinterest ad partners and with any company that advertises through the Kenshoo marketing platform.

Pinterest has been looking to beef up its ad offerings for a while now, and this is a HUGE step in that direction. The social media platform has been building more products to capture every aspect of a consumer’s buying behavior. Pinterest has always done well pitching marketers on their ads, since their users often come to discover new products to buy anyway. But with this introduction of search ads, it has potential to become the go-to ad platform for ecommerce-related social ads.

Adding search ads gives Pinterest the ability to tap into another part of that buying behavior — searching with the intent of a purchase (whether the consumer realizes it or not). This also opens the door for search volume. If Pinterest releases search volume data to advertisers, it would be absolutely fantastic.

pinterest search ads

Related: Read about Pinterest’s new “Lens” feature.

Google obviously currently dominates the search landscape. But Pinterest sees around 2 billion searches a month from its 150 million active users. Search ads are ripe for disruption, and it’ll be very interesting to see how this evolves over time. When Pinterest is compared to Google Images, Pinterest outperforms it handily.

As our society continues to evolve from a technological standpoint, and our interaction with images/video/augmented reality continues to increase, Pinterest is becoming a greater threat to Google.

Interested in running a social ads campaign? Call us today!


Facebook Launches Marketing Mix Modeling

Facebook Launches Marketing Mix Modeling Portal for Comparing Facebook Ads to TV and Print Campaigns

Facebook announced last week some key updates to its ad platform. Notably, they expanded their partnerships with Nielsen and comScore, and added DoubleVerify. Facebook also announced the launch of a new portal that allows marketers and agencies to see how their Facebook ads perform in comparison with other platforms like television or print.

The new partners are integrating with Facebook in order to measure things like impressions, reach, performance, and other key metrics.

Nielsen’s “Digital Ad Ratings” product can be used to measure ad performance on desktop and mobile in 25 markets worldwide.

ComScore is now beginning to test in-target reach for U.S. audiences on desktop and mobile via its validated “Campaign Essentials” product. This metric is more important to advertisers, because it’s what media plans are built around, and is used to evaluate the campaign’s success.

Perhaps the most excited part of the announcement is the news that several partners, including comScore, Ad Science and Moat, can also now provide ad performance metrics on when display ads enter and appear on the Facebook Newsfeed (learn more about the Facebook Newsfeed algorithm here).

Lastly, Facebook launched their new Marketing Mix Modeling (MMM) portal online, where measurement partners can gather data directly from Facebook, Instagram and the Audience Network for their clients. Here, they’ll be able to compare which ads – including TV, digital and print – are best helping them reach their desired outcomes. Need help understanding all this, or getting started on a Facebook Ads campaign? Contact us today!

facebook marketing mix modeling