Ads: How To Optimize Your Spend

Overview: After studying more than 975 million Facebook ad impressions delivered across multiple retailers in December 2012 and January 2013, Nanigans, a Facebook advertising-software company, released a recent study that highlights how Facebook page post ads in the newsfeed drives purchases and return on investments for advertisers.

Impact for : As the NY Times recently reported, consumers being served ads based on their interests (determined by prior Web browsing) will now have an opportunity to opt out of these interest-based ad tracking. These fluid ad transparencies will alter consumer behavior to be more cognizant of brand advertisements making optimization even more important for advertisers. As the landscape continues to shift, below are Nanigan’s key findings and statistics for brands to consider while evaluating and planning ad spends on the social network to best optimize engagement:

Opportunity for Brands: As Facebook evolves its advertising options and communicates more transparently with its users, brands are presented with changing organic and paid opportunities to extend brand visibility and message reach. As brands continue to invest in advertising on Facebook moving forward, it’s important to be aware of the most efficient ad categories and methods – and to optimize messages and delivery on an ongoing basis. As part of this process, it’s also important to ensure brand’s earned and owned efforts complement paid programs on Facebook and across the marketing mix to maximize message reach and impact.

Streamlines the Second Screen Experience

Overview: GetGlue, an entertainment focused, second screen social network, has completely revamped its iPhone app with new features to entice power users and provide a more customized content experience. In addition, the network has added “Promoted Entries” for brands looking to engage with their audience through second screen experiences. Finally, the biggest change is GetGlue’s narrowed focus. Now, users can only check in to movies, sports events and TV shows. It’s no longer possible to check into video games or other user created events and experiences. Other updates include a user experience overhaul, and a “Guide” feature that allows consumers to create their own custom watching schedule.

Impact on Consumers: Limiting users to the three most popular second screen entertainment categories (movies, sports events and TV shows) means that the suggested content they are shown can be closely tailored to their specific likes, depending on how they use GetGlue and what content they interact with. This creates a simplified user experience, allowing the most popular and appropriate content to be found easily. And when content is more relevant to more users, it creates more opportunities to engage on the second screen – and less time spent searching.

Opportunity for Brands: GetGlue’s recent shift to focus on movies, sports and TV aligns well with brand’s strategy for those involved in certain categories. The newly launched Promoted Entries presents an opportunity for brands to reach viewers and fans without a traditional TV commercial. With this feature, brands can create content as a video, photo or message to appear in targeted users’ “Guide” and “Feed” tabs. In terms of early metrics, GetGlue reported 15% of Tweets about Pepsi during the were driven by a promoted entry on GetGlue. This, combined with increased social media activity by consumers and brands around the Super Bowl (and the blackout) is another example that the trend of fans congregating on second screens during big events is continuing to grow. The second screen is an increasingly important area for brands to engage with their audience – and it’s only getting bigger and becoming more important each day.

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