AD NETWORKS
Integral Marketing & Advertising | August 04, 2022
Today, long-time marketing industry veteran Yeliza Centeio launches Integral, a woman-owned, bilingual marketing and advertising agency marked by inclusivity with a fresh approach to meeting client needs and surpassing expectations.
For Centeio, the first phase of her career took place inside leading advertising agencies in Boston and Ft. Lauderdale, working with brands in the travel & tourism, higher education, eCommerce/retail, B2B tech, insurance and healthcare sectors. As a follow up to her agency experience, Centeio ventured brand-side as a marketing director for well-known direct-to-consumer and fashion industry startups and brands like City Pier Seafood and J.Jill. The launch of Integral Marketing & Advertising marks the pinnacle of Centeio’s career as she embarks on this new chapter of inclusivity and growth within the industry.
Integral Marketing & Advertising prioritizes client and staff flexibility & growth
Marketing and advertising has evolved; Centeio founded an agency to evolve with it. Integral empowers client flexibility by allowing work to commence without a formal pitch process or Agency of Record contract.
“Brand-side experience showed me that growth increasingly depends on client flexibility. Our model offers experience and expertise at a time when long-term contracts or building an in-house marketing team may not be in our clients’ best interests,” said Centeio.
Integral also meets the needs of today’s creative talent by granting workplace and workweek flexibility.
“Integral won’t dictate where and when people work, so long as the work gets done. Creative expression doesn’t always happen between 9 a.m and 5 p.m, Monday through Friday, and personal and family time is always a priority,” said Centeio. “We value a healthy work-life balance that puts our team and clients in the best position to succeed.”
Woman-founded, woman-owned, bilingual, and inclusive, Integral solves marketing & advertising puzzles with the right puzzle pieces
The Integral name was chosen not only for its equivalent English and Spanish meaning, but because the agency’s subject matter experts are vital to client success.
On the agency’s new website, Integral’s developers, designers, copywriters, content creators, and certified diversity, equity & inclusion public relations managers are portrayed as characters solving marketing and advertising “jigsaw puzzles.”
The homepage headline announces, “Puzzles Solved. All your needs or just one piece.”
Read More
SOCIAL MEDIA ADVERTISING
Emplifi | August 05, 2022
Emplifi, the leading unified customer experience platform, revealed the findings of its Q2 2022 analysis of social media spend across thousands of brands worldwide.
The report findings highlight a rebound in median monthly global ad spend compared to the same period last year, a decrease in the median monthly click-through rate (CTR), a slight uptick in median monthly cost-per-click (CPC), and steady engagement on Facebook and Instagram. The data also shows a slight decrease in brands’ response rate to customers who ask questions on social media.
Brands increase investment in paid social media
After seeing a notable post-holiday drop in Q1 2022, median global monthly ad spend among brands rebounded by 18% in Q2 2022, climbing back above USD 4,200 – a figure close to the year-high level that was seen in Q4 2021. With this quarter's rebound, median monthly ad spend has increased 19% YoY, suggesting that brands are allocating more budget to reach their target audiences via paid social.
Click-through rate (CTR) continues to decline
Emplifi data shows that median monthly CTR has been steadily decreasing over time, dipping below the 1% mark in Q1 2022. This past quarter tells a similar story, with CTR lowering to 0.93%, signaling a 11% drop YoY. Despite this decrease, businesses can continue to depend on social media advertising to return value, as engagement remains fairly stable when consumers interact with paid social posts.
Median cost-per-click (CPC) remains stable
While CTR has steadily decreased, Emplifi data shows that CPC remains relatively stable despite some fluctuations in recent quarters, hitting $0.20 in Q2 2022. With average CPC rebounding this quarter after seeing a drop at the beginning of the year, it will be interesting to see whether this is a quarterly fluctuation or the start of an upward trend.
Instagram still dominant in engagement
After seeing a steady decrease since Q2 2021, median Facebook post interactions saw a slight bump quarter-over-quarter, reaching their highest level since Q3 2021. However, Q2 2022 levels remain notably lower than Q2 2021, with brands generating approximately 5.2 interactions per 1K impressions on Facebook, a 15% decrease year-over-year. When it comes to industries, the strongest performers for engagement on Facebook were brands in the Industrial (9.79) and Accommodation (9.04) sectors, while the lowest performers were Ecommerce (2.80), Retail (3.64), and Fashion (3.90).
Instagram continues to show much stronger engagement than Facebook, with about 32 interactions per 1K impressions in Q2 2022, which is on par with what has been seen across the past year. Brands in the Beverages (47.37), Alcohol (46.83), and Software (45.11) sectors saw the highest levels of engagement, with Retail (17.71), Telecom (21.58), and Ecommerce (22.81) brands lagging.
TikTok versus Instagram
In an analysis of sister TikTok and Instagram accounts across 330 brands from January-June 2022, Emplifi data shows that brands post more often on Instagram (68%) than on TikTok (32%) in relative posting frequency. While reach and interactions were higher on Instagram, video content had greater engagement on TikTok. Either way, both platforms have shown an upward trend over six months in terms of engagement rate, peaking in June 2022, reconfirming user interest for engaging video content.
“Brands need to connect with their audiences where they are and social media is an integral part of the marketing mix,” said Emplifi CMO, Zarnaz Arlia.
“Brands need to connect with their audiences where they are and social media is an integral part of the marketing mix,” said Emplifi CMO, Zarnaz Arlia. “It’s no secret that TikTok's surge in popularity is continuing – we’ve found that brands post more often on Instagram than TikTok, and video content has higher engagement on TikTok. It will be interesting to see how this trends in the months ahead. What is certain though is that in today’s world, having and maintaining a solid presence on both TikTok and Instagram is essential.”
Twitter shows the fastest response times to questions
Emplifi data shows that median response rates for brands answering questions on Facebook and Instagram decreased slightly in Q2 2022. On Twitter, after some mild fluctuations, response rates have returned to a similar level from the same time last year. When looking at engagement by industry, Beauty, FMCG Food, and Home & Living brands had comparatively higher response rates to user questions on social, while Automotive brands had lower response rates across all three social media platforms.
In terms of the time it took for brands to respond to questions, Instagram and Twitter saw slight bumps quarter-over-quarter, while Facebook saw a decrease for the second straight quarter. Examining the data by industry, some brands have the slowest response times on Facebook (alcohol, beauty, FMCG food, home & living, service), while for other brands, it's on Instagram (automotive, ecommerce, electronics, fashion, retail). However, except for one industry (FMCG food), Twitter typically sees the fastest response times among the three networks examined.
Methodology
Emplifi's analysis is based on Q2 2022 data and year-on-year comparisons downloaded at the beginning of July 2022.
About Emplifi
Emplifi is the leading unified CX platform that brings marketing, commerce, and care together to help businesses close the customer experience gap. More than 7,000 brands, including Delta Air Lines, Ford Motor Company, and McDonald's, rely on Emplifi to provide their customers with outstanding experiences at every touchpoint. For more information, visit www.emplifi.io.
Read More
SOCIAL MEDIA ADVERTISING
Mintegral | July 13, 2022
Mindworks by Mintegral recently announced updates to Playturbo, its self-service element-based creative production platform for playable ads. The Playturbo platform now provides hundreds of premium playable ad templates and a new drag-and-drop feature giving complete control over production in just a few clicks.
Playable ads have quickly become one of the most popular ad formats among apps and brands due to their premium user experience, accessibility, and superior conversion performance. And while playable ads are effective, they are typically expensive and time-consuming to produce, posing a significant challenge to scalability.
Playturbo's zero-coding, drag-and-drop online editor aims to solve this problem with an 85x improved efficiency and 60x cost savings compared to other video creatives.
Playable ads created on Playturbo can be exported and deployed across all the major ad networks on the market. In addition, your creatives' language, device orientation, and package size can also be altered in a few clicks – helping you succeed in the global market.
Games, apps, eCommerce, and brands all stand to benefit from the playable template library, which offers premium images, text, background music, CTAs, videos, and effects.
About Mintegral-
Mintegral is an AI-driven, programmatic, and interactive advertising platform dedicated to helping clients bridge the gap among the world's most valuable markets. As a leading global mobile ad platform with an in-depth understanding of local markets, Mintegral provides a one-stop mobile advertising solution to help brands and apps overcome cross-regional challenges and scale globally.
Read More