Facebook adds new reporting for Click-to-WhatsApp ads

Facebook | January 04, 2019

Facebook’s Click-to-WhatsApp ads offer marketers and advertisers a way to start a conversation with consumers on its encrypted messaging app. The ads can be purchased through Facebook’s Ad Manager platform and display in a user’s Facebook News Feed. Now, in addition to messages, Click-to-WhatsApp ad campaign objectives include traffic, conversions (for website), and post engagement. Facebook has been aiming to monetize its encrypted messaging app for some time now. In Jan. 2018, the company first launched a business app and business profiles for marketers using the WhatsApp messaging app.  Facebook’s Click-to-WhatsApp ads began rolling out in August of last year, launching a pre-filled WhatsApp chat that allowed users to message a business via the app. (Advertisers running Click-to-WhatsApp ads receive metric reports in their Facebook Ads Manager dashboard tracking how many conversations were started via the ads.)

Spotlight

We Are Social's comprehensive new Digital in APAC 2016 report offers internet, social media and mobile usage statistics covering 30 countries around the Asia-Pacific region. It contains 150 infographics, including refreshed global snapshots, rich regional overviews, and in-depth digital profiles of 30 of APAC's key economies.

Spotlight

We Are Social's comprehensive new Digital in APAC 2016 report offers internet, social media and mobile usage statistics covering 30 countries around the Asia-Pacific region. It contains 150 infographics, including refreshed global snapshots, rich regional overviews, and in-depth digital profiles of 30 of APAC's key economies.

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T-Mobile Appeals National Advertising Division Recommendation to Discontinue "America's . . . Most Reliable 5G Network" and Other Claims

National Advertising Division | November 26, 2021

The National Advertising Division (NAD) of BBB National Programs recommended that T-Mobile US, Inc. discontinue certain advertising claims for T-Mobile's 5G network. T-Mobile will appeal NAD's decision. The claims, which appeared in television, radio, and internet advertising, were challenged by Verizon Communications, Inc. NAD recommended that T-Mobile discontinue the following claims: "America's . . . most reliable network"; "Verizon's latest strategy is to steal bandwidth from their 4G"; and The implied claims that low-band 5G employing DSS technology is inferior to low-band 5G employing standalone spectrum and that T-Mobile's low-band 5G network provides a substantively different and better experience than Verizon's low band 5G. In support of its "America's . . . most reliable network" claim, T-Mobile relied on the results of an audit report conducted by umlaut. The umlaut report uses crowdsourced data (about 250 Key Performance Indicators and billions of data points daily from devices in the United States) collected from actual mobile customers via various apps that can be installed on an end user's phone. NAD noted that umlaut's scoring for 5G network reliability tested the following three metrics: (1) ability to find 5G coverage; (2) ability to connect to the 5G network and complete the transactions of the 5G network; and (3) ability to provide sufficient DL speeds to support popular services for 5G users. However, NAD found that umlaut's methodology for testing the reliability of 5G networks was not a good fit for the messages reasonably conveyed by a reliability claim (i.e., more than just speed and coverage). NAD noted that umlaut testing measures two coverage metrics and one speed metric. While NAD agreed that speed and coverage are important to consider when talking about 5G network reliability, speed and coverage alone cannot support a reliability claim. NAD noted that there is no data to show that T-Mobile's network is superior to competing networks in allowing consumers to access the network and stay connected to complete a session or accomplish a specific task. Therefore, NAD determined that the underlying "most reliable" 5G network claim is not supported and recommended that T-Mobile discontinue its "America's . . . most reliable 5G network" claim. NAD noted that nothing in its decision prevents T-Mobile from accurately touting umlaut's award based on coverage and speed, if accurate. NAD also considered whether the "most reliable" 5G network claim conveys the implied message that T-Mobile has been judged America's "most reliable" 5G network by an independent test not commissioned by T-Mobile. NAD noted that umlaut independently developed metrics to test the performance of 5G networks, applied those metrics to data it collected independently, and T-Mobile then paid umlaut for the right to feature the results of the audit in its advertising. Therefore, NAD concluded that there was no material connection between T-Mobile and umlaut that required disclosure. Further, regarding the claim "Verizon's strategy is to steal bandwidth from their 4G," NAD determined that the net impression from the challenged advertising is that T-Mobile provides a superior 5G experience because they give consumers 5G on a standalone network and in general that 5G provided via Digital Satellite System (DSS) is an inferior service. Because the evidence did not support the message that Verizon's use of DSS to provide consumers with 5G rather than using a standalone network equates to "stealing," NAD recommended that the express claim be discontinued. NAD also concluded that the evidence provided by T-Mobile could not be used to support the implied superiority claim that T-Mobile's low band 5G is better than Verizon's low band 5G network. Accordingly, NAD recommended that T-Mobile discontinue the implied claim that low band 5G employing DSS technology is inferior to low band 5G employing standalone spectrum and that T-Mobile's low band 5G network provides a substantively different and better experience than Verizon's low band 5G. In its advertiser statement, T-Mobile stated that it "will appeal NAD's decision." Further, the advertiser referenced umlaut's determination that "T-Mobile's 5G network is the most reliable 5G network in the United States" and stated that "like other similarly situated advertisers, T-Mobile should be able to advertise this independent award. Because T-Mobile strongly disagrees with NAD's recommendation that it not do so, it will appeal NAD's decision." Such appeals of NAD decisions are made to the BBB National Programs' National Advertising Review Board (NARB), the appellate-level truth-in-advertising body of BBB National Programs. All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. About BBB National Programs: BBB National Programs is where businesses turn to enhance consumer trust and consumers are heard. The non-profit organization creates a fairer playing field for businesses and a better experience for consumers through the development and delivery of effective third-party accountability and dispute resolution programs. Embracing its role as an independent organization since the restructuring of the Council of Better Business Bureaus in June 2019, BBB National Programs today oversees more than a dozen leading national industry self-regulation programs, and continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-directed marketing, and privacy. To learn more, visit bbbprograms.org. About the National Advertising Division: The National Advertising Division (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business.

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SERVPRO Launches New Advertising Campaign to Reinforce Leadership Position

SERVPRO | November 02, 2021

SERVPRO, the nation's leader in fire and water cleanup and restoration services, will bring its Like it never even happened® brand promise to life in a fun, visually-striking advertising campaign. The new "There's a PRO for That" campaign, which is scheduled to launch on November 1, showcases SERVPRO's industry-leading arsenal of cleaning and restoration capabilities through a series of extreme scenarios that put its services to the test. The new integrated campaign will feature national broadcast TV, OTT/overlays, paid and organic social media, online video (OLV) retargeting, and website content. The inspiration for this campaign comes directly from the amazing work SERVPRO experts do on a daily basis, taking on challenges of any size with an unmatched level of effectiveness. This campaign showcases how SERVPRO makes Like it never even happened® happen. It dramatizes how no matter what might come your way, you can be reassured because SERVPRO always has a pro for that." Mike Stahl, SERVPRO's Chief Marketing Officer The campaign was created by BUNTIN, SERVPRO's lead brand and advertising partner. The team at BUNTIN partnered with Los Angeles-based production house Smuggler, the top-rated production company in the United States, to produce two spots that combined massive in-camera special effects with high-quality post-production enhancements. Award-winning Swedish director Filip Engstrom was tapped to direct this project, bringing his modern aesthetic and expertise in large-scale productions to make the campaign even more impactful. "While we're well-known for our work in fire and water cleanup and restoration, 'There's a PRO for That' also creates a framework for us to promote the other services we offer as well as potential future offerings," Stahl added. In addition to the advertising campaign, SERVPRO is unveiling a brand refresh featuring changes to its logo and several significant updates to its website, including a new "look and feel." This is the first time SERVPRO has updated its logo since 2013. Featuring a new layout, the website changes offer a better user experience by connecting customers to their local SERVPRO location using auto-location detection, which makes the overall site significantly easier to navigate. The site also features new content demonstrating the processes and steps their PROs use to make it look Like it never even happened® happen. "With this brand refresh, we've maintained the legacy attributes of our brand, but given it a modern look and feel. Along with the new brand platform, our work to make our logo more modern, functional and iconic is representative of our system-wide commitment toward maintaining our position as the industry leader," Stahl added. View "There's a PRO for That" campaign here. About the Production A crew of 85 film industry professionals in Los Angeles collaborated in real time with a team of digital effects and cinematography experts in Sweden, carefully following COVID-19 safety protocols over three 12-hour filming days. The production team selected an abandoned factory outside downtown Los Angeles, which also provided the right environment to create a test facility look and feel and to show what SERVPRO experts are capable of doing. The over-the-top nature of the campaign demanded a large versatile production location that could accommodate space for a helicopter to drop a giant water balloon on top of a model home and for an airplane engine to blast the set of a hair salon, as well as tons of gadgets, rigs, engines, extras and SERVPRO experts with their gear, vans, a big-rig truck and specialized equipment. This new campaign replaces SERVPRO's "Whatever Happens" campaign that has been in circulation since early 2019. A separate campaign to promote Certified: SERVPRO Cleaned, an enhanced cleaning program created in response to COVID-19, aired from June through December 2020. About SERVPRO For more than 50 years, SERVPRO has been a trusted leader in fire and water cleanup and restoration services, mold mitigation, biohazard and pathogen remediation. SERVPRO's professional services network of more than 1,900 individually owned and operated franchises spans the United States and Canada, responding to property damage emergencies large and small – from million-square-foot commercial facilities to individual homes. When disaster strikes, homeowners, business owners and major insurance companies alike rely on SERVPRO to make it "Like it never even happened.

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Alfa Romeo Introduces 'Near Life Experience' Global Advertising Campaign at the Formula 1 U.S. Grand Prix

Alfa Romeo | October 25, 2021

Alfa Romeo presents the first global advertising campaign, "Near Life Experience," at the United States Grand Prix in Austin, Texas, on Sunday, October 24 Campaign launches across Alfa Romeo social media channels on Friday, October 22 Alfa Romeo is introducing its first global advertising campaign, "Near Life Experience," at the United States Grand Prix in Austin, Texas, on Sunday, October 24. "Near Life Experience" will premiere in the United States with a multichannel campaign that will start on Alfa Romeo brand's social media channels beginning this Friday, October 22 and will launch worldwide later this year. "Near Life Experience" can be viewed here. The significance of launching our 'Near Life Experience' campaign for Alfa Romeo during this weekend's U.S. Grand Prix is by design. It pays tribute to the brand's rich racing heritage that goes back as early as 1910 and to the start of Formula 1 in 1950, when Alfa Romeo was not only present, we were champions the first year, taking first place with Giuseppe Farina and the Alfetta 158. 'Near Life Experience" honors a rich automotive pedigree that continues to evolve and delivers on its exceptional promise to Alfa Romeo drivers on the road every day." Olivier Francois, global chief marketing officer, Stellantis. The "Near Life Experience" campaign interprets new values and the ambition of Alfa Romeo, yet reminds "Alfistas" that Alfa Romeo vehicles are designed with a premium placed on both driving and emotion. Driving an Alfa Romeo is a uniquely emotional experience that makes the driver feel something extraordinary, delivering a profound experience for the senses. It's the culmination of all the feelings, emotions and sights, coming together to form a moment as close to perfect as humanly possible. "For Alfa Romeo, the 'Near Life Experience' campaign is a very big step toward its future as a premium global brand," said Jean-Phillippe Imparato, chief executive officer, Alfa Romeo. "While remaining true to the brand's DNA, the epitome of Italian noble sportiness since 1910, this video speaks of its daring attitude and its unique ability to provide its customers with a visceral experience. This is the first time we're using a single language all over the world, a direct message to everyone who shares Alfa Romeo's values." As part of the campaign, Alfa Romeo is also introducing the #AlfaRomeoExperience hashtag, giving Alfistas the opportunity to share their own near-life experiences across the brand's social media channels. This campaign was developed by TRG (The Richards Group), an independent agency in Dallas, and directed by Salomon Ligthelm. The director of photography, Daniel Bouquet, previously worked on "Sound of Metal," which was nominated for a 2021 Academy® Award. The soundtrack consists of Flavio Ibba's arrangement of Vltava (The Moldau) from Smetana's Má vlast (My Country). Alfa Romeo at Formula 1 United States Grand Prix 2021 In support of the global launch of the "Near Life Experience" advertising campaign, Alfa Romeo in partnership with MotorTrend invites owners, fans and guests to experience the 111-year-old, race-inspired Italian brand at the fabled Circuit of the Americas to watch Alfa Romeo racing drivers, Kimi Räikkönen and Antonio Giovinazzi, do battle on the only American Grand Prix of the 2021 season. Alfa Romeo's premium hospitality is located near the Grand Plaza outside turn 19 and will feature a VIP lounge with entertainment, live track television feed to stay up-to-speed on all the action, a virtual race simulator, iconic Alfa Romeo display car, special giveaways for Alfa Romeo owners who show their car key and a silent auction benefiting the local United Way charity. Race fans and guests are encouraged to also follow along on the Alfa Romeo USA Instagram and Twitter social media channels throughout the Grand Prix weekend for unique content leading up to the race and an exclusive Alfa Romeo Formula 1 team playlist on Spotify inspired by the Alfa Romeo Formula 1 racing team. 2022 Alfa Romeo Giulia The 2022 Alfa Romeo Giulia Sprint, Giulia Ti and Giulia Veloce deliver race-inspired performance with class-leading 280 horsepower, advanced technologies, seductive Italian style and available all-wheel-drive system, while providing an exhilarating driving experience in the premium midsize sedan segment. For 2022, enhancements to the Giulia lineup include new standard advanced driver-assistance system (ADAS) technology, as well as safety and convenience features across all trim levels. The Giulia Quadrifoglio represents the halo of the lineup and highlights Alfa Romeo's exclusive motorsports and performance expertise with a best-in-class, 505-horsepower, 2.9-liter, twin-turbocharged V-6 engine, earning the title of the most powerful Alfa Romeo production car and the quickest with an unsurpassed 3.8-second 0-60 miles per hour (mph) time. Plus, Giulia Quadrifoglio set a Nürburgring record lap time of 7 minutes, 32 seconds, the fastest ever by a five-passenger production sedan. 2022 Alfa Romeo Stelvio The Alfa Romeo Stelvio sets the benchmark for performance SUVs with updates for 2022 that include new standard advanced driver-assistance system (ADAS) technology, as well as safety and convenience features across all trim levels. Born from the world's greatest driving road, the Stelvio Pass, the 2022 Alfa Romeo Stelvio delivers performance, design and technology in an SUV that could only come from Italy. Crafted by Alfa Romeo artisans at the Cassino plant in Italy, the Stelvio lineup is infused with Italian passion, craftsmanship and innovation and is a testament to Alfa Romeo's unparalleled balance of engineering and emotion, creating a premium midsize SUV for driving enthusiasts. Alfa Romeo Born in 1910 in Milan, Italy, Alfa Romeo has designed and crafted some of the most stylish and sporty cars in automotive history. That tradition lives on today as Alfa Romeo continues to take a unique and innovative approach to designing automobiles. The Alfa Romeo Stelvio sets a new benchmark in performance, style and technology in an SUV. The award-winning Alfa Romeo Giulia delivers race-inspired performance, advanced technologies and an exhilarating driving experience to the premium midsize sedan segment. The Giulia Quadrifoglio and the Stelvio Quadrifoglio feature Alfa Romeo's most powerful production engine ever with unsurpassed 0-60 mph times of 3.8 and 3.6 seconds respectively, and embody Alfa Romeo's "la meccanica delle emozioni" (the mechanics of emotion) spirit. Alfa Romeo is part of the portfolio of brands offered by leading global automaker and mobility provider Stellantis.

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