Facebook gives small businesses new advertising and engagement tools

Facebook | May 07, 2019

Facebook is rolling out a series of new tools aimed at small and mid-sized businesses on Tuesday, three days into Small Business Week: an Automated Ads platform, video editing features and appointment booking capabilities. “With over 90 million small businesses on Facebook, we’re proud to play a role in helping business of all sizes grow and create jobs,” said Facebook. Automated Ads. Small businesses now have a tool that will automatically create up to six different versions of an ad that can run across Facebook, Instagram, Messenger and Audience Network. The tool will lead advertisers through a series of questions about their business and the goals of the ad, and then suggest call-to-action buttons, text and creative details based on the business’ Facebook Page.

Spotlight

Just weeks after a new partnership between DISH Media Sales and Rocket Fuel was announced, one of the final pieces of the programmatic puzzle—the integration of linear TV into the digital advertising ecosystem—fell into place.Watch DISH discuss the partnership at the Momentous virtual event hosted by Rocket Fuel on November 11, 2015.

Spotlight

Just weeks after a new partnership between DISH Media Sales and Rocket Fuel was announced, one of the final pieces of the programmatic puzzle—the integration of linear TV into the digital advertising ecosystem—fell into place.Watch DISH discuss the partnership at the Momentous virtual event hosted by Rocket Fuel on November 11, 2015.

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ADVERTISER PLATFORMS

InMarket Launches it's Next Generation Lift Conversion Index® (LCI) Attribution Tool to Optimize and Manage Campaigns from Impression to Purchase

InMarket | October 08, 2021

InMarket, the leader in 360-degree consumer intelligence and real-time activation, is launching the next generation of attribution with it's enhanced Lift Conversion Index (LCI), offering a 360-degree view of a campaigns true impact on in-store and online sales. New features give users advanced, in-depth views into exposure, attribution, and conversion to facilitate ongoing campaign optimization and maximize results. By combining robust consumer visit and sales data, InMarket's LCI allows users to harness the power of omnichannel attribution by connecting online and offline worlds. This streamlines campaign optimization and drives higher Return-On-Ad-Spend (ROAS). New features of InMarket's Lift Conversion Index include: Sales Attribution: A new Sales Attribution tool enables users to identify the impact of omnichannel media investment on in-store visits and sales. Through InMarket's accurate and consistent data sets, including Total Sales, Incremental Sales, Sales Lift, Transaction Rate, Shop Rate, Basket Size and more users can link their media's impact on sales to uncover true ROAS. Optimization Engine: A robust Optimization Engine identifies the top variables driving success, elevating top performing campaign tactics for faster and smarter actionability. The Optimization Engine allows users to leverage key campaign performance metrics and generate in-the-moment recommendations to drive better results. Transformed User Experience: The enhanced LCI® dashboard visualizes key performance metrics, creating faster, simplified access to the data users care about most. "InMarket's Lift Conversion Index attribution tool allows marketers to understand the success of their campaign through every step of the purchase process. From impression to visit to sale, LCI illustrates a holistic view of results, while providing visibility into the leading variables driving performance. Brands can now learn the effects of channel vs publisher vs creative and beyond to see what was really driving growth, and what was not, We are dedicated to supporting our clients with the next generation of actionable, predictive intelligence to grow their business through the optimization of accountable marketing." said Todd Morris, President of InMarket. Lift Conversion Index is powered by InMarket's industry-leading, robust consumer visit and sales data, and provides an accurate view of how media campaigns impact every stage of the customer journey, from impression to purchase. InMarket's omnichannel attribution solution pairs new features with updated incremental lift calculations including sales lift, precise, 1:1 matching improvements, improved projected visit methodology, and transparent statistical testing to increase actionable recommendations. "Foot traffic is the holy grail for us. If you can drive incremental foot traffic you can drive incremental sales," said Tim Ferris, Head of Precision Marketing at Dunkin' Brands. "With InMarket's LCI, we are able to close the loop on our advertising efforts by calculating the impact of those efforts through incremental visits and the revenue it drives for our franchise owners. As a result, incrementality has become a staple of our measurement and analytics approach to drive both brand love with consumers and our advertising effectiveness." Dunkin' Brands' success leveraging incrementality to drive growth was a key factor in Tim Ferris' recognition as a 2021 InMarket Lift Leader for Innovation. The InMarket Lift Leader Awards program recognizes and celebrates the individuals and organizations that leverage real-time engagement, attribution and insights to drive growth for their brands. About InMarket Since 2010, InMarket has been the leader in 360-degree consumer intelligence, real-time marketing for thousands of major brands. Through InMarket's data-driven marketing platform, brands can build targeted audiences, activate real-time, and measure success in driving sales. InMarket's proprietary Moments offering outperforms traditional mobile advertising by 6.5x.* InMarket, which has raised no venture capital funding, holds more than 27 patents across location, attribution and digital marketing, and its GeoLink self-service marketing platform was awarded Best Location Platform at the 2020 Digiday Technology Awards. Its nationwide team is united across more than 20 states.

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MOBILE ADVERTISING

VidMob Has Agreed to Acquire Chiligum to Add Creative Automation to its Intelligent Creative Platform

VidMob | October 29, 2021

VidMob, the world’s leading platform for Intelligent Creative, today announced that the company is acquiring Chiligum, an advertising technology company that automates aspects of creative production to deliver personalized and dynamic advertising at scale. With the addition of Chiligum, VidMob offers the first full-stack creative operations solution for marketers who want high-performing creative at scale, while maintaining brand quality and best practices. Chiligum’s creative automation technology helps teams close the gap between what creative asset teams can produce and what their media and digital experience plans require, and compliments VidMob’s AI-powered creative analytics, Agile Creative Studio and Brand Governance suite of products, and it’s global network of expert creators. Creative optimization is a largely untapped opportunity for brands looking to improve advertising performance and business outcomes. Creative agility is especially critical for marketers who run digital campaigns with unique audiences and a large variety of ad formats. VidMob’s technology enables brands to understand the impact of messaging and creative on advertising campaign performance and provides real-time insights that can be implemented by creative teams. With Chiligum, ads can be instantly versioned and personalized at scale, which is particularly valuable for brands with large product catalogues, dynamic pricing and promotion needs, or the desire to deliver personalized advertising. With the addition of Chiligum, VidMob customers can easily: Scale ad production faster - Rapidly create versions of best performing ads 90% faster Personalize ads at scale - Automatically update ads with real-time data feeds Publish Everywhere - Easily publish to all major digital and social media platforms Global creative enablement - Localize content for different geographic, cultural and business contexts “Human creativity will always be the backbone of differentiation in communications. Creative Automation frees up creators to focus on delivering higher value creative impact by removing the tedious formatting and versioning tasks that, with the advent of digital and personalization, have taken over much of their time and energy. I'm thrilled to welcome the Chiligum team and look forward to working with them to accelerate our development of the operating system for intelligent creative.” Alex Collmer, founder and CEO at VidMob. “VidMob’s data-driven approach to creative performance is a perfect fit for our company,” said Deborah Folloni, CEO and Founder at Chiligum. “VidMob has the most comprehensive solution to support Intelligent Creative operations and together we will help marketers remove creative bottlenecks, deliver quality creative that is intelligent and brand compliant, and that can support dynamic and personalization use cases.” About Chiligum Chiligum is a leading adtech company with headquarters in Sao Paulo, Brazil that helps marketers create ad content at scale with automation solutions. Founded in 2015 by Forbes 30 under 30 honoree Deborah Folloni, Chiligum has delivered over 7 million ad creatives to date for global brands. Most recently, the company was featured as one of Brazil’s 100 Startups to Watch as one of the most promising and innovative businesses in 2020. About VidMob VidMob is the world’s leading platform for Intelligent Creative that provides an end-to-end solution to help brands improve their marketing results by unifying creative and data. VidMob is the only company in the world to receive a certified creative marketing partner badge from every major social and digital platform. A portion of every dollar VidMob receives is used to fund pro bono creative services for non-profits through its 501(c)(3) VidMob Gives. Most recently, the company was included in Inc. magazine's annual list of the Best Workplaces for 2020 and VidMob received the 2020 Creative Intelligence Technology Innovation Award from Frost & Sullivan.

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PROGRAMMATIC ADVERTISING

Preparing for a Cookieless Future with Contextual Advertising

Seedtag | August 24, 2021

Albert Nieto, co-CEO of Seedtag, explains why advertisers should invest in contextual targeting as the end of third-party cookies edges closer. Google recently announced that it is delaying its plans to phase out third-party cookies in the Chrome browser until 2023, a year later than it originally planned. However, while the announcement may feel like a backwards step in the battle for consumer privacy, the wider industry continues to press on with plans to deprecate the use of third-party cookies. Apple launched changes to IDFA (ID for Advertisers) as part of its iOS 14.5 update, which requires apps to ask users to grant permission to collect and share their data. What’s more, Mozilla and Firefox have already stopped the support for third-party cookies to track users on their browsers. Nevertheless, with Chrome accounting for 60% of all web traffic in the UK, this announcement still marks a seismic change for third-party cookies. This all leads to online advertising being pushed to adapt to a more privacy-driven web, giving end-users better control over their data. The 2022 timeline was always very ambitious, meaning this additional time has been welcomed by advertisers and publishers, as it provides them with more time to adapt. However, the transition to a cookieless world will not be a one-off switch, but an ongoing process for advertisers that is already underway. Removing the reliance on cookies In digital advertising, third-party cookies are widely used by ad tech companies to identify users on desktop and mobile devices for the purposes of targeting and reporting. Based on changes in consumer preferences on how their data is collected or used, brands will be forced to sever their dependence on cookies, shifting towards a future that meets new privacy standards. Businesses in the space can use this new era as an opportunity to solve some of the underlying issues linked to cookies, such as slow-loading and a lack of control over Publisher data for Editorial Groups, or cookie matching between different platforms for Advertisers. Furthermore, the reliance on cookies has made many marketers focus excessively on their targeting strategies, seeing them rely on questionable attribution models and embrace standard ad units pushing for a commoditisation of advertising. More often than not, some companies in the sector forget that the very reason why advertising exists is to create positive emotions in anyone that interacts with the brand. Contextual is the best answer and the only one available at scale While walled gardens will remain an option for advertisers to interact with their potential customers using first-party data, the big question is what will happen in the open web without cookies. Companies in the ad tech sector have two options: substitute cookies for an alternative technology that allows them to keep addressability on the web; or switch to privacy-first targeting options like contextual advertising. The ad tech industry is still in the early days of identifying an optimal solution for a post third-party cookie world. The problem with the cookie is not its technology, but its lack of privacy. With privacy concerns well and truly entrenched, no technology that fails to respect users will prevail. Contextual targeting using NLP (Natural Language Processing) and AI algorithms is not only available and workable at scale, but is also proving to be as effective as audience targeting was. The ability for brands to understand the content that the user is consuming at the time of the ad delivery will become a new and as-effective identifier for the target audience and their preferences. Contextual targeting combines relevance with the scale, precision, and seamlessness that is championed by programmatic media. Ensuring consumers’ privacy In terms of privacy, contextual advertising permits targeted marketing in highly relevant environments without requiring data from customers. It concerns itself with the context and meaning of advertising environments, not the behavioural patterns of online users. Therefore, it presumes that the user is relevant to the advertisement without ever relying on their historic behaviour. With real-time updates, the company’s contextual targets will automatically refresh to include new and relevant environments for the adverts, driving improved results and conversions. Another strategic advantage is that it enables advertisers to deliver messages to consumers when they are most receptive to brand messages. For instance, when a user is browsing content about a specific topic, it might imply their interest to make a related purchase. Overall, the ability for ad tech companies to target customisable contexts is essential, especially when operating in highly specific or niche markets. The future of ads With the ad tech industry on the path to a cookieless world, it’s now time to adapt and make sure that consumers are able to provide privacy-driven, digitally savvy end-users with better control over their data. As contextual targeting has proven to be effective with real-time updates and personalisation, many marketers are seeking it out as an alternative to third-party cookies. Many industries have successfully adapted to key defining moments and have ended up becoming larger and more profitable as a result. The creation of the internet, for instance, created global opportunities for travel agencies and those who embraced the change evolved from local or national companies into global businesses. Those who resisted the change, and didn’t put their clients first, probably don’t exist today. The advertising industry is not an exception and businesses must define their strategy backwards. Consumers want privacy in the same way they want to book their holidays online – if this is granted then new, exciting opportunities will arise for everyone

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