Facebook Introduces New Custom Templates for Stories Ads

searchenginejournal | October 17, 2019

Facebook is introducing new templates which make it easier for marketers to create custom stories ads across Facebook, Messenger, and Instagram. These new templates build off of the previous default templates, which allowed marketers to take any digital asset and render it as a fullscreen, vertical ad. Customizable stories templates make it possible for marketers to turn existing assets into stories ads with minimal effort. With these tools, marketers can produce creative that feels natural to the stories environment. Initial tests with Instagram Stories showed that using customizable templates instead of using the default templates may lead to better campaign performance. This is because it allows marketers to tailor an asset for their specific brand and campaign.

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of small businesses have no social media presence at all 34% 33% 43% 40Minutes of millennials identify social media as one of their preferred channels for communicating with businesses of digital marketers say social media is one of their most effective tactics is the average time spent on Facebook per day, per user Social Media f in f.

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of small businesses have no social media presence at all 34% 33% 43% 40Minutes of millennials identify social media as one of their preferred channels for communicating with businesses of digital marketers say social media is one of their most effective tactics is the average time spent on Facebook per day, per user Social Media f in f.

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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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Netflix will bring ads to give cheaper options

Netflix | April 20, 2022

Netflix finally considers supporting ads on its streaming services. Recently Netflix has suffered the loss of 200,000 subscribers in the first quarter. At the end of the first quarter, the streaming service provider reported 221Million global subscribers with depreciation of 200,000 and missed it's projected 2.5 Million net add. The speculations say that the dip in subscribers is due to the recent price hike by Netflix in Jan 2022. On the Earnings call, Netflix Co-Founder, Chairman, President & Co-CEO Reed Hastings said although he is fond of the simpler subscription model that the legacy customers of Netflix are accustomed to, he is considering offering customers cheaper options by allowing ads. Netflix Co-Founder, Chairman, President & Co-CEO Reed Hastings said, "….And one way to increase the price spread is advertising on low-end plans and to have lower prices with advertising. And those who have followed Netflix know that I've been against the complexity of advertising and a big fan of the simplicity of subscription." In his words, "….And one way to increase the price spread is advertising on low-end plans and to have lower prices with advertising. And those who have followed Netflix know that I've been against the complexity of advertising and a big fan of the simplicity of subscription." He further adds, "But as much I'm a fan of that, I'm a bigger fan of consumer choice. And allowing consumers who would like to have a lower price and are advertising-tolerant get what they want makes a lot of sense. So that's something we're looking at now. We're trying to figure out over the next year or 2. But think of us as quite open to offering even lower prices with advertising as a consumer choice." There was no indication of when or how advertising will be phased in. However, considering recent development, the comments prove their significance. Netflix disclosed not only a subscriber shortfall but also its first global subscriber decrease since 2011. It partly criticized competition, raising concerns about the congested sector more forcefully than before. Netflix currently has 221.6 Million paying customers and still is the leader in its segment; however, the current loss of subscribers points toward its limited options. While discussing the accommodation of ads, Hastings said,"And in terms of the profit potential, definitely, the online ad market has advanced. And now, you don't have to incorporate all the information about people that you used to. So we can be a straight publisher and have other people do all of the fancy ad-matching and integrate all the data about people. So we can stay out of that and really be focused on our members creating that great experience and then again, getting monetized in a first-class way by a range of different companies who offer that service."

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Meta Relies on Automation for its Ad Platform

Meta | March 23, 2022

On March 22, Goksu Nebol-Perlman, Meta’s VP of Product Marketing, Ads and Business Products, announced that Facebook’s ads platform had new automation and machine learning tools. This new ad service called Meta Advantage brings together automated ad products. Through automation, advertisers can set app-install ad campaigns and create ‘lookalike’ audiences using Meta’s artificial intelligence. These lookalike audiences are based on the internet behavior and other factors of existing customers of brands. “This move is in line with the industry’s desire for a more fully integrated tech stack that gathers all actionable data on one platform for more automated and efficient mobile growth," said Simon “Bobby” Dussart, CEO of Adjust “This move is in line with the industry’s desire for a more fully integrated tech stack that gathers all actionable data on one platform for more automated and efficient mobile growth," said Simon “Bobby” Dussart, CEO of Adjust, a mobile marketing analytics platform, referring to Meta’s new automation. More than 10 million advertisers run ad campaigns through Meta. Privacy regulations make it harder to collect data online so advertisers need to lean on machine learning models and aggregated data sources that do not do much to identify individual users. Nebol-Perlman said that the automated upgrades would assist in ad targeting and lower the costs on ads. “If Advantage Detailed Targeting finds better performance opportunities outside your defined audience,” Nebol-Perlman wrote in a blog post, “the product makes dynamic updates to attempt to optimize those performance opportunities by expanding your audience.” Meta’s platform looks for audiences beyond the defined targets that marketers have already brought to the platform. The automated targeting has led to “37% lower median cost per incremental conversion than when not used,” Nebol-Perlman said. Meta was already using automation to power their app campaigns and decide where the ads needed to be placed, both on Facebook and Instagram. There are cosmetic changes in Meta’s platform, which already was offering automation. They fall under the Meta Advantage and Advantage+.

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