Google Searches Help Decide Facebook Ads

Your Google Searches May Help Decide Your Facebook Ads

Facebook ad partner Kenshoo Social just rolled out a beta program, allowing marketers to take the keywords from a user’s search query and retarget the user with relevant ads within their Facebook news feed.  Using this new technology, advertisers will now have the ability to see what keywords prompted a user to click on a search ad. Then the advertiser will be able to use this information and target users on Facebook with ads related to the keywords that prompted the initial search ad engagement.

In essence, this product enables advertisers the ability to retarget from search to social. The ability to identify users’ keywords in search is not limited to Google either. It can be used with Yahoo! and Bing as well. Up until now companies have only been able to retarget users that have visited their sites. Having the ability to know what led the user to the site allows for much more effective targeting. For example, with this new technology a user who searched “Nike shoes” on Google and clicked on the ad can now be served Nike shoe ads on Facebook, whereas before the advertiser could only identify users who visited the site and target them on Facebook based on their Facebook profile interests. It is easy to see how this new method is more efficient in targeting users.

To avoid any violations in privacy law, Kenshoo Social has restricted the advertiser to only see the keywords that prompted the initial search ad to run. Also, while Kenshoo Social is the first company to build out this technology, it is not exclusive to them and many more ad partners are likely to follow suit in the near future.

Question, Comments & What the Future Holds:

  • This is a product that can make a search buy more efficient by giving advertisers the ability to retarget on Facebook rather than in search, which tend to cost a premium within the search space

o   This new technology allows for a more cost efficient way to spend on search while employing retargeting tactics in the social space

  • Will it be possible to only retarget users on Facebook who have engaged with the search ad, but not completed the purchase path?
  • Kenshoo Social is also a Twitter Ads API Partner. Is something similar to this on the roadmap for Twitter?
  • Will the future hold increased social spends and a decrease in retargeting directly in search

Sources:

http://mashable.com/2014/06/04/google-facebook-ads-search/

http://adage.com/article/digital/kenshoo-brings-google-search-intent-facebook-advertising/293533/

 

By Michael Short

Assistant Media Planner – Universal Theatrical/HE

Gamers Are Not Who You Think They Are

Gamers Are Not Who You Think They Are, Study Finds

Twitch in association with LifeCourse Associates just released a new study, which finds that today’s gamer does not fit long-held stereotypes and instead is an average young, millennial.  The study dispels the common belief that most gamers dwell in their parent’s basement, and do not hold full time jobs.

Sixty-three percent of Americans have played a video game in the last 60 days.  The number increases to 73 percent of that demographic, when considering only those of millennial age.  “Gamers overall have a different profile than 10 years ago,” said Jonathan Simpson-Bint, Twitch’s chief revenue officer. “The sort of key takeaway before was that gamers have been a pariah group. That simply isn’t the case now because they basically follow the profile of millennials.”

Consequently, brands who want to target millenials can now look at gaming as one of the primary environments for this demographic.  With Twitch teaming up with major brands such as Lionsgate and Mountain Dew, the opportunities for non-endemic revenue have expanded.

Ultimately, the majority of people are now playing games.  And contrary to common belief, those who like to play are also active socially.  Today’s gamers listed their friends as the most important thing in their life, and about three out of every four make time for some sort of offline communal activity.

Questions, Comments & What the Future Holds

  • Since the study didn’t define what exactly constituted a video game, it would be interesting to see what percentage of people own one of the major gaming consoles.
  • Do sites like Twitch possess enough scale to command larger portions of media budgets?
  • Did this study actually look at Twitch’s audience, or was it based on self-identified gamers (which might be more broad since it may include casual gamers)? And if not, how is Twitch’s audience different?
  • How will Twitch use the information to inform their platform—will there be live streaming of casual gaming or will there be competitions in casual gaming?
  • While Twitch has integrated into consoles to make it easier to upload live gameplay, will it also integrate into mobile devices to do so for casual gaming?
  • Just because the gamer audience is more broad now, will they be receptive to broader advertisers in their niche space such as Twitch?
  • How might the tendency for consumers to make their gaming experiences more “social” translate into something relevant or valuable for advertisers?
  • Although live streaming and gameplay videos (Twitch’s most popular content) have become more prevalent, does Twitch see these areas extending to a broader, casual gaming audience?

 

By Anthony Asencio

Digital Media Planner, USHE

Pinterest DIY Promoted Pins

Pinterest Tests Do-It-Yourself Promoted Pins For Small And Medium-Sized Businesses

This past year, Pinterest introduced “Promoted Pins” for large national brands. But now it will also include paid placements for small and medium-sized business with a new self-serve product.

Last month, Pinterest conducted a small test for the Promoted Pins product with large national brands that included ABC Family, Banana Republic, Expedia, GAP, General Mills, Kraft, Lululemon, Target, Walt Disney Parks and Resorts, and Ziploc.

These companies were looking to reach a highly engaged audience and to create stronger brand affinity. The first group of Promoted Pins were sold on a CPM basis, based on the number of impressions generated for each of the advertisers.

Now, Pinterest wants to make its ads platform available to businesses that don’t necessarily have as strong as a brand following. Pinterest considers the previously stated brands as “premium CPM advertisers.”

The new Promoted Pins product will enable advertisers to only pay when the user clicks through and views the content that is being promoted. This will likely open up Pinterest’s ads product to a much larger potential group of customers.

Similarly to Google’s AdWords platform, the new do-it-yourself platform for Promoted Pins will have an auction-based component for allowing businesses to place their ads alongside certain content.

Currently, Pinterest is working with just a handful of small businesses for the launch of its self-serve offering. These businesses include Artifact Uprising, Food52, and Vineyard Vines.

 

Questions, Comments & What the Future Holds:

  • What were the results of the test campaign and how successful was the test for social engagement and brand awareness lifts? It will be interesting to see the different types of advertisements that will be exposed on the platform seeing that Pinterest is a creative space.
  • Will there be any restrictions on the Promoted Pins like the 20% text rule on Facebook? What types of targeting will the platform be able to do? Will it only be based on interests?
  • Are Promoted Pins available on mobile? Or will they only be available on desktop? The user experience is different on mobile because the user does not see as many pins; perhaps making it more apparent which pins would be ads.
  • Will Promoted Pins be able to host video? Automatic play, similarly to Facebook’s sponsored video posts, would certainly drive interaction since currently on Pinterest it is a click-to-play model.

 

By Paula Cahill

Assistant Media Planner

Datalogix Raises $45MM to Enhance Data Services

Datalogix Raises $45M to Enhance Data Services

Datalogix is a company that gathers consumer offline purchasing data and matches this data with set top box information in order to build custom TV target segments for advertisers to utilize in order to reach their desired audience more accurately. Currently the data company has informed the press that they have information on just about $1 trillion worth of consumer spending.

Last week an article was released reporting that Datalogix has recently raised $45 million in funding in order to advance and widen their audience and measurement products. Leading the funding was the asset management firm, Wellington Management company LLP with previously existing investor Institutional Venture Partners also participating.

Eric Roza, CEO of Datalogix was quoted saying, “Data, technology and analytics are transforming marketing. We see a growing opportunity to enhance marketing by tightening the connection between media exposures and consumer product purchases and this funding will be put to good use in building the dialogue between brands and their best customers and prospects.”

It will be interesting to see what comes out of this most recent investment. Datalogix has already seen a 50% growth in revenue in the past year and with this new source of funding this number may increase drastically. On top of this recent news, Datalogix has already made a big move this year lining up a deal with Facebook this past April which gives marketers access to 300 audience segments for targeting ads across the social platform, for example a look-a-like audience based on people who like American Greed. A similar deal is already in place with Twitter as well.

Question, Comments & What the Future Holds:

From the marketers perspective we have seen success with 3rd party data targeting.

·      The question to ask is how this recent investment will be used.

o   There was no information shared as to what direction these new products, which have yet to be produced, will go in however there has been a consistent point in which data targeting has been limited. After all, look-a-like targeting has proven to be successful in the past but it is still a bit of a guessing game.

·      Will this allow for more granular use of set top box data? If so, will there be capabilities to target people in real time based on what they are watching on their TV? Will this shorten the gap between online activities and offline TV consumption and purchase behavior?

·      Will this funding only help increase the data that comes from offline consumption?

Sources:

http://techcrunch.com/2014/05/28/offline-purchase-data/

http://adage.com/article/digital/facebook-twitter-data-partner-datalogix-raises-45m/293446/

http://www.internetretailer.com/2014/05/28/data-platform-provider-datalogix-raises-45-million

http://www.adweek.com/news/technology/datalogix-nabs-45-million-157989

By Paul Tracey

Digital Media Planner Cable NY

Facebook for Kids?

Facebook for Kids?

While people of all ages currently make up the over 1.3 billion active users on Facebook, the site does require a user to be above the age of 13. Although Facebook tries to ban users under the age of 13, falsifying birth date information during the registration process, which over 5.6 million kids under 13 years old have already taken to, serves as an easy work-around. Last week, it was made public that Facebook had filed a patent that would potentially provide the solution in allowing kids under 13 to use the social networking platform legitimately.

The legal bind that Facebook finds itself in is the simple fact that it is illegal to collect personally identifiable information of anyone under the age of 13 without parental consent. Facebook has been publicly open about wanting to find a solution to alleviate this particular problem as soon as possible. One potential solution has been the development of tech that would supposedly allow parents to supervise their child’s accounts by linking them. In doing so, parents would have to approve their child joining Facebook and then be able to monitor various activities including communications and app downloads.

There are however many obstacles that still stand in the way of Facebook being able to implement this tech. First there is a required compliance to the Children’s Online Privacy Protection Act, which essentially governs what kind of data companies can gather on kids under the age of 13. There is also the Federal Trade Commission, which would need to approve the method in which Facebook would be confirming parental consent. There may also be pushback from various privacy rights groups that would fear for the exploitation of these young users despite parental monitoring.

While official statements from Facebook claim that the filing of the patent is no official indicator of what steps the social media site will take, CEO Mark Zuckerberg has been clear in his intentions of wanting to make the service available to kids starting from a very young age.

Additional Reading

http://www.politico.com/story/2014/05/facebook-patent-children-107246.html

Questions, Comments & What the Future Holds

·      While the legal ramifications are obviously apparent, is the possible decline of Facebook user-ship serving as an additional motivation to open up the site legally to kids under 13?

o   Securing users from an early age would allow for potentially longer user retention

o   Allowing kids under 13 to join FB still would not solve FB’s problem of maintaining relevancy for the younger generations who are already moving on to the next big thing

·      Will the sheer necessity of kids needing parents to approve/link their accounts, be reason enough for kids not to join?

·      Would opening up the age restriction would allow Facebook and advertisers to target the growing market for kid’s games, or would there be laws implemented to exclude them from being targeted?

·      What other types of activities will have to be parent-approved?  Video plays? Liking a brand or any other official page? Friend requests? Location-based check-ins?

By Gene Ikeda

Digital Media Planner

Whisper Redesigns Its App to Hear What Everyone is Really Thinking

Whisper Redesigns Its App to Hear What Everyone Is Really Thinking

Whisper, one of the most popular up and coming mobile apps, has decided to redesign its app to further provide users the ability to find like-minded users, yet still stay true to its foundation of anonymity. Currently, Whisper has seen more than 6 billion views a month, up from 3.5 billion in January.

The biggest additions are “categories” and “related,” options that allow users to seek and curate content they are looking for, rather than the current system of “anything and everything.” These new features allow the app to become more refined and better tailored to the users seeking specific content such as Love & Romance, Money, Family, OMG, Drugs and Alcohol, etc. Whispers are put into different categories by an algorithm that understands not just keywords but also sentiment, with the hopes to instantaneously form groups of like-minded users and connect them with one another. The CEO admits the current algorithm is not perfect, but as users add and search for more whispers, it will continually improve.

Additionally, they included the location feature so that users could see Whispers beyond their current location – spanning the world to encourage global conversations and connections. Eventually, they hope this will encourage posting and maximize the ability to see what people are thinking while maintaining anonymity.

 

Questions, Comments, What does the future hold:

  • These new additions are seen as a precursor for personalization, which is increasingly significant to the younger generations
  • Currently, advertisers can take to this platform if desired since all posts are anonymous and there is no need to tap into influencers

o   This could help further seed out word-of-mouth approaches, or even help with initiatives like field screenings, secret/special meet and greets, etc.

  • Should in-app advertising opportunities become available, these growing categories will allow for a variety of targeting opportunities, including the potential to tap into mindset marketing and localization

o   Could Whisper provide valuable behavioral insights with their advertising opportunities, that would improve marketers’ ability to create personalized advertising/content that appeals to younger generations, or would this conflict with their preservation of anonymity?

By Bryan Lee

Senior Media Planner, Universal Theatrical