Tag Archives: Facebook

Facebook Goes Down In Global Outage. Update: It’s Back!

facebook-down Facebook appears to be a suffering a major international outage this morning, with the site unavailable in multiple regions around the world, including on web and mobile, and Facebook social plug-ins on other websites also acting up. The Facebook.com site is unavailable here in the UK and in other European locations including France and Belgium. It also appears to be offline in parts of… Read More


TechCrunch

Facebook Is Down For Many

Screen Shot 2014-05-09 at 5.09.36 PM Facebook’s website is down for many. The voluminous reports on Twitter, and corroborating evidence, are pretty plain: For many, Facebook is not working at the moment. Young services are infamous for having extensive outages. Twitter, for one, when small, was down chronically.  Facebook going down, given how mature it is as a platform and public company, is a larger issue. Developers take… Read More


TechCrunch

CrunchWeek: Foursquare Splits Into Two Apps, Facebook f8, Twitter Stock Sinks To New Lows

Most of the TechCrunch team has converged in New York City in advance of our annual Disrupt NY conference. So in this episode of CrunchWeek, we’re out of the TCTV studio and in a room at the historic New Yorker hotel, adjacent to where the Disrupt NY Hackathon is set to begin in less than 24 hours. If you pay close attention, you might just sense the spirit of former New Yorker resident… Read More


TechCrunch

Facebook Launches FB Newswire To Try To Be A Journalist’s Best Friend

fb-newswire_news11 Facebook has launched FB Newswire, the company announced today, which is a product of a partnership with News Corp-owned Storyful and which promises to offer journalists a repository of verified, real-time content for use in covering breaking news stories. Storyful’s entire raison d’etre was to verify news sources from social sites including FB, Twitter and Instagram, and the FB… Read More


TechCrunch

Facebook Bought Oculus VR To Create The Metaverse, Or Why Angry Kickstarter Backers Need To Chill

There are many people out there who take a pessimistic view of Facebook. To them, Mark Zuckerberg is a huckster, out to sell us the snake oils of distraction and dopamine in exchange for our eyeballs and personal data. I take the more optimistic view. Read More


TechCrunch

Kik Founder On Facebook Buying WhatsApp: Mobile Messaging Now “Table Stakes”

table-stakes-messaging

Mobile messaging consolidation is coming fast and heavy recently, with the Viber/Rakuten deal and today’s WhatsApp acquisition by Facebook. Another contender in the space, Waterloo-based Kik, has also seen good traction and growth (though admittedly not on the level of WhatsApp). Kik founder and CEO Ted Livingston tells TechCrunch that this is a clear message that, well, messaging is the new black, in case it wasn’t clear before

“It’s $ 16 billion clearer that we’re now in the age of the mobile messenger,” he explained to me in a conversation on his company’s platform. “Now for the fun part: What comes after chat? What does identity mean for mobile? How do you build the best platform? These are questions Kik has been thinking about for four years.”

I asked Livingston what he thinks this means for WhatsApp, which has been a constant rival for Kik since 2009, when both companies were originally founded. Under Facebook’s stewardship, it can probably one of two ways, he said.

“Is this YouTube or MySpace?” he asked, referring to two acquisition stories which went in very different directions. YouTube, acquired by Google in 2006, continued its growth and exists as a very successful, mostly standalone property that has monetized fairly successfully. MySpace was acquired by News Corp in 2005 for $ 580 million, only to be sold in 2011 for just $ 35 million after users fled the platform in droves.

It’s a good question, but one that Livingston doesn’t see any answer to yet. WhatsApp and Facebook both claim that the messaging app will continue on as usual, acting as a distinct company with its existing revenue model and ad-free design intact. That could help it follow YouTube’s example to continued growth, rather than Myspace’s downward trajectory. As for what it means for the industry in general, Livingston says it’s simple.

“Having a popular mobile messenger is simply going to become table stakes for competing in the mobile era [among big tech companies],” he said. While some, like Apple, have already achieved this with products including iMessage (and to some extent, Google with Hangouts, too), there are plenty of companies out there who still need to figure out their mobile messaging play if they want to remain relevant as purveyors of social products, including Yahoo.

Livingston says this doesn’t change how Kik will approach its own product, however. If anything, it only serves to reinforce that they had the right idea to begin with.

“We’ve been working on how to turn a messenger into a platform for the last four years,” he said. “If anything, this just validates our roadmap.” As to what that roadmap entails, Kik recently opened up an in-app browser to web developer partners in an effort to bring content inside the network.

Kik is an obvious target for acquisition at this point in the mobile messaging space, despite its smaller user pool. I asked Livingston whether they’re looking around for suitors, and whether they actually received any offers today. He had “no comment” on that second question, but was more willing to share on the first.

“We saw this before, when Facebook bought Beluga and Skype bought Groupme,” he answered, before getting a bit philosophical, and thus managing to avoid delivering a straight answer. “This is going to be one of the most valuable races of the mobile era. What a privilege [for us] to have the opportunity to take part in it.”


TechCrunch

73% Of U.S. Adults Use Social Networks, Pinterest Passes Twitter In Popularity, Facebook Stays On Top

Screen Shot 2013-12-30 at 15.54.02

Facebook may be currently facing question marks over how well it’s faring with younger users, but among those over 18 in the U.S. it remains the social network king. According to figures out today from the researchers at the Pew Research Center, the percentage of adults using the social networks of Facebook, LinkedIn, Pinterest, Twitter or Instagram to communicate with each other is now at 73%, and Facebook — the world’s largest social network with 1.19 billion users — remains the most popular in the U.S., with 71% of U.S. adults using it.

In other words, nearly all adults that responded that they are on a social network are using Facebook. That’s four percentage points up from last year’s 67%, Pew notes. It comes at a time of heightened competition: partly thanks to the rise of mobile apps — the number of people on multiple networks is now at 42%.

Among the top five networks (as charted by Pew), there is a lot more wiggle room for who comes in second after Facebook. LinkedIn — site that bills itself as the “professional” social network focused on networking, job hunting and professional information and news — is hanging on at number-two, with 22% of U.S. adults using it — up 2% on last year. Close behind it is Pinterest — which has vaulted over Twitter to number-three position with 21% usage.

Twitter — despite the different services that it has launched to increase engagement like Twitter Music other discovery services; and despite the increased attention around its IPO — has only grown by two percentage points to 18%. Hot on its heels is Instagram at 17%.

Google+ does not make it into the top-five mix — not because of its lack of popularity; but because Pew says it did not include it in its survey questions.

Indeed, Pew’s numbers reveal a bit, confirm a bit of what we might have already guessed, but also leave a few blind spots. While there is a 42% overlap of usage across multiple sites, some 36% of respondents said that they only used one social network, and Pew notes that “22% did not use any of the five specific sites we asked about.” That could mean they used services like Google+, Snapchat, something else entirely, or nothing at all.

How many versus how often

Screen Shot 2013-12-30 at 17.14.14For these sites, which are constructed in large part around advertising-based business models, critical mass is crucial: you won’t visit a site if no one else is using it. Similarly, on the commercial side of the equation, one of the key metrics that the sites, and their advertisers, like to focus on is engagement.

It’s interesting, therefore, that when it comes to frequency of use, the rankings change. Facebook continues to remain at the top in the daily rankings, with 63% of people accessing it on a daily basis. Instagram — last in the general rankings — is not far off and in second place, with a 57% daily use. Similarly, its weekly and “less often” rates are also close, respectively at 22%/20% and 14%/22%. (This goes some way towards explaining why Facebook was keen to acquire it: their usage patterns are very close.)

Twitter may overall be seeing less usage in general than Pinterest but those who are on it appear more engaged: some 46% of Twitter users are on it daily for their quick fix of quips made and received. Pinterest, in contrast, has a fairly low rate of daily usage, with 23% of its users visiting on a daily basis.

Facebook, Instagram and Twitter also are generating a significant amount of mulitple-times-per-day use, with 40% at Facebook, 35% at Instagram and 29% at Twitter, Pew says.

LinkedIn, meanwhile, has a lot of work to do, with only 13% of its users going there daily. Are those the ones looking for work? In any case, this is another way of explaining why it is that LinkedIn has tried to overhaul its whole content operation, to create something that will attract people to visit it more frequently than just “less often.”

Pew notes that for now it looks like Facebook is partly winning because of how it has managed to appeal to a wide range of users — a pretty impressive turn for widening its reach, considering that it started out as a network restricted only to university networks.

The demographic data for other networks stands in contrast to this: Pinterest “holds particular appeal to female users”, with women four times more likely as men to be Pinterest users; LinkedIn is “especially” popular among college graduates and internet users in higher income households. Twitter and Instagram resonate with urbanites and younger adults, and non-whites. (Facebook has over 70% usage among whites, Hispanics and black users, Pew notes.) All of them, excepting LinkedIn, has its highest proportion of users in the 18-29 age bracket; LinkedIn is more popular with the 30-49 group.

Among those who say they use only one social networking site, Facebook is a clear winner with 84% selecting it as their sole site, with the others lagging behind by a very far stretch: 8% solely use LinkedIn, 4% solely use Pinterest, and Instagram and Twitter each picked up only 2% — positioning them as firmly secondary in the U.S. market today.

Screen Shot 2013-12-30 at 17.57.57


TechCrunch

Leaked Facebook Video Ad Pitch Deck Reveals Plans To Steal TV And YouTube Dollars

fb-smashedtv1

“Avoid saying anything negative about YouTube – leave the impression of the user experience up to them” Facebook tells its adtech partners in a leaked, confidential deck that teaches them to sell Facebook’s video ads. The 32-page document details Facebook’s plan to beat television with reach and YouTube with targeting, and spills the beans about an overhaul to video insights slated for Q1 2014.

If Facebook’s plan works, it could lure in tons of ad revenue as marketers shift their focus from television to digital.

The full “Facebook For Business: Video On Facebook” presentation including slides and Facebook’s notes is splayed out below. It was presented to Facebook’s Preferred Marketing Developer partners at a private meeting in late November to teach them to sell video ads to their clients. Facebook used NDAs to try to keep the presentation away from the public, but I’ve attained a copy.

Facebook’s pitch for video ads breaks down to three things, as explained in this excerpt from the presentation:

1.You want to be where people are. Changing consumer behavior should shape where you spend your marketing dollars.
2.You want to reach all of the people who matter to you. Facebook has unparalleled targeted reach.
3.You want to be in the most engaging digital real estate, which, as you just saw, is Facebook’s News Feed.

Fighting TV With Reach

It doesn’t take long for Facebook to start bluntly insulting the stalwart advertising medium. “Gone are the days when a family gathered around their TV on Sunday night to connect with the outside world. Television is no longer a guaranteed way to reach and engage your target audience,” Facebook writes. It cites an eMarketer studying saying time spent on digital will surpass TV in 2013, and notes people open their phone 100 times a day and Facebook 10-15 times a day.
Slide16
Facebook then hits hard with graphs and Nielsen stats, saying that each major TV network only reach 55% to 61% of 18-24 year olds during prime time, but Facebook reaches 70%. Facebook later hawks its “Blast” campaigns that let brands reach the majority of people on Facebook with a video ad within one to three days.
Other than Google, few digital companies have the ability to reach an entire populace, which classically could only be found on TV. Facebook slams other digital properties, stating  ”A lot of time is spent by people on mobile with Google properties, YouTube, Yahoo!, MSN, AOL, Twitter and Pinterest…And more total time is spent on mobile on Facebook and Instagram than all of those combined.” It’s that scale, the ability to reach hundreds of millions of people quickly, that Facebook hopes will attract the world’s biggest advertisers.

Fighting YouTube And TV With Targeting

“On TV, advertisers don’t always know who people are, and over deliver to certain people and can’t reach other people. So advertisers end up hitting the same people over and over again with a large portion of the audience being underexposed.” Again, Facebook isn’t pulling punches here.

Slide18

One of the social network’s greatest assets is its trove of ad-fueling personal data. Users pour demographic and interest data into their profiles to share with friends and be found, but Facebook also leverages that data to be able to pinpoint them with relevant ads. Taking a dig at YouTube where a lot of demographic data is inferred indirectly and not always accurately, Facebook writes “In narrowly targeted campaigns, the average online reach is 38% accurate, but on Facebook, our average reach is 89% accurate.”

Facebook also touts that users volunteer to watch video ads on its platform instead of being required to watch on YouTube, so the impressions should be valued higher. “When you use video on Facebook, these are chosen views – the consumers clicks to play or scrolls through to watch the video as compared to an ad on YouTube interrupting the user experience and feeling forced.”

Still, Facebook doesn’t want its ad partners coming off as bullies so it explains “Avoid saying anything negative about YouTube.” Instead, partners are supposed to lay out the facts and just imply YouTube is inferior.

Except that it isn’t, at least not right now. And Facebook admits that.

“BACKGROUND FOR SALES RE: VIDEO INSIGHTS vs. YouTube

Currently, we only report on video plays, which is a weakness compared to YouTube, which reports on video views, completed views, and average duration of view. We are working on building out our video insights to give advertisers a better sense for how videos are performing. New video insights target launch: Q1 2014. [NOTE: Video insights improvements are highlight (sic) confidential]“

facebook-tv-shadow1So by next year, Facebook’s video ad insights will be a better match for YouTube, but until then, partners are supposed to cite metrics about likes and comments, larger ad images, and a more “streamlined” post-click experience. The fact is that Television is the status quo for advertisers, and YouTube’s roadblock ads (even if you can skip them after five seconds) work similarly to traditional TV commercials. That means Facebook still has an uphill climb in selling its video ads.

While users might be scared that these video ads will stick out like sore thumbs on Facebook, the company is actually in the middle of a push to bring a lot more organic, user generated video to the site. It’s now rolling out its new auto-play video feature on the web and mobile. Facebook mentions videos ads you “scroll through”, which could be a subtle way of noting that auto-play video ads are coming.

But the big thing absent from this deck is measurement. TV and some other online ad platforms have a tough time proving that marketing spend on them generates a return on investment. Facebook may be discounting one of its most potent weapons in the ad war. Online, Facebook hooks into sales information through cookies, hashed CRM data, and Autofill With Facebook. Offline, brick and mortar data providers like Datalogix and Facebook’s Custom Audiences tool let advertisers see if showing someone an ad made them buy more.

It may not be the platform with the biggest reach, targeting, or engagement that captures the ad dollars fleeing television in print, but the one that can best prove its ads actually work.

Full leaked presentation below with Facebook’s presenter notes as captions.

 

Slide01

Slide02

Before we dive in, I want to give you a peek at what we mean by ‘video on Facebook.’
We aren’t talking about video ads on the right column of desktop or even just in desktop News Feed – we are talking about video delivered in the palm of your hand wherever you go. Video that takes up almost the entire mobile screen and plays seamlessly in line. This is video on Facebook.

Slide03

There couldn’t be a better time to invest in video on Facebook. Why? Three critical components of successful marketing are aligned to drive your business results:
1. You want to be where people are. Changing consumer behavior should shape where you spend your marketing dollars.
2. You want to reach all of the people who matter to you. Facebook has unparalleled targeted reach.
3. You want to be in the most engaging digital real estate, which, as you just saw, is Facebook’s News Feed.

Slide04

If you want people to see your brand messages, you have to reach them where they are spending time.

Slide05

Consumers are changing the way they spend their time – with more and more people spending time on digital.
Gone are the days when a family gathered around their TV on Sunday night to connect with the outside world.
Television is no longer a guaranteed way to reach and engage your target audience

Slide06

To get the best perspective on the changes taking place now, it might help to go back to the 50’s
That was the last time a new medium came along to capture the most time per day of people: TV surpassed radio
It was such an important medium that people significantly expanded the amount of time they spent with media
Source: “Mobile helps propel digital time spent’, eMarketer, July 2013

Slide07

Television quickly became the focus for people, and soon thereafter the advertising industry, and it ruled for over 50 years
Source: “Mobile helps propel digital time spent’, eMarketer, July 2013

Slide08

In the 90’s, we saw a new shift: people began to spend time on Digital media as well
And, according to eMarketer, in 2013 the amount of time people spend per day on Digital media will surpass television
Source: “Mobile helps propel digital time spent’, eMarketer, July 2013

Slide09

It’s important to point out that it was mobile (smartphones and tablets) that not only pushed Digital to this inflection point, but is also now the majority of time spent on Digital
And once again, people are adding to the total time they spend with media as they leverage the power of mobile to remain connected to the people and things they care about throughout the day
Source: “Mobile helps propel digital time spent’, eMarketer, July 2013

Slide10

Looking forward, it’s not hard to imagine time spent with Digital continuing to increase, and Mobile taking an even more dominant share of that time as technology makes staying connected even easier
Even if you haven’t been investing in TV to date, this data should cause you to stop in your tracks because it speaks to the fact that we’re all now operating in a new paradigm and we have to take digital seriously
Source: “Mobile helps propel digital time spent’, eMarketer, August 2013

Slide11

We can all relate to the shift of consumption to mobile because, for many of us, it’s now a device that is with us all day, every day.
In fact, people check their phone 100x/ day and they check Facebook 10-15x/day.

Slide12

Facebook’s role in the shift to mobile comes to life in terms of time spent on mobile.
A lot of time is spent by people on mobile with Google properties, YouTube, Yahoo!, MSN, AOL, Twitter and Pinterest
And more total time is spent on mobile on Facebook and Instagram than all of those combined
In fact, Facebook and Instagram make up 21% of total time spent on mobile.
In the end, as marketers, this type of engagement gives you significant opportunities to connect with your core consumers.

Slide13

But, it’s not just about the engagement we’re seeing on mobile. Facebook’s scale and targeting capabilities enable you to reach all of the people who matter to you.

Slide14

In the US, you can reach 179M people every month. Many of these people are on Facebook every single day. In fact, you can reach 128M people every day in the US and 101M people every day on mobile.

Slide15

[Customize this slide with your client’s demographics]
On this slide is an audience example for gamers, 18-34 in the US. It is based off of the FB BCT ‘Console Gaming,’ which includes ‘People that have liked pages related to console gaming or otherwise expressed interest in console gaming on Facebook.’

Slide16

Facebook can help you access customer segments that have typically been hard or very expensive to reach. The size of our global audience coupled with our targeting capabilities enables advertisers to find audiences who they may not be able to find consistently or at scale on other media platforms.
For example, on TV, advertisers don’t always know who people are, and over deliver to certain people and can’t reach other people. So advertisers end up hitting the same people over and over again with a large portion of the audience being underexposed.
With Facebook, you can precisely reach the audience you want, and know that your impressions are being delivered to the right people.
*Data: Network 1: 56%, Network 2: 55%, Network 3: 61%, Network 4: 59%, FB: 70%
Uses Nielsen’s TV/Internet/ Mobile Data Fusion panel to measure differences in reach between Facebook (PC + Mobile) and TV networks looking at a full month of data.

Slide17

But, you may be wondering how to consider Facebook in relation to your investment in TV advertising.
Facebook delivers incremental reach above TV, particularly for the highly coveted 25-34 demo
During daytime, Facebook can increase reach above each of the major broadcast networks by 125 to 160+% among 25 to 34 year olds.
During Primetime, Facebook can increase reach by 25% to 38% among 25 to 34 year olds.
Key Takeaway:  Content consumption has changed dramatically in the past few years — shifting meaningfully toward digital channels, particularly mobile.  As a result, online, and Facebook particularly, are able to deliver audiences at a scale that allows marketers to either efficiently drive incremental reach on top of TV or execute cross media campaigns with massive reach.
NOTE: Significant incremental reach among 18-24 year olds as well (see slides in appendix)
Daytime: 81-95%
Primetime: 56% – 78%

Slide18

People are themselves Facebook, which means we can deliver more accurate targeting, based on real information about our users. This also means that advertisers can deliver the most relevant and resonant messages to their target audiences.
The same is true – and even more significant in narrowly targeted campaigns.
In narrowly targeted campaigns, the average online reach is 38% accurate, but on Facebook, our average reach is 89% accurate.
Because of this high accuracy on Facebook, businesses aren’t seeing wasted impressions like they do in other mediums.

Slide19

So, how will your brand show up on Facebook? Facebook News Feed puts your brand in the center of the most engaging digital real estate.

Slide20

The News Feed puts brands front and center for the consumer, offering rich ways to capture attention and engagement. The News Feed is a personalized newspaper – where people go to consume photos of their friends and family, news stories, and content from brands.
Similar to television, mobile naturally lends itself to a linear experience, where consumers focus on one piece of content at a time. Every piece of content, whether a photo or an article or an ad, now has the opportunity to capture attention and engagement. Ads consumed in a linear format are 9X more effective than those consumed on a traditional web page, which typically contain multiple ads. The linear format can take up the full screen on mobile and provides a captive moment for marketers to capture attention. [Datalogix]
When you use video on Facebook, these are chosen views – the consumers clicks to play or scrolls through to watch the video as compared to an ad on YouTube interrupting the user experience and feeling forced.
MORE DETAIL RE: CENTER OF EXPERIENCE
The News Feed is the main event on mobile. And, given businesses can appear in the News Feed, they can essentially takeover the entire homepage, resulting in the ultimate engagement with consumers. Our advertising units in News Feed are highly engaging given that they are equal in size and prominence as content from a user’s friends and family. They are not off to the side or secondary to the experience, but are central to the experience and delivered in a linear way.
SIZE
News Feed ads are 2x the the size of a 300×250 banner, and often can be full screen in mobile.
STATS
FB mobile Page post ads are 10-120% more likely to regularly draw attention than other ad types
Likelihood that FB ads and SS regularly draw attention on mobile as compared to other ad type
10% more than Pre-roll or Mid-roll Ads
22% more than Video Ads
38% more than Banner Ads
120% more than Pop-up Ads
Source: Prosper Mobile Insights, July 2012.

Slide21

Video ads deploy sight, sound, and motion to grab your audience’s attention in News Feed
Page post video ads drive stronger performance than off-site video links given they are optimized for video views and provide a seamless experience to the viewer. Their images are also 11x larger than offsite video, ensuring your brand gets noticed.
FB vs YouTube stats
16.6% of YouTube visits came from Facebook in September 2013 (comScore MyMetrix Source/Loss report, worldwide, home and work – DESKTOP)
OBJECTION HANDLING RECO
Clients may bring up YouTube and argue that it’s better to be on YouTube given they have access to the aggregate counter and more video views. Potential response:
Yes, YouTube has the aggregate counter, but Facebook’s Ad Insights provides additional stats re: likes, comments, and shares
Facebook offers a larger image in the most engaging place on the web – thumbnail takes up a lot of space in News Feed
The post-click experience with native Facebook video is more streamlined than the experience when a user clicks on a link pointing to an offsite video player (see next slide)
BACKGROUND FOR SALES RE: VIDEO INSIGHTS vs. YouTube
Currently, we only report on video plays, which is a weakness compared to YouTube, which reports on video views, completed views, and average duration of view. We are working on building out our video insights to give advertisers a better sense for how videos are performing. New video insights target launch: Q1 2014. [NOTE: Video insights improvements are highlight confidential]

Slide22

The experience with Facebook native video is much more seamless than when the user is taken offsite to view a video.
This experience becomes even more choppy offsite for age-gated content (e.g., from an alcohol brand) given the person must sign-in to the other app to view the video.
SPEAKING TIPS GIVEN SHOWING YOUTUBE COMPARISON
Emphasize the informational/ educational nature of the video
Avoid saying anything negative about YouTube – leave the impression of the user experience up to them

Slide23

Video can be used across the brand objectives you consider for media planning.
Media planning – these three happen one after the other
1.”Seed”: $ 50-$ 100/$ 200K hyper-targeted teaser to start generating buzz about your new product or brand campaign with your core target audience (e.g., using Partner Categories, Custom Audiences, Interests, competitor’s Interests)
2.”Blast”: $ 500K-$ 1M campaign to drive mass awareness of your new product or brand campaign to your target audience (typically over a 1-3 day period)
3.”Sustained” media: reinforce your message after the initial blast. You should tailor creative to specific audiences to drive the best results. These campaigns can range anywhere from a week to a few months.

Slide24

For your blast period, combine the value of video and guaranteed reach in News Feed
Reach the majority of people on Facebook in one or three days with your Page post video message through News Feed
Run campaigns on desktop and/or mobile
Own the segment: One marketer per audience per day
Guaranteed impressions to audience over 24 hours (Reach Block) or 72 hours (Target Block)
Best use cases for mass awareness campaigns:
Product or marketing campaign launch
Drive mass awareness of a time-sensitive message
Teasers to build excitement
Build creative that speaks to the entire audience

Slide25

You can precede a blast campaign with a ‘seed campaign’ and then follow-up a blast campaign with a ‘sustain campaign.’
Achieve the lowest cost-per-view by combining our accurate, granular targeting capabilities with your compelling video messages
Reach a custom cluster of people who will react favorably to a specific video creative
Run these sustained, targeted campaigns in tandem with mass awareness campaigns to drive the best results
Recommendations
Select a thumbnail that draws people in
Capture their attention in the first 5 seconds
Keep creative short and sweet: no need for an entire story
You can also run sustained campaigns with a mix of photos and videos, depending on your objectives and creative available.

Slide26

I’ve highlighted why there couldn’t be a better time to invest in video on Facebook.
Be where people are – on mobile.
Targeted reach – reach all of the people who matter to you
Put your brand in the most engaging digital real estate – Facebook’s News Feed.
Now, I want to tell you about a few brands that have had tremendous success using video on Facebook. These brands are driving business results.

Slide27

comScore action lift study (March 2013) analyzed 10 gaming campaigns across multiple genres – campaigns included a variety of ad units, including video.
Results are compared to a holdout group.

Slide28

Brands can use high-quality content to build awareness
To launch its new title, Call of Duty: Ghosts, Activision used Facebook ads primarily on mobile to drive video views of its game trailer at scale
Objective: Increase awareness of Activision’s new console game, Call of Duty: Ghosts, with males 18-44 in the U.S.
Delivered 50M impressions over a 3-day period, with majority of impressions delivered on mobile
Performance
55% of US males aged 18-24 were reached over 3-day period – Reached 20M US males 18-44 and 23M people in total
85% of impressions delivered on-target, compared to industry norm of 41% (Nielsen Cross-Publisher Online Campaign Ratings)
14% lift in brand awareness among the target audience (18-44)
24% lift in brand awareness among males 25-34
OMD, Activision’s media agency, leveraged Nielsen measurement solutions to validate and compare reach efficiency across its entire digital marketing plan, as well as determine the impact Facebook messaging had on shifting brand metrics such as awareness and message recall

Slide29

Results
50% ahead of goal for pre-orders of the game (the company was looking to achieve 10% of its total pre-order goal by end of its fiscal year March 31, 2012 and it achieved 15%).
385% increase in people talking about this
8% increase in fans, or nearly 200,000 new fans. The Resident Evil Page now has more than 3 million fans, which means Capcom can reach 350 million friends of fans.
552% lift in viral reach for the Page
Goals
Working with its agency Tangible Media, Capcom wanted to engage with existing fans of the Resident Evil Page and acquire new ones:
To make the launch of the new title feel like an event in a way that would generate buzz in the media and on the Internet
To drive pre-orders of the game
Approach
[PAGES] Tangible and Capcom made Facebook the center of its campaign to create a massive event out of the announcement of the Resident Evil title on January 19, 2012, seven months ahead of the game’s actual release.
Capcom created a mysterious microsite, nohopeleft.com, and Facebook Page to promote viral teaser content leading up to the official game announcement on the Resident Evil Page.The No Hope Left Page contained cryptic videos and photos featuring panicked citizens and deserted cities, which were hints for existing Resident Evil fans and engaged new fans through all of the viral sharing.
[ADS] The media portion on Facebook had three main phases, all designed to create broad awareness in the gaming and entertainment community.:
The first phase included a flight of Premium Ads designed to build pre-awareness and anticipation around the March 19 reveal of Resident Evil 6..:
Ads included the scary videos and a poll asking people “What would you do when all is lost?”
Another ad invited people to RSVP for a secret event set for March 19, 2102
Ads were targeted at Resident Evil’s large base of then 2 million fans and the broader console gaming community
The second phase was designed to reveal the announcement trailer created for RE6:
A Target Block to U.S. males 18-34 featured Premium Page post Ads to promote the announcement trailer, encouraging people to watch and share the video with their friends
A portion of the video ads drove traffic to a custom tab on the Resident Evil Page with links to pre-order the game
In the third phase, Capcom sustained enthusiasm for the game using a variety of Premium, Marketplace Ads and sponsored stories:
Premium Ads featured the trailer and polls asking fans what characters in the game they were most excited for
Marketplace Ads were used to grow the Resident Evil fan base and were targeted at console gamers

Slide30

Background
Wendy’s launched a product in 2013 – pretzel bacon cheeseburger
Typically run a product in a few select markets before launching across the US
In test markets, saw people were obsessed with it
Creative agency came up with program called Pretzel Love Songs, essentially making fun of boy bands and love song genre
As people submitted their love songs, Wendy’s asked them if they could use them for advertisements
The real hook was people got to be famous for a minute in a video that Wendy’s was pushing out to tens of thousands of people, primarily through Facebook – they shared these videos over time as different volumes.
This was very different for their brand – typically very traditional with their marketing
BUT, spoke directly to an insight – people want to be famous
Performance
Reach: 83M unique individuals
52.7% TV-only
23.2% Overlap
8.3% FB-only
(persons 18+, Nielsen XCR reach)
Typical media buy just talking about impressions and TRPs, but they were able to get MANY unique individuals
Over 8% reached only through digital marketing (incremental reach through FB)
62% of Facebook-only reach was with Millennials – a big deal for Wendy’s given they want to connect with that generation
Huge engagement: 5M+ video views and 1.7B total impressions
Media ROI: % reach from Facebook far exceeded % of investment on Facebook
What does this mean for the company?
Excellent sales results and ROI
They will emulate this strategy in the future b/c it worked so well
Background available in Ad Week video: http://adweek.mlbam.com/video/v30927297 (22:00 – 35:00)

Slide31

OBJECTIVE:
Wanted to boost brand loyalty and drive viewership of its Ramadan Holiday video
STRATEGY:
Launched a combined TV and FB campaign
4 videos showcasing banks reverence of traditional Saudi values
Two Reach Blocks guaranteed that the ads reached the entire Saudi Facebook audience that logged in that day.
RESULTS:
Strong uplift in brand awareness generated by Facebook campaign as found through Bank Albilad’s own internal study.
“Facebook increased our brand loyalty given the valued interaction between our audience and us. This platform, Facebook, was one of the main channels for such a campaign and it will remain a crucial platform for future campaigns.”
Mohammed R. Abaalkheil, Head of Marcom Division, Bank Albilad
Images: https://na7.salesforce.com/069A0000000eaSp

Slide32


TechCrunch

Facebook Videos Now Auto-Play On Mobile, Expect Video Ads Soon

Facebook Video Gif

FB could look a lot more like TV soon. While Vine and Instagram Video are booming, you don’t see many people natively uploading videos to Facebook. But now Facebook is bringing auto-play for native videos to all users after testing the feature in September. And it’s just the beginning of a huge push to put Facebook in motion.

Previously, any video uploaded to Facebook directly or shared to the News Feed from Instagram would appear the same as YouTube videos — locked behind a play button. While the conscious decision to stop scrolling for, open the video player, wait for it to load, and watch might not seem like a big deal, it may have been too much of a time and effort investment for some. If people don’t watch videos, they don’t get likes and comments that encourage friends to upload more, and they might skip uploading them themselves.

But after spotting an auto-play video in my feed yesterday and asking Facebook, the company confirms the new format is now internationally rolled out to most iOS and Android users and will reach all of them soon. Facebook tells me it’s still testing this feature on desktop and doesn’t have schedule for when it will roll out there.

On mobile, auto-play gives natively uploaded Facebook videos and ones shared from Instagram an advantage: you don’t have to think about playing them, they play themselves. At first they’ll play in-line even as you scroll, but with no sound. If you tap them, they expand full-screen and the audio kicks in. Videos uploaded to third-party sites retain the old click-to-play-format.

I’ve found the new design to be quite pleasing. As I wrote when Facebook’s auto-play style was first unveiled, it feels a bit like the moving photos in the Harry Potter newspapers.

If you dPrisoner_of_Azkaban_-_Sirius_Blackon’t want to watch, you can scroll by with little disruption. This isn’t Myspace, Vine, or Instagram where auto-play sound is suddenly going to bombard everyone around you. If you’re not sure if you want to watch, you get a little preview. Maybe the thumbnail was dull but motion shows the video is actually exciting. A little animated audio levels icon clues you in to there being sound to be heard, though. You can watch silently if you don’t have headphones or privacy, but if you want the full experience, you can tap and the video plays instantly without a loading delay.

To respect users who don’t want to burn data, Facebook has added a setting that lets you only auto-play videos if you’re on WiFi and not on cellular data. It’s found in your phone’s Facebook settings on iOS and the Facebook app’s settings on Android.

photo

Facebook With Commercials

When Facebook started testing auto-play, it was upfront about looking for ways to give the feature to marketers as well as users.  It wrote “At first, this feature will be limited to videos posted by individuals, musicians, and bands. We’re doing this to make sure we create the best possible experience. Over time, we’ll continue to explore how to bring this to marketers in the future.” I would bet we’re going to hear some news about this soon, either just before or after the New Year.

Facebook recently starting letting developers put videos in their app install ads, but those don’t auto-play. Maybe they will eventually, though.

For advertisers, auto-play videos could make their ads a lot more noticeable. Most people wouldn’t volunteer to watch a video ad (cool movie trailers aside), but if it’s already playing and looks compelling, they might watch or even expand it to include sound too. Facebook is a fan of consistency, so video ads might have a very similar user experience to organic videos.

Because they’re more captivating, Facebook could potentially charge a lot to show video ads. Back in September, AdAge reported Facebook could charge between $ 1 million and $ 2.4 million to distribute a 15-second video ad for a day. Facebook raked in $ 2.02 billion in Q3 2013, and video ads could give that number a significant bump in Q1 and Q2 2014. Finally, we might start to see a landslide of ad spend previously devoted to television coming online, as the Facebook format would be relatively familiar (though possibly with no sound unless clicked).

Consumer Video Test Screenshot TechCrunch

The question remains whether users will freak out about video ads. Comments on my last piece about them and general sentiment has been quite wary of what video ads will do to the Facebook experience. If they’re the most eye-catching things on the social network, they could seem quite annoying. AdAge says Facebook might cap video ads so users don’t see more than three a day. Striking the right balance will be critical, though surprisingly, Facebook found that showing static photo ads in the News Feed hasn’t had a significant negative impact on engagement.

And if you’re thinking to yourself, “AdBlock Plus, bro”, that’s up to you. Personally, I think ads are the lifeblood of innovation, funding free products we rely on. But they’re a nuisance unless well-targeted, so hopefully Facebook can keep video ads relevant to the viewer. Otherwise I’d expect a lot of people to look for ways to banish them from their feed.

FacebookCut Pro

The secret to making people swallow video ads might be getting them to shoot mini-movies themselves. If there were more user generated videos on the site, the ads would blend in.

The problem is, right now Facebook’s video creation tool is painfully outdated. Unlike its Instagram Video product, there’s no way to shoot multiple shots in a single video, no editing, no stabilization, no cover image, and no filters. That means videos shot with Facebook often look pretty crummy. Crummy videos get few likes, so people don’t shoot them, so no one sees them, so no one thinks to shoot them…

facebook-sign-89It’s time for Facebook to modernize its video creation tool.

It could easily port in the Instagram Video features, maybe with a better tagging interface since Facebook is more about friends. It also has patents on some pretty futuristic video technologies like recording video as soon as your camera is open, recognizing and tagging faces or locations, and detecting audio and visual cues like saying “that’s beautiful” to select a cover image thumbnail or create anchors for navigating around within a video while watching.

These features could make it much more fun to shoot and view Facebook videos, which could fill the feed with them and camouflage the video ads.

And even if the native creation tools stay the same, a better watching interface could make a big difference. Right now there’s no real way to discover and watch Facebook videos in bulk. A Facebook “channel” that showed your friends’ videos back-to-back (perhaps with clips from Pages and advertisers mixed in) could be an addictive lean-back experience. Better video viewing could pit Facebook in more direct competition with YouTube.

So basically, Facebook has a huge opportunity to step up its video…game, and auto-play on mobile is just the first step. Photos fueled Facebook’s popularity back in its early days. As it turns 10 years old in 2014, we’ll see if video can give it a second wind.

[Image Credit: BGR]


TechCrunch

Web Or Mobile? Facebook Tests A New Chat Feature That Shows Where Friends Are Online

facebook messenger platform

It’s not Snapchat, but Facebook is looking to step up its game in messaging by adding more features to the product it already has. The social network is currently testing a new messaging feature that lets you know not just which friends are online at the same time as you are, but whether they are using the mobile or desktop version of Facebook.

Previously, you were online on the web or mobile, had messenger installed but were offline, or were offline completely. The new feature being tested will mean Facebook will let you see friends who are currently online on “web” or “mobile.”

The additional details were first reported to us by Deepanker Verma, founder of the Techlomedia blog in India, who said his friend had spotted them first.

We reached out to Facebook who confirmed that this is something it is testing out. “We are testing a feature that gives you a better understanding of where your friend will receive your message,” a spokesperson said, who said she would keep us posted on when and if it rolls out more broadly.

So why might Facebook be testing out new features?

The idea of giving users information about what kind of devices their friends are using is, in a way, a throwback to the earlier days of messaging services that were built out for enterprises, when IT companies talked about “unified communications” and creating ways of letting people seamlessly integrate their mobile messaging and desktop messaging applications and services – partly so people stayed connected all the time, and partly so that they knew where their messages were ending up.

While this kind of requirement isn’t as essential in the days of connected services that are almost always already available on both, or are strong enough on mobile that desktop access is unnecessary, you can see how some of the logic of knowing this information remains.

Although our smartphones are becoming increasingly more computer-like in their functionality (and for many have replaced computers altogether), there is still a gap between how users interact with each other when they are on desktop versus when they are on mobile devices. Users who are mobile may give shorter replies, or they may be less likely to reply instantly if they are on the move. Those who are on desktop are more likely to be sitting down, and therefore have more time to read longer messages with links and media and reply to them.

Facebook already provides some of this detail but in a different way: today if a user is sending a message from a mobile device, the recipient can see that detail on the message – information that some would prefer not to share. Putting “mobile” or “desktop” into the status window would pre-empt that information coming across in the message after the fact. That’s something that may lead to people using the platform to send more messages, since people are more inclined to send a message if they think they’ll get a quick response. These presence indicators make more it clearer someone is ready to reply.

It could also be that Facebook is thinking more generally about ways that it might develop its messaging app going forward, to keep the product evolving.

While services like Snapchat, Whatsapp and Line may still be far behind Facebook when it comes to monthly active users, Facebook is somewhat scrambling today in another race: the mindshare race.

As the NY Times pointed out yesterday, the reports circulating that Snapchat spurned Facebook’s acquisition offer point to how Facebook may lack a bit of the cachet that it may have once had in the past, and that some founders, and maybe investors, believe that we could be facing an inflection point where the platform might get supplanted by another as the go-to social network for people to communicate with each other. (Other indications: Facebook usage among teens is declining; the ongoing rise of other networks like Twitter and Pinterest.)

In that context, the rush to remain dynamic and full of new but simple features, which may catch the eye of users and get them to use the service a bit more, is not to be underestimated.

Additional reporting Josh Constine.


TechCrunch