Advertisers are turning their attention toward their ad creative, which is quickly becoming the driver for financial performance
Facebook is changing the game for advertisers. In recent years, the social network has focused on improving its optimization algorithm and native advertising tools, which have allowed smaller companies to compete without having to invest in third-party ad tech. Automation features like auto bidding, auto placement and auto audiences have simplified the media buying and bidding process, so advertisers can spend less time doing intraday bid and budget changes.
Instead, advertisers are turning their attention toward their ad creative, which is quickly becoming the driver for financial performance. They need to quickly solve problems like creative fatigue and audience saturation with fresh, high-performing creative or else their campaigns will fall flat.
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Chart of the week: 72% of consumers will only engage with personalized marketing messages, despite 86% being concerned about data privacy
Personalization is becoming more prominent in digital marketing, offering an improved user experience by providing information or targeting ads based on an individual’s activities and interests. In fact, according to a new report from SmarterHQ, 72% of consumers say they now only engage with marketing messages that personalized and tailored to their interests.
Despite this, the same report also reveals that 86% of consumers are concerned about their data privacy. Of these, Baby Boomers and Gen X are the least trusting o consumers, with Millennials and Gen Z being around 47% more trusting than their older counterparts.
This is likely due, at least in part to an increase in high profile data breaches and the…
Twitter's new design, Amazon anti-competition investigation, UK digital tax plans, Facebook's scam ad tool, Instagram removes like count
This week has seen Twitter launch it's new design for desktop users, with the jury still being out on how it is being received.
Amazon is set to face a probe to see if it is using third-party seller data unfairly.
The UK government has announced that it will push ahead with a plan to tax tech giants more going forward.
Facebook has responded to a lawsuit by introducing a new tool for reporting scam ads in the UK.
Finally, Instagram is testing out the removal of it's like count in six new areas.
Get more detail on all of these news stories below in our latest news roundup.
Twitter updates desktop site
Twitter has updated the look of its primary desktop website in a bid to improve personalization…
Facebook faces data transfer challenge, British Airways fined for GDPR breach, Facebook is reducing reach of exaggerated health claims and Instagram launching anti-bullying tools
This week has seen Facebook facing another challenge over its users' data and GDPR implications relating to its transfer of data to US servers.
British Airways has also received a historic fine following a hack that breach GDPR rules.
In more Facebook news, the platform is limiting the reach of ads that feature unsubstantiated health claims.
Finally, Instagram is launching new anti-bullying measures in an attempt to make the platform safer.
Find out more about these new stories in this week's news roundup below.
Facebook faces data transfer challenge
Facebook is being challenged over its method of transferring data from the EU to the US for business purposes. According to the Irish data protection commissioner, the way in which data is transferred does…
Facebook changing business Page info, the CMA investigating impact of digital advertisers on consumers, Twitter's updated search results and MPs call for digital political campaigning electoral law changes
Following the excitement of Google's updates last month and several changes to social media platforms, the start of July seems to have been fairly quiet. It seems the marketing world is taking the beginning of this month at a slower pace, which is reflected in the big news stories of the week.
This week comes the news that Facebook is scrapping some of the Pages info sections on August 1st, so you need to get these updated.
A UK government agency is launching an investigation into the possible harm that digital advertisers could be doing to consumers, which could have huge implications for platforms like Facebook and Google.
Twitter has added some more context to search results in a bid to make…
A step-by-step approach to using identity-based targeting to drive relevance for your digital ad campaigns
One of the huge advantages that digital advertising has promised marketers is the ability to target audiences more precisely and deliver personalized content and creative. Whilst TV, billboards, print and radio can reach mass audiences at scale, highly targeted digital advertising gives marketers the opportunity to drive relevance and accuracy that no other media can match.
Although digital advertising has always had a degree of targeting and personalization, the introduction of identity-based targeting has taken this to a new level. Identity-based targeting has now been adopted by many of the world’s largest advertising companies, opening up new opportunities on a range of channels including Facebook, Google, Amazon and Twitter.
The advantages of identity-based targeting
Good advertising always starts with a clear objective. For brands looking to build mass reach and frequency to drive awareness, broadcast media is a highly…
The successful launch of a new mobile app ad campaign requires a targeted UAC approach
When launching a new mobile app, you may not have an advertising account history to leverage or a customer list to create a lookalike audience from on Facebook and Google UAC. This makes a successful ad campaign launch difficult since most user acquisition resources you read assume you will have those two items to work off of.
But, since your user lists and advertising accounts are brand new, you have to start from scratch to acquire app users.
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Below, we outline the user acquisition process that will lead to the successful launch of a new app campaign.
Perform a competitive analysis
It’s quite easy to run a competitive analysis on Facebook. Start by making…
Facebook's Community Standards update, New brand loyalty research, new playable Facebook ads, consumer views on Netflix advertising and Twitter's new live stream with guests feature
This week, Facebook has updated us on how it is enforcing its Community Standards with its third report. The report includes new data in a bid to make sure its enforcement is more transparent.
New research has revealed that brands who form emotional relationships with customers are likely to see better brand loyalty, showing that the human element and storytelling really do benefit companies.
Facebook has launched its new playable ads, aimed at providing users with a trial of advertised mobile games.
As Coca-Cola announces working with Netflix on Stranger Things season three, a study has found that most subscribers are totally against ads being added to the video streaming service.
Finally, Twitter has announced a new feature. Those who live stream will now have the opportunity to add audio-only…
Consumers don't trust influencers, Facebook launches 3 new ad tools for small businesses, Amazon storing UK biometric data, Facebook relaxes cryptocurrency ad rules, Google's new consumer privacy plans, Facebook removes "dangerous users", digital ad revenues top $1bn, Facebook political ad warning and Singapore passes 'fake news' law.
This week has seen a number of big digital and marketing stories in the headlines. We've taken a look at some of the biggest, including new findings that show only 4% trust information shared by celebrity influencers, bloggers and vloggers.
On top of this, Facebook has announced three new advertising tools that are aimed at helping small businesses make the most of the platform.
There are also concerns being raised about a new Home Office contract that could see Amazon storing biometric information belonging to millions of people in the UK.
Other Facebook news reveals that the platform is loosening its rules on advertising related to cryptocurrencies…
It’s not always easy to tell at a glance which social media platform will offer the most opportunities for your brand
The past decade’s explosion in social media marketing has made it more important than ever to know how to effectively deploy a limited paid social budget. With so many social media platforms around, many small- and medium-sized businesses are focusing on cultivating a strong presence on one platform. It’s a good way for a business to avoid spreading its social budget too thin - but it does require choosing the right platform.
The truth is that it’s not always easy to tell at a glance which social media platform will offer the most opportunities for your brand. It takes some research, vision, data-crunching and possibly a little soul searching about what your business is here to accomplish. If that sounds like a tall order, don’t worry. We’ll help you break it…