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Full-Display Advertisements Coming to Instagram Tales; Insights, Too

Instagram announced that Instagram Stories has reached 150 million daily active users, and those users will soon start seeing full-screen ads.

The Facebook-owned photo- and video-sharing network also revealed the rollout of Stories insights within its Business Tools.

Instagram Stories launched last August and reached the 150 million DAU mark Wednesday after topping 100 million last October.

Instagram said in an Instagram for Business blog post that it will test immersive, full screen ads in Instagram Stories with more than 30 brands– including Capital One, General Motors (Buick), Maybelline New York, Nike, Yoox, Netflix, Qantas and Shiseido—and those ads will include targeting, reach and measurement capabilities for those brands.

The ads will also be sound-on, and Instagram said in its blog post:

With roughly 70 percent of watched Stories being sound-on, this immersive, full screen nature creates an intimacy with people like never before.

The new ads will roll out globally on the reach objective and to all interfaces “in the coming weeks,” Instagram said, adding that more direct-response options will follow “in the coming months.”

In addition to the brands mentioned above, accommodations network Airbnb has been testing the sound-on format with its Trips on Airbnb series of 15-second videos aimed at connecting travelers with local experts by interest, and its global head of social marketing and content, Eric Toda, said in the blog post:

Immersive storytelling through Instagram Stories engages and invites our community to be part of an adventure. Instagram provides us the perfect tools to build awareness around our recently launched product, Airbnb Experiences, handcrafted trips designed and led by our hosts. By creating and publishing experience-driven stories, we can truly captivate and reach travelers wishing to book aspirational trips on Airbnb.

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Fb Extends Dynamic Advertisements Concentrating on to Customers’ Net Exercise

Facebook extended the targeting capabilities of its dynamic ads to users’ web activity.

Director of product marketing Maz Sharafi spoke with Lauren Johnson of SocialTimes parent Adweek about the new targeting option, saying that advertisers previously were only able to target users who specifically viewed products on their websites or mobile applications.

Sharafi said as an example that the new targeting option now allows advertisers to retarget users who have been searching for red dresses across multiple retailers’ sites and who like posts and pages related to dresses, and he told Johnson:

The top feedback and most common type of feedback that we hear is, “Hey, can you help me drive sales beyond people visiting my website and app, including new customers?” What we can now do is say, “Who else is potentially in-market for these products?”

It automates the process of who it can show products to—it takes out a lot of the trial and error and complexity of being able to do this in a manual way. For example, to sell 1,000 products, you have to create almost 1,000 different ads to reach those products to different people. With dynamic ads, you’re effectively creating one.

Online furniture retailer Wayfair has been testing the ability to target dynamic ads based on users’ web activity, and director of marketing Jessica Jacobs told Johnson:

We can automatically reach a huge audience with personalized recommendations from our catalog of more than 7 million products. With dynamic ads, we are beating our customer acquisition efficiency target by more than 20 percent at a scale that is meaningful to our business.

Advertisers: What are your thoughts on this new targeting option?

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Fb Provides Dynamic Advertisements for Cellular App Installs

Facebook Thursday announced the launch of dynamic ads for mobile application installs.

The social network pointed out research from Gartner showing that smartphone sales were at least 10 percent higher in the fourth quarter of 2015 than in any other quarter that year, adding that purchases of smartphones lead to app downloads.

Facebook said in an email to SocialTimes:

App marketers will now have the ability to use dynamic ads to drive mobile app installs by targeting people who recently browsed their products. Advertisers can also use this tool to show relevant product ads to people who are most likely to install an app.

The social network also shared the following tips in a blog post:

As you build out your strategy, prioritize these three things: finding customers who take action beyond the install, driving valuable repeat actions (such as in-app purchases) and measuring the value of your marketing.

Find the right people: Businesses have already been using Facebook dynamic ads to find the people more likely to buy their products. Now we’re offering app marketers the ability to use dynamic ads to drive mobile app installs, just in time for the holiday and post-holiday spike in downloads. Advertisers can use dynamic ads to show relevant ads to people who are more likely to install their app, including people who recently browsed their products.

Businesses can also use app event optimization to identify the customers who are more likely to take valuable actions after downloading an app—such as completing a level in a game, booking a trip or making a purchase. Marketers are already seeing the value of this functionality; in fact, more than one-half of Facebook’s top 100 apps use app event optimization to reach high-value.

Drive repeat actions: Once the right customers have your app, the challenge is

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Recreation Makers’ Advert Technique: Much less TV, Extra Cross-Channel Concentrating on

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Mobile, video and programmatic advertising are growing rapidly, and marketers are looking to use new channels and technologies to get the most out of each media campaign.

As marketers buy programmatic ads across multiple platforms, advertisers need to reach out and engage with their users across these different channels at every stage of the consumer’s journey.

This is especially true in the mobile gaming market, where gaming apps are bountiful, highly competitive and carry high churn rates.

Mobile gaming is a hotbed for advertisers

The mobile game market is exploding, with hundreds of thousands of new game applications made available each year, and in 2016, they will generate more revenue than console or PC games for the first time ever.

Not surprisingly, the advertising market for video games is also growing at a rapid pace–especially with the rising popularity of new mobile ad formats for native, social media and in-app games.

Yet if you were to ask game-makers in 2015 how they attracted users, the common answer would have been television advertising–and that medium is still a force today. According to iSpot.tv, game developers spent an estimated $52.8 million on TV ads in September 2016, almost double the $27.2 million spent just one month prior–the bulk of which was spent by mobile gaming brands.

TV ads are clearly still relevant, but they’re only a small piece of the puzzle.

Traditional TV ads just don’t cut it

While game developers continue to spend big on TV ads, they need to recognize that traditional advertising channels are facing new forces of disruption. Most of today’s gamers are juggling multiple devices. In fact, more than one-half of U.S.-based internet users multitask with smartphones or computers while watching TV.

This mass rerouting of eyeballs should be concerning for game brands spending big money on TV ads. While TV marketers can

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Lead Advertisements, Video Advertisements Seize Hearts, Votes of Political Social Advertisers

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As political interests looked for new ways to tap digital media to canvas for potential supporters in 2016, the unique capabilities of social media drove widespread adoption of two ad types, lead ads and video ads, representing a two times to four times greater share of budget versus non-political social advertisers.

With the 2016 election cycle drawing to a close, now is the perfect time to examine the effects and effectiveness of political ads.

Examining Kenshoo social advertiser data through September, advertisers had already spent more than $28 million on social ads for political causes with another month remaining. After a spike in March, monthly spend dropped off until the general election really started to heat up in July (no pun intended).

Kenshoo estimates that 60 percent of this ad spend focused on the presidential race, with another 26 percent from advocacy groups targeting specific issues and the remainder on races for other offices, political parties or specific regions.

Facebook page posts make up the majority of the ads utilized for political advertisers, but lead ads garnered as much as 6 percent of total social monthly spend for the politics category during time period examined, considerably higher than the 1 percent to 2 percent share of spend for lead ads across all social campaigns.

Since lead ads are specifically designed for capturing information about the Facebook user, it’s no wonder political advertisers have adopted it at more than twice the rate of other social advertisers. According to Facebook:

With lead ads, potential customers can sign up for what you’re offering, and you’ll get accurate contact info to follow up with them.

When potential customers see your ad on Facebook, they can sign up for more info or request something from your business—like price estimates, newsletters, product

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Enhancing High quality Isn’t Anti-Aggressive, Half II

What are Google Shopping ads and how do they work?

When you search for something on Google, we try to provide you the highest quality information we can. Our engineers are constantly experimenting to find better ways to connect you with useful information, and, increasingly, to provide direct answers to your questions.

We take that same approach to online shopping searches. If you’re looking to buy a or a , we want to connect you directly to merchants who sell them, whether that’s through organic links or ads. In recent years, we’ve improved the format of our ads to include more informative displays with pictures, prices, and links where you can buy products. Showing more useful ads benefits us, our advertisers, and most of all, you, our users.

That’s why we disagree with the European Commission’s argument that our improved Google Shopping results are harming competition. As we said last year in our response to the Commission’s original Statement of Objections (SO), we believe these claims are wrong as a matter of fact, law, and economics.

The Commission’s original SO drew such a narrow definition around online shopping services that it even excluded services like Amazon. It claimed that when we offered improved shopping ads to our users and advertisers, we were “favouring” our own services — and that this was bad for a handful of price comparison aggregators who claimed to have lost clicks from Google. But it failed to take into account the competitive significance of companies like Amazon and the broader dynamics of online shopping.

Our response demonstrated that online shopping is robustly competitive, with lots of evidence supporting the common-sense conclusion that Google and many other websites are chasing Amazon, by far the largest player on the field.

We then showed that our improved ads were helpful to users

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Twitter Launches Rewarded Video on MoPub Market

Twitter’s MoPub mobile ad exchange announced the general availability of its rewarded video solution. MoPub originally introduced support for rewarded video ads in September 2015, and at launch, publishers could use MoPub to manage their rewarded video ads from Unity Ads, AdColony, Vungle and Chartboost.

Now, the rewarded video solution includes over 70 demand-side platforms from the MoPub Marketplace, and it allows companies to “directly serve rewarded campaigns through the MoPub ad server.”

Elain Szu, senior manager of exchange product marketing at Twitter, announced the launch in a blog post:

We’re beyond excited to announce the GA launch of our rewarded video solution, which now includes over 70+ demand-side platforms (DSPs) from the MoPub Marketplace, and the ability to directly serve rewarded campaigns through the MoPub ad server. Over the past year, we’ve seen a major increase in video spend from our demand partners on MoPub Marketplace—and strong adoption of video inventory overall from our publishers. Rewarded video, in particular, has become one of the hottest formats since we launched network mediation for rewarded video last year.

Rewarded video ads are ads which users opt-in to view, in exchange for some kind of reward in a mobile game or app. For instance, a user may be able to watch an ad to receive free premium currency in a mobile game.

Szu explained the significance of rewarded video ads:

Rewarded video, also known as user opt-in video, is quickly changing the perception and experience of in-app advertising for consumers. By offering users a valuable reward in exchange for watching an ad, rewarded videos provide a low-risk means to introduce ads with minimal impact to the app user experience. In addition to the strong monetization opportunity for publishers, rewarded video ads have also shown to <a

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Add Merchandise to Fb Dynamic Advertisements by way of URL

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Brands using Facebook’s dynamic ads can now add product images via URL, rather than solely via product catalogs on the social network.

Reader Chris Ruberg, digital marketing specialist at OneCommand, shared the screenshot below with SocialTimes.

Advertisers: What have your experiences with dynamic ads been like?

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Fb Provides New Sizes, Video Advertisements, Carousel Advertisements to Prompt Articles

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Facebook Wednesday announced several new advertising options for Instant Articles: support for new and custom ad sizes, as well as video ads and carousel ads.

Product manager Harshit Agarwal said in a blog post that publishers with direct sold advertising businesses can now use several different formats up to an aspect ratio of 2-to-3, including custom and premium formats, and he offered some examples in the graphic below:

He added that publishers using Facebook Audience Network to monetize their Instant Articles can now incorporate video ads and carousel ads across iOS and Android with no additional implementation.

Agarwal also shared an example of publisher Vox Media extending its custom ad units to Instant Articles, writing:

Vox Media has seen success on the mobile web with its proprietary Athena ad unit (pictured above). With this update, Vox Media will bring the Athena unit to Instant Articles across its editorial brands, including Vox.com and The Verge.

Vox Media vice president of revenue product and operations Joe Alicata added in the blog post:

Over the past four years, Vox Media successfully developed the most effective creative ad formats, technology and ad-tech platform that both optimizes in real-time and captures creative insights for our partners. We worked with Facebook to incorporate these high-performing ad units and capabilities in Instant Articles to reach our valuable audiences who are watching, reading and sharing amazing content on this platform.

Readers: What have your experiences been like with ads in Facebook Instant Articles?

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Fb Testing Advertisements in Teams

Facebook confirmed to Josh Constine of TechCrunch that it is testing the inclusion of ads in groups.

The social network issued the following statement to Constine:

We have started to test delivering ads to people in Facebook groups and will be evaluating the response before determining how we will move forward.

According to Constine, and confirmed by Facebook, the test is occurring via mobile and desktop in Australia, Canada, Ireland and New Zealand, with users who are included seeing notices reading, “We’re testing ads in groups.”

Facebook said during its second-quarter-2016 earnings call that it may reach the maximum ad load for News Feed by the middle of next year, so with groups boasting more than 1 billion monthly active users, and the topics of those groups providing targeting opportunities, it makes sense for the social network to explore this route.

Readers: How do you think Facebook users will react if they start seeing ads in groups?

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