New Medium, New Rules

In a recent Facebook blog, Mark Rabkin, the VP of Core Ads at Facebookdiscussed everyone’s favourite media platform: smartphones. He mentions in the article that just as televisions were not just a modern version of the radio, smartphones are not just tiny televisions. TV was revolutionary because it gave every household a screen, smartphones give every person a screen, on their person, at all times.

This constant access to content means that advertisers have to create attention-grabbing, thumb-stopping content in order to capture and hold the small amount of attention consumers have. In fact, Facebook studied the Facebook activity of 537 participants as they watched the season premiere of a popular TV show. They found that during every commercial break, their Facebook activity rose.

Participant's activity on Facebook rose during comercial break
Rabkin, M. (2017, June, 8). New Medium, New Rules: Video Advertising in the Mobile Age

When it comes to advertising, Facebook clearly knows what they’re doing. Here are the best practices of some of Facebook’s top advertisers: Nestle, AirBnb, and Ubisoft.

Build brand new, short-form, mobile creative 

Whether it’s a carousel ad or a video ad, it has to be unique, designed for mobile, and reward people’s attention. Mark also suggests using mobile to echo the organic content people already like to consume.

Re-organize to test and measure ads on a weekly cycle, not every 6 months

You need to test and build quality creative on short notice. As Mark mentioned in the article, “mobile is evolving too quickly for a traditional, fragmented approach to work well”.  Having your creative and measurement streamlined with one provider is a great way to do that. Someone at the dealership might not have the time to whip up new creative on-demand but we have an entire team of experts that can take care of everything for you.

Don’t try to equate disparate platforms

Every mobile format has a different demographic with different expectations and behaviours, so it’s important that you design your creative based on the platform it is going to be viewed on. Mark explained this well when he said:

“a guaranteed 10 second ad break requires different creative than a video in a feed that may be seen for 6 seconds by the average person, but for 30 seconds by 10% of the audience. Facebook isn’t YouTube, YouTube isn’t Search, Search isn’t Snapchat“.

Measure results, not seconds 

It’s easy to get caught up in the amount of views or clicks. But remember, everything should revolve around your business goals and your bottom line. It can be tough to remember these kinds of campaigns take time to begin to generate results, but that’s why it is important to measure, track, and optimize. Traditional media seemed easier to advertise on because there really was no way of knowing how it was performing. Maybe a thousand people converted on your newspaper ad, maybe no one did, there is no way to know for certain.

Mark summed this up nicely by saying:

“it’s crucial to measure business value and results on a per-creative, per-platform, per-audience basis. An advertiser’s ability to measure the right things properly will be the biggest predictor of their mobile advertising success”.

If you would like to learn more about running kick ass mobile campaigns, drop us a line today!

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