Analysis Suggests Advertisers Could Direct More Spend to Facebook Suggested Video Ads

Although Instagram only accounts for about one-fifth of Facebook’s total ad spend, in Q2 2019 the 50 largest business profiles had the same audience size on Instagram as they did on its parent company. Not only that, user engagement on Instagram was significantly higher than on Facebook for those top 50 business profiles during Q2 2019, per a report from Socialbakers.

However, upon closer review, MarketingCharts (101119) noted the data for Q2 2019 also shows that advertisers seeking clicks might be better served directing their attention to Facebook than to Instagram. Indeed, the click-through rate (CTR) on ads in Facebook’s news feed stood at 1.7%, while the CTR for Facebook suggested video ads was close to 0.8%. 

By comparison, Instagram did not fare as well, with ads in its feed and Stories producing CTR at roughly 0.25% or lower.

While CTRs for Facebook news feed ads are higher than other ad placements, additional Q2 2019 data from Merkle found that, among its North American clients, CTR for ads in Facebook’s news feed decreased by about one-quarter (26%) year-over-year (y-o-y).

There does seem to be some potential when it comes to Facebook suggested video ads. Not only does Facebook suggested video have the second-highest CTR of the 5 placement types analyzed, but it also has the lowest cost-per-click (CPC) and CPM of the placements.

Currently, though, advertisers are allocating just a small fraction of their spend to suggested video ads, with Facebook feed ads instead receiving the lion’s share of investment.

Distribution of Facebook and Instagram […]

By |October 14th, 2019|Media Notes Canonical Briefs|Comments Off on Analysis Suggests Advertisers Could Direct More Spend to Facebook Suggested Video Ads

The Rise Of Social Commerce For Your Brand

The biggest movement in retail is social commerce…the use of social networking sites as a vehicle to sell your product and/or services. Considering over half of all shoppers follow brands on social media to view new products, there is no denying the potential for social feeds to drive sales. It is critical for your business.

. Social referrals to retail eCommerce site have grown 110% in two (2) years.

. U.S. retailers adopting social commerce nearly doubled from 2017 to 2018.

. Fifty-eight (58%) percent of people say social media influences their purchasing decisions.

Because of this, great retailers and manufacturers who sell B2C use automated chatbots. They provide audience-focused information. Seven-two (72%) percent of shoppers are open to making a purchase through a chatbot. They offer product recommendations. Seventy-four (74%) percent of shoppers are open to making a purchase through a chatbot. And you sell directly through the bot. For instance, Marvel uses an automated chatbot checkout to sell tickets directly from social media posts. 

The key is to focus on mobile users. One needs to see a strong presence as forty-five (45%) percent of in-store consumers turn to mobile social platforms to influence their buying decisions. And, a great retailer/manufacturer needs to optimize for mobile devices. Abandonment rates are three times higher on mobile devices, likely due to lack of optimization.

In addition, as a keen focus on mobile users understand, one can offer deals exclusively to a […]

By |October 13th, 2019|Media Notes Canonical Briefs|Comments Off on The Rise Of Social Commerce For Your Brand

Which Social Media Platform Generates the Most Return Visitors to Online Media Sites?

Research from Parse.ly, Facebook still remains the top social platform for referral traffic to media sites by a wide margin.

Parse.ly looked at referral data from its network during the first six months (January – July) of 2019. During that time, Facebook had an average of 924 million referrals per month. To put this into perspective, the social media platform with the next largest number of referrals per month was Twitter, which averaged 97 million per month during the period of analysis.

The other top social media platforms like Pinterest (25 million), Instagram (17 million), LinkedIn (16 million) and YouTube (1.5 million) referred far less traffic to the network of publishers using Parse.ly.

Of all of the platformed examined, Twitter has the fewest number of users, with recent Pew Institute figures showing that 24% of US adults use Twitter compared to the 69% who use Facebook and 37% who use Instagram.

With that in mind, it is interesting to see that Twitter has the highest average percentage of returning visitors, with 25% of referred visitors from Twitter having been to the same site in the same month. Facebook ranks second in this area with an average of 19% of referred visitors returning to the same site in one month.

While Instagram has made headway in becoming one of the top social media platforms for marketers, especially those who are targeting teens, it generates little return traffic with only an average of 5% of referred visitors returning to the same site in the same month. This is reportedly due to […]

By |September 29th, 2019|Media Notes Canonical Briefs|Comments Off on Which Social Media Platform Generates the Most Return Visitors to Online Media Sites?

Older Adults Show Greater Propensity to Click on Social Video Ads

How Strong Are Facebook & Instagram In Clicking On Social Video Ads?

Video accounts for a large portion of the advertising spend of major national advertisers, with marketers contending that video has high conversion rates than other content. When it comes to video, advertisers are still turning to social media platforms, with Pixability’s State of Digital Advertising Report revealing that the majority of agencies run campaigns on Facebook (90%), YouTube (88%) and Instagram (88%).

Pixability analyzed data from campaigns that ran on YouTube, Facebook, Instagram, Amazon Fire TV, and other connected television channels through their PixabilityONE platform. From this analysis, Pixability found that Facebook delivers the best click-through rates (CTR) at an average of 1.15%, followed by Instagram (0.47%) and YouTube (0.11%).

One notable finding from the report is that older consumers are more apt to click on video ads than younger consumers. Indeed, the average CTR for consumers 65 years and older on Facebook and Instagram is 3.42% and 1.8%, respectively. Meanwhile, those consumers between 55-64-years-old have an average CTR of 2.38% on Facebook and 1.73% on Instagram. This is far higher than the comparable CTR rates for the youngest group of adults (18-24-year-olds), which averaged 1.05% on Facebook and 0.46% on Instagram.

In contrast to Facebook and Instagram, YouTube videos appear to have low CTR across all age groups. The highest was an average of 0.13%, which was shared by those across the 25-54-year-old age brackets.

The good news for advertisers is that cost-per-view (CPV) has fallen for both Facebook and YouTube. YouTube’s CPV fell by one-third (32.5%) between 2018 and 2019, […]

By |September 5th, 2019|Media Notes Canonical Briefs|Comments Off on Older Adults Show Greater Propensity to Click on Social Video Ads

How Should Brands Measure Success On Instagram If ‘Likes’ Are No Longer Relevant?

In July, Instagram announced their test of hiding ‘Likes” on posts. Instagram says the reason for the new feature is to have users concentrate on their posts and interacting with the app, rather than likes.

However, as Emily and Sarah Hamilton wrote in The Drum (090219), ‘The big question is, how will this affect a business that is purely built on social media marketing and relies on social proof? This is a massive change for business.

Likes’ are one of the most recognizable elements of social proof, and a former core element to engagement metrics of a brands’ social platforms. If not engagement, what social metric will drive business results at top? A new era is here. It will be defined by personalized content. 

More than just a ‘Like’ 

In the beginning, social media was a new way people used to connect. Over time, people started to rely on social media platforms more and more. As a result, business owners started to take advantage of the data to understand a specific audience to create strategies to market their products on social media. Today, social media has become one of the most important aspects of digital marketing.

When you think about successful social media content, you are probably already thinking of the generic metrics like the number of ‘Likes’ you get. The number of ‘Likes’ a post receives helped brands to determine how engaged their followers were, what worked and what didn’t.

The number of double-taps can be considered as an acknowledgement. However, today’s social […]

By |September 3rd, 2019|Media Notes Canonical Briefs|Comments Off on How Should Brands Measure Success On Instagram If ‘Likes’ Are No Longer Relevant?

The Real Reason Shoppers Aren’t Returning

Analysts expect that more than 6,000 stores will close in 2019.

Shep Hyken, writing in Forbes (090119) stated, ‘Malls are closing. Retail stores are fighting to stay afloat. Analysts expect that more than 6,000 stores will close in 2019. More than 40,000 employees are expected to be laid off. The blame is often cast on the new digital retail experience. Yes, the way a consumer shops is radically different than even just a few years ago, but consider the stats from ServiceChannel’s recent research outlined in The State of Brick and Mortar Retail Report.


The shopping experience is a buying experience, regardless of the industry.’


His first point was intriguing. ‘Eighty-six percent (86%) of consumers continue to make most of their purchases at brick and mortar locations. Yet many brick and mortar retailers fear how much business they are losing to online retailers. Yes, retailers must learn to compete with an online business, but that’s not the only reason a customer doesn’t return. Something as simple as a dirty restroom or a broken shelf could impact a return visit. Even something about the parking lot – too much traffic, having to walk too far, trash on the ground, etc. – could impact the experience enough to make a customer look for an alternative store.
In addition, 40% of customers surveyed said they are likely to spend less money in a store where there is a negative experience, while 43% said they are likely to jump to a competitor if they encounter any of these negative experiences. In other words, customers know what good service is. What’s more, they expect […]

By |September 1st, 2019|Media Notes Canonical Briefs|Comments Off on The Real Reason Shoppers Aren’t Returning

The Importance Of Incremental Lift

Nielsen Brings A New View To Lift

Marketers like to try new things. One of the reasons many of us got into this profession is the ever-changing nature of it and the fact that there is always innovation: new channels, tools, tactics and technology to learn and master.

Just in the last few years, we’ve seen the marketing technology landscape grow to include more than 7,000 different solutions.

But rolling out something new isn’t as easy as flipping a switch. Before initiatives are debuted, they require two things: budget approval and buy-in from the executive team.

This is especially true when companies launch a new marketing effort. Let’s say you have an original campaign that you’re sure will resonate with customers. You think it could propel your organization ahead of the competition and set the stage for future growth.

The best way forward is to test your hunch before investing too much of your budget in an unproven message, channel or tactic. Running a sample campaign and measuring the results will help you either prove that it worked and/or iterate to improve outcomes.

By making a direct connection between your advertising efforts and actual sales, you’ll have the proof to win over leadership and get the resources you need to scale up.

In the past, marketers have relied on historical campaign data to build a case for future initiatives. This data included traditional metrics such as clicks, using last touch attribution. 

But in today’s hyper-competitive world, relying on old school metrics won’t give […]

By |August 30th, 2019|Media Notes Canonical Briefs|Comments Off on The Importance Of Incremental Lift

Millennials Value Unity More Than Diversity

Millennials, often referred to as the “me” generation, should actually be referred to as the “we” generation, according to a new Fuse Media study that reveals how much this cohort values inclusivity.

The 2019 Fuse Multicultural Insider research, commissioned by Fuse and conducted by NRG, found that millennials (18 to 35 years old) view the notion of “unity” as two times more valuable than diversity, and 55% of millennials believe diversity isn’t inclusive enough. Insights for the research came from 1,500 millennials and 500 Gen Xers between 36 and 49 years old.

Lindsey Stein, writing in Campaign (080919), “This study amplified the idea that this subset of adults is passionately seeking unity, and what brings us together, while defining diversity as couched in what sets us apart. This is something we have observed both with our audience and the millennial and younger colleagues, talent and partners with whom we work every day,” said Mark McIntire, head of marketing, Fuse Media.

Nearly nine out of 10 millennials (88%) said they like when a brand appeals to more than one person, while 85% agree that a brand should be something everyone can enjoy, according to the research.

The study also revealed that 85% of millennials think brands should market to people based on interests and passions rather than physical traits, and 81 percent like when brands give underrepresented groups a platform and voice.

Most millennials (77%) said their favorite brands value inclusivity, with 79% saying they want ads to showcase diversity and 78 saying it’s important for ads to […]

By |August 10th, 2019|Media Notes Canonical Briefs|Comments Off on Millennials Value Unity More Than Diversity

Consumer Trust in Brand Message Grows With Increased Exposure

Brands cannot live on a good reputation alone; they need to earn consumers’ trust. Analysis in a new report from Edelman shows that while two-thirds (67%) of global consumers say that while a good reputation will inspire them to try a product, they will stop buying that product if they cannot trust the company behind the product.

That being said, only one-third (34%) of consumers trust most of the brands they use. While the level of trust in brands they use are within the average across age groups and gender, trust varies significantly across income levels. Only 29% of those consumers in the lower 25% income bracket trust the brands they buy. This is compared to the 38% of consumers in the top 25% income bracket.

In a time when brand ethics are an influential factor in many buying decisions and there is a customer expectation that companies shold have a positive impact on society instead of just being focused on profit, Edleman’s report found that more than half (56%) of the respondents surveyed say that too many brands use societal issues as a marketing ploy to sell more of their product.

This skepticism makes it difficult for brands to get their messages heard and, more importantly, trusted. But in what will likely be good news for those selling ad space, the research did find that if consumers are exposed to a brand’s message across a number of channels, the trust in the message strengthens.

For respondents who engaged with a message on just one channel, only 32% had a […]

By |July 28th, 2019|Media Notes Canonical|Comments Off on Consumer Trust in Brand Message Grows With Increased Exposure

What Do Emotional Interactions With Brands Mean For Consumers?


Emotions are greater drivers of brand loyalty than rational factors such as price competitiveness or brand values including social responsibility, according to consumer research from Capgemini. A new report from Invoca and Adobe reveals what a high emotional quotient means to consumers.

Found in MarketingCharts 101818, Invoca surveyed 1,000 US consumers, finding that when making a typical purchase of less than $100, just 9% feel that the ability to understand their emotions is the most important attribute a salesperson can display. But when they were asked about making stressful or complicated purchases, 25% said that emotional quotient (EQ) is most important.

Consumers attribute a range of characteristics to high EQ interactions. However the most important are:
⦿ Problem-solving (90% identifying as important or very important);
⦿ Support (89%);
⦿ Efficiency (88%); and
⦿ Adaptability (87%).

These generally reflect what consumers to be the most important aspects of a great customer experience, which revolve around speed, convenience and efficiency.
Humans Still Preferred
Seven in 10 respondents believe that brands will mostly rely on artificial intelligence (AI) for communications 5 years from now, but that doesn’t necessarily mean they’re excited about it.

Eight (8) in ten (10) respondents feel that human representatives in person offer the best emotional quotient, with human representatives on the phone (49%) perceived as offering the next-best interactions. Far fewer feel that voice assistants (24%) and chatbots (22%) can offer a solid emotional quotient, indicating that human interaction is still crucial.

In fact, recent research has found that in the US, almost 2 in 3 consumers (64%) feel that companies have lost touch with the human element of the customer experience, and 71% would prefer […]

By |October 19th, 2018|Media Notes Canonical|Comments Off on What Do Emotional Interactions With Brands Mean For Consumers?