The Shift To New Social Ad Placements

The Shift To New Social Ad Placements
SHARE
THIS



In this opinion piece, Dan Murphy’s social coordinator Timothy Harrison (pictured below) explores the rise of advertising on Facebook Messenger and Instagram Stories.

Timothy Harrison

Every sixth post you see in your Facebook News Feed is a paid ad, and everything in between is your family, friends and organic content based on your interests. So, it’s harder than ever before to cut through to any audience on Facebook. Brands literally have seconds to capture users’ attention on Facebook.

Facebook has recently bolstered its efforts in growing Messenger and Instagram this year. The past six months we’ve seen the rise of new messenger ad placements, DIY bots, Instagram Stories and updated Instagram advertising objectives. It seems Facebook is starting to spread its wings and shift away from Facebook’s overcrowded News Feed.

The adoption of Messenger

There has been a 20 per cent growth from 2015 to 2016 in Australians using Messenger. The growth rate is expected to rise, so it’s a great time for brands to start testing the platform at the same time as users start to interact with the new features.

Messenger Ads is a good start to test the waters, but will need to be monitored closely, as it’s still new to users. It will be interesting to hear what Facebook has to say about the performance of Messenger ads over the next couple of months.

A better feature is the integration of bots – one of the biggest buzzwords of 2017. It’s content-driven and has huge potential. It has picked up positive traction with popular bots like Pancho, Hello Jarvis and ABC News. You can use them for entertainment, acquiring user information and sales. You don’t always need an always-on approach either, and they can be used at a campaign level. Best of all, there are off-the-shelf options and plenty of support out there now to build one.

But as Messenger bots evolve, so will the complexity of how it interacts with users and the ability to connect it to the rest of a brand’s ecosystem.

The Instagram v Snapchat battle continues

Instagram Stories turned one earlier in August, recording more than 250 million daily users –  surpassing Snapchat’s 166 million daily users. An average of 32 minutes per day is spent by those under the age of 25 on Instagram, and 25 minutes per day for those 25 and older. Instagram has also been growing its share of Facebook’s total ad revenue since 2015. If this is anything to go by, this will likely increase, as more advertisers flock more and more into the platform.

Brands like Red Bull and Airbnb have been creating powerful bespoke content with their Instagram Stories ads. Their content is created specifically for the platform – vertical, short and attention-grabbing, which is what it’s all about.

The platform will likely be Facebook’s next big cash cow, as they implement a wider range of advertising objectives, more formats and a better connection into Facebook. It has so much room to grow for advertisers, where it only has less than a third of Facebook’s monthly active advertisers.

What lies for 2018 and beyond?

This year has seen two billion active users on Facebook and a wealth of new advertising features. There’s no shortfall on users and potential reach. Next year will likely see far more hyper-personalised content thanks to AI and a wider range of optimised advertising options.

One thing we must keep in mind is that despite all these shiny new things, it doesn’t mean you have to try it. Be where you’re most relevant and ensure you have a purpose.

Latest News

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban
  • Advertising
  • Campaigns

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban

Australia’s leading health and wellbeing brand IsoWhey has launched its latest national campaign, ‘#YouGotThis’. Created by Urban, the campaign highlights the real-life struggles Australians face on their weight management journey. A journey made easier through perseverance, and a little help from IsoWhey. The #YouGotThis campaign is IsoWhey’s biggest marketing investment to date, with executions running […]

Taking A stand? Just Do It…Maybe
  • Marketing
  • Opinion

Taking A stand? Just Do It…Maybe

In this guest post, creative and strategy director at WE Buchan, David Coupland (pictured below), takes a look at the fallout from Nike’s Colin Kaepernick campaign and says what it also does is show the importance brands now play in our lives… Nike’s decision to feature Colin Kaepernick as the face of their 30th anniversary “Just Do It” campaign […]

Opinion

by B&T Magazine

B&T Magazine
How To Optimise Branded Keywords
  • Marketing
  • Opinion

How To Optimise Branded Keywords

In this guest post, CEO of Delacon, Michael Center (pictured below) talks the value of branded keywords for marketers and offer his tips on getting the best from yours… Branded keywords are an essential part of the digital marketing strategy for many large businesses. Trading on the recognition and equity of a brand’s name, some of the country’s […]

Opinion

by B&T Magazine

B&T Magazine
OLYMPUS DIGITAL CAMERA
  • Marketing
  • Opinion

Expertise First, Influence Second: When Influence Is A By-Product Of Expertise

In this guest post, Taryn Williams, CEO and founder of influencer and creative talent marketplace theright.fit, explains why influence should be a by-product of success, not the foundation for it… Like any form of advertising and promotion, influencer marketing is not without its controversies. Earlier this year Australia’s Federal Minister for Health, Greg Hunt, ordered […]

Opinion

by B&T Magazine

B&T Magazine
Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience
  • Campaigns
  • Marketing
  • Technology

Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience

Ford Australia has unveiled a new innovation that showcases the iconic Ford Mustang through a collaboration Facebook and Instagram. The interactive campaign invites Facebook and Instagram communities to take part in a live poll to identify Australia’s ultimate Mustang design. Targeting performance car fans, along with design lovers and image-conscious consumers, Ford and its partner […]