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

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine
Do Not Disconnect… Why The Telephone Is Still As Relevant For Advertisers As Ever
  • Opinion

Do Not Disconnect… Why The Telephone Is Still As Relevant For Advertisers As Ever

In this guest post, CEO of Delacon, Michael Center (pictured below), argues in favour of something we don’t hear too much a bout these days – the good old fashioned telephone… It’s 142 years since Alexander Graham Bell made his first call on 10 March 1876 to his assistant Thomas Watson, where he uttered the […]

Opinion

by B&T Magazine

B&T Magazine
An Apology To Salmat’s Karen Lewis
  • Media

An Apology To Salmat’s Karen Lewis

Whoops! B&T's stuffed up and this certainly comes with our sincerest apologies for any offence caused.

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]

Diversity Case Study Series: OMD
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: OMD

One need only look at the Cadbury Favourites chocolate selection to know it has nought to do with industry diversity.

by B&T Magazine

B&T Magazine
Eyeota Deep Dives Into Australian Automotive Purchase Behaviour
  • Media

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour

Eyeota, the global leader in audience data, has today released its latest results on automotive purchase intentions in Australia. The results provide a deep dive into what motivates the buyer and segments those into six different personas.

APN Outdoor Joins The AANA
  • Marketing
  • Media

APN Outdoor Joins The AANA

AANA's annual Christmas dinner and dance got a teensy bit more crowded following this announcement this morning.

QMS Introduces ‘The Lonsdale’ To Melbourne
  • Advertising
  • Media

QMS Introduces ‘The Lonsdale’ To Melbourne

Digital outdoor media company QMS Media has turned on a new premium landmark digital billboard situated in the heart of Melbourne’s CBD. Delivering a commanding presence at the major intersection of Lonsdale and Russell Streets, ‘The Lonsdale’ offers extended dwell times to both vehicle and pedestrian traffic, impacting more than 2.2 million contacts per month. […]

Portrait of a woman looking through out the blinds. Office worker looking through window blinds
  • Opinion

The Lurking Brand Threats Facing CMOs

Treading on gardening rakes and possible alien abduction notable omissions from this CMO threats piece.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Susannah George
  • Media

Women In Media Profile: Susannah George

B&T is delighted to profile Urbanlist supremo Susannah George who, we understand, is not related to George Brandis.

by B&T Magazine

B&T Magazine
Ikon Lands Avis Budget Group Account
  • Advertising
  • Marketing
  • Media

Ikon Lands Avis Budget Group Account

B&T chooses and recommends Avis and John Karandonis shoes. Hang on, that was the end of Sale Of The Century.

by B&T Magazine

B&T Magazine
Principals Appoints New Creative Director For Melbourne
  • Marketing

Principals Appoints New Creative Director For Melbourne

Branding design agency Principals has announced the appointment of Pip Ireland as its Melbourne creative director. Ireland, who has been freelancing with the agency for the past six months, has previously held roles at Designworks in New Zealand and Melbourne as well as Moon Communications in Sydney. Principals executive creative director Simon Wright said: “We’ve […]

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research
  • Media
  • Technology

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research

Global media and technology company Pureprofile has partnered with RDA Research to enable further audience segmentation across its audience profiles. RDA Research’s geoTribes is a unique classification system that rivals traditional geodemographic approaches by grouping consumers into fifteen ‘tribes’ based on their life stage and socio-economic status. Clients are then able to better understand consumer […]