Thursday Thoughts On Advertising 9
Every Thursday we look at the trends/updates/interesting articles found in the Marketing + Advertising + Tech industry. Each submission is presented by a different MA+A employee and covers various topics applicable to our business. The following are professional opinions, insights or both.
This week we’ll look at: Paid Social Updates: Instagram, Digitizing Your Organization, Small Agency Advantages & Digital Advertising Trends.
PAID SOCIAL UPDATES
Instagram Placements Funnel Evaluation See the article here
This is a good breakdown from our crew at Digiday about the nuances of Instagram Stories new placements available in FB Ads Manager. There’s always honest evaluation that needs to occur when a new placement is unveiled in Facebook: ESPECIALLY when Facebook always wants you to enable automatic placements and include every type in your paid distribution.
The most important takeaway here is that the user experience is different for stories. Generally speaking, impressions are cheaper, but clicks are slightly more expensive. It seems that Stories can be mostly effective in a brand awareness-focused campaign, but with lower-funnel goals and ad sets, you might consider excluding those placements from your settings.
DIGITIZING YOUR ORGANIZATION
Digitizing your business is not a one-person job. The entire concept of digitizing your business means that you must break down silos within your organization. At its core, these projects are designed to include multiple people/facets of your business. It’s an all-too-familiar story to our team. “We hired someone to do it all and for some reason, it didn’t work!” That’s why I love working with MA+A. We have a team to tackle all of the obstacles that come with the complicated process of digitization.
SMALL AGENCY ADVANTAGES
Agency Size Allows For Nimble Reaction See the article here.
I couldn’t help thinking about McKay Advertising + Activation when I read this article. “We try not to get caught up in too much process,” Alger (Founder of Must Be Something) said. “We try to trust in our experience, trust in our gut and let the work happen.”
To me, this is the essence of a real advertising agency- Small, nimble and adaptive; no major politics.
DIGITAL ADVERTISING TRENDS
A 2018 Video Ad Study See the article here
At the end of each year, predictions are made regarding trends that will be seen in the digital marketing space. This past year, a lot of marketers were predicting that video advertisements, mobile advertising were going to see an uptick in its overall user experience and functionality. However, a survey by Choozle, found that 72% of consumers do not prefer video advertisements over other forms of ads and that 41% of consumers are still more likely to click on an advertisement through their desktop computers.