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Advertising

TopVid offers new platform to create Facebook Video Ads with ease

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TopVid, a new automated ad builder, offers brands the ability to easily create engaging video ads to promote products or services on social media.

A new ad builder has a variety of pre-built e-commerce, product showcase, mobile app and video text templates allowing users to create video material for marketing campaigns.

“We are building TopVid because we believe that we will see less and less boring static ads. Video ads are already here and we want to allow everybody create highly converting video ads without any production costs or design skills,” says the founder of TopVid,  Alex Flom.

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TopVid dashboard

Clearly, TopVid’s slogan “sell more with stunning Facebook Video Ads” has been chosen to target advertisers on the largest social media network. Although automated ad builder by TopVid allows brands and solo entrepreneurs create video and share it on any social media platform or website, Facebook users will be at the forefront to try this new tool.

Engaging video ads are one of the biggest trends on social media, particularly on Facebook, which now has nearly 2 billion users. According to eMarketer, by 2019, the total U.S. digital video advertising spend is projected to eclipse $14 billion.

According to the report from L2, Facebook accounted for over 48 percent of total video views, the highest share among the three major platforms. The same report concluded that brands are upping their video investments on Facebook. Video comprised 21 percent of brand posts in Q1 2017, marking an increase of 6 percentage points from Q1 2016.

A new platform by TopVid is aiming to fill the growing niche of automated video ad-builders.

“We are different from other video creation platforms because we are focusing on video ads and optimize all our templates for highest conversion. We work with ad agencies and optimize each template for highest conversions,” said the founder.

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Facebook

Report: Brands Are Slowly Warming Up to Facebook Live

Harry Suresh

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NEW YORK, NY — August 1, 2017. L2 Inc, digital benchmarking firm based in New York, released its report titled “Video: Live”, which found that over 4 percent of Facebook videos posted in June 2017 by analyzed brands were live, up from 1 percent in August 2016.

Live video is a fast-growing feature on many social media platforms. The report found that seventy-eight percent of Facebook Live video views were paid in June 2017, up from 57 percent in November 2016.

A feature notoriously copied from Snapchat – Instagram Stories, measured in terms of both brand accounts and total posts by brands, surpassed adoption of Snapchat Stories in Q2 2017, the report found.

According to the report, few technologies have altered the social video landscape in the last five years as much as live and ephemeral video. Digital live video mimics a TV broadcast, enabling real-time connections with audiences, while ephemeral video like Snapchat and Instagram Stories allows brands to communicate one-on-one with consumers.

Snapchat broke the ice by gaining wide adoption of ephemeral video in 2013, building a user base of 122 million as of Q1 2016.3 Seeking a slice of this growing pie, Facebook Inc. copied Snapchat’s model. Instagram launched Stories in August 2016, followed by Facebook Stories in March 2017, report says.

Digital live video, meanwhile, introduced a new way for brands to reach consumers in real-time at scale. Twitter acquired Periscope in 2015 and began livestreaming major televised events, such as Thursday Night Football, in the fall of 2016. In April 2016, Facebook Inc. unveiled Facebook Live, which is integrated directly into the Facebook app and allows any user—consumer, publisher, or brand—to broadcast videos on the fly to their audiences.

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YouTube followed suit in February 2017, launching YouTube Live—an offering similar to Facebook Live. Facebook Live has been quickly commercialized, and was used by 74 percent of brands studied in the L2 Intelligence Report: Video 2017. Despite this heavy buy-in, brands largely have yet to refine their live video strategies. This report highlights early best practices that have emerged.

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Influencer marketing

10 Influencer Marketing Tools to Amp Up Your Social Media Presence

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July 31, 2017. Influencer marketing has grown at a staggering rate over the past few years and looks primed to become the primary marketing strategy for businesses, both large and small, as more and more companies look to build their brand reputation and stay competitive in the social media age.

Nowadays, celebrities, Instagram stars, and internet personalities command large swaths of loyal audiences who listen to what they say, dress how they dress, and buy the things they buy. For this reason, brands are starting to recognize the power of leveraging these influencers and their audiences to sell their products and increase their brand awareness.

And the rise and successes of influencer marketing are well documented. According to the Influencer Marketing Hub 2017 Study, influencer marketing is the fastest growing customer acquisition method and also has a $7.65 average earned media value per $1 spent.

Needless to say, tools that help brands capitalize on influencer marketing’s ability to build brand reputation and reach new audiences are invaluable.

Here are the top 10 new tools to improve your influencer marketing campaign:

1. Mention Influencers Dashboard

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Mention is a powerful tool to take your influencer marketing up a notch — think of it as your brand’s Influencer marketing command center. Mention’s software excels at helping businesses identify and reach out to influencers who mention their products on the web and social media directly through an intuitive dashboard. It also monitors who competitors are using as their go-to influencers.

2. Publicfast 2.0

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Somewhat similar to Mention, Publicfast 2.0 is an influencer marketing platform that brings brands and influencers together to build successful influencer marketing campaigns. Once a brand creates an advertising campaign for their product, they can use Publicfast 2.0’s heavily filterable list of social media influencers to find and connect with an influencer that matches their campaign’s need. The site also has a social media analytics page that lets brands monitor the ROI for their campaigns.

3. Insense

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Insense is for companies who want a more targeted approach to influencer marketing. Rather than spending millions on a campaign and possibly failing to reach their audience in a targeted and cost-efficient way, Insense lets advertisers analyze influencer’s audiences by location, age, gender, and interests. This, in turn, allows the brand to make an educated decision on how targeted the campaign will be to an influencer’s specific audience.

4. Reelio

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Used by brands, agencies and publishers, Reelio is an influencer marketing platform that helps brands find the right influencers (at the right price), track ROI and scale their influencer marketing efforts. Uniquely, Reelio has a featured creator tool that helps marketers find creators who produce quality brand partnership work, based on their previous performance with Reelio. Their workflow management system also helps simplify the complex process of influencer marketing.

5. Dovetale

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Dovetale, like many of the tools above, offers an all-in-one platform to manage influencer relationships and see detailed analytics like demographics, engagement, and location of an audience. But that’s not all. Dovetale stands out from the others with an innovative image algorithm that lets brands find influencers by entering a desired image description and follower count as well as an image they like the look and feel of. The algorithm then gives the brand a list of influencers who post pictures that fit its influencer marketing campaign.

6. Assembly

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Assembly, an advanced analytics software, focuses on giving brands in-depth data on campaigns and streamlined influencer management systems in order to make the influencer marketing process as seamless as possible. The platform also has intuitive ROI tracking to make sure your marketing money is being optimized.

7. Influential

Influential utilizes IBM’s powerful AI technology to become the only AI powered influencer platform. The technology matches brands with influencers based on “demographics, psychographics, contextual relevance.” Influentials invite-only influencer network is made up of only the top 1 percent of influencers on Instagram, Twitter, Snapchat, Facebook, and Youtube.

8. Julius

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Julius is a heavily data-driven platform that helps match brands with the right influencer. Unlike most of the other platforms mentioned, Julius relies on real people to do research on over 70,000 of the top influencers on social media, resulting in a much more curated experience. The researchers examine an influencer’s content, past brand affiliation, audience, and much more to determine a fit.

9. Pitchbox

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Pitchbox’s innovative keyword search tool makes it a breeze for brands to find prospective influencers to suit their influencer marketing projects. The software also gives companies customizable and personalized email outreach and an organized management client, which turns building a marketing strategy and coordinating with team members an efficient process.

10. BuzzSumo

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BuzzSumo’s comprehensive platform lets companies easily discover and understand influencers for their preferred niche. The strength of BuzzSumo’s powerful influencer search engine lies in its unique ability to filter by topic, location, reach, activity, influence, as well as many other parameters. The platform also allows brands to see detailed descriptions on an influencer’s sharing habits — such as which topics, links, and domains do they share most.

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Marketing Insights

Native Ads Resulting in Higher Brand Recognition and Click-through Rate,Study Finds

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ANN ARBOR, MI — July 29, 2017.  A study conducted by Associate Professor of Marketing  Anocha Aribarg and Assistant Professor Eric Schwartz  at the University of Michigan,  found that Native ads can capture greater attention, resulting in higher brand recognition and click-through rate.

Recent developments in regulatory and industry practice have raised questions regarding native advertising’s ethics and efficacy. On the ethics end, the U.S. Federal Trade Commission (FTC) requires all advertisement disclosures be “clear and prominent,” and that rule applies to native formats as well.

The takeaway for native advertising is simple: “you must make clear that advertising is advertising” so that consumers do not confuse ads with editorial content. From the efficacy standpoint, some studies, sponsored by the advertising industry, claim that in-feed native advertising garners higher click-through rates than traditional display advertisings. But no academic research has provided direct empirical support for this claim. To date, studies have been limited to native ads in the search format (e.g., paid restaurant listings on Yelp, paid listings in Google search).

Although “search” and “in-feed” ads are related, the two formats of native ads are sufficiently different that any conclusions regarding search-based native advertising may not translate to in-feed advertising. In order to fill this research void, prof. Anocha Aribarg’s research focuses on the in-feed native format and aims to assess consumer responses to native ads, as compared to traditional display ads.

For their study, researchers used a multi-method approach to collect and examine data: an experiment with surveys of consumer experience with an online news website, an eye-tracking experiment of participants browsing different versions of a live navigable news site and a field experiment with a business-news publisher with over 125,000 newsletter subscribers. According to scientists focusing on four key metrics – click-through rate, brand recognition, confusion, and evaluation of overall experience – contributes to internal and external validity.

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Display and small native ads used as stimuli for “Consumer Responses to Native Advertising” study

Observational data alone is inadequate to compare the effectiveness of native ads to that of display ads or different formats of native ads because advertisers typically do not advertise in a randomized manner across multiple formats in the same campaign using comparable ad stimuli. But randomized lab and field experiments facilitate these comparisons. The attention and browsing measures from eye-tracking data shed light on underlying process driving the effectiveness of native advertising.

Marketing scientists noted that one advantage of a native over a display ad is that its format is highly congruent with that of the surrounding content. According to the theory of association transfer based on feature similarity, native ads’ resemblance to credible editorial content may also bestow credibility to the ads.

In addition to format resemblance, native ads are presented in closer proximity to editorial content than display ads. However, researchers hypothesize that these two features of native ads—format resemblance and proximity—could draw more consumer attention to native ads and, as a result, help them generate higher click-through rates and brand recognition than display ads.

“Our results showcase the superior performance of native over display ads in generating higher click-through rate and brand recognition. Native ads can draw more attention from consumers as they benefit from attention carry-over due to their resemblance and proximity to editorial content,” – concluded scientists.

Professor Anocha Aribarg and Assistant Professor Eric Schwartz noted that there are regulatory and economic questions surrounding the native advertising industry. Due to concerns about deception, the regulation of native ads’ disclosures is the focus of the FTC’s efforts.

According to its FTC guidelines, a disclosure’s adequacy is measured by whether reasonable consumers perceive the ad as advertising; “only disclosures that consumers notice, process, and understand can be effective.”  The Federal Trade Commission clarifies “how to make clear and prominent disclosures in native advertising” by specifying proximity and placement, prominence, and clarity of meaning as the keys.

“Our findings suggest that using highly prominent disclosure, featuring the brand name and logo in the native ad, to generate brand awareness is a win-win strategy that is aligned well with the FTC guidelines,” – say the authors of the latest study.

At the same time as these legal and ethical concerns, there is growing managerial need to understand the economic prospects of native ads. While technology has expanded advertising capabilities, other technology trends threaten advertising revenue.

More consumers than ever use online ad blocking tools, with 26% of U.S. users in 2017 employing the software on their desktop devices and over 300 million users have adopted a popular ad blocking software on mobile devices by 2016. In response, advertisers seek forms of promotion that will not be blocked, one solution, in some forms, is native advertising.

Such a managerial concern is motivating researchers to compare the effectiveness of native ads compared to traditional display ads. Using eye-tracking data, scientists also examine attention as a mechanism to drive the effectiveness of native advertising.

In 2017, native advertising saw the biggest growth in ad buyers  — a finding that conforms with the latest research. “The number of ad buyers purchasing native ads increase 74% YoY in Q1 2017, the largest increase of any ad format measured. Native ad formats outperform traditional ad units, and even though they’re more expensive, they garner higher click-through rates,” – Kevin Gallagher, research analyst at BI Intelligence , wrote in Business Insider.

 

Data sourced from “Consumer Responses to Native Advertising” ,Social Science Research Network; additional content by NicheHunt.com staff

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