Adaptly says forget the call to action, tell a story instead

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According to a new survey by Adaptly for Facebook, there’s nothing to be gained by being a nag. In fact, the numbers say you’re better off telling a story and saving the call to action as your punchline at the end.

To test the theory, they ran two, 3 unit campaigns for Refinery29. They served them up to a lookalike audience then watched the responses roll in.

The first set, the sequenced ads, began with a general, brand awareness message. 4 days later they ran a product information ad, 4 days later a specific call-to-action with an email sign-up.

You can see all three ads here.

Tremor Video teaches us how to turn 15 seconds into a minute

Stop Watch 487816_34631343The MMA Mobile CEO & CMO Summit in Hilton Head is wrapping up today with a presentation based on a new study called “Crème de la Crème: A Guide to Creating Successful Mobile Video Advertising Units.”

The study is based on research conducted by Tremor Video with the help of Millward Brown. It identifies 5 key elements of a successful video advertisement. Tremor hopes that marketers will take their advice to heart and create more innovative video campaigns because right now most people are doing it all wrong.

Doron Wesly, Head of Market Strategy at Tremor Video says,

“The bulk of online video advertising today is simply repurposed television spots, yet the devices where consumers spend the most time are completely interactive with just a swipe or tap. We want to help marketers realize the opportunity in front of them: the potential for a consumer to spend nearly a minute with a 15 second ad.”

Want to connect with Millennials? Go green!

Going green has gone in and out since the 1970′s. Slowly, over time, we’ve learned to recycle bottles without thinking too much about it and maybe look for detergent that won’t hurt the environment. But when you look at the big picture, there’s very little green being spent on green.

SCA, a hygiene and forest products company, says the tide is shifting now that the buying power is in the hands of the Millennials.

Buying Green

 

SCA hired the Harris Poll folks to survey over 2,000 US adults over the age of 18. They asked these people how they felt about green purchasing and here’s what they found out.

In the final World Cup Match it’s Facebook vs Twitter!

Wow, what a weekend. That final World Cup match was amazing! It looked like Twitter was going to take it but Facebook came in at the last moment with a tremendous push! There was, of course, a ton of talent on the field, but I think it was the fan support that really made the difference.

I mean, what’s the fun of playing if no one is watching. . . or in this case. . . talking about it online.

Twitter ended the match with an impressive 32.1 million tweets.

wctotaltweetsfinal_Total_Tweets

But Facebook claims they fielded 280 million interactions from 88 million people during the final game. That broke the record making it the single most talked about sporting event in Facebook history. (Which pretty much means “of all time”.)

Facebook ad research shows branding is a key and often missing link

There are plenty of TV commercials out there that leave you wondering what the commercial is for. Are they selling a car? A phone plan? A pharmaceutical that will solve all of your problems in a single pill? Sometimes advertisers sacrifice branding for the sake of being hip and entertaining. Well, maybe they can afford to be mysterious, but you can’t.

When it comes to online advertising – and in this case – Facebook advertising, Brand Link is one of the keys to running a successful campaign.

Facebook ad pointsFacebook’s Marketing Science team asked 700 consumers from around the world to evaluate more than 1,500 news feed ads. Researchers Neha Bhargava and Eurry Kim ran a variety of tests to determine how well people responded to different ads and they came out of it with seven key creative elements.

First impressions: Twitter’s new organic Tweet analytics rocks

My Tweets earned 5.5K impressions over the last 28 days.

I was impressed by that until I saw that I was down 8.0% compared to the previous 28 days. I’m slipping. But thanks to Twitter’s fancy new organic Tweet analytics tool, I can now pinpoint the source of the problem. . . .

Here’s my screenshot from this morning:

My Twitter organic analytics

I get that nice big headline telling me how well I’m doing in comparison to myself. I like that. That’s followed by a 28 day bar graph. Again, easy to read and the perfect overview of the ups and downs. Looks like late June was hot and things fell off as I rolled into July.

LinkedIn members are unique, driven and big spenders. . . or so they say

LinkedIn ReportLinkedIn just published a new study about harnessing the power professional consumers or “prosumers” as they call them. Without even looking at the numbers I can tell you that LinkedIn members have more buying power. It’s a networking site for people who are serious about whatever their business is, so chances are they have more discretionary income and a desire to advance – both professionally and personally.

What surprises me is LinkedIn’s choice of opening and closing graphics for their report. It’s a group of cavorting college students. The girls are all riding on the back of the boys and everyone is laughing.

Is this really LinkedIn’s audience? Shouldn’t we see people at work, at a conference. . . girls not riding on a guy’s back?