LinkedIn Direct Sponsored Content skips the page and goes straight to the target

Marketing messages are a lot more effective when they’re targeted. That’s a given. But customizing the message is tricky when you’re updating a social media feed. Say your company is going on a road trip across the US. Do you want to stack up 12 posts, one for each city on your company LinkedIn feed? LinkedIn has a better idea.

Direct Sponsored Content

Direct Sponsored Contact

What this tool allows you to do is create custom content and make it visible only to a specific group of people. This way you can personalize and test content without clogging up your public facing feed.

Previously, if you wanted to pay to promote your 12 city tour, you’d have to create 12 pieces of content, each with specific city information, then push each one out as sponsored content using location targeting. Anyone who visits the company page would see all 12 posts stacked up.

Facebook improves mobile ad performance with device specific targeting

Facebook previously allowed advertisers to minimally target their ads to mobile device users. The options were limited–operating system and whether they were on wi-fi or not.

The social network has announced improved targeting–allowing advertisers to target say, a¬†Google Nexus 10 with a minimum OS version of 3.0, who are on Wi-Fi, if they so wish.

Facebook Mobile Targeting

For marketers, the update allows you to fine tune your targeting for such variables as:

  • Only target advertisers using a device new enough to support your software.
  • If owners of an iPhone 5 spend more money with you, you can up your ad budget just for that device.
  • Target your ad creative to each type of device. E.g. show iPad users different¬†screenshots to iPhone users.

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

Facebook story adSign up now. Sign up now. Sign up now.

Are you ready to sign up yet?

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.

Facebook launches multiple image carousel ads

Facebook Multi AdFacebook just released a brand new ad unit that is nothing I’ve ever seen before (but maybe I simply haven’t been paying attention?) The ad contains a side scrolling carousel with three product images. In this screengrab, you can just see the second image coming in on the right. You can see it in action on the Facebook for Business blog.

I’m not a fan of ads that slide, jump, jitter or repeat but I’m digging this Multi-product ad. The scrolling movement is slow, giving you enough time to look at each image as it travels by. I wish that when it got to the end it would continue on like a solid loop. Instead it jumps back to the start like a Vine video. Smooth would be better but I can let that go. (Now that I’ve made my thoughts known.)

Facebook launches video ad call-to-action button and enhanced targeting

facebook video call to actionFacebook is ramping up the delivery of video advertising with two new tools and a tweak.

First, when an advertisers sets up a video ad in the ads Create Tool, Power Editor, and/or API, they’ll have the option of choosing “video views” as a campaign objective. This option is a signal to the backend to show the video to Facebook users who are “mostly likely” to view the video, taking into consideration the device and target demographics.

“Additionally, advertisers with account representatives will be able to show people who have viewed a specific video additional ads, whether video or photo ads, through a new retargeting feature.”

Why only advertisers with a rep? Because it’s not worth messing with for the small business who only spends a few hundred a month or less?

DIY Promoted Pins coming soon to Pinterest

If imitation is the sincerest form of flattery than Facebook must be glowing with pride today. Pinterest just announced their latest advertising option – the DIY Promoted Pin. And considering how much DIYers love Pinterest, it’s a natural fit.

Promoted Pins for All

Now, you don’t have to be a big brand to advertise on Pinterest. All you have to do is visit the ad dashboard, pick one of your pins from the presented options and promote! You can choose from a range of targeting options and you only pay when people click. It’s just like promoted posts on Facebook only better because its Pinterest!

On the backend, Pinterest is beefing up their analytics so you’ll be able to see which of our pins are getting the most clicks, impressions and repins.

Yahoo goes all in on mobile ads while Instagram and Pinterest take a slow but steady approach

Yahoo adsYahoo is rushing headlong into the advertising fray with a bold, new look on mobile. Instead of trying for unobtrusive ads that won’t disrupt the viewing experience, Yahoo is going with large, image-rich ads that lead to great content. In a funny way, these native ads are hiding in plain sight because they blend in to their surroundings in a good way. They look like content and though they’re clearly marked as sponsored ads, many people won’t notice or care.

Good content is good content, after all, so does it really matter if Netflix sponsored the behind the scenes look at Orange is the New Black? No!

Here’s where I was going to say that this format is great for entertainment stories but won’t work for. . . . (fill in blank) stories – but honestly, I couldn’t think of a good argument against.