SO MOnday: 29th February 2016
Emma Saddleton and Abbey Torrance round up the best social and mobile news from the past week… including Facebook’s immersive ads, soaring mobile ecommerce rates, Snapchat’s Nielsen measurements and more…
This new ad format from Facebook will give advertisers a number of tools to help create a more ‘immersive’ ad experience via the Facebook mobile app.
The Chief Creative Officer at Facebook’s Creative Shop, Mark D’Arcy told the press last week that Canvas ‘will give advertisers more space and will allow them to create unique experiences on mobile’.
The new format has been tested by a few brands including our sister agency Vizeum’s client Burberry.
How does it work? “The ad appears within a person’s newsfeed and takes up the whole screen when they click on it. The platform allows users to interact with the ad either by scrolling horizontally, vertically or with video. Brands can also make use of a tilt feature whereby they can make an image larger than the phone screen and users can tilt their phone to explore the image. Advertisers can make use of the any of the features they want to.”
This means that it will allow brands to test different variants of their ad to see which drives higher engagement – so ‘for example, at one time a particular person may respond to a gif, and at another time it may be a video’.
This is a great development from Facebook allowing brands more flexibility on their ads and not constricted by current formats.
According to the latest stats from study by IMRG and Capgemini this week, mobile and tablet accounts for more than half of all online sales in the UK.
“During the period of November 2015 to January 2016, 51% of UK online retail sales happened via mobile, a significant increase on the 45 % share recorded during Q3 2015.
“Desktop and laptop accounted for 49% of ecommerce sales, 33% of sales came via tablets and 18% via smartphones.”
This shows how retailers have really boosted their mobile offering in order to deliver a seamless consumer journey from browsing to purchasing.
Richard Tremellen from Capgemini said: “Not only have mobile platforms become more secure, but the payment process is also much slicker. The result is smartphone conversion rates are 70-80% higher than this time last year.”
How does this compare to previous years? “In terms of visits to ecommerce websites in the UK, mobile accounted for two-thirds (66% of traffic), up 3% from the previous period and 11% higher than the same period in 2014.”
Nielsen have announced that Snapchat will leverage Nielsen’s Digital Ad Ratings to measure the audiences of its views across mobile devices. By measuring the vertical video views (3V) with Nielsen, Snapchat will be able to demonstrate its reach and frequency as well as GRPS and audience breakdown on campaigns using the measurement tool.
The measurement will be applied to Snapchat’s Geofilters and Sponsored Lens in time but for now, brands will be able to promote through the platform whilst being aware that they can measure it coherently.
To save you time heading to a store, only to find that the product you need is out of stock, Argos will start to use Google’s new Local Inventory Ads to demonstrate what is available. In addition to the time saved for the consumer, Argos will hope that the product will save marketing money by only displaying those products that are relevant to consumers.
Meaning that stores will need to hand over stock level data, the move will help to drive footfall to stores and drive in-store conversion allowing the opportunity for additional purchases while you’re out.