The advent of video ads on social media

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Social media platforms, led by Facebook, are noticeably going all out in their attempt to encourage brands to pay for online video ads. And with the number of people now using devices on a regular basis, they might just convince marketers it is worth their while.

“These companies went from just talking about or lightly testing video to deploying it in a pretty big way. There’s kind of a perfect storm now of consumer behavior, technology, development and content availability,” said a research analyst at eMarketer.

The audience is obviously there and they’re willingly spending much time online. In fact, it is so evident that marketers are now taking the platform seriously. What’s more, these social media companies are capable of targeting certain demographics that advertisers prefer because of the trove of user data they are sitting on.

Drawn by the ever-increasing numbers of social media users, brands are now looking to spend around USD 8 billion for video ads for this year alone. Facebook is the prime choice for video ads, especially if the target user segments are those who are on mobile. Twitter and YouTube are also perfect platforms for marketing big events.

Video ads online cost almost as much as some television ads — but that’s not to say that TV is suddenly not going to matter. Television advertising is still going to be a critical point for any marketer; it’s just that they are now paying equal attention online to keep up with its phenomenal growth.

However, social media platforms and marketers alike have to avoid overwhelming users with too much video ads or it will ruin their online experience.

For marketers, it is recommended to try different types of tone for the video to be sure that it catches users’ attention and help them retain the information. Creative and humorous clips tailored for your brand are going to hit when done well.

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App Ads and Social Media

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These days, there is really just one thing that people will feel good buying on their small screens: apps. And what resulted from people’s love for apps is this overpopulation in app stores which does not bode well for developers trying hard to get their creations discovered. Then the app install ad came into picture.

Unlike the classic banner ads which started during the dawn of the Internet age, app install advertisements are seen as more effective when it comes to mobile ad because:

– Apps are easier to buy. Almost all smartphone users have their credit card linked to their OS’ app store so there’s no need to input anything every time they feel like buying. With the wide range of apps, there’s a big chance a user can find several that appeals to him or her. And since apps are priced cheaply and can be used instantly, many users are tempted to buy on impulse.

– Tracking installs is convenient. Compared to conversions of mobile adverts promoting stuff meant to be bought offline, conversions for install ads in apps are way easier to measure. This is a huge advantage because advertisers would naturally want to at least see some evidence of ROI on their advertisements in order to continue. Typically advertisements’ conversions will be difficult to keep track of since there’s no way to know if one of those led to someone buying the product from the grocery. With app install ads though, there are the social media sites and SDKs that can accurately measure when one of their ads led directly to an install.

Google realized the importance of advertising on mobile devices early on. In 2009, it purchased the ad giant AdMob for USD 750 million. A year after, Apple has followed suit with its acquisition of Quattro Wireless that they relaunched as iAd. Unfortunately for Facebook, it did not see the huge shift from desktop to mobile earlier so they only made efforts on mobile advertising in 2012.

But since selling ads alone would be inadequate — after all, in order for users to download the app, developers have to make it known to the public first — Twitter and Facebook created a strategy on app ads as they both do not have OS like Google and Apple. Their aim is simple: to offer quality tools and services for developers to start a connection that could eventually lead to buying ads. Now, Twitter has its MoPub, which tracks all apps on a phone in order to effectively target ads, while Facebook has its Parse.

As for Google, it seemed like it grew complacent with gaining the AdMob platform, which is a bit understandable as it has no need to rush like Twitter and Fb — all they need is to improve their ad conversion. And sure enough, earlier this year, Google has launched improved app install ads that effectively utilizes its data trove concerning apps that people buy, use and download for free. It could eventually join Twitter and FB in providing app engagement ads based on various data it can collect from users.

With the inevitable overcrowding in app stores, app install ads would surely be more significant and evolve into new forms such as engagement ads. A good example of this is Facebook’s video ad from LiveRail which shows how useful or fun an app is. Another one is the launcher app of Android that shows contextual home screens and customized recommendations of apps a user may need.

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At Logicgateone Corp., everything we do is customized to every client we work, which requires thorough consultation to ensure that we are on the same page and we understand your expected results. We usually advise clients to sign up for this complete SEO package but if you really need help on certain avenues of SEO, we have detailed each of them for you.

We are a full service SEO Company that specializes in organic Google Search Engine Optimization Services based in Subic Bay, Philippines. If you would like to see your company website ranked on page 1 of Google then you should contact us for a free SEO quote.

Facebook to cut back on promotional posts from newsfeeds

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FB

Facebook doesn’t seem to be worried about losing advertisers. Their announcement last week regarding newsfeeds just made everything official for business owners: no more freeloading.

Well, actually they said it was the users themselves who are saying they don’t want promotional posts on their news feeds. And Facebook being the user-loving social network that it is, readily heeded their request.

Starting January next year, posts from brands that their algorithm deem as too promotional won’t make it to any feed.

According to Facebook’s survey of half a million users, they would rather not have ‘promotional’ posts cluttering their newsfeeds. Apparently, users complained of many junk posts in their feeds and asked to see more updates from their personal friends on that space instead.

“What we discovered is that a lot of the content people see as too promotional is posts from Pages they like, rather than ads. We’re responding to what people want to see,” Facebook said on its blog post.

Obviously the average user would prefer to see more content from their friends (the reason they signed up in the first place) but this spells bad news for brands on Facebook.

“It’s a clear message to brands: If you want to sound like an advertiser, buy an ad,” said a media analyst from Altimeter Group.

For the last 2 years, they have been tweaking the algorithm which is responsible for choosing what a user sees in his/her feed, in a bid to cut back on ‘junk’ posts. So this is yet another blow for businesses who are just getting used to the EdgeRank (the algorithm that decides which supposed organic posts of a brand will eventually show up in a user’s feed). If previously they were highly doubting whether their posts ever reach the eyes of users, now they are sure they won’t.

Fortunately, the announcement came with some guidelines on what their algorithm will deem too promotional:

– posts that just push people to purchase something or install an app

– posts that entice people to enter sweepstakes and other promotionas with no real context

– posts that just rehash the same content from advertisements

As a result, companies will obviously be obliged to avail of Facebook’s advertising system. Talk about subtle arm-twisting. It won’t be a surprise if their ad prices suddenly increased, too. (Case in point: In the last quarter, Facebook reportedly increased their ad revenue by 64%, ergo their ad prices also increased by 274%, compared to last year’s prices.)

Companies might get skeptical that Facebook could be deliberately pushing them towards paid ads — and no one could blame them. It’s is rather hard to swallow that the expected increase of ad revenue is just a very fortunate side effect.

Facebook vice president Brian Boland insisted that these changes, contrary to popular belief, are simply to make their users happy and not to rake more profits from the expected increase of ad revenue.

So if Facebook is nudging brands away from organic posts to traditional advertisements, does this mean users are going to get bombarded with equally annoying adverts? The rest of the Facebook users might find assurance in their statement that “this change will not increase the number of ads people see in their News Feeds.”

Facebook seems to be moving farther away from social marketing and turning into a place to buy traditional advertisements. If so, then it’s too bad as it will surely stifle creativity in doing subtle social marketing.

They might mean well for the users in general — they want to give users more pictures of their friends’ dinner and family trips, we get that — but what about those users who are deliberately keeping tabs on businesses? Surely they’re not going to be forced to endure personal pictures of their ‘friends’ when they came there to hear from companies?

Making SEO and Social Media Marketing Work for You

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Digital marketing is a mega-trend that is rapidly exposing Early Adopters and Laggards. Where do you stand in that ambivalent crowd?

Here is short history of business technology:

·         In the late 1980s you had to have a fax machine (and fax number on your business card) in order to be seen as a credible business

·         In the late 1990s, no legitimate company would be caught dead without a website (in fact, any company without a website was probably dying as a result)

·         In the late 2000s (and more so every day), any business without a proactive plan to manage social media was falling behind its competition

·         In the 2010s, if you still have a fax machine (and fax number on your business card), you may be in more trouble than you thought

Increasing your web presence and social media footprint has never been more urgent. Whether you are only launching a business or striving to make an existing one more accessible and appealing to customers, now is the time to dump the fax machine, jump on SEO, and avoid extinction.

With respect to a viable web presence, where would you plot your company on this adoption curve? The latest adopters in this familiar model have traditionally been labeled “Laggards,” but in the world of SEO and social media, latecomers are plain old Dinosaurs because of the extinction-level event that is created by their inattention.

Why Social Media is the Place to be?

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Social Media Marketing

An effective social media strategy is vital to your marketing success.

WHY SOCIAL MEDIA IS THE PLACE TO BE?

People are constantly hooked up with their smartphones and their tablets are always within arm’s reach so it makes it even more profitable for businesses to connect to them through the web. We’re not only talking about advertisements here, we’re talking complete marketing strategy that doesn’t smell like one.

100% Social media is an effective way to market. This is where everyone interacts with everyone and builds networks — a place where every interaction gives a personal vibe. Needless to say, it’s the perfect venue to reach more people and provide a more individual experience in customer service to each one. Coupled with quality content, your presence in social networks will surely gain organic following.

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LogicGateOne Corp. Job hiring!

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At LGO, everything we do is customized to every client we work, which requires thorough consultation to ensure that we are on the same page and we understand your expected results about SEO, Web Design, Web Programs, and even Social Media Marketing.

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