Atlas Is A Big Deal - For Facebook AND For Agencies

For Zuck and Facey, challenging Google’s video dominance just ain’t enough. Facebook is about to take on Google’s entire online ad flourish. Launching this week, Atlas will allow advertisers to use Facebook’s treasure-trove of world-class data to target and track ads across the entire internet — not just on Facebook. This is a big deal for Facebook’s bottom line, as well as agencies that create and distribute the digital ads.

Atlas is so compelling because it will use Facebook UID, which is becoming the universal “ID card” for the internet. This means advertisers know not just who they’re reaching… but when that person moves between their phone, tablet and desktop (and soon their watch). Attribution remains the biggest challenge in advertising, our overlords in Menlo Park seem to be on the verge of deploying a solution with Atlas, Facebook UIDs and deep links properly tracking the customer journey from exposure to conversion.

On the agency side, the impact of Atlas should be similarly huge. It has become clear that data — especially social data and true ID — is the key to ad performance. Agencies with expertise in leveraging social data are critical now more than ever. Moreover, with Atlas Facebook is providing agencies with one portal to buy and extend social campaigns to all digital/mobile inventory, instead of just on social channels. In addition to being the content creators and social ads experts, we’ll now be further empowered as the hub of media buying, with nearly limitless paid reach potential. Which is the way it should be:

Don’t think of Atlas as buying ads on Facebook and the greater web. Just focus on buying audiences, wherever those people go.

As they’ve been doing since ads were introduced on the platform, Facebook continues to democratize digital advertising. Traditional paid media agencies no longer hold the keys to the kingdom. Everyone has more or less the same thing, and quality of your content determines how low you can get your CPM or CPV. Agencies that excel in data-driven social content creation and distribution — much like Buzzfeed has done for publishing — will provide the best value to their clients.

It has never been easier to reach the right person, with the right message, on the right platform, at the right time. But with great power, comes great responsibility. As marketers, let’s remember to properly harness this data and create content that provides shared value for both the customer and the business.

LS at Ad Week

Dear friends,

Once again, Laundry Service is a proud partner of Advertising Week in New York City. On Thursday, October 2, at 1:30 p.m. in the Times Center, we are hosting a panel called How To Kill It On Instagram.

Moderated by Advertising Age reporter Alex Kantrowitz, the panel features four of our favorite peeps:

  • Liz Eswein, who runs our Instagram network, Cycle, as well as everyone’s favorite SFW Instagram account @NewYorkCity
  • Fat Jew, social media superstar and everyone’s favorite NSFW Instagram account @TheFatJewish
  • Toast, anti-puppy mill activist and everyone’s favorite toothless, gram-sensation pup (srsly, there’s a dog on our panel)
  • Jason Stein, lyrical waxer on all things sosh and our fearless leader

We have a handful of passes to our event. If you’d like to come, let us know!

The Advertising Week festivities and workshops run all week. If you’re around, let’s catch up!

♥ The LS Team

Who’s best for video ads - Facebook, Twitter or YouTube?

By Jeremy Leon (@jeremymleon)Senior Social Strategist @247LS

If you’ve been following our blog/sosh channels/smoke signals lately, you’ll have noticed that we are obsessed with producing and distributing video. And we think it’s crucial to success on sosh movin’ forward.

But what is the best platform for video distro? With the major networks releasing native video units, there are a few very viable options: Facebook, Twitter and of course YouTube. We ran some tests to see which platform delivers the best bang for buck. We posted the same videos across all three channels and served over 10 million impressions across them to get these results…

Utilizing their brand spankin’ new native video units, our campaigns clocked in at a 2% average engagement rate. This resulted in an effective cost per view of $0.10. Not too shabby.

YouTube came in second. We were able to get our cost per view down from $0.25 to $0.09 with some heavy optimization. YouTube’s view/click-through rate was 1.6%. But this CPV seemed pretty strong, until we hit play on our Facey campaigns…

With a 10% engagement rate, Facebook absolutely smashed the competition. The native video units saw a cost per view of $0.04. The best part? We were able to scale these campaigns out without increasing the CPM at all. The next best part? We were able to target related campaign content to everyone that had viewed the video, retargeting them to move ‘em down the funnel with photo and link posts. Lastly, by adding a CTA button at the end of the videos, we were able to drive traffic to our clients’ websites through our video ads.

After completing this test, we obvi moved the majority of our ad spend to Facebook. Over one week, our best performing video drove over 1 million views, 30,000 link clicks and 10 million impressions.

When it comes to distributing video at scale with paid media, Facey is the placey.

Why Native Twitter Videos Are Legit

By Jeremy Leon (@jeremymleon)Senior Social Strategist @247LS

As you’ve probs heard, Twitter has started rolling out native video functionality to select brands. We’ve done some testing of this new (super sexy) unit to see how the results stack up against tweets that embed videos using a YouTube link and against YouTube paid media as a whole – the results are pretty insano.

Client Test 1 
For one of our clients, we wanted to see how much more efficient using native Twitter video would be over using an embedded YouTube video in a tweet. We uploaded our video into Twitter’s creative panel and set up our two campaigns. Immediately we noticed the campaigns with the YouTube link had, comparatively, a super mediocre 0.8% engagement rate. The native video had a 2% engagement rate! And then the cost per view numbers started bubbling up… YouTube tweets had a terrible $10 cost per view. Native video tweets had a $1 cost per view! Not only are these native video tweets making people click more often, but they’re making them play the video more often – resulting in cheaper views!

Client Test 2 
We ran some promoted, native video tweets and some ads promoting the same video on YouTube using TrueView. The results were ASTOUNDING. Twitter cost per views came in at $0.01 (bear in mind, this was a very awesome, shareable video), while YouTube cost per views came in at $0.10 for the same video. This massive difference came from all of the RTs the video had. The earned media from our Tweet resulted in it absolutely smashing YouTube in cost-effectiveness.


Facebook is Mobile TV

By @247ls

Last week Unilever CMO Keith Weed spoke to Jack Marshall at the WSJ and shared his frustration with the mobile + social advertising ecosystem. We agree that it can be convoluted, it’s why we exist: to handle both content creation and media buying in real time, in one place.

Since Keith and LS are clearly on the same page, we wanted to help him with his most specific problem: “I ask you all to think long and hard about how we simplify this. I could create a TV ad this week and show it in a hundred countries next week. I can’t do that with a mobile ad”

When we read that, we were all like, But what about Facebook? We started pulling data to see if we could show a mobile video ad in a hundred countries on Facey. And it turns out you most certainly can. Here’s what we found out:

We can use Facebook to hit 1.2 billion people across 120 countries on desktop and mobile, 946 million of ‘em can be hit on mobile - and 80% have smartphones! Keith is right that mobile and social are complicated. There are a lot of people and smartphones, and so many platforms — from social to messaging to publishers to games to dating apps. But if you’re looking for cutting edge ad tech and targeting at scale, Facey remains the place to be. No question about it.

See below for a breakout of EVERY country we checked out, how many users are targetable in each and how many of ‘em can be reached on mobile.

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