PL ATFORM PL ANNING THE H1 2020 - B Y - SocialCode
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THE H1 2020 PL ATFORM PL ANNING GUIDE BY
PL ATFORM PL ANNING GUIDE H1 2020 | Thought Leadership by SocialCode, LLC Writing and Design by SocialCode Marketing Team, SocialCode, LLC www.socialcode.com // info@socialcode.com
2 3
DEAR PARTNER,
In 2020, social media platforms are now entering their second decade of existence, and advertisers need to ensure that their marketing tools comply with new regulations and still
SocialCode has been at the forefront of the industry since there has been an industry. We maintain the performance required for the health of their brands.
used our early expertise in social and our customer-centric, data-driven approach to volley
across digital into Google, Amazon and emerging channels. Now more than ever, it’s critical for Amidst this ever-changing landscape, SocialCode continues to build on the strength of our
brands to create a coherent content strategy that reaches customers across channels so they media solutions and evolve our offerings along with our clients’ needs. In addition to launching
are getting the highest customer lifetime value for the lowest customer acquisition costs. In new consent management features, our Audience Intelligence Platform (AIP) software solution
order to create long-term profitability, brands will need not only full-funnel measurement, but a allows brands to harness the power of their first-party data, acquire their highest value
way to tell stories that continually engage customers and build brand loyalty. customers and maximize lifetime values across marketing channels. Marketplace Strategy
(MPS) is helping clients maximize sales and market share on Amazon and other marketplaces.
Today’s consumers are engaging with media differently, and brands need to evolve how they In addition, SocialCode’s full-service creative shop, CodeCreative, continues to drive success
market content to reach their intended audiences. Emerging channels like TikTok and the for brands with full-funnel content strategies and end-to-end productions. And in November
upcoming launch of Quibi will continue to reshape the video landscape. Similar to YouTube and 2019, SocialCode launched CodeAudio, our new full-service digital audio division, which is
social platforms, the growing popularity of streaming services and over-the-top (OTT) options already pushing boundaries and helping brands seamlessly add podcast advertising and audio
now reach 55.3% of the U.S. population (Forbes, 2019), giving marketers the chance to reach streaming to their media mix.
a more targeted audience with the use of first-party data. Traditional TV and cable have been
disintermediated by OTT offerings that give customers more choices and more convenience for The next decade will be full of both challenges and potential for brands to connect with
less money. customers. There will be new opportunities to connect online and offline experiences, drive
more profitable ecommerce and ultimately build brands that win consumer loyalty and
Today, one in two Americans stream audio weekly as the rise of podcasting and on-demand attention. At SocialCode, we will continue to build best-in-class partnerships with brands large
audio continues. Video, audio, social,programmatic and search platforms and marketplaces and small that unlock these possibilities, drive performance and keep us on the bleeding edge
can’t be thought of as independent silos, but instead need to work together as the same of media, data, creative and e-commerce.
customers travel across all of these channels.
Get in touch with our team to discuss more, and enjoy the guide.
Consumer demands for privacy and transparency continue to gain momentum. As new,
fragmented privacy regulations and web browser privacy changes take effect in 2020,
VERY BEST,
( keep reading
over there )
L AUR A O’SHAUGHNESSY
CEO, SOCIALCODE
L AUR A@SOCIALCODE.COM
4 5
SOCIALCODE’S COMPLE TE PL ATFORM LET’S GET STARTED
PL ANNING GUIDE IS DESIGNED TO ARM
MARKE TERS WITH THE KNOWLEDGE INTRODUCTION PINTEREST
06 H1 Platform Planning Guide 72
TO BUILD A STRATEGIC, COHESIVE 09 Platform Overview Matrix 74
Platform Introduction
Pinterest at a Glance
75 Pinterest Product Spotlight
PL AN ACROSS SOCIAL, GOOGLE AND FA C E B O O K 76 Platform Overview
78 Objectives and Optimization Goals
AMA ZON THAT WILL BEST ACHIEVE 10 Platform Introduction
79 Pinterest Case Study
12 Facebook at a Glance
80 Creative Best Practices
13
THEIR BUSINESS GOALS. 14
Facebook Product Spotlight
Platform Overview
82 Creative Specifications
84 Frequently Asked Questions
16 Objectives and Optimization Goals
18 Facebook Case Study
S N A P C H AT
20 Creative Best Practices
22 Creative Specifications 86 Platform Introduction
24 Frequently Asked Questions 88 Snapchat at a Glance
89 Snapchat Product Spotlight
I N S TA G R A M 90 Platform Overview
92 Objectives and Optimization Goals
26 Platform Introduction 93 Creative Best Practices
28 Instagram at a Glance 94 Snapchat Case Study
29 Instagram Product Spotlight 96 Creative Specifications
30 Platform Overview 98 Frequently Asked Questions
32 Objectives and Optimization Goals
34 Instagram Case Study
TWITTER
36 Creative Best Practices
38 Creative Specifications 100 Platform Introduction
40 Frequently Asked Questions 102 Twitter at a Glance
103 Twitter Prodcut Spotlight
G O O G L E & YO U T U B E 104 Platform Overview
106 Twitter Case Study
42 Google/YouTube Platform Introduction
108 Creative Best Practices
44 Google/YouTube at a Glance
110 Objectives and Optimization Goals
45 YouTube Product Spotlight
111 Creative Specifications
46 Google/YouTube Platform Overview
112 Frequently Asked Questions
48 YouTube Objectives and Optimization Goals
50 YouTube Case Study
52 YouTube Creative Best Practices LINKEDIN
54 YouTube Creative Specifications 114 Platform Introduction
56 YouTube Frequently Asked Questions 116 LinkedIn at a Glance
117 LinkedIn Product Spotlight
A M A ZO N 118 Platform Overview
120 Objectives and Optimization Goals
58 Platform Introduction
121 Creative Specifications
60 Amazon at a Glance
122 Creative Best Practices
61 Amazon Product Spotlight
124 Frequently Asked Questions
62 Platform Overview
64 Objectives and Optimization Goals
65 Amazon Case Study
66 Creative Best Practices
68 Creative Specifications
70 Frequently Asked Questions
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H1 2020 PL ATFORM PL ANNING GUIDE
“NOW MORE THAN
In 2020, social platforms will for a new era of social shopping.
account for nearly one-third of Today it’s important for marketers
all U.S. digital video ad spend, to understand how these changes
with advertising spend expected impact their digital investments
to reach nearly $43 billion this EVER, IT’S CRITIC AL across all the channels where their
year (eMarketer, 2020). Marketers customers are most active.
today need to reach consumers FOR BRANDS TO
wherever they are engaging with This guide is designed to arm
media, from traditional channels to CREATE A COHERENT marketers with the knowledge to
react to these shifts and build a
emerging platforms. Whether it is
social, over-the-top (OTT) streaming
CONTENT STRATEGY strategic, cohesive plan across
services or the latest short-form
video platforms, users today are
THAT REACHES platforms to best achieve business
goals. With SocialCode expertise
increasingly mobile-first, digitally- CUSTOMERS ACROSS and tools, we ensure brands can tap
into platforms to discover unique
native and constantly reinventing
the digital landscape. ALL THE CHANNELS insights in consumer conversations,
attitudes and behaviors and allow
Since our last Platform Planning WHERE THEY SPEND for more deep and meaningful
Guide, ongoing industry trends are connections with users. Successful
shifting how marketers communicate TIME AND LEVERAGE marketers advertise with a clear goal
THE NEX T SEVERAL PAGES OF THIS GUIDE GIVE A
in mind. They achieve this goal by
with consumers in social and
digital channels. The dominance of
THE SIGNALS THAT building learning agendas, testing
BREAKDOWN OF THE MA JOR DIGITAL PL ATFORM
frequently and adopting an audience-
mobile continues, with more than
THESE PL ATFORMS
50% of holiday purchases reported first approach that drives clear C APABILITIES, INCLUDING KEY UPDATES, USE
on mobile devices in Q4 2019. PROVIDE. measurement results to understand
New enhanced streaming services the impact of their data-based C ASES, CREATIVE BEST PRACTICES AND CREATIVE
continue to fill the landscape and
digital video ad spend continues
its rapid growth. Meanwhile
”
— L AU R A O ’ S H AU G H N E S SY,
activations. Dive into our Q4 Platform
Planning Guide for a detailed look
at each platform’s capabilities, new
SPECIFIC ATIONS, OBJECTIVES AND OPTIMIZ ATION
the expansion of shoppable ad C E O, S O C I A LCO D E features and best practices on how to GOALS AND MORE – ENSURING THAT MARKE TERS
formats continues to pave the way maximize each channel to reach your
marketing objectives. ARE UP-TO-DATE ON THE NEWEST DEVELOPMENTS
THAT BEST INFORM EACH AND EVERY C AMPAIGN.
8 9
PL ATFORM OVERVIEW MATRIX New Developing Advanced
Reach Targeting Measurement Creative Overall Capabilities
Market-Leading
Market-Leading
Market-Leading
Market-Leading
Market-Leading
Sophisticated
By combining data and creative, targeting, measurement and creative
brands can reach a qualified capabilities. Platform prioritization
audience at every stage of the sales should always be informed by
funnel and generate learnings to audiences, and combining these
Sophisticated
inform smarter decisions. market-leading capabilities with
SocialCode expertise, strategic
When leveraged to the max, ID- thinking and advanced products can
based platforms ensure that you add value beyond each platform’s
are reaching the right people native tools. For this reason, we Sophisticated
with the right message at the evaluated how eight platforms –
right time. And the ability to Facebook, Instagram, YouTube,
do more on these platforms is Google, Amazon, Pinterest, LinkedIn,
continuously evolving. For this Snapchat and Twitter – stack up Sophisticated
reason, marketers should invest against these variables.
the majority of their resources in
channels with advanced reach,
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“FACEBOOK Facebook is still the world’s largest
social network, with a user base
that continues steady growth and
Stories across Facebook and
Messenger reached 500 million last
year (TechCrunch, 2019), and over
CONTINUES TO is expected to reach 1.98 billion by 1 billion stories are shared via the
the end of 2023 (eMarketer, 2019). platform daily. Facebook Search
LEAD AS A FULL- For marketers, Facebook continues Ads, Playable Ads in Stories, Paid
FUNNEL PL ATFORM to provide unique opportunities to Polling Ads, Instant Articles and
target a broad audience in order to additional news feed placements
FOR ADVERTISERS drive brand awareness, engagement have all been rolled out to deliver
and conversions. And advanced information to users where they are
WITH INVESTMENTS reach, targeting, measurement consuming the most. Facebook’s
IN COMMERCE and creative capabilities make the offline conversions features help
platform the most flexible and far- advertisers track how offline
C APABILITIES TO reaching. eMarketer projects that activity can be attributed to their
MAKE IT EVEN Facebook will continue to garner ad campaigns to measure offline
the bulk of social ad spending, return on ad spend, while DPA and
EASIER TO REACH with 83.1% of the market in 2020 Collection Ads are also proven to
(including Facebook and Instagram). aid in online and offline conversions.
CONSUMERS AT THE
POINT OF PURCHASE In the face of growing consumer With robust native ad-serving tools
privacy concerns, the platform and tracking capabilities, marketers
IN-APP. turned its focus in 2019 to can easily tie their Facebook ads
”
increasing transparency, creating to a boost in brand metrics, online
community engagement and conversions and online and offline
building trust with users. Launching sales. Not only does the platform
—SAR AH LYONS,
new features that give consumers drive key business objectives
GM OF SOLUTIONS
AT SOCIALCODE greater transparency and control forward, but it also leads in offering
over the data they share, stricter new, innovative ways for marketers
community standards enforcement, to connect and engage with users at
FACEBOOK
updates to page transparency and all stages of the customer journey.
new brand safety controls are some
of the ways the platform is working
to create a safer environment for
Market-Leading Capabilities
users and advertisers.
12 13
FACEBOOK PL ATFORM OVERVIEW
1.60 2.50 21.0
BIL L ION BIL L ION MINU T ES
Daily Active Users Monthly Active Users Average time spent per day
[ Facebook Business ] [ Facebook Business ] on Facebook
[ eMarketer ]
Use Cases
1.
Increase brand awareness or other FACEBOOK PRODUCT SPOTLIGHT
brand equity among core audiences.
2.
Find and engage with valuable
prospecting audiences. Multi-Retailer Back in 2018, Facebook renamed
“Canvas Ads” as “Instant
more than one call-to-action to drive
traffic to multiple retailer websites.
Instant Experience”—a full-screen
experience that visually highlights
Although only currently available for
select marketers to test, once these
3. Experience products and services, opening ads are made widely available, they
after a user clicks an ad on a mobile will be available to run via Facebook
Drive efficient in-store and online device. More recently, in Q4 of or Instagram Feed and Stories.
2019, the platform began testing an
sales lift and conversions.
expanded version of this product—
Multi-Retailer Instant Experience,
which allows marketers to leverage
14 15
FACEBOOK PL ATFORM OVERVIEW
AWARENESS CONSIDERATION SALES
Video Views/Reach Traffic/Lead Gen Online
Targeting Interests, Demographics, Targeting Remarketing Audiences, 4+% Targeting 1–3% Lookalike Audiences,
Third-Party Audiences Lookalike Audiences, Third-Party Remarketing Audiences, First-
Audiences, Dynamic Ads for Broad Party Audiences, Dynamic Ads or
Ad Units Video, Stories, In-Stream/Watch, Audiences (DABA) Retargeting Audiences (DART),
Instant Experience, Offer Ads, GIFs, Dynamic Ads for Retail
Video Carousel Ad Units Link Page Posts, Carousel,
Lead Ads, DPA Ad Units Link-Page Posts, Carousel,
Placement Desktop and Mobile News Feed, Collections, DPA
Audience Network, In-Stream, Placement Desktop and Mobile News Feed,
Stories Stories, Messenger Placement Desktop and Mobile News Feed,
Stories, Messenger
KPIs Campaign Metrics including Reach KPIs Cost per Landing Page View,
and Frequency, % Audience Reach, Landing Page CTR, KPIs Cost per Purchase, Return on Ad
CPM, uCPM, Estimated Ad Recall Cost per Lead (CPL) Spend (RoAS), Cart Size, Lifetime
(EARL) Value (LTV)
Measurement Facebook Brand Lift With Intent
Video Campaign Metrics including Measurement MTA, Conversion Lift
View Rate, Video Completion Rate App Install
Targeting Lookalike of App Users/Events Offline
Measurement Third-Party Measurement including
Nielsen Digital Ad Ratings (DAR),
Ad Units Video or Static Targeting Store Visitors, Nielsen Digital
Nielsen Total Ad Ratings (TAR), Ad Ratings (DAR)
Nielsen Catalina Solutions (NCS),
Placement Audience Network, Desktop and
Nielsen Brand Effect, Facebook Mobile News Feed, Stories Ad Units Collection, Store Visits
Brand Lift, Datalogix (DLX) ROI
Study, Nielsen XCR/OCR KPIs Cost per Install (CPI), Install Rate KPIs Cost per Purchase, Return on Ad
Spend (RoAS), Cart Size, Lifetime
Measurement Conversion Lift Value (LTV)
Measurement MTA, Conversion Lift16 17
FACEBOOK OBJECTIVES AND OPTIMIZ ATION GOALS
Objective Description Optimization Goals Billing Events Objective Description Optimization Goals Billing Events
Mobile App Get more people to Clicks to Your App Link Clicks & Impressions
Reach Show your ad to the Reach Impressions
install your app
maximum number of people Installs App Installs Impressions & App Installs
Impressions Impressions
App Events Impressions
Video Views Impressions & 10s Video Views
Brand Awareness Increase awareness for your Brand Awareness Impressions
brand by reaching people
who are more likely to be Reach Impressions
Event Responses Get more people to see Event Response Impressions
interested in it and respond to your
event Daily Unique Reach Impressions
Post Engagement Post Engagement
Get Video Views Get more people to Video Views (Recommended) Impressions & Video Views (10s views)
view your content Impressions Impressions
Daily Unique Reach Impressions
Product Catalog Create ads that automatically Impressions Impressions
Traffic Send more people to Link Clicks to Your Website Link Clicks & Impressions show products from your
a destination on or off Sales (DPA) product catalog based on Link Clicks to Your Website Link Clicks, Impressions
(Recommended)
Facebook your target audience
Impressions Conversion Events Impressions
Impressions
Daily Unique Reach Impressions
Page Likes Promote your Facebook page Page Likes Page Likes, Impressions
Store Visits Get more people to visit Daily Unique Reach Impressions
your brick-and-mortar
(Facebook Only)
locations
Post Engagement Boost your page posts to Post Engagement Impressions, Post Engagement
get more engagement with
your content Impressions Impressions
Lead Generation Drive more sales leads, such Leads Impressions
Reach Impressions
as e-mail addresses from
Link Clicks Link Clicks
people interested in your
brand or business
Messages Connect with consumers on Replies Impressions
Facebook, communicate
with potential or existing Leads Impressions
Conversions Drive valuable actions Conversions (Recommended) Impressions customers to encourage
on your website or app interest in your business
Link Clicks to Your Website Link Clicks & Impressions
Impressions Impressions
Daily Unique Reach Impressions18 19
FACEBOOK CASE STUDY
11. 3x 41.0
INC RE A SE PERC EN T
in revenue in September 2019 of users to site attributed to
by leveraging SocialCode’s AIP Facebook campaign ads
Shopify integration
BACKGROUND Although contemporary womens
wear brand Ramy Brook had
been around for ten years, they
advertising. With higher price point
items, the brand needed a way to
ensure it would be targeting highest
hadn’t fully leveraged Facebook value audiences in this new space.
CASE STUDY: OBJECTIVE Increase website traffic and landing
page views.
AIP SHOPIFY
INTEGRATION STRATEGY Leveraging the new Shopify
integration within SocialCode’s
these customers. Once onboarded
to Facebook, this audience segment
& FACEBOOK
Audience Intelligence Platform was used to create a 10% Lookalike
(AIP), Ramy Brook was able to easily audience directly on the platform
provide a detailed transaction file to target new, similar users likely to
SIGNIFICANTLY
of current customers as a basis for click to site. Because of the Shopify
targeting. Utilizing this key customer integration, this Facebook audience
data, our media team identified is able to dynamically update every
INCREASE REVENUE the brand’s current highest lifetime
value customers and created a new
audience segment consisting of
time a new purchase is recorded,
allowing Ramy Brook to continually
find its highest LTV customers.
FOR RAMY BROOK
SOCIALCODE RECOMMENDATION
Continue to spend and iterate on both traffic and conversion initiatives
on Facebook, and test new platforms to broaden your audience.20 21
FACEBOOK CREATIVE BEST PRACTICES
While creative pretesting and Messenger Ads Stories
post-campaign analysis should Best Practices Best Practices
always inform your creative
strategy, we’ve put together Images that are used in Facebook feed campaigns can be
some recommendations for repurposed in Messenger, allowing your ads to reach users Grab User Attention Up-Front Branding
wherever they are without added effort. Ads in Messenger
Facebook users consume stories content at a much
Stories and Messenger Ads so can be customized in two ways:
faster pace than other formats. Make sure your Stories
Utilize a 1.91:1 to 9:16 aspect ratio for both image and
video to fill the screen.
you can reach users in the ad uses speed as a creative element to engage
Inbox View
most efficient way possible. audience attention. What to Avoid
Make a strong first impression with key messaging: Don’t be afraid to use sound to enhance your message. Images and video thumbnail images that consist of more
Give users a strong reason to click on your ad, and The majority of stories with voice-over or music drive than 20% text may experience reduced delivery.
be sure to communicate it at the beginning of the better results compared to ads without sound.
Description field. Be sure to preview your ad to ensure Ensure key elements are visable in the ad. Consider
the key message is visible, because inbox views will not Experiment with features in stories that will work best leaving roughly 14% (250 pixels) of the top and bottom
include a headline or link description. with your creative and product offering. Stickers, for of a video story asset free from text and logos so that
example, can be a great way to draw attention to a key elements aren’t covered by a profile icon or CTA.
Stand out with your image: product in a more natural way, while text overlays can
Ensure the image has a clear focal point. Use uncluttered, help emphasize key messages.
close-up or high-contrast images that can be clearly
viewed at first glance, and use minimal text overlay.
Up-Front Branding
If using a contrasted background color in the image, Place key messages at the beginning of your Stories ad,
keep in mind Messenger generally has a white with logos or brand elements clearly visible.
background; choose a background color that will make
your ads stand out. Consider your objective and design creative around it.
For example, when using a brand objective, the ad
should be focused on people. When using a conversion
Detailed View objective, focus on products.
Elaborate on your key message: Use a strong CTA that drives viewers to take action.
People who reach the detailed view have signaled This action should be emphasized by what you
interest by clicking on your ad. Take this opportunity to want your audience to do, such as “swipe up” or
elaborate on key messaging and to clearly communicate “shop here.”
the value of your promotion.
Select a compelling call-to-action for users to take the
next step.22 23
FACEBOOK CREATIVE SPECIFICATIONS
Mobile and
Instant Experience Desktop Video or Mixed-
Photo Photo Link Photo Carou sel Lead Gen Newsfeed App Install Video Video Link Media Carousel Collection
Recommended News Feed image size: 1,200 x 628 pixels 1,080 x 1,080 pixels 1,080 x 1,080 pixels 1,080 x 1920 pixels Recommended 1,200 x 628 pixels 15 seconds or less 15 seconds or less 15 seconds or less 1,200 x 628 pixels
1,200 x 628 pixels, Right Note: For video lead
Image Size and column image size: 254 ads, see video-link ad Image Size and
Video Length x 133 pixels specs Video Length
Image Ratio News Feed ratio: 1.91:1 to 1:1 1:1 1:1 Photo: 1.91:1 Image Ratio Photo: 1.91:1 9:16 to 16:9 supported, 9:16 to 16:9 1:1 Image: 1.9:1
1.91:1 to 4:5, Video: 16:9 or 1:1 Video: 16:9 to 1:1 but 9:16 aspect ratio Video: 16:9 or 1:1
Right column ratio: is recommended for
16:9 to 1:1 Stories
Minimum 2, 1 hero photo/video
1 1 Up to 10 images, allow 1 1, but up to 20 within 1 1 1
Number of Assets Number of Assets up to 10 allowed, above row of 4 products.
for auto-optimization. the actual Instant People who tap can
Min: 2 images Experience unit up to 5 shown at a time
view up to 50 products.
Body Text 125 characters 30 characters 125 characters 125 characters 90 characters Body Text 125 characters 125 characters 125 characters 125 characters 90 characters
recommended recommended recommended recommended
Headline N/A 25 characters 1 per panel 25 characters 25 characters Headline 25 characters N/A 25 characters 1 per panel 25 characters
@ 25 characters @ 25 characters recommended
Link Description N/A 30 characters 1 per panel 30 characters For video: up to 30 Link Description 30 characters N/A 30 characters 1 per panel N/A
@ 20 characters characters @ 25 characters
CTA Button N/A Shop Now, Book Now, Learn More, Sign Up, Subscribe, Sign Up, Tap to Open; More CTA Button Install Now, Use App, N/A Apply Now, Book Now, Shop Now, Book Now, N/A
Download, Watch More, Apply Now, Donate Now, Learn More, Apply Now, detail on building In- Book Now, Download, Contact Us, Download, Learn More, Sign Up,
Contact Us, Request Time, See Menu, Send Message Download, Get Quote stant Experience unit: Learn More, Listen Now, Learn More, Request Download, Watch More,
https://www.facebook. Play Game, Shop Now, Time, Start Order, Shop Apply Now, Donate
com/business/ads- Sign Up, Watch More Now, Sign Up, Watch Now, Contact Us, Re-
guide/instant- More quest Time, Start Order,
experience Send Message
Text Overlay Limit Facebook’s algorithm favors images with less than 20% text. Text Overlay Limit Facebook’s algorithm favors images with less than 20% text.
Check your image using the following link: facebook.com/ads/tools/text_overlay Check your image using the following link: facebook.com/ads/tools/text_overlay
Source More details available at: https://www.facebook.com/business/ads-guide Source More details available at: https://www.facebook.com/business/ads-guide
Brand awareness, reach, Brand awareness, Lead generation Brand awareness,
Recommended Brand awareness, Recommended App installs, app events Brand awareness, reach, Brand awareness, Brand awareness, Conversions, traffic
store visits conversions, traffic conversions, reach, conversions, traffic, store visits, video views conversions, traffic, conversions, store visits,
Objectives traffic video views Objectives
video views traffic, video views24 25
FACEBOOK FREQUENTLY ASKED QUESTIONS
1. 2. 3. 4.
What are DPA assets? What is the difference Is there a way to drive What is cost-cap
between DABA and customers to store or bidding?
Facebook Dynamic Product Ads or
DPAs are ad units used as leverage DART? increase foot traffic?
for prospecting new customers Cost-cap is a new bidding
via targeting of interest or affinity strategy offered on Facebook
DABA, or Dynamic Ads for Broad Yes, the store traffic objective lets
audiences, and for retargeting that maximizes ad budgets and
Audiences, can be leveraged as advertisers create campaigns to
lower- funnel consumers across a combines the benefits of bid cap
a prospecting tactic. Facebook increase foot traffic and increase
variety of strategies. Unlike standard and target cost into one overall
gathers additional signals through sales at their physical retail
ads, DPA assets have dynamic bid optimization structure. Cost-
the customer journey, like locations. Furthermore, the store
capabilities, such as leveraging cap allows advertisers to have
interactions on competitor websites traffic objective can utilize ads with
products from catalogs to showcase simultaneous control over cost
and ad engagements across similar localized content designed for each
price or showcasing products efficiencies while also maximizing
types of products. Facebook uses store or a group of locations to
based on available inventory. DPA the volume of business results
these signals to determine which promote together. The store traffic
assets are also compatible with the (i.e., event responses, app installs,
products from your catalog to serve objective ads have an option to
standard ad formats: single image or website purchases, etc.) within
to users and allows brands to reach include an address, phone number
video, carousel or collection units. their Facebook campaigns. The
net new customers while leveraging and map card, as well as location
key differentiator between cost-
dynamic creative. targeting to set the distance around
Utilizing a pixel to track the cap bidding and more traditional
the location to be reached.
consumer throughout their journey, bidding types is that advertisers can
DART, or Dynamic Ads for
DPA units are able to serve ads now set maximum CPMs/CPAs that
Retargeting Audiences, are a low- Dynamic Ads for Retail are another
showing the most pertinent product they are willing to pay for results.
funnel strategy targeting users option where advertisers are able to
to the customer. Dynamic Product Facebook will then automatically
based on site actions that allow dynamically display which products
Ads allow retailers to promote optimize for results that fall either
advertisers to retarget users based are available in the closest retail
various product catalogs with at or below this overall cap, thus
on their previous site behavior with location for the customer viewing
unique creative without having to maximizing business results within
a specific product. The creative is the ad. Different from DABA and
change each individual unit and set budget levels.
dynamically populated with the DART ad units, Dynamic Ads for
continuously reach consumers
products the user engaged with Retail use a “local availability”
with relevant products. In order to
and can be a strong performer feature to indicate product
run a DPA unit, a Facebook page,
for brands across CPG, Travel and availability at a location nearest
Business Manager account and
Auto. DART units are essential for to the customer and can provide
ad account, a Facebook pixel and
reminding consumers they’ve visited directions.
an online product catalog are all
a retailer’s product page, used the
required.
mobile app or added a product to
their cart but did not purchase, and
then serving an impression of the
most relevant product to encourage
a purchase.26 27
“INSTAGRAM’S GROW TH Instagram’s growth continues to
exceed expectations, with eMarketer
ads into paid promotions. After
leading the way with the launch
CONTINUES TO EXCEED increasing its Q4 2019 projection of its Checkout feature last year,
for the platform to 788.4 million Instagram is making it even easier
EXPECTATIONS, WITH monthly users worldwide, due to for consumers to go from inspiration
EMARKE TER INCREASING stronger-than-expected-growth in to purchase.
nearly every market (eMarketer,
ITS Q4 2019 PROJECTION 2019). This growth is driven in part With the platform’s advanced visual
FOR THE PL ATFORM TO by its growing popularity among
millennials and Gen Zers, with
tools, Instagram is also a quality
platform for driving engagement
788.4 MILLION MONTHLY 67% of users ages 18–29 using and discovery. As of November,
Instagram and an even higher rate Instagram opened up ads in the
USERS WORLDWIDE. of 75% among users ages 18–24 Explore feed to all advertisers,
”
(Pew Research, 2019). Influencer allowing brands to utilize this
marketing continues its prominence, discovery destination that is used
—EMARKE TER, 2019 even as Instagram has begun to monthly by more than 50% of
hide likes worldwide. In addition, accounts on Instagram (Facebook
Stories remain one of Instagram’s Business). Carousel ads in Instagram
fastest-growing ad formats, with Stories also allow advertisers to
as many as 66% of U.S. companies reach their target audiences with
planning to invest in Instagram more than one single piece of
Stories this year (eMarketer, 2019). media. And the platform continues
testing new Augmented Reality (AR)
With the growing potential of social features to keep users engaged.
commerce, Instagram continues
to roll out new shopping ad units. With more inventory to optimize
In Q4, the platform began testing against and laser-focused targeting
INSTAGRAM new in-app shopping ad options,
including Dynamic Ads that allow
users to order products directly
on both Instagram and Facebook,
advertisers also have the option
to activate campaigns across both
Market-Leading Capabilities from an ad in their news feed and platforms to efficiently scale results
shopping tags, and give brands the and maximize ad spend.
ability to turn Instagram Shopping28 29
INSTAGRAM PL ATFORM OVERVIEW
788+ 500+ 60.0
MIL L ION MIL L ION PERC EN T
monthly active users worldwide accounts use Instagram Stories of people say they discover
[ eMarketer ]
every day products on Instagram
[ Instagram Business ] [ Instagram Business ]
Use Cases
1.
Maintain brand awareness and build
brand equity with full-screen images
on Instagram Stories. INSTAGRAM PRODUCT SPOTLIGHT
2.
Increase frequency and reach incremental
audiences with a dual Facebook and Instagram
strategy that historically improves efficiencies. Ads in Explore After months of testing, Instagram
has widely released ads in the
and culturally relevant, as well as
those actively looking to discover
3.
Explore feed, making the placement something new. This newly released
available to all advertisers as of placement is an opportunity
November. Research shows that for retail advertisers to be early
Leverage influencers where users are users are already active in the adopters and garner more efficient
most receptive. Explore feed, with 200 million or overall CPMs and reach. And since
more daily active accounts scrolling there is no additional creative
4. through this section of the platform
each month (Facebook Business).
required to start running ads in the
Explore feed, it is a placement that
Drive sales directly on the platform is extremely easy for testing and
Ads in Explore allow marketers learning.
with Instagram Shopping.
to extend campaign objectives
to additional audiences who are
tapped into topics that are trending30 31
INSTAGRAM PL ATFORM OVERVIEW
AWARENESS CONSIDERATION SALES
Video Views/Reach Traffic/Lead Gen Online
Targeting Interests, Demographics, Targeting Remarketing Audiences, 4+% Targeting 1–3% Lookalike Audiences,
Third-Party Audiences Lookalike Audiences, Third-Party Remarketing Audiences, First-
Audiences, Dynamic Ads for Broad Party Audiences, Dynamic Ads or
Ad Units Video, Stories, In-Stream/Watch, Audiences (DABA) Retargeting Audiences (DART),
Instant Experience, Offer Ads, GIFs, Dynamic Ads for Retail
Video Carousel Ad Units Link Page Posts, Carousel,
Lead Ads, DPA Ad Units Link-Page Posts, Carousel,
Placement Desktop and Mobile News Feed, Collections, DPA
Audience Network, In-Stream, Placement Desktop and Mobile News Feed,
Stories Stories, Messenger Placement Desktop and Mobile News Feed,
Stories, Messenger
KPIs Campaign Metrics including Reach KPIs Cost per Landing Page View,
and Frequency, % Audience Reach, Landing Page CTR, KPIs Cost per Purchase, Return on Ad
CPM, uCPM, Estimated Ad Recall Cost per Lead (CPL) Spend (RoAS), Cart Size, Lifetime
(EARL) Value (LTV)
Measurement Facebook Brand Lift With Intent
Video Campaign Metrics including Measurement MTA, Conversion Lift
View Rate, Video Completion Rate App Install
Targeting Lookalike of App Users/Events Offline
Measurement Third-Party Measurement including
Nielsen Digital Ad Ratings (DAR),
Ad Units Video or Static Targeting Store Visitors, Nielsen Digital
Nielsen Total Ad Ratings (TAR), Ad Ratings (DAR)
Nielsen Catalina Solutions (NCS),
Placement Audience Network, Desktop and
Nielsen Brand Effect, Facebook Mobile News Feed, Stories Ad Units Collection, Store Visits
Brand Lift, Datalogix (DLX) ROI
Study, Nielsen XCR/OCR KPIs Cost per Install (CPI), Install Rate KPIs Cost per Purchase, Return on Ad
Spend (RoAS), Cart Size, Lifetime
Measurement Conversion Lift Value (LTV)
Measurement MTA, Conversion Lift32 33
INSTAGRAM OBJECTIVES AND OPTIMIZ ATION GOALS
Objective Description Optimization Goals Billing Events Objective Description Optimization Goals Billing Events
Mobile App Get more people to Clicks to Your App Link Clicks & Impressions
Reach Show your ad to the Reach Impressions
install your app
maximum number of people Installs App Installs Impressions & App Installs
Impressions Impressions
App Events Impressions
Video Views Impressions & 10s Video Views
Brand Awareness Increase awareness for your Brand Awareness Impressions
brand by reaching people
who are more likely to be Reach Impressions Create ads that automatically Impressions Impressions
Product Catalog
interested in it show products from your
Sales (DPA) product catalog based on Link Clicks to Your Website Link Clicks
your target audience
Conversion Events Impressions
Get Video Views Get more people to Video Views (Recommended) Impressions & Video Views (10s Views)
view your content
10s Video Views Impressions
Post Engagement Boost your page posts to Post Engagement Impressions, Post Engagement
get more engagement with
your content Impressions Impressions
Reach Impressions
Traffic Send more people to Link Clicks to Your Website Link Clicks & Impressions
a destination on or off (Recommended)
Instagram
Impressions Impressions
Daily Unique Reach Impressions
Lead Generation Drive more sales leads, such Leads Impressions
as e-mail addresses, from
Link Clicks Link Clicks
people interested in your
brand or business
Conversions Drive valuable actions Conversions (Recommended) Impressions
on your website or app
Link Clicks to Your Website Link Clicks & Impressions
Impressions Impressions
Daily Unique Reach Impressions34 35
INSTAGRAM CASE STUDY
44.0 1.31x 2.00
PERC EN T RE T URN WEEK
lift in revenue on investment post measurement period,
(over six week period) results delivered
OBJECTIVE
Measure the impact of digital
advertising efforts on in-store sales
for the frozen pizza brand.
CASE STUDY: STRATEGY The fundamental challenge CPG
brands face is not having the ability
current brand revenue across major
food retailers, the team served ads to
to understand the efficiency of ad a group of priority test markets that
SOLVING THE spend or measure in-store sales
because retailers own customer
were representative of the brand’s
overall distribution and held out the
transaction data. To overcome rest of the markets as a control. The
FUNDAMENTAL CPG this challenge for the frozen pizza
brand, SocialCode’s Audience
SocialCode Data Solutions team
used a proprietary approach to
Intelligence Platform (AIP) team measure sales life in the test markets
MEASUREMENT tested a groundbreaking approach
to Matched Market measurement
by modeling their predicted revenue
using our control markets.
CHALLENGE FOR
on a new channel—social. Based on
FROZEN PIZZA BRAND RESULTS
Achieving an overall 44% lift
in revenue, this measurement
level and directly addresses the
measurement challenge for CPG
methodology gave the brand brands that don’t have budget for a
statistically significant results that DLX sales lift study.
can be replicated on a national
SOCIALCODE RECOMMENDATION
For CPG brands, this measurement approach should be used as the
foundation for test and learn strategies. Implement a second round of
testing to better match audience with creative, leveraging SocialCode’s
Audience Intelligence Platform.36 37
INSTAGRAM CREATIVE BEST PRACTICES
Considering Instagram is a visual Stories Carousel
platform, creative content must be Best Practices Best Practices
eye-catching and product-centric to
stand out in a user’s crowded feed.
Grab User Attention Keep It Cohesive
Leverage a well-known/popular product or vibrant Use images and/or videos from the same shoot or that
The following recommendations image to quickly draw users in. feel similar to each other (ex: same color schemes).
are meant to help guide marketers It’s recommended that a square (1:1 aspect ratio is
on best practices when leveraging Storytelling Up Front used, as well as overall consistent ratios for all videos
in a carousel.
Add native GIF-like stickers, organic fonts and text
Instagram Stories and Carousel Ads, box highlights to creative assets so they feel less like a
but creative pretesting and post- forced ad and more organic and native to the platform.
Remain within Important Guidelines
This will help integrate your brand story fairly seamlessly Images with too much text get less engagement.
campaign analysis should always rather than feeling like an advertisement. Use Facebook’s text overlay tool to ensure that your
inform your overall creative strategy ad gets approved.
Introduce brand name within the first :00 - :02 seconds.
to yield the best results.
Choose a unique CTA that’s different from Instagram’s Reach out to Customers
native options directing users to perform an action. A
QSR brand, for example, can use “Get It Delivered” to Use product imagery when targeting people who have
replace “Order Now.” visited product pages on your website. Prospective
clients should be reached with lifestyle imagery.
Optimal Length and Size
Feature the Best-performing Cards First
:03 - :07 seconds.
The Carousel format allows for multiple pieces of
Stories should fill the entire mobile screen, so a 9:16 creative to be tested at once, order them based on
video aspect ratio should be used. performance. Replace or remove low-performing
carousel ads.
What to Avoid
Avoid using creative that interferes with a user’s
Pair with the perfect Landing Page
organic Instagram Story experience. If your business has a large inventory, take users who
click on a carousel card to specific product pages.
If your business has a smaller inventory, take users who
click on a carousel card to the page with all products
available in that category.38 39
INSTAGRAM CREATIVE SPECIFICATIONS
Photo Mobile App Video or Mixed-
Stories Photo Photo Link Carousel Mobile App Carousel Video Video Link Media Carousel Collection
Recommended Video Story: 120 1,080 x 1,080 pixels 1,080 x 1,080 pixels 1,080 x 1,080 pixels 1,080 x 1,080 pixels Recommended 1,080 x 1,080 pixels 15 seconds or less 15 seconds or less 15 seconds or less 1,200 x 628 pixels
seconds maximum recommended, recommended, recommended,
Image Size and Photo Story: Plays for Image Size and up to 120 seconds up to 120 seconds up to 60 seconds
Video Length 5 seconds by default Video Length allowed allowed allowed
Recommended: 1,080
x 1,920 Minimum: 600
x 1,067 1:1 1:1 is standard; 1.91:1 to 1:1 is standard; 1.91:1 to 1:1 is standard; 1.91:1 to 1:1 (feed), 16:9 (stories)
Aspect Ratio
4:5 also accepted 4:5 also accepted 4:5 also accepted
Aspect Ratio All feed photo and video 1:1 is standard; 1.91:1 to 1:1 is standard; 1.91:1 to 1:1 is standard; 1.91:1 to 1:1 is standard; 1.91:1 to
dimensions are now 4:5 also accepted 4:5 also accepted 4:5 also accepted 4:5 also accepted
supported (1:91 to 4:5) Number of Assets Minimum 2, 1 1 3-5 images/videos Minimum: 2
Maximum 10 recommended, 2–10 Maximum: 3 (stories),
allowed 10 (feed)
Number of Assets 1 1 1 3–5 recommended, up 1
to 10 allowed 125 characters 125 characters 125 characters 125 characters 90 characters
Caption
recommended recommended recommended recommended recommended
Caption Autocaptioning 125 characters 125 characters 125 characters 125 characters
is not currently recommended recommended recommended recommended
CTA Button Install Now, Use App, Apply Now, Book Now, Book Now, Contact Book Now, Contact “Learn More” is
available
Book Now, Download, Contact Us, Download, Us, Download, Learn Us, Download, Learn the default but
Learn More, Listen Now, Learn More, Request More, Shop Now, Sign More, Shop Now, Sign customizable if a “see
Play Game, Shop Now, Time, Start Order, Shop Up, Apply Now, Watch Up, Apply Now, Watch more URL” is provided
CTA Button Apply Now, Book Now, Apply Now, Book Now, Shop Now, Book Now, Shop Now, Book Now, Install Now, Use App,
Sign Up, Watch More Now, Sign Up, Watch More More during creation
Buy Now, Buy Tickets, Contact Us, Download, Learn More, Sign Up, Learn More, Sign Up, Book Now, Download, More
Contact Us, Download, Learn More, Request Download, Watch Download, Watch Learn More, Listen Now,
Learn More, Shop Now, Time, Start Order, Shop More, Apply Now, More, Apply Now, Play Game, Shop Now,
Sign Up, Watch More Now, Sign Up, Watch Donate Now, Contact Donate Now, Contact Sign Up, Watch More
More Us, Request Time, Start Us, Request Time, Start Landing Page No No Yes Yes No
Order Order
Required
Landing Page No No Yes Yes No
Text Overlay Instagram’s algorithm favors images with less than 20% text.
Required Check your image using the following link: https://www.facebook.com/ads/tools/text_overlay
Limit
Text Overlay N/A Instagram’s algorithm favors images with less than 20% text.
More details available at: https://www.facebook.com/business/ads-guide
Check your image using the following link: https://www.facebook.com/ads/tools/text_overlay Source
Limit
Source More details available at: https://www.facebook.com/business/ads-guide Recommended App installs, Video views, Clicks to website, Video views, clicks to Traffic conversions,
app events engagement, conversions website, conversions, catalog scales, store
Objectives brand awareness awareness visits
Recommended Awareness, traffic, video Engagement, Clicks to website, Awareness, clicks to App installs, app events
views awareness website conversions website, conversions
Objectives40 41
INSTAGRAM FREQUENTLY ASKED QUESTIONS
1. 2. 3.
What are some best When advertisers update With Instagram Explore
practices an advertiser CRMs or seed audiences, recently becoming a
can align with when how are Lookalike (LAL) new placement for
creating IG Feed and audiences affected? advertisers to reach
Stories Video content? audiences, what are
As a refresher, a Lookalike Audience
is a way to reach new people who
some key things to note?
Successful Instagram Feed/ are likely to be interested in your
Stories ads: business because they’re similar With more than 50% of accounts
to your best existing customers. on Instagram using Explore every
Feature the product/service
within the first 3 seconds of month, this placement will be a new
Note the below when the seed opportunity to be part of what’s
the ad. audiences are updated: culturally relevant and trending
Focus on talent/influencers if while reaching and connecting with
It may take 6 to 24 hours for new audiences who might become
any are being utilized throughout your Lookalike Audience to
the content. meaningful customers.
be created.
Incorporate advertiser Things to note:
After that, it’ll refresh every
branding early in the video and 3 to 7 days as long as you’re still
consistently throughout. Ads in Explorer will be the
actively targeting ads to it and same format as ads in Feed.
assuming the seed audience is
Consolidate your message also dynamically updating.
to 15 seconds or less for All objectives are supported
feeds and 10 seconds or less for except Product Catalog Sales.
You don’t need to wait for your
Stories to maximize across Lookalike Audience to update
platform placements. All formats are supported except
to use it for ad targeting. Dynamic and Collection ads.
Optimize for sound off- You can see when your Lookalike
media consumption by This placement is auction-only,
Audience was updated by visiting meaning it is not available for
utilizing closed captioning your Audience Manager page Reach & Frequency.
and looking at the date under
the Availability column Ads in Explore cannot be bought
standalone and must include
Instagram Feed to be eligible
for placement.42 43
“W HEN IT COMES Google’s broad product suite allows
marketers to engage consumers
easier for brands to discover the
optimal mix of TV and YouTube
TO HOW BRANDS at every stage of the purchase to maximize the reach of a video-
funnel, with an estimated reach based media plan. These tools
APPROACH MEDIA of 259 million unique visitors in complement traditional TV buys
PL ANNING, THE T WO the U.S. (Statista, 2019). With the and uniquely position advertisers
platform’s Search, Shopping and to reach their target audiences at
STREAMS — SOCIAL Google Display Network services, scale. Advertisers can also now
AND PROGRAMMATIC advertisers can leverage ad products
such as Google Shopping ads and
buy Non-Skippable In-Stream ads
on YouTube in Google Ads, via the
— ARE CONVERGING Discovery ads across all of the auction to ensure consumers are
Google network, including YouTube. watching their full message with
MORE THAN EVER YouTube offers advanced reach, efficient costs.
BEFORE. THIS precise targeting and compelling
Google continues to create new
creative capabilities so that
INEVITABLY IMPACTS marketers can use visual storytelling
automation tools and products
for advertisers to use across all
HOW MARKE TERS to reach an audience that is highly
engaged with video on the platform.
placements, paving the way for
increased efficiencies and reach.
MAKE DECISIONS YouTube remains one of the best In 2020, Google is navigating the
IN WHAT THEY ARE platforms to reach millennials, privacy-conscious landscape with
Gen Zers and households that are additional features which give users
CHOOSING TO BUY AND unreachable on linear TV. According more control over the information
HOW THEY MEASURE to a Google-commissioned Nielsen
study, YouTube reaches 86% of
they share across Google
products. This affects consumer-
PERFORMANCE. cord cutters or cord nevers who focused products like Maps and
”
no longer have access to linear Google Assistant, but also the ad
TV. And last year, 93% of 18- to ecosystem: audience segments,
24-year olds used YouTube on a ad frequency and measurement.
— SOAM L ALL , SENIOR DIREC TOR weekly basis to discover content The platform continues to focus
OF PL ATFORM GROW TH & STR ATEGY (Pew Research, 2019). As audiences on bringing new products into
GOOGLE / YOUTUBE
AT SOCIALCODE continue to shift from traditional the auction, automating delivery
to digital channels – and digital and performance and releasing
budgets continue to increase – there features that hone in on the Google
Market-Leading Capabilities is a greater importance for cohesive audience where they matter the
planning across all video – including most.
TV. With the launch of Nielsen TV
Data in Reach Planner, it’s even44 45
GOOGLE & YOUTUBE PL ATFORM OVERVIEW YOUTUBE OVERVIEW
2.0+ 1.0+ 70.0+
BIL L ION BIL L ION PERC EN T
Use Cases users log-in to YouTube each month
[ YouTube ]
hours of video are watched on
YouTube daily
YouTube watchtime comes from
mobile devices
[ YouTube ] [ YouTube ]
1.
Increase brand awareness through the
utilization of Google’s massive reach
via the Search Network and YouTube.
2. YOUTUBE PRODUCT SPOTLIGHT
Influence consideration through the
utilization of dynamic remarketing and
high-intent prospecting audiences.
3. CPM Masthead Masthead ads are YouTube’s most
prominent placement, appearing
with budget and frequency controls.
CPM Masthead ads are available
Drive efficient sales through machine Ads at the top of the platform’s
homepage. The Home feed is an
on YouTube across desktop and
mobile apps. And as of Q4 2019,
learning on Google’s 7 owned and
especially important destination Masthead ads are now available on
operated properties. to reach viewers, allowing you the Connected TV screen, allowing
to be first and foremost in users’ brands to reach audiences right
home experiences. Within the last when they open the YouTube app
year, Mastheads have been made on the TV and as they discover new
available to be purchased on a content in the Home feed.
fixed CPM basis, creating more
targeted reach across campaigns46 47
GOOGLE & YOUTUBE PL ATFORM OVERVIEW
REACH CONSIDERATION ACTION/DR/SALES
Product YouTube, YouTube Kids, Search Product YouTube, Discovery Ads, Product YouTube, Google Shopping,
Google Shopping, Search App Install, Search
Targeting Demo, Affinity, InMarket, Life
Events, Similar Audiences Targeting Affinity/Custom Affinity, Targeting Custom Intent Remarketing,
InMarket, Life Events, CRM, Similar CRM, In-Market
Audiences, Custom
Ad Formats Google Preferred, Reservation Intent Audiences
Video, Non-skippable, Mastheads Ad Formats TrueView for Action,
Automated Ad Placements
Ad Formats TrueView In-Stream, TrueView
Bidding Approach CPM for Shopping, Automated Ad
Placements Bidding Approach tCPA, Max Conversions
Creative Length :06s, :015s Bidding Approach CPV
Creative Length Open
Measurement Awareness, Recall, Platform Creative Length Open
Brand Lift Attribution Attribution Measurement Purchase Intent, Search Lift
Brand Lift
Measurement Favorability, Search Lift
Brand Lift48 49
YOUTUBE OPTIMIZ ATION GOALS
Objective Optimization Goals Billing Events
Drive Awareness, CPV (Standard TrueView & Discovery View or App Install
& TrueView for Shopping)
Build Brand
Equity, Drive CPM (TrueView for Reach & Impressions
Bumper Ads)
Product
Engagement
Drive Sales CPA (Mobile App Installs) App Installs
and Actions tCPA (True View for Action) Clicks or Conversions
Max Conversion (True View for Action) Clicks or Conversions50 51
YOUTUBE CASE STUDY
480 + 1.58 4 T H
PERC EN T PERC EN T HIGHES T
higher than benchmark link in Brand Lift driver of traffic during holiday
click-through rate (according to Google Analytics)
BACKGROUND
A major alcoholic beverage,
innovation company was launching a
new product during the busy holiday
season and needed a way to ensure
they could break through the noise.
CASE STUDY:
MAKING A OBJECTIVE Generate awareness and
consideration among the most
qualified consumers during a busy
Q4 period.
SPLASH FOR MAJOR
ALC-BEV BRAND ON STRATEGY SocialCode’s media team had
previously run a test on YouTube to
uncover the most efficient bidding
solution included Affinities and
InMarket Audiences to reach users
most interested in the product, with
YOUTUBE LEVERAGING approach to use when promoting
a new product, finding that
creative featuring various 15- and
30-second videos to show use of
TrueView for Reach drives a 38% the product with a clear ‘Shop Now’
TRUEVIEW FOR REACH more efficient CPC than TrueView
for Views. With this knowledge,
CTA. In using YouTube’s TrueView
for Reach bidding approach,
we implemented a TrueView for SocialCode was able to also drive
Reach campaign during the Q4 efficient traffic to the brand’s
holiday period that would not only website for retargeting, and drove
reach new users but also educate a 480% higher than benchmark link
them about the new product click-thru rate.
for consideration. Our targeting
SOCIALCODE RECOMMENDATION
Continue to test TrueView for Reach in new markets and test new calls to
actions to identify best drivers of traffic.52 53
YOUTUBE CREATIVE SPECIFICATIONS
Ad Type TrueView In-Stream Bumper Ads Ad Type TrueView In-Stream Bumper Ads
Definition In-stream ads play before or during A Bumper ad is a non-skippable video ad Video Title Pulled in from your YouTube video URL N/A
another video from a YouTube format created to extend the reach of a
partner. Viewers see five seconds of campaign appearing before the video a
your video and then have the choice user has chosen to view.
to keep watching or skip. Headline 15 characters N/A
Final URL 25 characters max (any more N/A
Minimum Video Length 12s recommended N/A than 25 will be truncated on
some devices)
Maximum Video Length Less than 3 minutes recommended 6 seconds Display URL Drives to any website, can be N/A
replaced with larger CTA overlay
View Definition 30s (or non-skip N/A
interaction w/ ad) CTA Drive clicks to your website by adding N/A
a CTA overlay to in-stream ads
Video File Format AVI, ASF, Quicktime, Windows AVI, ASF, Quicktime, Windows
Media, MP4, MPEG Media, MP4, MPEG
Description N/A N/A
Video Aspect Ratio Native aspect ratio without Native aspect ratio without
letter-boxing (examples: 4:3, letter-boxing (examples: 4:3,
Optional Custom Thumbnail N/A N/A
16:9) 16:9)
Video Resolution 640 x 360 px (16:9) 640 x 360 px Optional Companion Upload a custom image banner or use 300 x 60 JPG, Static GIF or PNG,
or 480 x 360 px (4:3) recommended an autogenerated banner based on 300 x 250 video wall will show on
Banner Thumbnail
your channel’s videos. 300 x 60 JPG, YouTube if no companion ad is
static GIF, or PNG. 300 x 250 also avail- provided
able for GDN only 300 x 250 video wall
Video Frame Rate 30 FPS 30 FPS
will show on YouTube if no companion
ad is provided. 150 KB (50 KB max for
non-skippable video)
Video Maximum File Size 1 GB 1 GB
Optional Shopping-Enabled Upload a product catalog to dynamically N/A
Video Click-Throughs Must be hosted on YouTube, .jpg or N/A Companion Banner display and provide the option to click
.gif only, 74 x 74 px out to relevant products
Video Thumbnail .jpg or .gif only, N/A
74 x 74 px54 55
YOUTUBE CREATIVE BEST PRACTICES
Providing value on YouTube In-Stream Video Bumper Ads Discovery Ads
is critical, considering users Best Practices Best Practices Best Practices
spend an average of about
24 minutes watching video
Develop Engaging Content Develop Eye-Catching Creative Inspire
content on the platform each
With In-Stream Video, viewers see 5 seconds of your ad, Since bumper ads are non-skippable for the first six Inspire consumers with an open canvas showcasing
day (eMarketer, 2019). This then have the option to skip. Make sure to use content seconds, use this time to communicate an effective your brand or products in a swipeable image
presents the need to ensure that is captivating to ensure the user will keep watching message and quickly captivate the viewer with carousel, rendered natively across each Google
after this option is presented. your content. property (YouTube, Discover Feed and Gmail).
that your content stands out so
Ensure the creative resonates with audience and
that these viewers won’t want campaign objectives.
Enhance the Experience Provide Clear and Concise Messaging
to skip your ad. Capture more screen real estate and send users Use the description and call to action text fields to
Develop clear and direct call-to-actions based on what
down the funnel by employing an on-brand include a clear CTA in place of calls to action within
you want the user to do, whether it’s watching another
companion banner. the creative asset itself, since image assets only
While YouTube offers a wide video, subscribing to your channel or clicking out to
show in some of the delivery placements.
your site.
range of video advertising Keep It Simple
tools, we’ve highlighted the Tell a Story Simple, general messaging will allow your ad to
remain contexutally relevant.
three most widely used by Relevant, on-brand and engaging stories will drive the
most views – these three key areas will help emphasize Develop clear and direct CTAs based on what you
advertisers – In-Stream your story to an audience. want the user to do, whether it’s watching another
Video, Bumper Ads and video, subscribing to your channel or clicking out
Discovery Ads – so that you Enhance the Experience to your site.
can be best set up for success. Capture more screen real estate and send users down
the funnel by employing an on-brand companion
banner.You can also read
