The destination marketing organization tested different video lengths and styles to identify best practices for its video ads, #AlwaysWelcome, and found that the best ad delivered 42% more views and a 3.8X return on ad spend. See how various elements of the campaign were tested and how the best results came to life here.
“As our content evolves to provide our audience with a richer experience and stronger connection to San Francisco, Facebook continues to be our top marketing channel to leverage and amplify our content, ensuring it gets in front of the right people at the right moment.” – Dan Rosenbaum, Director, Global Digital Marketing, San Francisco Travel
Get pro advice on compliance and truth in advertising from a travel and tourism expert. To read our guest post written for The Travel Vertical by Roger Wu, Co-founder of Cooperatize, click here.
Related: FTC Cracks Down on Social Media Influencers, Issues Must-Read Guide (The Travel Vertical, 9/13/2017)
- Fohr Card analyzed 20 million Instagram accounts
- Study indicated 7.8 percent were bots
- Influencer marketing campaigns are projected to hit $1 billion in 2017
- This equates to $80 million wasted, so…
” To make sure digital marketers know whether influencers’ followers are real humans and not bots, Fohr Card resolved to provide marketers and influencers much needed transparency by developing an Influencer Follower Health score.”
Read more about Bots, Lurkers, Actives in an article published by Martech, found here.
In case you missed a couple of things that are new with Facebook and video this summer. On the late July earnings call, video was the reason given for the second quarter surge of 47 percent in ad revenue to nearly $9.2 billion. What’s driving the latest strategies?
- Six second ads are coming. Facebook is refining its video ad products as part of a broader overhaul of the platform. Why? Because “More time watching video means less time scrolling through the News Feed, and fewer opportunities for ad impressions along the way,” explains AdAge. Read more here.
- No more mute video ads. Volume is up, sound is on automatically. “Facebook was previously enthusiastic about the potential for silent video, teaching brands to create for a News Feed where videos scroll by on mute and providing tools for automatic captions.” Snapchat and Instagram Stories changed all that. Read more from AdAge here.