3 New Social Ad Models in 2016
Marketers spent $10.10 billion on social network advertising in 2015 and they will spend even more in 2016. By 2017, digital advertising budgets are predicted to surpass television budgets. Why? Because it’s the best way to know who your consumers really are AND the best avenue to get your message in front of them in a format that they are accustomed to digesting. If you’re not already considering social advertising for 2016, you should be.
Facebook Lead Ads
Facebook lead ads were rolled out in mid-2015 as a quick alternative to website click campaigns that direct to lead generation landing pages. Instead of directing users to an external site to fill out a form, Facebook has offered a way to capture leads within its platform. Since Facebook already has all of your contact info, the fields of the form can be pre-populated with your info, taking not one, but two steps out of the standard lead gen process.
2016 brought two new features to this recently developed ad model – it’s now available in carousel format and offers an option to add a context card with a brief summary of what the user would be opting-in for. We expect to see this ad model continue to evolve and prove its worth over the next year, providing more actionable insight and data as it grows.
Twitter Conversational Ads
Twitter rolled out new Conversational Ads in the first week of 2016. This new ad format should make it easier for consumers to engage with and spread a brand’s message. Conversational ads include call to action buttons with customizable hashtags that encourage consumer engagement by opening the Tweet composer with a pre-populated brand message accompanied by the creative and hashtag. This could be HUGE for boosting engagement and tapping into brand advocates!
Instagram Direct Response Ads
In November 2015, Instagram finally announced that it was opening its advertising doors to all marketers. The features released to brands included carousel ads, targeting options, and buy buttons. The best part? No more non-clickable links! Advertisers now have the ability to enable users to take a specific actions via a direct response or call-to-action button.
Though Facebook and Twitter ads have evolved into more seamless models, Instagram seems to fit ads into the native browsing experience the best. While Instagram advertising seems like a no-brainer for 2016, the ad platform is less than a year old, with the majority of marketers only recently gaining access in August. It will be interesting to see if Instagram advertising sees continued success in the long-run.
Which of these 3 ad models are you most likely to try?
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