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THE Is The: Mobile Newsfeed Big Opportunity

This document discusses optimizing Facebook video ads by adapting them for active, mobile environments. It provides examples of tweaks that improved performance for Wrigley's 5 Gum and Wells Fargo, such as shortening length, adding supers, and resizing to square format. Testing showed the optimized ads generated more views, impressions, recall of key messages and brand association. The lessons are that providing flexible guidelines instead of rigid formulas allows for creative solutions, and adapting ads for newsfeeds significantly boosts their effectiveness.

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Zia Ahmad
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42 views18 pages

THE Is The: Mobile Newsfeed Big Opportunity

This document discusses optimizing Facebook video ads by adapting them for active, mobile environments. It provides examples of tweaks that improved performance for Wrigley's 5 Gum and Wells Fargo, such as shortening length, adding supers, and resizing to square format. Testing showed the optimized ads generated more views, impressions, recall of key messages and brand association. The lessons are that providing flexible guidelines instead of rigid formulas allows for creative solutions, and adapting ads for newsfeeds significantly boosts their effectiveness.

Uploaded by

Zia Ahmad
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

THE

MOBILE
NEWSFEED IS THE
BIG OPPORTUNITY
FACEBOOK VIDEO NOW
REACHING MORE THAN
90%
OF FACEBOOK USERS
90 MILLION ARE WATCHING VIDEO
PEOPLE IN THE US ON MOBILE DEVICES
THE DIFFERENCES BETWEEN ACTIVE & PASSIVE

ACTIVE CONTENT PASSIVE CONTENT


CONTENT VIEWERS CHOOSE TO WATCH CONTENT VIEWERS WATCH TO GET TO SOMETHING ELSE

NEWSFEED SCROLL PRE-ROLL / TV

SOUND OFF SOUND ON

AUTOPLAY FORCED VIEW


HORIZONTAL VIEWING
VERTICAL VIEWING
SO HOW DO YOU
EFFECTIVELY
BUILD VIDEO FOR ACTIVE
ENVIRONMENTS?
DETERMINED WHICH CREATIVE ELEMENTS
HELPED DRIVE LONGER VIEW THROUGH RATES
BY ANALYZING 100+ FACEBOOK VIDEOS
WE STARTED WITH A DEFINITIVE FORMULA
CUTS OVER PANS HAVE A FOCUS ACTION THEN TITLES

NO SOUND USE OVERSIZED TEXT VERTICAL VIEWING

ABC
BUT MOVED TOWARD A MORE FLEXIBLE TEMPLATE
(Choosing a few creative elements per box)

Vertical Newsfeed
No Sound Autoplay
Viewing Environment

Title Cards Contextual/Compelling Cropping for Mobile Providing a reason


Opening Frame (key benefit) to watch
Integrated Supers Focusing In on Key
Dont bury the leading Characters Simplifying key
Show Product / content messages
Branding in Situ Oversized Text
Leveraging Brand Shortening Duration
Iconography
Quick Cuts

Start with a Question


RAN FACEBOOK VIDEO STUDIES
TO DETERMINE EFFECTIVENESS
Audience A saw: Audience B saw:

Updated edit per platform


Original edit for TV
considerations
CASE STUDY 1:
WRIGLEYS 5 GUM
WHAT WE DID

Updated animated title card to grab viewer attention


and introduce life happens in 5 messaging

Added supers to contextualize will he dare? narrative

Lightened footage for better comprehension in feed


environment

Cut down the film length, maximizing action and


focusing on countdown to engage viewer

Resized to square to increase visibility in feed


environment
THE RESULTS

7X INCREASE IN
IMPRESSIONS OF
8PTS. INCREASE IN THOSE WHO
AD RECALL WATCHED
THROUGH THE KEY
MESSAGE

Source: Facebook Brand Lift. 11 North American campaigns, Dec-March 2015-2016. Statistical significance tested at 90% confidence: Delta is the difference between those exposed to the optimized creative and those exposed to the TVC creative on Facebook.
CASE STUDY 2:
WELLS FARGO
WHAT WE DID

Resized to square to increase visibility in feed


environment

Added supers to clearly convey easy debit card


replacementmessage without sound

Cut down from 15 to 12 seconds, focusing on


elements that highlight brand offering

Moved initial brand mention earlier


THE RESULTS

2X MORE 8-POINT INCREASE IN


3PTS. INCREASE IN IMPRESSIONS WHO MESSAGE
AD RECALL REACHED THE WELLS ASSOCIATION
FARGO BRANDING (COMPARED WITH
SECTION IN THE 5.7 POINTS FOR THE
VIDEO TV EDIT)

Source: Facebook Brand Lift. 11 North American campaigns, Dec-March 2015-2016. Statistical significance tested at 90% confidence: Delta is the difference between those exposed to the optimized creative and those exposed to the TVC creative on Facebook.
WHAT WE LEARNED
PROVIDING OPTIONS ALLOWS CREATIVE TEAMS
TO COME BACK WITH CREATIVE SOLUTIONS
THAT WORK FOR EACH INDIVIDUAL VIDEO

Flexibility Ownership Creativity


WHAT WE LEARNED

ADAPTING FOR FEED


SIGNIFICANTLY IMPROVES
CREATIVE EFFECTIVENESS

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