The Life and Times of a Triggit Account Manager

By Kelly McCarthy, Account Manager

I love working with data, technology and people, and that’s what ultimately lead me to Triggit. As an Account Manager (AM), my main responsibilities include implementing dynamic retargeting strategies and guiding high-value client relationships on Triggit’s RTB platform. Let’s dive a little deeper…here’s a typical day in my life as an AM:

7:15 AM: Wake up to a dream that takes place partly at the office, partly in Game of Thrones. I wish I was kidding, but it somehow seems like an appropriate segway between Sunday night and Monday morning.

8:30 AM: Time to check my inbox. My Brazil and East Coast clients have already been at work for hours, so I need to catch up quickly and efficiently. I respond to client emails about yesterday’s performance and new strategies I’d proposed, and internal emails about product enhancements and new clients to be onboarded.

9:20 AM: Now fully-caffeinated, I check my clients’ performance trends to benchmark against their goals. I implemented various strategies last week for one client in particular and I’m thrilled to see these worked as expected — volume has increased significantly along with their ROAS.

10:00 AM: I debrief with Aaron, an Account Manager, about yesterday’s performance. We discuss priority optimizations and client outreach to be completed that day. We started these daily check-ins to ensure that we’re constantly pushing optimal performance and volume.

11:30 AM: First client call of the day: We discuss expanding our dynamic retargeting services from FBX to display. We’ve shared the first ad mock-ups from our designer, and determine how we can best promote their brand through dynamic ad creatives. The client shares with us their brand guidelines and we agree to send them a few different ad copy suggestions as a follow-up.

McCarthy hard at work with Benjamin, the office dog.

1:00 PM: Post-lunch food coma, we take Benjamin (Triggit’s office dog and unofficial canine mascot) for a walk. His hobbies include growling at mailmen, napping on the couch, and providing constant moral support.

1:30 PM: Another client call – we find out we’re exceeding our client’s goals and can scale with the goal of doubling FBX volume in the coming weeks. They can hear the excitement in our voices, but they can’t see the celebration dance we’re doing on the other side of the conference line. Once we start working with a client, we quickly become invested in their success; their victories are our victories.

2:30 PM: After the client call, we have an internal meeting to brainstorm our expansion strategy. We analyze past performance, review their product feed and user data to identify the best audience and product segmentation strategies, and spend hours in the Triggit platform building out a new campaign structure that will enable us to scale.

5:15 PM: Email frequency has slowed down towards the end of the day, giving me time to check in with our Sales team about a new client. I learn about their business and KPIs, review their product feed, and then begin building out custom pixel documentation. The faster I can send this to the new client, the sooner we can start driving revenue for them.

6:00 PM: It’s been another rewarding day at Triggit. Time for a beer!

FBX Optimization Tips: Improve Your Ads

Today’s blog post is cross-published with FBPPC, the leading source for Facebook advertising news and views.

By Prachi Mishra, Product Marketing Manager

When retargeting first came out, direct-response advertisers rejoiced at the opportunity to get in front of users who had already demonstrated purchase intent. When FBX launched in 2012, it was icing on the cake; suddenly advertisers could retarget site visitors on a channel they visited 24/7!

Advertisers quickly learned that just because you can serve an ad doesn’t mean you should be serving just any ‘ol ad. In terms of serving of a low-quality ad, not only are advertisers spending money on wasted impressions, a poor ad can leave a bad impression (no pun intended!) on their potential customers.

Ad quality is undeniably one of the most important drivers of a high CTR, and arguably high conversion rate. The quality of a retargeting ad can be broken down with three simple questions:

  • Does the ad feature a relevant product/service?
  • Was the ad served in a timely fashion?
  • Is the ad compelling enough to drive a click – and the ultimate goal, the conversion?

Below you’ll find a handful of ads with the potential to be strong, relevant, personalized ads. We’ve identified areas for improvement along with recommendations that all FBX advertisers can learn from to make their own ads even stronger, and ultimately, to drive more revenue. (Note: Advertiser names have been censored.)

1. The Category Level Ad that Forgot the Link:

-Web page viewed: Gazebo product page
-Facebook retargeting ad shown: General patio furniture
-Timeliness: Shown within a day
-Landing page: A broken page

patio

patio 2

What makes this a bad ad? The ad was shown in a timely manner, but the user was shown a generic patio furniture page after visiting a specific Gazebo product page. Additionally, the user was taken to a broken page, making the conversion very unlikely even if s/he had clicked on the ad.

Recommendation: Make the ad fully dynamic! Dynamic product ads are proven to drive up to 2X higher ROI than static ads, so why serve a generic, static ad like this when you could make more revenue with a dynamic ad showing the same gazebo, with dynamic components such as product name, product price, and user ratings?

 

2. The Ad Served Long After Purchase Intent Likely Dissipated

-Web page viewed: A specific workout equipment product page
-Facebook retargeting ad shown: General ad about product, no compelling call to action.
-Timeliness: Shown a full year after last visiting the site.

work out

What makes this a bad ad? The ad was shown a full year after our shopper had visited the site. Additionally, the ad does not feature any compelling details about the product viewed – product price, product attributes such as average calories burned – that would elicit a click and a conversion (that’s the whole point!).

Recommendations:

-Unless you’re using old visitor data for an awareness campaign, the BEST time to retarget site visitors is within the first 24 hours post-visit, when the product is still salient.
-Use a compelling call to action to entice users to click and convert. In tests, Triggit’s seen that descriptions, price details, and relevant text in the ad copy yielded 50% better conversion rates vs. ads that didn’t have any of above.

 

3. The Completely Irrelevant Ad

-Web pages viewed: Handful of running shoes at specific brand’s site
-Facebook retargeting ad shown: Ad shown for customizable soccer cleats
-Timeliness: Shown within an hour

cleats

What makes this a bad ad? Despite the timeliness, our shopper was clearly interested in running shoes and had only viewed those that piqued his interest. This ad is very clearly for a completely different sport.

Recommendation:

The ad should have instead featured one of the five shoes our shopper had browsed. Think about it – an in-store sales person would never show you soccer cleats after you ask to see running shoes, so why would you do that with your ads? Drive your potential customers back to the same products for which they’ve already shown purchase intent, and increase your CTR and ROI.

 

4. The “Unique” Generic Ad

-Web pages viewed: Two Hawaiian shirt product pages
-Facebook retargeting ad shown: A static ad for a different Hawaiian shirt
-Timeliness: shown a month late
vintage

What makes this a bad ad?

The ad is not dynamic! The title and description are both static making the ad incredibly generic and out of context. To top it off, the Hawaiian shirt in the photo isn’t even the one our shopper viewed.

Recommendations:

-Make the ad fully dynamic! The beauty of dynamic retargeting is that it does all the work for you to get your potential customers back to the products in which they’ve shown interest, and ultimately, to make a purchase.
-Include relevant product details. If this ad included product details – a product description or price – both elements that can be added dynamically – we’ve seen it help boost CTR by about 25%.

 

At the end of the day, ad quality affects every type of advertising; DR marketing is no exception. Fully dynamic, personalized ads, shown while purchase intent is still high will not only increase the quality of the ads, but ensure that you leave a positive impression (pun intended!) both with your end customer and your company’s bottom line.

Três coisas que você deveria estar fazendo no FBX (e três coisas que você deve parar de fazer agora!)

O post de hoje é publicado em conjunto com FBPPC, a principal fonte de notícias e opiniões de publicidade do Facebook.

Por Prachi Mishra, Gerente de Marketing da Triggit.

Por sermos “alpha partner” do FBX (parceiro desde sua fase de desenvolvimento), desenvolvemos o nosso negócio conhecendo profundamente os prós e contras deste canal incrivelmente eficiente de Resposta Direta. Temos ajudado clientes pelo mundo todo a quebrar recordes de ROI através de campanhas no FBX, e aprendemos muito ao longo desse caminho. Hoje, gostaríamos de compartilhar as três principais coisas que você deve fazer (e o que você deve parar de fazer), para gerar receita incremental em suas campanhas no FBX.

O que fazer agora:

1. Investir em Retargeting Dinâmico de Produto para impulsionar ROI.

Se você não está investindo em Retargeting Dinâmico de Produto, você está perdendo ROI. O Retargeting Dinâmico de Produto entrega anúncios personalizados em escala, transformando cada anúncio em um anúncio customizado que proporciona uma experiência revelante para os seus clientes potenciais. Utilizando o retargeting dinâmico nos anúncios da coluna da direita e nos anúncios do Feed de Notícias, você pode gerar mais volume com um ROI maior.

Ao comparar retargeting dinâmico com os anúncios estáticos, vemos em média:

  • CTR 3X maior
  • ROI 2X maior

2. Faça Retargeting onde seus consumidores estão: No Feed de Notícias do Facebook

Seus clientes estão no Facebook 24 horas por dia, durante 7 dias por semana (24/7), e o primeiro lugar que eles olham é o seu Feed de notícias. Ao servir anúncios de retargeting dinâmico relevantes onde seus clientes estão, você com certeza verá as conversões aumentarem. Poderíamos continuar discorrendo sobre isto, mas os números falam por si:

  • O enorme varejista de e-commerce do Brasil, Magazine Luiza, fez uma campanha de anúncios dinâmicos no Feed de notícias e viu o CTR deste formato aumentar em 20 vezes.
  • A receita de vendas cresceu 31%
  • Objetivo de ROI do Magazine Luiza, que já era agressivo, foi ultrapassado em 2%

3. Melhorar a eficiência com a segmentação da audiência

Com segmentação da audiência, você pode converter os visitantes do site com alta intenção de compra ao mesmo tempo que otimiza os gastos com anúncios. Segmente seu público por recência (o usuário visitou o seu site há 30 minutos ou 3 dias atrás?) ou por tipo de página ( o usuário deixou sua navegação na página inicial ou na página de finalização de compra?). Usando essa estratégia, você pode dar lances mais agressivos para usuários mais propensos a conversão, e lances menos agressivos para aqueles que não estão tão propensos.

Ao segmentar usuários por recência, ajudamos um cliente listado no ranking IR50 a  atingir sua meta agressiva de ROAS:

  • O CPM caiu 11%
  • O ROAS aumentou 19%

 

O que não fazer:

1. Não ignore descrição do anúncio durante Datas Especiais de Vendas e Promoções

Como muitos anunciantes sabem, atualizar os anúncios destacando as datas especiais de vendas e promoções pode impulsionar um tráfego adicional de usuários e conversões. Você provavelmente está fazendo isso para campanha de search e display, mas a maioria dos anunciantes não fazem isto para suas campanhas de FBX. Uma vez que seus clientes estão no Facebook 24/7, uma atualização nos anúncios irá evitar uma potencial fadiga do conteúdo (em comparação com o que está sendo exibido por semanas, ou até meses!), dará destaque às vendas atuais, e ainda aumentará as conversões.

2. Não aplique suas métricas e configurações de Display para FBX

Display não é o mesmo que retargeting no Facebook. Você não deve nunca aplicar as métricas ou configurações de campanha de Display para o FBX. Principal idéia: Estes são dois canais completamente diferentes, com objetivos diferentes – display é frequentemente mais usado para criar conhecimento de marca, enquanto o FBX é mais focado em gerar conversões usando “first party data”.

3. Não deixe seu parceiro de FBX no escuro – Avise se seus objetivos mudarem

Suas configurações de campanha são otimizadas para KPIs específicos. Se algo muda no meio da semana ou no meio do mês, quanto mais cedo você comunicar ao seu parceiro de FBX, mais cedo ele poderá começar a trabalhar focando no seu novo objetivo. A comunicação é o ponto crucial de qualquer boa relação entre fornecedor-cliente, e neste caso, ele também pode ser o ponto crucial para obter um ROI forte.

Alavanque sua receita incremental e ROI com esses “do’s” e “don’ts”!  Você tem alguma outra sugestão sobre como gerar receita extra com o FBX? Compartilhe suas melhores práticas aqui – Adoraríamos conhecê-las!

How to Scale Your Retargeting Campaigns

By Jillian Gamache, Account Services

At Triggit, we know first-hand the amazing performance that direct-response advertisers can achieve on the Facebook Exchange (FBX). With dynamic product retargeting, these clients see their bottom-line revenue increase with up to and over 25X ROI.

With these types of results, our clients just have one request: More volume!

How exactly can an advertiser generate more retargeting volume?

  1. Serve more impressions to your existing user pool. — We don’t encourage this; excessive impressions aren’t good for the user experience or your efficiency.

  2. Drive more traffic to your website to increase your retargeting user pool. — Easier said than done!

  3. Place retargeting code on several layers of your website. — This allows your retargeting partner to gain insight into traffic patterns across your site and increase the retargeting user pool.

With so many pages on your website, where do you start? One opportunity is to pixel your website’s Search Results page. Let’s illustrate this:

Say a user visits your website and then searches for black shoes. The retargeting pixel would pass the product that fits most with that search term: the most popular black shoes. Adding the retargeting code on your website’s Search Results page will  increase your retargeting user pool by the number of users who conduct an internal search without moving on to another page within the site. Depending on your site traffic, this could be quite a large amount of incremental volume.

Once you’ve worked with your Technical Team and your retargeting partner to create a setup that works for you to increase your retargeting user pool, the next step is qualifying just how valuable those new users are.

For a US- based retail client currently working with Triggit, adding just 2,000 more users to the retargeting pool drives an additional 180 clicks, equating to $630 in incremental revenue!

How did we get there? Let’s take a look at the stats:

This client has 500,000 unique users per month that we are serving ads to on FBX, and we want to see what adding 2,000 users to the retargeting pool will do. They have a 9%** click rate, 1.75% conversion rate, and $200 Average Order Value (AOV).

Let’s do the math!

  • 2,000 users added * 9.0% users shown ads who click = 180 incremental clicks

  • 180 clicks * 1.75% conversion rate = 3.15 conversions

  • 3.15 conversions * $200 average order value = $630 in incremental revenue

Here we can see that adding another 2,000 users leads to $630 in incremental retargeting-driven revenue. If we were to look at all 502,000 Unique Users in their retargeting pool (including the newly added 2,000 users), this client would see $158,130 in retargeting-driven revenue each month.

By increasing your retargeting volume, and quantifying incremental revenue from that additional volume, you can drive ROI with a more complete and effective retargeting campaign.

**Click Rate is calculated by taking the number of clicks over a given time period (in this case 1 month) divided by the number of Unique Users seen in that time on FBX. This is not to be confused with Click Through Rate (CTR).

 

Top 3 Things You Should Be Doing on FBX (and 3 Things to Stop Doing Now!)

Today’s blog post is cross-published with FBPPC, the leading source for Facebook advertising news and views.

By Prachi Mishra, Marketing Manager at Triggit

As an alpha partner on FBX, we’ve built our business around learning the ins and outs of this incredibly efficient DR channel. We’ve helped clients across the globe drive record-breaking ROI from their FBX campaigns, and we’ve learned a lot along the way. Today, we’d like to share the top three things you should be doing (and what you should stop doing), to drive incremental revenue from your own FBX campaigns.

What To Do Now:

1. Leverage Dynamic Product Retargeting to Drive ROI

If you aren’t leveraging dynamic product retargeting, you’re missing out on ROI. Dynamic product retargeting drives personalized ads at scale, turning each ad into a custom, relevant experience for your potential clients. With dynamic retargeting across Facebook’s right-hand-rail and News Feed ads, you can drive more volume with a higher ROI.

When comparing dynamic retargeting compared to static ads, on average, we see:

  • over 3X higher CTR
  • over 2X higher ROI

2. Retarget Where Your Customers Are: On Facebook’s News Feed

Your customers are on Facebook 24/7, and the first place they look is their News Feed. By serving relevant, dynamic retargeting ads where your customers are, you’ll be sure to see increased conversions. We could go on, but the numbers speak for themselves:

  • Brazil’s behemoth e-retailer, Magazine Luiza, ran dynamic News Feed ads and saw their News Feed CTRs increase by 20X.
  • Sales revenue grew by 31%
  • Magazine Luiza’s already aggressive ROI goal was surpassed by 2%

3. Improve Efficiencies with Audience Segmentation

With audience segmentation, you can convert site visitors with high purchase intent while optimizing ad spend. Segment your audience by recency (did a user visit your site 30 minutes ago or 3 days ago?) or page type (did a user leave your home page browsing or the checkout page?). Using this strategy, you can bid more aggressively for those users more likely to convert, and less for those who aren’t.

Segmenting users by recency, we helped an IR 50 client hit their aggressive ROAS goal:

  • CPM dropped 11%
  • ROAS increased 19%

 

What Not to Do:

1. Don’t Ignore Your Ad Copy During Sales & Promotions

As many marketers know, updating ad creative to highlight sales and promotions can drive additional web traffic and conversions. You’re probably doing this for search and display, but most marketers neglect their FBX campaigns. Since your customers are likely on Facebook 24/7, an ad copy refresh will relieve potential ad fatigue (compared to what’s been running for weeks, or even months!), highlight current sales, and further increase conversions.

2. Don’t Apply Your Display Metrics & Settings to FBX

Display is not the same as Facebook retargeting. You should never, ever, apply your display metrics or targeting settings to FBX. Bottom line: These are two completely different channels with different goals – display is more often used to build brand awareness where FBX seeks to drive conversions using first party data.

3. Don’t Keep Your FBX Vendor in the Dark — Communicate if Your Goals Change

Your campaign settings are optimized for your specific KPIs. If something changes mid-week or mid-month, the sooner you tell your vendor, the sooner they can start working towards your new goal. Communication is the crux of any good vendor-client relationship, and in this case, it can also be the crux of strong ROI.

Drive incremental revenue and ROI with these do’s and don’ts! Have any other suggestions about how to bring home the extra dollars with FBX? Share your best practices below – we’d love to hear from you!

Um olhar sobre o melhor trimestre da história para Facebook Retargeting

By Prachi Mishra, Marketing Manager

O quarto trimestre de 2013 foi o melhor e maior trimestre na história do retargeting do Facebook para anunciantes de resposta-direta, que investiram mais verba de marketing neste canal que já provou entregar ROI em escala.

Quando o retargeting no Facebook Exchange foi lançado em 2012, a corrida pelo Facebook rapidamente cresceu, uma vez que permitiu aos anunciantes obterem uma alta conversão e alta receita dos clientes de forma massificada. No último ano, o crescimento explosivo e o aumento de eficiência fez com que os times de marketing investissem mais nesse novo canal atingindo uma performance que chega a competir aos  canais de busca paga.

O ano de 2013 marca a primeira temporada de final de ano que é possível gerar dados comparáveis de um ano para o outro no FBX, e para isto a Triggit deu um mergulho em seus próprios dados de desempenho global para apresentar uma idéia das Tendências mundias do Retargeting no Facebook. Abaixo segue alguns “highlights” destas tendências:

  • Os ganhos de eficiência foram proeminentes com o retargeting do FBX entregando mais cliques com menos impressões, gerando um crescimento de 58% na taxa de cliques (CTR) ano sobre ano.
  • O custo por conversāo despencou para 18% comparado há um ano.
  • A média de gasto por anunciante atingiu um marco histórico, com o crescimento de 127% desde final do ano de 2012.

Confira o infográfico pra ver a análise completa ano-sobre-ano, incluindo dados divididos por vertical e regiões.

Independente de como você dividir e enxergar os dados, uma informação importante: o retargeting no Facebook ainda está em ascensão, e para os anunciantes de resposta-direta focado em ROI, e esta é a oportunidade para se aproveitar, caso ainda não estejam.

A Look at the Biggest Quarter in Facebook Retargeting History

By Prachi Mishra, Marketing Manager

Q4 2013 was the biggest quarter in Facebook retargeting history as direct-response advertisers spent more marketing dollars on the channel proven to drive ROI at scale.

When retargeting on the Facebook Exchange made its debut in 2012, the Facebook landrush quickly began as advertisers set out to capture high-converting, high-revenue customers in the masses. Within the last year, the explosive growth and increasing efficiencies prompted direct response marketers to allocate more marketing dollars to a new channel with performance that rivals paid search.

2013 marked the first holiday season with year-over-year data on FBX, and Triggit took a deep dive into its own global performance data to come away with these Global Facebook Retargeting Trends. A sneak peek at some of the trends:

  • Efficiency gains were prominent as FBX retargeting drove more clicks with fewer impressions, leading to a 58% increase in click-through-rate (CTR) year-over-year.

  • Cost per conversion plummeted by 18% compared to a year ago.

  • Average spend per advertiser reached an all-time high, increasing 127% since the 2012 holiday season.

Check out the infographic to see the full year-over-year analysis including the data broken out by vertical and region.

Regardless of how you slice and dice it, one main takeaway remains: Facebook retargeting is still on the rise, and for direct-response advertisers looking to drive ROI, they need to take advantage of this if they aren’t already.

Previsões para 2014

Por Zach Coelius, CEO da Triggit

Embora já esteja ficando muito repetitivo dizer isso, 2013 foi o melhor ano da Triggit . De alguma forma, mais uma vez, conseguimos crescer nossa receita, equipe e base de clientes de forma exponencial. Nossos esforços no Brasil deram frutos incríveis, atualmente é o nosso segundo maior mercado depois dos EUA . Claramente, nós estávamos no lugar certo, na hora certa, visto que a junção do mercado de RTB, dos anúncios nativos e dos dados orientados à publicidade criaram um ambiente perfeito para nosso crescimento. E esta onda que estamos só parece ficar mais forte a cada ano que passa.

Tendo isto em vista, aqui estão as minhas previsões para 2014:

1. 2014 será um ano incrível para o Brasil.
Primeiro uma previsão sem ser sobre mídia. No passado tive um negócio relacionado aos Jogos Olímpicos e a Copa do Mundo, e por isto, posso dizer que logo antes destes eventos o país anfitrião fica um pouco sobrecarregado em função duro trabalho que é necessário para lançar um grande evento como tal. Algumas pessoas não colocam fé no evento e muitos agendam férias para ficar longe de tudo isso. No entanto, mesmo com os contratempos inevitáveis, o evento sempre acaba sendo incrível e todo mundo fica espantado de ter cogitado em ignorá-lo. Minha previsão é que 2014 será de longe o ano do Brasil. Até o final de 2014, vamos olhar para trás e ver o Brasil como um país totalmente diferente.

2. Melhores formatos de anúncios.
Um dos aspectos da indústria de publicidade online que tem sempre me frustrado e me enfurecido é o enorme desserviço que fizemos a nós mesmos com a dependência dos banners. Na melhor hipótese, banners são fracos e ineficientes. Como foram desenvolvido há mais de quinze anos, eles simplesmente não são mais impactantes no mundo de hoje, ocupando um pequeno pedaço da tela, que as pessoas inclusive passaram a ignorá-los. Comparado a TV, onde nos lembramos facilmente de comerciais de décadas atrás, eu mal me lembro dos banners que eu vi hoje. Eles não têm espaço suficiente para expressar emoção, humor, narrativa ou qualquer outra característica de uma boa publicidade.

Felizmente, os veículos que já gastaram tempo suficiente com isto sem grandes grandes retornos, começaram a inovar com o que chamamos de formatos de anúncios nativos – Facebook com seus anúncios no Feed de notícias (News Feed) , Twitter com os Tweets Patrocinados, BuzzFeed com conteúdo patrocinado – e uma infinidade maravilhosa de novas idéias e avanços. Um ciclo de inovação começou em uma área que desesperadamente precisava disto. Minha previsão é que em 2014 veremos uma aceleração dessa tendência onde cada vez mais veículos perceberão que não precisam mais ficar restritos às populares pequenas caixinhas e experimentarão criativas formas de fazer os anúncios online poderosos.

3. O crescimento de RTB continua.
Uma tendência aparentemente contraditória à fragmentação da inovação em formatos de anúncios é a poderosa padronização da indústria via RTB . Como padrão, quanto maior fica o mercado de RTB, mais ele cresce. Como vimos com banners, uma vez que um padrão é acordado e adotado, torna-se praticamente impossível derrubá-lo por um longo tempo. Durante o ano passado, o RTB atingiu este nível e hoje já está muito bem estabelecido. O ecossistema de anunciantes, veículos, empresas de tecnologia e prestadores de serviços que investiram em RTB, e os bilhões que agora transitam por ele, indica que a massa crítica já se desenvolveu de uma forma implacável. 2014 será o ano em que esta dinâmica é exposta e o RTB continua a sua marcha inexorável para, eventualmente, tornar-se o padrão para toda compra de mídia para todas as plataformas.

Enquanto nós temos um longo caminho a percorrer para alcançar esta onipresença, 2014 será um ano em que deixamos de falar sobre “se o RTB é bom ou mau” e ao em vez disso, começamos a discutir como o mundo será quando o RTB dominar totalmente. Se isto soar de alguma forma exagerado, que graça teriam as previsões se não fossem assim? Além disso, se olhar minhas previsões passadas, meu otimismo sobre o RTB provou ser bastante preciso.

4. Identidade.
Um dos principais desafios para atingir essa dominação do RTB é a complicada questão da identidade. No mundo online, temos o cookie, que é imperfeito, mas onipresente, aberto e relativamente eficaz. Infelizmente, o cookie não existe em aplicativos móveis ou na TV, e até que possamos encontrar alguma fonte de identidade, será uma luta conseguir dominar estes canais totalmente.

Parece que 2014 será o ano em que veremos algumas soluções viáveis para isso. Em uma frente temos plataformas como Google, Apple, Microsoft e os desenvolvedores de navegadores que estão trabalhando na construção de substitutos para o cookie, que também poderão funcionar em vários dispositivo. Embora estes esforços sejam ainda incipientes, a recompensa que virá para quem resolver este enorme problema explica o trabalho duro atual. Outra oportunidade muito atraente para resolver este problema, na minha opinião, reside com essas empresas que requerem que os usuários façam login para qualquer dispositivo que estiverem usando. Claramente o Facebook e o Twitter têm uma posição forte aqui, com o Google correndo atrás com o Google+. Uma terceira possibilidade nesta corrida é se pudermos de alguma forma criar um padrão ou uma solução onde, empresas menores e independentes se unem para alcançar alguma solução de identidade colaborativa. Eu não estou completamente certo de como isto pode ocorrer, mas pode ser incrivelmente poderoso. A questão da identidade será um grande assunto em 2014, você pode acreditar em mim.

5. A ascensão do Twitter.
No encontro das três tendências descritas acima encontramos o Twitter. Como vimos ao longo dos últimos dois anos, com o lançamento do FBX, o Facebook tem obtido surpreendentes resultados com sua programação nativa. O Twitter, por outro lado, está apenas se preparando para abrir suas asas e mostrar à todos do que é feito. Com a aquisição da Mopub, o Twitter está preparando o terreno para fazer algumas coisas muito legais. 2014 será um grande ano para o Twitter e eu acredito que ele não irá decepcionar.

6. O aumento continuado do Facebook.
No ano passado, eu previ que o Facebook poderia abrir suas asas e mostrar ao mundo o que era realmente capaz em termos de negócio. Ele não decepcionou. Este ano, ele atingirá outro patamar. O negócio do FB está apenas começando, e eu espero que nós vejamos um progresso significativo dele ao longo dos próximos doze meses. Eu antecipo três áreas que deixarão suas marcas: vídeos, identidade e atribuição, e eu vou detalhar cada uma dessas em previsões separadas abaixo.

7. Facebook e Vídeo.
Facebook tem claramente uma oportunidade enorme com vídeos se eles puderem solucionar o problema de como publicar anúncios de reprodução automática (autoplay) no Feed de notícias. Imagine o alcance do Super Bowl, com a diferença de estar apenas impactando exatamente os usuários certos e com o poder de compartilhamento social. Para isso, eles precisam primeiro ter vídeos “autoplay ” orgânicos no Feed de notícias para acostumar os usuários com isto. Vejo o FB inserindo o vídeo “autoplay” no Instagram primeiro, e depois disso, eu não ficaria surpreso se lançarem um concorrente do Youtube, onde os usuários poderiam fazer o upload de vídeos para ser tornarem “autoplay”.

8. Facebook & Identidade.
A segunda oportunidade enorme para o Facebook está em torno de identidade. Quem controla identidade através da web e dos aparelhos móveis está em uma posição incrivelmente poderosa para atingir usuários no mundo multi-plataforma. Como os usuários se logam no FB em todos os dispositivos e usam seus nomes reais, FB tem uma posição única neste quesito. E uma vez que quem controla a identidade será quem vai ganhar nos próximos anos, podemos estar confiantes de que FB vai ser muito agressivo neste sentido.

9. Facebook e Atribuição.
A última área em que estou bastante animado para ver os esforços do Facebook é na questão da atribuição. Como eu já disse muitas vezes ao longo dos anos, atribuição é uma coisa que fazemos muito mal na Internet. Por que é que nós só atribuímos valor aos anúncios quando as pessoas clicam neles? E os outros 99% dos usuários que vêem o anúncio, mas não se envolveram naquele determinado momento? Isso significa que todos os comerciais de TV, outdoors e anúncios impressos não têm valor, porque ninguém clica neles? Obviamente há um valor quando um usuário vê os anúncios de uma marca, mas, infelizmente, no online raramente isto é levado em consideração. Como o FB sabe os nomes de seus usuários, tem tido a capacidade de medir o verdadeiro efeito dos seus anúncios. Olhe para 2014 como um ano onde FB nos mostrará tudo que estamos esquecendo.

10. Google
Ao longo dos últimos anos, o Google, o progenitor de todo este espaço programático tornou-se inegavelmente dominante. Ele está neste setor, com uma participação maciça e com a “pole position” em muitas questões. Enquanto o Facebook e o Twitter são certamente candidatos potenciais e em crescimento recente e constante, o Google ainda é o maior. Espero que ele mantenha esta posição ao longo de 2014. Vejo o Google liderando o início de uma exchange de anúncios de vídeo, uma solução de identidade móvel e continuando sua consolidação de tecnologia neste novo mercado.

11. Última e não menos importante, todos nós iremos mais uma vez se divertir muito em 2014.

The Rise of Facebook Retargeting in Brazil

Today’s blog post is cross-published with FBPPC, the leading source for Facebook advertising news and views.

Read it in Portuguese here!

By Alison Morris, Director of Marketing

It’s a new year, and like many of you, we’ve been reflecting on the themes that shaped our growth in 2013. This past year has brought incredibly exciting developments to the digital media world, including the launch of retargeting in Facebook’s News Feed, the rise of the native ad unit, and, perhaps most exciting as our global business continues to grow, the ever-increasing performance in Latin America, particularly in Brazil.

Brazil ranks as the third largest country in the world based on Facebook users. Consumers in Brazil spent more hours online per month than any of their Latin American neighbors, and social media sites captured the largest percent of their time at 36%, according to a 2013 comScore study. Facebook traffic in particular was a strong leader, with a 22% increase in unique users last December compared to the previous year.

So what does all this mean for direct response advertisers? It means massive growth potential in Brazil, and something you want to take advantage of today so that you, too, can reap the benefits of Facebook retargeting in Brazil.

When we launched our first Brazilian retargeting campaign on the Facebook Exchange (FBX) in 2012, advertisers saw immediate success, and we were very optimistic. Flash forward to 2013, and performance has only continued to improve along with our dynamic retargeting capabilities, driving almost 3X higher click-through-rates (CTR) compared to last year. After Facebook introduced retargeting in the News Feed last May, Brazilian advertisers experienced almost 2X higher click-through-rates (CTR) and 3X lower cost-per-click (CPC) compared to performance in the U.S. Phenomenal performance has inspired others, and Triggit’s Brazilian client base has nearly tripled in just one year as Brazil’s largest advertisers have jumped on the FBX bandwagon.

One particular Brazilian retailer, Magazine Luiza, has seen exceptional results. Already known as the Brazilian e-commerce “King of ROI,” Magazine Luiza experienced a surge in ROI when the company began advertising on the Facebook Exchange (FBX) with dynamic, right-hand-rail ads in 2012. When the opportunity arose to retarget customers on the Internet’s most coveted inventory, Facebook’s News Feed, Magazine Luiza couldn’t pass up the opportunity to further increase their already impressive ROI. Performance spiked and they never looked back after seeing these remarkable results:

  • News Feed CTR increased 20% compared to their right-hand-rail ads

  • Post-News Feed sales revenue grew by 31%

  • Sales revenue grew by 92% compared to Magazine Luiza’s first month running FBX ads with Triggit

Brazilian advertisers have seen record-breaking performance on FBX, and there are no signs of this slowing down. As we head into 2014, we’re yet again optimistic about the growth in Brazil, and we’d love to hear your thoughts as well! Have you seen similar results in Brazil and Latin America?

A acensão do retargeting no Facebook para o Brasil

Today’s blog post is cross-published with FBPPC, the leading source for Facebook advertising news and views.

By Alison Morris, Director of Marketing

É um novo ano, e como muitos de vocês , estamos refletindo sobre o que moldou  nosso crescimento em 2013.

Este ano que passou, trouxe desenvolvimentos emocionantes para o mundo de mídia digital incluindo, o lançamento de re-targueting na News Feed do Facebook, a ascensão da maneira que anúncios são incluídos nestes tipos de layout, e, talvez o mais emocionante para o nosso negócio que continua a crescer globalmente: o desempenho  cada vez maior na América Latina e particularmente no Brasil.

Com base em usuários do Facebook, o Brasil esta classificado como o terceiro maior país do mundo. Os usuários do Brasil ficam mais horas online por mês do que qualquer um dos seus vizinhos latino-americanos, e sites de mídia social  somam o maior percentual deste tempo, com 36% de acordo com um estudo de 2013 da comScore . O trafego no Facebook, é o líder , com um aumento de 22% em usuários únicos em dezembro passado em comparação com o ano anterior.

E o que tudo isso significa para os anunciantes de marketing direto? Isso significa um enorme potencial de crescimento no Brasil e algo que aconselhamos você tirar proveito para que também possa colher os benefícios de fazer re-targueting no Facebook no Brasil.

Quando lançamos nossa primeira campanha brasileira de re-targeting no Facebook Exchange (FBX) em 2012, vimos um sucesso imediato e ficamos super otimistas com isto. Ao longo de 2013, o desempenho só melhorou. Principalmente pela nossa capacidade em criação de anúncios dinâmicos, o qual alavancou a taxa de cliques (CTR) em quase 3X mais se comparado ao ano anterior. Após o Facebook lançar a possibilidade de fazer retargeting na News Feed em Maio de 2013, os anunciantes brasileiros aumentaram suas taxa de cliques (CTR) em quase 2X e reduziram o custo por clique (CPC ) em 3X, em comparação com o desempenho dos EUA. Esta performance fenomenal tem inspirado outras empresas, e com isto a base de clientes Triggit no Brasil aumentou quase 50% em apenas um ano contando com a entrada dos maiores anunciantes do Brasil na onda do FBX.

O varejista brasileiro Magazine Luiza, tem visto resultados excepcionais. Já conhecido como “Rei do ROI ” do e-commerce brasileiro, Magazine Luiza verificou um aumento no ROI , quando a empresa começou a anunciar no Facebook Exchange( FBX ) com anúncios do lado direito dinâmicos em 2012. Quando surgiu a oportunidade de fazer retargeting em clientes dentro do inventário de mídia mais cobiçado da Internet, o Facebook News Feed , o Magazine Luiza não deixou passar a oportunidade de aumentar ainda mais o seu ROI . Desempenho comprovado com resultados notáveis :

  • CTR do News Feed aumentou 20 % em comparação com os seus anúncios do lado direito.
  • Após o anúncio de News Feed , a receita de vendas cresceu 31%
  • A receita de vendas cresceu 92 % em relação ao primeiro mês que o Magazine Luiza com a Triggit em anúncios no FBX.

Os anunciantes brasileiros têm visto desempenho recorde em FBX , e não há sinais dessa desaceleração. Em 2014 seguimos novamente otimista sobre o crescimento no Brasil , e nós adoraríamos ouvir suas ideias também! Você já viu resultados semelhantes no Brasil e na América Latina?

Zach’s 2014 Predictions

By Zach Coelius, CEO & Co-Founder

Though it is becoming quite repetitive to say this, 2013 was the best year ever for Triggit.  Somehow we once again managed to grow revenues, our team and our customer base exponentially.  Clearly, we were in the right place at the right time as the confluence of RTB, Native Ad units and data driven advertising created a perfect storm of growth for us.  The wave we are riding just seems to grow stronger every year.

With that said, here are my predictions for 2014:

1. Better ad formats. One aspect of the online ad industry that has always frustrated and enraged me is the massive disservice we have done to ourselves with our reliance on banners.  At their best, banners are weak and ineffective. As a unit developed over fifteen years ago, they are simply no longer impactful in a world where they take up an infinitesimally small portion of screens and where people have been trained to ignore them.  Compared to TV, where we easily remember commercials from decades ago, I barely remember the banners I saw today. They lack the canvas to express emotion, humor, narrative or any of the sticking power of good advertising.

Thankfully, publishers finally said enough with this stupidly and they have started to innovate with what we call Native Ad formats — Facebook with their News Feed ads, Twitter with Promoted Tweets, Buzzfeed with sponsored content — and a wonderful plethora of innovative, new ideas and finally advances.  An innovation cycle has begun in an area where we desperately needed it. My prediction is in 2014, we will see an acceleration of this trend as more publishers realize they don’t need to stay in the little boxes any more, and creative folk will experiment with how to make online ads more powerful.

2. RTB growth will continue.  A seemingly countervailing trend to the fragmentation of innovation in ad formats is the powerful industry standardization around RTB.  As a standard, RTB grows more unstoppable the bigger it gets. As we saw with banners, once a standard is agreed upon and adopted, it becomes virtually impossible to unseat for a long, long time.  Over the last year, RTB has crossed this threshold and it is now quite firmly established.  The ecosystem of advertisers, publishers, technology companies and service providers who have invested in RTB, and the billions that now flow through, indicates that the critical mass has now developed in an unstoppable way.

2014 will be the year where this momentum manifests and RTB continues its inexorable march to eventually becoming the standard for all media buying across all platforms.  While we have a long way to go to achieve total ubiquity, 2014 will be a year where we shift from talking about ‘if RTB is good or bad’ and, instead, begin discussing what a world would look like where RTB totally dominates.  And while this certainly sounds hyperbolic, what fun would predictions be if they weren’t a little out there?  Moreover, if you look back at the past predictions, my bullishness about RTB has proven to pretty accurate.

3. Identity. One of the core challenges to achieving this dominance of RTB is the tricky problem of identity.  In the online world we have the cookie, which is imperfect but ubiquitous, open and relatively effective.  Sadly, the cookie doesn’t exist on mobile applications or TV, and until we can find some source of identity, it will be a struggle to address these channels fully. It feels like 2014 will be the year we see some viable solutions to this.  On one front exist the platforms like Google, Apple, Microsoft, and the browser developers who are working on building replacements to the cookie, which can also function cross-device.

While these efforts are still nascent, the reward that will accrue to whoever solves this huge problem ensures that people are working hard to win.  Another very compelling avenue to solving this problem, in my opinion, resides with those companies who can get users to log in to whatever device they are using.  Clearly Facebook and Twitter have a powerful position here, with Google racing to catch up with Google+.  A third dark horse in this race is if we can somehow create a standard or solution where smaller, independent companies combine to achieve some collaborative identity solution.  I am not quite sure what this would look like, but it could be incredibly powerful.  Identity will be big in 2014; you can quote me on it.

4. The rise of Twitter. At the confluence of these three trends sits Twitter.  As we have seen over the last two years with the launch of FBX, Facebook has done astonishingly well for itself with native programmatic.  Twitter, on the other hand, is just getting ready to spread its wings and show us all what it is made of.  With its acquisition of Mopub, they laid the groundwork to do some really cool things.  2014 will be a big year for Twitter and I predict they won’t disappoint.

5. The continued rise of Facebook. Last year I predicted that Facebook would spread its wings and show the world what it was really capable of as a business.  They didn’t disappoint.  This year they will take it to another level.  The flywheel that is the Facebook business is just getting started, and I expect we will see significant progress from them over the next twelve months.  The three areas where I anticipate Facebook will  make the biggest splashes are in video, identity and attribution, and I will break each of those out in separate predictions, below.

6. Facebook & Video. Facebook clearly has an absolutely massive opportunity in video if they can crack the problem of how to run autoplay ads in the feed.  Imagine the reach of the Super Bowl but only targeted to exactly the right users and with the power of social sharing.  In order to do this, they need first to get organic “autoplay” video into the feed to accustom users to its presence.  Look for them to insert autoplay Instagram video first and, after that, I wouldn’t be surprised if they launch a Youtube competitor where users could upload video that would then become autoplay.

7. Facebook & Identity. The second huge opportunity for Facebook is around identity.  Whoever controls identity across web and mobile is in an incredibly powerful position to reach users in multi-platform world.  Because users log into Facebook across all devices and use their real names, Facebook is uniquely positioned in this regard.  And since whomever controls identity will win in the coming years, we can be confident that Facebook will be very aggressive in this regard.

8. Facebook & Attribution. The last area in which I am quite excited to see Facebook’s efforts is attribution.  As I have said many times over the years, attribution is one thing we do quite badly on the Internet.  Why is it that we only ascribe value to ads when people click on them?  What of the other 99% of users who see the ad but don’t engage in that moment? Does that mean that all TV commercials, Billboards and print ads have no value because no one clicks on them?  Obviously there is value when a user sees a brand’s ads, but sadly in online we rarely take it into account.  Because Facebook knows the real names of its users, it has the ability to measure the true effect of its ads.  Look for 2014 to be a year where Facebook shows us all what we have been missing.

9. Google.  Over the last few years, Google, the progenitor of this whole programmatic space, has become undeniably dominant.  They sit astride this industry with a massive share and the pole position on many levels.  While Facebook and Twitter are certainly viable up-and-coming contenders, Google is still the big dog.  I expect them to retain this position throughout 2014.  Look for them to launch a video ad exchange, a mobile identity solution and continue their consolidation of the technology layer in this new game.

10. Unpredictable agencies. Every year I make predictions about the agencies and every year I get it wrong.  While the industry undeniably moves towards technology, automation and data are not the friend of the agency’s services business, and their response to the disruption has not proven to be particularly predictable (by me anyway).  So this year I am simply going to say that in 2014, we will see the continuation of the trend and agencies will react to this threat in unpredictable ways.

11. Last but not least, we are all going to, once again, have a lot of fun in 2014.

 

 

My 2013 Predictions Recap

By Zach Coelius, CEO & Co-Founder

The game of making predictions is a tricky business.  Some years you do pretty well, and some you don’t.  I started throwing out these wild-ass guesses back in 2009 and it’s fun to look back over my predictions from all those years.

2009 Recap & 2010 Predictions and Recap of 2010: So cool to look back to when it all began.

2011 Predictions and 2011 Recap: A solid hit, but a bit boring.

2012 Predictions and 2012 Recap: An epic whiff.

And now to the fun part, let’s see how I did for the 2013 predictions.

The U.S. Economy & Marketing

  1. First and foremost, 2013 is going to be great year for the US economy, which means nothing but good things for those of us in the marketing sector.   At this point all the indicators such as household formation, average age of the US auto fleet, corporate profits and pretty much everything else is pointing to a very solid year.   Because advertising and marketing is often highly tied to these cyclical effects, we usually see an outsized gain when growth occurs.  I am forecasting a solid vintage with lucky 13.

I think I got a solid connection on this one; 2013 was a good year for the US economy.  The S&P 500 and Dow were both on a tear. Unemployment dropped. Even as hard as they tried, Congress didn’t manage to ruin it all for us.  Advertising boomed as a result and 2013 was a good year.

Facebook’s Growth

  1. Having dreadfully missed Facebook in last years predictions I certainly don’t intend to do it again.  2013 will be the year Facebook starts to unfold their wings.  We saw the beginnings of their power in the space in 2012 and by all indications they are just getting started down there at 1 Hacker Way.

Wow, Facebook really did unfold their wings this year and it was a sight to behold.  Stock doubled in value.  Their advertising business is absolutely crushing it. Mobile is turning out not to be the weakness many thought it would be, but instead a tremendous advantage.  And, as I will discuss in more length in my 2014 predictions, Facebook is just getting started.

Ad Units

  1. 2013 will be the year we finally make progress innovating on the dreadful ad units –otherwise known as banner ads- we have had to work with on the web.  Roughly five toothpicks wide and about as engaging as a discarded cigarette butt, banner ads should have been improved a decade ago and are embarrassingly out of date.   Thankfully this process has already begun with the often-misunderstood “native” ad which is simply publishers refusing to go along with the collective stupidity and instead individually innovating by creating their own ad units.  Over the coming year I see a plethora of new formats emerging and significant progress being made.   My personal hope is that we get a full half page ad that simply covers 50% of the page.  

Thankfully, after years of misery, this is finally happening on all fronts.  Large publishers are leading the way with ads such as Facebook’s News Feed ads, Twitter’s sponsored tweets, AOL’s project devil, and Yahoo’s image ads.  Equally awesome is the innovation we are seeing from startups like Sharethrough, Outbrain, Buzzfeed and Solve as they all work to take ads to the next level.  As a cherry on top, the IAB and their Rising Stars effort is getting traction.  I couldn’t be more excited and pleased with the progress the industry made in 2013 towards making ads impactful.

The Agency Model

  1. For last six or so years there has been tremendous pressure on the structure of our business as marketers, agencies, media and technology companies have all struggled with how to relate to each other.  Quite simply the old model of ‘Client, Agency, Media’ is being significantly disrupted as technology is automating formally manual processes and shuffling the center of gravity.  Until recently most participants in the industry largely assumed things would stay roughly the same with technology being a vendor to the agencies.  Lately we are seeing this assumption challenged as important advertisers such as Kellogg’s, Proctor and Gamble, Ford and many others are going technology direct.  My bet is that 2013 will be the year the market broadly wakes up to the reality that the model is restructuring and we could be in for some major changes.

You can’t have a more major change than a $35 billion dollar transaction with the Publicis and Omnicom merger. The agencies can clearly see that change is a coming, and they are making moves.  I expect many more to come.  What they will do in technology is anyone’s guess, but 2013 was a big year for agencies making moves.

Ad Tech Consolidation

  1. For years now the market has been looking at the infamous Lumascape with its smorgasbord of companies and has not so silently prayed that some magic consolidator would swoop in and simplify the market.    Every year someone (myself included) predicts that the acquisition spree will begin and the behemoths of our world will bring us all rationality.   Every year the books close with an acquisition here or there and a larger and more complex map. As with any innovation cycle – and there is surely a lot of innovation going on- it is to be expected that we would see such a profusion of new approaches and technologies creating confusion.  Yet it is reasonable to ask when it will end as it always does in every market.  My prediction is 2013 will be the year that we come to recognize that the consolidation will be coming from within rather then from adjacent companies moving into our space.  For as we have waited and predicted the consolidation, many of the companies on the Lumascape have been growing exponentially and some are getting to be quite large (for instance Triggit has been growing at 300% a year in revenue since 2009).  Next year these growth companies will start to make strategic moves that shakeup the space.  We will look back and recognize that strategic acquirers and incumbents made a big mistake by letting Ad Tech startups grow so large unencumbered.

Once again the year ended without any big bang in ad tech consolidation.  More than a handful of companies went public (CRTO, FUEL, YUME, TRMR, MRIN, MKTO), but 2013 was hardly a year where the map of companies got significantly cleaned up.  It looks like my prediction of internal consolidation might be correct, but my timing was a little off.

RTB

  1. No Triggit predictions are complete without opining about RTB.  Every year I predict RTB will be bigger and better the next year and every year it has been true.  2013 will be no exception.  With FB proving that RTB works for more than just IAB ad units we should see a myriad of companies rolling out their own exchanges to access the now sizable programmatic dollars.   Moreover we will see the continued trends of ad networks leaving the business, direct sales forces losing their stranglehold and large platforms realizing it makes strategic sense to engage with RTB sooner rather than later.   We are in the early innings with RTB and we have a lot of growth in front of us.

There is no doubt that RTB continues to kill it.  eMarketer is predicting that US advertisers will spend $3.37 billion this year, and it’s still growing fast.  Without a doubt, RTB is still well on track to eat pretty much all media.  Lots of growth left to do, but at this point I don’t see anything stopping it.  Now that everyone has accepted RTB and the haters have been vanquished, the mistake most people are making is underestimating the power that such a widely accepted standard has.  RTB is becoming a juggernaut and woes betide those who ignore its power.

Attribution

  1. We will continue to make slow and steady progress with attribution next year.  I don’t expect that there will be any groundbreaking changes, but attribution continues to be a huge pain point for our industry and all the signs point to more progress.

Unfortunately, it does not feel like a great deal changed on the attribution front this year.  Maybe some progress was made, but I am not seeing it where we sit.  I call this one a miss.

Yahoo!

  1. Yahoo has been getting back in the saddle since Marissa took over and I full expect them to make a significant move into ad tech in the coming twelve months.  I have no idea what the actual move will be (and I am not sure they do either), but they are coming back.  

2013 was, without a doubt, a breakout year for Yahoo!.  They made tremendous progress across many fronts and the stock took off as a result.  Yet one area they haven’t done much is with ad tech.  Maybe next year.

Retargeting

  1. Retargeting will be taken out of the tactic box marketers have been myopically placing it into and instead they will recognize that retargeting is simply the first step to a sophisticated data driven marketing strategy.  Lots more on this in the coming year.

Retargeting grew like crazy in 2013 and it is undoubtedly becoming a critical channel for marketers.  That said, it doesn’t feel like the industry has quite grokked the sophisticated data capabilities that exist.  Progress was made, but we have a long way to go.

Lucky 2013

  1. And last, but hardly least, I once again predict that we all will have a ton of fun in lucky 2013.  Happy holidays and New Year everyone!

Yep.  Nailed this one  :)

Cyber Monday: Facebook Retargeting CTR Nearly Doubles, 34% Higher Conversion Rate

By Alison Morris, Director of Marketing at Triggit

Stellar conversion rates, record-breaking retargeting CTRs and impressive campaign growth mean Facebook retargeting will emerge from 2013 as a proven direct response marketing tactic and take its place next to SEM as an always-on channel.

SEM was previously the only efficient and scalable channel to which advertisers allocated extra budget during the holidays, but the landscape has changed dramatically.  As our Year-Over-Year Cyber Monday data shows, Facebook retargeting has matured since last year and is the holiday gift that will keep on giving in 2014.

Advertisers spent a small portion of their online marketing dollars on Facebook retargeting in November and December 2012, only months after the official launch of the Facebook Exchange (FBX) – a time when the industry was still measuring up the opportunity.

One year later, with advanced retargeting technology and ever-increasing performance, it’s no surprise that the number of advertisers shifting more marketing dollars to FBX has continued to grow substantially this holiday season.

Cyber Monday performance on FBX reveals the following year-over-year growth:

As conversion rates rise due to the all day conversion effect, and CTR, CPC and volume grow with the increased adoption of dynamic right-rail and News Feed ads, FBX will go from a curiosity to a necessary, meaningful part of the marketing mix for SEM’s largest advertisers.

Whether reallocating budget to FBX now or allocating 2014 marketing budgets, advertisers can expect FBX to deliver meaningful volume of conversions and at a lower cost, ultimately increasing ROAS this month and next year. In 2014, FBX will become mainstream, so choosing the right FBX partner – with the right technology and proven results – has never been more important.

Retargeting On Facebook: Vendor Reality Check

Today’s blog post is cross-published with FBPPC, the leading source for Facebook advertising news and views. 

By Alison Morris, Director of Marketing

When search engine marketing (SEM) was in its early years, the direct response advertisers who dove in saw a combination of great ROI, scale and immediate conversions never seen before. In a market with little competition, global reach and stellar conversion rates, all you needed to succeed then was some basic search knowledge and an Overture or AdWords account.

As the SEM industry developed, keyword lists and campaign complexity grew, and so did the need for enterprise SEM solutions.  SEM-by-hand turned into Excel spreadsheets, then to web-ified versions, and ultimately to full SEM management platforms that addressed both administrative and ROI optimization requirements. Along the way, many SEM vendors disappeared, while a few hardy platforms emerged whose algorithms and management features gave real, sustainable competitive advantage to the advertisers that used them.  Importantly, the winners and the losers of that platform battle were hard to distinguish from each other until SEM became Google’s toll road and a brutal auction that punished all but the very best.

The Facebook Exchange (FBX), the first of what will become a wave of native advertising platforms, now lets advertisers retarget a strong majority of site visitors quickly, within trusted content streams and with scale and ROI hard to find elsewhere. Yet once again, this channel’s vendors might all look similar, but win-or-lose-all differences lurk just below the surface.

With that in mind, Triggit conducted a study reviewing hundreds of Facebook retargeting ads served by the top eight FBX vendors over a one-month period. Below is a summary of our findings:

  • Ads with dynamic creative are shown anywhere from 0% to 73% of the time, despite the fact that dynamic ads yield 3-5X higher CTR

  • FBX vendors’ ability to serve ads quickly and while purchase intent is still high varies to the extreme — 28% of the time at worst, and as high as 86% at best

To serve dynamic ads consistently over time, vendors must dedicate significant resources to build out reliable feed-based retargeting technology, and offer managed-services to integrate and execute.  At the same time, the technology must offer flexibility to test varying degrees of recency – the time between a user browsing a site and being served an ad.

The large spread in our findings indicates that most first-time FBX advertisers are primarily serving static ads, either as the result of their vendors’ technology limitations, or because their chosen platform has no people to assist them in operating it successfully.  While static ads are faster to launch and easier to maintain, and dynamic technology is, by comparison, resource-intensive, our studies have shown that dynamic ads drive 5x higher CTR at 50% lower CPA’s than static ads.

As we move further into the 2013 holiday season and then into 2014 – which we project will be The Year Of Native Advertising – competition continues to rise. Advertisers must be aware of the percent of dynamic ads served and the percent of ads served quickly, while intent is still high. These two metrics have already proven crucial to FBX campaign success, and will continue to do so as the channel grows and matures.

Please view the full study here: http://bit.ly/I1H4g5

Are You Positioned for Large-Scale FBX Retargeting Success?

By Alison Morris

You’ve no doubt heard the laundry list of record-breaking performance data on the Facebook Exchange (FBX) compared to traditional online channels — higher CTR, higher conversion rates, lower CPCs, and of course, increasingly high ROAS.

What you may not know, however, is that launching and successfully scaling a dynamic FBX retargeting campaign is two parts technology, but also one part experienced services.  As FBX continues to grow in popularity, large direct response advertisers must understand both how to make retargeting technology effective, and what level of DSP vendor services are required if they want to stay in the game. Since the opportunity cost of screwing this up is too large to risk, and not all digital marketers have the relevant experience, let’s talk about the type and extent of technical knowledge needed for large-scale retargeting on FBX.

Integrations. Technical experience at this stage is crucial to getting your FBX campaigns off the ground and on the right foot. So what skill set do you and your FBX partner need to have to avoid setbacks?

  • You’ll need a basic knowledge of either pixel tracking or Javascript code, as this is what’s used to cookie users as they navigate your website. The pixels or coding must be aligned properly with your existing website coding and passing back whatever data you deem relevant – product viewed, order value, revenue, etc. If these are set up incorrectly, you won’t be able to effectively track your retargeting activity.

  • For a dynamic campaign, you’ll of course need a product feed. Don’t be swayed by the ease of setting up a static campaign — feed-based, dynamic retargeting ads drive better performance than static ads with up to 5x higher CTRs and up to 50% lower CPAs. While you may already have a feed, you’ll need to identify your retargeting partner’s feed requirements with regards to feed type, format, product information, and punctuation. Once you have these details, your I.T. team will be key in helping you prepare the product feed, but know that wrong formats, missing product information, even an extra comma in the feed can break the feed process, resulting in lost FBX retargeting opportunities. Check out this sample list of product feed format questions.

  • You’ll need to add web analytics tracking parameters to your coding to measure the retargeting performance within your web analytics program. While you can pass back these values through the retargeting coding, you also want to track these within your company’s web analytics program. This allows you to maintain consistency when comparing retargeting performance against your other marketing channels, as each tracking system varies slightly based on cookie length, first or last click attribution, and so on. Proper tracking will allow you to measure pre- and post-FBX performance as well, as the most successful FBX campaigns will impact your overall website performance. To fully prove the value of this channel, be sure to track your website conversion rate (click, view-through), CTR and CPA before and after FBX.

When done right, FBX is an incredibly effective marketing channel, but if your in-house team doesn’t possess the right technical experience outlined here, you need to partner with a managed services team through your DSP; and even if you do have those competencies in-house, you may want to lean on a vendor with fully-managed services for at least the first 3 -12 months. Your services team will guide you through the entire integrations process, and you’ll be offered greater flexibility than a “one size fits all” approach that is common with many self-serve platforms. Additionally, your service team’s technical knowledge will help you avoid common pitfalls that can cost you time and money during launch, and as your campaigns ramp up, bringing me to my next point…

Troubleshooting. Once your campaigns are live, things can and will go wrong. The most common problems will stem from your coding and feed:

  • Changes can be made to your retargeting coding without your knowledge, resulting in a sudden or slow decline in impressions and conversions.

  • Changes to your feed can cause similar issues, while failure to update a feed as often as needed will result in poorly rendering ads, ads for out-of-stock products, and even incorrect prices within the ad unit.

It’s critical to have an experienced team in place to quickly identify and resolve these technical issues. Given that FBX is still a relatively new channel, keep in mind that alpha/beta tests are in place every day as Facebook, vendors and advertisers push the limits on optimizations that haven’t yet been done before. As this happens, you must be prepared for setbacks so you can quickly jump back in the game.

If you’re using a self-service platform and aren’t aware of how to identify and resolve these technical issues, be prepared to wait days to weeks for a response to your help request and then additional time to actually resolve the issue. This can cost you a pretty penny – both in terms of actual dollars lost, and the opportunity cost as competitors snatch up potential conversions. With a thorough understanding of the integrations set up, your coding, feed and tracking parameters, you and your DSP’s services team should be able to quickly turn things around.

Without the appropriate knowledge, even the best technology can threaten your ROI as you encounter bumps in the road. A managed services team will ensure that your dynamic FBX campaigns are set up for success from day one, and proactively identify potential issues moving forward so that you can focus on driving ROI. The result? A hybrid technology and services approach that quickly positions you for large-scale retargeting success on FBX.

Triggit FBX CTR Blows Nanigans Out Of The Water

FBX users convert at an extremely high rate compared to traditional online channels. The higher your FBX traffic, the higher your conversions. So how do you get more traffic without breaking the bank? Improve your CTR.

In its Facebook Retail Benchmarks (Oct 2013), Nanigans revealed their aggregate FBX retail CTRs, proving that over 200 retailers could instantly improve their CTR and get 3X higher ROAS with Triggit!

Based on Nanigan’s published data & data from ten Triggit retailers chosen at random, Triggit’s FBX RHS ads CTR is 240% higher, while our FBX News Feed ads CTR 47% higher. All other metrics held constant, Triggit’s higher CTR will result in 3x higher ROAS, showcasing that CTR is the most important metric in driving revenue on FBX.

Check out our FBX Retail CTR comparison, and remember that when given a choice between a low or high CTR, a high CTR is crucial to the success of your FBX retargeting efforts.

FBX Retargeting & The Holidays: Top 5 Things Every Retailer Should Know

By Alison Morris, Sr. Strategic Account Manager

This holiday season, U.S. online sales are expected to increase 15% year-over-year. With online shoppers’ projected spend close to $62 billion in November and December, are you ready to capture your company’s share of this massive market?

While many advertisers have jumped on the Facebook Exchange (FBX) bandwagon to drive online sales during the holidays, and throughout the year, not everyone is capitalizing on this über-efficient source of traffic. Since 2012, as we’ve successfully navigated the FBX maze and witnessed our share of advertisers’ mistakes, we’ve seen dramatic growth in performance with a 27x increase in CTR and a 50% decrease in eCPC. If you’re not yet on FBX, you’re missing out on this relatively inexpensive, qualified traffic that your competitors are going after, and your piece of this year’s holiday-spending pie could be smaller than you’d hoped. Fear not, there’s still time to ramp up your FBX retargeting efforts to ensure you have a happy holiday season.

Given that mistakes can be costly and the stakes are high, follow these five tips to get the most bang for your buck from your FBX retargeting campaigns:

1. Be dynamic. You’ve no doubt heard the importance of dynamic versus static FBX ads, but check out these impressive stats: Dynamic right-hand-side ads drive up to 5x higher CTRs with 30% lower CPAs compared to static ads, while dynamic Newsfeed ads drive up to 3x higher CTRs and 80% lower CPAs. Simply put, dynamic ads are the game changer in the FBX retargeting space, so if you haven’t yet set up a dynamic, feed-based campaign, the time is now. You’re likely to run into bumps along the way that could cost you time and money, so be sure to follow our tips below:

  • First, talk with your FBX partner to understand their feed requirements. Check out our previous blog post for a list of questions to get your integration strategy ready for the holidays.
  • Next, connect with your technical team to discuss 1) the dynamic code that will need to be placed on your website, and 2) the product feed.
  • Now you can determine the appropriate timeline for getting your dynamic campaign up and running, and ultimately, driving hugely efficient traffic back to your website. This can take anywhere from 1-3 weeks depending on the complexity of your website and product feed, so talk to your DSP and your technical team sooner rather than later.

2. Location. Location. Location. FBX News Feed ads drive up to 50% higher CTRs and up to 50% lower eCPMs than right-hand-side ads. If you don’t yet have FBX News Feed ads up and running, add this to your pre-holiday to-do list right away.

3. Not all users are created equal. Would you bid the same for someone who visited your website ten days ago as you would for someone who visited ten minutes ago? What about a user who visited a product page versus a shopping cart page?

A well-thought out segmentation strategy will ensure that you’re targeting different user segments appropriately, as opposed to treating all users the same. We’ve seen many advertisers make this mistake, and pay for it, so start with these two segments to realize greater efficiencies:

  • Recency: How long ago did a user visit your website? You’ll want a more aggressive approach for users who visited your site 1-2 days ago vs. 6-10 days ago.
  • Page Type: Which page did a user last visit before leaving your website? You can segment users based on their stage in the purchase funnel, being the most aggressive in your targeting strategies for those users who left a shopping cart page, followed by those who visited a product page, a category page, and finally, the home page. While homepage and category page segments may bring in significant volume, you may find that these users don’t convert very well, and you can bid less or stop targeting these users altogether.

4.  Know what you want. With a clearly defined ROI goal, you know exactly what you want, and what you’re willing to pay. Keep in mind that while competition increases during the holidays, your conversion rates and average order value (AOV) are likely increasing as well. This means you can afford to bid more aggressively to ensure your CTR remains strong, even in the face of high competition. It’s important to review your data daily so you can quickly react to any changing trends and convert the users you want, at the price you want, before your competitors do so.

5. More users, more retargeting volume. Remember that retargeting volume is most impacted by your website’s unique user count, so it’s important to ramp up your other online marketing channels to drive increased traffic. While e-commerce traffic naturally increases during the holidays, talk with your Marketing team about upcoming email campaigns, online sales and holidays promotions, as these should create spikes in traffic that positively impact your retargeting campaigns.

The theme every holiday season seems to be “more.” More food, more presents, and, for online retailers, more online sales. We’ve been around the FBX block since the 2012 holiday season, so take it from us and follow these tips for a top performing FBX retargeting campaign. You’ll be sure to realize more traffic, more conversions, and more of the 2013 holiday-spending pie.

Wrapping Up The Year With A Live, Dynamic FBX Campaign

By Prachi Mishra, Marketing Manager

Today’s blog post is cross-published with FBPPC, the leading source for Facebook advertising news and views. 

RSVP for Wrapping Up the Year with FBX, Oct 24th at 11am PST now!

Integrations. For the typical display or SEM holiday campaign, “integrations” don’t exist; however, when it comes to retargeting, integrations are the key to utilizing your first party data to relevantly retargeting your site visitors.

Since many DR marketers have plans to run FBX campaigns for the holidays, we thought would share a quick insight: integrations are surprisingly complicated and can very quickly become a lengthy process. Having worked with the world’s largest retailer and travel advertisers, we’ve learned firsthand which issues can draw out the process. We’ve also learned proactively preparing for the integration process can speed up the process dramatically.

We’ll be hosting a webinar, Wrapping Up the Year with FBX, on Oct 24th with 3QDigital (formerly PPC Associates), to help you ensure a speedy integration process so your dynamic FBX campaigns are live and ready for the holidays. We’ll be sharing our best practices for those signing up with full-service vendors while Alicia Antoniolli, from 3QDigital, will share her insights from the agency perspective. Sign up now for the webinar next Thursday at 11am PST/2pm EST, so you can get the tips and tricks for a seamless FBX integration.

Today, a sneak preview of some of the time-saving tips you’ll get on Thursday!

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Integrating Your I.T. Team from Day 1

The implementation process consists of two major parts: 1) pixels or javascript need to be placed on your site and 2) product feeds to be processed. While both steps seem straightforward, most marketers don’t have the technical ability or authorization to modify the company’s website code, and many marketers fail to factor in the I.T. Dept ‘queue’ before signing the IO. Often, the I.T. request is stuck in a queue whose average waiting time is 2-4 weeks. Unfortunately, implementations are like building a pyramid – each stage of the process builds off the last. Waiting to place the pixels set can hold up the entire implementation process.

Recommendation: Understanding your company’s process and how it will affect the timeline of your campaign integration will help you and your vendor plan next steps. Make clear to I.T. when you need tags placed in order to meet your timeline.

 

Product Feeds – It’s all in the Details

Product Feeds are incredibly important for creating relevant, dynamic creatives, but feeds also can create major hassles in the integration process. Your I.T. team will be key in helping you prepare the feeds, but know that wrong formats, missing product information, even an extra comma in the feed can break the feed process, resulting in no dynamic ads, lost FB retargeting opportunities and lost time relative to Q4 conversion opportunities.

Recommendation: Be proactive and find out exactly what the feed requirements, type of feed (format, product information, and punctuation) your vendor needs. By asking your retargeting vendor specific questions and preparing your feeds accordingly, you will be able to bypass days of back-and-forth troubleshooting and get straight to ROAS & full conversion volume.

Product Feed Format Questions

  1. What type of format do you prefer?
    1a.  Our products have special characters and accents, do you still recommend that format?
  2. What product information do we need in the feeds? i.e.) product ID, URL, image, etc
  3. Are there any specific formatting rules we should be aware of?

By asking these simple questions, you will be able to proactively make changes to align your product feed with your vendor’s feed processing tech & processes. While it might take a little bit of time on your end to format everything correctly, you will be saving time in the long run by avoiding the long delays associated with product feed issues.

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This is just a quick preview of all the learnings to come! Make sure to sign up on Eventbrite to save your space now and make the 2013 holiday season the merriest possible with FBX.

So You Wanna Retarget Dynamically in the FB News Feed Before The Holidays?

Webinar: Wrapping up the Year with FBX – Oct 24th at 11am PST

By Prachi Mishra, Marketing Manager

As we settle into fall, direct response advertisers have just one thought on their brains: the holidays are coming.

Like it or not, holiday season 2013 is upon us. And as Triggit goes into our second year helping large advertisers retarget dynamically on FBX, we want to share what it’ll take to go from “Let’s retarget on Facebook” to delighting – and converting – millions of potential customers with relevant ads in the News Feed.

Most importantly, getting an FBX retargeting campaign running is not as simple as your typical display or SEM campaign. It’s surprisingly complicated. There are several moving parts, multiple parties involved and it usually takes longer than you wanted. But the other thing we’ve learned is that implementation time – and frustration – can be cut down significantly by walking in the door prepared.

Now, since you’ve been on your best behavior all year, we’ve decided to treat you early… with a webinar! With our tips and tricks, we promise you won’t be left out in the cold this winter. Wrapping up the Year with FBX will outline all the technical aspects of the implementation process, who to get on board in advance, and what exactly what you’ll need to turn over to seamlessly get your News Feed and right-hand rail holiday campaigns live with a full-service FBX retargeting firm.

To bring a seasoned multi-channel marketing perspective to the conversation, we’ll be joined by by Alicia Antoniolli, from 3QDigital (formerly PPC Associates), who will share learnings and best practices from a digital agency marching side-by-side with its direct response clients into the holiday season. We’ve got the warm fur coat to cover you up on all sides!

Sign up today on Eventbrite for the Oct 24th webinar, and feel free to forward to colleagues. We promise the webinar will make you the jolly one in your office this holiday season. RSVP now at http://wrapping-up-the-year-with-fbx.eventbrite.com/

Increase Retargeting Success on FBX: Bidding Opportunities

Today’s blog post is cross-published with FBPPC, the leading source for Facebook advertising news and views

By Dana Kaplan, Lead Data Wrangler

When building out an effective retargeting campaign, choosing the right ad exchange and inventory is often a very important (and rarely discussed) factor in meeting your ROI goals. But, in addition to finding your intent-laden users out in the internet wilderness (Hint: FBX!), making sure your message is relevant (Hint: dynamic creative!), and all the other retargeting best practices (Hint: FBX playbook!), actually having enough opportunities from which to choose in order to serve your users ads is a key part of your performance. This begs the question: exactly how different is Facebook Exchange (FBX) from other exchanges when it comes to the volume of opportunities to buy impressions for each user?

To get an answer, we looked at a dataset of 1 million unique users, randomly sampled from our clients’ retargeting pools, and counted how many times they showed up for auctions in different exchanges for a single day. Our hypothesis was that because users browse Facebook pretty heavily when they visit and also tend to visit more than once a day — as opposed to general display ad inventory that could occupy a blog or news site article someone may visit only once a day — we will have much more biddable opportunities for each user we find on FBX.

First observation: The average cookied user we found on FBX appeared in 3.5x more auctions per day than Google’s ad exchange (Google AdX).

In essence, if we find a user on FBX, we can expect to have more than 3.5x times the opportunities to bid on impression inventory for them compared to Google AdX. However, averages only provide so much insight, since there could be a subset of FB users who HEAVILY browse the site and show up for many more auctions; therefore inflating the FBX average.

 To get a better sense of the volume of chances to bid on a user, let’s look at a frequency histogram of the dataset. The horizontal axis represents biddable opportunities per cookied user found on each exchange. The vertical axis is the % of each exchange that those cookied users make up:

Second observation: The percentage of cookied users found on Google AdX drops quickly, compared to FBX, as opportunities per user increases.

Looking at the chart, you’ll notice that in section “A”, which represents users who showed up for only 9 or less auctions per day, more than 60% of the cookied users found on Google’s exchange fall in that category. In sharp contrast, less than 20% of cookied users found on FBX appeared in 9 or less auctions. As we move into section “B”, the % curve of Google’s users drops suddenly and the FBX curve tends to spread out its % of users as auctions/user increases along the horizontal axis.

Illustrating the key takeaway from the above observations, here are the percent of users in each exchange who appear for auctions 10 or more times a day:

Essentially, when an advertiser finds one of their cookied users on FBX, they can expect to have MANY more biddable opportunities to show them an ad. What does more opportunities give us?

— The freedom to be more discerning how you bid and, in turn, more strategic and efficient buying per user:

  • Play around with “frequency” and “recency” – perhaps you have found your campaign to be very effective when serving as many impressions as possible to your cookied site visitors in the first day of visiting your site, and then capping at a lower volume of impressions after that. Having more opportunities to bid affords us this flexibility.
  • Be a patient bidder who waits for more efficient opportunities to retarget the right users while avoiding competition – Not only can you expect 3.5x more opportunities per day than other ad exchange inventory, but the other benefit of FBX is the consistent inventory ecosystem; being picky about price doesn’t mean the ad will be in any worse location or among worse content.

— As more advertisers enter the FBX channel, especially heading into Q4, we can expect competition won’t inflate CPMs as quickly as other channels:

  • Remember, in retargeting, we are bidding for the user, not just straight impressions. If each user’s “supply” (biddable opportunities) is very high, then it can absorb more of the holiday “demand” (different advertisers bidding on that user) before prices inflate.

As Triggit’s “Data Wrangler,” it’s been interesting to look at how much better FBX has performed among more established channels like search and general display networks in standard metrics such as CTR, Conversion Rates and CPC. Knowing that FBX is a different beast, with people browsing Facebook with a different mindset than other parts of the web, it’s important to try and see what behavior under the hood is generating this stellar performance. Being able to generate so many more auctions per user simply adds to the growing list of reasons why FBX is the most effective channel for direct response advertisers today.