Google AdMob has made user-friendly changes, while Facebook is still ad king
GOOGLE LENDS A HELPING HAND TO APP DEVELOPERS
Google AdMob, which was built as a free platform that gives app developers a way to earn money by display targeted ads alongside their app content, has recently upgraded its reporting and analytics for mobile developers and publishers. This will provide publishers with more accurate insights into user behaviour, ad performance and revenue.
The changes include revamped dashboard views with a user metric card, revenue report which includes in-app purchases, rewarded ads report and general expanded functionality.
In the AdMob dashboard, users will be able to see metrics such as estimated earnings (down to the app, ad unit, format and country). More detailed insights are now displayed, and show engagement metrics around session duration, ad exposure, active users and retention. Graphs are more interactive and are optimised for ease of reporting, as well as comparison.
This more granular level of insights provided in the AdMob update is important for both developers and for marketers. Developers and publishers that use AdMob can now access more holistic reporting, better insight into users and information that can lead to smarter decision-making around monetisation. This also comes hand-in-hand with marketers’ interests – more successful ads mean more revenue for publishers, so it is an update that can be capitalised on and used for troubleshooting advertising effectiveness.
FACEBOOK IS STILL THE AD GIANT, TAKING 60 PER CENT OF TOTAL AD SPEND ACROSS FACEBOOK AND INSTAGRAM
As ever, Facebook is a soughtafter playground for advertisers. Socialbakers’ Key Social Media Trends Report has revealed that more than 60 per cent of all ad spend is allocated to the Facebook News Feed. The social media management platform investigated Facebook and Instagram ad performance for over 140,000 accounts and found that 60 per cent of the total ad spend on Facebook and Instagram was going to Facebook News Feed ads.
Socialbakers also reported that Instagram feed ads came in second at 20 per cent, and the rest of the top five – Instagram Stories, Facebook suggested videos and Facebook in-stream videos – combined for about 10 per cent.
On the other hand, interactions on Instagram have remained steady, whereas median interactions for Facebook posts have dropped 3.3 per cent compared with 2018.
With regards to actual conversions and advertising campaigns, Facebook has proven Looking for more leading advice from the digital marketing experts at News Xtend? Find out more at www.newsxtend.com.au or call our expert James Comino on 4052 6604. itself to be the best for more action-oriented campaigns. Since the report found that CPMs (cost per impressions) across Facebook and Instagram feeds were similar, there won’t be much of a disparity between Facebook and Instagram for brand awareness campaigns, but for marketing campaigns aiming for engagement or specific calls-to-action, Facebook’s lower CPC seems like the better deal.
Looking at this information, we can deduce that Facebook holds its position as the advertising giant among other social media platforms.
RECOMMENDATIONS BASED ON PREVIOUS PURCHASES OR SEARCHES IS THE MOST POPULAR FORM OF PERSONALISED ADVERTISING
A recent study by Dept has revealed some insight into how consumers feel about personalised marketing within the retail sector. In a survey of 1000 consumers (UK-based), most respondents were positive about timesaving and functional techniques.
The study also found that location-based, interest-based and past-purchase-based offers were the most popular, as consumers did like to be aided in finding what they want.
Overall, people tend to dislike overtly sales-driven personalised marketing, and any intrusive personalisation. Younger consumers also tended to be more receptive than older consumers.