Facebook evolves advertising space
Facebook is opening a number of mediums to benefit its clients aimed at attracting consumers to advertisements and enticing them to make a purchase or decision based on these. This was highlighted by Facebook Partner Manager for South Asian and South East Asian markets Cindy Ngyugen.
During her presentation made on Monday at the Jetwing Colombo Seven hotel, she presented the insights, tips on planning, unblocking creative potential and new developments on Facebook’s multiple channels and tools. The event was organised by Loops, an integrated creative agency that uses pivotal data through Facebook-driven marketing and streamlining them to best suit client requirements and is a digital marketing agency in Sri Lanka.
Allaying some of the myths of Facebook advertisements, Ms. Ngyugen explained, “Social is not an objective” inspite of the fact that Facebook started out as a social media platform.
She noted there is a difference between social behaviour and social interaction, and pointed out that the role of the Facebook had evolved today.
Step one of the process is social listing and reputation management; step two is social advocacy and influence; and step three is its marketing platform, the expert on utilising the Facebook’s advanced tools from APAC headquarters in Singapore, stated.
She explained that more people could be accessed across different platforms.
Instagram would provide content from people you don’t know; and also stories in advertisements was another interesting manner in which to attract people by showcasing love stories and using your images for the stories.
Video polling, she said would actually ask people to vote real time and thereby make a final purchase decision through augmented reality advertisements.
Mobile first videos, Ms. Ngyugen said should be less than 15 seconds and that would be the time frame within which a consumer could be attracted to an advertisement. Through this the human brand is evolved and it has been found that 65 per cent of lift in brand awareness can be delivered.
Moreover, with messaging you can create awareness about a product; find out about a product; compare the prices and features; and even pay (this is being worked on), she said.
She briefed on how messenger works well for the FMCG sector by issuing coupons to consumers in addition to product cataloguing and even selling tickets directly through this channel.
Ms. Ngyugen also spoke of the offline conversion that provides information on how many consumers actually visited a store following an advertisement they saw.
Commenting on how people consume and trends, she explained that creative performs better when optimised for the mobile device.
Through this channel it is important to use more slides in the presentation of the advertisements; opt for sound and even without it; brand name at the start and end of the commercial; and get people to play more and have fun.
People first and country first; business must be impactful; an innovative platform to be used; and ideas inspired to create a lasting impact.
There is a positive interrelation between Loops and Facebook that adds value for the services rendered by Loops to its customers, a media release issued by Loops stated.
As such, with the assistance of Facebook, Loops is currently able to optimise the use of Facebook’s channels and tools including Instagram, Messenger, Audience Network and Ad tools for their brands.