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BW Businessworld

The Social Circuit: Better Measurements Guaranteed

Facebook recently launched several new tools for Atlas, a people-based measurement and ad serving platform that works across different publishers.

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Facebook recently launched several new tools for Atlas, a people-based measurement and ad serving platform that works across different publishers. A new video ad serving feature, it claims, can ‘make it easier to tell vivid brand stories to real people’ and measure value across devices, all within the platform.

According to the company’s insights from its testing an off-Facebook buying option, the only formats that add value to advertisers are mobile, native and video. Digital accounts for only 32 per cent of US sales. To help marketers increase the conversion rate, it launched another tool to close in the loop between online activities and offline sales. Called ‘offline actions’, this tool ties offline sales to online ad spend and ensures digital investments get the credit they deserve.

“Advertisers who measure their ads with Atlas can now upload their point-of-sale data and understand within minutes if their online ads are influencing offline purchases. Many marketers still choose to deliver and measure their ad campaigns using desktop — first tools that are not built for a cross-device world — and they’ve got the wasted spend to show for it. With Atlas, which is built for cross-everything ad serving and measurement, we can help every marketer see where their ‘Wanamaker waste’ lives,” said David Jakubowski, head of Ad Tech, Facebook, in a company blog post.

The Virtual Game

The International Cricket Council and Twitter have tied up to introduce a range of interactive experiences for the ICC World Cup Twenty20. The initiative include Twitter Trump Cards, new Twitter Emojis based on cricket, #WorldT20Heroes and #AskCaptain. Users can tweet with #WT20Heroes live during the game to get a digital Trump Card of their favourite player across 16 teams participating in the T20 tournament. Twitteratis can also tweet with the hashtag #AskCaptain to participate in a live post-match interview.

What They Love

An infographic from digital marketing firm ReachLocal shows that mobile is the biggest change that consumers love. In 2015 mobile search outpaced desktop search for the first time and currently 79 per cent of consumers use their phones to conduct local searches. About 72 per cent want to visit mobile friendly sites, and 74 per cent would revisit mobile friendly sites.

The Challenge
The 2016 B2B Marketing Trends report show that lead generation is still a challenge for marketers; 68 per cent rank “generating high-quality leads” as their top priority, but 60 per cent also see this as their biggest challenge; only 16 per cent rate their lead generation efforts as “very” effective.

Sajjan Jindal @sajjanjindal59

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Paul Polman
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