Hey hey! Welcome to the August 2017 edition of What You Need To Know About Digital Marketing. In this edition, we’ll discuss Facebook in-stream video ads, Google ad blocking and Facebook penalizing slow loading websites. Enjoy!
Facebook Now Offering In-Stream Video Ad Buys
For advertisers, it means more ad opportunities. For users, it means more commercials.
Facebook is now offering marketers the ability to buy video ads specifically for in-stream placements on Facebook and its Audience network.
Facebook In-stream ads will appear in videos that are a minimum of 90 seconds in duration. Once a certain portion of the video is viewed, an ad will appear. Once the ad ends, the original video will continue to play. The ads can be 5 to 15 seconds long.
Until now, Facebook advertisers were only able to run video ads via individual posts that would show up on users’ feeds. Why did Facebook decide to roll out in-stream ads?
“It’s to let agencies and brands drive the most value from their spending,” said Kate Orseth, product marketing manager for media monetization at Facebook. She continued, “It’s really rooted in consumer behavior and what we’re seeing unfold. We see a lot of short, on-the-go video consumption in Newsfeed, and longer-form, lean-back viewing on Facebook [Pages] and offsite via Audience Network.”
Facebook also says that in their testing phase, in-stream ads on both Facebook and Audience network produced solid results. More than 70% of the ads were watched to completion.
If your business is currently engaged in a video marketing campaign on Facebook, then you should strongly consider activating in-stream ad placements.
Google to begin blocking annoying and intrusive ads in 2018
In an attempt to improve the users’ online experience, Google has announced that starting in 2018, the Google Chrome browser will include technology that will block annoying and intrusive ads. Ads that compliment the user experience will continue to show, but the ones that disrupt it will be blocked from visibility.
A recent Hubspot survey shows that 83% of consumers felt that not all ads are bad, but people would like to filter out “really obnoxious ads.” 77% of those surveyed also agree that they would like to be able to filter ads instead of completely blocking all ads. Basically, all ads aren’t bad…just the ones that disrupt the user experience.
So, what types of ads are categorized as annoying and intrusive? Google is leaning on The Coalition for Better Ads to define them. Here’s their list of the “least preferred ad experiences”:
Desktop: Pop-up ads, auto-playing video ads with sound, prestitial ads with countdown, large sticky ads.
Mobile: Pop-up ads, prestitial ads, ad density higher than 30% of screen, flashing animated ads, auto-playing video ads with sound, postitial ads with countdown, full-screen scrollover ads and large sticky ads.
How many of these awful ad types do you see on a daily basis? The answer for all of you is too many!
With over 1 billion people now using Google Chrome as their default browser, websites featuring these annoying ads will need to move quickly in modifying their webpage/ad positioning structure so their ad revenue doesn’t take a huge dip.
2018 can’t get here fast enough. Thanks Google!
Facebook To Position Posts Featuring Links To Slow Loading Websites Lower In The News Feed
We’ve been preaching for quite some time about how having a slow-loading website will negatively affect your business. It provides a poor user experience that drives up bounce rates and crushes your search rankings on Google, Yahoo and Bing.
If taking a dive in the search engine rankings wasn’t bad enough for your business, now your Facebook visibility is going to take a hit too.
Facebook has updated their news feed algorithm to show users more stories that load quickly on mobile and fewer stories that take longer to load.
We’ve heard from people that it’s frustrating to click on a link that leads to a slow-loading webpage. In fact, even more broadly on the internet, we’ve found that when people have to wait for a site to load for too long, they abandon what they were clicking on all together. As many as 40 percent of website visitors abandon a site after three seconds of delay. – Facebook
So, It’s already bad enough that your website ranks poorly on Google, but now you run the risk of never having your website exposed on the largest social media platform in the world. That’s downright scary. Can your business afford to take this risk?
Fixing your website speed can be done by hiring a seasoned web developer or SEO expert. These guys know what speed problems to look for and how to fix them. The costs shouldn’t be too steep.
Facebook has published a best practices to improve mobile site performance page that provides a top 10 list of speed best practices that you’ll want to follow. We highly recommend that you check it out.
That’s it for this month’s edition of What You Need To Know About Digital Marketing. Enjoy your last few weeks of summer!
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