What’s going on in digital marketing this week?
Measuring Conversions on Facebook, Across Devices and in Mobile Apps
On Wednesday, Facebook announced that you can now Measure Conversions from Facebook ads Across Devices and in Mobile Apps! When I look at my ads reports I can now add columns that will show me what device the user saw the ad on and what device they used to make the conversion.
Here’s an example scenario that Facebook provided in their announcement:
Imagine seeing an ad for a product on your mobile phone while in line at the bank. Do you immediately make a purchase on your phone? Probably not. But perhaps you go back to your office later that day and buy on your desktop computer. Such cross-device conversions are becoming increasingly common as people move between their phones, tablets and desktop computers to interact with businesses.
These new statistics will give us vital information about how our customers interact with our campaigns and what devices they use.
Check out this statistic … Facebook looked at people who showed interest in an ad on a mobile device before converting … this was in the US … over 32% of those people converted using a desktop computer within 28 days. They started with a mobile ad and 32% finished their conversion on a desktop.
This is going to be fun data to crunch.
Twitter Introduces Promoted Videos
Twitter announced promoted videos on Tuesday. Earlier this year, they began testing out a Twitter Video Card, similar to lead generation and website cards.
Brands will be able to upload videos directly to Twitter rather than using a third-party like YouTube. They’re also offering a Cost Per View (CPV) buying model for the new ads.
Brands, publishers and a subset of verified users will be able to upload videos during this beta program. If you have a personal account that doesn’t have the blue verified checkmark, like mine (@bjsmithstrategy), then you’ll just have to wait. There’s no word when or if it will be available to everyone.