Succeeding with Instagram Ads

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    12-Apr-2017

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  • @arshi3

  • CAPTURE AND SHARETHE WORLD'SMOMENTS

  • MONTHLY ACTIVESWORLDWIDE

  • 400MM MONTHLY AND GROWING

    Source: eMarketer, US, July 2015.

    Projected user growth(eMarketer estimate)

    2013 2014 2015 2016 2017 2018 2019

  • MOBILE FIRST

    Source: Nielsen Mobile Netview, US, June 2015.

    1 in 5 mobile minutes

  • CONTENT NATIVE

    TO THE EXPERIENCE

    NOVEMBER 2013

    HISTORY OF INSTAGRAM ADVERTISING

    230k likes

    michaelkors 5:15 PM: Pampered in Paris #MKTimeless

    View all 1,783 comments

    michaelkors

  • HISTORY OF INSTAGRAM ADVERTISING

    PHOTO

  • HISTORY OF INSTAGRAM ADVERTISING

    PHOTO VIDEO

  • PHOTO VIDEO CAROUSEL

    HISTORY OF INSTAGRAM ADVERTISING

  • COMMUNITY TAKING ACTION

  • ConsumerExperience

    AdvertiserPlatform

  • POWERFUL TARGETING TO DRIVE RELEVANCE

    Demographics Location Interests Behaviors

    Top Partners LookalikesCustom Audiences

  • SOLUTIONS THROUGHOUT THE FUNNEL

    Guaranteed Impressions

    Reach and Frequency

    Video Views

    Post Engagement

    Website Clicks

    Website Conversions

    Mobile App Installs & Engagement

    Brand

    Direct Response

  • BRAND OBJECTIVES

  • BRAND TOOLKIT

    Photo

    Now supports landscape

    Video

    Now supports landscape,

    slideshow and up to :30

    Carousel

    Now includes link on first frame

    Buying

    Marquee

    Reach and Frequency

    Marquee

    Reach and Frequency

    Video Views

    Marquee

    Reach and Frequency

    Measurement

    Nielsen DAR (OCR) (Select Markets)

    Nielsen TAR (XCR) (Select Markets)

    Facebook Brand Lift

    Nielsen Brand Effect

    Millward Brown Brandlift Insights

    3rd party ROI Datalogix (US)

  • REAL RESULTS ON INSTAGRAM

    Source: Instagram analysis of Nielsen Brand Effect results, between November 2013 and September 2015.

    OVER 700+ CAMPAIGNS

    98%of campaigns have

    generated significant

    lift in ad recall

    18ptaverage ad recall lift

    2.8xhigher than Nielsen

    norms

  • PLANNING FOR YOUR OBJECTIVES ON INSTAGRAM

    Media Objective KPIs Recommended Buy Recommended Campaign Objective

    Single-day impact

    Greater than 1x/day

    frequency

    1-day Reach Marquee (select markets) N/A (insertion order)

    Predictable reach Reach, Frequency Reach and Frequency Brand Awareness (coming soon)

    Efficient reach Reach, CPM Auction (CPM optimized for reach)Brand Awareness (coming soon)

    Video Views

    Efficient video views Video Views, CPVs Auction (CPM optimized for views) Video Views

  • CASESTUDY

  • CAPITAL ONE

    Instagram helps us drive brand awareness and reach new

    audiences by bringing our time-honored tagline to life in a new

    and innovative way: #WalletStories.

    MARC MENTRY

    SVP, BRAND MARKETING

    Capital One

    16 pt 3 pt25 ptLIFT IN AD RECALL LIFT IN AD RECALL

    AMONG PEOPLE 45+LIFT IN FAVORABILITY

    AMONG 21-24 AGE GROUP

    A STORY IN EVERY WALLET

  • CASESTUDY

  • CAPTURING THE SIGNS OF SUMMER - RESTAURANTMCDONALDS AUSTRALIA

    47 pt 4 pt 4 ptLIFT IN MESSAGE

    ASSOCIATION

    Instagram gave us the opportunity to connect with a highly engaged community over summer in a way that felt natural and respectful of the

    creative platform. With customer insight at the heart of the campaign,

    we delivered product- and brand-messaging in a subtle yet engaging way.

    The results speak for themselves.

    MARK WHEELER

    Director of Digital -

    McDonalds ANZ

    LIFT IN AD RECALL LIFT IN BRAND FAVORABILITY

  • DIRECT RESPONSE

    OBJECTIVES

  • A PLACE FOR DISCOVERY

    Visited a website for more information

    Searched for something specific you saw

    Shopped or made a purchase

    Told a friend about a post

    60%of people learn about

    products and services

    on Instagram

    75%of people take action

    after being inspired

    by a post

    Source: Instagram user survey, November 2015.

  • DIRECT RESPONSE TOOLKIT

    Available Solutions

    Website Clicks & Conversions

    Calls-to-action: Shop Now, Book Now,

    Learn More, Sign Up, Download, Watch

    Now, Contact Us, Apply Now

    Reporting: Facebook Pixel

    Mobile App Installs & Engagement

    Calls-to-action: Install Now, Use App,

    Book Now, Download, Learn More, Listen

    Now, Play Game, Shop Now, Sign Up,

    Watch Video, Watch More

    Reporting: Facebook and Partner SDKs

    Carousel Ad

    with link

    Video Ad

    with link

    Photo Ad

    with link

  • CLICKING AN INSTAGRAM AD

    Tapping ad photos and

    videos drives to overlay,

    confirming intent to click

    through to website or

    app store.

    Call-to-action buttons

    click with one tap.

    1 2 3

  • Target wanted to acquire new customers through its

    mobile savings app, Cartwheel. It launched an "Install

    Now" campaign using Facebook's lookalike targeting on

    Instagram. Over two weeks time, Cartwheel saw

    a ~43% savings per install on new Cartwheel users.

    SARAH PETERSON

    PRODUCT AND BUSINESS LEAD

    Cartwheel

    43%SAVINGS PER INSTALL

    DRIVING EFFICIENT APP INSTALLSTARGET

  • DRIVING CONVERSIONS

    Its a new market, full of new possibilities and with engaged

    consumers that experience brands and content in a wildly

    different way. This test has proved to us that, along with

    providing much-needed campaign synergy, Instagram has

    indeed customers which can be reached and in turn be engaged

    with our content. It really shows promise.

    Return on ad spend

    5.1xClick-through Rate

    1.3%

    21.5k likes

    Sponsored

  • FRAMING MOMENTS THAT MATTERFRAMEBRIDGE

    decrease in customer

    acquisition cost

    Instagram provides an exciting opportunity to connect with a

    highly engaged digital audience committed to sharing their

    favorite life momentsMATT CARRINGTON

    VP Marketing

    Framebridge

    9,565 likes

    framebridge Custom frame your Instagram photos.

    Easy online ordering and free shipping. Delivered to

    you ready to hang. Only $39!

    framebridge Sponsored71%click-through rate

    1%increase in click-through

    rate over companybenchmark

    46%

    Framebridge ads include images by Design Love Fest.

  • RECOMMENDATIONS

    Campaign Setup Run across Facebook and Instagram

    Drive to mobile optimized landing page

    Targeting & Bidding Apply your Facebook targeting to get started

    Bid for your business objective

    Creative Leverage existing assets to get started

    Take advantage of Carousel Ads performance benefits

    Reporting Setup cross-device reporting (Facebook Pixel and/or

    SDKs)

    Attribute referral traffic to Instagram

  • CREATIVE

  • GETTING STARTED IS EASY

    1. Link your Instagram account, or use your

    Facebook Page to advertise on Instagram

    2. Include Instagram in your new and existing

    Facebook ad sets

    3. Manage, optimize and report together