Biz Tips: 5 hacks from Google, Twitter, Facebook, Criteo and Teads to boost your mobile performance

Biz Tips: 5 hacks from Google, Twitter, Facebook, Criteo and Teads to boost your mobile performance


5 hacks from Google, Twitter, Facebook, Criteo and Teads to boost your mobile performance

Ad Summit Kyiv, held on May 16–17, featured 20+ marketing execs from top companies like Google, Tune, Facebook, Twitter, Criteo and others to share their case studies on mobile and video advertising.

All the speakers were unanimous that businesses should have digital transformation at the top of their agenda for 2019 to survive. Don’t roll your eyes: CIOs lead transformation in 37% of firms while CMOs lead transformation in only 12% of companies, according to Forbes report.
It’s a high time to start executing technology shifts and better understand how to use innovative technologies to complement your current operations.

Here’s a recap from the intensive 2-day conference to get you started.

The Hottest Advertising Format According to Twitter

Keenan Timko, Account Director at MoPub (Twitter’s subsidiary) joined Ad Summit to reveal the hottest ad format in the industry these days. With US digital video ad spending expected to reach $20 bln in 2020, mobile video is today’s top advertising format.

More and more advertisers are relocating their budgets to video ad formats. Why? Because videos are 6X more likely to be shared with other users. This ad format is far more viewable, as 80% of video content is seen vs 48% for photos. Videos also drive 95% completion rates and a 26% increase in the purchase intent.

According to Keenan, rewarded videos are now a win-win ad format for publishers, advertisers and users. The latter get something they need or want from the app, while advertisers get successful video completions.

The Death of Print Media and the Birth of Outstream

We’re living in the mobile era and printing industry is on a decline, but it doesn’t mean that people are forgetting how to read. In fact, 59% of users read news article vs. 24% watching news video. Fabio Corona, Global SVP of Business Operations at Teads, stipulates that 2 years ago large publishers, like the Washington Post, faced difficulties in monetizing their audience on mobile devices without ruining their overall experience. Pre-roll and interstitial videos were the 2 main reasons why users installed ad blockers. Outstream formats really changed the game for them.

Fabio sees AI as the technology that can help both publishers and advertisers in the nearest future. AI is starting to dynamically “create” ads (DCO — dynamic content optimization) thus providing users with a truly personalized ad experience.

Connect Online and Offline Shopping Experience

Keeping online and offline shopping separate is no longer tenable. According to DEC’s Holiday Half-Time Report 2017, 75%+ of shoppers are now fully “omnishoppers”. According to Andreas Misera, Senior Operations Director at Criteo, $1.5 trillion in retail sales begin online and end offline.

Omnishoppers are more valuable to marketers in the US, as they spend 23% more online and 36% more offline. Omnichannel customers generate 27% of all sales, despite only being 7% of the population.

Andreas Misera calculated that 39.66% of offline sales follow a user interacting with a site in a given vertical in the previous 30 days. Here are a few tips he gave on how to connect online and offline shopping experience:

  • Onboard store data & capture online intent data.
  • Track offline sales transaction at SKU level including store ID. Keep store logs. Add online trackers to your website.
  • Based on each shopper behavior, identify the best products in your store for this shopper.

Optimize Your Website for Mobile

The way people search for things online has changed dramatically over the last decades.

Now customers are looking for a unified mobile experience, in which hardware and software work together and provide relevant answers in the context.

When people start to think of their mobile device as an assistant rather than a search terminal, it changes the whole game for businesses. Consumers are increasingly hyper-connected and hyper-demanding. If you can understand and appreciate their behavior and expectations, you can double your performance.

Dominik Wöber, Google’s Head of Performance Sales in Central Europe, joined Ad Summit to provide a few tips on how businesses can optimize their websites for mobile. Here are the most interesting keynotes:

  • One of the things users expect on mobile is speed. 53% of mobile site visits are abandoned if it takes longer than 3 seconds to load. You can use Google’s web speed calculator to check how fast your website loads.
  • Use Accelerated Mobile Pages — an open source initiative to enable a better web, with sites that are fast and user-friendly. This technology previously had issues with loading in Safari browsers, but according to Dominik, the issues has been fixed with the latest updates.
  • Leading companies are leveraging PWAs (Progressive Web Apps) to improve usability and results. This technology is often combined with AMPs for a better user experience.

Dominik Wöber also shared a tool Google’s developers use for testing website app performance. You can find it here.

Re-Thinking Facebook Ad Strategy

In her keynote Facebook’s Vera Ivaschenko revealed the fundamental principles of successful Facebook advertising.
The average person touches their smartphone over 2600 times a day — it means that our attention span has drastically decreased. Not that long ago, the average person had the attention span of about 12 seconds.

Gen Z… the first entering college this year, and your next wave of consumers, has the attention span of just 2.8 seconds.

However, mobile users have a longer patience when it comes to watching videos. Facebook users watch 100 million hours of video every day. That’s the reason why video ads earn the highest engagement rate, despite making up only 3% of content.

Keep in mind key pillars of the creative considerations for mobile feed video ads:

Test-drive Facebook In-stream & Instagram Stories: consolidating your message to 15s or less, you can maximize distribution across all placement.

Remember — best results require iteration, and keeping them is a continuous process of testing, scaling and re-testing.

What are your thoughts on takeaways above — are there any trends, tactics or techniques that you think will soar in the year ahead?

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