Mais conteúdo relacionado Semelhante a Cake & Socialyse Facebook Platform Updates November 2015 (20) Cake & Socialyse Facebook Platform Updates November 20152. Brand Awareness Objective Optimizations
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What'It'Is!
Facebook’s!new!Brand!Awareness!ad!objec2ve!is!designed!to!help!reach!people!more!likely!to!pay!
a<en2on!to!an!ad!and!increase!awareness!around!the!brand.!The!new!objec2ve!has!also!added!two!new!
op2miza2ons:!one!for!Brand!Awareness!and!the!other!for!Reach.!The!new!op2miza2ons!can!be!found!
under!the!Brand!Awareness!objec2ve!in!the!auc2on!and!are!available!for!Image,!Video!and!Carousel!ad!
formats!on!both!Facebook!and!Instagram.!!
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• Brand&Awareness&Op-miza-on:!a!combina2on!of!reach!and!a<en2on,!increasing!brand!awareness!!
• Reach&Op-miza-on:!allows!adver2sers!to!maximize!the!audience!who!sees!an!ad!within!a!specific!
period!of!2me,!providing!more!flexibility.!For!example,!when!the!target!audience!is!smaller!than!the!
minimum!required!for!using!Reach!+!Frequency,!the!Reach!op2miza2on!can!be!used!as!an!effec2ve!
alterna2ve.!!
• Es-mated&Ad&Recall&Li9:!an!es2mate!of!the!ad!recall!liN!an!adver2ser!is!expected!to!gain.!Used!as!the!
primary!repor2ng!metrics!for!Brand!Awareness,!it!represents!the!increase!in!number!of!people!
expected!to!remember!seeing!an!ad.!!
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Brand'Applica:on'!
With!a!campaign!goal!to!increase!brand!awareness,!it’s!recommended!to!include!both!brand!awareness!
and!reach!op2miza2ons.!Facebook!tests!show!the!new!Brand!Awareness!op2miza2on!averages!a!60%!
higher!ad!recall!than!the!Page!Post!Engagement!objec2ve.!Crea2ng!campaigns!with!the!new!Brand!
Awareness!objec2ve!is!a!great!way!for!brands!to!reach!people!who!are!more!likely!to!pay!a<en2on!to!an!
ad,!however,!is!likely!to!impact!engagement!and/or!traffic!driving.!!
3. Notify, Facebook’s New Standalone App
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What'It'Is!
Facebook!introduced!No2fy,!a!standalone!no2fica2ons!app!that!allows!users!to!set!customizable!
no2fica2ons!on!their!smartphones.!The!app!provides!sta2on!recommenda2ons!based!on!users’!
Facebook!interests!and!can!be!personalized!by!users!themselves!by!selec2ng!sta2ons!within!
categories!(business,!fashion!&!beauty,!food!&!drink,!etc.)!or!direct!sources!(Billboard,!Buzzfeed,!
Esquire,!Vice,!etc.).!!
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No2fica2ons!are!delivered!directly!to!the!lock!screen,!which!has!become!the!new!ba<leground!for!
a<en2on.!Receiving!updates!directly!to!the!lock!screen!keeps!users!connected!in!real2me!
throughout!the!day!with!the!content!that!they!care!about.!No2fy!also!hosts!an!inapp!feed!
featuring!all!no2fica2ons!over!a!24hour!period!for!further!(or!later)!discovery.!!
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Brand'Applica:on'!
There!is!no!current!brand!applica2on,!but!it!is!likely!that!the!app!will!open!up!opportunity!for!
brands!to!sponsor!take!over!a!sta2on.!This!will!provide!great!brand!visibility,!as!no2fica2ons!
appear!on!users’!lock!screen.!!