Thinking Social / Value

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Changing Consumer Behavior Through Social Advertising

Article by Kate Newman, Account Executive at Social@Ogilvy in Chicago.

In today’s social and digital media landscape, it’s no secret that advertising opportunities are abundant. Because the number of ads consumers are exposed to each day continues to rise, the challenge for marketers to not overexpose their audience is crucial.

One way to combat this is by promoting content in an authentic, non-intrusive manner. Facebook, Twitter, Google+ and Tumblr have all recently launched updates to their advertising suite that give marketers new opportunities to reach their audience in purposive ways.

For example, Google Plus launched +Post ads, which transform public Google+ posts into expandable display ads on the Google Display Network, which is used by over two million sites worldwide. This new feature will help brands amplify their Google+ content across the web and expand the awareness of their presence on Google+. Consumers with Google+ accounts can also interact with the brand directly on the +Post without leaving the website.

Don’t forget Twitter

Not wanting to be left out, Twitter announced a new ad unit, Tailored Audiences, which also aims to reach consumers outside the platform.

If someone visits your brand’s website, an ads partner will capture their Twitter handle using browser cookie IDs. The next time that user logs onto Twitter, they will see a Promoted Tweet from your brand. The same can be done with CRM email lists and Twitter ID lists. This provides a huge opportunity for your brand to promote content to people who may have already visited your website but may not have engaged socially.

Seamless user experience vs intrusion

While creating a seamless user experience through thoughtful advertising is a theme across the two new ad units from Google+ and Twitter, Facebook’s new Video Ads may seem a bit intrusive at first. Rolling out soon, Video Ads will start playing automatically when users visit their News Feed – both on desktop and mobile devices – and will initially play without sound.

Although some consumers say they will likely ignore them, Facebook notes it has seen a more than 10% increase in people watching, liking, sharing and commenting on videos. Other consumers note that if video ads keep Facebook free to use, then they are on-board.

Producing relevant and creative social ads, when promoted across the appropriate platforms, ensures that brands can influence and ultimately change consumer behavior. As social and digital media continue to evolve, so will their advertising suites. The good news is, the opportunities for marketers to promote their brand remain endless.

Dive deeper into these new advertising offerings along with more on advertising on Tumblr, and also learn about a new ad unit that Pinterest plans to announce this year, in the POV below.