Breaking through the social advertising wall: 2019 plans and predictions
Social leaders have made significant headway opening up their walled gardens in 2018: from YouTube’s JICWEBS certification in March to Twitter's recent pledge
So, let’s take a closer look at the story so far, and what we can expect in 2019.
Social progress: The last 12 months
2018 saw an uptick in social media platforms taking action on multiple fronts. Firstly, several platforms moved to improve trust and transparency via third-party verification and certification. Following an extensive audit, Facebook and Instagram were granted Media Rating Council (MRC) accreditation for measuring ad impressions, and has since had the process for providing data to third parties for verification approved. Similarly, Google’s YouTube impression and
Secondly, key players opted to further enhance in-house reporting and measurement by partnering with independent companies and creating their own initiatives. For example, Snapchat integrated third party verification measurement covering
Where are we now?
Social has arrived at the final quarter in a strong position. In part, this is down to its inherent appeal as an influential advertising medium with a vast user base. But its commitment in increasing clarity has also fuelled confidence and success. Either way, the statistics show healthy development; in the UK, marketers are predicted to spend £3.3 billion on social network advertising in 2018, a 24% increase
Yet this sizeable investment also means advertisers are keener than ever to ensure campaigns have the opportunity to engage target audiences and drive
Future focus: Where will 2019 take social?
Placing ads in environments that amplify their impact and align with brand values is crucial to maintain advertiser and consumer
There is also increasing emphasis on expanding assessment to include a broader range of hygiene checks. Advertisers understand that constant verification and
For example, metrics such as time-in-view are gaining popularity as a means of evaluating potential to influence. In other words, establishing whether ads are in view for long enough to capture consumer interest and thereby achieve campaign outcomes. After all, in an environment such as social where windows to seize attention are short, advertisers must make sure every second counts — and this requires a clear idea of which ads are likely to stay in view.
Looking ahead, the cycle of social media’s power is set to keep running: rising audience numbers will keep attracting larger numbers of advertisers, creating more competition that drives the need to measure performance precisely and adjust ads for optimal impact. The advances made in 2018 won’t be the last, but it’s still important to acknowledge them. With every step made to help advertisers understand the effect of their impressions and spend, the social advertising industry moves closer towards a transparent, safe, and efficient ecosystem that works for everyone. So, this positive progress is more than worth celebrating and continuing.
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Source: https://www.marketingtechnews.net/news/2019/jan/03/breaking-through-social-advertising-wall-2019-plans-and-predictions/
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