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Big news this week from two Facebook Marketing Partners, as Adobe announced new data-driven marketing features added to the Adobe Marketing Cloud, and Nanigans goes cross-channel with a partnership with MoPub.
Through Intelligent Location Marketing, Adobe clients can engage their customers with more relevant content and messages based on how close they are to iBeacons.
Adobe described Intelligent Location Marketing in a press release:
Marketers can deliver location based “in-app” messages to drive real-time engagement and then follow up with email campaigns that leverage intelligence about a customer’s past interactions in a retail store, sports stadium and other points-of-interest. Additional data-driven marketing innovations include real-time mobile app testing, an intuitive dashboard that lets marketers view all their app data on one screen and multi-dimensional portfolio bidding to place search ads across mobile devices.
New features of the Adobe Marketing Cloud include: in-app messages, mobile campaign management, mobile app management, mobile search advertising and the Adobe Social app.
Nanigans is going cross-channel, putting a bigger emphasis on mobile. The company announced this week a partnership with MoPub, the world’s largest exchange for in-app mobile ad inventory.
This partnership will extend Nanigans’ software to MoPub’s exchange and is the first in a series of channel partnerships that Nanigans will announce in the next few months.
Ric Calvillo, Co-Founder and CEO of Nanigans, discussed the partnership:
People spend their days moving between devices and across publishers, and in-house marketing teams need a single platform to manage their ad campaigns across this behavior. Nanigans vision is to arm modern marketers with this software by building a complete picture of customer behavior and coupling this with predictive modeling and machine learning for multichannel optimization. Nanigans and MoPub share a strong commitment to transparency, so we are excited to announce our partnership and offer end advertisers direct access to their mobile inventory.
Top image courtesy of Shutterstock.
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Facebook, as has been said myriad times, is a mobile company. Mobile advertising is a cornerstone of the company’s revenue, so Spongecell wanted to find out how often and why people engage with mobile ads on the site.
Spongecell found that 75 percent of Americans polled who are on social media and would interact with an ad said they are most likely to do so with a mobile ad on Facebook. Additionally, 33 percent of Facebook users polled who saw advertisements relevant to them said they’d go to the brand’s website for more information or to make a purchase.
Spongecell CEO Ben Kartzman discussed the need for relevant, targeted advertising on Facebook and other social channels:
It’s clear personalized ads are effective in driving consumer engagement. Marketers need to embrace dynamic creative technology, such as the kind Spongecell offers, to give consumers what they want, when they want it. With dynamic creative, advertisers can deliver personalized content to consumers, creating a more engaging ad experience and more impactful brand campaigns.
Other findings from the study:
- 28 percent of Facebook users polled said they’d click on the mobile ad for more information; 17 percent said they’d go to the company’s brick-and-mortar store to learn more or buy.
- However, just 7 percent said they’d share an ad.
- Facebook users said the thing they want to see in holiday ads most: price comparisons (34 percent), 27 percent of those asked said they’d want to see Facebook ads specific to their locations, 19 percent wanted to see personalized recommendations and interactive elements or video content on Facebook.
Readers: What do you like (or dislike) about mobile ads on Facebook?
Top image courtesy of Shutterstock.
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