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Showing posts from February 11, 2015
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To Improve Ads Quality, Facebook Will Expose “Relevance Score”

Like Google, Facebook uses a mix of bid price and relevance scoring to determine which ads to show. Starting this week, as an incentive for advertisers to improve the quality and relevance of their ads, the company is going to expose “relevance scores” (RS) to marketers.
Facebook’s newly exposed RS is effectively an estimate of the ad’s targeted alignment with its intended audience. Facebook believes the exposure of RS will produce a “win win win.” Better ads will be more interesting to audiences, perform better for marketers and generate more revenue ultimately for Facebook.
In its blog post the company explains how RS is determined:

Relevance score is calculated based on the positive and negative feedback we expect an ad to receive from its target audience. The more positive interactions we expect an ad to receive, the higher the ad’s relevance score will be. (Positive indicators vary depending on the ad’s objective, but may include video views, conversions, etc.) The more times we exp…

Facebook Reportedly Pitching Cinemagraphs To Advertisers

Facebook is hoping to create more stop and stare moments for advertising in the News Feed.
AdWeek reported today that the social network is showing marketers a photo-video hybrid called cinemagraphs as an alternative to video advertising. Similar to animated GIFs, cinemagraphs are photographs that show continuous motion in an isolated part of the image. Cinemagraphs have been used in advertising to great effect by Kevin Burg and Jamie Beck, photographers who coined the term in 2011.
Done well, the format can be mesmerizing, which is obviously something that advertisers covet.
“You’re going to start seeing a ton of these on Facebook,” an advertising executive who has seen a guide produced by Facebook called “Hacking Facebook Autoplay” told AdWeek.
Facebook doesn’t support animated GIFs but cinemagraphs can be loaded as a video and since Facebook video autoplays in users News Feeds they could be an effective tool for marketers. And last week’s Instagram update to allow video to loop automat…