Tag: Nanigans

Nanigans Looks At Facebook Ads’ Impact On Valentine’s Day Shopping

Nanigans released some research this week about online shopping ahead of Valentine’s Day – specifically the role of Facebook ads. They looked at patterns from last year, finding that men are last minute shoppers, for one.

“If there is a day outside of Christmas where a sizable percentage of Americans are expecting gifts, it’s Valentine’s Day,” writes Andrew Waber, Nanigans Market Insights and Media Relations Manager. “But unlike the holiday season where most Americans make their purchases weeks or months in advance, U.S. purchase and ad spend data indicate that advertisers are most focused on — and see the best results from — last-minute Valentine’s Day shoppers.”

Last year, Nanigans says ecommerce purchase raes from Facebook ads rose by 47% during Valentine’s Day week. Return on ad spend climbed 84%.

Waber adds, “Of course, all advertisers are expecting active shoppers during this period, so where is the remaining opportunity? Let’s look at the changes in purchases and advertiser spend the week of Valentine’s Day as compared to the same day during the surrounding two weeks. Notably, the number of daily purchases rises pretty significantly early in Valentine’s Day week, but advertiser spend doesn’t begin to truly mirror that activity until February 11th.”

Take a look at this post from Andrew Waber for additional insights.

Images via Facebook, Nanigans

February 10, 2016
Facebook Ad Spend Climbed In Q4, But Google Outpaced Its Growth

Nanigans released its Global Facebook Advertising Benchmark Report for Q4, which it says delivered strong return on Facebook ad spend for retailers, as purchase rates and average order values soared.

The report found that ad budgets continued to climb, retailers generated higher revenues, and advertisers increased their investment in video.

“Across sectors, marketers continue to derive value from Facebook, as demonstrated by the continuing trend of growing ad budgets,” the report says. “A significant majority of advertisers using Nanigans over the past two quarters increased their spending during Q4, with same-advertiser ad spend growing by an average of 11%. This follows a 16% quarter over quarter increase in Q3 2015.”

“Expectations were high for online retailers in Q4 2015, according to a NRF survey,” it says. “Quarter-over-quarter retailers saw substantial increases in key revenue metrics on Facebook. Among the top ecommerce companies using Nanigans advertising automation software, same advertiser purchase rates (68%), average order value (49%), and return on ad spend (87%)from Facebook all jumped by double digit percentages.”

Overall video ad spend growth was up 41% quarter over quarter with mobile video ad spend growth up 44%. Non-US video ad spend growth was 86% and non-US was 94%.

There was also a 210% quarter-over-quarter increase in advertising using dynamic product ads and a 34% increase in carousel ad spend. Here’s some CTR, CPC, and CPM data from the report:

You can find the full report here.

Another report from IgnitionOne finds that Google outpaced Facebook in spend growth. U.S. paid search was up 18% year-over-year, according to that.

“Google’s shift to shopping ads in a carousel format has led to an overall decrease in CPC growth, particularly in mobile, which saw CPCs down by -21%,” a spokesperson for IgnitionOne tells us.

The report also found automotive saw a 66% increase in spend and a 58% increase in clicks year-over-year.

Images via Thinkstock, Nanigans

January 13, 2016
Marketing Tools Get Instagram Ads API Integration

In June, Instagram announced it would make advertising available through an Ads API and Facebook ad buying interfaces in the ensuing months, in an effort to open up ads to businesses of all sizes. It said it would open API access to a select group of Facebook Marketing Partners and agencies first, and would expand it globally throughout the year.

On Tuesday, the API Partner program launched. Whereas in the past, advertisers would have to work directly with Instagram sales people. Now, they don’t. They can start advertising on Instagram as they’ve been able to do on Facebook and Twitter.

Make no mistake. This is big. In fact, it’s even been referred to as “one of the most anticipated moments in the evolution of advertising.”

Business Insider shares a statement from Instagram: “”The Instagram Ads API will help us make ads more relevant to the community, serve more diverse business objectives, and make buying on the platform easier for advertisers. We started working with a group of Facebook Marketing Partners a few weeks ago and they’ve brought great experience and technological savvy onto the platform. We’ll continue to build upon the Instagram Ads API in the coming weeks and months.”

Third-party API partners already on board include Salesforce, Hootsuite, Kenshoo, Ampush, Nanigans, SocialCode, Brand Networks, Unified, and 4C.

“The integration allows marketers to use Social.com for managing advertising campaigns at scale, Active Audiences to unlock and sync CRM data in Salesforce to optimize advertising and Social Studio for publishing, engagement, customer service, and analytics,” a spokesperson for Salesforce tells us about its us of the API.

“Instagram is the mobile marketer’s platform of choice for a highly engaged and growing audience,” says Jesse Pujji, CEO and co-founder of Ampush. “It presents a great opportunity to deliver in-feed, mobile advertising at true scale with its user base of over 300 million monthly active users. AMP’s integration with Instagram will allow our customers to advertise across a visually dynamic environment for consumers with a highly active community. Our strategic and in-house creative expertise, paired with our marketing solutions, delivers a unique ability to bridge audience engagement with revenue.”

Instagram has over 300 million monthly active users. Beyond the API, Instagram has been doing more to improve its ad offerings including direct response that enable users to buy products or download apps, and expanding targeting options. More on all of that here.

Image via Instagram

August 4, 2015
Facebook CTRs Up A Whopping 260% Year-Over-Year [Report]

Click-through rates for Facebook ads have gotten tremendously better over the past year if findings in a new report are any indication. This comes as advertisers adopt different types of ads and become less reliant on organic post reach, which has declined significantly for many of them.

Nanigans released its Global Facebook Advertising Benchmark Report for Q1, which it says represents ad impressions delivered by those using its software. It finds that global CTRs increased 17% quarter-over-quarter and about 260% year-over-year.

This, according to the ad tech company, indicates that advertisers continue to “effectively reach and engage relevant audiences” on the social network.

“Global CTRs for Facebook ads continued to rise in Q1 2015, signaling growing engagement rates across desktop and mobile,” the report says. “Average CTRs in Q1 were 0.81%, up 17% from Q4 2014 and up 260% from Q1 2014. Nanigans customers in the ecommerce vertical saw CTRs increase 12% quarterover-quarter and 281% over the previous year.”

“Companies advertising desktop and mobile games saw average CTRs dip 9% in Q1,” it adds. “Mobile App Install Ad CTRs increased 3% quarter-over-quarter, but decay in other ad units brought the over all average down. A longer-term view shows increasing engagement among gaming advertisers, with CTRs increasing 150% year-over-year.”

The report also finds that advertisers have increasingly adopted newer ad products from Facebook over the past quarter, with spend on video ads increasing 2.8x quarter-over-quarter and spend on multi-product ads increasing 5.2x.

CPCs declined by 17% quarter-over-quarter, and CPMs decreased 3%, but according to Nanigans this is due to seasonality and the quarter following a “competitive Q4 holiday shopping season.”

Facebook has made a ton of improvements to its ad products over the past year, which have no doubt added considerably to the impressive rise in CTRs. In February, the company announced that it reached the milestone of two million active advertisers. At the time, we reflected on many of these improvements.

You can find the full Nanigans report here (via Marketing Land).

Images via Nanigans

April 15, 2015