Report: Social media giant turns catalogs into buyable mobile ads
Facebook is helping retailers bring their catalogs to life.
The social media giant introduced a new ad format that enables brands to distribute catalogs through mobile devices. Called "lifestyle templates,” the new format replicates the look of a print catalog, and also allows customers to make a purchase items directly through the Facebook ad, according to Business Insider.
The template is an extension of Facebook’s “Collection” ad format, a platform that showcases relevant merchandise and features in a single ad. It also supports a fast-loading, full-screen experience that allows users to tap on ads to learn more about the features of a specific product, according to Facebook.
By integrating the lifestyle template within Collection’s functionality, Facebook allows brands to add more details that will inspire shoppers to browse and buy the merchandise in real-time. Facebook can also target and personalize ads based on user behavior, Business Insider said.
In the report, Graham Mudd, director of monetization marketing at Facebook, said, "There are elements of the catalog which are really unique and certainly worth replicating, such as their storytelling potential. But, I think there are some elements that we're bringing to the experience that are really specific to mobile and to Facebook.”
Here’s how it works: As lifestyle format ads appear in user news feeds, customers can click on different items in the photo to get more information about the merchandise. As users scroll down, new pages appear. If a user wants to make a purchase, they click on a "shop now” icon, which connects them to the advertiser's online store.
According to the report, Williams-Sonoma’s chief marketing officer Felix Carbullido partnered with Facebook to create the lifestyle templates. Williams-Sonoma’s West Elm brand, along with roughly a dozen brands including J. Crew, plans to make the ad format available globally in October, according to AdWeek.
The platform rivals a similar program from Pinterest. The social media company’s “Shop the Look” program is an extension of its Buyable Pins program, which enables “pinners” to buy a specific item directly on Pinterest. By using Shop the Look, users can buy products they find inside fashion and home decor Pins.
America’s most trustworthy brand is…
Face-to-face human contact is not necessary for a brand to make a strong connection with consumers.
Amazon was deemed the most trustworthy brand in a first-ever national survey by social science research entity The Values Institute. It was followed by Marriott, Microsoft, Hilton, and Southwest Airlines. The survey, which ranks the six largest national brands in seven key categories and also overall, calculated trust by looking at 25 "trust dimensions" in five categories: competence, consistency, connection, candor and concern.
“In the past, we have seen the strongest Concern and Connection scores come from brands where there is a personal interaction with the customer," said Mark Weinfeld, TVI’s director of strategic planning who administered the survey. "Amazon has done an amazing job of creating that personal touch that may even exceed what you get at a brick-and-mortar location.”
In addition to having the highest score overall (290.75), Amazon scored highest in the retail category. Rounding out the top five most trustworthy retailers were Costco (266.80), Target (261.25), Macy's (251.50) and Walmart (240.75).
The most trustworthy quick-service restaurant brand was Subway (270.25). It was followed by Wendy's (268.85), Starbucks (264.15), Burger King (257.65) and Taco Bell (254.05).
Study: Marketers fear data quality is hurting digital ads
Relevant, personalized messages are key to driving engagement, yet the quality of sourced data is negatively impacting results.
This was according to “More Data, More Problems: Trust, Transparency & Targeting in 2017.” The report from Bazaarvoice and Ad Age, is based on interviews of more than 300 agency and brand marketers.
Data from first- and third-party sources have become essential to reaching consumers with relevant and personalized messages that boost brand metrics and, ultimately, impact business. More than 60% of respondents said using their own internally collected first-party data is “very important” to their overall marketing strategy.
Additionally, respondents consider the ability to surface potential new customers as the No. 1 quality of “good” data. When asked what they considered the top indicator of “good” data, 50% of all respondents said engaging with ratings and reviews or product detail pages was the No. 1 indicator for predicting if a consumer will buy, the study revealed.
Despite the ubiquity of data among agencies and advertisers alike, marketers revealed that both the sources and quality of data they use is misunderstood and mistrusted. Of the 95% of the surveyed marketers that employ first- and third-party data in their media plans, 64% are not fully clear on the origins of their data sources. Additionally, nearly one-quarter of both brand marketers and agency buyers don’t know how often their data sources are refreshed.
Worse, three-out-of-four marketers surveyed said they are not entirely confident that their data is reaching in-market consumers. Further, only 23% of agency buyers are fully confident that their third-party data partners deliver against key performance indicators (KPIs).
“It’s clear that using data in digital advertising is not going away, but marketers must ask the right questions about their data and demand more transparency from their partners to achieve returns on their ad spend,” said Toby McKenna, senior VP of global advertising at Bazaarvoice. “Thirty-four percent of brand marketers and 24% of agency partners believe their data partnerships lack innovation, so there is a lot of room for improvement.”