Weekly Digital News Roundup: August 6 – 10
- TechCrunch reports that Facebook is testing a redesign of its ad creator tool to give more guidance to advertisers as they build their campaigns. Essentially, the social network is helping them mix Facebook ads and Sponsored Stories to meet their goals. If this interface is a hit with advertisers, Facebook could use these features to introduce new ad units in the future.
- Small businesses and other advertisers who use Facebook’s self-serve tool start out by specifying what they’re hoping to accomplish with a given campaign, whether it’s specifically getting more Page likes or promoting Page posts. Once advertisers have identified their goal, the ad creator will recommend a combination of ads and Sponsored Stories to achieve that objective.
- Connecting Facebook ads to specific goals has been a theme of Facebook’s ad products for several months now. Now Facebook is making it easier for advertisers to take a smarter, more integrated approach to their entire campaign — and also encouraging them to try out different ad types. Other new features include a preview that shows how Sponsored Stories will actually appear in a user’s newsfeed. Here’s a little bit of the new interface:
QR Code Scans Skyrocket in Q2 2012
- ClickZ reports that ScanLife’s recent mobile barcode trend report showed huge growth in mobile barcode scanning. The trend report for Q2 of 2012 showed a record breaking number with 5.3 million scans in the month of June alone – the highest ever number of scans in a month. The company also reported that 4 million new people scanned via ScanLife in Q2 2012.
- Campaigns that garnered the highest number of scans contained contests or loyalty programs as the primary content. Other mentionable QR campaigns contained social media content, app download content, and video content. In regards to demographics, males make up the majority of the scanning population at 69 percent. As far as mobile platforms, Android leads the way with 53 percent of barcode scans. Apple iOS is the other notable mobile platform that accounted for 43 percent of scans. Over 75 percent of the QR Code scanning demographic is comprised of people 25 years and older. Meanwhile, 60 percent of people scanned from home, according to comScore data cited in the ScanLife report. The most popular hours of scanning seem to fall midday and early evening between the hours of 3 and 7 pm.
- The report also ranked the top QR code campaigns by industry as well. The top industry was the toy industry followed by health and beauty. Wireless fell in at third followed by fast food restaurants. The beverage industry rounded out the top five industry campaigns.
Olympic Report: Nike, P&G’s superb TV efforts offset by lackluster social integrations
- As Christopher Heine writes in Adweek, Summer Olympics advertisers Nike and Procter & Gamble are definitely among the brands that deserve gold medals for their traditional media efforts. But when it comes to digital marketing, the top step on the podium should simply remain unoccupied until brands get more sophisticated. And there’s data to back that up.
- Olympics advertisers—nearly across the board—have been coming up short in social media, according to research from A.T. Kearney. The firm analyzed 246 television spots placed by 140 brands, finding that only 10 percent of the commercials referenced branded properties on Facebook, Twitter and/or YouTube. Jim Singer, study sponsor and a partner in A.T. Kearney, said lackluster digital integrations during the Olympics reverses a trend of the heightened TV-and-Web interactivity seen during the Super Bowl.
- “We didn’t give out a gold medal,” Singer said, citing his company’s Aug. 8 report. “If you are going to do it, do it right. Going forward, we feel that advertisers have no choice but to extend the powerful storytelling of TV spots by integrating them with all other channels. You can have [dedicated] digital content that plays off of the TV spots, too.” Brad Klaus, CEO for Extole, said “Nike could have taken its presence during the Olympics to the next level by incorporating consumer participation through social media.”