As the year 2016 winds down, and considering that 49% of the Spanish population is now on social media, it should come as no surprise that expenditure on digital advertising in our country exceeded 754 million euros in the first semester of the year, according to the latest study carried out by IABSpain in collaboration with the consulting firm PwC.
Despite the fact that top social networks are constantly changing their algorithms, reducing the organic reach of online publications, a striking number of brands have not yet adopted an ads-always-on strategy, wading into the fray of social media advertising with a sense of apprehension and, in most cases, insufficient knowledge. Therefore, to help our clients understand the importance of a good social ads strategy, we are hosting a KeyNoise session at our Madrid offices led by Fabiana Blanco, paid media specialist at Social Noise.
We will begin by reviewing the not-so-brief history of advertising formats that have joined the leading social networks; the most recent case is Snapchat, the app that all the millennials are crazy about (with the permission of Instagram Stories). Did you know that the first ads were launched on YouTube, and ever since this network has been adding new spaces to promote our digital content in a fresh, novel way?
The fact is that the old prejudices about conventional advertising do not apply to online media: social ads are an unobtrusive way of reaching out to our target audience in their own language, offering them pertinent and visually appealing content. Moreover, the ability to target very specific audience segments means that now, more than ever, brands can reach users at every step in the conversion funnel.
Filtering by geolocation, gender, behavior, age group, and interests, social media advertising lets us target our fans and new audiences with tremendous precision thanks to its meticulous segmentation of core, custom and lookalike audiences. A publicist’s dream come true! Plus, it has a huge advantage over traditional advertising in that it lets us adjust our target and content in real time to achieve the following goals: brand awareness, engagement, conversion or loyalty.
But every campaign needs a carefully planned strategy before taking action: What is my specific goal? Do I want to recruit new fans, generate online buzz, achieve a certain number of downloads of an app, simply increase the number of visits to my site, or promote an event?
The key to creating successful campaigns, as Fabiana told us during the session, is finding the right blend of media to meet each brand’s specific needs, from traditional formats like TV and OOH to newer media such as real-time or social ads.
In short, designing amplification strategies means approaching users in a way we once would have found impossible to define with such accuracy. Because having a good CM won’t do us any good if the content we create doesn’t reach our target, right?