After an extremely successful inaugural year representing Flying Fish Brewery in several of its markets in 2019, A3 Media is proud to announce that Flying Fish has agreed to expand its market coverage and scope of work with A3 Media for 2020.
Once again, this coming year will see A3 as the Agency of Record for Flying Fish.
The news comes off market sales growth increasing by nearly 28% for Flying Fish in the markets A3 set and deployed media strategies in.
“We’re happy and honored to have Flying Fish give us their vote of confidence by signing with us for another year”, said Frank Gussoni, President of A3 Media. “They have a very solid portfolio of brands and it just keeps getting better. Their continuing evolution of the Flying Fish brands speaks volumes for their dedication to remain a key fixture on the local craft scene.”
In response to the announcement, The President of Flying Fish Brewery, Lou Romano stated, “The A3 team has taken the time to understand our specific company needs for advertising exposure by immersing themselves in our beer brands to understand where they fit in a highly competitive market environment. They worked within the confines of our budget in 2019 and got more for us than expected, both in advertising value and sales results. We’ll be working with them again in 2020.”
In typical fashion, Flying Fish has no intentions on sitting on their laurels and success. Flying Fish has some big plans and major additions planned for 2020, but they’re all under wraps for now. Keep an eye out and a glass ready as the Spring and Summer seasons roll around to see and taste more.
Toys for Tots received more than 1,600 toys from the team at A3 Media. This year the A3 team spent time shopping at Big Lots, Ollies and Five Below gathering an array of items for children ages 0 to 16. This was one of the biggest years ever in the more than 20 years A3 Media has been supporting Toys for Tots. “It’s through the generosity and corporate help we were given by Big Lots, Ollies and Five Below, that we were able to afford so much!” said President of A3 Media, Frank Gussoni. The goal each year for is to do what ever we can to bring as much happiness during the holiday season.
After an extensive media audit, it became apparent that Penn Community Bank will benefit from switching agencies from their present one to A3 Media. The use of A3’s registered Micro Market Media® practices will assist PCB in catapulting their name front and center, something that until now has been slow to evolve.
Penn Community was created in 2015 from the merger of First Federal Savings and Loan Association, Bristol, with First Savings Bank of Perkasie. Combined PCB is valued at over 2 billion and has more than 300 employees. In addition to banking, PCB also supplies clients with investment strategies and insurance coverage.
“Penn Community Bank is a strong regional bank with dozens of branches, solid assets and a talented team, but unfortunately low name recognition, since the merger of the two banks. It’s our job to make that a non-issue by 2021, so it’s time to go to work”, said Frank Gussoni, President of A3 Media.
“It’s surprising to see two banks with such a long heritage of stability and service to the community suffer from rebranding, but that is exactly what has happened. Now we’re tasked with changing that and then moving them onward and upward in the business banking community. It’s a multi-year process but we are confident we can help PCB outperform their projections.”
PCB is looking to expand in the near future however, no definitive plans have been made. Having a stronger brand name and market presence will certainly prove beneficial for that decision to be successful.
In the social media world, Facebook is a juggernaut, and shows no signs of slowing down. With an impressive portfolio of investments in other social media platforms and tech advancements, Facebook has asserted itself as a global power. Since there inception 15 years ago from a Harvard dorm room, Facebook has grown into the most popular social media platform with an astounding 2.4 billion monthly active users, and 1.6 billion daily users with 1.39 billion of the users checking their profiles on a mobile phone (reported by Facebook’s annual community update and quarterly results). With roughly 29% of the entire world’s population using actively using Facebook each month, the advertising opportunities are endless.
Facebook has an ever-evolving advertising and business platform that ranges in solutions and capabilities for small, medium, and large sized businesses, and many are taking advantage. In 2018, Facebook reported a 38% increase in ad revenue from 2017, totaling $55.01 billion dollars, with 93% of that advertising coming from mobile advertising. A key for these businesses to keep coming back and reinvesting are the constant updates on the advertising side for the platform. Facebook has recently connected WhatsApp to Facebook for a more detailed targeting function, which has made it very convenient for agencies and companies to create faster solutions for their brands and the advertisers. They’re also changing the way that people are viewing the ads and the connect, from newer ad options and updated targeted audience capabilities, its near impossible for a user to miss brands that they’ve engaged with. With all these new features and options to choose from, it can be overwhelming if you’re new to Facebook advertising, and all the benefits that come with investing. A recent study by Wordstream, an online advertising company that specializes in the education of online ads and how to capitalize on paid search, have identified 5 key reasons on why you should start investing in Facebook advertising.
- Your Audience is on Facebook: Like mentioned prior in this article, Facebook has 2.4 billion monthly active users, and 1.6 billion daily users, which results to 22 billion ad clicks per year. The chances that your targeted audience isn’t on Facebook is impossible.
- Facebook Ads are Cheap: Organic reach in todays world is extremely hard to gain momentum. With Facebook ads, these ads cost a fraction of what other online marketing channels cost. Per Facebook, you control your overall amount spent and your cost per result through your bid strategy. The more granular and specific will raise the price, but the starting base is low enough to attract any sized advertiser.
- The Targeting Capabilities of Facebook are Exceptional: You can choose from behaviors, interests, demographics, connections, age ranges, languages, or locations. You can really narrow down your targeting capabilities and layer them upon each other to ensure you’re getting rid of any questionable, out-of-market clickers.
- Facebook is Effective to Push “on-the-fence” Leads Down the Funnel: With Facebook ads, you can build a custom audience to users who have either viewed or interacted with your brand and then retarget them with either the same or new ads. This will put the content directly in front of them again in the efforts to get them to make a purchase or action.
- Facebook Allows You to Find New Qualified Leads Easily: After some testing and successful campaigns, you’ll know the audience that is working for your campaign, which you can then clone time after time. Facebook’s lookalike audience feature allows you to create an audience that is very close to the audience that acted on your ad.
To make the most of your campaign and get the best results, it’s important to understand the different Facebook ad types and targeting options before you go into any planning. If not utilized correctly, you could be spending money and not yielding any results for your brand advertiser. The ad types are:
- Image Ads: The simplest of the ad types. All you need is a picture of your brand/product, a brief caption, and a link to buy or link to your website.
- Video Ads: Video ads can run in News Feed and Stories, or they can appear as in-stream ads in longer Facebook videos. Video ads can show your team or your product in action.
- Video Poll Ads: This is a mobile-only ad format that incorporates an interactive component with video polls for the user. One of the newer ad types, it’s testing well and has shown to increase brand awareness more effectively than regular video ads.
- Carousel Ads: A carousel ad uses up to 10 images or videos to showcase your product or service. You can use this format to highlight different benefits of one product, several different products, or even use all the photos together to create one large panorama image.
- Slideshow Ads: This ad type allows you to create a short video ad using a collection of still photos, text, or existing video clips.
- Collection Ads: A mobile-only ad type, you can showcase up to 5 products that customers can click on to buy, with a link taking them to a landing page.
- Instant Experience Ads: Formerly known as canvas ads, this ad type allows your ad to direct the user to a new page that will feature product info, company info, and any other information you want listed.
- Lead Ads: Lead ads are mobile-only because they are specifically designed to make it easy for people to give their contact info without a lot of typing. Great for newsletter subscriptions, etc.
- Dynamic Ads: Dynamic ads allow you to promote targeted products to the customers most likely to be interested in them, key with retargeting.
- Messenger Ads: Facebook Messenger, separate app for people to send private messages back in forth, has 1.3 billion users each month. These will appear in the user’s inbox.
- Stories Ads: Stories ads are a full-screen vertical video format that allow you to maximize screen real estate without expecting viewers to turn the screen.
- Stories AR Ads: Augmented reality ads use features like filters and animation to allow people to interact with your brand.
- Playable Ads: This is another new ad format that incorporates interactivity. You create a game experience that encourages people to interact with your creative content.
With any social media campaign, after choosing the appropriate ad type(s) to utilize for your campaign, you need the best campaign objectives and targeting to align with the ads to get the best results, and Facebook offers a wide variety. The objectives include brand awareness, reach, drive traffic, engagement, app installs, video views, lead generation, messages, conversions, catalog sales, and store traffic. Effective targeting is key to maximizing your campaigns ROI, and Facebook ads manager offers two fields to make your audience as specific as you’d like. Detailed targeting is used to specifically include or exclude people based on demographics, interests, and behaviors. Connections you can target or exclude people who have an existing connection to your Facebook Page, your app, or an event you managed.
The future is nearly impossible to guess when it comes to advertising. The landscape will change, new advertising options will present themselves and take lead, while others will fall off, so understanding what has worked in the past is important to combine with what is trending for the future. While the platform is growing constantly, brands and advertisers have to the play close attention to the newer trends with Facebook ads that will yield positive results for their business. Egg Marketing, a content marketing company, has identified 5 trends that all brands and advertisers need to be aware of going forward in 2020. The first is custom conversion ads. Custom conversions enable a brand/advertiser to optimize their ads for the action they want their audience to take without adding pixel codes on their website, making it easier to track action without having to add pixel codes on. The second is voice search. Facebook has been working on a voice assistant feature (ex: Siri, Alexa) since the beginning of 2018, and will be able to create more personalized and trackable engagement with audiences for your brand. The third is video stories, which are very popular in all the digital mediums. Facebook now has story ads that will combat this trend. The fourth is VR, 3D, and 360 Videos. These are trending all over digital and Facebook has developed ad types to utilize all for a better user experience. The last is retargeting and audience network ads. Both have been with Facebook since close to the beginning of ads manager, but each have increasing viewability rates that are proving them extremely valuable.
Facebook has been in the news lately with its founder testifying in front of Congress, and with just how much of the user’s personal information is being shared and sold to other companies. While this is a common practice and many brands and advertisers are buying data from outside firms for campaigns so that they can better target their ads to an intended audience, it still has caused a PR problem with Facebook.
If they handle it poorly or correctly has yet to be seen, but brands and advertisers have not wavered from investing in the platform. Facebook is just too big and powerful, and too cost effective to ignore. They have built themselves up to be not only a social media giant, but an advertising giant. Too make it simple if you aren’t using Facebook ads to reach your target buyers, you’re missing out on the opportunity to attract and engage with your target audience that is larger and more interactive then any other social media platform.
A3 Media is proud to support Martha’s Choice Marketplace with six truck loads of food and grocery items this year from Aldi. Martha’s Choice serves over 900 families a month. They offer a very “normal” (and dignified) way of shopping for groceries for those in need. We are so happy to be one of the largest donors of the year for Martha’s Choice and helping to do our part in supporting our community.
Businesses love Instagram, why? Instagram, the photo and video-sharing social network, is simple, easy to use, and most importantly, fun for the user. How does this tie back into the business and their happiness? Because ultimately, money & ROI is what matters at the end of the day. As of 2019, Instagram has 1 billion monthly active users, 80% of which follow a business on Instagram. Tie that along with the 500+ million that use the Instagram story feature every day, Instagram offers a unique way for its users to connect to their friends, celebrities, influencers, sports teams, business, and more.
Not only are there 1 billion people using the social media platform a month, but the engagement numbers for Instagram are higher than its counterparts, Facebook and Twitter. With such high engagement rates, brands and advertisers have been drawn to utilize the platform for placing an advertising campaign. With Instagram, IG ads are a method of paying to post sponsored content on the platform to reach a targeted audience that may or may not be following your brand. These campaigns are most often utilized to grow brand exposure, website traffic, generate new leads, and move current leads down the funnel to hopefully convert to a purchase. However, Instagram is still a relatively new platform, compared to the other major social media platforms, with new updates rolling out often. Social Media Explorer, a community of industry professionals sharing and teaching resources on marketing and advertising, have identified 4 key points as to why you should utilize IG ads (summarized):
- Instagram is an Ever-Expanding Platform: Because there are people who create new accounts on Instagram literally every day, you can expect to reach a broad spectrum of customers. With 1 billion monthly users, there is an audience to reach out there, for each brand. It is important that you carefully target your specific audience in order to capitalize on each ad you launch. By making sure the ads are seen by people who are interested, you will ultimately see the greatest outcome. That’s where the Facebook algorithm comes in. Let the data do the work and use what’s collected to best launch your Instagram Ads.
- Facebook owns Instagram: Facebook bought Instagram in 2013 and then began offering limited ad services shortly after. In 2015 all brands and businesses could launch advertising of their choice. Facebook is known for having one of the most advanced social media advertising platforms. You can advertise to people by age, interests, behavior, and location on Facebook, which means you can now do the same on Instagram, as well as retarget.
- Increase Your Engagement: Statista projects Instagram to finish 2019 with a revenue of 14 billion. This goes to show that ads are generating income and lots of traffic. Instagram is a visually stimulating platform that allows you to target your content directly to your audience. You can do this with so many different formats on Instagram, and even allow customers to purchase directly by clicking on the image in the post. Instagram is constantly adding new features like this to keep your viewers directly engaged.
- Great Formatting: While Instagram can be viewed on a desktop, its intended to be viewed as a mobile app. Instagram also offers several formats to choose from when launching an ad. This not only lets you convey your message clearly; it also declutters your page and increases aesthetic. You can also create clickable items within your posts so that customers can buy them directly. Instagram is very user friendly and therefore a highly engaging platform to use when advertising.
To utilize these ads properly, you need to know the various options that Instagram offers your brand/advertisers. The five options to choose from are stories ads, photo ads, video ads. Carousel ads, and last is the collection ads. Each of these ad formats will appear on the targeted users feed timeline or IG story, which will come across as organic and not disruptive. To best utilize these ad formats, Instagram offers various “call-to-actions” to go with your ads to help you gain for engagement and leads. Each of these ad formats, and their corresponding “call-to-actions” (CTA) have various features that can could help your brand:
- Stories Ads: A full screen ad that appears in the users’ Stories section. With Stories ads, you can target your audience and choose how often they see your ad. Stories expire after 24 hours, they’re the ideal format for sharing limited time offers and promotions. CTA = apply now, book now, contact us, call now (video only), download
- Photo Ads: These are the simplest of the adds to chose from. Photo ads allow your brand to showcase products and services through single images. CTA = apply now, book now, call now, contact us, get directions, learn more, get showtimes, download
- Video Ads: Time spent watching video on IG has increased more that 80% since 2017. You’re able to get the same quality as photo ads with the added power of sight, sound and motion. With recent updates you can share videos up to 60 seconds long in landscape or square format. CTA = apply now, book now, call now, contact us, download
- Carousel Ads: These ads let users swipe through a series of images or videos (like a carousel) with a call-to-action button to connect them directly to your website. Carousel ads let you highlight multiple products, share a story in pieces, or give a broad idea of a single service/product in 10 images or videos
- Collection Ads: Introduced in early-2018, Instagram Collection ads are a relatively new addition. When users see an ad from your brand, they’ll have the option to purchase products directly from the ad. CTA = learn more, purchase
Following your choice of the appropriate ad type for your campaign, there are two CRUCIAL steps you cannot take lightly, the campaign objectives and identifying your audience (targeting), and Facebook Ads Manager platform is one of the best in the industry. If either of these two steps are utilized incorrectly, it won’t matter how great your content is. For objectives, Instagram ads offer the following objectives to choose from:
- Brand awareness. Puts your ad in front of customers who aren’t following you.
- Reach. Shows your ad to as many people as possible.
- Traffic. Clicks to your website or to the app store for your app.
- App installs. Get the users to download your app when they see the ad.
- Engagement. Increases the amount of comments, likes, shares, event responses, and offer claims you receive.
- Video views. Increases the amount of views a video receives.
- Lead generation. Allows you to gather lead data from users who click on the ad.
- Messages. Get users to send a message to your brand.
- Conversions. For sales and sign-up conversions on your website or app.
- Catalog sales. Users see ads for products on your Facebook catalog.
- Store visits. Helps direct users to brick-and-mortar stores you own.
Next is the targeting, and Facebook Ads Manager offers a large set of targeting options that are more in-depth than demographic information like age, gender, and location. You can also choose to narrow your audience, if they have taken the following actions towards your brand/product: engaged with any of the content, visited your brands website, followed a specific Facebook group or page, downloaded your app, watched any of your videos, or subscribed to your newsletter.
Instagram Ads are easy to use and have been proven to be successful, but they’re only successful when utilized correctly and for the right price. The average CPM for an Instagram Ad is around $6.70, but this is trending to go down as more companies utilize Instagram Ads into their advertising plans. Along with the price and objectives and targeting, you cannot forget about the content.
Your ad can reach exactly who you want, but you need appealing content to the user because the ads will be intertwined in the IG feed, you want your ad to look as real and appealing as possible. An ad that just promotes and has a simple call to action as “BUY THIS NOW” is going to come across to blunt and not organic to the rest of the content the user is seeing.
Two effective ways of advertising in addition to your ad campaign are using user generated content, and influencer marketing. These types of advertising will only help make your ad come across as more natural and not as salesy, which the users try to steer away from. Instagram Ads should be utilized in your brands future campaigns, but make sure you utilize them correctly.
Twitter, an online news and social networking site, is a place where people from across the world can communicate in short messages by tweeting out text, video, and pictures. Twitter has revamped the process of breaking news and provides access to users to connect with both small and mainstream influencers. What makes its so popular in todays day in age, is that twitter is a place for users to send out updates on their lives, news, ideas, opinions, and more on topics that apply to your own life. These updates will come from the accounts that you follow, and they can be friends, family, scholars, journalists, experts, brands, and whomever may interest you. A “kitchen-sink” of interaction, Twitter is a mixture of texting, blogging, influencing, and instant messaging, but with brief content and a wide audience. Communicating has never been simpler with Twitter, but can brands and advertisers utilize this social media platform as an advertising tool, and should they?
Across the globe, twitter has 336 million monthly active users, and 134 million daily active users, which would put it around the middle of the pack in most active users for a social media platform. In comparison, the juggernaut of Facebook is still riding #1 with 1.5 billion daily users, but there is no doubt that Twitter can still reach a large audience that varies in demographic across the globe. To break it down, Only Digital, an international creative digital agency, researched six key aspects of advertising on Twitter, to see how much value advertising through the platform there really is (summarized):
- Flexibility to fit your objectives: Depending on what you’re hoping to achieve, the different types of ads can yield different outcomes. Options to choose from include website clicks, follower campaign, engagement campaign, mobile app campaign, and lead generation cards. This range of options means you can be strategic in what you want to achieve with your campaign.
- Targeting: Like most social media platforms: Twitter’s targeting includes location, gender, language, device and platform, keyword, interests, followers, installed apps, and more.
- Pricing: Will depend on what your objective is and the type of campaign that you chose. Twitter.com says that the price of each billable action in your campaign is not a fixed rate, campaigns are an auction model. Targeting, creative, and bid you select in campaign set up determine how much each billable action costs.
- CTR & Engagement: Engagement levels are not the easiest metric to accurately gauge for Twitter Ads. There is a temptation to see likes and retweets as a solid indicator, but it’s often the case that users or bots share content which they have not actually read. Click through rates are a better indication of effectiveness, and studies have shown that Twitter Ads have higher average click-through rates than other ad channels. Promoted Tweets have shown average engagement rates of 1 to 3 percent, which is much higher than the average for traditional banner ads.
- Reach: Compared to Facebook the reach of Twitter Ads is weaker, but if you know your target audience and have a strong message then 310 million active users on Twitter is still a large audience to explore.
- Tracking and Analytics: Twitter offers a strong suite of inbuilt analytics that allow even the most inexperienced of advertisers to understand how their ads are performing and develop a better overview of their audience. Twitter Analytics provides an overview of the Top 10 interests of your followers, who else they follow, and a breakdown of their location. You can then measure your tweets’ success using several metrics – most importantly reach and engagement.
With the key aspects as to some value with twitter ads, which type of ads should you utilize and what objectives should you tie with the campaign for the best chance of success? First is Promoted Tweets. Promoted tweets are tweets that an advertiser pays to display to on a user’s timeline that is not currently following them. Other than the user’s timeline, their also appear on their profile, top of search results, and in the Twitter mobile and desktop apps.
Second, is Promoted Accounts. Promoted Accounts, also known as Followers Campaigns, give the brand/advertiser a chance to promote your own Twitter account to targeted Twitter users, who do not follow you, but may find your content appealing. These will appear on the intended user’s timeline, in the “Who to Follow” suggestions and search results and will include a follow button for a quick action.
Third, is Promoted Trends. The trending topics on Twitter are thee most talked about stories, people, events, and more across the entire globe. Promoted Trends will appear on the user’s timeline, explore tab, and the app, and allows you to promote a hashtag at the top of the “Trends for You” list. When Twitter users click on your Promoted Trend, they see an organic list of search results for the topic, with a Promoted tweet from you at the top of the list.
The fourth and final option is Automated Ads: Twitter Promote Mode. Twitter Promote Mode costs a flat rate of $99 per month, plus tax. Once you turn it on, your first 10 tweets each day are automatically promoted to your selected audience (as long as they make it past the Twitter quality filter). Now that you have the types of ads to chose from, the key to giving your campaign the best chance of a positive ROI is choosing the right objective to tie along with a target audience. Twitter gives you’re the following objectives to choose from:
- Awareness: You want the maximum number of people to see your Promoted tweet. You’re billed per 1,000 impressions.
- Tweet engagements: You want to maximize engagement with your Promoted tweets. You’re billed per engagement for all engagement types—retweets, replies, and so on—but only on the initial engagement with each user.
- Followers: You want to build your Twitter audience. You’re billed for each new follower, but not for other engagements, like retweets and likes.
- Website clicks or conversions: You want people to go to your website and act. You’re billed per click.
- App installs: You want people to install your app. You’re billed for each app install.
- App re-engagements: You want people who already have your app to open and use it. You’re billed for each app click.
- Promoted video views: You want people to watch your videos or GIFs. You’re billed for each video view.
- In-stream video views (pre-roll): You want to run a short video ad at the start of videos from Twitter’s premium content partners. You’re billed for each video view.
In the end, is advertising on Twitter smart for your business? The decision ultimately depends on your target audience and what you want to achieve with the campaign. There is value in Twitter advertising, particularly with mobile users, which is reported at 80% of the current daily users.
What can make it a less desirable option for most businesses is the high CPA, but Twitter requires you to monitor your budgets and analytics, and by continually adjusting your buy and changing formats you can find what works best and then be able to reduce that high CPA. Twitter is not going to be the most cost-effective option, when the leaders like Facebook & YouTube a cheaper option in some ways, but if you have a defined target audience, the right objective, and a strong offer for the consumer it helps to utilize twitter to capitalize on the size of the audience they offer.
If you’re unfamiliar with advertising on twitter, and want to give it a shot, the best decision would be to run a few small budget trial campaigns. See what works and what doesn’t, and once you find your sweet spot redirect your money into what is performing best to give your campaign the best chance of success.
Is advertising on Pinterest something that your brand/advertiser needs to take advantage of? Time will tell, so let’ s figure that out. Pinterest, an image and search platform, functions almost like a mood board for the user. The social sharing platform is designed to help people discover information across the internet. Users “pin” images they like to their “boards” which are upload by other users. Pinterest serves the user an algorithmic feed of content based on the pins they have pinned to their own boards. Despite the site being an interaction between users and their content, CEO Ben Silbermann has previously said that Pinterest isn’t a social site, but more of a catalogue of ideas intended to spur users to make creative decisions in the real world. Whether you view Pinterest as a social media platform or a search engine of sorts, the main question brands and advertisers have is can Pinterest Advertising help my business, are they effective, and should I invest?
Facebook, the behemoth of social media, currently has over 7 million different advertisers across the world. That number doesn’t seem as farfetched since the it currently boasts a month user count north of 2 billion. With all that competition on Facebook to advertise and reach your audience through their vast algorithms, it would be unwise to ignore the smaller platforms, like a Pinterest.
As of 2019, Pinterest has hit 300 million monthly users worldwide, 85 million in the United States, and currently 1.5 million brands connecting with users every month. Looking deeper into the demos of Pinterest, according to Statista, in 2019 79.5% of Pinterest users in the US are women, with the men increasing every year finishing at 20.5%. Not only is there a strong female presence on the platform, but with millennials also with one out of every two millennials using the platform every month. While those numbers are appealing to any brand and advertisers the most important is the conversion. Business of Apps, a media site that provides news, analysis, data & marketplaces for apps repots that 98% of Pinterest users have tried something new they have discovered on the platform and Pinterest reports that 87% of users have purchased something after seeing a promoted pin (paid pin by a brand or advertiser). This coincides with their numbers that 84% use the platform when they’re undecided on which products to buy, so by utilizing the platform you can reach the user at all levels of the purchase funnel.
What distinguishes Pinterest advertising is how well the types of ads are receptive from the users, with 73% of users saying content from brands makes Pinterest more useful. To utilize the advertising on Pinterest, its best to the know the different types that you can use.
- Promoted Pins: Promoted Pins appear in the home feed and search results just like a regular Pin except that they’re boosted and targeted to deliver way more reach. Other than the “Promoted” label on the Pin, they look and behave the way other Pins do. Users can Pin them to boards, share them, and comment on them. Once they share the Promoted Pin to their page, the “Promoted” label goes away so it will look like organic content on the user’s board, but if clicked will still take them to your landing page.
- Promoted Carousels: This ad type features two to five images that Pinners can swipe through. These multi-image ads can appear wherever Pins can, and they behave the same, except for the dots beneath that signal the swipe option. Each card in a Promoted Carousel ad can feature a different image, title, description, and landing page. These ads are useful when you have multiple products or features to showcase because different images or messages will attract different users.
- Promoted Video Pins: These ads are just like Promoted Pins except the static image is replaced with video. Like Promoted Pins, Promoted Video appears in the home feed, search results, and the “more like this” section under a Pin close-up. Pinterest videos auto play as soon as they’re 50 percent in view. A Pinterest study conducted with Millward Brown found the Promoted videos are four times more memorable than non-video ads. And 67 percent of Pinners said that video inspires them to take an action.
- Promoted App Pins: These ads let the user download your mobile app directly from Pinterest. These mobile-only ads are a good fit for Pinterest’s audience, since 80 percent of Pinterest traffic comes from mobile devices.
- Buyable Pins: These ads are designed to be shoppable. Also known as Shop the Look, these Pins allow Pinners to find and buy products directly from your Pin. These Pins work across mobile and web and appear in the same places as a Promoted Pin would.
- Story Pins: The newest of the ad types, these ads are being tested with select business accounts, Story Pins feature up to 20 pages of images, text, and links. Story Pins appear in users’ home feeds with a cover image and a title. They also say “Story” underneath. Tapping a Story Pin allows you to see all its pages.
With these different ad types, you’ll need to select a specific campaign type, and Pinterest offers four different options: get traffic to your website, build brand awareness, increase installs for your app, and build awareness through video views. With these ad types and combined with the right campaign goals, target audience, and interests and keywords, Pinterest offers many combinations to reach your target audience and reach your campaign goal.
The types of ads listed above mixed with the campaign goals and objectives correctly, will lead to the results listed earlier, but there are many more reasons as to why Pinterest ads are beneficial for any brand/advertisers to include in their next overall campaign. Bannersnack Blog, industry related blog that covers design, marketing, and industry updates suggests these 5 additional reasons Pinterest ads are beneficial (summarized):
- Pinterest ads Increase Conversions: Pinterest user behavior shows they have higher engagement and purchase intent. The visual nature of the site gets people in the shopping mood, driving more purchase intent decisions than other less visual social networks.
- Pinterest ads Generate Demand: Pinterest is a great platform for the demand generation. As many as 97% of Pinterest’s search queries in Pinterest don’t mention a specific brand, users are in active discovery mode. They’re open to finding new brands to explore and eventually purchase from so they could be discovering yours.
- Pinterest ads Drive Traffic: If utilized correctly, Pinterest can be one of your best social referrals in analytics. Pinterest has over 2 billion monthly searches on the platform, and with Pinterest ads, you can target and narrow your focus very granularly.
- Pinterest ads Increase Brand Engagement: Pinterest engagement rates on promoted pins avg around 2-5%, exceeding industry benchmarks. Pinterest says brands also get an average of 30% free engagement when they conduct promoted pin campaigns. TO get the best engagement for your pins, Pinterest advises you to promote your best-performing organic pins and watch the re-pins reap the benefits.
- Pinterest ads can Help you Promote Your Evergreen Content: If a promoted pin already gained a significant number of repins, it continues to drive organic traffic if it’s a searched term. This means paid repins keep generating impressions, repins, clicks after the campaign ends. Most advertisers see about 5% more impressions the following month after a Pinterest ads campaign has ended.
The people that use Pinterest, are taking actions at a much larger % than other social media platforms with the ads from brands and advertisers. What may be concerning to some is the lower number of monthly users compared to a Facebook, it mainly being a female focused platform, and having to have a business account with Pinterest. With the current trends in the industry though, year after year Pinterest continues to grow and prove to be an effective tool. If you have the budget to do some experimenting on something new, and you haven’t yet tried Pinterest advertising but want to give it a shot, the best way to be successful is to pay attention to the trends and patterns users respond to in your industry, and utilize this knowledge in your Pinterest ads. This will give your audience a new platform and way to discover your brand/advertiser.
Media agencies across the country come in various sizes, each have their own cultures. Some may have multiple offices around the country with thousands of employees, and others with one office and a handful of employees. Whatever the size of the agency, the distinct personality will shine through because of the executive staff and the employees that make up the heart of the organization. The culture of the agency is what’s key to keeping a healthy work environment for all. When I was looking to transition from my previous job, finding a company with a great culture and work environment was key. I wanted to find an agency that I could flourish with professionally and grow alongside the company. This led me to A3 Media.
For nearly 25 years, A3 Media has grown to represent more than 250 companies, launched new products and continues to do so, introduced national brands into new markets, and helped smaller local companies build on their success and become mid-market regional companies. A3 has had this success while remaining a boutique firm. A boutique agency is a smaller agency that has a handful of employees that focus on your brand/company, giving it individualized attention. This was a main attraction for me when accepting the offer to join A3, having a staff of less than 25 employees and a client list that they were able to fully invest their time and resources into. As a traditional & digital media agency, each employee has their own role, but is able to assist on other various projects that may differ from their expertise. As A3 was growing, they were looking to fill the role of a Jr. media planner & buyer to learn each specific role in the traditional and digital departments, which I gravitated towards because I would be able to further myself professionally along with helping the company take on newer and bigger projects.
Larger agencies will have two separate departments: Media Planners, and Media Buyers. The media planner’s role is to maximize returns on advertising spend across the different media channels. Media planners will analyze data and use this information to create strategies so that the advertising will reach the right target audience in the most effective way possible. This entails them to keep up to date on the ever-changing media landscape, audience behavior, and how it will affect the bottom line going forward. A Media Buyer, too put it simply, buy the media space. Once a planner is finished their research, they will pass along a detailed plan to the buyer. The buyer will take this plan, and contact media reps from the mediums the planner put into the plan and begin to gather pricing and then negotiate price to get a buy in place. Why the buys are in place, the buyer in addition with the accounting team will monitor to make sure it runs successfully. Since A3 is a boutique agency, there are not two separate departments, you’re doing all the said work above of a planner and then taking that information and buying the media. Being able to learn and execute both positions has been ideal for myself, I enjoy researching the information and crafting a custom plan for our clients, and then putting that plan into place and watching my research come to life.
For me personally making the transition to A3 Media was the right move for me professionally for a multitude of reasons. The boutique aspect is something that I believe has been very beneficial to myself. I’ve been able to get one on one training and hands on experience with current projects, which has taught me on the fly and how to handle different scenarios. Each person in our office handles a different aspect of the company, so coming in and learning each one of the different mediums and how to successfully plan and buy them, will only help make the agency work more efficiently.