MCSMN Blog

March 28, 2018

2018 Advertising Features Explained

By Taryn Offenbacher, Senior Communications Specialist

There are a lot of options to choose when you embark on social media advertising. We're not even talking about Facebook vs. LinkedIn (though we wrote a blog post on that, too) but the countless options within each platform.

To help navigate the basics, Cindy Elliott, a Senior Marketing Specialist on our team, offered some guidance, which we gladly share with you below.

Note: All placements use the same targeting, auction, delivery and measurement systems as Facebook ads.

Facebook

INSTANT ARTICLES 

Articles within Facebook's mobile app, pushed from various publishers (example: Huffington Post, USA Today).
  • Video or carousel ads can be displayed within the articles
  • No static image ads
  • Must be used in combination with mobile newsfeed
  • Does not allow the advertiser to choose publishers/content
  • Ads can exclude categories: debatable social issues, mature, tragedy & conflict, dating, gambling
  • Advertisers can upload a blocklist (specific list of publishers you do not want ads to appear in) - to be released

IN-STREAM VIDEOS

In-stream ads appear in videos from select creators and publishers who meet strict eligibility requirements. Ads won't appear until at least 60 seconds into the video.
  • Ads can exclude categories: debatable social issues, mature, tragedy & conflict, dating, gambling
  • Advertisers can upload a blocklist (specific list of publishers you do not want ads to appear in) - to be released
  • Only available with engagement-type objectives

SUGGESTED VIDEOS

When people click a video from their desktop or mobile News Feed, they watch it in a player of suggested videos. With this placement, you can insert your video ads between the suggested videos.
  • Not available with website-clicks objective

INSTAGRAM

STORIES

Instagram allows users to post "Stories" -- photos or videos that vanish after 24 hours. Advertisers can run ads that appear between stories.
  • Photo or video up to 15 seconds

AUDIENCE NETWORK

NATIVE, BANNER, AND INTERSTITIAL

Audience Network is a network of apps and websites outside Facebook that show Facebook ads within their content.

For any Audience Network placement, the following applies:

  • Does not identify which apps or websites ads will appear
  • Advertiser cannot choose apps or websites the ads will appear
  • Ads can exclude categories: debatable social issues, mature, tragedy & conflict, dating, gambling
  • Advertisers can upload a blocklist (specific list of publishers you do not want ads to appear in) - to be released

IN-STREAM VIDEOS

Ads will run before or during videos on third-party apps and sites (pre-roll, mid-roll or post-roll).
  • Only available with engagement or conversion (pixel) objectives

REWARDED VIDEOS

Users opt-in to view a video ad in exchange for something of value, such as virtual currency, in-app items, exclusive content, etc.
  • Only available with app installs or conversion (pixel) objectives

MESSENGER

HOME

Ads that appear in the home tab in Messenger.
  • Image or carousel only

SPONSORED MESSAGES

Targeted, in-context ads to re-engage people who have an existing conversation with your business.
  • Image only
  • Only available with website clicks or conversion (pixel) objectives

 

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Tags: advertising, digital ads, Facebook, Instagram, marketing, Platforms, Software, & Tools

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