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The 2017 Advertiser’s Guide to SCALING GROWTH WITH

FACEBOOK AND INSTAGRAM

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2017 will be the year of Facebook and Instagram

To stay competitive and capitalize on the massive business growth opportunities on both channels, advertising teams must stay on top of the most important trends in the fast-changing marketplace.

2016 was a breakthrough year for Facebook and Instagram—but 2017 is slated to be even bigger.

There’s constant innovation happening in the Facebook and Instagram advertising ecosystem.

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What’s in the presentation

Emerging market trends that will impact your 2017 advertising strategy

New ad products and opportunities to help fuel success Expert Facebook and Instagram insights for the year ahead

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7 Facebook and Instagram ADVERTISING TRENDS TO WATCH

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1. Digital overtakes TV ad spending

Digital ad spend surpassed TV ad spend for the first time ever in 2016.

For marketers in industries that historically haven’t focused on video advertising, new opportunities on Facebook and Instagram could make 2017 the year to make video a priority.

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2. Mobile reigns supreme

Analysts predict that mobile’s growth will continue throughout 2017, bringing in more than $29 billion in revenue on Facebook. The rapid growth is a sign that reaching Facebook users on mobile is delivering ever- increasing business value for marketers across industries.

As Facebook users have gone mobile, advertisers have followed. 84% of the company’s Q3 2016 ad revenue was from mobile advertising—an increase from approximately 78% one year prior.

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3. Mobile video advertising reaches new highs

Video’s share of mobile ad spend is skyrocketing, and will likely continue to grow through 2017.

In North and South America, advertisers targeting mobile audiences on Facebook turned to video ads more than ever before in Q4 2016. 18.9% of mobile ad spend was allocated to video ad formats, representing a 20% quarter-over-quarter increase.

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4. The demand for transparency grows

In June 2016, the Association of National Advertisers (ANA) released a report outlining an overwhelming lack of transparency between agencies and advertisers.

The report found that non-transparent business practices were pervasive in the industry, with many agencies engaging in behavior such as receiving cash rebates from media companies based on ad spend. Last year more companies than recognized the importance of transparency and brought control of digital advertising in-house. This trend will continue to gain momentum in 2017 as marketers demand transparency into how their ad budgets are driving ROI.

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5. Instagram advertising explodes

Advertisers have flocked to Instagram as they realize the platform’s effectiveness for driving meaningful ROI outcomes. Instagram has been so successful in delivering value to marketing teams, that the company surpassed 500K advertisers on the platform in September 2016.

Throughout 2017, look for continued and rapid development of new advertising opportunities to offer even more creative ways to drive real business growth.

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6. Facebook and Instagram accelerate ad innovation

The pace of innovation on Facebook accelerated last year, and many of the biggest leaps forward will have an impact on campaigns strategy well into 2017. Here are just a few of the more significant developments over the past year, all of which are worth considering as part of a 2017 advertising strategy.

One of the reasons Facebook and Instagram advertising have become such valuable tools for modern profit-driven marketing teams is relentless innovation. Facebook is constantly developing new and unique ad products for both platforms to help advertisers drive the business outcomes they care about most.

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6. Facebook and Instagram accelerate ad innovation

Dynamic AdsIn the last quarter of 2016, dynamic ad adoption across advertisers using Nanigans skyrocketed 165% year-over-year. With the ability to drive returns like 30% higher ROI and the promise of continued innovation in 2017, dynamic ads are a powerful tool for profit-driven advertising across industries.

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6. Facebook and Instagram accelerate ad innovation

Lead AdsLead ads are a powerful ad format with an integrated lead form. They enable potential customers to submit information more easily so marketers can follow up and generate new business faster.

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6. Facebook and Instagram accelerate ad innovation

Canvas Ads2016 brought the introduction of canvas ads to Facebook. These ads deliver a interactive mobile experience where advertisers can use imagery, video and more to showcase their products.

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Facebook Audience Network amplifies impactFacebook Audience Network enables marketers to extend their ads to reach people outside of Facebook by automatically adapting ads to new native, interstitial, and banner formats.

A study of Nanigans’ top-spending mobile app install advertisers using Audience Network revealed impressive performance gains.

Compared to mobile app install campaigns run only on Facebook native, Audience Network delivered higher returns at lower costs

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For more guide, reports, and case studies, visit nanigans.com