Though Facebook has become the dominant social network in just a few years, many advertisers don’t yet understand how to optimize for it. One challenge, in particular, has been ad fatigue because users often see the same ad for extended periods. Because most advertisers don’t have the bandwidth or tools to constantly create and test new creative concepts, Facebook ad campaigns can plateau within days instead of weeks or months.
As we look to 2015 and beyond, we think there are three factors that will be critical to Facebook advertisers driving mindshare, revenue and loyalty:
- Quickly developing new images and calls-to-action to battle ad fatigue
- Smartly matching images to audience characteristics. So if you’re targeting an audience in Chicago, using relevant landmarks in ads will probably resonate more
- Developing specialized ad creative for app installs and mobile devices
At Boost, we work with leading social and app marketers like Zynga and Scopely and help them generate ad creative, test new approaches and drive user acquisition. Also, because we can help generate new ad creative at-scale for different devices, we reduce operational complexity and free up time for testing and optimization.