As a ground-breaking development, Facebook is replacing its relevance score -the ad metric that measures the success of your ad campaign with more measurable metrics. Facebook is retiring this score at the end of April and is replacing it with three different granular metrics such as:
Quality ranking: A metric that measures the quality of your ad as compared to other ads intended for the same target audience.
Engagement ranking: A metric that compares your expected engagement rate to other ads targeted for the same audience.
Conversion ranking: A metric that compares your expected conversion rates to ads with the same target audience and optimisation goals.
The relevance score is a metric that tells you whether your ad is relevant to the audience it is going out to. The new metrics that are being rolled out are similar to the relevance score but are a more detailed analysis.
According to Facebook’s official announcement, ”When used together, ad relevance diagnostics will help advertisers understand whether changes to creative assets, audience targeting or the post-click experience might improve performance.”
Importance of these metrics:
Whenever you run an ad on Facebook, it takes a look at your campaign goal and your target audience to understand what your audience is likely to do after seeing your ad. In other words, the relevance score is based on the expected action of your audience.
How are granular metrics more beneficial than relevance score?
Since the relevance score is based on expected performance, it is indeed a vague parameter to measure the success of your ad. It is one of the primary reasons why Facebook has replaced the relevance score with three granular metrics. The greatest advantage of granular metrics is that they give you a more in-depth and focussed view of your ad’s performance. According to Facebook, these metrics will help advertisers offer the best user experience for their audience. Facebook advertisers can get better insights to produce engaging videos to drive traffic and revenue.
Apart from relevance score, Facebook is planning to shut down six other metrics such as saved offers, cost per offers saved, messaging replies, cost per messaging replies, mobile app purchase and web purchase.
The three granular metrics will be rolled out by Facebook from April 30, 2019. It is highly important for advertisers to keep a tab of these metrics as they help with specialised insights about ad performance. This is indeed crucial for advertisers to strategise high-quality ad campaigns and improve their optimisation initiatives for better brand visibility and revenue.
As a landmark development, YouTube has now expanded its non-skippable ad format to more creators, brands and advertisers who are looking to monetise their content. One of the many advantages of non-skippable ads is that your brand can reach its target audience with a complete message. Also, since there is no option to skip the video, your customers have no choice, but to watch the entire ad campaign. With a duration of 15 seconds, non-skippable in-stream ads are very short in nature and pop up before, in between or after a video.
Where do non-skippable in-stream ads appear?
Ideally, non-skippable ads appear on YouTube, partner sites and apps associated with the Google Display Network. The charges for the ads are estimated based on CPM (cost per thousand impressions) bidding. In this case, you need to pay each time when your ad is shown 1000 times.
Steps to implement your non-skippable in-stream ads
Choose your campaign type and marketing objective
When it comes to the goal of your marketing campaign, your ad campaign dashboard gives you a plethora of options such as sales, leads, product & brand consideration, app promotion, website traffic and brand awareness & reach. For non-skippable in-stream ads choose your primary marketing objective as “brand awareness & reach”. The next step is to opt for your campaign type as “video”.
Set your campaign subtype as non-skippable reach
Ideally, YouTube offers 5 different forms of campaign subtypes such as standard awareness, skippable in-stream, non-skippable in-stream, outstream ads for mobile and ad sequence. So, when your marketing objective is brand awareness & reach, you need to set your campaign subtype to non-skippable in-stream ads.
Create your ad campaign
The first step in executing your ad campaign is to give the title of your campaign. Make sure your campaign name is within the limit of 120 characters. The next important task is to enter your budget value. This can be either total or daily accepted value. Once you set your budget, you can customise your campaign flight dates and other settings such as language and location. It will be great if you opt for video partners on the Digital Network to ensure maximum reach.
Set your bidding strategy
For non-skippable in-stream ads, the bidding strategy should be set to Target CPM (cost per thousand impressions). Ideally, through Target CPM, you are signing up for the average amount for every thousand times when your ad is shown.
Create your video ad
Choose an appropriate YouTube video which will be used for the ad campaign. Please note that your video ad cannot be longer than 15 seconds. If you wish to run a 20 second video ad, you have to contact the Google team for a whitelist request.
Execute your ad campaign
This is the stage in which you are all set to display your non-skippable in-stream ad to your target audience. You can measure the performance of your ad campaign by checking the completion rate in intervals of 25%, 50%, 75% and 100%. However, statistics such as average cost per view, number of views and view rate will not be displayed in the case of non-skippable in-stream ads, since they are measured based on impressions alone.
With so many innovations and advanced features, this is the right time for brands and advertisers to venture into YouTube advertising. The biggest advantage is that new features like non-skippable in-stream ads play a huge role in executing cost-effective ad campaigns to reach the next billion internet users in India. Apart from this, they also give you the opportunity to monitor real time insights about the views of your ad campaign.
As a part of our Second Digital Leadership Summit at Mumbai, a panel discussion was held on the future trends of digital marketing – AI, augmented reality and vernacular content. The two panellists were Ms Channan Sawhney – Head, Digital Marketing, Johnson & Johnson and Mr. Prathyush Kukreja – Head, Product Monetisation at Haptik. The session was moderated by Mr. David Appasamy, Head of Brand & Strategy, Social Beat.
Summary of the session:
Artificial Intelligence and Augmented Reality has a huge role in driving sales and ROI.
Brands must adopt artificial intelligence to deliver the right brand messages to the audience.
It’s high time for FMCG companies to adopt AI technology to break the clutter in the industry.
Brands must utilise the power of voice search and multilingual marketing to build an effective conversational AI.
Marketing automation has become much easier with the advent of AI and AR.
Evolution of AI
Prathyush from Johnson & Johnson enlightened the
audience on how the perception of AI has changed over the years. He said that
in 2015, AI was just a buzz word and no one really knew what AI was. The
preconceived notion was that AI will automate everything, leading to
unemployment. But, in 2018, the scenario has changed. Expectations have become
realistic and technology has come to a place where it can add value to
achieving the necessary business objectives.
Artificial Intelligence – A tool of competitive advantage
According to Prathyush, this is an era of Conversational AI, a subset of Artificial Intelligence backed with data collected by brands and advertisers. Brands must build conversational AI to communicate with the users based on their behavioural and transactional or historical behaviour. Unlike a television commercial or a radio advertisement, conversational AI is not linear and one-to-one. When you use conversational AI in advertising and branding, each and every customer is unique and the content will be customised according to the needs of that particular user. He further added that Artificial Intelligence considers several other factors such as the buying nature and purchase frequency of the user. This where AI is today. AI is no longer a buzz word today, but, it is a tool of competitive advantage. Currently, brands are competing with each other to develop better AI to deliver better ROI in terms of acquiring users and telling better brand stories.
AI can break the clutter in the FMCG industry
Channan from Johnson & Johnson said that AI technology is not utilised to its fullest in FMCG industry. If used properly, AI has the power to break the clutter and make the brand stand out. Brands can convey right messages to the user in such a way so as to create a long lasting impact on the audience. Johnson & Johnson is employing AI technology rather than AR. Google and Facebook have already started their AI and AR journey. Other brands have huge benefits from this. But, for FMCG companies, implementation of AI technology is extremely important since this is an industry that communicates with its audience on a day-to-day basis.
The need for localised content
According to Channan, consumers are always on a look out for good content on the Internet. In the case of Johnson & Johnson, there is a huge demand for content related to pregnancy and newborn care. It is observed that most of the customers prefer consuming the content in their own local languages. If you are a market leader in a particular industry, it is important to take the lead and provide the kind of content that the consumer is looking for. That’s why Johnson & Johnson has adopted an active native content strategy. One of the biggest priorities for Johnson & Johnson is to strengthen their regional content strategy so as to deliver the right brand messages for the audience in a manner that they want to hear.
The power of voice search
Prathyush highlighted the importance of integrating voice search and vernacular content to build the effectiveness of conversational AI. Nowdays, majority of people are accessing the Internet using vernacular languages rather than English. The Internet has witnessed a commendable shift with the introduction of voice search. This technology is much user-friendly in the sense that users can directly talk to the device without even touching it. Hence the power of voice search is immense. According to data from Google, after the introduction of voice search, Hindi is the most preferred language for content consumption. Taking this into consideration, Haptik is also working on developing a conversational AI with vernacular capabilities. Many of the leading advertisers are also leveraging Devanagari scripts and other local languages in their lead generation and branding campaigns on various digital platforms.
How are brands benefitting from investing in AI technology?
Channan cited that one of the biggest wins of investing in AI is that market study has become easier like never before. With the adoption of AI technology, brands can provide efficient solutions to customers in a much faster manner. This technology has the huge power to transform the way in which data is processed and maintained for delivering business results
Prathyush spoke about an interesting campaign that Haptik had conceptualised for the Bollywood movie Thugs of Hindostan. Google Maps was a great digital marketing tool for this movie. When somebody asked for directions, instead of the usual voice, users could hear directions from Aamir Khan himself. These innovations by Google and Facebook can be adopted by companies specialised in AI technology in order to help brands and advertisers offer value to their customers.
Artificial Intelligence for story telling
Prathyush cited a recent case study on how HDFC Life
executed a branding campaign using AI. The brand wanted to create awareness
about importance on investing in Life Insurance among the millennials. For this
Haptik created an AI personality called Shayari
wala who educated the millennials on the importance of investing in the
form of shayaris. The main reasons why HDFC strategised their campaign in this
way is primarily because millennials love story telling and they consume
content that is fun and quirky.
Can Augmented Reality become a reality in 2019?
According to Channan, Augmented Reality is a great
story telling tool for brands if it is used for delivering the right message.
For instance, some of the brands have incorporated AR for product packaging. A
well conceptualised AR lead can communicate great brand stories to the
On the contrary, Prathyush said that the use of AR in
branding and digital marketing is still vague and unclear. There is no clarity
on how brands can measure ROI, drive sales and generate leads using an AR
campaign. Augmented reality is a great platform for education and can be easily
adopted by real estate and gaming industries. But, it will take a few more years
for AR to establish itself in the digital landscape.
Role of AI and AR in marketing automation
AI plays a huge role in automation of ads, said
Prathyush. The time taken for education and lead generation have become much
faster with the use of AI technology. According to Channan, marketing
automation is all about programmatic ads, best custom audiences and precision
marketing that help in delivering right brand messages for the right target audience.
Migration of content users to vernacular chatbots
Channan also highlighted the importance for brands to
identify ways to migrate content users to vernacular chatbots. For this, brands
must focus on investing in real time machine learning and customised content
that can play a huge role in understanding your customers, drive sales and
This was indeed an insightful panel discussion and brand strategists from across sectors understood the need for adopting such advanced technologies like artificial intelligence and augmented reality to drive sales, generate leads and withstand competition.
Ashok Leyland is a pioneer in the commercial vehicle space and is the 12th largest manufacturer of trucks and 4th largest manufacturer of buses in the world. Below is a case study of a video campaign we executed for them.
Being one of the leading manufacturers of trucks in the nation, Ashok Leyland wanted to honour and express their gratitude towards truck drivers for their love, support and unrelenting efforts. The brand was looking for an engaging video with an emotional connection to celebrate the true unsung heroes this Diwali. The objective was to bring out the fact that it is because of the tireless efforts of these truck drivers that the entire world can celebrate Diwali with great pomp and gaiety.
Since a majority of the target group for Ashok Leyland are small business owners from the tier 2 and tier 3 cities of the nation, we took up a multilingual approach for better reach. Affordable data plans and drop in the prices of smartphones has led to an increase in consumption of vernacular content. In this regard, adopting a multilingual marketing strategy is crucial as it has enormous power to influence the next billion internet users in India. Since most of the truck drivers communicate in regional languages, we recommended a Hindi vox-pop video as the best medium due to its engaging and interactive nature. Hence, the video “Diwali Ke Asli hero Kaun Hai?” was born. As part of this vox-pop digital marketing campaign, people were questioned about various aspects of their Diwali celebrations. They were also asked to guess the people who worked continuously without taking a day off even for Diwali. The most common responses of the people were soldiers, doctors, milk vendors and security guards. Few respondents spoke about the role of truck drivers in transporting raw materials from various production hubs. Due to its conversational nature, the video was extremely powerful in recognising the valuable contributions of the truck drivers towards nation building.
“Diwali Ke Asli hero Kaun hai?” was promoted on all the major social networking channels of Ashok Leyland with the hashtag #YehDiwaliBadiNirali. This was also one of the most trending vernacular vox-pop videos of 2018. The video garnered over 2.5 lakh views across platforms with 3.1K comments and 400+ shares. Another highlighting feature of this video is that it was extremely successful in tapping the emotional chord of the audience. The viewers were enlightened on how happiness reaches them with the help of these truck drivers. The campaign has greatly uplifted Ashok Leyland into a socially responsible brand by throwing a positive light on the company and portraying it as a goodwill ambassador of its stakeholders.