Be persistent, adopt a test-and-learn approach in running Story ads

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 06, 2019, 3:55 AM UTC

Ad creatives must be tested against different attribution models.

This article suggests considerations to factor in for running Story Ads on Instagram or even Facebook. Jose Sanchez, head of the creative studio at states that businesses need to be persistent with a “test-and-learn approach.”

They must develop an iterative process to check variations of overall video length, fast versus slow pacing and content localisation. Sanchez adds that brands must regularly test their ad creatives against different attribution models to identify which model suits them best.

Andrew Foxwell, co-founder of social media advisory at Foxwell Digital suggests brands to use Asset Placement Customisation tool in Facebook Ad Manager to allows customising ad assets. With a “big” part of the News Feed audience moving to Stories, brands must be prepared to adapt, adds Sanchez.

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