ICYMI: Facebook’s Stellar Q2, More Livestreaming Deals for Twitter, Olympics Paid Social Strategies
This week: Facebook crushes Q2, Twitter locks down livestreaming rights for two remaining major pro sports leagues, Adaptly shares Olympics paid social best practices, and Facebook research findings support placement optimization.
It’s safe to say that Facebook had a phenomenal second quarter: $6.44 billion in total revenue marked a 59% year-over-year revenue increase for the social network. $6.24 billion–over 96%–of its total revenue came from ad sales, with mobile ads in particular accounting for 84%. Facebook’s monthly user count jumped to 1.71 billion, 1.13 billion of which are on mobile devices. Facebook Messenger and Instagram also contributed to the stellar quarter by achieving 1 billion and 500 million monthly users respectively.
Another day, another livestreaming deal for Twitter. On Monday the MLB and NHL joined the NBA and NFL as Twitter livestreaming partners, meaning that Twitter officially has real-time streaming rights to all four major professional sports leagues. Twitter is known as a go-to platform for sports fans to discuss games and engage with their favorite players, and now they’ll be able to watch games live and access behind-the-scenes content only available through Twitter. The biggest test of the platform’s streaming capabilities will come this fall through the broadcast of 10 Thursday Night Football games for the NFL.
The Rio Olympic Games are only a week away but advertisers have had their paid social strategies in tip-top shape for months. 3.6 billion global viewers are expected to tune in to the Games, and 85% of them will be using additional devices while they watch. This creates a tremendous opportunity for advertisers to reach second-screening audiences on social media while they engage with content around their favorite events and athletes. Download Adaptly’s paid social best practices guide to see how your brand can best reach Olympics fans on social before and during the Games.
To test the efficiency of running ads across Facebook and Instagram simultaneously–also known as placement optimization–Facebook Marketing Science conducted a research study with ten brand advertisers across several verticals that explored campaign delivery, brand lift, and cost-efficiency. Placement optimization campaigns had 4.1% more reach, 5.2% lower cost per impression (CPM), and 5.8% lower cost per reach (CPR) than campaigns run on Facebook alone. These findings support the hypothesis that advertisers should extend their media plans across both Facebook and Instagram for brand campaigns. To learn how an entertainment brand drove efficiencies with placement optimization, check out Adaptly’s TV Land case study.