How to VISA Successful Business on Facebook Ads
Selasa, 19 Desember 2017
Founded in 1958, Visa is a
global payments technology company that allows consumers, businesses, banks and
governments to use and access digital currency in more than 200 countries.
Today, Visa’s products and services are available across devices—on cards, laptops,
tablets and mobile.
Capturing consumer attention
Visa tested video ads in
Facebook News Feed alongside in-stream video ads on Facebook and Instagram.
In-stream ad placements appear as ad breaks within long-form videos on the
Facebook family of apps, which improves ad view duration and message retention.
Visa worked with agency BBDO
to create videos showing people using Visa to make digital payments for concert
tickets, plane fares and spa treatments with just a click of VisaCheckout, or
by a tap of their mobile phone to a contactless payment terminal. All videos
were short (10 seconds) and built for sound-off play with text overlays.
Visa broadly targeted the
ads to millennials and early tech adopters in the US. To gain a deeper
understanding of consumer viewing habits and the cost efficiencies of the
campaign, Visa worked with its digital agency SocialCode to conduct a 3-cell
comparison test, running video ads in: 1) Facebook News Feed only, 2) in-stream
only, and 3) News Feed and in-stream combined.
A Facebook brand lift study
for each cell showed that combining News Feed and in-stream ad placements
performed best—yielding the most efficient video view cost, the most video
views and the highest ad recall. Visa plans to continue with this ad strategy
for future campaigns.
The in-stream test promoting
awareness of Visa’s digital payment options, which ran from June 22–July 6
2017, was most successful when it combined both News Feed and in-stream video
ad placements:
7-point lift in ad recall
for in-stream video and News Feed video ads (versus control group)
4.7X video views with
in-stream video ads compared to News Feed ad placements alone
7X lower cost per video view
with in-stream video ads compared to News Feed ad placements alone
83% of video watched when
using in-stream video ads, on average