Actimel is a yogurt drink available in 12 delicious flavours and a great way to start the day as part of a balanced breakfast. Actimel contains Vitamin B6 that contributes to the reduction of tiredness and fatigue. It also contains Vitamins B6 & D to support the normal function of the immune system.
About MEC UK
MEC is one of the world’s leading advertising media planning agencies with expertise in digital media, social media marketing, and much more. The fifth largest media agency in the world, MEC clients include Vodafone, Netflix, Paramount Pictures, Marriott, Chanel, GE, Visa, Xerox, Colgate-Palmolive, Chevron, Beiersdorf, Tiffany, and Michelin.
Actimel and MEC have produced an effective and innovative approach to distributing content with timely and cultural relevance, helping us resonate further with our target audience.
Marjorie Borreda
Actimel Global Digital Manager & Elsa De Guzman / Head of Media and Digital
The Challenge: Finding Fans Across Location, Weather, and Sports
MEC UK was looking for a solution for its client, Danone Actimel, that could target consumers by geolocation, leverage weather signals and football scores, and reach people according to shifts in both. Also, MEC wanted to achieve a Cost Per View of £0.03 for three seconds of video.
The Solution: Trigger Based Video Remarketing For Full-Funnel Engagement
MEC used Marin and its status as a Facebook Marketing Partner to retarget the people who were exposed to Danone Actimel videos for three seconds or 95%. Using trigger-based ads, MEC targeted a large audience to ensure Actimel’s brand got maximum and precise exposure. Since Marin has a partnership with TVTY that allows customers to leverage specific triggers—including, for this project, weather patterns, pollen alerts, travel conditions, and more—MEC UK found the platform uniquely fitting. After the triggers were created and linked to campaigns, the campaigns were activated or paused based on the triggers to ensure messages were shown at appropriate times. Danone Actimel provided its creative assets to MEC UK. These assets were all designed to deliver messages encouraging consumers to stay strong in everyday situations. These assets were all designed with the specific themes of happiness and bad days, one for each day of the week. The campaigns were then planned and set up according to the associated trigger and creative asset. The overall strategy included a media plan based on precise and methodical campaigns for reach and frequency, engagement, and video views. Naming conventions made it easier to report on campaign performance, and mass duplication allowed the team to update the campaign in bulk—including duplication of the start, end date, budget, and bidding at the campaign/ad set and ads level. In addition, Marin’s video remarketing and auto-pause features allowed Danone Actimel to retarget to custom audiences and automatically pause ads with lower click-through rates. Marin’s TV Sync automatically activated Danone Actimel’s social ads based on customizable offline events. Other beneficial features and tactics included:
Spending cap limit: setting an overall budget limit for the account
Budget distribution based on the target size of remarketing audiences
Pivot tables: reporting capabilities at the creative and targeting levels
Extra link URL: for sharing reports with the client
Import: easily transfer campaigns from Power Editor to Marin
The Results: Lowered Costs and Simplified Workflow
In conjunction with Facebook’s power and reach, Marin’s dynamic retargeting capabilities drove superior results. The brand achieved:
66% less cost per video view on Facebook
60% less cost per 25% video view
70% less cost per 95% video view
39% higher CTR
MEC UK and Danone Actimel were also able to attain less cost for specific triggers on 95% of video watched:
TV Moments: -25%
Live TV: -52%
Weather: -54%
Sports: -92,7%
Pollen: -52%
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White paper
PPC for B2B: a Performance Marketing Survey Report for 2023
To help you stay on the leading edge of performance marketing, we surveyed over 300 B2B marketers to uncover actionable insights that will help you improve the performance of your PPC investment. Through a Marin and LinkedIn partnership, we sought out to understand what B2B marketers face right now and how they are dealing with a complicated market. Read the full report to get a better understanding of how B2B marketers are changing their approach this year.
What You'll Learn from the Report:
How budgets have changed through the years 2020 to 2023 and how budgeting complexities affect the work of advertisers this year.
What challenges are most prevalent this year and how other marketers like you are adapting.
The critical role audience targeting plays in your success, especially during a recession, and some interesting trends relating to targeting techniques.
The types of content and campaign management techniques are currently helping advertisers move buyers through the sales funnel.
What paid social or PPC channels are providing the best ROAS or conversions for B2B right now.
The Complete Guide to Paid Social: 2024 Trends and Predictions
As we head into 2024, it's a good time to explore the latest social media advertising strategies to elevate your business. But what should you focus on? In this article, we'll talk about what's happening in paid social media advertising right now and what's coming up. With trends changing swiftly and affecting how users leverage social media, it's essential to keep up. Let's talk about how you can use these trends to make your strategy even better.
Current Landscape of Paid Social Advertising
Many things affect the market, especially the global economy. For instance, social media ad spending didn't grow much in the first half of 2023, which can be explained by economic downturns, new technologies, and unexpected changes like Twitter switching to X. However, these numbers started to stabilize, and digital ad spending is expected to rise in 2024.
But spending isn't the only concern for brands. They also struggle to keep up with rapid changes in digital platforms, consumer attitudes, and world events.
One notable trend is the rising popularity of TikTok, thanks to its low advertising costs and high engagement rates. YouTube is also stepping up its game by investing heavily in Shorts, making it a strong competitor to TikTok. Additionally, significant investments in AI technology are being made. Meta, for example, plans to invest over $30 billion to enhance its AI capabilities for advertising, Reels, Feed-based, and generative AI projects.
However, let's not jump to conclusions. Instead, let's focus on the particular trends and forecasts influencing the future of paid social media in 2024 and onward.
Emerging Trends in 2024
Consumer behavior significantly influences the paid social landscape in 2024. At the same time, specific trends are emerging that will not only change the way we approach paid social but also impact how consumers view brands.
Video Dominance
Video content is set to maintain its position as the leading format on social media platforms in 2024. This isn't surprising, given that more than half of marketers believe video is the most effective format for achieving marketing goals. Furthermore, 87% of marketers agree that video content drives sales.
In terms of user preferences, short videos - those lasting up to a minute - are particularly appealing to 66% of users. Authenticity is also key for users, which bodes well for brands as short videos remain popular.
However, there's an emerging trend: social media users are increasingly finding longer videos more engaging and meaningful compared to shorter ones. For example, TikTok users are spending more time watching videos that last a minute or longer. Additionally, live-streaming video is gaining prominence, with platforms like TikTok encouraging hour-long broadcasts.
Several factors are driving this shift towards longer videos:
Users want more in-depth information about brands and products.
User-generated content is becoming essential for social media strategies, promoting authenticity and diversity of content.
Longer videos serve an educational purpose and satisfy users' desire for informative content.
Video remains an effective storytelling medium, and longer formats allow for more in-depth storytelling.
Longer videos often provide more value to viewers due to the effort and information invested in their creation.
It seems that video content will continue to dominate social media platforms in the foreseeable future
AI-Powered Personalization
Studies show that 72% of consumers engage only with personalized content, while 81% of consumers expect brands to meet their needs and engage with them at the right time.
AI-powered personalization, like direct messaging conversations and messenger integration, is key for providing tailored customer service, interactions, and transactions. It's not just about using a customer's name; it's about dynamically adjusting content, product suggestions, and recommendations based on real-time data from user interactions. This level of personalization creates a more engaging and relevant user experience, ultimately leading to more purchases.
Currently, 92% of businesses utilize AI-driven personalization tactics, with 9 out of 10 marketers reporting increased ROI from implementing personalized strategies. Additionally, 24% of consumers believe retailers should use AI to provide more personalized recommendations. Hence, leveraging AI for personalized connections is essential in today's market.
"Many customers are looking for AI-powered software solutions to make the user experience more personalized. I'm sure it's something that is going to remain a hot topic for a long time to come," says the CMO of DDI Development.
Social Commerce Expansion
Social commerce combines online shopping with social media, making it easy and convenient to buy directly from your favorite platforms. It's not just a fad, it's the future of online retail. Experts predict that social commerce will grow bigger than traditional e-commerce. In the U.S., it's expected to make up 6.6% of total e-commerce in 2024 and reach about 8.5 trillion U.S. dollars by 2030.
As social commerce gains traction, businesses must use popular social networks effectively to boost sales and influence, seizing the vast opportunities available while staying competitive.
Influencer Marketing 2.0
Influencers aren't just people who have sway over audiences; they're reshaping how trust-based sales work on social media. A study found that one in four social media users bought something based on an influencer's recommendation, and 23% of marketers use influencer marketing.
Influencer marketing 2.0 goes beyond teaming up with social media stars to promote brands. It's about using advanced tools to measure collaboration effectiveness, like AI-powered analytics for selecting influencers, tracking performance in real time, and creating personalized content. This new marketing approach focuses on long-term partnerships, authenticity, and natural engagement.
The impact of AI on influencer marketing is significant. For instance, Meta is actively rolling out new AI experiences across its products, such as AI Personas - AI versions of celebrities that can contribute to the personalized interactions between influencers and brand followers. The future is already a reality.
Interactive Content
Another trend to consider and adopt is interactive content. While the concept of user-centric content isn't new, in 2024 it's evolving in new ways to drive engagement, which is critical to social media and sales success. Did you know that 62.3% of the world's population are social media users, spending an average of 2 hours and 23 minutes daily? For example, users spend approximately 23 hours and 28 minutes per month on TikTok, 23 hours and 9 minutes on YouTube, and 12 hours on Instagram. These are averages that could be even higher for your audience.
In 2024, interactive content and gamification will be key to capturing and keeping the attention of these people. This can be achieved through surveys, quizzes, contests, and challenges that encourage active engagement with your brand. The power of this approach is that it encourages people to take action rather than passively observe.
Additionally, engaging branded games can play a significant role. They should be simple yet captivating, enhancing brand awareness. Interactive content aims to communicate brand values by showing interest in each user's personality, fostering a strong connection between users and the brand. Through interactive content, brands demonstrate that they value and listen to their users, thereby fostering loyalty.
Social Listening and Conversational Ads
Brands need to move beyond one-way communication and actively listen across various platforms, including forums and blogs, not just social networks. Social listening provides valuable insights by tracking customer sentiment, understanding expectations, anticipating trends, and managing reputation. This understanding enables effective communication tailored to avoid alienation and ensure positive responses. Meanwhile, identifying emerging conversation topics allows for proactive adjustments.
Now, let's discuss Conversational Ads, found on platforms like Facebook Messenger and WhatsApp. These interactive ads initiate conversations with users, offering help, product recommendations, or seeking opinions to drive deeper engagement and actions like website visits or purchases. Conversational Ads are expected to strengthen customer relationships, which will be critical to marketing strategies in 2024 for deeper customer connections.
Predictions for the Future
We've discussed the latest trends in paid social media, but what's on the horizon? What can we anticipate to prepare for upcoming shifts in the market? To help you stay ahead, we've compiled a list of paid social predictions to keep an eye on. By staying informed, your business can adapt and thrive amidst any unforeseen developments down the line.
Augmented Reality (AR) Advertising
Augmented reality (AR) advertising is a growing strategy that enhances consumer experiences and delivers more brand information using AR technology. The mobile AR advertising market is booming, with global revenue projected to reach $6.68 billion by 2025.
How does it work? AR utilizes smartphone cameras to overlay 3D models or virtual objects onto real-world settings. For instance, companies can place QR codes in brick-and-mortar stores, triggering pop-up messages or virtual experiences on users' smartphones when scanned. AR and VR platforms also enable virtual conferences, trade shows, or product launches, offering cost-effective alternatives to physical events.
Integrating AR into social media marketing helps brands stand out and cultivate an innovative, customer-centric image, giving them a competitive edge. For example, Sephora launched a "Find your Fragrance Vibe" AR ad campaign on Instagram. Users could test fragrances by tapping the screen, triggering an AR effects filter matching their ambiance to a fragrance. This campaign increased brand awareness and associated Sephora strongly with fragrances, outshining competitors.
Sustainability-Focused Campaigns
Consumers are increasingly looking for brands that reflect their values, especially when it comes to sustainability. With more than 90% of respondents favoring more sustainable brands, companies need to adhere to these principles. Social media provides an ideal platform to demonstrate openness, transparency and responsibility.
The sustainability-focused campaign trend suggests that brands will emphasize their commitment to ethical standards by integrating sustainable themes into their advertising and brand development. This approach is projected to foster a deeper connection with socially conscious audiences.
Enhanced Analytics and Attribution Models
As customer journeys change, better analytics and attribution models are becoming more crucial in digital advertising.
A big deal in this area is the update to how Google Ads tracks results in 2024. It's changing the way advertisers analyze campaigns, especially when it comes to understanding which ads, keywords or campaigns drive the most conversions. This change moves away from traditional models to a data-driven model, which aims to capture the entire customer journey.
Using machine learning, this model looks at all the touchpoints, giving a more detailed view of the customer journey. While it opens doors to more insights, it also brings challenges. Advertisers need to adapt by rethinking strategies and dealing with the complexity of these new models.
To get the most out of data-driven attribution, advertisers need advanced analytics tools that can handle complex data. Techniques such as predictive and prescriptive analytics will be key to understanding customer behavior and how well different marketing channels are working.
Increased Focus on Social Responsibility
Companies are shifting focus from just making money to caring about social and environmental issues. They're now interested in things like protecting the environment, supporting women's rights, and helping the less fortunate. This kind of policy makes companies look better to consumers, investors, and shareholders, and it generally helps their business grow.
Being socially responsible also builds trust with customers. For instance, if a company regularly donates some of its profits to help people affected by disasters or wars, customers who care about those causes are more likely to support the company.
Socially responsible companies attract employees who want to make a difference, not just earn a paycheck. They see it as a chance to do good in the world. Because of their positive image, companies that care about social issues often have an edge over competitors.
Socially responsible practices can go beyond marketing campaigns and become the backbone of a brand, as evidenced by the example below.
Lucy & Yak, an ethical clothing brand, makes colorful clothes from recycled materials. Their mission is to use organic or recycled fabrics to create comfy, timeless designs. This promotes responsible shopping, so customers can wear their clothes longer.
The brand also promotes self-acceptance and a positive body image, attracting customers who share these values.
What's most valuable is the response the brand gets from people. You can see it by reading the comments under their posts.
Customization of User Experience
Paid social is moving towards more customization and better user experiences, and these trends will continue into 2024 and beyond. We can see this with "for you" recommendations on platforms like Google, YouTube, Instagram, and TikTok, where content is tailored to our past choices. Factors like preferred topics, time spent on the app, types of videos watched, and even content we've avoided are taken into account. Surveys are also used to understand user preferences better, especially when recommending content outside their usual interests.
Social media algorithms are changing to prioritize user experience, focusing on meaningful engagement rather than just likes and shares. They promote interactions like quality comments and personalized shares, using machine learning for personalized content. Algorithms now prioritize relevance over popularity, ensuring content aligns closely with users' interests. For businesses, this means creating high-quality, engaging content to encourage meaningful interactions with their audience.
Regulatory Changes
In 2024, social media platforms will face growing demands to transparently address misleading and harmful content. With the rise of generative AI, managing online content is getting more complex. Compliance will be critical in the fight against misinformation.
New laws are expected to force platforms like Facebook, Instagram, and YouTube to invest more resources to combat misinformation and hate speech. These laws also prohibit targeted ads based on factors such as ethnicity, religion, or sexual orientation. Meanwhile, each platform has its own rules and guidelines for users to follow. For example, TikTok's community guidelines focus on safety, authenticity, and a positive user experience, addressing issues such as hate speech and bullying.
Furthermore, Google and Meta will undergo annual audits to identify systemic risks associated with their social assets. Search engines will also be required to suppress misleading search results.
Overall, based on past experiences, combating misinformation and hate speech and ensuring a safe environment for brands and users on social media will remain a priority in 2024.
Conclusion
With so many changes happening in the paid social landscape, it can be daunting to keep up with the latest trends and improve sales and marketing campaigns. But don't worry. With this guide and the support of marketing experts, you can increase your sales in 2024. Remember, with the right approach and AI-powered solutions, you can take control of your marketing efforts.
Agency Saves Time and Increases Revenue by 20% with intelligent budget pacing from Marin Ascend
Intro
Agencies that manage clients with many locations often struggle to manage budgets at scale. It’s crucial to spend exactly what the client expects across dozens, or even hundreds of locations – often working across just as many publisher accounts. Marin has solved this process by automatically monitoring campaign spending and making AI-powered, real-time budget adjustments to hit the target spend. The result is less work, better results, and no missed opportunities.