Global social media ad spend is expected to reach £4.9m in 2021. This reflects the rising number of global social media users, which grew to 3.96 billion in 2020, an increase of more than 10% over the previous year. This now means more than half the world’s population (51%) use social media.
Given this strong performance, visibility into the effectiveness of a brand’s spend on social platforms is crucial. Marketers are under increased pressure to ensure their budgets are working hard and measurement is the key to understanding advertising effectiveness on social platforms.
In a primarily mobile scrolling environment it can be challenging for brands to capture consumer attention as consumers engage differently with social content, but viewability standards are the same across the industry regardless of environment.
Starcom partnered with IAS to get visibility into how effectively their media is being spent on Facebook. The agency ran a number of different tests within Facebook to see the impact of campaign objectives, optimisation methods, buy types, and placements on viewability performance in the IAS dashboard.
By using IAS data, Starcom UK’s social team adjusted their media buying strategy to meet viewability requirements for the client and deliver strong performance on Facebook.
Download the case study to learn how Starcom used IAS data to meet viewability requirements for the client and deliver strong performance on Facebook.