[CASE STUDY]

Customers are at the heart of du’s business and on the UAE’s 43 National Day, the company wanted to celebrate the occasion with them. This gave rise to a 360º campaign that would unite UAE residents to salute the spirit of the nation and showcase their love and pride for the nation.

End result: a 2 minute 55 second video—Narzif, which created social media history in the UAE by engaging over 11,000 residents from across the different Emirates, with over five million views in 3 months.

Read the case study

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You wanted it? Facebook made it. The social network recently released a new advertising tool, Reach & Frequency, which makes it possible to accurately estimate the budget needed to be allocated to your ad campaign in order to achieve a particular coverage percentage of your target audience. After having determined your market, your target and the broadcast period, Reach & Frequency allows you to adjust the coverage percentage and repetition rate, similar to how this is done for other offline media. Simply move a slider based on your objectives to calculate the needed media budget to be allocated.

Having used this feature for several weeks now, our Keyade consultants are pleased to share their initial feedback and results. By allowing a purchase method with a guaranteed CPM, Reach & Frequency provides a number of benefits: a guaranteed target coverage and repetition rate regardless of ad pressures or competitors' levels of activity during the same period. Your ads receive a higher priority than "classic" CPC purchases. Furthermore, this new tool is very similar to offline media planning tools, allowing you to compare the budget to be allocated to Facebook with one or several offline media in order to obtain identical coverage/repetition combinations. It should be noted that the target audience must be over one million users.

With Reach & Frequency, Facebook is meeting an ever growing need by advertisers to measure the effectiveness of their investments. For further information, please refer to Facebook's user guide.

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In late February, Facebook announced the launch of Dynamic Product Ads, a new ad format that lets online merchants promote their product catalogue on the social network using dynamic ads.

In similar fashion to Google Shopping, Facebook's Dynamic Product Ads are generated from an advertiser's product data stream. They include the price and an image of the item on offer and are displayed using a Multi Product Ad. More information available at this link.

Feedback on this new feature coming soon ...

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As advertising formats continue to proliferate, we have gathered information in a document in which we provide our input based on our experience.

Read the info record

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"Social media advertising". The term immediately brings Facebook and Twitter to mind, and perhaps LinkedIn. But what about photo sharing networks like Instagram, an application that has been hugely successful especially with younger audiences? With 200 million active users worldwide, Instagram is gradually but firmly embedding itself into the social media landscape. But what is it, exactly?

A photo sharing application created in 2010 and purchased by Facebook in 2012, Instagram has already made its mark as a must-have social network for the under-30 crowd. As for advertising, based on the highly promising initial results from American advertisers, Instagram ads have a greater impact than the average social network ad in terms of user engagement. There is as of yet no official launch date for the Middle East, but advertising on the application is set to accelerate during 2015, and remains an opportunity advertisers would do well to keep a close eye on.