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    It's A Metric!: First Time Impression Ratio

    Today’s metric is one I just learned about: First Time Impression Ratio (FTIR)

    According to Meta, FTIR is:

    The percentage of your daily impressions that comes from people seeing your ad set for the first time.

    FTIR = Reach / Impressions

    The lower your FTIR, the higher your frequency.

    This matters because you can’t survive on “moment of conversion” traffic alone. Such a small sliver of any platform’s user base is in-market for your given offer at any one moment that you should run campaigns to gain brand awareness (this is why you need both brand and performance marketing (and yes, smaller budgets can put these considerations on hold)).

    Attention is gold.

    A member of the Foxwell Digital community uncovered an interesting FTIR trend:

    a dramatic decline from approximately 60-70% to 10-25% over the past 6-12 months [as of March 2024].

    This drop suggests a saturation point where the same audiences are being reached repeatedly, leading to what can be termed as ‘audience fatigue,’ rather than just ad fatigue.

    The root causes identified include a lack of creative differentiation, reduced influencer marketing budgets, and underinvestment in emerging platforms

    A metric on its own isn’t very helpful, but First Time Impression Rate + Frequency could be a useful combo in your budget allocation and performance analysis arsenal when auditing your social accounts.

    the first time impression ratio formula of reach divided by impressions over a yellow outline emoji eye background
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    Friday Marketing Links | 031524

    1. TikTok’s potential U.S. ban stirs marketers, spurs contingency planning

    Meta could capture between 22.5% and 27.5% of TikTok’s U.S. ad revenues in the event of a ban.

    YouTube stands to gain an additional $1.24 billion to $1.53 billion, with $410 million to $500 million of TikTok’s ad revenues redirected to Google’s display and search businesses

    One of the early thought exercises I was given at Blue Ion was: what happens if Meta was shut down tomorrow?

    It’s a good question to occasionally ask about any important distribution channels.

    1. Apple Buys Canadian AI Startup as It Races to Add Features

    DarwinAI has developed AI technology for visually inspecting components during the manufacturing process and serves customers in a range of industries. But one of its core technologies is making artificial intelligence systems smaller and faster. That work that could be helpful to Apple, which is focused on running AI on devices rather than entirely in the cloud.

    Apple was launching Vision Pro while the rest of the Valley Giants were pivoting to AI. But the benefit of a massive bank account is the ability to buy whatever you want.

    Apple has also been really secretive about their AI plans, claiming “disclosure of strategic plans and initiatives harmful to our competitive position and would be premature in this developing area.”

    Apple is at the forefront of ambient computing, and on-device AI will be a key component. Plus, Apple is the only one of the giants that isn’t really a cloud company and is most definitely a hardware company.

    1. Report Finds No Correlation Between Social Media Engagement and Content Readership

    Social media apps are gradually becoming more valued as entertainment sources, while actual interaction shifts to smaller, enclosed chats and communities.

    Notice how all the platforms focus on “discovery.”

    Across all the articles and topics we analyzed, we found no clear connection between social engagement and actual readers of the news.

    Understand vanity metrics vs. brand metrics vs. performance metrics.

    1. Podcast Frenzy Report

    podcasting is taking over traditional media consumption time, with respondents reporting 28% of them watch less TV and 24% browse social media less often. Gen Z podcast discovery is a mix of methods. 46% of Gen Z respondents rely on social media recommendations, and 33% of younger Gen Z browse top charts and “best of” podcast lists.

    Audio! Audio! Audio!

    1. What We Learned About Creative From Analyzing $3M in Podcast Media by Caroline Culbertson

    Findings include midrolls outperforming both pre-rolls and post-rolls for placement. A quiet value-add for host-read contracts is hosts tend to go over their contracted ad length. Right Side Up found the sweet spot for “60 second” host-read ad performance was host-read creatives that landed between one to three minutes.

    Podcasts foster parasocial relationships which gives host-read ads some extra oomph in the persuasion department.

    1. The bad ad ecosystem: Here’s what the research says

    five types of bad ads, each varying in harm for the marketer: malicious ads, spoofed ads, scam ads, heavy ads and miscategorized ads.
    …
    The easiest thing is [ad buys] are cheap. [Bad ad creators] don’t wanna spend a ton of money on it. So they proliferate in places with really low CPMs
    …
    marketers should work on making good ads. Ensuring the proper ads for the right environments is key, along with keeping on top of creative

    1. Layoffs could be coming as debt-laden firms navigate the pain of higher rates, economists say

    Higher rates spell trouble for US companies with near-term debt maturities.

    Rate changes and inflation measures are the important indicators this year.

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    How To Connect To Your Clients' Meta Account

    One of the most annoying things we have to deal with on a (fairly) regular basis with Blue Ion clients is getting access to various Meta properties and tools so we can manage their advertising.

    This isn’t because of the clients, it’s because of Meta. It’s pretty much always a headache and 3x more clicks than you would think necessary.

    Before I outline the process we’ve landed on lately (for now?), a few ground rules we play by:

    • This assumes the client already has a Meta Business Manager setup and they can access it (this can be a big assumption). If one doesn’t exist we’ll help create one for/with them.
    • We believe that these accounts belong to the client and if they choose to move away from us as an agency, they should easily be able to take the accounts with them. We are working on their behalf, they aren’t renting their advertising from us.
    • We set it up so the clients are billed direct by Meta, we don’t charge passthrough markups or CPC fees (see above point).

    Now, on to the access!

    We’ve found the easiest method is having the client add us to their Business Manager as a partner (official documentation here).

    We grab our business ID from the main business settings URL for our agency Business Manager. This is the most reliable way I’ve found to get it in an easy copy-paste format.

    We then share that with the client along with the documentation link.

    They then access their Business Manager settings, navigate to Partners in the left menu, click the blue “Add” button, and “Give a partner access to your assets.”

    The assets that need to be shared may change on a case-by-case basis, but we ask for:

    • Facebook Page
    • Instagram account
    • Ad Account
    • Pixel / Dataset

    The ideal is to get manage access for all assets, but we just request the highest level they’re comfortable granting us.

    Then we wait for them to appear in our Partners list and assign out asset access as needed.

    Voilà! Happy advertising!

    & stay curious

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    From episode three of A History of Rock Music in Five Hundred Songs:

    Once you give a collection of things a name—the way people’s minds work—they start thinking because those things share a name, they’re the same kind of thing.

    Names and genres and labels matter.

    The human brain is designed to pattern match and categorize and bucket and metaphor to save on processing power.

    (Neural networks are designed to do this for AI models via weights.)

    In grocery aisles, “water company” usually means plastic bottles—it’s what shoppers expect. Liquid Death smashes that expectation, so it stands out.

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    Ambient computing is coming

    Apple has explored the idea of developing new wearable devices — including a fitness ring, smart glasses and even AirPods with cameras — to broaden one of its most important business areas.

    This is a mix of Apple targeting products from other brands (Oura, Meta Ray-Bans, Snap Spectacles, etc) and building the product ladder that leads to the Vision Pro as the eventual replacement for the Mac line.

    via Bloomberg

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