Mumbai: Tata Docomo has started the Facebook mobile ads and Facebook News Feed Ads.
The company‘s brand page is managed by an independent full service digital agency-Interface Business Solutions.
According to the official communiqué, the newsfeed ads were undertaken with the objective of reaching a wider audience and increasing campaign performance. News feed can provide a "high engagement" channel for advertising as the ads sit right inside the users news feed and cannot be missed. With the number of Facebook users who access it through a mobile device rising; it is now possible to expose advertising communication to Facebook users on mobile as well.
Interface Business Solutions MD Sabyasachi Mitter said, "We have started the mobile and news feed ads as soon as it was made available and the initial response has been fascinating. CTR‘s are 10 times better than Marketplace (Stamp) ads while the CPC‘s and CPF‘s are about the same.
It may be noted that, post the IPO of Facebook recently, there has been wide spread concern of its (lack of) a mobile monetisation model. With almost 40 per cent of users accessing Facebook from mobile it was critical that Facebook opened up for mobile ads.
"There have been concerns at the agency on how to maximise advertising reach on Facebook especially on mobile, the new ad formats are a great initiative from Facebook and will renew interest among many advertisers. Following Tata Docomo we have already started mobile campaigns for our other clients like Panasonic, Viacom 18, SBI Cards, Bingo!, Minto Gol, NDTV Goodtimes, Kingfisher and Heineken among others," Mitter added.
Tata Docomo head internet marketing and e-commerce Praveen Gupta said, "Tata Docomo believes in finding new and more efficient ways to connect with the Facebook audience. The newly launched Mobile and news feed ads have given us just the right platform to plan more innovative engagement and content marketing strategies on the Facebook platform. We also believe that with Facebook capping the number of ads that will be shown to users in their news feed it would not cause much dissonance with the community. We are continuously monitoring the performance and as of now are very happy with what is being delivered."
