Perhaps one of the areas in which we as digital advertisers spend more of our time than anywhere else is with social media creative. As we’ve covered, social advertising creative needs to be refreshed on a regular basis given the reach & frequency of these platforms; that adds both cost and the need to develop numerous social media assets over the course of a campaign. As this is a best practice, producing a lot of creative for social media advertising is unavoidable.
But, if advertisers had the ability to extend the life of these social ads, beyond the four weeks we recommend they run them now, would that make producing all of this social media creative a little less of a roadblock?
That is the intention behind our partner StackAdapt’s new social display ads: the ability to harness top performing creative from platforms like Facebook and LinkedIn across the open-web.
Social Display Ads: Introduction
The concept behind StackAdapt’s new feature is simple: take what is already performing well on social media, and integrate these creative into IAB-standard banner ad sizes (300×250, 300×600, etc), so that advertisers can use them across channels such as programmatic display.
Social display ads double the lifetime of your social media creative, and then some, as we recommend six-week rotations for display ads. Advertisers can choose to run the same creative on social and display simultaneously, or stagger top-performing social creative to run a phase or two behind on display.
Ad Features
StackAdapt handles the behind-the-scenes work on getting social creative reformatted and resized for display, saving advertisers the time of doing that on their own. Social display ads dynamically update stats such as comments, likes, and shares, bringing the socialized aspect of these ads onto the open web (note: ad actions can still only occur within the social network itself).
Multiple popular IAB banner ad sizes are generated from each social ad, including mobile and desktop-friendly sizes.
Benefits of Social Display Ads
Cost and time-savings aside, social display ads can help small business advertisers keep synchronicity in messaging and creative style across advertising channels, which can be difficult to do when you are rotating creative for channels at infrequent intervals. These new social display ads also enable more extensive testing between social and display audiences: messaging can be tested on either channel before going live on the other, depending on which platform you feel more comfortable experimenting with (we’d recommend the lower performing one).
Social display ads can also help advertisers with small budgets produce animated creative for display, which can be both costly and difficult for one-person marketing teams to build on their own. Video content such as Reels and TikTok videos can find new life on the open-web, no coding required.
How to Take Your Social Ads to the Open Web
Screechy Cat Media is proud to utilize StackAdapt’s industry-leading demand side platform to manage campaigns across programmatic display, digital out-of-home, podcasting, and ConnectedTV. We have subscription display and social media packages available for purchase now, or you can contact us for a custom quote; all programmatic display packages will come with this new social media display ads option.
