Facebook/Instagram Campaigns:
- *The Advertiser must have a Facebook Page to put ads on Facebook & Instagram
- Compelling Visuals and Copy: Prioritize high-quality images or videos that grab attention in users' feeds. The message should be short, direct, and enticing. Include a clear call-to-action (CTA) that encourages users to click or engage.
- Use of Video and Interactive Formats: Videos and interactive formats (like carousels and collections) often perform better on Facebook and Instagram. Short, engaging videos or dynamic formats can hold attention and drive engagement. Consider experimenting with Reels, Stories, and short video ads that capitalize on Instagram’s visual nature.
- Facebook Reporting: Facebook Ads report data at the state or province level instead of specific cities to protect user privacy, ensure data accuracy, and optimize system performance.
- Ideal Spec Sizes for Facebook/Instagram Campaigns are: 1080x1080px, 1200x628px, and 1080x1920px.
- We also require Facebook/Instagram Ad Copy. You can have up to 40 characters in your Headline, 125 characters in your primary text, and 30 characters in your description.
- For in-feed video ads, keep them under 15 seconds to maximize engagement and completion rates. For Stories ads, shorter ads of 5-10 seconds tend to work better.
- For Facebook and Instagram advertisements, the recommended file format for images is JPEG. Facebook and Instagram support various other formats like PNG, but JPEG is generally the most widely used and recommended format for best results. JPEG files offer a good balance between image quality and file size, which is important for optimizing load times and user experience on these platforms.
Programmatic Display Ads:
- Compelling Visuals and Messaging: Use eye-catching visuals and concise, persuasive copy that directly addresses the audience's needs or desires. Your message should be clear and ideally include a strong call-to-action (CTA) to encourage conversions.
- Brand Consistency: Maintain consistency with your brand's visual identity (colors, fonts, logo) and voice to ensure that ads are recognizable and reinforce brand trust. This also helps users connect the ads with other brand touchpoints, enhancing recall.
- Most Common Spec Sizes Include: A Big Box (300x250px), A Leaderboard (728x90px), A Mobile Banner (300x50px), A Skyscraper (160x600px)
- The Most Common File Formats for Programmatic Display Ads are: JPEG, PNG, GIF, HTML5, and AMPHTML.
- The Interactive Advertising Bureau (IAB) recommends a frequency cap of three to five ad impressions per user per day to maintain an effective balance between ad reach and engagement.
Google Search Ads (SEM):
- We require approximately 48 hours to accurately quote a Search Engine Marketing Campaign in the SoCast Dashboard once requested. This process requires us to research the advertisers best keywords for the most impactful campaign.
- Keyword Research and Selection: We suggest the advertiser or account manager provide a list of 5-10 of the most popular keywords the advertiser wants to bid on in the proposal before requested. Choose relevant keywords based on search intent, volume, and competitiveness. Focus on a mix of high-intent keywords (like "buy," "compare," "price") that indicate users are ready to act, and avoid overly broad keywords that may attract irrelevant clicks.
Negative Keywords: Client can provide a list of negative keywords to avoid. Excluding terms that don’t align with your objectives helps keep ad spend focused and reduces wasted budget on low-value traffic.
- Effective Ad Copy: Write concise, compelling ad copy that addresses user intent and includes a strong call-to-action (CTA). Use keywords in headlines and descriptions to improve ad relevance, which can positively impact Quality Score and ad position. Clients may provide several lines of copy that they may want features in the ads, and can include clickable phone numbers as well.
Programmatic Video Ads:
- Quality and Relevance of Video Content: Create high-quality videos that engage viewers quickly (within the first 3-5 seconds) and align with their needs or interests. Ensure your messaging is clear, relevant, and includes a compelling call-to-action (CTA) to maximize impact.
- Ad Length Optimization: Keep videos short and impactful—typically between 6-15 seconds for skippable ads and up to 30 seconds for non-skippable formats. Shorter videos help retain attention and can improve completion rates, especially on mobile devices.
- The Most Common File Formats for Programmatic Video Ads are: MP4, MOV, WebM, AVI, FLV, and VAST.
- In-Stream Video Ads: These are ads that appear before, during, or after a video content. The most common sizes for in-stream video ads are 300x250, 640x360, 640x480, and 1280x720 and the ideal length is 15-30 seconds.
- Outstream Video Ads: These are ads that appear outside of a video content. The most common sizes for outstream video ads are 300x250, 300x600, and 728x90 and the ideal length is 30-60 seconds.
- Interstitial video ads: These are ads that appear in between content on a website or app. The most common sizes for interstitial video ads are 300x250, 320x480, and 480x320 and the ideal length is 10-15 seconds.
- Native Video Ads: These are ads that blend in with the surrounding content on a website or app. The most common sizes for native video ads are 640x360 and 1280x720 and the ideal length is 15-30 seconds.
YouTube Video Ads:
- Attention-Grabbing Intro: The first 5 seconds of your video are critical, especially for skippable ads. Start with an impactful intro that grabs attention right away, whether it’s through bold visuals, an engaging question, or a catchy statement.
- Compelling Storytelling: Create a narrative that resonates with your target audience. Even short YouTube ads benefit from a story arc that includes a setup, conflict, and resolution, which helps keep viewers engaged and emotionally invested.
- Clear Call-to-Action (CTA): Include a strong, clear CTA, whether it’s to visit your website, sign up, or watch more content. Utilize YouTube’s built-in features like CTA overlays, end screens, and companion banners to drive action.
- Ad Format Selection: Choose the right YouTube ad format based on your goals. Skippable in-stream ads are best for broad reach and awareness, while non-skippable ads are ideal for delivering complete messages. Bumper ads are perfect for short, impactful messages, and discovery ads work well to drive organic engagement with longer content.
- Ad Length Optimization: For skippable in-stream ads, aim for 15–30 seconds, keeping your key message within the first 5-15 seconds. Non-skippable ads should be concise (15 seconds or less), while bumper ads are just 6 seconds, so every second counts.
- YouTube TrueView Strategy: With TrueView ads, you only pay when viewers watch 30 seconds (or the full ad if it’s shorter) or click. This model encourages focusing on engaging, relevant content that viewers are likely to watch through, optimizing spend and maximizing interest.
- The recommended video file size for Skippable in-stream ads is 1 GB or less, and the recommended video resolution is 1280 x 720 pixels (or higher).
- The recommended video file size for Non-Skippable in-stream ads is 1 GB or less, and the recommended video resolution is 640 x 360 pixels (or higher).
- Duration: YouTube has specific limitations on the duration of video ads based on the ad format. Ensure that your video ad adheres to the allowed duration specified by YouTube. For example, for skippable in-stream ads, the maximum duration is typically 15-20 seconds, while non-skippable ads have a maximum duration of 15 seconds.
- File Format: The best file format is typically MP4. YouTube supports a wide range of video formats, but using MP4 ensures compatibility across different devices and platforms. MP4 files provide a good balance between video quality and file size.
- Aspect Ratios: YouTube supports various resolutions and aspect ratios. It's important to select the appropriate resolution and aspect ratio that aligns with your ad's intended placement and target audience. YouTube provides guidelines for recommended resolutions and aspect ratios, such as 16:9 for standard videos.
- File Size: Optimize the file size of your video while maintaining acceptable video quality. Large file sizes may result in longer buffering times and may impact the viewing experience. Compress your video using appropriate settings to reduce the file size without significant loss of quality.
- Bitrate and Frame Rate: YouTube recommends specific bitrate and frame rate settings for optimal playback. Use the recommended bitrate settings based on the resolution of your video to ensure smooth streaming and playback. Similarly, adhere to the recommended frame rate (commonly 24, 25, or 30 frames per second) for best results.
LinkedIn Ads:
- We require approximately 48 hours to accurately quote a LinkedIn Campaign in the SoCast Dashboard once requested.
- Ideal spec size for static display ads is: 1080x1080px
- Precise Audience Targeting: LinkedIn allows targeting based on professional attributes like job title, company, industry, skills, and seniority. Leverage these options to reach decision-makers, specific industries, or professionals with relevant skills and interests. Consider using matched audiences to retarget website visitors or upload customer lists.
- Ad Format Selection: Choose the format that aligns best with your campaign goals. Sponsored Content (single image, video, carousel) is ideal for engagement, Sponsored Messaging (message ads and conversation ads) is good for direct outreach, Text Ads are effective for brand awareness, and Dynamic Ads offer personalized, visually engaging ads for followers and job applicants.
- Compelling, Professional Visuals: LinkedIn’s professional user base responds well to polished visuals that convey brand credibility. Use high-quality images or videos with a clear message. For video ads, capture attention within the first 5 seconds to increase engagement. The ideal video length is 15 to 20 seconds.
- Clear and Actionable Copy: Keep ad copy clear, direct, and tailored to a professional audience. Aim to address the specific needs or pain points of your target group. Include a strong call-to-action (CTA) that drives the next step, whether that’s downloading a resource, visiting a page, or registering for an event.
- Content Offers and Value Propositions: LinkedIn users are often looking to learn and grow professionally. Offering valuable content like whitepapers, case studies, webinars, or e-books can be a strong way to engage users. Make the value of your offer clear in the ad copy and CTA.
TikTok Ads:
- We require approximately 48 hours to accurately quote a TikTok Campaign in the SoCast Dashboard once requested.
- Ideal Specs for TikTok Ads: Video Resolution: 1080x1920px (vertical), Aspect Ratio: 9:16, Video Duration: 5-60 seconds, File Size = up to 500MB
- TikTok offers other unique advertising features such as "TopView" ads, which are full-screen video ads that appear when users first open the app
- Hashtag Challenges have proven to be highly effective for brand awareness and user engagement on TikTok. According to TikTok, the average engagement rate for Hashtag Challenges is 8.5%, compared to 3% for typical social media campaigns.
- Native and Authentic Creative Style: Ads on TikTok should feel like organic content to blend seamlessly with user-generated videos. Avoid overly polished, corporate-style ads; instead, create authentic, relatable, and visually engaging content that aligns with TikTok’s informal, playful tone.
- Engaging and Fast-Paced Content: Capture attention within the first 2-3 seconds, as users scroll quickly. Videos should be high-energy, with quick cuts, engaging visuals, and sound that draws viewers in immediately.
- Vertical, Full-Screen Format: TikTok ads are most effective when designed vertically (9:16) to fill the screen. This ensures that ads are optimized for a mobile-first experience and fully utilize the screen space without cropping.
- Leverage Trends and Hashtags: TikTok thrives on trends and challenges, so consider incorporating trending hashtags, sounds, or effects into your ads. Participating in popular trends or creating a branded hashtag challenge can increase engagement and make your ad feel more organic.
- Strong Call-to-Action (CTA): Include a clear CTA to direct viewers toward the desired action, such as visiting your website, downloading an app, or making a purchase. TikTok offers CTA buttons that can be customized based on your objective (e.g., “Learn More,” “Shop Now”).
Programmatic Audio Campaigns (Includes Spotify & Pandora)
- We require approximately 48 hours to accurately quote a Programmatic Audio/Spotify/Pandora Campaign in the SoCast Dashboard once requested.
- Comes with a Companion Banner Static Graphic in a 300x250px spec size (this graphic is not mandatory)
- Clear, Engaging Messaging: Audio ads need to capture attention quickly, as they’re often played passively in the background. Keep messages clear, concise, and focused on one main point. Aim to convey your key message within the first 5 seconds, followed by a strong call-to-action (CTA).
- Compelling Voiceover and Tone: Choose a voiceover that reflects your brand and resonates with your target audience. The tone should match the context of the audio environment—upbeat and energetic for workout playlists, calm and soothing for relaxation playlists, etc. An engaging voice keeps listeners tuned in and enhances brand recall.
- Personalization and Dynamic Audio: Consider using dynamic creative audio, where ad elements (e.g., location, time, or listener's name) can be personalized in real-time based on listener data. This helps make the ad more relevant, increasing engagement and the likelihood of conversion.
- Platform-Specific CTA: Different audio platforms (e.g., Spotify, Pandora) have unique user interfaces, so tailor your CTA accordingly. For instance, if you’re targeting mobile listeners, use a CTA like “tap to learn more” rather than “click.” You can also use interactive display banners that complement audio ads, encouraging immediate action.
- Consider the Listener Context: Audio ads are often consumed during activities like driving, working, or exercising, so tailor the message to suit these contexts. A CTA that involves immediate action might work well during desktop or home listening but may not be as effective if the listener is on-the-go.
- Length Optimization: Keep audio ads brief and engaging, with 15-30 seconds being optimal. For ads longer than 30 seconds, ensure the content remains engaging throughout, and avoid overloading with too much information.
- Complement with Visual Components: Many audio platforms also display a companion banner or overlay, even on audio-only ads. Use this visual element to reinforce your message, brand logo, or CTA, creating a cohesive experience and improving recall when users glance at their screens.
DOOH (Digital Out Of Home) Billboard Ads:
- We will need 48 hours to send back a proposal request for DOOH Ads
-These ads are booked in a CPM model calculated by census data, survey data, ticket sales in theatres or event centers, and sometimes surveillance cameras integrated with the digital billboard itself.
- The typical length of time the ad stays on the billboard is approximately 7-10 seconds, and you can share the billboard with up to 12 different advertisers.
- Location-Specific Targeting: Leverage the unique benefits of DOOH by tailoring content to specific locations. For example, show relevant ads based on nearby attractions, landmarks, or businesses, or adjust messaging based on the demographics and behaviors of people likely to be in that area.
- Concise Messaging and Visuals: Since viewers often see DOOH ads for only a few seconds, use concise, bold messaging and simple visuals that are easy to process quickly. Aim for 5-7 words or less and avoid clutter to ensure your message is clear and memorable at a glance.
- High-Contrast, Bold Colors: Use high-contrast colors and bold fonts to maximize readability from a distance. Bright, vibrant colors help the ad stand out in different lighting conditions, ensuring visibility whether it’s daytime or nighttime.
- Dynamic, Real-Time Content: DOOH platforms often allow real-time content updates. Consider using live data, such as weather, time of day, or traffic conditions, to make your ad more relevant. For example, a coffee shop ad could display “Warm up with a latte!” on cold days or “Cool off with an iced coffee!” on hot days.
- Motion Graphics and Animation: Movement naturally catches the eye, so take advantage of subtle animations or motion graphics to grab attention. While the movement should be noticeable, keep it simple and avoid overly complex animations that could distract from the core message.
- Short Viewing Distance Optimization: Digital billboards should be easily legible from both long and short distances. Keep text large and avoid intricate details that could get lost, especially on larger boards or in high-traffic areas where viewers may be at varied distances.
- Compelling Call-to-Action (CTA): Include a CTA, even though users may not take immediate action. You might use a short URL, QR code, or simple direction like “Visit Us Nearby” or “Try Today.” Ensure the CTA is actionable and memorable, as viewers will need to recall it after seeing the ad.
- Brand Consistency: Maintain brand elements, such as logos, colors, and fonts, to reinforce brand recognition across various DOOH placements. Consistency helps build familiarity, especially for viewers who may encounter your brand multiple times across different locations.
- Interactive and QR Code Integrations: If the placement allows, include QR codes or NFC tags to encourage interaction. This can drive users to a website, social media, or exclusive content, offering an immediate digital connection and bridging offline and online engagement.