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Airport ad welcomes keynote speaker for Collaborative Diversity Conference

April 17, 2013 by

Tim Wise

On April 15, 2013, one of the digital advertisements at the Springfield-Branson National Airport was changed to the following video. It will run through April 19, 2013, when the Collaborative Diversity Conference concludes.

[youTubeVideo url=”https://www.youtube.com/watch?v=7TVpBufGias” width=”620″ height=”378″]

This was a special opportunity ad to welcome the Collaborative Diversity Conference keynote speaker, Tim Wise, who is traveling through the airport.

Background information

The goal of the ads is to provide name recognition for the University and invite travelers to engage with the University. The ads run at baggage claim and the meeter/greeter area. Ad space was purchased through June 30, 2013. At this time, we do not plan to renew the ad space for another year.

Video production credits

  • Chris Austin, web designer in the office of web and new media, designed all of the text and images used in the videos.
  • Tyler Beck, videographer in the office of web and new media, created and edited the video animations.

If you are interested in having our office produce a video for your University unit or department, please visit our Video Services page for more information.

Filed Under: Video Tagged With: advertising, airport, conference, convocation, digital display, diversity, marketing, new media, production, speaker, Video

Airport ads feature Public Affairs Conference, IDEA Commons

February 5, 2013 by

On Jan. 7, 2013, the digital advertisements at the Springfield-Branson National Airport were changed to the following videos. They will run through April.

[youTubeVideo url=”https://www.youtube.com/watch?v=jSpgInD3zf8″]
[youTubeVideo url=”https://www.youtube.com/watch?v=et8soxn8JoE”]

Background information

The goal of the ads is to provide name recognition for the University and invite travelers to engage with the University. The ads run at baggage claim and the meeter/greeter area. Ad space was purchased through June 30, 2013.

Video production credits

  • Chris Austin, web designer in the office of web and new media, designed all of the text and images used in the videos.
  • Tyler Beck, videographer in the office of web and new media, created and edited the video animations.

If you are interested in having our office produce a video for your University unit or department, please visit our Video Services page for more information.

Filed Under: Video Tagged With: advertising, airport, convocation, digital display, marketing, new media, production, Public Affairs, speaker, Video

Overview of Facebook Ads

October 23, 2012 by

Facebook Audience Graph

Example of a Facebook adI recently completed a month-long marketing “boot camp” with representatives from Facebook that focused on Facebook ads.

I would like to share what I learned in this post, with a focus on best practices for creating ads, how to target your ads and how to monitor performance using the Facebook Ads Manager.

Types of ads

There are two types of Facebook ads:

  1. Ads that point to an external website
  2. Ads that point internally to something on Facebook, like a page, event or app

Creating an ad

Images

  • Image sizes should be 110 x 80 pixels
  • Smiling faces or action shots work best
  • Avoid using logos or text in your images
  • You should be using simple images that are vibrant with color

Text

  • The title of your ad has a max length of 25 characters
    • Make your title catchy and use inter-capitalization to help make it stand out
  • The body has a max length of 90 characters
    • Has to be 3 lines or less
    • Cleaner, simplistic text = higher click-through rates

Best practices

  • Use call-to-action words to make it clear to users the action you want them to take
  • A well-positioned question in the title or body of an ad helps encourage engagement
  • Use capitalization wisely to draw attention to your ad
  • You can use quotation marks around a key word or phrase to help draw attention to it
  • Exclamation points are very effective when used with call-to-action phrases
  • Avoid using abbreviations or jargon that might be unfamiliar to users

Targeting

To better understand which groups of users respond best to your ads, it is recommended to target an ad to smaller, more specific groups of users at a time. This targeting allows you to have better insight to how your ads perform and gives you more control over budgeting of your ads. The types of targeting include:

  • Demographic targeting
  • Location targeting
  • Education and work targeting
  • Interests targeting

Facebook Audience GraphMonitoring

It is recommended to regularly monitor the performance of your Facebook ads by using the Ads Manager tool. This tool allows for real-time monitoring and scheduling of regular reports.

Understanding metrics and reports to see what results you’re getting is essential, and this constant monitoring allows you to reallocate your budget to the ads or campaigns that are performing well. You can then create new ads using what you’ve learned.

Best practices for all ads

  • Create 3 – 5 versions of an ad for each campaign
  • If you want multiple targets for your ad, create a separate campaign for each
  • When the frequency for an ad gets high, create new versions of your ad
  • Remember to monitor and update your ads frequently

Additional resources

  • Facebook Ads Overview
  • Facebook Ads Help Center

Filed Under: Social media Tagged With: ads, advertising, best practices, facebook, marketing, Social Media, social networking

Airport ad promotes public affairs convocation speaker

October 3, 2012 by

We’re using the airport ad space to promote Warren St. John, public affairs convocation speaker. The ad will run in the meeter/greeter section of the airport through Oct. 9, the day of the speech.

[youTubeVideo url=”https://www.youtube.com/watch?v=NW0VFu_tJtw”]

Future opportunities

This technique can be used to welcome other prestigious guests to town and campus.

Video production credits

  • Chris Austin, web designer in the office of web and new media, designed all of the text and images used in the videos.
  • Tyler Beck, videographer in the office of web and new media, created and edited the video animations.

If you are interested in having our office produce a video for your University unit or department, please visit our Video Services page for more information.

Filed Under: Video Tagged With: advertising, airport, convocation, digital display, marketing, new media, production, Public Affairs, speaker, Video

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