Facebook has made several updates to their advertising platform: 1. They introduced new optimizations for the Brand Awareness objective including a Brand Awareness optimization and Reach optimization. 2. They launched Notify, a new standalone app for customized notifications on topics of interest delivered to users' lock screens. 3. Local awareness ads now allow dynamic creatives tailored for specific business locations and Local Insights provides demographic data around locations. 4. Slideshow ads were introduced as a new lightweight video format using static images for markets with limited connectivity.

1. What’s'Happening'on'Facebook…''
! Brand Awareness Objective Optimizations …..………………………… 2
! Introducing Notify …………………………………………………………….3
! Local Awareness Updates……………………………………………………4
! Slideshow Ads………………………………………………………………….5

2. Brand Awareness Objective Optimizations
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What'It'Is!
Facebook’s!new!Brand!Awareness!ad!objec2ve!is!designed!to!help!reach!people!more!likely!to!pay!
a<en2on!to!an!ad!and!increase!awareness!around!the!brand.!The!new!objec2ve!has!also!added!two!new!
op2miza2ons:!one!for!Brand!Awareness!and!the!other!for!Reach.!The!new!op2miza2ons!can!be!found!
under!the!Brand!Awareness!objec2ve!in!the!auc2on!and!are!available!for!Image,!Video!and!Carousel!ad!
formats!on!both!Facebook!and!Instagram.!!
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• Brand&Awareness&Op-miza-on:!a!combina2on!of!reach!and!a<en2on,!increasing!brand!awareness!!
• Reach&Op-miza-on:!allows!adver2sers!to!maximize!the!audience!who!sees!an!ad!within!a!specific!
period!of!2me,!providing!more!flexibility.!For!example,!when!the!target!audience!is!smaller!than!the!
minimum!required!for!using!Reach!+!Frequency,!the!Reach!op2miza2on!can!be!used!as!an!effec2ve!
alterna2ve.!!
• Es-mated&Ad&Recall&Li9:!an!es2mate!of!the!ad!recall!liN!an!adver2ser!is!expected!to!gain.!Used!as!the!
primary!repor2ng!metrics!for!Brand!Awareness,!it!represents!the!increase!in!number!of!people!
expected!to!remember!seeing!an!ad.!!
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Brand'Applica:on'!
With!a!campaign!goal!to!increase!brand!awareness,!it’s!recommended!to!include!both!brand!awareness!
and!reach!op2miza2ons.!Facebook!tests!show!the!new!Brand!Awareness!op2miza2on!averages!a!60%!
higher!ad!recall!than!the!Page!Post!Engagement!objec2ve.!Crea2ng!campaigns!with!the!new!Brand!
Awareness!objec2ve!is!a!great!way!for!brands!to!reach!people!who!are!more!likely!to!pay!a<en2on!to!an!
ad,!however,!is!likely!to!impact!engagement!and/or!traffic!driving.!!

3. Notify, Facebook’s New Standalone App
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What'It'Is!
Facebook!introduced!No2fy,!a!standalone!no2fica2ons!app!that!allows!users!to!set!customizable!
no2fica2ons!on!their!smartphones.!The!app!provides!sta2on!recommenda2ons!based!on!users’!
Facebook!interests!and!can!be!personalized!by!users!themselves!by!selec2ng!sta2ons!within!
categories!(business,!fashion!&!beauty,!food!&!drink,!etc.)!or!direct!sources!(Billboard,!Buzzfeed,!
Esquire,!Vice,!etc.).!!
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No2fica2ons!are!delivered!directly!to!the!lock!screen,!which!has!become!the!new!ba<leground!for!
a<en2on.!Receiving!updates!directly!to!the!lock!screen!keeps!users!connected!in!real2me!
throughout!the!day!with!the!content!that!they!care!about.!No2fy!also!hosts!an!inapp!feed!
featuring!all!no2fica2ons!over!a!24hour!period!for!further!(or!later)!discovery.!!
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Brand'Applica:on'!
There!is!no!current!brand!applica2on,!but!it!is!likely!that!the!app!will!open!up!opportunity!for!
brands!to!sponsor!take!over!a!sta2on.!This!will!provide!great!brand!visibility,!as!no2fica2ons!
appear!on!users’!lock!screen.!!

4. New&Local&Awareness&Capabili-es&&'
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What'It'Is!
Facebook!has!created!new!global!capabili2es!for!local!awareness!ads!that!will!allow!businesses!to!
produce!unique!ads!that!include!copy,!calltoac2on!bu<ons,!and!links!that!drive!to!specific!
business!loca2ons.!The!new!streamlined!ad!crea2on!and!dynamic!crea2ve!op2ons!allow!
adver2sers!to!create!one!ad!that!is!customizable!for!each!of!the!audiences!around!a!business,!for!
all!business!loca2ons!at!once.!
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The!pla_orm!has!also!released!Local!Insights,!a!new!sec2on!of!Page!Insights!that!shares!
informa2on!about!the!people!near!a!local!business!on!Facebook.!Using!this!data,!adver2sers!can!
help!determine!ac2vity!peaks!around!a!par2cular!neighborhood!or!demographic!data!that!may!
help!in!tailoring!crea2ve.!Local!Insights!also!allows!you!to!view!the!percentage!of!nearby!users!
who!have!seen!your!local!awareness!ad,!providing!deeper!insight!into!the!effec2veness!of!an!ad’s!
targe2ng.!
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Brand'Applica:on'!
The!new!updates!present!a!much!more!streamlined!process!and!allow!adver2sers!to!build!
campaigns!that!are!dynamic!and!locally!relevant!to!mul2ple!business!loca2ons.!The!Local!Insights!
tool!will!garner!greater!detail!on!the!audiences!and!areas!surrounding!these!loca2ons.!!
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These!updates!are!currently!available!in!the!US!and!expected!to!launch!in!addi7onal!countries!in!2016.!!

5. Slideshow&Ads&'
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What'It'Is!
With!more!and!more!people!watching!video!on!their!mobile!devices,!it!has!become!one!of!the!
most!common!media!through!which!brands!engage!customers.!One!obstacle!to!video!
consump2on,!however,!is!that!Facebook!is!supported!by!2G!connec2ons!in!many!high!growth!
markets.!Video!won’t!run.!To!address!this!limita2on,!Facebook!has!launched!Slideshow.!!
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Slideshow!is!a!new!form!of!lightweight!video!ad!that!reaches!Facebook!users!on!nearly!all!
Internetconnected!devices!around!the!world.!This!new!ad!type!is!created!using!sta2c!images,!
requiring!less!data.!They!are!much!more!cost!effec2ve!and!s2ll!deliver!the!impact!of!video!ads.!
The!photos!will!appear!as!an!animated!slideshow!that!engages!just!like!a!video.!!
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Brand'Applica:on'!
Op2mized!to!work!across!almost!all!Internetconnected!mobile!devices,!slideshows!reduce!load!
2mes!and!data!costs,!enabling!brands!to!reach!a!larger!audience.!Whether!it’s!using!video!to!
create!a!product!catalog!or!provide!a!tutorial,!slideshows!can!help!brands!tell!their!story!in!a!new!
way.!!