Global Analysis: Tracking Facebook and Instagram CPMs Alongside Covid-19 Active Cases

Several weeks ago, Tiger Pistol’s Paul Elliott, CEO, began tracking a global analysis of the weekly growth of active COVID-19 cases in eight countries to determine how they correlate with the average Facebook and Instagram CPMs during the same time*, all to discover if CPMs could be a leading indicator of economic recovery.  Since then, we’ve been closely monitoring the trends outlined in Paul’s original publication and will be offering weekly insights.

Updated July 2, 2020

A few days ago, we hit 10 million global COVID-19 cases, a milestone we didn’t think we’d see a few months ago. Now entering the third quarter of 2020, we might begin to see some fluctuations as governments enact long-term plans for the safety and well-being of their citizens.

Overall, we’re seeing cases spike in the United States and a continued rise in Brazil.

In other countries, a slight uptick in cases, but the same sort of fluctuations in CPM from week to week. Within July, we may also begin to see effect of #StopHateForProfit on Facebook advertising, but this might only affect US CPMs. 

Curiosities:

  • Italy has made the biggest comeback, with their CPM regaining strength this week to the highest level since before we began tracking.
  • Canada & Spain are also seeing CPM strengthening.
Updated June 26, 2020

This week’s overarching message can be stated in a word: Instability. Some countries are trying to decide “is this over?,” while others are clearly not out of the woods. 

We’re still in Wave 1 in most places, and a case could be made for Wave 1.5. Studies are showing that being in enclosed places (restaurants, bars, etc.) increases the likelihood of contracting the virus, which leads to a lot of businesses having to make the decision whether or not to reopen or stay closed. Through the end of Q1 and beginning of Q2, it’s clear there was stability in most of the countries.

United States/Canada: Three of the largest populated states in the USA have begun experiencing a rapid spike of cases within the last week, leaving governors to decide to continue or halt phased openings. June as a whole saw an increase in overall CPM, after an initial dip at the start of the month, but with the uncertainties surrounding freedom of movement during the summer, we’re predicting CPMs may drop again in July (as seen in the last week). 

EU: The EU ramped up opening its borders, with most of the countries listed below open to travelers on the continent. Spain has seen a resurgence in cases and while they reopened their borders, a mandatory quarantine is in place and CPMs – while overall had steadied, plummeted the first weekend of reopening. Italy, similarly to Spain, has seen a sharp rise and fall of CPMs in a 3-week period, but have not seen a rise in cases (except for a new set of cases in the southern part of the country). Germany is all over the map, with sharp rises and drops, garnering attention as while the country was set to reopen fully, officials were forced to put that on hold due to a case flare up.

Australia: Australia managed to deal with the outbreak pretty swiftly, with a short spike and then drop off of cases. This has led to a steady rise of CPMs for the region.

Late outbreaks:

Brazil – Brazil as a country is really struggling, drawing eyes not only from a public health crisis perspective, but also from a “discount” perspective. CPMs remain steady since their drop in Q1, as the country has yet to see a drop in cases.

For continued updates, be sure to bookmark this page. To learn more about Tiger Pistol and social advertising at scale for SMB resellers, agencies, and global brands, contact us today!

Playbook: Social Advertising at Scale for Restaurants & Food Service Brands

While some major platforms have begun to offer advertising objectives that align with local needs such as calls or visits, none come close to the easy, effective tools Tiger Pistol provides to activate and manage your Restaurant or Food Service brand’s social advertising at scale.

Unlocking Local Activation at Scale is the social advertising playbook that reveals just how simple and efficient Tiger Pistol’s social advertising platform makes it for Restaurant and Food Service brands to onboard and empower their locations or channel partners with brand-approved, best practice, Facebook and Instagram campaigns — all customized for their local audiences.

Tiger Pistol, with Realogy, Named Finalist in Digiday Media Awards

Tiger Pistol Honored with Realogy for Social Advertising Strategies that Turned Real Estate Agents into Powerful Local Marketers

Tiger Pistol, the only social advertising platform that delivers local activation at global scale, has been named a finalist in two categories, Most Original Use of Social and Best Brand Partnership – B2B, in the prestigious Digiday Media Awards for its collaboration with Realogy, the largest residential real estate company in the US, for their Social Ad Engine product.

“By pairing Realogy’s real estate industry expertise with Tiger Pistol’s knowledge of social advertising at scale, we were able to deliver a large scale social advertising capability that drives remarkable results for Realogy’s real estate agents,” said Paul Elliott, CEO, Tiger Pistol. “Our relationship with Realogy is a true partnership, and the campaigns we execute together dramatically exceed expectations for effectiveness and cost efficiency. These honors from the Digiday Media Awards highlight Tiger Pistol’s industry leadership, as well as the collaborative nature of the relationships we share with our partners, like Realogy.”

Social Ad Engine’s industry-leading platform enables Realogy’s agents and brokers a seamless experience to publish high performing Facebook and Instagram ads. Every listing campaign leverages Social Ad Engine’s best-in-class, automatic A/B testing to ensure agents’ budgets are spent effectively to drive the best outcome. Agents realize the benefit of local social advertising with campaigns that are published directly from their Facebook Business Page versus from an office, company or brand page. For agents without an active listing, Social Ad Engine enables the auto-creation of branding campaigns to ensure agents can promote themselves anytime across the Facebook family of apps.

“Just like every Tiger Pistol platform offering, we developed Social Ad Engine with users in mind, simplifying the arduous process of publishing social ads for each listing by building behind-the-scenes automation,” said Talia Wachtel, VP Client Management at Tiger Pistol. “Our platform lets agents onboard and connect their Facebook Business Page quickly and publish thumb-stopping ads with only a few clicks. Agents can easily see what they are accomplishing with intuitive dashboards to view their campaigns, metrics, results, and other key elements. Moreover, they can download a report to demonstrate campaign success to their clients.”

“Tiger Pistol’s knowledge of social media campaigns, service level, attention to detail, and true commitment to our partnership were integral pieces of the successful simultaneous launch of Social Ad Engine to five of our brands,” said Christian Russo, Senior Director of Product Management, Realogy. “The dedication and enjoyment in their work and platform is evident in everything they do. When we established our long-term partnership, we had no idea how impactful it would be in today’s environment, however with Tiger Pistol’s help, we are able to deliver a level of certainty in these uncertain times with the speed and flexibility needed to let our agents and brokers own the recovery.”

Tiger Pistol’s partnership helped Realogy pivot seamlessly in a time when the real estate industry has been forced to undergo dramatic operational changes.  By accelerating the development roadmap, Tiger Pistol and Realogy were able to provide new and meaningful tools to agents through Social Ad Engine. Among some of the major changes made was a way for agents to speak to their communities in a more personal way through promoting agent advertisements, not just listings. Video and Carousel ads have also recently launched to enhance campaign performance and to give agents new ways to promote their listings and themselves.

Tiger Pistol and Realogy’s Social Ad Engine faces off against Questus and Fannie Mae HomeStyle® Renovation, IDG Communications, Inc. and Splunk, Verizon Media and Procter & Gamble, and the Financial Times and CFA Institute for Best Brand Partnership – B2B. The competition is equally stiff in the Most Original Use of Social category, contending with Sputnik France for Paris Mayday, ESPN for Dear Kobe, Zyper, E! News, and Bleacher Report. Winners will be announced Thursday, June 25 at 2:30PM EST in a virtual ceremony.

COVID-19 Response Program for Healthcare

As clinic operations evolve under COVID-19, healthcare providers need a responsive local strategy – with the ability to provide accurate information to patients.

In our playbook, we outline Tiger Pistol’s COVID-19 Support Programs for the Healthcare Industry.  You’ll learn how templatized local campaigns give you the ability to shift creative and messaging based on in-person appointments, virtual appointments, and vital healthcare updates, with easy tools to turn campaigns on or off based on changing local orders and pandemic scenarios. Get the playbook now. 

Tiger Pistol Honored with AdExchanger Award for Best Social Media Campaign

Anheuser-Busch InBev’s Localized Campaign Supporting its Worldwide Network of Local Bars, Retailers, and Restaurants Earns Top Prize

Tiger Pistol, the only social advertising platform that delivers local activation at global scale, has been named the winner of “Best Social Media Campaign” in the prestigious AdExchanger Awards, based on the remarkable results from the campaign that localized Anheuser-Busch InBev’s (AB InBev) national advertising, making the brand the toast of towns around the world. 

Through the Tiger Pistol platform, AB InBev shifted its budget to local social advertising, specifically Facebook and Instagram campaigns, aggregating touchpoints in communities around the world. This bottom-up approach generated larger and more meaningful results for its brand, drastically lowering advertising costs, increasing consumer engagement, and fostering loyalty among its worldwide network of bars, restaurants and retailers. 

“For nearly a decade, Tiger Pistol has been obsessively focused on building the world’s most effective and efficient social advertising platform for local activation at scale,” said Paul Elliott, Tiger Pistol CEO. “This recognition by the AdExchanger Awards is high praise, and further validates our company’s legacy of delivering ‘first-evers’ that drive client value. With our disruption-proof technology, we’re able to pivot seamlessly for AB InBev, bringing the speed, versatility, and flexibility necessary for our current world situation, that’s truly region by region and business by business.”

Tiger Pistol powers AB InBev’s Covid-19 local social strategy, giving the brand’s network of independent restaurants and bars, most of whom are suffering during this time, advertising power to help them drive business and reinforce the essential role restaurants and bars play in fostering memories and connections in the lives of consumers. 

Pre-pandemic, AB InBev offered its establishments brand-funded, direct-response local social campaigns to drive foot traffic. Tiger Pistol continues to give AB InBev the opportunity to provide their establishments brand-level creative and messaging, but has shifted to ads structured around community building, gift cards sales, home delivery, or no contact curbside pickup in impacted communities. 

“Our platform’s capability is based on the flexibility and versatility needed to run more personalized, localized social campaigns.” said Elliott. “In the thick of this pandemic and beyond, we’re going to see some establishments open, some closed, some with varying business operations, and some that could even be closed for a day or two for cleaning. These fluctuating situations are highlighting the added benefits of our technology, as we empower our clients, like AB InBev, to function at a local level, which now has a much higher degree of importance in recovery and revitalization efforts.”

AdExchanger, an award-winning integrated media company devoted to data-driven digital marketing, annually recognizes excellence, innovation, and the advertising and marketing world’s brightest achievements through the AdExchanger Awards. 

Learn more about Tiger Pistol and AB InBev’s award-winning social advertising. Register now for the free Digital Food & Beverage Virtual Event, where Daniel Ingram, Global Director of Trade Innovation at AB InBev, and Talia Wachtel, VP Client Management at Tiger Pistol, will present together at 1:50PM ET on June 23.

To learn more about how Tiger Pistol’s award-winning social advertising technology can help your brand adapt in today’s environment and beyond, visit www.tigerpistol.com 

On-Demand Webinar: The Critical Role of Local Social Advertising in Economic Recovery

Tiger Pistol’s Casey Zaffin, VP of Client Management, discusses why local social advertising is a must have for your economic recovery and revitalization efforts, the role of local social advertising in the economic rebuild, and how facilitating connections can be done at scale, whether you are a large multi-location brand, and agency, or an SMB reseller.

During this webinar, you will learn:

  • Companies that invest in local social advertising with precise targeting, refocused and flexible creative and messaging will capitalize on recovery opportunities and dominate in 2020 and into 2021.
  • With store visit optimization still off the table in many areas, we’ll define what measurements can be used to define social advertising success. ○ How engaging with consumers and the community on a personal level will establish a long-lasting connection and how ads can be dynamically scaled for localization.
  • How SMBs should take advantage of conversational commerce ○ Best practices in social advertising through the lens of three industry-leading companies:
    • A Global Fortune 500 beverage company using social to reach into communities to support local bars and restaurants
    • A Fortune 500 real estate company that’s enabling its agents to make critical connections at a time when human interaction is limited
    • A leading SMB reseller that’s empowering their customers with new and innovative tools to enhance personal connections.

Watch The Critical Role of Local Social Advertising in Economic Recovery 

COVID-19 Response Program for Financial Services

As customer behavior evolves under COVID-19, local Facebook marketing strategies need to adapt as well.

In this playbook, we outline Tiger Pistol’s COVID-19 Support Programs for the Financial Services Industry.  You’ll learn to how adapt your marketing with Conversion and Lead based Campaign templates focused on lead acquisition, virtual consultations, and online quotes.

Webinar: Bottom’s Up! How Going Local Made Anheuser-Busch InBev the Toast of Towns Around the World

By investing in localized marketing, Anheuser-Busch InBev aggregated touchpoints in communities around the world. 

Join Tiger Pistol and AB InBev at the Digital Food & Beverage Virtual Event, where you’ll learn how this bottom-up approach generates larger and more meaningful results for its brand, drastically lowering cost of advertising, increasing consumer engagement, and fostering loyalty among its worldwide network of bars, restaurants and retailers. AB InBev will reveal how Tiger Pistol’s technology enables this global-to-local strategy, and explain how its versatility helps them promote its local recovery and revitalization initiative for its establishments around the world. Save your spot today!

Bottom’s Up! How Going Local Made Anheuser-Busch InBev the Toast of Towns Around the World

Tuesday, June 23, 2020 
Tiger Pistol and AB InBev Session: 1:50-2:20PM ET
Full Event: June 23-24, 2020 | 12:00-4:00pm ET

Speakers

Key Takeaways

  • Pairing ABI InBev brand equity with local establishments drives a more personal connection with the consumer, increasing relevance 
  • Publishing ads at scale can still be personalized and meaningful
  • Publishing ads at scale does not need to be an expensive endeavor requiring a huge staff
  • Local advertising with the right technology makes pivoting simple and efficient

Register now and you’ll receive a link to join live. Can’t make that time? Sign up anyway, and we’ll make sure you get a recording!

Tiger Pistol Partners with Anheuser-Busch InBev for Worldwide Local Recovery and Revitalization Initiative

Global-to-Local Social Advertising Technology Made Available for 5 Million Bars, Restaurants and Retailers Worldwide

Tiger Pistol, the only social advertising platform that delivers local activation at global scale, has partnered with Anheuser-Busch InBev (AB InBev) to support the brand’s worldwide network of local retailers, bars, and restaurants that have been affected by COVID-19.

“We all have our go-to local establishments, whether it’s the neighborhood pub for happy hour, our favorite dinner spot, or our chosen venue for celebrating milestones,” said Paul Elliott, CEO, Tiger Pistol. “Very few companies have a global footprint like AB InBev, and they support their worldwide community and make sure their establishments have everything they need to weather the storm today and succeed in a new normal future.”

Restaurants and bars are among the hardest hit industries across the globe. According to Statista, the year-over-year decline of seated patrons in restaurants worldwide dropped day by day February to May reaching a staggering 100% decline by early May A study by Deloitte states that while global at-home consumption has increased, it will unlikely cover the cost of lost sales even once the situation begins to normalize. In a survey by Technomic, 32% of consumers say they plan to eat at restaurants less often out of COVID-19 concerns. With layoffs and hour cuts prevalent across the industry, restaurants and bars need help to survive the crisis. In a Datassential survey, 33% of operators cited they needed help communicating their establishment’s status, and 25% of local operators cited the need for collaboration to promote traffic.

Tiger Pistol provides the ability to reach deeply into local communities all throughout the world, empowering individual restaurants and bars with locally relevant ads that use powerful messaging alongside globally-recognized brand creative. The ads are flexibly deployed from the local business’ Facebook Page, with objectives in line with state, regional, or city-level government restrictions. This social strategy gives these small retailers, most of whom are suffering during this time, an advertising option to help them continue to drive business and recall the essential role restaurants and bars play in fostering memories and connections in the lives of consumers.

“Tiger Pistol’s global-to-local approach marries two strategies together to ensure AB InBev’s success,” said Elliott.  “First, it brings their brands directly to consumers for immediate identification. Second, the local establishments can drive a personal connection with the consumer. By providing enterprise-strength tools to the local market, the consumer ends up with a highly relevant, localized ad.”

With each region affected differently, AB InBev and Tiger Pistol are working closely with the brand’s global markets to create social media marketing plans to support small businesses during this crisis and to help them recover. AB InBev uses the Tiger Pistol Platform to support the following initiatives, among others, worldwide:

  • Brazil, with tens of thousands of locations with local Facebook and Instagram campaigns that promote new e-commerce options, including through Ze Delivery, a delivery app that ABI Brazil created to promote online ordering and delivery services available from their favorite local spots, and with planned campaigns to help businesses connect with consumers in the post-crisis environment.
  • Belgium and the UK, with campaigns to promote their “Cafe Courage” and “Save Pub Life” initiatives that allow patrons to purchase gift cards or make donations to support their favorite hang outs, and with planned campaigns to help businesses promote their new operating hours and safety protocols to consumers as they begin to re-open.
  • Canada, with campaigns that support local on- and off-premise establishments in promoting take-out and online ordering and delivery options.

These efforts are part of a long-term partnership to provide AB InBev’s worldwide network of restaurants, bars, and retailers with an industry-leading platform for publishing high performance, local Facebook and Instagram ads.

AB InBev first engaged Tiger Pistol for a Facebook advertising pilot in 2019. Tiger Pistol developed a simple, effective way for local establishments to automatically publish on-brand, best-practice Facebook ads straight from the local establishment’s Facebook Business Page. The campaigns produced a 60% lower cost of advertising among other remarkable results. AB InBev continued to expand the program throughout the year, culminating in a global multi-year partnership.

“We are partnering with Tiger Pistol to develop new tools that evolve how we market our brands and build relationships with our network of establishments – both in a time of crisis and in ordinary times,” said Gabriel Mello, Global Vice President of Category Management and Trade Solutions, AB InBev. “Their technology and knowledge of social advertising have made Tiger Pistol the right partner to collaboratively develop a scaled social advertising solution.”

Let’s talk about what Tiger Pistol can do to locally activate social advertising for your brand. Contact us today.

Tiger Pistol Contributes Social Platform, Services to JOANN for Local Amplification of “Make to Give” Mask Initiative

Tiger Pistol’s social advertising platform helps JOANN achieve its benevolent mission, while contributing to the health of stores and local communities.Tiger Pistol, the only social advertising platform that delivers local activation at global scale, has partnered with JOANN, the nation’s largest specialty retailer of crafts and fabrics, to amplify the promotion of its “Make to Give” handmade mask donation initiative through local advertising on Facebook and Instagram. 

“Tiger Pistol is dedicated to helping JOANN in its initiative to support our country’s medical personnel and fellow citizens,” said Paul Elliott, CEO, Tiger Pistol. “While JOANN supplies free tools, supplies, and guidance, Tiger Pistol is providing our social advertising platform and campaign management resources to help extend the reach and impact of the initiative.” 

Beginning in early March, JOANN began to notice groups of people in the crafting and sewing communities making protective masks, gowns, and other essential items to donate to local hospitals and health care facilities. Inspired by the customers who were looking to help during this unprecedented crisis, JOANN wanted to contribute to the cause, providing free mask-making supplies and guidance through in store experience, Curbside Pickup and joann.com. After just a couple of months, more than 150 million masks were created through a combination of customer purchases and directly donated masks and scrubs to hospitals and health care facilities nationwide. Now, the company’s focus is expanding to supplying masks for everyone in America. 

In support of this effort, Tiger Pistol is running high-performance Facebook and Instagram ads with copy that dynamically localizes to drive community relevance and ad performance. JOANN is using the ads to drive awareness for the company’s ‘Make to Give’ initiative and donation efforts in connection with its local stores.

“With state and local lockdown orders still in flux, JOANN needed agile and flexible advertising technology,” said Talia Wachtel, VP Client Management, Tiger Pistol. “Tiger Pistol’s Platform allowed JOANN to rapidly deploy and update ads based on the status of each store, whether open for business, offering curbside or in-store pickup, or only offering ship-to-home service. JOANN can now easily manage its locations with the Tiger Pistol platform’s ability to group JOANN’s campaigns by county, state, or city according to local government orders, and giving JOANN the flexibility to change or pause these campaign groups in minutes.” 

The Tiger Pistol platform’s unique capabilities enable brands to adapt their strategies to store openings and closings.  Government orders may be lifting in areas, but with COVID-19 still looming and contact tracing ramping up, retailers still need a way to rapidly change store status within their advertisements, whether open for business, closed with only online ordering or curbside pickup, or closed for a couple days due to cleaning.  

“Unlike other advertising platforms, Tiger Pistol can support a quick and responsive local strategy, ensuring that brands can more easily account for different scenarios,” said Elliott. “With templatized local campaigns, the ability to shift creative and messaging based on store status, and easy tools to turn campaigns on or off based on changing local orders, Tiger Pistol gives brands the opportunity to deeply reach communities with both sales-driven and/or purpose-driven content.”

“Tiger Pistol saw the value in our efforts to protect our communities, and approached us wanting to help spread the word about our Make to Give initiative,” said Chris DiTullio, Chief Customer Officer, JOANN. “Once we saw the platform’s capabilities, particularly the ability to provide accurate information down to each store location, we knew there was an opportunity to inspire more customers and create a much stronger local connection. We’re thankful for the support of our efforts, and the impact this platform and services have made on our initiative.”

Learn more about JOANN Stores and its ‘Make to Give’ initiative

Learn more about how Tiger Pistol’s disruption-proof technology empowers brands and their local partners with local social advertising at scale. Contact us today.