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Tiger Pistol Earns the Prestigious Digiday Honor of “Best Social Marketing Platform” for Second Year in a Row

Posted on by Tiger Pistol
Tiger Pistol Platform Simplifies Social Advertising, Increases Performance

Tiger Pistol, the only social advertising platform that delivers local activation at global scale, was recently named Best Social Marketing Platform for the second year running in the Digiday Technology Awards.  

“Last year’s selection of Tiger Pistol over other leading social advertising tool providers validated our category leadership position,” said Paul Elliott, Tiger Pistol CEO. “Earning this honor for the second year in a row is a true testament to our continuous innovation, broadening the applicability of our solution, and deepening the value we deliver.”

The Tiger Pistol platform’s power lies in simplifying social advertising performance. Utilizing advanced automation and breakthrough applications of AI and data, Tiger Pistol takes the hard work and cost out of delivering better performing social campaigns at scale for global brands and their agencies, all while preserving brand integrity. 

“We’ve published more distributed social advertising campaigns than any other tool provider or vendor in the industry, giving us an ocean of intelligence and actionable insights to help our clients hone their strategies and optimize their campaigns for maximum performance,” said Elliott. “In today’s world, campaign performance is more important than ever. Every advertising dollar must work as hard as possible for our clients and their distribution partners, which is why Tiger Pistol continues to invest and innovate in the future of advertising science, where guess and test is gone and know and optimize is reality.”

The Digiday Technology Awards recognize the technology modernizing media and marketing, bringing efficiency and effectiveness to brands and agencies worldwide. As noted in its Awards Guide, “ Social media is a complex beast. Tiger Pistol proved that brands, with the right automation and workflows, can tame it.” 

To learn more about Tiger Pistol’s social advertising tools and how Tiger Pistol, the world’s #1 social advertising automation platform for local, unlocks local activation at global scale for brands, resellers, and agencies contact us today. 

Tiger Pistol is the Most Awarded and Recognized Social Media Platform of 2020

Posted on by Tiger Pistol
Tiger Pistol Recognized for Excellence in Social Media Advertising, Innovation, and Strategy

Tiger Pistol, the only social advertising platform that delivers local activation at global scale, is the most awarded and recognized social media platform of 2020. 

In the span of 12 months, Tiger Pistol was recognized by Digiday as the Best Social Media Marketing Platform – twice, by Street Fight for Best Social Media Campaign, by Localogy as Best Localized Marketing Campaign, by AdExchanger for Best Social Media Campaign, and by the U.S. Social Media Awards for Best use of Facebook/Instagram and the Innovation Award.   Additionally, Tiger Pistol took second place in the Franchise Innovation Awards. The company was also named a finalist for three Shorty Awards for Best Facebook Campaign, Best Strategic Use of Localization, Best Use of Social for Consumer Products; a finalist for two Digiday Media Awards for Best B2B Brand Partnership and Most Original Use of Social, a finalist in the U.S. Social Media Awards for Best Use of Paid Social, Best Social Media Campaign, and Best Strategic Use of Social Media, and rated Highly Commended by the Drum Social Buzz Awards for Best Retail/eCommerce Campaign/Strategy.  

“These honors really speak to the quality of our social advertising technology, our company culture, and our common mission,” said Paul Elliott, Tiger Pistol CEO. “We want to help our clients grow. We’re highly competitive and fearless. You’ve got to be bold when you’re competing in a highly dynamic marketplace. We like to say we can accomplish the things that everyone else says ‘no’ to – what’s assumed to be too big or too scary or simply can’t be done. These are the challenges that propel us forward with great success.” 

See how the award-winning Tiger Pistol Platform can unlock local activation at global scale for your business.  Request a demo today!

Tiger Pistol Named Finalist for Three Social Media Marketing Awards

Posted on by Tiger Pistol
Tiger Pistol Recognized by The Drum and Digiday for Work with JOANN Stores, AB InBev and Realogy

Tiger Pistol, the only social advertising platform that delivers local activation at global scale, was recently named a finalist by The Drum Social Buzz Awards for Best Retail/E-Commerce Social Media Strategy/Campaign and by the Digiday Technology Awards for Best Personalization and A/B Testing and Best Social Marketing Platform.

“We’re thrilled to be honored for these latest awards, continuing our streak as the most honored and recognized social advertising platform of 2020,” said Paul Elliott, Tiger Pistol CEO.  “These three clients all have unique use cases within the Tiger Pistol Platform, and these three honors reinforce the effectiveness of our platform’s versatility as well as our team’s ability to innovate and solve for our clients’ needs.”

Tiger Pistol’s work for JOANN Stores, the nation’s largest specialty retailer of fabrics and crafts, is honored by The Drum for Best Retail/E-Commerce Social Media Strategy/Campaign. JOANN Stores needed a method to amplify its corporate “Make to Give – Masks for All Americans” initiative, encouraging crafters to make and donate masks to essential workers and schools. To support this important initiative, Tiger Pistol ran high-performance Facebook and Instagram ads with copy that dynamically localized to drive community relevance and ad performance for JOANN’s initiative.

In its first month, the campaign proved 36% more cost effective than national campaigns and helped the retailer exceed their mask donation goal by over 30 million. In addition to driving online transactions, Tiger Pistol’s foot traffic attribution model surfaced that 84% of ads engaged with resulted in store visits during the first month of the campaign.

The Digiday Technology Awards shortlisted Tiger Pistol for its work with Anheuser-Busch InBev (AB InBev), the world’s leading brewer, and Realogy, the leading provider of U.S. residential real estate services.

Tiger Pistol will defend its Best Social Marketing Platform title earned in the 2019 Digiday Technology Awards. Using Tiger Pistol technology, AB InBev’s built a Covid-19 local social strategy, giving the company’s network of independent restaurants and bars the much-needed advertising power to drive business and reinforce the essential role restaurants and bars play in local communities and in the lives of consumers. Powered by Tiger Pistol’s technology, AB InBev seamlessly pivoted from foot traffic advertising to recovery and revitalization initiatives during the height of pandemic lockdowns.

Tiger Pistol works with Realogy to power Social Ad Engine, a scalable, social advertising solution that enables real estate agents to promote listings with auto-configured, high-performing Facebook and Instagram campaigns. Every 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, earning Tiger Pistol’s technology a finalist position in the Best Personalization and A/B Testing category.

The Digiday Technology Awards recognize the technology modernizing media and marketing, bringing efficiency and effectiveness to brands and agencies worldwide. The Drum Awards is a global awards program which recognizes best practice, the best companies and the best people from across the marketing and communications industry. Both the Digiday Technology Awards and The Drum Social Buzz Awards will announce winners on November 12, 2020 in virtual ceremonies.

To learn more about Tiger Pistol’s social advertising tools and how Tiger Pistol, the world’s #1 social advertising automation platform for local, unlocks local activation at global scale for brands, resellers, and agencies contact us today!

On-Demand Webinar: How Going Local Made Anheuser-Busch InBev the Toast of Towns Around the World

Posted on by Tiger Pistol
By investing in localized marketing, Anheuser-Busch InBev aggregated touchpoints in communities around the world. 

Watch and learn how AB InBev’s bottom-up approach to advertising 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 reveals how Tiger Pistol’s technology enables this global-to-local strategy, and explains how its versatility helps them promote its local recovery and revitalization initiative for its establishments around the world.

Key Takeaways

  • Pairing AB 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

Speakers

  • Daniel Ingram
    Global Director of Trade Innovation
    Anheuser-Busch InBev
  • Talia Wachtel
    VP Client Management
    Tiger Pistol

Daniel Ingram, Global Director of Trade Innovation, Anheuser-Busch InBev

Daniel develops, tests, and scales innovative media, technology, and hardware programs for bar and retail customers across ABI’s global footprint to enhance consumer experiences and drive incremental sales. Daniel is a Level II Certified Cicerone, and is passionate about bringing people together over a great pint of beer.

Talia Wachtel, VP Client Management, Tiger Pistol

Talia has extensive experience working with national and global brands to generate meaningful business results from digital marketing. Talia’s expertise lies in the productization, go-to-market and operational fulfillment of scalable social ad products, with brands such as Realogy, Yellow Pages, Anheuser-Busch InBev and Web.com leveraging her to consult on the ideation and launch of successful social ad solutions to their end advertisers.

Ready to see how Tiger Pistol can develop a global-to-local strategy to suit your brand’s needs? Contact us today!

Activating Scaled SMB Paid Social During Covid-19

Posted on by Jen Page

SMB resellers face new challenges in designing SMB social strategies because of COVID-19. In this pandemic world, locality is a chief concern. Marketers must engage locally and be highly flexible. As states and countries have different responses to the pandemic, marketing campaigns must be flexible enough to shift in a highly volatile landscape. Social programs present an opportunity to help businesses easily shift to digital buying paths, while also connecting to consumers personally with relevant and timely information. Bringing these to market requires socially aware tactics on all fronts, from creatively engaging with prospective SMBs to designing solutions and campaign structures that enable social to be a net gain to a SMB’s bottom line.

Hyper-local messaging enables SMBs to connect with consumers personally, while providing relevant and timely updates as mandates continue to change. 

Large SMB Resellers are currently challenged with adapting messaging for each independent small business at scale because each SMB needs to decide how they want to operate and do business during the pandemic. This means shifting business models due to local orders, which need to be communicated to customers, such as, curbside pickup, delivery options, reduced hours, or online transactions. Implementing these customizations for each of their tens of thousands of unique customers can be challenging; however, hyper-local messaging is no longer a targeting advertising tactic, it’s a necessary measure in communicating and connecting with your local community.

Social media use has skyrocketed.

It’s probably no surprise to you, that social media usage sky-rocked during this pandemic as people around the world were mandated to stay home. According to data compiled by Oxford University, almost 4 billion people in 92 countries were in lockdown as of early April.

As stay at home mandates were rolled out, consumers’ time online grew exponentially and remains at record highs. Facebook specifically reported a 50% increase in messaging in March.

For SMB advertisers, this means you have a much larger addressable audience on social — ready and available for those who need to reach them.

The world has changed, and Facebook and social media strategies are evolving along with it.

Pre-pandemic, social advertising was thought of primarily as a direct-response tactic focusing on targeting the right audience with dynamic creative and strong calls to action.

  • Sign Up for fitness classes
  • Apply Now and register to test drive a car
  • Get a Quote for solar panels
  • Call Now to book an appointment with a hair stylist
  • Get Directions to a local steakhouse to get their lunch deal

Now, social ads have changed into a pivotal communication tool. Local social ad messaging is no longer focused on simply targeting an audience with a strong call to action, but rather a tool to form deep connections with the local community by providing relevant and timely information that has purpose and impact. 

  • Shop Now for curbside pick up at a previously dine-in only restaurant
  • Get Offer to schedule home services in the future, keeping customers comfortable and safe
  • Learn More about virtual open house tours
  • Learn More about a financial advisor’s personal commitment to their community
  • Sign Up for no contact auto service

Facebook has swiftly responded to these changes by escalating their product roadmap to support local businesses with new tooling to help them adapt to this new world of connecting with consumers and moving transactions online. In the past quarter, Facebook has launched both Gift Cards and Facebook Shops to enable SMBs to transact online more easily with simple calls to action for online ordering.

The primary focus is, and will continue to be, for social ads to acknowledge the local ordinance, connect with the community in challenging times, and keep the consumer’s safety as the number one priority.

How have SMB resellers responded to these new challenges?

SMB resellers have had to adjust their service offerings and packages to serve the current needs of SMBs. Tiger Pistol enables leading SMB Resellers to empower customers with new and innovative tools to enhance personal connections. 

The ability to utilize messaging, web forms, e-commerce, and virtual scheduling tactics to provide a solution for every type of business, allows resellers to scalably pivot creative across their diverse portfolio of end-advertisers. 

In one example, a leading SMB reseller made the decision to quickly turn on Social Messenger Ads capabilities and offer a lower cost social ad package to their customers. By doing so, they were able to ensure their customers do not miss the opportunity to connect with their local community during a time of increased usage on social media.

Go-to-market updates to enable new ad objectives or creating a new social advertising package takes minutes within our set-it-and-forget-it automated campaign tooling and allows this large SMB Reseller to show their speed to adapt as they support the nuances of each SMB customer.

In another example, one SMB reseller started offering a first-of-its-kind social offering in its market to support its customers and help them build their businesses back up as the country reopens. Entel, the largest telecommunications company in Chile, partnered with Tiger Pistol to provide an efficient social advertising solution for its small business clients in Peru. With over 7 million mobile phone and internet customers, Entel will help their clients become more competitive and reach a wider audience with a whitelabeled instance of Tiger Pistol’s platform called “Impulsa tu negocio,” or “Boost your business.” As businesses transition during this uncertain time, Facebook and Instagram advertising offers the most cost effective way to reach the largest audience with accurate, up-to-date information. For the past month, the cost of advertising on Facebook in Peru is averaging just $0.90 per one thousand impressions. Powered by Tiger Pistol’s specialized social advertising platform, micro and small entrepreneurs in Peru are able to reach more customers in order to increase their sales, without the need for advanced knowledge of Facebook advertising. This partnership enables Entel’s clients to be at the top of mind as businesses begin to open back up. 

So to recap…

As the world has changed, social advertising changed with it. Advertisers’ should use social advertising to keep communities informed with relevant, timely information that has purpose and impact. Hyper-local social advertising is the perfect vehicle to create and maintain deep connections between SMBs and their customers. 

Shrimp and Social Advertising: The Unlikely Connection

Posted on by Lindsay Blashka

“What’s with the shrimp?” A fair question. I mean, what could shrimp possibly have to do with local social advertising at global scale? Metaphorically speaking – absolutely everything.The Tiger Pistol Shrimp stuns its prey

The Tiger Pistol shrimp, just 5 cm full grown, possesses a powerful advantage. By snapping its one extra large claw, it creates an underwater shockwave, complete with a sonic boom and ripple effect so strong it emits light and reaches a temperature comparable to the face of the sun, stunning the Tiger Pistol’s prey for easy capture.

Just as simply (and effectively!), Tiger Pistol enables brands, resellers, and agencies to send shockwaves in their markets – spreading their reach, driving leads and foot traffic to their locations. Much like the loud noise from that tiny crustacean, Tiger Pistol has always helped those with smaller (or fractured) budgets make disproportionality loud sounds in the marketplace. We know it’s hard to navigate social advertising at scale, Tiger Pistol makes it as easy as a simple snap of a claw.

Tiger Pistol Achieves Social Advertising Milestone

Posted on by Tiger Pistol
The World’s Largest Third-Party Publisher of Local Social Advertising Exceeds 1 Million Campaigns

Tiger Pistol, the only social advertising platform that delivers local activation at global scale, today announced another milestone achievement with one million Facebook and Instagram campaigns published since launching its social advertising technology in 2016.  

“With more local social campaigns published through our platform than any other tool provider or vendor in the industry, Tiger Pistol’s wealth of campaign data is unsurpassed,” said Paul Elliott, Tiger Pistol CEO. “As a result, Tiger Pistol provides more intelligence and actionable insights than any other provider in the category, helping clients to develop and hone their strategies and optimize campaigns for maximum performance.”

In the last year alone, Tiger Pistol grew monthly campaign volume by 40%, as more brands, SMB resellers, and agencies have discovered the power and efficiency delivered by the Tiger Pistol platform. Looking ahead,, the company anticipates continued aggressive growth as the platform will support clients in more than 15 countries, 22 currencies, and 8 languages.

“Surpassing one million published campaigns speaks to the scale and marketplace leadership  of the Tiger Pistol platform,” said Paul Elliott, CEO. “Each year we see a significant increase in campaigns run on the platform as we rapidly grow our client base and expand our global footprint.”

Elliott also notes that Tiger Pistol’s legacy is built on successfully delivering “first-evers” that drive client value through a team with deep social advertising expertise. 

“Of course, this achievement is mind-blowingly awesome, but it also shows the success of our company,” says Analissa Moreno, Data Operations Lead, Client Success, who has been with Tiger Pistol nearly four years. “We’ve grown from a small, scrappy team working one-to-one with end advertisers to working with global brands, agencies, and SMB resellers launching campaigns day in and day out. It just shows how unstoppable we are.”

Learn more about Tiger Pistol’s social advertising solution. Contact us today! 

Tiger Pistol Announces Strategic Partnership with Avery Healthcare

Posted on by Tiger Pistol
Local Social Advertising to Drive Brand Awareness, Fill Vacancies, and Promote Job Openings

Tiger Pistol, the only social advertising platform that delivers local activation at global scale, recently was selected by Avery Healthcare, a premium care provider in the senior living sector in the United Kingdom to scale and localize its social advertising efforts.

Tiger Pistol will run high-performing Facebook and Instagram campaigns to generate brand awareness, new patient applications, and employee recruitment for Avery Healthcare’s 60 nursing care homes and retirement villages throughout the United Kingdom. Avery Healthcare is the parent brand of Avery Care residential, dementia and nursing care homes, and the Hawthorns Retirement Villages.

“Avery Healthcare’s mantra is ‘Care With A Difference,’ and they were searching for a way to localize their social presence by matching their earned reputation in-market with personalized advertising to speak to each individual community,” said Paul Elliott, CEO, Tiger Pistol. “Using Tiger Pistol’s Social Advertising Platform, Avery Healthcare can now run ads promoting the unique aspects of its locations.”

Tiger Pistol’s platform allows Avery Healthcare’s corporate office to scalably run campaigns that focus on filling vacancies, highlighting programs, and hiring staff according to the needs of its individual homes or villages, plus the flexibility to adjust its social advertising budgets to the locations that need advertising most.

“After attempting to manage local ads across our footprint natively in Facebook Ads Manager, we realized we needed a technology solution to more easily run campaigns at scale for our locations,” said Angus Matthew, Senior Marketing Manager, Avery Healthcare. “Tiger Pistol had our campaigns up and running in less than a month, which was essential during this time so that we could quickly communicate the safety and vibrancy of our homes at scale.”

Learn more about how Tiger Pistol’s social advertising automation platform for local unlocks local activation at global scale for brands, resellers, and agencies. Contact us today. 

An Advertiser’s Guide to Picking a Facebook Objective

Posted on by Laura Kraay

With over 2 billion people around the world using Facebook and usage rising during coronavirus, social advertising offers an opportunity to reach an ever-growing audience. When building a social ad, one of the first decisions you’re given is which objective to select. Here, we’ll look at how to pick an ad objective that aligns with your business goals by breaking down three of the most common: Reach Traffic, and Lead Generation. We’ll also provide overall best practices surrounding social ad creative, which are harnessed from servicing thousands of SMB advertisers. 

Reach Ads

Using a Facebook Reach objective maximizes the number of users who see an ad. Choosing this objective helps build brand awareness. When considering the marketing funnel, these ads are at the top, since their goal is to let as many users as possible see your ad. As consumers lower their spending amidst the pandemic, this is a good type of ad to help keep your brand top of mind without pressing viewers to let go of cash. In fact, Huffington Post found that many brands have shifted their ad campaigns towards messages of compassion and support. If you’re looking to raise awareness of your core values or community initiatives, a Reach ad would help set you up for success. 

Traffic Ads

Traffic ads seek to bring more users to a specific destination URL. If you’ve recently switched to a to-go menu or converted to an online store, a traffic objective would find users more likely to click and visit that URL. This objective is further down the marketing funnel because you’re asking a user to take the time to look at a website. Demonstrate the value the user will get from visiting the website, like learning about your new menu items, viewing your most recent product arrivals, or placing an order. Traffic campaigns are also a good option for advertisers seeking to promote a service that requires more information on an accompanying link. 

Lead Generation Ads 

These campaigns allow you to collect information, like a name and email address, from potential customers directly on Facebook. For advertisers running consultations or services that require phone or email contact, lead generation campaigns are best. Make sure to highlight your unique selling point to differentiate from competitors. Since you’re asking users to give you some information, it should be clear what they’ll be getting in return. Some examples of things you can offer include the following:

  • Newsletter Sign-up
  • Price Estimates
  • Business Information

Picking an audience is especially important for Lead Generation ads since they’re closer to the bottom of the marketing funnel. Adding some additional audience parameters, like a Custom Audience or Lookalike helps ensure the people seeing the ad are already familiar with you or similar to your best customers! For advertisers looking to run LG campaigns, make sure you also check out Tiger Pistol’s Justin Chavolla’s advice on how to receive high-quality leads. 

No matter which ad objective you choose, it’s also important to look at the messaging of your ad. We know how important it is to make every ad dollar count, so here are some quick tips as you move from objective into ad creation: 

  • Have a clear CTA in your ad copy. Don’t assume your audience knows what to do next.
  • Offer a unique selling point. What makes your business stand out?
  • Include strong visuals. Your media needs to support your message to ensure Ad Cohesion. If possible, use high-quality custom imagery over stock photos. 
  • Find your audience. You want your relevant audience to actually see your ad and not just everyone. On Facebook, you will literally pay for everyone who sees and clicks on your ad, so targeting the right people is key.
If you’re looking for more information about advertising during coronavirus, we laid out 50 tips for 50 different kinds of businesses. Looking for something more in-depth? Don’t hesitate to reach out. 

iOS 14 and Privacy: What it Means for Advertisers

Posted on by Bob Govia

The latest in the tug-of-war between consumer privacy and effective digital advertising pits Apple against Facebook, Google, and others. At stake for ad tech: significant revenue for ad publishers and app developers, effective ad results for advertisers, and more relevant ads for consumers. At stake for users: consumer privacy protection, the use of their behavioral data for marketing, and possibly – the future of “free” software. Apple’s pending release of iOS 14 is a strong consumer-privacy-first stance and a potential disruption to digital marketing as we know it. But what is the real impact for targeted digital advertising?

What is Changing?

In a nutshell, Apple devices running iOS 14 will now require explicit user opt-in to allow apps to track behaviors across sites using the Identifier for Advertising, or IDFA. The IDFA ties a unique, random number to a user’s device, allowing advertisers and data companies to evaluate ad interactions on an aggregated basis. Blocking user tracking by third parties has already been a staple for privacy-first browsers for some time (Apple’s own Safari, Chromium-based Brave, the Tor browser, and others), and has been offered as an opt-out model within mobile operating systems, as well. However, the shift to a more aggressive opt-in model is expected to be disruptive to app ad targeting and attribution.

Impacts on the the Facebook Ad Platform

Consumer Behavior Data

By losing access to information that links consumer behavior across experiences (apps, websites, etc.), Facebook and other ad networks will have less visibility into user actions outside of their own properties. This downturn in insights may decrease targeting effectiveness in aggregate over time.

Ad Targeting

Without distinct information about potential consumers, networks like Facebook must rely on non-personalized information when determining to whom to serve an ad. On iOS 14 apps and devices, consumers can expect their ads to be less personalized, and advertisers can expect the impact to be far lower as a result.

Attribution & Optimization

Not only is it difficult to determine who an ad is served to, Facebook algorithms will be blind to the impact of the ad, diminishing the ability to understand how many clicks resulted in installs or other conversions. Losing visibility into specific consumers who viewed the ad makes it far more difficult to determine which converted users saw the ad.

Specific Impacts for Facebook Advertisers

This may seem obvious, but this is (currently) only expected to impact consumers on iOS 14. While Apple is a dominant player in mobile devices in the U.S. (58.78% in the US versus Android’s 41.03%), they are less dominant worldwide (24.82% versus Android’s 74.6%). Is this a precedent that could expand, with broader adoption of Apple’s opt-in approach, or will we see networks maintain status quo with the opt-out standards already implemented by companies like Google and Microsoft? Only time will tell. 

Third-party Placements (via Facebook’s Audience Network)

Facebook uses its Audience Network (FAN) to provide advertising placement into non-Facebook properties. These ads are commonly served in apps and games, and are particularly effective because Facebook knows far more about a consumer than the app developer does, giving them an opportunity to target ads and attribute from where positive results originate. Some of the biggest changes to iOS 14 target app access to consumers’ IDFA, requiring an opt-in to use. Advertisers expect this to negatively impact Facebook’s ad effectiveness and behavior tracking in third-party platforms. Based on their tests, Facebook expects a 50% decrease in ad revenue due to a reduced ability to personalize and target ads. This seems to be the leading Facebook risk, and may become so ineffective as to be discontinued.

App Install Objectives

App installs, a type of conversion objective optimization, are reliant on a signal from a consumer device that the desired app has been installed (and possibly opened). This is expected to be significantly hindered for iOS app installs, driving attribution and targeting effectiveness downward. Facebook is asking developers to use a new version of the Facebook SDK to support the new Apple SKAdNetwork API, and also to create a dedicated iOS 14 ad account for these ad campaigns.

Lower Immediate Impact (or None)

Advertisers using Facebook’s First-party Placements

The bulk of Facebook’s advertisers today use Facebook’s first-party placements, which include Facebook, Instagram, Messenger, Marketplace. These placements reach consumers wherever they spend time on the Facebook platform: in-app or in-browser, mobile or desktop, and benefit from full targeting, attribution, and optimization as before. The only exception is for app install objectives.

What’s Next?

Facebook continues to invest in methods to improve advertising and conversion signal resiliency. Some of these, including the ability for businesses to provide external conversion data (such as business transaction matching), or server-side (rather than client-side) signals for consumer behavior, are unaffected by these changes. These require businesses to share first-party business data (activity, conversions) directly with Facebook for attribution and optimization. Using these within campaigns and to create custom and lookalike audiences remain very powerful tools for effective marketing.

At the same time, there is a looming specter of broader governmental regulations, following in the steps of GDPR and CCPA, which look to take a stance on consumer privacy and the use or sale of this data for advertising (or other means). Legislation is being considered or implemented in many U.S. states (Maine, Massachusetts, New Hampshire, New York, and many more) and in other countries like India.

iOS 14 changes the game for monetizing in-app ad placements with their opt-in-required updates for tracking. App-centric campaigns (by objective or placement) are hardest hit, with tests showing a 50% revenue hit as targeting, attribution, and optimization become severely limited. Other first-party campaigns on Facebook’s platform should expect no immediate impact. The trend toward more consumer privacy is clear in products and legislation; what remains to be seen is whether the industry will embrace a new opt-in standard or stand by the current opt-out model

As a preferred Facebook Marketing Partner, Tiger Pistol is committed to helping our clients and their stakeholders navigate changes like these. Contact us today. 

Bob Govia is Director of Product Management at Tiger Pistol. 

What’s the Right Amount of Local for my Brand?

Posted on by Chris Mayer

It feels like establishing a digital local presence has been the bread and butter of brick-and-mortar strategy for decades. With numerous specialized agencies and tools, listings management, Google Places, Facebook location Pages, etc., it can feel like there are a thousand different permutations you need to cycle your brand through with the aim of going local. 

Insurance brands can advertise locally through agents and advisors, as these representatives work out of local offices and service particular local areas.

“Going local” can mean many different things, depending on your industry and how you engage with customers in your buying flow. In some cases, like for a large national insurance brand, the value of locality is self-evident. The brand can advertise locally through agents and advisors, as these representatives work out of local offices and service particular local areas. For other industries, such as consumer products, “going local” might mean marketing through independent dealers or chain partner retailers. Even wholly digital brands, such as delivery service apps like Doordash and Uber Eats, have reason to drive value through local marketing of their partner merchants to their local consumers. The real power of local marketing lies in its flexibility to work across decentralized and centralized networks alike.

So while the buzz around “local” marketing may feel tired at times, brands continue to take the plunge. Yet it’s important to keep in mind that someone else’s version of “local” doesn’t have to be yours. Take Red Bull for example. Going local for them means hosting local events and building subcultural communities to promote them through. A quick search of their brand on Facebook reveals a distributed page presence, such as Red Bull Music, Red Bull Motorsports, Red Bull Gaming. From a marketing perspective, these fronts are reflective of their larger marketing tactics in play, as the product offered never changes. Red Bull simply sells Red Bull. 

Contrast that with a search for “Allstate Agents” on Facebook. You will see thousands of business pages returned from local Allstate agents.

Of course, retailers often use location pages, creating one for every one of their stores to contain their local presence and house store-specific information, namely geo-location, but also hours, WiFi names, and more that are location specific. Many chain stores now have a distributed store page presence across Facebook.

Facebook continues to be the first choice for social media marketing with a local presence. With the right tools, brands are able to take advantage of their local presence with paid media. It’s important to consider holistically where the value lies in paid media activations. At Tiger Pistol, we work with partners across many different verticals, from real estate, retail, consumer products, financial services, and insurance, in addition to digital re-sellers and franchise brands. Every one of our clients is taking advantage of a different flavor of local paid media.The core power of local marketing is truly it’s ability to connect brands, consumers, and everyone in between to holistic ROA-based advertising strategies.

For example, a global beauty consumer products brand leverages our technology to enable salons and retailers to promote themselves through the brand’s Facebook Business Page, with each merchant receiving their own individual campaign, designed and optimized to deliver sales to them. While also empowering their campaign through attachment and association with the global brand’s page. In effect, they use paid campaigns to take the brand to a local level, by featuring specific merchants in what would otherwise be a brand level campaign.

Tiger Pistol enabled Ben & Jerry’s to publish on-brand local social advertisements for scoop shops leveraging a local tie-in with Uber Eats delivery. Ads were geotargeted for Uber-Eats’ delivery area, with the call-to-action to “Order Now via Uber-Eats.” Each ad’s “Order Now” button drove to Uber-Eats’ online ordering page for the local Scoop Shop. 

In other cases, it’s about bringing together independent merchants through a distributed local presence, such as our work with AB-InBev where our technology allows merchants to connect their own business pages and receive curated ads, published through them.

There are even cases where the locality is no more than a deliberate messaging tactic. Our Real Estate partners often publish local recruitment ads through their brand Page. This gives them a means to propagate localized messaging quickly that both target hyper-locally and feature creative that is locally aware – allowing their brand to speak to local job applicants in particular locales and feature local office information as necessary. 

As you can see, there are many paths to “Go Local.” They may sometimes include multiple Pages and places, or locality can simply be a messaging tactic – a first touch engagement into a larger national buying path, when it’s important to feature your brand in a specific local community. The value is in being able to quickly get local when it makes sense to, and to complement national advertising efforts through local advertising dissemination. 

It’s easy to deploy a single national campaign. Anything more can be enormously time consuming without the right tools, and you may be missing out on not only happier consumers, but better performance too. Separate local campaigns and marketing tactics can offer marketing flexibility, such as when an insurance brand uses its corporate website data to retarget consumers through a local agent campaign or when digital brands leverage the locality of their partners to distribute their message into particular locales. “Going Local” is about building holistic, responsive strategies that connect consumers to buying paths and speak to consumers more personally, in recognition of where they live and shop. Beyond a closer consumer connection, local marketing can very much also be a means for brands to enable and empower their retail, merchant, and account partners who they rely on to sell their products. 

Let’s talk about a local strategy that best fits your brand. Contact us today!

Chris Mayer, a Solutions Engineer at Tiger Pistol, specializes in helping digital agencies, SMB resellers, and global brands build scaled Facebook advertising solutions with an emphasis on local activation.