2017 is slated to be a huge year for Facebook and Instagram advertising. With 1.23 billion daily active users (DAU) on Facebook and over 400 million DAU on Instagram, advertisers have access to a massive audience with unlimited revenue potential. However, marketers need to evolve their advertising strategies to account for rising trends on either site. To help keep your team up-to-date and one step ahead of the competition, here are all the trends that will impact your Facebook and Instagram campaigns in 2017.

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The 2017 Advertiser’s Guide to
SCALING GROWTH WITH
FACEBOOK AND INSTAGRAM

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2017 will be the year of Facebook and Instagram
To stay competitive and capitalize on the massive business growth
opportunities on both channels, advertising teams must stay on
top of the most important trends in the fast-changing
marketplace.
2016 was a breakthrough year for
Facebook and Instagram—but 2017 is
slated to be even bigger.
There’s constant innovation
happening in the Facebook and
Instagram advertising ecosystem.

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What’s in the presentation
Emerging market trends that will impact your 2017
advertising strategy
New ad products and opportunities to help fuel
success
Expert Facebook and Instagram insights for the
year ahead

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7 Facebook and Instagram
ADVERTISING TRENDS TO WATCH

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1. Digital overtakes TV ad spending
Digital ad spend surpassed TV
ad spend for the first time
ever in 2016.
For marketers in industries
that historically haven’t
focused on video advertising,
new opportunities on
Facebook and Instagram
could make 2017 the year to
make video a priority.

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2. Mobile reigns supreme
Analysts predict that mobile’s growth will continue throughout
2017, bringing in more than $29 billion in revenue on Facebook.
The rapid growth is a sign that reaching Facebook users on mobile
is delivering ever- increasing business value for marketers across
industries.
As Facebook users have gone mobile,
advertisers have followed. 84% of the
company’s Q3 2016 ad revenue was from
mobile advertising—an increase from
approximately 78% one year prior.

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3. Mobile video advertising reaches new highs
Video’s share of mobile ad spend is skyrocketing, and will
likely continue to grow through 2017.
In North and South America, advertisers targeting mobile
audiences on Facebook turned to video ads more than ever
before in Q4 2016. 18.9% of mobile ad spend was allocated
to video ad formats, representing a 20% quarter-over-
quarter increase.

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4. The demand for transparency grows
In June 2016, the Association of National
Advertisers (ANA) released a report outlining
an overwhelming lack of transparency
between agencies and advertisers.
The report found that non-transparent business practices were
pervasive in the industry, with many agencies engaging in
behavior such as receiving cash rebates from media companies
based on ad spend. Last year more companies than recognized
the importance of transparency and brought control of digital
advertising in-house. This trend will continue to gain momentum
in 2017 as marketers demand transparency into how their ad
budgets are driving ROI.

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5. Instagram advertising explodes
Advertisers have flocked to Instagram as they
realize the platform’s effectiveness for driving
meaningful ROI outcomes. Instagram has been
so successful in delivering value to marketing
teams, that the company surpassed 500K
advertisers on the platform in September 2016.
Throughout 2017, look for continued and rapid
development of new advertising opportunities
to offer even more creative ways to drive real
business growth.

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6. Facebook and Instagram accelerate ad innovation
The pace of innovation on Facebook accelerated last year, and
many of the biggest leaps forward will have an impact on
campaigns strategy well into 2017. Here are just a few of the
more significant developments over the past year, all of which are
worth considering as part of a 2017 advertising strategy.
One of the reasons Facebook and
Instagram advertising have become such
valuable tools for modern profit-driven
marketing teams is relentless innovation.
Facebook is constantly developing new and
unique ad products for both platforms to
help advertisers drive the business
outcomes they care about most.

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6. Facebook and Instagram accelerate ad innovation
Dynamic Ads
In the last quarter of 2016, dynamic ad adoption across
advertisers using Nanigans skyrocketed 165% year-over-year.
With the ability to drive returns like 30% higher ROI and the
promise of continued innovation in 2017, dynamic ads are a
powerful tool for profit-driven advertising across industries.

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6. Facebook and Instagram accelerate ad innovation
Lead Ads
Lead ads are a powerful ad
format with an integrated lead
form. They enable potential
customers to submit
information more easily so
marketers can follow up and
generate new business faster.

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6. Facebook and Instagram accelerate ad innovation
Canvas Ads
2016 brought the introduction of canvas ads to Facebook. These
ads deliver a interactive mobile experience where advertisers can
use imagery, video and more to showcase their products.

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Facebook Audience Network amplifies impact
Facebook Audience Network enables marketers to extend their
ads to reach people outside of Facebook by automatically
adapting ads to new native, interstitial, and banner formats.
A study of Nanigans’ top-spending mobile app install advertisers
using Audience Network revealed impressive performance gains.
Compared to mobile app install campaigns run only on Facebook
native, Audience Network delivered higher returns at lower costs

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For more guide, reports, and case studies, visit nanigans.com