Executing an effective advertising campaign requires careful decisions: which audiences to target, which channels to use, and the right mix of paid vs organic channels. This week’s insights highlight the most important audiences for branding campaigns, engagement on Twitter and Instagram in the UK, and US advertiser spend on mobile app install ads.

With digital advertising, there are many ways to segment and target your audience. Innovative advertisers focus on using targeting to make advertising part of the 1-1 customer journey. MarketingCharts.com surveyed top executives at the largest companies across the globe and found that audiences segmented by psychographics is the most important for branding campaigns. This people-based approach to targeting is challenging for many companies, but becomes possible with the use of CRM data. By connecting first and third party data to the relevant digital audiences, you can send the right message, to the right person, at the right time. Salesforce Active Audiences makes this possible across Facebook, Instagram, Twitter, and even display advertising.

There are over three million apps available for download on Google Play and the Apple App Store and the market has become very competitive for app marketers. In order to amplify your app installs in this saturated market, you need to use paid advertising. According to eMarketer, Mobile App Install Ad spending has increased by 80% since 2014 to roughly $3 billion. As big as that number sounds, it’s dwarfed by the overall mobile advertising spend globally, and only comprises 10.4% of total mobile ad spend as large global advertisers switch their spend to mobile because that’s where people are increasingly spending their time. Leverage paid advertising across Facebook, Twitter, Instagram, and the mobile app ecosystem with the Facebook Audience Network to get your app in front of the right audience to increase your installs.

Adoption of Instagram among UK consumers is growing having 14 million in the country out of Instagram’s 300 million global users, but this growth is not cannibalizing the use of Twitter. GlobalWebIndex shows that the adoption of Twitter is nearly twice that of Instagram. When advertising in the UK, use multiple channels to expand your reach, but cater your message and creative depending on the behaviors and attitudes of users on each platform. For example, visually compelling and very short form video may work well on Instagram while ads related to real-time events and conversations resonate well on Twitter.

For more information about how to improve app install campaigns on Facebook, learn how Essence leverages oCPM bidding to reduce the cost per install for its clients. Download the case study!