iOS 14 and Privacy: What it Means for Advertisers

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. 

Facebook Campaign Performance Playbook

Running Facebook ads can be tricky business, and it really doesn’t take much for your ad to get bitten by the underperformance bug. Achieve campaign success with ease. Check out our 5-step playbook for creating or troubleshooting campaigns. Read it now.

Tiger Pistol Named to Inc. 5000 List

Tiger Pistol Ranks No. 1425 on the 2020 Inc. 5000 with Three-Year Revenue Growth of 311.4%

Inc. Magazine recently revealed that Tiger Pistol, the only social advertising platform that delivers local activation at global scale, is ranked No. 1425 on its Inc. 5000 list, the most prestigious ranking of the nation’s fastest-growing private companies. 

The list represents a unique look at the most successful companies within the American economy’s most dynamic segment—its independent small businesses. Intuit, Zappos, Under Armour, Microsoft, Patagonia, and many other well-known names gained their first national exposure as honorees on the Inc. 5000.

“We are honored to be recognized not only as one of the 1500 fastest growing private companies in the country, but also in the top 150 in the advertising and marketing segment,” said Paul Elliott, CEO, Tiger Pistol. “Our team takes immense pride in delivering huge impact, driving efficiency and speed to market for our global brands, agency, and reseller clients. Our hyper-local approach to advertising has truly taken on new meaning in light of COVID-19, as advertising has narrowed its parameters from region to region or block to block to actual individual businesses, many of whom are relying on local advertising in their recovery efforts.”

Not only have the companies on the 2020 Inc. 5000 been very competitive within their markets, but the list as a whole shows staggering growth compared with prior lists as well. The 2020 Inc. 5000 achieved an incredible three-year average growth of over 500 percent, and a median rate of 165 percent. The Inc. 5000’s aggregate revenue was $209 billion in 2019, accounting for over 1 million jobs over the past three years.  

“Continued focus on deepening our product offerings and expanding into new industry verticals and emerging markets have allowed us to grow our existing customer relationships as well as build new ones, which has resulted in significant year-over-year growth,” said Anthony Antonelli, Vice President of Finance, Tiger Pistol. “Additionally, we’re proud to be one of few companies of late continuing to grow and invest in our team, with open positions ranging from technology engineers to client-success specialists, who are regularly helping our clients solve problems, and client managers, who build and own the relationships with our clients.”

Complete results of the Inc. 5000, including company profiles and an interactive database that can be sorted by industry, region, and other criteria, can be found at www.inc.com/inc5000. The top 500 companies are also being featured in the September issue of Inc., available on newsstands August 12. 

The 2020 Inc. 5000 is ranked according to percentage revenue growth when comparing 2016 and 2019. To qualify, companies must have been founded and generating revenue by March 31, 2016. They had to be U.S.-based, privately held, for profit, and independent—not subsidiaries or divisions of other companies—as of December 31, 2019. (Since then, a number of companies on the list have gone public or been acquired.) The minimum revenue required for 2016 is $100,000; the minimum for 2019 is $2 million. As always, Inc. reserves the right to decline applicants for subjective reasons. Companies on the Inc. 500 are featured in Inc.’s September issue. They represent the top tier of the Inc. 5000.

This is the second recognition for Tiger Pistol by Inc. Magazine. Earlier this year, Inc. Magazine ranked Tiger Pistol in the Top 100 on the Inc. 5000 List of Texas’s Fastest Growing Private Companies and in the top 5 among advertising and marketing companies. 

About Tiger Pistol 

Tiger Pistol is the world’s #1 social advertising automation platform for local. For nearly a decade, the company has been obsessively focused on building the world’s most effective social advertising platform for global brands, resellers, and agencies who realize the power of local activation at scale. As a preferred Facebook Marketing Partner and the largest third-party publisher of social advertising for local, Tiger Pistol creates, deploys, manages, and optimizes high-performance Facebook and Instagram ads at unprecedented scale, with over 800k Facebook and Instagram campaigns published to date. Tiger Pistol’s first of its kind technology delivers meaningful and measurable business impact for brands, resellers, and agencies alike, helping to unlock value and efficiency through innovation-led social advertising automation. Tiger Pistol is the most awarded and recognized social advertising platform of 2020.  Visit TigerPistol.com, or follow on Twitter, Facebook, or LinkedIn.

About Inc. Media

The world’s most trusted business-media brand, Inc. offers entrepreneurs the knowledge, tools, connections, and community to build great companies. Its award-winning multi-platform content reaches more than 50 million people each month across a variety of channels including websites, newsletters, social media, podcasts, and print. Its prestigious Inc. 5000 list, produced every year since 1982, analyzes company data to recognize the fastest-growing privately held businesses in the United States. The global recognition that comes with inclusion in the 5000 gives the founders of the best businesses an opportunity to engage with an exclusive community of their peers, and the credibility that helps them drive sales and recruit talent. The associated Inc. 5000 Conference is part of a highly acclaimed portfolio of bespoke events produced by Inc. For more information, visit www.inc.com. For more information on the Inc. 5000 Conference, visit http://conference.inc.com/.

Localogy Live: Interview with Tiger Pistol CEO Paul Elliott

Recently, Localogy’s Mike Boland chatted with Tiger Pistol CEO, Paul Elliott, about driving social advertising success on a local level for enterprise brands, agencies, and SMB resellers alike. As Tiger Pistol continues to grow, its sights are set on further penetration among the enterprise market. Elliott reveals how the organization has been structured to serve these unique customer sets from both a sales and a product perspective.

“We can accomplish the things that everything else says “no” to. Those things that are just assumed that you can’t do or that they are too big, they’re too scary, they’re too hard – that’s what drives us forward.”
– Paul Elliott

Watch the on-demand video now on Localogy.com.

Tiger Pistol Takes Home Two U.S. Social Media Awards, the Latest in a String of Honors for the Company

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, announced today that it recently won two U.S. Social Media Awards – Best use of Facebook/Instagram and the Innovation Award. The company was also runner up for Best Use of Paid Social, Best Social Media Campaign, and Best Strategic Use of Social Media. 

With these latest awards, Tiger Pistol is now the most awarded and recognized social platform of 2020. In the span of eight months, Tiger Pistol was recognized by Digiday as the Best Social Media Marketing Platform, by Street Fight for Best Social Media Campaign, by Localogy as Best Localized Marketing Campaign, by AdExchanger for Best Social Media Campaign. 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; and a finalist for two Digiday Media Awards for Best B2B Brand Partnership and Most Original Use of Social. 

“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!

Best Practices for Facebook Audiences: Part 2 – A/B Testing: When in Doubt, Test it Out!

If you’re worried your social media ads are getting stagnant, an A/B test can provide a needed refresh. Running two ads that have only one varying element can offer valuable insights about what is working (and what’s not!) as well as inform strategy for future social campaigns.

A/B testing can be particularly helpful when determining audience. For example, if your goal is to grow your audience base, you could try targeting a lookalike of website traffic against a broad/detail targeting audience. The broad audience will help you continue to establish your customer base and the lookalike will help ensure some of your ads are also directed at users similar to your best customers.

Perhaps you’re still waiting for your Pixel data to gather? Try testing media and move to the audience later. In a world of endless customization, A/B testing offers a low-pressure scenario to freshen up your campaigns and learn more in the process.

Online retailer Sole Society wanted to compare how the square image format performed compared to a traditional landscape format. The ad featured the same pair of black boots. They learned that the square image outperformed the rectangular one and delivered a 27% increase and sales and 32% increase purchased products. For future campaigns, they could now feel more confident in selecting square images.

When trying to decide what to test, focus your goal on what you ultimately want to learn. Perhaps you want to sell more products, get more in-store visits, or simply want to more fully understand a particular aspect of your business. Stepping back like this can help you examine which of Facebook’s tools may work best for your needs.

Read the next post in my Best Practices for Facebook Audiences series, where I share how to create audiences that comply with Facebook Special Ads Categories. Miss the first article in this series? Check it out here.

Laura Kraay is a marketing services specialist for Tiger Pistol. She got her MFA in creative writing. Outside of work, you’ll likely find her doodling, reading, or spending time with family.

Unpacking Discovery Ads with Google: What it Means for Facebook

You’ve heard it a million times since the dawn of social advertising, “search for is for intent, social is for discovery!” And for a time, all us marketers constantly reckoned with this fact. The ad tech industry quickly codified itself into specialized tools on either ends of the spectrum, with a few hybrids in between. Though the fact of the matter remains, no one goes to Facebook and just searches for something. They access their feed and view their friends’ content. It’s a more reactive experience by nature. Whereas when users hit the Google front page, the intent is always specific – I am going to search for something, or I am going to click into a specific Google tool, like my email, or calendar. These differing experiences made it easy to think of social and search advertising as separable.

That separability is about to turn on its head, as Google launched Discovery Ads globally just last month. The premise is a familiar one, “Discovery campaigns take their cue from Facebook’s success at exactly this type of visually impactful, native ad format targeted based on audience data rather than search intent”. However, Google is proceeding down this path with caution, only launching one ad slot to start. But Google’s intent is clear here, they are aiming their sights directly at the “discovery media” Facebook has been so effective at collecting. Google’s own documentation on the format positions it just as Facebook would a Reach campaign: “Reach more of Google with a single ad campaign. With the ability to reach up to 2.9 billion people monthly… you can now reach more potential customers as they browse… on popular Google properties.” The idea being that Google will optimize Discovery ads using their customer intent data, just deployed in a slightly different way, to find users likely to be interested in similar products and serve them ads in the Discovery slot.

Google also notes that the properties these ads will feature on: YouTube’s Home and Watch Next feeds, the Gmail Promotions and Social tabs, and Discover, which for them, is the right way to think about discovery tactics, placing those units on properties where users tend to spend the most time, or in other words, places where people are naturally inclined to search for and consume content as opposed to engaging with specific search intent. So on one hand, the logic is sound. Google does indeed have a ton of user data, and enough for certain, to be able to use machine learning to identify the “interested users” necessary for deployment of discovery ad tactics. 

Does this supplant Facebook? That’s probably not the right way of thinking about it. We have seen new ad networks and properties come and go, and evolve, but rarely are these ever more than evolutions of traditional tactics. Rather than complete re-inventions of digital ad products and strategy. Although, it does mean Google could very well be a bigger part of conversations on Discovery, and the search-social digital framework is going to get muddier in terms of now being able to deploy discovery and intent tactics across both networks. Really though, it’s just one more place to cross-target ads, whether that be off search data and tracking alone, or through combined retargeting efforts across social and search.

When considering SMB advertising, introducing another, separate, Discovery placement into the mix feels premature, especially on the brick-and-mortar side. Consider what a typical scaled social and search strategy looks like. One example is an integrated marketing software for SMBs. This client helps manage web presence and SEO, in addition to paid digital advertising, but they need a way to generate leads reliably through search and discovery efforts. Being that most of their customer base is brick and mortar service providers, shopper-driven, product-based discovery was difficult. They decided to double down on Facebook for lead generation, leveraging the Facebook Pixel to middleman between their inbound activity based on search intent and effective re-marketing on social.

Tiger Pistol worked to develop a full cycle approach to lead generation and lead nurturing:

  • The customer’s contact list is sent to Tiger Pistol via API for automatic creation of a Custom Audience, which is then used to create a Lookalike Audience on Facebook for targeting purposes.
  • Tiger Pistol automatically creates and publishes a Lead Ad, enabling Facebook users who look like their existing customer base to submit their contact information natively.
  • Leads are then automatically sent to the customer’s company contact list, where a lead nurturing track is triggered to drive conversion.

The integration provides the client’s customers a seamless, automated process to drive and nurture leads, allowing the client to spend more time managing its business. As their end-users find their customers on search, those customers are captured and used to find lookalikes. What’s more, each discovery-based lead also feeds the data loop. While one could imagine inserting some Google Discovery into this mix, it’s hard to pin down at this moment whether or not it’d be worth the effort, or if it’s best to wait for more data on the new Google placements. Google also lacks the journey driven lead collection that’s native within Facebook. As such, it’s also hard to imagine scaling a Google Discovery solution for SMBs given that it would require an offsite landing page to support lead collection- whereas Facebook does not, because Facebook enables direct lead collection across all its primary properties.

Facebook and its family of apps remain the destination for discovery-grounded marketing, not only because the idea of the Google network still feels foreign, but also because Facebook has a decade’s head start on developing specific ad tools within the discovery framework. Facebook offers over a dozen marketing objectives and has numerous properties suited to discovery such as Instagram, WhatsApp, or Messenger. It will take Google considerable time to catch up if they continue to go deeper into discovery-based ad optimizations. Place your bets now, I imagine they’ll find a way to make it work eventually. For now, Facebook should remain the focus for discovery, especially if considering a tight budget. Introducing a “third split” so to speak, of sending spend across search, social discovery, and search discovery could possibly mean not doing any of the aforementioned tactics well. Maybe in time, with more data, and evolution from Google, the calculus will change. But it is likely still the case that the most optimal means to focus dollars within the discovery/intent distinction would be to continue to emphasize Google for search-intent tactics with a separate focused discovery effort across Facebook

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.

Facebook Shops is a Bigger Deal Than You Might Think

Starting last month any Facebook or Instagram Business Page will have new features enabled allowing Brands to create fully established e-commerce experiences within the app. Facebook announced this feature calling it Facebook Shops, and this move will make it easier for customers to access Shops on both Facebook and Instagram.

The best part is that creating a Facebook Shop is free and you can choose which products you want to feature with a customized look and feel. Anyone can access Facebook Shops on a business’ Facebook Page or Instagram profile as well as discover them through Stories or ads. Facebook has also taken this opportunity to gather more data about your interests and saved products, even enabling checkouts without leaving the app. Take that Amazon!

Photo Credit: Facebook

If you don’t have a Facebook Shop setup yet don’t worry. Facebook will still direct you to your website. As this becomes more widely adopted, Facebook will further establish itself as an e-commerce platform with even greater insight into buying behavior and order tracking. The future of Facebook Shops is an exciting opportunity to tie in other tools, and the possibilities seem endless. 

Facebook Live Just Got Even More Powerful

Let’s take a look at Facebook Live. Originally positioned as a way to broadcast a conversation to your Page, Group, Profile, or Event, Facebook Live now has a new application by making it easier to showcase, shop, and purchase products on your Facebook Store – all without leaving the app. We could see a shopping channel like QVC taking full advantage of this feature once it’s made more widely available.

Photo Credit: Facebook

Facebook’s Move to Loyalty Programs

The next phase of Facebook Shops will be loyalty programs. Whether you have a current  rewards program at your favorite coffee shop or you’re a new business that needs a way to create a program for your customers, Facebook is testing how they can make it easier to earn rewards at your favorite stores without leaving their app. Only time will tell if these features will begin to compete with bigger reward players like Rakuten. Our bet is on Facebook.

 

Photo Credit: Facebook

How Can Facebook Marketing Partners Help?

The introduction of Facebook Shops has arrived at a critical time, allowing companies to sell products directly through the native Facebook Platform and further increasing Facebook’s market share of online interaction. While this could be a game-changer for many small businesses, the need to advertise through all e-commerce channels in order to drive conversions is still a necessity for any company.

As a preferred Facebook Marketing Partner, Tiger Pistol provides the expertise to help you grow your business and test new tools like Facebook Stores as they become available in Facebook’s API. With nearly a decade of Facebook experience, Tiger Pistol provides a SaaS solution enabling Brands, SMB Resellers, and Agencies to localize their message at an unprecedented scale.

Want to learn more? Please contact us, we’d love to connect.

Sources: Techcrunch, Facebook

David Delaplane is a Regional Sales Director for Tiger Pistol. With over 9 years of experience in SaaS and paid media, David demonstrates his passions for strategic thinking and problem solving by delivering innovative and custom solutions for our clients. As a Chicago native, David enjoys exploring the diverse cultures of the city through food, music, and long runs and bike rides through the many neighborhoods.

UPDATED: Global Analysis: Using CPMs as a Leading Indicator of Economic Recovery

Can CPMs be used as a leading indicator of economic recovery?  Tiger Pistol’s Paul Elliott, CEO, and Chris Mayer, Solutions Engineer, put this question to the test. Check out their global analysis of the weekly growth of active COVID-19 cases in six countries and how they correlate with the average Facebook and Instagram CPMs during the same time, based on a cross-industry sampling of 4 billion ad impressions.

What they found was a formula that brings a level of certainty to these uncertain times.

Paul Elliott is the Chief Executive Officer of Tiger Pistol. He is a recognized thought leader in integrated marketing and customer engagement, with more than 20 years of experience helping global brands and their local outlets achieve significant results and return on marketing investments. Elliott was a recipient of Ad Age’s 40 under 40 and the Smart Business Smart 50 honor.  

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.

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.