PMMI Audience Network: Facebook Video CONTACT SALES


Awareness
Social
Targeted
PAN

With people gazing 5x longer at video than at static content on Facebook, you can feature your product in action and deliver your message to a specific audience segment with Facebook Video.

Our Facebook Video ads are the ONLY way to target PMMI Media Group’s email database with your video on Facebook! These audiences are not available if you advertise directly on Facebook.

Your product video (up to 15 seconds), sponsored by our Facebook page, will play on the newsfeed of the audience of your choice (originating from PMMI Media Group's email database).

Total campaign management

  • You choose the target audience from our e-database.

  • We monitor your ad throughout the campaign, course-correcting as needed and provide an end of campaign report showing impressions, video play percentage, and total audience size.

  • Campaigns generally run 5-7 days

    • Campaigns always start on Fridays to get that initial weekend boost
  • Leads provided for likes/comments/shares

  • Purchase as a stand-alone product or as part of a multi-touch package

    • Frequency is key. We recommend purchasing Facebook Videos as part of a package whenever possible.

Facebook is set up to automatically serve around viewing behaviors of the audience to get best response.

  • 16+ placements, including mobile and desktop news feeds, Facebook stories, Instagram feed and stories, feeds within Facebook groups, Marketplace placements, etc. 
  • We encourage you to not limit to a single placement (ex. right rail)
    • For example, if the audience tends to be heavy Instagram users, then you just lost a lot of opportunity to reach them.
    • We want to be responsive to the way the recipient is engaging with media in that moment

*Your campaign will run across all Meta channels – Facebook and Instagram.

We've got your privacy concerns covered

We’re not using Facebook’s data, websites you visit, income info, etc. to target. All the targeting is done on our end with legitimately obtained data.

Separate your personal feelings about Facebook from its effectiveness as a marketing channel. The facts show that the people you want to reach are clicking on Facebook.


Awareness
Social
Targeted
PAN

Awareness
Social
Targeted
PAN

SALES REPS SHOULD KEEP THE FOLLOWING IN MIND

  • Facebook Video is the best way to get your video in front of your target audience in the shortest amount of time.

    • Facebook sponsored post is the best way to drive traffic to your website.

  • Perfect for time-sensitive videos

  • Facebook Videos generally see a Percentage of Video Plays at 25% ranging between 10 and 20%.

Cannabis - read this! Not the usual yada yada

  • Do not use obvious images of cannabis, or anything that can be assumed as pot
  • Do not reference CBD, marijuana, pot, ganja, Mary jane, doobie, weed or cannabis in any text of the ad
  • We’ve seen success with ‘herbal infused’ or ‘herbal products for adults’  
  • Customer should be prepared to submit multiple ads (text and images) in case the ad gets rejected
  • URL of the ad should link to a Packaging World article page to maximize chance of approval. Reason: The ad leading to a journalistic, credible source helps the Facebook audit approve the ad.  (Advertiser can send us product information and we'll post it on the site at no additional cost.) 
  • If the advertiser insists on linking to their own website, make sure:
    • the site is secured (https vs http)
    • a user can navigate out of the page (no stand-alone pages, digital flipbooks, direct PDF links, etc.)
    • there isn’t too much cannabis imagery displayed on the page 

Note: Even with the above, there is still a chance the ad can get rejected.

Allow plenty of extra time for these campaigns! More work is required on both sides, the advertiser's and PMG's.

Finally: We are restricting sales to one campaign per week to the Cannabis audience.

Facebook versus LinkedIn

  • This is changing. LinkedIn gaining ground, Facebook still good, but match rates are lower than what they used to be. We'll update you on this. 
  • Facebook sees a Unique CTR of over 3% on average (we tell customers to expect 1-3%) and LinkedIn averages less than 1%

Additional Information

Miscellaneous Items

Breakdown of PAN LinkedIn & Facebook Products

  

PAN LinkedIn & Facebook

  • This is our typical, year-round PAN LinkedIn and Facebook. Custom audience is chosen from the PMMI database by segments such as Industry, Job Title, Self-Reported Buying Interest, Existing Plant Operations.
  • Facebook Inventory:
    • Packaging World has five spots available per week
    • PFW, CPG Next, and Mundo have three spots available per week
    • Healthcare Packaging and OEM have two spots available per week
  • LinkedIn Inventory:
    • Packaging World has five spots available per two weeks
    • PFW, CPG Next, and Mundo have three spots available per two weeks
    • Healthcare Packaging, OEM, and Emerging Brands have two spots available per two weeks
  • Products to select in Naviga/MDT:
    • PW – LinkedIn
    • PW – Facebook
    • HCP – LinkedIn
    • HCP – Facebook
    • PFW – LinkedIn
    • PFW – Facebook
    • Mundo – LinkedIn
    • Mundo – Facebook
    • CPG – LinkedIn
    • CPG – Facebook
    • OEM – Linkedin
    • OEM – Facebook
    • EB – LinkedIn

   

PAN LinkedIn & Facebook during Show Season

  • This is the same product as regular PAN LinkedIn & Facebook detailed above, EXCEPT—for the four weeks before PACK EXPO and two weeks after PACK EXPO—charged at a premium.
  • This applies to PW, PFW, and HCP.
    • Inventory matches what is stated above for PAN LinkedIn and Facebook
  • Products to select in Naviga/MDT:
    • PW – PACK EXPO LinkedIn
    • PW – PACK EXPO Facebook
    • HCP – PACK EXPO LinkedIn
    • HCP – PACK EXPO Facebook
    • PFW – PACK EXPO LinkedIn
    • PFW – PACK EXPO Facebook
  • The exact dates this applies to in 2024: 10/4 to 11/15

    

PAN for PACK EXPO LinkedIn & Facebook

  • This product specifically targets individuals who have registered for PACK EXPO via LinkedIn and Facebook.
  • Products to select in Naviga/MDT:
    • PE – PAN for PACK EXPO – Facebook – Week of Show
    • PE – PAN for PACK EXPO – Facebook – 1 Week Prior
    • PE – PAN for PACK EXPO – Facebook – 2 Weeks Prior
    • PE – PAN for PACK EXPO – Facebook – 3 Weeks Prior
    • PE – PAN for PACK EXPO – LinkedIn (1 week prior & show week)
    • PE – PAN for PACK EXPO – LinkedIn (2-3 weeks prior)
  • Inventory: Five spots available per product above

 

FAQs

Q. The pageviews that are reported in my Google Analytics are not matching up with the number of Clicks reported by Facebook/LinkedIn?

 A. Is the advertiser’s website hosted in the U.S.? If not, because of privacy laws aboard, we noticed an under reporting of pageviews and other metrics in Google Analytics because Google is not allowed to share that information because of the privacy laws dictated by the country.

 In addition, whether in the U.S. or another country, pageviews and clicks are two different metrics compiled in different ways by different companies, so they will never completely line up.

Q. Can you give us a brief overview on our process for eliminating bots and non-human impressions?

A. LinkedIn/Facebook are in control over the reporting and eliminating or bots/non-human impressions. We do not know what their policy is and cannot provide any information regarding those policies. What we can control and comment on is that we upload our audience to LinkedIn. We do not use the find look alike audience expansion feature that LinkedIn has, so it is indeed just our known first party audience. 

Q. I see that I got a lot of clicks reported on my campaign, but only 2 people filled out the form on my landing page. 

A. While we can’t control the number of people that click or fill out the form on the customer’s landing page, we do have a couple of best practices for high converting landing pages.

    • A good landing page optimized for conversions or clicks has one specific action they want the user to take: Download a PDF or Watch a video for example.
    • A good landing page optimized for conversions or clicks has a piece of high value content like a White Paper or Video that entices the user to want to fill out a form or click to view the content.
    • A good landing page optimized for conversions or clicks would have some short teaser copy that clearly outlined the one action that they wanted to user to take.

 

Q. Why are dates after the show considered "premium timing" for regular PAN?

This is because the audience is most valuable during this time. Attendees who just visited the show are more likely to be actively considering purchases, making them a highly desirable audience for advertisers. Before and during the show, potential attendees are excluded from the regular PAN audience to ensure focused messaging for the PACK EXPO campaign. After the show, all attendees are integrated into the regular PAN audience, creating a larger and more valuable pool of potential customers. 

SUCCESSFUL CAMPAIGNS

Please submit the items indicated below. Materials are due 7 days before the start date of your campaign.

  • Video file - 1080x1080 with a minimum width of 600 pixels and 1920x1080 for Full HD. Aspect ratio: Landscape 16:9, portrait 9:16. Videos should be between 10 and 30 seconds for optimal performance.

  • Image - size 1200X628 or 1080x1080. Images should have little to no text. Do not place a play button on your image, FB automatically adds one. (A)

  • Pre-header - no more than 90 characters, including spaces (B)

  • Description - no more than 25 characters, including spaces (C)

**Our specs for text word count are strict so that we can accommodate all Facebook placements, whether it’s in the main feed on desktop or in a mobile banner.

Shane Novacek, Marketing Communications Manager

Beckhoff Automation

"Running Facebook with PMMI Media Group is just smarter advertising. You're more likely reach the right people who are receptive to your message and you're not contributing to the noise of someone who's only looking for packaging materials. They're maybe not going to care and you're not annoying them with a message that misses the mark. So it helps us make sure that we're sending to an audience that could actually act on our message and that's just the way marketing and advertising is going which is more customized, more frequent messages to smaller groups of people who you know more about. Whether it's a persona or just based on certain criteria that you're targeting, and PMMI Media definitely helps us do that."

"Running Facebook with PMMI Media Group is just smarter advertising. You're more likely reach the right people who are receptive to your message and you're not contributing to the noise of someone who's only looking for packaging materials. They're maybe not going to care and you're not annoying them with a message that misses the mark. So it helps us make sure that we're sending to an audience that could actually act on our message and that's just the way marketing and advertising is going which is more customized, more frequent messages to smaller groups of people who you know more about. Whether it's a persona or just based on certain criteria that you're targeting, and PMMI Media definitely helps us do that."


Shane Novacek, Marketing Communications Manager

Beckhoff Automation

FACEBOOK PROCESS

 

1. ORDER REVIEW --> CSM

            Check to make sure the correct report is on the advertiser’s dashboard in Leadworks

            Check records in Trackvia - did they come through correctly?

   Check Ad Systems and update billing date if applicable (AS Billing process)

 

2. MATERIALS COLLECTION --> CSM

            Reach out to customer 3 times for materials. CC the rep. on your 3rd materials request.

If no materials received after 3rd request mark the date and ‘materials not received’ box in Trackvia - email the rep. to let them know we are done chasing for materials. (For MUNDO, need both English and Spanish text/image)

Drop Leadworks campaign link into campaign link URL in Trackvia record and materials into Trackvia upon receipt.  Check yes for "PAN - Facebook/Linked In?"

 

3. POSTING TO FACEBOOK --> QA & DIGITAL REPORTING (QADR)/PRODUCT & SYSTEMS COORDINATOR (PSC)

Nadia creates proof in Creative Hub and provides to CSM to send to customer for their approval.        

Upon approval of proof by customer, In Trackvia, the QADR checks ues under " Facebook/LinkedIn Ad approved" and loads approved Mock up to Trackvia

PSC to post the campaign to Facebook

PSC sets Trackvia record to Active and update stop date

           

 

4. CAMPAIGN MONITORING --> PRODUCT & SYSTEMS COORDINATOR

            Monitor the campaigns daily to make sure we are staying on targeted for spend rate

           

 

5. REPORTING --> DPS & QA & DIGITAL REPORTING

Upon completion of campaign QADR adds the campaign into the smartsheet and pulls/provides a lead spreadsheet from Omeda.

 

            POSTING DATA IN LEADWORKS --> DPS

                        Drop reporting data into campaign in Leadworks

If no record is found for that campaign reach out to CSM and let them know (this shouldn’t be happening - see step 1)

If there are bugs while posting, capture the bug via screen grab or video and send to devteam and alert PSC so they can prioritize it high priority

 

 

            UPDATING TRACKVIA RECORD -->

                      PRODUCT & SYSTEMS COORDINATOR --> upon campaign completion update Trackvia

record with:

                                    Stop Date

                                    Status = Expired (reporting not complete but the campaign is done)

DPS --> upon completion of reporting in Leadworks update the Trackvia record with

                                    Status = Complete (indicates all reporting is in place in Leadworks)

 

                     CSM --> updates the Trackvia record

Reporting sent to client check box - (indicates CSM has reviewed the reporting and sent it on to the advertiser & sales rep. this campaign is complete)

Time Line:

Materials due to CSM from Client – 14 calendar days before Ad deploys.  Submit for editorial review.

Editorial due back – 9 calendar days before Ad deploys

Materials due to Facebook Team – 8 calendar days before Ad deploys 

Proof send to CSM – 4-7 calendar days before Ad deploys

CSM works with client for approval (edits made during this time – Days 2-3 before the ad deploys

Approval given to Facebook team, Ad set to live – Day before ad goes live

 

Example:  May 29th deployment date

CSM  - Receives Materials May 15th.  Review materials and compare to Audience.  If good, Submit editorial request via smartsheet

Editorial – Makes suggests/adjusts Ad text and gets ad back to CSM by EOD May 20th

CSM - Materials due to FB team – May 21st

QADR – Proof  due to CSM Monday May 25th (ignore that this is Memorial day this year)

CSM – Work with client and QADR on any edits. Send approval by  EOD May 27th.

PSC – Review Ad/Audience and set Ad to go live.

CANNABIS FACEBOOK POSTS PROCESS

Only one campaign for Cannabis can run per week because the audience is so small.


1) Reach out to customer for materials by email

            Remind customer that these ads are very finicky because Cannabis isn’t approved at the federal level. We will need materials much earlier than normal to make sure we get them through what will likely be a couple rounds of back and forth.


Materials needed 2 weeks prior to run date.

            In order to reduce the likelihood of the ads being rejected and unable to serve in Facebook, here are some things to take note:

 

  • Do not use obvious images of cannabis, or anything that can be assumed as pot
  • Do not reference CBD, marijuana, pot, ganja, Mary jane, doobie, weed or cannabis in any text of the ad
  • We’ve seen success with ‘herbal infused’ or ‘herbal products for adults’ 
  • Please provide multiple ad options (text and images) in case the ad gets rejected
  • URL of the ad should click to a Packaging World article page.  The ad leading to a journalistic, credible source helps the Facebook audit approve the ad.  Here is an example of a PW Landing page.  Leads will be collected from the form on this page.
  • If the URL must lead to a company website, make sure:
    • the site is secured (https vs http)
    •  a user can navigate out of the page (no stand-alone pages, digital flipbooks, direct PDF links, etc.)
    • there isn’t too much cannabis imagery displayed on the page

 

2) Create landing page and Facebook post

 

  • If applicable, create the landing page on our website - page should have form in place as in this example
  • Review materials to see for obvious things that will be rejected
  • Load materials into FB to see if they are rejected
    • Send final proof to customer

 

3) Schedule Facebook post

  • Do not reserve more than one Cannabis campaign per week, as the audience size is only 2,700
  • Make sure the age range on the Facebook Adset is set to 21+

 

 

 

 

 

4) Collect leads 2 or 3 days after the ads have run

          • Log into Base
              • Top right corner, go to Reporting > Website Inquiry Submissions
              • The Excel doc will be emailed to the Base account owner
              • Download the report from your email
              • Open the file, then go into Excel and sort by Content ID
              • Select all, go to Data > Sort
              • Check the box, “My List has Headers”
              • Sort by Content ID (Column B)
              • Then Search for the Base ID of the article, by using the Find Feature                  (search box in top right corner)
              • Then take the leads with the Base ID and add it to a separate Excel doc
              • Save as CSV
              • Upload .csv and combine leads with leads from Facebook post

 

  • Send leads to sales rep who can send them on to the customer

 

 

PRICING INFORMATION

Targeted - $2,750 net 

General - $5,000 net 

*All prices listed are NET pricing

IMPORTANT INFORMATION

Premium pricing is in place for Facebook campaigns occurring around PACK EXPO International, 10/4 to 11/15.