By Grant Macfarlane
The 2019 awards season has brought significant milestones, numerous nominations, and an opportunity to highlight the dedication and innovation of our team.
We are thrilled to announce that TMI has been shortlisted for the 2019 UK Social Media Communications Awards — our first nomination for a dedicated Paid Social campaign. This achievement marks a pivotal moment for TMI’s Paid Social division, reflecting both our growth and the rising influence of Social Media within global advertising spend.
To illustrate, Facebook Ads accounted for only 2.9% of global ad revenue in 2010 at $1.9 billion, surging to 19.7% by 2017, equating to $39.9 billion.
Our entry, titled The Media Image & Avon – Restructuring Into A Model Of Best Practice, was nominated in the Best Use of Paid Social category. This recognition underscores the strength of our Paid Social strategy and innovation.
Tom Hutton, TMI’s Head of Paid Social, described the campaign’s approach: “Our years of rigorous testing on Paid Social platforms reveal that a funnel approach offers the most efficient account setup.
“We progressively refine targeting from interest-based audiences at the top to pure retargeting using pixel-based cookie pools, page engagement, and custom audiences. Beyond targeting, we apply a granular setup at the ad level, using a testing matrix to evaluate ad copy, creative, and landing pages efficiently, generating actionable insights. This methodology drove triple-digit growth in Avon’s Paid Social recruitment and significant cost savings.”
Winners will be announced on Wednesday, 30 October, at the Montcalm Marble Arch. View the complete list of nominations here.
