Top Ads on ESPN

ESPN Background Introduction:

Welcome to the official ESPN Facebook page, where we never get tired of talking about sports. Ever.

Facebook is the overlord of social media, and its monthly active users have exceeded 2 billion. In addition, Facebook’s advertising system is developed, whether it is B2B or B2C advertisers, both can get huge benefits on Facebook.

ESPN has been advertising and marketing on Facebook for many years. And ESPN has placed 782 of ads on the Facebook platform in the last month. In the past few years,ESPN has created thousands of ads on Facebook and completed multiple A / B tests. But do you really know what your most successful Facebook ads are? Now I use a spy tool to check.

BigSpy is the best social media ad spy tool. Searching for ESPN on BigSpy, we can see that these ads have gained a lot of likes. Now, BigSpy generates a detailed Top ad analysis report for ESPN. BigSpy decomposes the data of ads, view the performance of a single ad, and analyzes the Top 3 ads with the best performance from ESPN.

BigSpy

1.ESPN Top 3 Ads Basic Understanding

   top1  top2  top3
Name  ESPN  ESPN  ESPN
Page Categories  Website  TV Show  Website
Marketing Objectives Other  Other  Other
ECommerce Softwares  N/A  N/A  N/A

ESPN Marketing Objectives Analysis: 

ESPN has been operating in Website for many years. The marketing objectives it uses most when placing Facebook ads are Other, Other, and Other.

Different campaign objectives bring completely different conversion effects. For example, Page Post Engagement can bring more users who like posts at a lower cost. Website Conversion brings accurate customers with conversions, but the ad costs are relatively high. ESPN best marketing campaign objective at present is Other. Advertisements mainly choose the appropriate marketing objectives according to different ad purposes.

2.ESPN Top 3 Ads Content Display

We all know that Facebook ’s advertising policy is strict, and every ad that goes online needs to be reviewed. What kind of advertising copy is in compliance? What kind of advertising copy is welcomed by users?

  top1 top2 top3
Ad Headline  Wanderlei Silva manda outro recado a Belfort: 'Bom a luta sair logo antes que eu bata em você de graça'  ¿Cómo fue la discusión entre Beccacece y Pablo Pérez? - ESPN Video Entenda por que os Knicks, hoje saco de pancadas, deixam até Lakers para trás como time mais valioso da NBA 
Ad Copy Text  ???????? "DESAFIO ACEITO!" #ESPNKnockOut #ad  ¡QUÉ MOMENTO! Nico Domingo reveló cómo fue la pelea entre Beccacece y Pablo Pérez en el vestuar...  "Sem sorte no jogo, feliz no VALOR" #NBAnaESPN
Link Description  Briga virtual entre Wanderlei Silva e Vitor Belfort continua e ganhou mais um capítulo nesta terça  Nico Domingo se refirió a la situación que se vivió en el vestuario.  Time não vence título da NBA desde 1973, mas coloca valor das franquias rivais 'no chinelo'
Website Link  www.espn.com.br  www.espn.com.ar  www.espn.com.br
CTA      
Text Word Count 46  120  48
Like 3699  909  610

ESPN Top 1 Ad Content Analysis:

Ad title: Text is an extension of the creative. ESPN Top 1 ads got 3699 likes. ESPN uses a sentence with the finishing touch title: “Wanderlei Silva manda outro recado a Belfort: 'Bom a luta sair logo antes que eu bata em você de graça'”, point out the main purpose, and sublimate the theme of the advertisement. The power of a sentence is endless.

The text is a supplement to the headline. ESPN shared 46 words describing Top 1 ad. In addition, the use of emojis in the text can shorten the distance to the user.

Call-to-Action can promote user’s click behavior and bring the most direct conversion. Currently, the CTA of Top 1 ad is .

The main role of the creative is to attract users, and the ad copy is the key factor for conversion. ESPN should continue to optimize the ad content.

3.ESPN Top 3 Ads Creative Selection

   top1  top2  top3
Creative Type   Image  Image  Image
Ad Time   2020-06-16-2020-06-18  2020-06-10-2020-06-17  2020-06-15-2020-06-16
Landing Page Link  https://www.espn.com.br/mma/artigo/_/id/7052280/wanderlei-silva-manda-outro-recado-a-belfort-bom-a-luta-sair-logo-antes-que-eu-te-bata-de-graca  https://www.espn.com.ar/video/clip/_/id/7029860?ex_cid=FB_SCAr   https://www.espn.com.br/nba/artigo/_/id/7046906/nba-entenda-por-que-knicks-hoje-saco-pancadas-deixam-ate-lakers-para-tras-como-time-mais-valioso

The principle of less is more appropriate for the selection of creatives. In just a few seconds to attract users’ attention, and let users understand the function of your product, these ads produced by ESPN are successful.

ESPN Creative Analysis: 

ESPN placed a Image ad in 2020-06-16-2020-06-18, and got 3699 likes. The size and type of creatives used in different ad positions are different. But using beautiful colors can attract users faster.

4.ESPN Top 3 Ads Audience Analysis:

   top1  top2  top3
Country  N/A  Argentina  Brazil
Language  Portuguese  Spanish  Portuguese

Different audiences have different demands. Before publishing an ad, you have to ask yourself, do you really know who is your target audience?

Today’s advertising is increasingly pursuing personalization. If you can’t make exquisite advertisements, you must know your audience and attract the most accurate traffic.

ESPN has the best conversion in N/A, and can advertise more in N/A in the future.

In addition, BigSpy can also target the detailed audience of advertisements, including the age distribution, gender ratio, and country of the audience. You can also use BigSpy to track competitors’ audiences.

5.ESPN Top 3 Ads Performance Display

   top1  top2  top3
Ad Time  2020-06-16-2020-06-18  2020-06-10-2020-06-17  2020-06-15-2020-06-16
During  3 days  8 days 2 days 
Like  3699  909  610
Share  356  71  33
Comment  676  173  29

Advertising effectiveness is a direct manifestation of advertising. ESPN ‘s Top 1 ad received 3699 likes, 356 shares, 676 comments in just 3 days.

Summary: Every detail of the advertisement is important. Actually, several important factors that affect the effectiveness of ads are ad creativity, ad copy, ad audience, and ad costs. Now BigSpy generates a top ads report for ESPN, helping ESPN to grasp the ad data more clearly.