1. 1 1
11 de Abril 2014
Facebook Direct
Response

2. Awareness
Acções e
Conversões
Fidelizar
A Solução Facebook depende dos objectivos de
Marketing

3. Source: Facebook Internal Data, Feb 2014
5.2
MILHÕES
UTILIZADORES
ACTIVOS
POR
MÊS
AUDIENCE – PORTUGAL
35%
(1.8
MILHÕES)
58%
(3
MILHÕES)
7%
(400
MIL)
Regressam
Diariamente
3.5
M
48min
Tempo médio por dia

4. Mulheres 25-44: 78% Homens 25-44: 80%
Jovens 13-29: 99% Maiores de 55: 15%
Penetração Facebook na População Portuguesa

5. -
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 1 2 3 4 5 6 7
Número de utilizadores Médio por Faixa horária
Dom
Seg
Ter
Qua
Qui
Sex
Sab
Utilização do Facebook em Portugal
Fonte: Facebook Internal Data período 1 de Dezembro 2013 a 4 de Janeiro de 2014. Inclui tráfego Desktop e Mobile

6. Alcance mais pessoas
do que os Canais de Televisão
Número Médio de Tele Espectadores por hora
Fonte: CAEM; Facebook internal Data, janeiro de 2014. Os dados do Facebook refletem o alcance on-line e móvel.
0
200
400
600
800
1.000
1.200
1.400
1.600
H O R Á R I O N O B R E
( 1 9 h - 2 3 h )

7. O Facebook pode ser uma ferramenta muito
eficiente para gerar Vendas e conversões / Leads
Cost per Order/Lead, DMA (US) 2012
Facebook Oct 2012: Based on average cost per claims and an assumed 10% redemption after users claim an offer, which will likely vary depending on the offer
Cost per order/lead across industries

8. Julie Pellet
EMEA Direct Response Specialist

10. Before Now

12. Mobile is not a trend
Source: Business Insider Global Internet Access Device sales chart, Jan 2013
2000 2004 2008 2012
Personal computer
Tablet
Smartphone
1,200,000,000
800,000,000
400,000,000
0
Q4 2011

13. As your audiences continue to shift to mobile,
mobile apps are taking center stage
Total minutes spent on mobile apps vs. mobile web
80%
of time on
mobile is
spent in apps
Mar ‘11 Jan ‘12 Aug ‘12
0
20
40
60
80
100
120
140
160
Apps
Mobile web
Minutesspentpermonth(billions)
Source: “Flurry Five-Year Report: It’s an App World. The Web Just Lives in it.” Flurry Blog. April 2013.

14. Search Discovery

15. Source: eMarketer/iPerceptions, Q3 2011
People doesn’t know what they want to buy
Reasons for visiting an
e-commerce website
20%
Buy
80%
Discover, compare

16. The path-to-purchase is complex
Are you reaching them where they are converting?
start shopping on one
device and continue
on another
67%
Source: comScore/PayPal “Reaching the Connected Consumer” Custom Surveys, Oct 2013

17. Your Brand in the most engaging platform
and on every devices.

18. Reach more of
the right people
Make
insightful
decisions
Drive action
across devices
The power of Facebook’s direct response solution

19. TARGETING
Reach more of the right people

20. All the people who matter to your
Brand/your website

23. Use data to reach more of the right people
Facebook data
Interests Behaviors ConnectionsLocationDemo
Your data
Custom Audiences
Past
purchasers
Highest LTV
customers
Members
of loyalty
programs
Third-party data
Partner categories

24. Use Core Audiences to segment your audience
Online and offline
sources
Targeting types
Location
Interests
Demographics
Partner
Categories
Sample segments
Age and gender
Engaged gamer
Interested in shopping
Living in Chicago
Android phone user
Behaviors

25. Reach your target audience
Source : Données internes Facebook basées sur des données relevées et déduites, mars 2013
1.2M
Women 18-34 yo
420k
Mums
160k
Women, ipad
owners, + 18 yo

26. Find people you already know
with Custom Audiences
Current
customers
Promote your products or services on
any device they use Facebook
Data you own
Man 30–34Woman 18–24
People who visited
your website or
mobile app

27. Matched targets
How Custom Audiences work
Email addresses
Phone numbers, iOS IDFAs
Facebook User IDs, App User IDs
People you know
Direct or through third-party
People from your website
People from your mobile app
FacebookPeople you know on
Facebook

28. Custom Audiences Use Cases
Customer activity-
level testing
Targeted to:
Frequent
flyers
Business-class
passengers

29. SAS - Gaining efficiencies
Used precise targeting to obtain the best performance on Facebook
54X
return on ad spend
across the
marketing funnel

30. Find people who are similar to the people you know
with Lookalike Audiences
Lookalike Targeting
He’s on the market
for a car insurance
She recently
purchased
And these people
are just like him
And these people
are just like her
Fans of
your Page
Data you own
Your Custom
Audience

31. Facebook Exchange
Dynamic remarketing on desktop

32. 15x
return on ad spend
using Facebook
Exchange
ROI
Convert browsers to bookers
Retargeting on Facebook

33. FORMATS
Drive action across devices

34. Your Brand in the most engaging platform.

35. Right Hand SideDesktop News Feed Mobile News Feed
Link Ads

36. Put your products at the center of the experience
14X
People check
News Feed
per day
Source: IDC, “Always Connected,” March 2013
In-stream and
native
1
Designed for
action
2
Optimized for
conversion
3

37. Designed for action
Page post link ads – now with CTAs
• Entire image is clickable
• Offers the highest amount of
real estate to get people to
click on your ad
• Option to add call-to-action
buttons: Shop Now, Learn More,
Sign Up, Book Now or
Download
Source: Nanigans study “How Page Post Ads in News Feed Drive Direct Response and ROI,” June 2013
53%
increase in ROI
when using Page
post link ads

38. VS
Third-party ad
Center of the engagement
Formats that are large, visual and in-stream

39. On mobile, marketers need to drive the same
performance marketing goals they can achieve
online
Acquire new
users (install)
1
Drive engagement
and conversions
2
Measure performance

40. App Store > 900,000 Apps
Google Play > 1,000,000 Apps
You are here

41. Put your business in the most engaging space
online and on mobile
14 times a day
IDC Always Connected Report, March 2013
is the average number of
times a user checks
Facebook on their mobile

42. Get your app in the hands of customers
Mobile app install ad in mobile news feed
10x
higher click to install rate
from mobile app install ad,
compared to traditional
banner

43. % of apps that are downloaded
and then used only once?
Source: Localytics / MobiThinking report 2013
26%

44. Keep them coming back

45. Drive engagement and conversion in-app
Open Link
Use App
Play Now
Shop Now
Listen Now
Watch Now
Book Now

46. Optimization
Make insightful decisions

47. Measure results across devices
Conversion
pixel
SDK Third-party
measurement

48. 68%
more conversions
attributed when using
oCPM vs. CPC
Source: Facebook case study, Aug 2013 – 2-wk test of single client, lift in attributed purchases between oCPM and CPC is stat-sig within a 99% C.I. using 2-sided binomial
z-test. Facebook internal data based on an internal head to head test of eight mobile app install advertisers over the course of two months. Average is across each client in test.
20%
lower cost per install
when using CPA vs. CPC
Optimized for conversion
Website and mobile app conversions with oCPM and CPA

49. As a fully cross-device platform, Facebook enables
businesses to accurately track conversions
65% of conversions that result after a
mobile impression take place on desktop.
Source: Facebook internal data, Oct 2013, 2-5 day attribution window, 1 day attribution value

50. Reach more of
the right people
Make insightful
decisions
Drive action
across devices
Core Audiences
Custom Audiences
Lookalike Audiences
Facebook SDK
Conversion pixel
Mobile app ads
Page post link ads
3rd party
measurement
Facebook’s complete direct response solution
oCPM / CPA
Hire a PMD