FBVideo_Sanitized_2015 0720_v1
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FBVideo_Sanitized_2015 0720_v1
- 1. Video viewing on Facebook is taking off Source: Facebook internal data, Q1 2015 videos views per day >4B >75%video views per day happen on mobile
- 2. …and follow-up with the people who viewed your video with a benefit-driven message With Facebook video ads, the end is just the beginning: Continue sharing your story Begin your story with a purpose- driven message…
- 3. Drive consideration Drive awareness Drive affinity Advance people through the funnel with an end-to-end marketing solution Video Instagram Photo/Vide o Carousel Ads Video Link Ad Link Ad MAI/MAE DP A
- 4. What is Sequential Messaging? Sequential Messaging is a way to push a customer down a funnel by messaging her separate, sequential messages. Brand awareness Product information Call to action Source: Adaptly, “New Digital Advertising Study Finds That Sequencing Ads Taking Individual Consumers Down the Marketing Funnel Achieves Better Outcomes Than Sustained Call-To-Action Message, July 2014
- 5. Facebook can help you scale Showcase multiple products in News Feed Upload your product catalog for dynamic retargeting Measure true cross-channel lift based on real people
- 6. The carousel format drives results 30-50% decrease in CPA 20-30% decrease in CPC When comparing carousel link ads to standard link ads, advertisers saw Source: Facebook internal study across 9k ad sets testing carousel link ads and standard link ads, 1/15/15-2/15/15
- 7. Shutterfly used carousel ads to offer promotions to new and existing customers 20%Lift in CTR “The multi-product ad unit allowed us to display a variety of products we offer at Shutterfly in a clean, engaging way. The ability to control product order placement offered gifting inspiration for our current customers and created a natural introduction of products for our new customers, resulting in a 20%+ increase in click through rate.” — John Boris, Chief Marketing Officer, Shutterfly
- 8. Reach Instagram Viewers on Facebook
- 9. Re-engage with your audience • Raise Awareness: Reach audience with inspiring imagery • Drive Engagement: Drive further engagement to shift brand perception • Build Advocacy: Share a unique brand POV visually to build advocacy • Reinforce Brand Message: Extend the brand conversation to Facebook • Drive Conversions: Drive on-line or off-line actions with direct response ads • Increase Frequency: Increase the frequency of your mobile campaign USE FACEBOOK TO…USE INSTAGRAM TO… Drive your key brand objectives while also driving downstream actions
- 10. Run an Instagram branding campaign Target audience views the ad on Instagram Audience of Instagram ad viewers is created Audience is available in advertiser’s Facebook account Reach the same people with your Facebook campaigns How it works
- 11. New Customers Installed, Yet to act Reengageme nt Retention Resurrectio n Segment, Message, & Drive Business Results Target audiences based on app stage & objective and then direct to related experiences Inform people about items available in their interest / LAL category Highlight collections / categories to churned browsers / buyers Highlight browsed / related / complimentary categories to lapsed buyers Showcase items that were previously added to cart to drive purchase in app Feature collections / categories / popular /browsed items Drive to App Drive to Collection Page in App via Deep Link Drive to Item in App via Deep Link Drive to Collection Page in App via Deep Link Drive to Collection Page in App via Deep Link Goal: App Install or Web Visit Goal: App or Web Visit Goal: Drive Revenue
- 12. Core Audiences Online and offline sources Targeting types Behaviors Location Interests Demographics Partner Categories Sample segments Newly engaged Android phone user Premium brand buyers Interested in gaming Living in Chicago
- 13. Expanding lookalike targeting 10% + 5%- 10% 2%- 5% LAL 1%-2% Similarity Reach
- 14. “The top complaint by far is this, ‘You know me so well, why aren’t these ads more relevant to me?’” Andrew “Boz” Bosworth Head Of Ads Engineering for Facebook
- 15. 300,000,000 20152011 2012 2013 20142010 1M 10M 80M 100M 150M 200M 300M The community is growing rapidly
- 16. The path-to-purchase is complex start shopping on one device and continue on another 67% Source: comScore/PayPal “Reaching the Connected Consumer” Custom Surveys, Oct 2013
- 17. Cookies are no longer a good proxy for people 74%of people have more than 1 cookie 15%of people have 10 or more cookies Source: “Atlas Insight Series: How often do multiple cookies represent one person,” March 2014
Hinweis der Redaktion
- Video viewing on Facebook is skyrocketing with over 4B video views per day. 75% of those video views are happening on mobile devices.
- Lastly, I want to highlight the ability to advance people through the marketing funnel with video on Facebook. With Facebook video ads, the end is just the beginning – you have the opportunity to continue sharing your story with the people who want to hear from your brand. For example, you could begin your story with a purpose-driven message speaking to your core brand attributes – and then follow-up with the people who viewed your video with a benefit-driven message focusing on a specific product.
- We’re building an end-to-end marketing solution to enable you to advance people through the marketing funnel – from awareness to consideration and affinity. You can first reach the people who want to view your video – by optimizing for video views. If predictable reach and controlled frequency is more important to you, you can use reach and frequency buying. Next, you can move people who watched your initial video down the funnel by sharing another targeted message with them – you can use any type of ad to do this (e.g., another video ad, a photo ad, a link ad driving a specific action) You can also include a call-to-action to invite people to further interact with your brand at the offsite destination you choose. Throughout this journey you can use video metrics to understand what resonated with people and improve your future creative and promotion of video.
- Recently, we launched a solution designed to help you promote your entire product catalog across all the devices your customers use. Product ads allow you to showcase more products and help people on Facebook discover more relevant products. With this solution: You can upload your product catalog to Facebook for dynamic retargeting Showcase multiple products in News Feed to drive discovery And, measure true cross-channel lift based on real people
- Let’s take a look at Facebook’s set of Core Audiences. Facebook is one of a few companies with incredible access to data on consumers…from the information you share in your profile and behaviors you exhibit on our platform, to what we know about your cohorts in the offline world…we use this data to create targetable audiences. These targetable audiences are “on the shelf” and based on proprietary Facebook data and data from trusted 3rd party sources, such as Acxiom, Datalogix, and Epsilon. The targeting segments are organized by targeting type: Interests, Location, Demographics, and Behavior. Interests: Reach people based on their interests, hobbies, and Pages they like on Facebook Location: Reach people in cities, countries, and communities where you want to do business Demographics: Reach people based on demographics like age, gender, education and more Behavior: Reach people based on their purchase behaviors, device usage, and other activities Both Facebook data and partner data are organized by these targeting types. For example, within Behaviors, you can target someone based on their device usage, which is powered by Facebook data, or their offline purchase behavior, which is powered by partner data. *Note that Partner Categories are only available within Core Audiences in the US at this time; they are being rolled out gradually internationally (UK, France, Germany launching on 2/24/14 and available through your Facebook representative).
- Instagram is one of the fastest growing communities online today. Our community is now at over 300 million monthly actives. As you can see here, we’ve doubled in the last year alone. To put Instagram’s growth in perspective: It took Instagram 1/2 the time of Twitter, and actually 2 years less than Facebook, to reach 150MM monthly actives. In December 2014, Instagram announced 300M. FOR REFERENCE: Growth Milestones (since they’re hard to read at a glance): Founded July 2010 Dec 2010 - 1M Sep 2011 - 10 M July 2012 - 80M Feb 2013 - 100M Sept 2013 - 150M Apr 2014 - 200M Nov 2014- 300M
- Because people are omni-channel, the path-to-purchase is incredibly complex. In a study by comScore, they found that 67% of consumers start shopping on one device and continue on another. But to a consumer, a message comes from a brand—not a channel. No matter where or when they are touched by a message, all of the combined touches have an influence on their purchasing behavior.
- However, reaching your customers with the right message at each touch point can be difficult in a cookie-based world. Tracking is complicated with multi-device usage since each person has multiple cookies associated with We looked at a sample of anonymized Facebook users to understand how many Facebook cookies they have. We saw that 74% of people had more than one cookie and fifteen percent (15%) of people actually had more than 10 cookies in this one-month time period! It’s also complicated as cookies don’t persist across most mobile/tablet usage Cookies aren’t a good proxy for people anymore