1© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz
Reach and Impact of...
2© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz
Source: Twitter Sea...
3© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz
How relevant is
Fac...
4© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz
Agenda
Reach & Usag...
5© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz
Facebook compared t...
6© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz
Source: GfK Crossme...
7© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz
Facebook Properties...
8© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz
Relevance of all Fa...
9© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz
Facebook users cons...
10© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz
Source: GfK Crossm...
11© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz
Summary 1: The rol...
12© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz
The role of market...
13© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz
Purchase and Onlin...
14© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz
The GfK Crossmedia...
15© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz
More than 400 Cros...
16© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz
…and what about th...
17© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz
Finding the FBID i...
18© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz
Trusted
Third
Part...
19© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz
Advantages of GfK ...
20© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz
What we have learn...
21© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz
Overview of analyz...
22© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz
On average highest...
23© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz
High accuracy of r...
24© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz
Cost per GRP: Face...
25© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz
Due to accurate ta...
26© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz
Source: GfK Crossm...
27© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz
… and what about t...
28© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz
0,11
0,19
0,60
0,2...
29© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz
Summary 2: Faceboo...
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Reach and Impact of Facebook - The role of Facebook within the media mix – a focus on Mobile Advertising #AFBMC

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Vortrag von Florian Renz auf der AllFacebook Marketing Conference in Berlin 2015.

Mehr Informationen:
http://conference.allfacebook.de/session/reichweite-und-wirkung-von-facebook-mobile-gegenueber-klassischen-medien/

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Reach and Impact of Facebook - The role of Facebook within the media mix – a focus on Mobile Advertising #AFBMC

  1. 1. 1© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz Reach and Impact of Facebook The role of Facebook within the media mix – a focus on Mobile Advertising © GfK 2015 | AllFacebook Marketing Conference | Florian Renz | Berlin, November 5, 2015 #AFBMC
  2. 2. 2© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz Source: Twitter Search „#AFBMC“, Nov 4, 2015
  3. 3. 3© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz How relevant is Facebook today for marketing?
  4. 4. 4© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz Agenda Reach & Usage of Facebook Facebook Deep Dive Award-Winning Measurement Ad Efficiency
  5. 5. 5© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz Facebook compared to other digital touchpoints …
  6. 6. 6© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz Source: GfK Crossmedia Visualizer; Base: Online Population Germany 14+ (May 2015) Almost 80% of the online population is using at least one of the Facebook properties – at least once a month 78,9% 43.46 M. Unique User Net reach = at least one time visited within one month (May 2015) (Facebook, Facebook Messenger, Whats App, Instagram) // includes users visiting Facebook pages w/o being necessarily registered
  7. 7. 7© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz Facebook Properties with high net reach over all devices // Google Search is number one in Germany 72% 11% 57% 32% 84% 67% 62% 57% 56% Source: GfK Crossmedia Visualizer; Base: Online Population Germany 14+ (May 2015) 31% 31% 30% 29% 28% Net reach = at least one time visited within one month (May 2015) (Facebook, Facebook Messenger, Whats App, Instagram) // includes users visiting Facebook pages w/o being necessarily registered
  8. 8. 8© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz Relevance of all Facebook properties is much higher for young target groups 14-29 than for the total population Source: GfK Crossmedia Visualizer; Base: Online Population Germany 14+ (May 2015) 14+ 14-29 72% 11%32%57% 89% 26%59%86% Net reach = at least one time visited within one month (May 2015) (Facebook, Facebook Messenger, Whats App, Instagram) // includes users visiting Facebook pages w/o being necessarily registered
  9. 9. 9© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz Facebook users constitute a diverse and broad audience, whereas the Messenger app and Instagram reach very young target groups. Source: GfK Crossmedia Visualizer; Base: Online Population Germany 14+ (May 2015) *Based on MA 2015 50+ years 27,7 40-49 years 21,1 30-39 years 19,0 14-29 years 32,4 50+ years 20,3 40-49 years 19,6 30-39 years 20,3 14-29 years 39,5 50+ years 13,7 40-49 years 17,1 30-39 years 21,9 14-29 years 47,2 50+ years 10,2 40-49 years 12,3 30-39 years 16,9 14-29 years 60,7 3,000+ € 31,5 1,500- 3,000 € 45,7 0-1,500 € 23,0 3,000+ € 35,9 1,500- 3,000 € 45,2 0-1,500 € 18,8 3,000+ € 34,2 1,500- 3,000 € 45,0 0-1,500 € 20,7 3,000+ € 32,9 1,500- 3,000 € 41,0 0-1,500 € 26,1 Age profile of users Income Online Pop.* 26,2 17,0 21,6 35,2 21,0 47,0 31,9
  10. 10. 10© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz Source: GfK Crossmedia Link; Base: Smartphone Population Germany 14+ (May 2015) 23% of the total smartphone usage is spent on WhatsApp. The Facebook App follows on rank 2 with 12% 2,5% 22,8% 12,3% 1,9% 40% of the total time spent on smartphones is driven by WhatsApp, Facebook, Facebook Messenger and Instagram
  11. 11. 11© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz Summary 1: The role of Facebook in Germany 1 2 3 Almost 80% of the German online population can be reached via the „Facebook Family“ Facebook, WhatsApp, Messenger and Instagram are part of the touchpoints with the highest net reach Facebook with a broad audience – Instagram especially for the younger (with higher net income than on avg) What you need to know 4 Facebook is mobile! 40% of time spent on smartphones is driven by the “Facebook Family”
  12. 12. 12© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz The role of market research …
  13. 13. 13© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz Purchase and Online usage are measured for the same consumers* Browser Add On: captures browser content Purchase Data GfK ConsumerScan FMCG Purchase Data. GfK ConsumerScope Data for non-food categories Online Measurement* GfK Crossmedia Link Desktop / Laptop usage Smartphone / Tablet usage Product Scanning: Panelists reporting their purchase acts Leo Trace Mobile: captures usage of smartphones and tablets * Purchases are measured within a larger group of consumers than online and especially mobile usage; online/mobile data is therefore imputed to total online mass
  14. 14. 14© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz The GfK Crossmedia Link is a Subsample of the Purchase Panel, encompassing 19.000 Panelists Panelsizes = installed base *ConsumerScan: in home scanning for FMCG Consumer Panel Nonfood: covering Durables ConsumerScope: Special panels for travel, entertainment, finance. panel sizes on request GfK Consumer Panels* 65.000 Panelists 14+ years (30.000 HH) GfK Crossmedia Link 19.000 Desktop Panelists 14+ years TV Sub-Sample 12.000 Desktop + TV Panelists 14+ Mobile/Tablet Sample 2.700 Desktop + Mobile/Tablet Panelists 14+ TV measurement for ad contacts only Does not cover spots between 1-6 am, No guests, no time shifted usage
  15. 15. 15© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz More than 400 Crossmedia Link Studies since 2008 Clients of GfK Crossmedia Link (Extract) FMCG Non-FMCG
  16. 16. 16© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz …and what about the measurement of mobile ad contacts?
  17. 17. 17© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz Finding the FBID in GfK’s HTML traces Browser Add On: captures browser content The “Key” The Facebook ID
  18. 18. 18© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz Trusted Third Party GfK sends hashed FBIDs of its panelists to TTP FB sends hashed, anonymized data on ad impression GfK receives only data for its panelists The Facebook Linking Project: How it works Connecting FB ad data and GfK Crossmedia Link
  19. 19. 19© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz Advantages of GfK Facebook Data Link Measuring all devices and all locations: 100% Paid Media Contacts1 No setup necessary No Tagging2 Retrospective analyses available3 http://www.iabeurope.eu/files/9914/3220/40 92/Press_Release_IAB_Europe_Research _Awards_2015_Winners_Announced.pdf
  20. 20. 20© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz What we have learned …
  21. 21. 21© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz Overview of analyzed campaigns in 2014/15 with GfK Facebook Data Link 1 2 3 4 Insights from 18 campaigns … from different verticals, mainly fast moving consumer goods but also retailer, automotive, entertainment and telecommunication … ran from autumn 2014 to summer 2015 … with > 50,000 Euro spending on Facebook
  22. 22. 22© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz On average highest net reach via Facebook Mobile Ads (compared Desktop Ads) Source: GfK Crossmedia Link. Base: selected FMCG Crossmedia Studies in Germany 2014/2015 Facebook Right Column Desktop Facebook Newsfeed Mobile 3,8% 11,4% Facebook Newsfeed Desktop 3,1% 8,8%Reach in Media TG Total reach 13,8% 30,8% Average of Facebook Data Link campaigns Media TGs mainly defined by age and gender as “women 25-39 years”
  23. 23. 23© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz High accuracy of reaching the targeted group via Facebook – at the cost of reach, which is limited Source: GfK Crossmedia Link. Base: selected FMCG Crossmedia Studies in Germany 2014/2015 76% of persons reached are within the targeted audience Based on age and gender targeting as “women 25-39 years” 76/100 in TG. Average of Facebook Data Link campaigns
  24. 24. 24© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz Cost per GRP: Facebook Mobile with higher costs than desktop – based on total population base 5.338 3.091 Facebook MobileFacebook Desktop NF Cost per GRP in € Total Population Source: GfK Crossmedia Link. Base: selected FMCG Crossmedia Studies in Germany 2014/2015 Average of Facebook Data Link campaigns
  25. 25. 25© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz Due to accurate targeting: Cost per GRP within target group especially for Facebook mobile much lower Target Group Source: GfK Crossmedia Link. Base: selected FMCG Crossmedia Studies in Germany 2014/2015 Cost per GRP Total vs. in TG in € Average of Facebook Data Link campaigns 5.338 3.091 1.223 1.432 -53,7% Facebook Desktop NF Facebook Mobile -77,1% TGs mainly defined by age and gender as “women 25-39 years”
  26. 26. 26© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz Source: GfK Crossmedia Link. Base: four FMCG Crossmedia Studies 2014/2015 (Benchmark: 150 studies 2008-2015) Average increase in the number of purchase records for group mobile contact vs. group without mobile contact 1,42 Average short-term uplift factor The average uplift factor shows in what way the purchase behavior of people changes due to contact to the campaign: average increase of purchase volume of households with campaign contact (average) vs. households without campaign contact (factor=1,00) in an average campaign week. Uplifts for other online channels (median): Display 1,18 / Online-Video 1,35 / Search 1,29 (GfK Crossmedia Link Benchmark FMCG Campaigns, 2008-2015) First results for Mobile Ad effectiveness shows: Significant short-term uplifts for Facebook Mobile Ads
  27. 27. 27© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz … and what about the ratio of costs and revenue? 1 2 3 4 Lets compare the gross costs for each media channel with the short term incremental sales impact controlled by: 1.) Previous purchase behavior of consumers 2.) Price Promotion 3.) Other media channels Return on Investment (gross / short term)
  28. 28. 28© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz 0,11 0,19 0,60 0,26 0,080,05 Facebook (Data Link) 0,99 Media Channel 5 1,15 Media Channel 4 0,35 Media Channel 3 0,24 Media Channel 2 0,91 Media Channel 1 0,35 Facebook with valuable short term return on media investment 1,75 4,22 3,93Best in Class 0,19 0,48 0,13 0,83 0,44 1,26 1,69 1,61 0,19 Source: GfK Crossmedia Link Benchmark FMCG Campaigns Germany, 2008-2015 Results in Euro: - Based on gross spending - Only short-term effects - Not shown: differences in reach by different channels median
  29. 29. 29© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz Summary 2: Facebook Ad Efficiency for Mobile 1 2 3 Facebook Mobile offers high reach in comparison to other online media and effective targeting opportunities Use Facebook mobile for incremental reach. And: Facebook with valuable short term Return on Investment GfK Facebook Data Link offers a worldwide unique opportunity to quantify the impact of Facebook Mobile and to compare it within the marketing mix What you need to know
  30. 30. 30© GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz Renz, Florian Senior Manager GfK Advanced Business Solutions (ABS) | Office Hamburg +49 40 55 6159 94 Email: florian.renz@gfk.com #AFBMC

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