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In this webinar we discuss the common misconceptions around mass reach media buying in social versus microtargeting, and how brands both big and small can make the right call based on their specific business objectives.
What's Next for Social Targeting: Mass Reach vs Microtargeting
Global Brand Partnerships
Associate Director, Paid Social
Social Lab London, Ogilvy UK
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Social Advertising: Mass reach vs. microtargeting
Understanding how to use the channel for your brand
1. The effectiveness of each tactic (mass
reach vs. microtargeting)
2. What an effective social strategy looks like
3. Key performance indicators for each
4. The crossroad of social as a channel
SOCIAL, THE MOST FLEXIBLE MEDIA?
MOVE THE NEEDLE
Through targeting and paid media settings, Social can be approached in two very different ways.
Social can be leveraged to reach small/niche audiences for brands seeking for relevance or direct response.
Social can also be leveraged to reach a broad audience to focus on brand awareness KPIs such Reach,
Frequency, Ad Recall, etc.
One approach is not better than the other one. It is even generally a combination of both that will deliver the best
impact for brands on Social.
THERE ARE PROS & CONS FOR BOTH APPROACHES
‣ Impact at big scale for brands
‣ Control over Reach & Frequency KPIs
‣ High relevance
‣ Control over performance KPIs (CPA, Conversion Rate, etc.)
‣ Lack of relevance
‣ Lack of performance indicators (Reach and Frequency are “soft”
‣ Lack of scale
‣ More expensive because require more manpower
EXAMPLE OF BRAND COMBINING THE TWO APPROACHES
Building, nurturing and targeting an
audience pool based on website and social
engagements. KPIs are performance-
based: cost per visit, actions on website,
time spent, etc.
Combining Reach & Frequency buying
method with sequential storytelling
approach for peak campaigns to impact
SOCIAL CRM IS EVEN A MIX OF BOTH APPROACHES
Social CRM is a funnelling approach that
filters the audience based on previous
Starting from a broad audience and ending
with a smaller but highly relevant audiences
based on objective to reach.
2. How to approach this?
What an effective social strategy looks like
SEQUENTIAL STORYTELLING - USE THE FULL POWER OF SOCIAL TO DRIVE MASSIVE IMPACT
CONTENT 1 CONTENT 2 CONTENT 3
TELL A STORY
Leverage the full power of sequential capabilities to tell a story
aiming to boost brand awareness, ad recall and purchase intent.
BOOST REACH & FREQUENCY
Set paid social campaigns to reach a big part of your audience and
maximise the pool users reached by the whole sequence.HIGH REACH HIGH FREQUENCY / OTS
SEQUENTIAL STORYTELLING - HOW IS IT DIFFERENT THAN SOCIAL CRM?
Social CRM is a funnelling
approach that filters the
audiences based on previous
Sequential storytelling is a mass approach
because it targets a broader audiences and
ensures people are reached by the whole
sequence rather than some of it.
With the sequential storytelling, we increase
the frequency on the audience.
With the Social CRM, we increase the number
of actions done by the audience
REACH & FREQUENCY IS A OF COURSE A MUST FOR MASS CAMPAIGNS
ABILITY TO CONTROL REACH
LOWER CPM FOR CAMPAIGN
WITH HIGH MEDIA PRESSURE vs
TIP #1 : MAXIMISE FREQUENCY ON THE AUDIENCE - WHY?
17 * Facebook IQ, 2016
HIGHER FREQUENCIES ARE REQUIRED TO IMPACT GREATER
BEHAVIOUR CHANGE SUCH AS PURCHASE INTENT *
TIP #1 : MAXIMISE FREQUENCY ON THE AUDIENCE - HOW TO SET THE RIGHT FREQUENCY?
There are two things to consider: available media budget, reach and creative assets to promote.
AVAILABLE MEDIA BUDGET & REACH
The media budget has of course an impact on the
You should aim to have a good balance between reach
and frequency. Ultimately, you need to reach a good
part of your audience with high frequency.
Minimum level of reach recommended : 30%
Recommended level of reach : 50% or more
CREATIVE ASSETS TO PROMOTE
Your sequence should impact your frequency objective.
Your goal should be to maximise the amount of users
exposed to the full sequence.
Therefore, if your sequence has 4 posts, you should aim
to reach an average frequency of 4.
TIP #2 : RECOMMEND A SEQUENTIAL APPROACH IN TERMS OF CONTENT
Since your frequency will be high, we recommend applying a sequential approach in terms of
The story can be:
‣ Built around a narrative (e.g. teaser, reveal, follow-up, bloopers, etc.)
‣ Articulated around objectives (e.g. brand awareness, product consideration, sales)
TIP #3 : TARGET BROAD BUT SIZE YOUR AUDIENCE
Brand’s target group (broad)
Brand’s target group (narrowed)
Potential reach based on available budget and frequency objective
SET YOUR AUDIENCE SIZE
Here again it is a matter of finding the right balance.
As your goal will be to drive impact at scale, you will likely target a broad
audience. But this audience should not be too big according to your
available budget and frequency objective.
As mentioned before, you should aim to reach a big part of your
audience to drive strong impact within this audience.
Therefore, it is sometimes recommended to narrow a bit the audience to
ensure your % of reach is big enough.
50% of 18-30
15% of 18+
TIP #4 : MAXIMISE THE INVENTORY AND BOOK EARLY FOR MORE COST-EFFICIENCY
THE SOONER THE BETTER
The sooner you book your Reach & Frequency
campaigns, the less expensive it will be.
3. How to approach this?
Setting the right KPIs
TIP #5 : GO BEYOND REACH AND FREQUENCY METRICS FOR MEASUREMENT
Reach & Frequency KPIs are guaranteed. Anyone can have high Reach and Frequency on the
audience. In order to evaluate the success of the campaign, try to add other metrics on top of Reach
& Frequency KPIs.
Brand Lift / Nielsen Studies
Use Benchmark for metric comparison
(retention, CTR, etc.)
TIP #6 : APPLY THE SOCIAL.LAB MINDSET
Build audiences of engaged users that you can re-
engage later with further content (direct response for
instance). Nurture the interested generated !
Run A/B test(s) prior the campaign to make sure you
allocate a large media investment on a performing
IN SUMMARY: MEASURE DIFFERENT THINGS AT DIFFERENT STAGES
It all fits in one strategy!
There’s no either mass or micro. Both
tactics should be used at the right time
according to which stage of the
strategy we are.
MASS REACH &
Measure: ROAS, ROI
Measure: Consumer Lifecycle,
TO INTEGRATE A MASS LAYER TO YOUR MEDIA PLAN
ALWAYS-ON & PEAKS: COMBINE TARGETED AND MASS APPROACH
Leverage Reach & Frequency buying and
target a broader audience to increase media
pressure and impact during key milestones.
Run a targeted approach always-on to impact
qualified audiences on regular basis.
(e.g. in a similar mindset than Ikea’s audience
RUN REACH & FREQUENCY ALL YEAR LONG FOR BRAND AWARENESS
If you aim for brand awareness and run self service
campaigns, the amount of users reached by a low volume
of impressions might be too high. Which ultimately reduce
the impact on a brand awareness perspective.
Book monthly R&F campaigns to control frequency on target. Example:
‣ 1 month of campaign
‣ 20% Reach
‣ 5 OTS (frequency)
Benefits: low CPM, time saving (vs self-service), more impact
ALWAYS-ON: COMBINE REACH & FREQUENCY + SELF SERVICE FOR AWARENESS AND DIRECT RESPONSE
WEEK 1 WEEK 2 WEEK 3 WEEK 4
Re-engagement of users
who engaged during the
brand awareness phase
Brand Awareness - Reach & Frequency Campaign
Maximise reach and frequency on the target to drive
awareness and build audiences of engaged users
Direct Response - Self-Service Campaign
Re-engage users from the brand awareness phase and
drive leads/conversions with self-service optimised
Repeat and optimise this
approach every month
‣The National Lottery in Belgium is
changing its EuroMillions product.
‣This change is a challenge for the
company as the product price increases.
However, the chances to win are
increased as well and jackpot amounts are
‣This change is considered as an
opportunity to gain new clients but also
fears that, through this price increase,
current customers will be lost in the
‣Drive awareness around product changes
‣Increase purchase intent for point of sale
‣Client acquisition for online gaming (Direct
‣Maximise online gaming of existing
players (Direct Response)
‣Increase association between EuroMillions
and high jackpot
KEY ELEMENTS IN THE CAMPAIGN
‣We used Facebook’s
sequencing tool to tell a
story across a series of
‣We could control not just
the frequency but also
the order that people
saw the adverts.
‣The campaign promoted
creative and innovative
content aiming at
attention in the News
‣Except for direct
response, we only used
‣A Brand Lift Study was set
up with Facebook’s team
to measure ad recall,
brand awareness and
purchase intent on top of
TVC Social Recut Conversion
We leveraged the full
power of Facebook’s
sequential capabilities to
tell a story leading to
purchase (offline or online).
FREQUENCY ON TARGET
From a media perspective,
we maximised frequency on
our target to ensure users
were exposed to most of
the promoted posts.
INNOVATIVE & CREATIVE CONTENT
In order to grab people’s
attention in the News Feed,
promoted content was mainly
video. Besides, assets were
playing with format and
platform’s characteristics to
stand out from other content
displayed in users’ feed.
BRAND LIFT STUDY
A Brand Lift Study was set up with Facebook to measure:
‣Ad Recall - Do you recall seeing an ad for EuroMillions
on your mobile in the last 7 days?
‣Brand Awareness - Which brand has recently
announced a jackpot increase?
‣Purchase Intent - Will you play EuroMillions in the
In order to measure lift for those indicators, polls were sent
to two groups:
‣Exposed - users exposed to the campaign
‣Control- users not exposed to the campaign
+8 pts lift
in purchase intent
Top Target: 45-54
(13 pts lift in
in terms of ad
78% of respondents (exposed)
answered EuroMillions to the question
“Which brand has recently
announced a jackpot increase?“
+23 pts lift
in ad recall
+5 pts lift
in brand awareness
BRAND LIFT STUDY RESULTS *
* Lift is the difference between the control and test groups' responses. For example, if 28% of test group respondents and 19% of control
group respondents recall seeing your ads, you'll have a 9 percentage point lift
conversion at scale
players / Retention:
gaming from existing
2x lower cost per
conversion compared to
unique users reached
(35% of Belgian FB Users)
PAID CAMPAIGN RESULTS
5x lower cost per