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What's Next for Social Targeting: Mass Reach vs Microtargeting

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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.

Veröffentlicht in: Marketing

What's Next for Social Targeting: Mass Reach vs Microtargeting

  1. 1. FOR Powered by SOCIAL TARGETING
  2. 2. Hello! Laurie Close Global Brand Partnerships OgilvyRED Chrisa Chatzisavva Associate Director, Paid Social Social Lab London, Ogilvy UK
  3. 3. What’s the weather like in your city? Tell us where you’re dialing in from!
  4. 4. Want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy Ogilvy staff: It’s also on The Market! themarket.ogilvy.com Are you on the go? You can join our webinars on mobile, too! Download the GoToWebinar app from the App Store or Google Play
  5. 5. Social Advertising: Mass reach vs. microtargeting Understanding how to use the channel for your brand
  6. 6. 1. The effectiveness of each tactic (mass reach vs. microtargeting) 2. What an effective social strategy looks like  3. Key performance indicators for each approach 4. The crossroad of social as a channel AGENDA
  7. 7. 1. Mass Reach Vs. Microtargeting
  8. 8. SOCIAL, THE MOST FLEXIBLE MEDIA? 8 SCALE ACCURACY 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.
  9. 9. THERE ARE PROS & CONS FOR BOTH APPROACHES 9 BROAD ‣ Impact at big scale for brands ‣ Control over Reach & Frequency KPIs ‣ … TARGETED ‣ High relevance ‣ Control over performance KPIs (CPA, Conversion Rate, etc.) ‣ … BROAD ‣ Lack of relevance ‣ Lack of performance indicators (Reach and Frequency are “soft” KPIs) ‣ … TARGETED ‣ Lack of scale ‣ More expensive because require more manpower ‣ … PROS CONS
  10. 10. FACEBOOK’S STUDY ABOUT BROAD VS TARGETED 10
  11. 11. EXAMPLE OF BRAND COMBINING THE TWO APPROACHES 11 TARGETED 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. BROAD Combining Reach & Frequency buying method with sequential storytelling approach for peak campaigns to impact awareness KPIs.
  12. 12. SOCIAL CRM IS EVEN A MIX OF BOTH APPROACHES 12 IDENTIFY AWARENESS CONSIDERATION LEAD ADVOCACY FUNNELLING APPROACH Social CRM is a funnelling approach that filters the audience based on previous actions. Starting from a broad audience and ending with a smaller but highly relevant audiences based on objective to reach. BROAD AUDIENCE SMALL AUDIENCE
  13. 13. 2. How to approach this? What an effective social strategy looks like
  14. 14. SEQUENTIAL STORYTELLING - USE THE FULL POWER OF SOCIAL TO DRIVE MASSIVE IMPACT 14 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
  15. 15. SEQUENTIAL STORYTELLING - HOW IS IT DIFFERENT THAN SOCIAL CRM? 15 FUNNELLING APPROACH Social CRM is a funnelling approach that filters the audiences based on previous actions MASS APPROACH 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
  16. 16. REACH & FREQUENCY IS A OF COURSE A MUST FOR MASS CAMPAIGNS 16 ABILITY TO CONTROL REACH AND FREQUENCY SEQUENCING CAPABILITIES LOWER CPM FOR CAMPAIGN WITH HIGH MEDIA PRESSURE vs SELF SERVICE FLEXIBLE SCHEDULING
  17. 17. 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 *
  18. 18. TIP #1 : MAXIMISE FREQUENCY ON THE AUDIENCE - HOW TO SET THE RIGHT FREQUENCY? 18 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 frequency objective. 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.
  19. 19. TIP #2 : RECOMMEND A SEQUENTIAL APPROACH IN TERMS OF CONTENT 19 Since your frequency will be high, we recommend applying a sequential approach in terms of content. 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)
  20. 20. TIP #3 : TARGET BROAD BUT SIZE YOUR AUDIENCE 20 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 OR 15% of 18+ 18-30 18+
  21. 21. TIP #4 : MAXIMISE THE INVENTORY AND BOOK EARLY FOR MORE COST-EFFICIENCY 21 TIME R&FCOSTFORSAMEDELIVERY THE SOONER THE BETTER The sooner you book your Reach & Frequency campaigns, the less expensive it will be.
  22. 22. 3. How to approach this? Setting the right KPIs
  23. 23. TIP #5 : GO BEYOND REACH AND FREQUENCY METRICS FOR MEASUREMENT 23 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.)
  24. 24. TIP #6 : APPLY THE SOCIAL.LAB MINDSET 24 CTA Video viewers Website visitors Canvas viewers RE-ENGAGEMENT Build audiences of engaged users that you can re- engage later with further content (direct response for instance). Nurture the interested generated ! A/B Testing Run A/B test(s) prior the campaign to make sure you allocate a large media investment on a performing content.
  25. 25. IN SUMMARY: MEASURE DIFFERENT THINGS AT DIFFERENT STAGES 25 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. AWARENESS CONSIDERATION CONVERSION ADVOCACY MASS REACH Measure: Reach MASS REACH & MICROTARGETING Measure: Engagement MICROTARGETING Measure: ROAS, ROI MICROTARGETING Measure: Consumer Lifecycle, Loyalty, Re-engagement
  26. 26. 4. The crossroad of social as a channel
  27. 27. 3 TACTICS TO INTEGRATE A MASS LAYER TO YOUR MEDIA PLAN
  28. 28. ALWAYS-ON & PEAKS: COMBINE TARGETED AND MASS APPROACH 28 ALWAYS-ON PEAK PEAK PEAK PEAK MEDIA PRESSURE TIME PEAKS Leverage Reach & Frequency buying and target a broader audience to increase media pressure and impact during key milestones. ALWAYS-ON Run a targeted approach always-on to impact qualified audiences on regular basis. (e.g. in a similar mindset than Ikea’s audience pool )
  29. 29. RUN REACH & FREQUENCY ALL YEAR LONG FOR BRAND AWARENESS 29 PROBLEM 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. SOLUTION 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
  30. 30. ALWAYS-ON: COMBINE REACH & FREQUENCY + SELF SERVICE FOR AWARENESS AND DIRECT RESPONSE 30 WEEK 1 WEEK 2 WEEK 3 WEEK 4 BRAND AWARENESS R&F CAMPAIGN DIRECT RESPONSE SELF-SERVICE 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 campaigns. Repeat and optimise this approach every month
  31. 31. CASE - PRODUCT RELAUNCH -
  32. 32. CONTEXT ‣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 higher. ‣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 process 32 IMPACT AT SCALE
  33. 33. CAMPAIGN OBJECTIVES ‣Drive awareness around product changes ‣Increase purchase intent for point of sale gaming ‣Client acquisition for online gaming (Direct Response) ‣Maximise online gaming of existing players (Direct Response) ‣Increase association between EuroMillions and high jackpot 33 IMPACT AT SCALE
  34. 34. Sequential Storytelling KEY ELEMENTS IN THE CAMPAIGN 34 ‣We used Facebook’s sequencing tool to tell a story across a series of adverts. ‣We could control not just the frequency but also the order that people saw the adverts. 1 Creative Content ‣The campaign promoted creative and innovative content aiming at grabbing people’s attention in the News Feed. ‣Except for direct response, we only used video/animated content. 2 Brand Lift Study ‣A Brand Lift Study was set up with Facebook’s team to measure ad recall, brand awareness and purchase intent on top of paid performances. 3
  35. 35. SEQUENTIAL STORYTELLING 35 Teaser FAQ about product changes 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.
  36. 36. INNOVATIVE & CREATIVE CONTENT 36 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.
  37. 37. BRAND LIFT STUDY 37 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 coming weeks? 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
  38. 38. 38 +8 pts lift in purchase intent Top Target: 45-54 (13 pts lift in purchase intent) Female users responded better in terms of ad recall 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
  39. 39. 39 Awareness and conversion at scale 665 Conversions (Acquisition: new players / Retention: gaming from existing players) 5,97 Average Frequency 2.008.482 Video Views 2x lower cost per conversion compared to EuroMillions Benchmark (acquisition) 2.139.634 unique users reached (35% of Belgian FB Users) PAID CAMPAIGN RESULTS 5x lower cost per conversion for video retargeting
  40. 40. THANK YOU
  41. 41. Questions? Laurie Close Global Brand Partnerships OgilvyRED Chrisa Chatzisavva Associate Director, Paid Social Social Lab London, Ogilvy UK

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