2016 facebook is like 1960's tv on steroids (for advertisers)

From a presentation originallydelivered at PMI London

Guillaume RigalLondon - October 26th

27/10/2016 @GuillaumeRigal - Effinity - PMI London 2

That crazy french guy


Guillaume RIGAL@GuillaumeRigal@Guillaume


IS HE OUT TO HELP YOU?

Credit: Paul Sakuma / The Sunday Times

GETHELP

Facebook evens out the playing field!

awareness

consideration

conversionFor years,we got this!

While this wentTo the Pied Pipers


NO MORE!Thanks Zuck!


In this session, we’ll discuss

CREATING CONTENT

ANDPROMOTING ITVIA FACEBOOK

TOCONVERT


How doesit play with

affiliatechannels?

To be clear, I do NOTmean this.


A look at TV’s first 20 years in the US

Source: Adage.

1949 1959 196990% of Households That’s $23B in today’s money.


Yearly Ad Revenue

Now, Facebook’s last 5 years (they’re 12 now)

$0.7B $4.2B

Source: WSJ, Statista.

2009 2012 2015

$17.1B

That’s $17B in today’s money. :)

12% ofGlobal DigitalAdvertising


Yearly Ad Revenue

By the way…


82 f’ing %

And Digital is taking over TV for #1 spot

(US) 2015 2017TV 37,7% 35,8%Digital 32,6% 38,4%

Mobile 17,3% 26,2%

Source: eMarketer March 2016.


If we oversimplify



Back to our ads…

Corny?


Corny? Hmm.


Hmm. Hmm.


Hmm. Hmm. Hmm.



How to get from awareness to conversion?

ß This is a clue

Content!!!


What makes Facebook so great

Audience Data

Media space

CampaignObjective


(for us marketers)

Audience management


FACEBOOK TARGETING CRITERIA

CRM ACCOUNTS

MATCH

SITE & BLOG VISITORS

LOOK-ALIKE PROFILES

Demography Tracking Interests Behavior

Audience data


Audience reach


500MInstagrammembers

1.7BFacebookmembers

Audience Network

Media space: Facebook



• Update• Text / Article…• Photo / GIF• Video

• Carousel• Content• Products (DPA)



• Update• Text / Article…• Photo / GIF• Video

• Carousel• Content• Products (DPA)

• Canva


But that’s not all


Media space: Instagram

• Photo• Video• Carousel


Media space: Audience Network


Psst, go with me, I convert better!

Campaign Objectives


For each goal, a content piece


ENGAGE SELL

REASON

EMOTION

GIF Video

Blogger’sLook

Testimonial

Pssssst!...


Content: you’ve got friends!


Consideration Prescription Evaluation Optimisation Purchase

CO-CREATIONW. INFLUENCERS

CO-BRANDINGW. MEDIA CO’S

BRAND

Influencers come in many flavours


How it all comes together

• Use ads at each level of the funnel

• Play on audiences (incl. Filtering)

• Use DPA feature down the funnel

• Track how it interacts with CPA channels


Pimkie: a new positioning


Before After

Pimkie: Awareness video


Pimkie: Consideration Carousel

2 versions :• Products from the video• 5 best sellers


Some results from a similar case

Ad Set Name Impressions10-Second

ViewsCost per 10s View (EUR)

10-sec view / Impressions Reach

Amount Spent (EUR)

Video Views to 95%

95% view / Impressions

Fans 272 638 17 602 0,025 6,46% 124 031 437,25 6 088 2,23%Friends of Fans 227 433 22 668 0,019 9,97% 194 272 438,37 7 819 3,44%Lookalike of Fans 209 968 11 756 0,037 5,60% 103 200 436,41 3 937 1,88%Interests 377 107 27 510 0,016 7,30% 313 152 437,97 10 056 2,67%


Clics Reach Cost per Result (EUR) Amount Spent (EUR)11 833 237 055 0,21 2 512

eCPC36c

TARGETED AWARENESS VIDEO

RETARGETING MANUAL CAROUSEL

A B2B / leadgen example


Les Facebook Leads


1 Ad Pre-filled form Confirmation2 3

How does it play with affiliate channels?

• Study over a month• 21 advertiser campaigns• All with Coupons programs• Facebook Ads invested through us• Totalling 130,795 sales• Monitored through our multipoint tracking


(hey, over he’)


I’m not a woman I’m not pregnant

How does it play with affiliate channels?


6,096 Sales Facebook is

last clic

570 Sales Facebook isnot last clic

551 SalesAffiliate is in the conversion path

6,666 Sales Facebook is in

conversion path

One more thing.


Get up to 50% of your Instagram

audience clicking through to product

pages

Get up to 40% increase in

Facebook Ad engagement


1


2


3

And for that Facebook Ad Engagement Boost


Automatic replacement of product feed vignettes with better visuals from Instagram when available

BEFORE

AFTER


It’s called

That crazy french guy


Guillaume RIGAL@GuillaumeRigal@Guillaume

Data Sources

1. http://adage.com/article/75-years-of-ideas/1950s-tv-turns-america/102703/

2. http://adage.com/article/75-years-of-ideas/1960s-creativity-breaking-rules/102704/

3. http://adage.com/article/adage-encyclopedia/history-1950s/98701/

4. http://www.wsj.com/articles/facebook-revenue-soars-on-ad-growth-1461787856

5. https://www.statista.com/statistics/271258/facebooks-advertising-revenue-worldwide/

6. http://www.emarketer.com/Article/Digital-Ad-Spending-Surpass-TV-Next-Year/1013671


2016 facebook is like 1960's tv on steroids (for advertisers)

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