facebook ads-back-to-the-future-ad knowledge

BACK TO THE FUTURE

Facebook Ads: A Journey into Uncertainty From FBX to Social Video

§  Founded in ‘08. Ads API Partner in ‘10. Acquired by AdKnowledge in ’11. §  Employees ~ 60 (AP) ~300 (AK) §  Toronto, New York, Chicago, San Francisco, Munich, London, Paris, Shanghai §  Strength is in technology//performance based advertising

Who we are

HOW

HEY! I’d like some

of that please!

Do I Make Money with Facebook?

HOW Can I Build a Brand Using Facebook?

? Where to Start

Bringing ORDER to Social Advertising

1. Connect (Goal: Fan Acquisition) Fan like Ads, Newsfeed Ads, RHS, Look alike Audience

2. Engage (Goal: Word of Mouth) Page Post Photo Ads, Page Post Video Ads, Questions

3. Convert (Goal: Sale) Custom / Look alike audience, FBX, Mobile Install Ads, Page Post Link Ads, Unpublished Posts, Pixel

Social CRM Funnel

Newsfeed beats Right hand side

The Power of Unpublished Posts

Why unpublished Posts work No interference with Fan Page Interest Targeting possible

What is FBX? §  Visitors visiting Target

website are marked with a cookie

§  Customers with

purchase intent are shown Target ads relevant to their web browsing behavior when they return to Facebook.

Goal: Reach users on Facebook based on their browsing behaviour outside of Facebook

Facebook Exchange

1.   2.  

3.  

Leverage your existing audience: Email Addresses Phone Numbers

1.  Email Database Cross-referenced between your client & Facebook

2.  Targeting Options

Inclusion/ Exclusion/ Look alike

INCLUSION – Existing User

EXCLUSION – New User

Custom Audience Targeting

MGM RESORTS Case Study

Goals

§ Acquisition of new customers for resorts in Detroit and Vegas

§  Increase “share of wallet”

§  Increase of loyalty through promotions and exclusive offers

Facebook Offers – Upgrade for 2 nights Sponsored Stories – for Offers FBX for drop offs in bookings Look Alike Audience

How we did it…

Keyword Selection

Key Points

5x+ Return on ad spend using

custom audiences

3x Return on ad spend using

Facebook Offers

15x Return on ad spend using

Facebook Exchange

§ Match rate for Custom Audience is

between 55% and 80%

§ Offers like low room rates, a 100$ dining credit for existing customers work well

§ FBX works best if done based on the individual stage a customer drops out

Learning

Why Facebook will do video and brand advertising! •  TV budgets are big

•  They have the audience

•  Big data

•  They are closing the loop

Disclaimer: We do NOT have any confidential or internal information about Facebook’s plans for Video. The next few slides are simply what has been discussed in the media already

TV is still the biggest ad spend

Source: eMarketer, March 2013

Top U.S. Online Video Content Properties Ranked by Unique Video Viewers

Total Internet 184,182 36,877,798 1,336.80

Google Sites 156,999 19,586,510 525.0 Facebook.com 53,045 327,801 21.7 Yahoo! Sites 48,693 625,007 70.4 VEVO 44,844 597,107 46.1 Microsoft Sites 42,677 483,280 43.9 AOL, Inc. 39,774 664,568 69.7 Viacom Digital 37,029 429,762 51.3 NDN 35,129 381,699 89.7 Amazon Sites 28,480 99,163 21.2 Turner Digital 24,611 244,887 40.4

FACEBOOK No. 2 in Video

Source: comScore Video Metrix, July 2012

“Facebook is three times bigger than Super Bowl and it happens every day!” Sheryl Sandberg COO Facebook

Big Data and social Graph

§  Facebook unlike YouTube has users logged in while they are watching videos.

§  So, they know exactly who watched what, skipped what and would be in a prime position to feed data back to advertisers

Partnership with Nielsen

§  Designed to better measure brand performance through the tool brand lift

§  OCR Tracking and measuring online ads at

thee same level as TV advertising (Reach, frequency, GRP)

Datalogix for CPG

§  Use loyalty cards (grocery, mass, clubs, drugs) to measure purchases of people who have seen a Facebook ad versus those who haven’t.

§  Measured 75 Million households and 3.75 Million purchases tracked.

§  More than 70% of the campaigns tested showed ROI of 3x or greater.

Facebook Atlas Acquisition

"This acquisition allows marketers and agencies to measure the ROI of their campaigns across both Facebook and non-Facebook properties,

and across desktop and mobile. Our goal is to be able to measure cross-device insights, and be the best ad serving platform on the

Internet."

Through Atlas’s Click Purchase Path Analysis, advertisers can figure out if their Facebook ads are an introducer, influencer, or closer across each unique view/click path, essentially creating a virtual representation of the digital conversion funnel.

Coming to a screen this summer?

•  Cost of over 7-Figures •  4 Slots: women/ men over/ under 30 •  Auto Play and Frequency-capped

•  Expanding beyond the News Feed

“…nothing is the future forever.”

If you would like the MGM Case study – get in touch

http://www.adparlor.com/

Markus Von Der Luehe Tel: 49 (0) 172 865 7137 E-mail: mvdluehe@adknowledge.com

Follow Adparlor on Twitter @Adparlor