latest trends in performance advertising on facebook
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Hosted by Ben WitteTRANSCRIPT
AGENDA:1. FB at-a-glance2. Ad types3. FBX and WCA
5. Facebook Mobile Retargeting Use Cases4. The Rise of Mobile
6. Research7. Q&A
Facebook at-a-glance
Facebook at a Glance
Reach► 1.28 billion monthly active users
Mobile Reach► 1.01 billion monthly active users
Time Spent► US FB users spend more than 40
minutes per day in Facebook
Mobile Only► 400 million mobile only users
Daily Habit► 829 million people use Facebook on a
daily basis
Ad Revenue Breakdown► 62% of ad revenue is from mobile ads
Ad Types
Right-Hand Column (RHC)
RHC ads Reach to massive FB audience Prominent placement Lower cost than tradition News Feed ads
Desktop News Feed Ads
Mobile News Feed Ads
► Help drive traffic to an advertiser’s mobile web site by targeting desktop site visitors when they browse the Facebook News Feed from a phone or a tablet
Mobile App Install Ads
► Drive mobile app adoption with ads that send users to the Apple App Store or Google Play where they can install the app with a single click
FBX and WCA
Facebook Exchange (FBX) and Custom Audiences for your Website (WCA)
The Rise of Mobile
We’re now in a Multi-Screen WorldDave wants to shop wherever and whenever he wants
Mobile usage is incremental to time spent on desktops
Opportunity
2012
2013
2014
2015
2016
2017
2018
$0B$100B$200B$300B$400B$500B$600B
2012
2013
2014
2015
2016
2017
2018
$0B$28B$56B$84B
$112B$140B
m-Commerce Sales, 2012 - 2018 + 37.2% Y/Y
e-Commerce Sales, 2012 - 2018 + 15.5% Y/Y
eMarketer, US Retail e-Commerce April 2014
Mobile Commerce is Exploding
Yet marketers are still behind in mobile advertising
Facebook Mobile Retargeting Use Cases
Cross-Device Retargeting
► Utilize deterministic device
identification to accurately identify
users across devices
► Retarget your desktop website
visitors on their smart phones and
tablets
► Extend the reach of your desktop
retargeting strategies
► Drive incremental conversions on
your mobile website
Retargeting for Mobile Apps
Retargeted Mobile App Install Ads► Serve Mobile App Install Ads to your
website visitors and current customers
► Drive high quality, high LTV app installs
► Accelerate mobile app adoption
Research
Research
► The CPC for News Feed ads on mobile is 61% lower than News Feed ads on desktop
Research
► Adding FB News Feed ads on mobile to a retargeting mix of web and desktop adds an average of 3.8% incremental conversions
► By adding mobile to an existing campaign mix of web retargeting and News Feed ads on desktop, advertisers see on average 29% more clicks
Top Verticals
Apparel, Technology and Beauty are the top verticals with the quickest adoption of mobile ad sizes
Apparel
Technology
Beauty
Top Performing Vertical
Media & Entertainment
Media & Entertainment serve the highest-performing mobile campaigns
News FeedEncouraging numbers vs. web retargeting
► News feed on desktop: CTR is 8.1x higher than web retargeting
► News feed on mobile: CTR is 9.1x higher than web retargeting
► News feed on desktop: 24% lower CPC than web retargeting
► News feed on mobile: 70% lower CPC than web retargeting
Reach and Performance
AdRoll Inventory Analysis
AdRoll Inventory Analysis
For more info download our guide!
Download the report:http://www.adroll.com/facebook-mobile-report-2014
Questions?
For additional questions contact: [email protected] or your account rep.
Thank You !