Reach and Impact of Facebook - The role of Facebook within the media mix – a focus on Mobile Advertising #AFBMC

Source: Twitter Search „#AFBMC“, Nov 4, 2015

How relevant is
Facebook today for
marketing?

Agenda
Reach & Usage of
Facebook
Facebook
Deep Dive
Award-Winning
Measurement
Ad Efficiency

Facebook compared to other
digital touchpoints …

Source: GfK Crossmedia Visualizer; Base: Online Population Germany 14+ (May 2015)
Almost 80% of the online population is using at least one of the
Facebook properties – at least once a month
78,9%
43.46 M.
Unique User
Net reach = at least one time visited within one month (May 2015)
(Facebook, Facebook Messenger, Whats App, Instagram) // includes
users visiting Facebook pages w/o being necessarily registered

Facebook Properties with high net reach over all devices //
Google Search is number one in Germany
72%
11%
57%
32%
84%
67%
62%
57%
56%
31%
31%
30%
29%
28%

Relevance of all Facebook properties is much higher for young
target groups 14-29 than for the total population
14+
14-29
72% 11%32%57%
89% 26%59%86%

Facebook users constitute a diverse and broad audience, whereas the
Messenger app and Instagram reach very young target groups.
Source: GfK Crossmedia Visualizer; Base: Online Population Germany 14+ (May 2015) *Based on MA 2015
50+ years 27,7
40-49 years 21,1
30-39 years 19,0
14-29 years 32,4
50+ years 20,3
40-49 years 19,6
30-39 years 20,3
14-29 years 39,5
50+ years 13,7
40-49 years 17,1
30-39 years 21,9
14-29 years 47,2
50+ years 10,2
40-49 years 12,3
30-39 years 16,9
14-29 years 60,7
3,000+
€
31,5
1,500-
3,000 €
45,7
0-1,500
€
23,0
3,000+
€
35,9
1,500-
3,000 €
45,2
0-1,500
€
18,8
3,000+
€
34,2
1,500-
3,000 €
45,0
0-1,500
€
20,7
3,000+
€
32,9
1,500-
3,000 €
41,0
0-1,500
€
26,1
Age profile of users
Income
Online Pop.*
26,2
17,0
21,6
35,2
21,0
47,0
31,9

Source: GfK Crossmedia Link; Base: Smartphone Population Germany 14+ (May 2015)
23% of the total smartphone usage is spent on WhatsApp.
The Facebook App follows on rank 2 with 12%
2,5%
22,8%
12,3%
1,9%
40%
of the total time spent
on smartphones
is driven by WhatsApp,
Facebook, Facebook
Messenger and Instagram

Summary 1: The role of Facebook in Germany
1
2
3
Almost 80% of the German online
population can be reached via the
„Facebook Family“
Facebook, WhatsApp, Messenger
and Instagram are part of the
touchpoints with the highest net reach
Facebook with a broad audience –
Instagram especially for the younger
(with higher net income than on avg)
What you need
to know
4
Facebook is mobile! 40% of time
spent on smartphones is driven by
the “Facebook Family”

The role of market research …

Purchase and Online usage are measured for the same
consumers*
Browser Add On:
captures browser
content
Purchase Data
GfK ConsumerScan
FMCG Purchase Data.
GfK ConsumerScope
Data for non-food
categories
Online Measurement*
GfK Crossmedia Link
Desktop / Laptop usage
Smartphone / Tablet usage
Product Scanning:
Panelists reporting
their purchase acts
Leo Trace Mobile:
captures usage of
smartphones and tablets
* Purchases are measured within a larger group of consumers than online and especially mobile usage; online/mobile data is therefore imputed to total online mass

The GfK Crossmedia Link is a Subsample of the Purchase
Panel, encompassing 19.000 Panelists
Panelsizes = installed base
*ConsumerScan: in home scanning for FMCG
Consumer Panel Nonfood: covering Durables
ConsumerScope: Special panels for travel, entertainment, finance.
panel sizes on request
GfK
Consumer Panels*
65.000
Panelists 14+ years
(30.000 HH)
GfK
Crossmedia
Link
19.000
Desktop
Panelists
14+ years
TV Sub-Sample
12.000
Desktop + TV Panelists 14+
Mobile/Tablet Sample
2.700
Desktop + Mobile/Tablet
Panelists 14+
TV measurement for ad contacts only
Does not cover spots between 1-6 am, No
guests, no time shifted usage

More than 400 Crossmedia Link Studies since 2008
Clients of GfK Crossmedia Link (Extract)
FMCG Non-FMCG

…and what about the measurement
of mobile ad contacts?

Finding the FBID in GfK’s HTML traces
Browser Add On:
captures browser content
The “Key”
The Facebook ID

Trusted
Third
Party
GfK sends hashed FBIDs of
its panelists to TTP
FB sends hashed,
anonymized data on ad
impression
GfK receives only data
for its panelists
The Facebook Linking Project: How it works
Connecting FB ad data and GfK Crossmedia Link

Advantages of GfK Facebook Data Link
Measuring all devices
and all locations:
100% Paid Media Contacts1
No setup necessary
No Tagging2
Retrospective
analyses available3 http://www.iabeurope.eu/files/9914/3220/40
92/Press_Release_IAB_Europe_Research
_Awards_2015_Winners_Announced.pdf

What we have learned …

Overview of analyzed campaigns in 2014/15
with GfK Facebook Data Link
1
2
3
4
Insights from 18 campaigns
… from different verticals, mainly fast moving consumer goods but also
retailer, automotive, entertainment and telecommunication
… ran from autumn 2014 to summer 2015
… with > 50,000 Euro spending on Facebook

On average highest net reach via Facebook Mobile Ads
(compared Desktop Ads)
Source: GfK Crossmedia Link. Base: selected FMCG Crossmedia Studies in Germany 2014/2015
Facebook Right
Column Desktop
Facebook Newsfeed Mobile
3,8%
11,4%
Facebook Newsfeed Desktop
3,1%
8,8%Reach in Media TG
Total reach
13,8% 30,8%
Average of
Facebook Data
Link campaigns
Media TGs mainly defined by age and gender
as “women 25-39 years”

High accuracy of reaching the targeted group via Facebook –
at the cost of reach, which is limited
76% of persons reached are
within the targeted audience
Based on age and gender targeting as “women 25-39 years”
76/100
in TG.
Average of
Facebook Data
Link campaigns

Cost per GRP: Facebook Mobile with higher costs than
desktop – based on total population base
5.338
3.091
Facebook MobileFacebook Desktop NF
Cost per GRP in €
Total Population
Average of
Facebook Data
Link campaigns

Due to accurate targeting: Cost per GRP within target group
especially for Facebook mobile much lower
Target Group
Cost per GRP Total vs. in TG in €
Average of
Facebook Data
Link campaigns
5.338
3.091
1.223
1.432
-53,7%
Facebook Desktop NF Facebook Mobile
-77,1%
TGs mainly defined by age and gender
as “women 25-39 years”

Source: GfK Crossmedia Link. Base: four FMCG Crossmedia Studies 2014/2015 (Benchmark: 150 studies 2008-2015)
Average increase
in the number of
purchase records for
group mobile contact vs.
group without mobile
contact
1,42
Average short-term uplift factor
The average uplift factor shows in what way the purchase behavior of people changes due to contact to the campaign: average increase of purchase volume of
households with campaign contact (average) vs. households without campaign contact (factor=1,00) in an average campaign week.
Uplifts for other online channels (median):
Display 1,18 / Online-Video 1,35 / Search 1,29 (GfK Crossmedia Link Benchmark FMCG Campaigns, 2008-2015)
First results for Mobile Ad effectiveness shows:
Significant short-term uplifts for Facebook Mobile Ads

… and what about the ratio of costs and revenue?
1
2
3
4
Lets compare the gross costs for
each media channel with the
short term incremental sales
impact
controlled by:
1.) Previous purchase behavior of
consumers
2.) Price Promotion
3.) Other media channels
Return on Investment
(gross / short term)

0,11
0,19
0,60
0,26
0,080,05
Facebook (Data Link)
0,99
Media Channel 5
1,15
Media Channel 4
0,35
Media Channel 3
0,24
Media Channel 2
0,91
Media Channel 1
0,35
Facebook with valuable short term return on media investment
1,75 4,22 3,93Best in Class
0,19
0,48
0,13
0,83
0,44
1,26 1,69 1,61
0,19
Source: GfK Crossmedia Link Benchmark FMCG Campaigns Germany, 2008-2015
Results in Euro:
- Based on gross spending
- Only short-term effects
- Not shown: differences in reach
by different channels
median

Summary 2: Facebook Ad Efficiency for Mobile
1
2
3
Facebook Mobile offers high reach in
comparison to other online media and
effective targeting opportunities
Use Facebook mobile for incremental
reach. And: Facebook with valuable
short term Return on Investment
GfK Facebook Data Link offers a
worldwide unique opportunity to quantify
the impact of Facebook Mobile and to
compare it within the marketing mix
What you need
to know

Renz, Florian
Senior Manager
GfK Advanced Business Solutions (ABS) | Office Hamburg
+49 40 55 6159 94
Email: florian.renz@gfk.com
#AFBMC

Reach and Impact of Facebook - The role of Facebook within the media mix – a focus on Mobile Advertising #AFBMC

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