New data on the effectiveness of Facebook Advertising Research Foundation Conference

1. New data on the
effectiveness of Facebook
Advertising Research Foundation Conference
June 12, 2012

2. Top highlights
Facebook drives efficiency, effectiveness and ROI
• Seeing earned brand messages
increases purchase behavior
• Showing ads to fans and their friends
drives in-store purchases
Across 63 campaigns:
• 3X ROI or better in 70% of campaigns
• 5X ROI or better in 49% of campaigns

3. comScore Power of a Like

4. Power of a Like I
July 2011
Takeaway
Fans and friends of fans are
your most valuable customers

5. Fans are your best customers
Sales
Brand engagement
Fans spend 8% more
and transact 11%
more frequently Fans conduct 68%
more searches
Web traffic
Fans visit the
site 5x more
Source: The Power of the Like, comScore and Facebook, July 2011
* Numbers compared to average internet user

6. Friends of fans are top customers as well
Sales
Brand engagement
8% higher spending
by friends of fans 27% more
searches by
friends of fans
Web traffic
2.5x more site
visits by friends
of fans
Source: The Power of the Like, comScore and Facebook, July 2011
* Numbers compared to average internet user

7. Power of a Like II
June 2012
Takeaways
• Fans are still your most
valuable customers
• Seeing brand messages
increases purchase behavior
• Showing ads to fans and their
friends drives in-store
purchases

8. Fans are still your best customers
Fans spend 131%
more and friends of Fans spend
fans spend 104% 97% more and
more friends of fans
spend 51% more
Fans spend
109% more
Fans spend
60% more
Source:: The Power of the Like II, comScore and Facebook, June 2012
* Numbers compared to average internet user

9. Fans and friends of fans purchase more when
exposed to earned brand messages
Fans and friends of
fans bought 38%
more frequently
Fans and friends of
fans bought 21%
more frequently
Source: The Power of the Like II, comScore and Facebook, June 2012
* Numbers compared to unexposed fans and friends of fans

10. Fans and friends of fans also purchase more
when exposed to paid media
Fans and their friends overall
Major bought 16% more frequently
offline in store and bought 56%
retailer
more frequently online from
this retailer.
Source: The Power of the Like II, comScore and Facebook, June 2012
* Numbers compared to unexposed fans and friends of fans

11. Facebook ads effectively drive offline
sales across many ROI studies

12. Facebook ads drive offline sales
Across 63 campaigns
3X ROI or better in 70% of campaigns
5X ROI or better in 49% of campaigns
Source: Variety of 3rd party methodologies like
panels and mix media models, all client initiated

13. Facebook is most cost effective driving
sales in a cross media CPG campaign
Over delivering in terms of sales and efficiency
Facebook over delivering Return on Investment
on incremental sales Sales return by £ invested – by channel
£1.34
Sales return by £1 invested
Facebook 11% of incremental sales
Facebook 9% of media spend
£1.16
£1.11
£1.02
Spend Facebook
For every £1 spent on Facebook display media on this
Other Media campaign, the client saw a directly attributable sales
Sales return of £1.34
Total campaign Online display
TV Facebook display
Source: Millward Brown case study 2011

14. 3X
ROI
Premium
Target blocks

15. 15%
of sales resulting from
the media campaign
are attributable to
Facebook
3.8m
people saw the
campaign on Facebook
who did not see it on TV