Over the last few years, we have witnessed a genuine revolution—the world we live in has become mobile. It took television 67 years to reach over 1 billion people, but mobile achieved that in just 5 years. Now Facebook is visited by 1.23 billion people daily and 1.15 of them are using mobile platforms. We live in a mobile world where everyone has the most powerful medium in their pocket and access to personalized marketing—both for large global brands and local SMBs. Marketing has become democratized and now a small café and a global automobile manufacturer have the same opportunities to connect with consumers on Facebook. Brands and companies can build reach that was previously available only via TV, with exceptional targeting precision that allows them to reach real people.
Speaker: Katarzyna Paliwoda, Partner Central & Eastern Europe - Facebook
Event: Digital Day 2017 - Connected Shopper
Organised by IAB Serbia, May 2017
more info: www.digitalday.rs
12. Source: 1,2 GfK EMEA country profile study, Poland, December 2015
People navigate the offline world with mobile
More than 1 in 4
minutes on
mobile is spent on
Facebook and
Instagram2
3,37h+per day on mobile1
13. 1.9B
on Facebook
each month
1.2B
on Whatsapp
each month
1.2B
on Messenger
each month
700M
on Instagram
each month
Source: Facebook internal data, Q2 2016
17. Source: CPG Campaign measured by GfK GXL, 2016
M17-35
Facebook
94%
Online other
29.5%TV
17.6%
Facebook is the most efficient in delivering contacts to
the intended audience
19. Source: Placeholder text.
Nielsen NetEffect meta analysis discovered ...
-.07%
Clicks do not drive sales / ROI
correlation between Click Through
Rate (CTR) and increased ROI
T H E R E I S A
Source: Nielsen NetEffect meta analysis, February, 2016.
21. Source: Placeholder text.
Clicks aren’t a good
proxy for brand results
T H E R E I S N O S I G N I F I C A N T
R E L AT I O N S H I P B E T W E E N C L I C K
T H R O U G H RAT E ( C T R ) A N D A N Y
N I E LS E N B RA N D E F F E C T M E T R I C S
Source: Nielsen BrandEffect meta-analysis of 478 online global campaigns that ran between Oct 2014 – April 2015
A D R E C A L L
B R A N D
AWA R E N E S S
P U R C H A S E
I N T E N T
-20
0
20
40
60
80
100
0 2 4 6 8
%PointLift
CTR (%)
-40
-20
0
20
40
60
80
100
0 2 4 6 8
%PointLift
CTR (%)
-60
-40
-20
0
20
40
60
80
100
0 2 4 6 8
%PointLift
CTR (%)
Correlation is less than 1%
22. Source: Placeholder text.
Measuring the wrong metrics costs
advertisers more
more expensive than
the 50% of users that
are least clicky
Source: Facebook Marketing Science, internal data, US Mobile News Feed, 28 day average, July, 2016
5.5x
C l i c k y
u s e r s a r e
23. Avg. cost per outcome:
Facebook only
Avg. cost per outcome:
Facebook, Instagram
and the Audience
Network
Costperoutcome
Time Elapsed
Tip 6
Decrease CPMs: choose Placement Optimisation.
24. What KPI’s should we focus on?
AWARENESS
INTEREST &
CONSIDERATION
INTENT
ACTION
BROAD REACH,
LOWER FREQUENCY
MORE TARGETED REACH,
HIGHER FREQUENCY
32. Source: "Neuro Mobile" by SalesBrain (study of 70 US adults, aged 18-49, commissioned by Facebook), May 2015
82%
higher attention for a video
advert viewed on a
smartphone compared
to TV
THE QUALITY OF ATTENTION ON MOBILE IS HIGHER
Similarly,distraction was 79% lower on
a smartphone screen than on a TV
33. On average, Facebook users
who are aged 60 or older take
2.4 times
longer
to consume content than
someone aged under 20.
Source: Global Facebook internal analysis,
data from 9 August – 8 September 2015
People consume content at different speeds
60+years of age
20years and under
39. L U B E L L A ( P O L A N D )
Text overlay
Graphics
39
40. M C D O N A L D ’ S ( A U S T R A L I A )
Visual surprises
40
41. FELIX Sensations Extras, complete and balanced.
No wonder it’s always gone immediately.
N E S T L E
Redefining video
+383%
Ad Recall
+89%
Brand
Awareness
+60%
Top of mind
Awareness
women
42. 42
Cats can feel if FELIX Sensations Extrasis near.Even the most relaxed cat gets up on its legs when
FELIX Sensations Extras is involved.
Even the most relaxed cat gets up on its legs when
FELIX Sensations Extras is involved.