Facebook Engages Consumers Across Mobile Devices with Relevant & Interactive Creative at Scale Driving Results:
Discover how marketers across verticals can utilize rich media within Facebook to connect with their consumers, increasing brand awareness, CTR, and engagement rates across mobile platforms. Learn how big brands can couple Facebook's unmatchable reach and targeting capabilities with dynamic and interactive creative to measure and understand user engagement within a social environment, going beyond "Likes."
Boost Fertility New Invention Ups Success Rates.pdf
2013 iMedia Agency Summit Presentation - The Future of Social is Rich!
1. David Simon SVP of Strategic Development at PointRoll
Todd Pasternack VP of Product Strategy at PointRoll
The Future of Social is Rich!
Facebook now engages consumers across mobile devices with interactive rich and relevant creative
delivered and targeted at scale.
2. Over YOU population will
the US
DID 50% ofinternet by mobile device
be browsing the
in 2014.
KNOW?
3. That’s are over
And over 114 million of
There 36% of the
total will be mobile
themUS population!phone
146 million Facebook
Facebook users
users in the US. by 2014
9. WHAT IF WE COULD COMBINE…
FACEBOOK
WITH
RICH ENGAGING CREATIVE
874 MILLION MOBILE MONTHLY
AVERAGE USERS
ENGAGING, RESPONSIVE
CREATIVE
UNPARALLELED AUDIENCE
TARGETING*
REAL-TIME MARKETING
(DYNAMIC)
NATIVE AD EXPERIENCE
150+ PERFORMANCE METRICS
*First and third party
12. ED’S RECENT
ONLINE BEHAVIOR
Bought a snow blower
Signed up for hot yoga
Bought a bouncy castle
Spent over 72 hours on
his mobile phone using
Facebook last week
20. GOAL
CASE
STUDY
The goal was to drive consumer action from in-hand
technology and expand their Facebook reach and
page exposure.
21. CASE
STUDY
PERFORMANCE
FACEBOOK
PERFORMANCE
•
Total Reach 8,312,024
•
Page Likes 6,914
•
Engagement Per Like 187.97%
•
Total CTR*: 17.28%, (17.17% higher than
PointRoll’s mobile benchmark of 0.11%)
•
Interaction Rate*: 0.81% (0.13% higher
than PointRoll’s mobile benchmark of .68%)
•
Activity Rate*: 44.53% (44.10% higher than
PointRoll’s mobile benchmark of 0.43%)
Page Engagements 12,996
•
MOBILE RICH MEDIA
PERFORMANCE
23. ED’S FRIENDS
752 Facebook friends
Belongs to following groups:
•
•
Taylor Swift Fans
•
Crocs on my feet
After Shower Selfies
Created a group for his neighborhood
Fantasy Football League
Created his own Facebook Fan Page
called “Asian Dragon Tattoos”
28. GIVE ED A TRY!
Ed Facebook Campaign
Impressions Served = 78,862
Total Expansions = 939
Expansion Rate = 1.2%
79.4% of people who expanded the ad also
interacted with the unit
116 users Liked, commented or shared Ed’s story
Demographics:
•
Male= 62
•
Female = 38
29. GIVE ED A TRY!
Ed App Engagement
20% of engaged users granted PointRoll
permission to use their private information
31% of app users shared their customized
ad with their Facebook Friends
•
Total Impressions of user custom
campaigns shared = 2032
News Feed = 1024
Timeline = 372
Ticker = 636
Total amount of users who clicked on
shared ad = 133
30.
31.
32.
33. FINAL THOUGHTS
Social Targeting + Rich Creative = Deep Engagement
Permission-based Advertising = Long-Term Engagement
Social Media Relationships = Brand Advocacy
34. #THANKYOU
David Simon SVP of Strategic Development at PointRoll
Todd Pasternack VP of Product Strategy at PointRoll
EMAIL: dusimon@pointroll.com
EMAIL: tpasternack@pointroll.com
@simondavidu
@toddpasternack
FACEBOOK CURRENTLY TARGETS USER'S LIKE ED USING ALL THE INFORMATION IN HIS PROFILEFACEBOOK SERVES AD'S RELEVANT TO ED ON HIS FACEBOOK NEWS FEEDNO ENGAGEMENT / INTERACTIVITY FOR ED TO EXPERIENCENO PURCHASE FUNNEL FOR EDED ENJOYS ONLINE ADS RELEVANT TO HIS INTERESTS BUT DOESN'T GET AN ENGAGING EXPERIENCE WITH THE BRANDS HE LIKES ON FACEBOOK
And rich media is growing: eMarketer estimated in December 2012 that $1.82 billion was spent in the US on rich media ads that year, up from $1.65 billion the year before. And this year the format is expected to attract more than $2 billion in spending from US advertisers.
Waiting for Todd’s feedback
Ad content comes from the page/URL outside of Facebook and is posted to a brands timeline.The ad unit starts with a thumbnail in the users news feed and upon click/tap on the thumbnail image, the ad expands to a specific size on desktop and to full screen on mobile/tablet devicesUsers can comment on the ad unit, share, and like.Click on demo.
Ad content comes from the page/URL outside of Facebook and is posted to a brands timeline.The ad unit starts with a thumbnail in the users news feed and upon click/tap on the thumbnail image, the ad expands to a specific size on desktop and to full screen on mobile/tablet devicesUsers can comment on the ad unit, share, and like.Click on demo.