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Nicola MendelsohnVP EMEA, Facebook
1 % D O N E : B U I L D I N G A C O L L A B O R AT I V E F U T U R E F O R M O B I L E
Can you do a static Jetsons slide here as the video will be too distracting to play the whole time
80%
0%
40%
60%
50%
1962 1964 1966 1968 1970 1972 1974 19761963 1965 1967 1969 1971 1973 1975 1977 1978
Colour TV take over
Jetsons launch
% o
f col
our T
V’s
in h
ouse
s
Colour TV overtaking black and white: Television History, The First 75 Years
Source: KPCB, ‘Internet Trends Report’, May 2016
% of Time Spent in Media vs % of Advertising Spending
25%Time spent 12%
Ad spend
P E O P L E A R E M O V I N G F A S T E R T H A N B U S I N E S S E S
VR/AR
Text
Photos
Videos“Wow, Amsterdam
is so beautiful!”
5x longerlooking at video than static content across Facebook and Instagram.
People spend
Kantar Media, Video in Mobile Feed (Facebook IQ-commissioned research), September 2016
O N - T H E - G OL E A N
F O R W A R DL E A NB A C K
This is divine - I could watch all day...
Totally watching this again
The best 10 mins so far today -thank you xxx
Gorgeous - I love it. Thnx Tommy
ON- T HE - GO1
VI DE O
L E AN BACK3
L I VE
L E AN FORWARD2
CANVAS
Community growth
2017
700m
600m2016
500m
400m2015
300m2014
200m
2013
150m
2012
80m
201110m
20101m
Instagram Stories
Source: Instagram Internal Data, April 2017.
Instagrammers now use stories every day
200m+
2increase in ad recall33pt
increase in product awareness+6pt
people reached6m
mobile
Think should be be someone watching tv and mobile at the same time, rather than tv on mobile
20%
0%
5%
15%
10% % o
f wat
cher
s act
ive
0 20 40 60 80
minutes of show
We analyzed the season premiere of a very popular cable television show. In a survey of 537 people who said they were watching the show, their usage of FB went up at EVERY commercial break.
Commercial Show Pre/post show
20%
0%
5%
15%
10% % o
f wat
cher
s act
ive
0 20 40 60 80
minutes of show
We also looked at the Facebook activity of the 1779 people that responded to the survey that they did not watch the show. The figure below shows no discernible difference in activity during the commercial breaks.
Commercial Show Pre/post show
BusinessOutcomes
incremental reach alongside TV10%
lift in campaign awareness on top of TV27%
T H E C O M M O N D E N O M I N A T O R I S P E O P L E
TVCTR
GRP
Desktop
MobileCPM
In-AppCPA
Measuring the wrong metrics costs advertisers more
50% 25% 15% 10%
1x cost 1.7x cost 2.5x cost 4.9x cost
Less clicky More clickyUSER CLICKINESS
5.1xmore expensive than the 50% of users that
are least clicky
CLICKY USERS ARE
Source: Facebook Marketing Science, internal data, Mobile News Feed, UK, France, Spain, Germany and Italy, for the first 28 days of April 2017
Cookies alone distort results
Source: 1: Atlas Internal Data, May, 2016; 2: Nielsen UK Digital Ad Ratings through September, 2016;
overstatement of reach158%
accuracy in broad age and gender targeting254%
understatement of frequency1135%
Note: “Higher mobile” is defined as campaigns with mobile share of impressions > 68% (median); 25 lift studies across all industries from 5/15/2015 to 8/26/2015 with at least 2 weeks of data and positive and significant incremental conversion events, only Facebook campaigns that included the Facebook conversion pixel
Percentage of incremental revenue caused by Facebook ads not captured by 24-hour click models
Last click attribution undermines how well your ads are working
54%
H I G H E R M O B I L E A D S P E N D
22%
L O W E R M O B I L E A D S P E N D
People based measurement
Measurement partners
Thank you
Measurement partnersAppendix: 28 partners
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