Latest Trends in Performance Advertising on Facebook

AGENDA:1. FB at-a-glance2. Ad types3. FBX and WCA

5. Facebook Mobile Retargeting Use Cases4. The Rise of Mobile

6. Research7. Q&A

Facebook at-a-glance

Facebook at a Glance

Reach► 1.28 billion monthly active users

Mobile Reach► 1.01 billion monthly active users

Time Spent► US FB users spend more than 40

minutes per day in Facebook

Mobile Only► 400 million mobile only users

Daily Habit► 829 million people use Facebook on a

daily basis

Ad Revenue Breakdown► 62% of ad revenue is from mobile ads

Ad Types

Right-Hand Column (RHC)

RHC ads Reach to massive FB audience Prominent placement Lower cost than tradition News Feed ads

Desktop News Feed Ads

Mobile News Feed Ads

► Help drive traffic to an advertiser’s mobile web site by targeting desktop site visitors when they browse the Facebook News Feed from a phone or a tablet

Mobile App Install Ads

► Drive mobile app adoption with ads that send users to the Apple App Store or Google Play where they can install the app with a single click

FBX and WCA

Facebook Exchange (FBX) and Custom Audiences for your Website (WCA)

The Rise of Mobile

We’re now in a Multi-Screen WorldDave wants to shop wherever and whenever he wants

Mobile usage is incremental to time spent on desktops

Opportunity

2012

2013

2014

2015

2016

2017

2018

$0B$100B$200B$300B$400B$500B$600B

2012

2013

2014

2015

2016

2017

2018

$0B$28B$56B$84B

$112B$140B

m-Commerce Sales, 2012 - 2018 + 37.2% Y/Y

e-Commerce Sales, 2012 - 2018 + 15.5% Y/Y

eMarketer, US Retail e-Commerce April 2014

Mobile Commerce is Exploding

Yet marketers are still behind in mobile advertising

Facebook Mobile Retargeting Use Cases

Cross-Device Retargeting

► Utilize deterministic device

identification to accurately identify

users across devices

► Retarget your desktop website

visitors on their smart phones and

tablets

► Extend the reach of your desktop

retargeting strategies

► Drive incremental conversions on

your mobile website

Retargeting for Mobile Apps

Retargeted Mobile App Install Ads► Serve Mobile App Install Ads to your

website visitors and current customers

► Drive high quality, high LTV app installs

► Accelerate mobile app adoption

Research

Research

► The CPC for News Feed ads on mobile is 61% lower than News Feed ads on desktop

Research

► Adding FB News Feed ads on mobile to a retargeting mix of web and desktop adds an average of 3.8% incremental conversions

► By adding mobile to an existing campaign mix of web retargeting and News Feed ads on desktop, advertisers see on average 29% more clicks

Top Verticals

Apparel, Technology and Beauty are the top verticals with the quickest adoption of mobile ad sizes

Apparel

Technology

Beauty

Top Performing Vertical

Media & Entertainment

Media & Entertainment serve the highest-performing mobile campaigns

News FeedEncouraging numbers vs. web retargeting

► News feed on desktop: CTR is 8.1x higher than web retargeting

► News feed on mobile: CTR is 9.1x higher than web retargeting

► News feed on desktop: 24% lower CPC than web retargeting

► News feed on mobile: 70% lower CPC than web retargeting

Reach and Performance

AdRoll Inventory Analysis

AdRoll Inventory Analysis

For more info download our guide!

Download the report:http://www.adroll.com/facebook-mobile-report-2014

Questions?

For additional questions contact: delight@adroll.com or your account rep.

Thank You !