View
541
Download
7
Category
Preview:
Citation preview
Rune Paulseth Country Manager Norway @runepaulseth
business
It’s all about:Marketing objectives Your story The people that matters to your business
Relevanciness
Interestingness
Effectiveness
Relevanciness
So,What’s happening?
129 mins/day
137 mins/day
Source: http://www.millwardbrown.com/adreaction/2014/#/main-content – usage among 16–45-year-old multiscreen users (Germany)
Mobile is not a technology, It is a consumer behavior
This isn’t merely about finding information.
People discover what matters to them
People discover what matters to them in their Feeds
Daily use of mobile services in Norway
Source: Facebook official user nr’s, TNS Gallup mobile top list week 16/2015 , Ipsos SoMe tracker Q1.15
14 Times log in pr day on mobile
Facebook, global average
Facebook VG Mobil DB Mobil TV2 Mobil Nettavisen Instagram Twitter Snapchat Daily users 2,200,000 1,119,553 552,947 539,858 537,447 754,000 198,000 990,760
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
Axi
s Ti
tle
Daily users
Facebook in Norway
Every day Every month
That’s
of Internet users in Norway (12+)
80%
86%
people daily people daily on mobile
people monthly people monthly on mobile
2.8M 2.2M 3.2M 2.8M
Source: Facebook Internal Data based on stated and inferred data, average for Q2 2015. Percentage of Internet users calculated with data from eMarketer, May 2014.
of monthly active users return daily
Consumers have more control than ever
Customers just expect it personal now
The importance of personal relevance for all people who use our products will drive the future of marketing
This is the new normal
….and digital video is growing rapidly
Source: eMarketer April 2014 data; includes time spent multi-tasking across platforms
Digital +267%
TV -2%
60% of people use two or more devices per day. Nearly 25% use three devices per day.
Source: GfK, 2014; US & UK; n=~2000
25%
Relevanciness
Interestingness
Discovery of video
People view because they
want to
Video viewing on Facebook is taking off
Source: Facebook internal data, Q1 2015
videos views per day
>4B >75% video views per day happen on mobile
>50% of people on
Facebook watch a video every day
in Norway
Norway:
1,4M+ video views every day
Videos come to life where people discover what matters to them
Auto play video ads:
People experience your client’s message as part of their every day experience on Facebook
Facebook is the top source of how people discover video
Tom’s brother, Daniel
Tom’s best friend, Lindsay
Your Message
Source: Millward Brown AdReaction, US, 2014.
50%
0%
25%
Use by Dm
e of day
6am 6pm 6am
Smartphone
TV
Mobile provides an opportunity to reach people throughout the day
People reached on Facebook
TV & Facebook
People reached on TV
FB exclusive
Quelle: GfK (Media Efficiency Panel)
Facebook drives incremental reach to TV
Incremental Reach +28% to TV
1pm 2pm 3pm 4pm 5pm 9am 10am 11am 12pm 6pm 7pm 8pm 9pm 10pm
On Facebook, primetime is all the time
Marketers can be in the palms of consumers’ hands
Facebook will help you extend your TV investment
Extend your reach
Extend beyond the living room
Extend your campaign length
Get Creative
The 3-second-audition
Cinemagraphics
Sponsored ・TIME
TIME's new cover: Never Offline.
The Apple Watch is just the start. How wearable tech will change your life—like it or not. http://ti.me/1qiDf9Q
1,097 Likes 22 Comments
Redefining ‘motion’
+
Sponsored Dawn of the Planet of the Apes
They’re coming…
Video Ad Products
…and follow-up with the people who viewed your video with a benefit-driven message
Video remarketing allows brands to share a story over time
Begin your story with a purpose-driven message…
Watches your video
Doesn’t watch your video
Sequenced Storytelling: Remarket to Video Viewers have already shown an interest in your brand
Since he has has seen
your video…
…you can target him with another video to continue sharing your story
Optimize for video views, reaching the people who will find the video most relevant
Adding a call-to-action enables brands to drive consideration and affinity after capturing attention
Advance people through the
marketing funnel
Reach the right people with relevant
creative
Bring your brand to life at the centre of
discovery
Facebook video ads offers the ability to…
Carousel Ads
Percentage of views at various
moments throughout your
video
Average time
watched
How many people watched at least 3 seconds of your
video or 30 seconds of your
video
Sample data
More comprehensive reporting provides a quicker understanding of video and campaign performance
Optimize for video views or reach
Auto-play functionality
Video remarketing
Call-to-action
Reach your desired goal
Enhanced discovery
Sequenced storytelling
Generate response
What’s new? What’s in it for me?
Public view counts
More comprehensive reporting
Visualized performance
New insights delivered in real-time
Relevanciness
Interestingness
Effectiveness
Advanced Targeting
Reach more of the right people
Before Now
Massive reach once meant mass message
Audience Your ad
Now you can achieve reach while delivering relevant messages to segmented audiences
Current customers
Website visitors
High LTV customers
Latent customers
Marketing has changed
Gender: Female
Age: 28 years old
Country: NO
Likes/Interests: • Brand: Adidas • Sport: Football
Language: Norwegian
Devices: • iPhone • Android tablet
Behaviours: • Engaged Gamer • Early technology
adopter
How do you reach only the most relevant people?
Customer? • Yes • Type: High value
The power of Facebook Targeting
Core Audiences
Lookalike Audiences
Custom Audiences
Sophisticated targeting with unsurpassed accuracy
Reach the people you already know
Find more people like your best customers
Matched targets
Email addresses Phone numbers, iOS IDFAs
Facebook User IDs, App User IDs
People you know Direct or through third-party
People from your website People from your mobile app
Facebook People you know on
Custom Audiences Reach your specific customers or prospects at scale
Lookalike Audiences
…and people who look like them
Fans of your Page Website visitors Mobile app customers People you know
Find people who look like your customers and prospects
Use Core Audiences to segment your audience Online and offline
sources Targeting types
Location
Interests
Demographics Partner
Categories
Sample segments
Age and gender
Engaged gamer
Interested in shopping
Living in Berlin
Android phone user
Behaviors
Check Katy
Your target audience
People who look like Converters
People who look like your fans
People who look like your website
visitors
People who look like your e-mail
subscribers
Planning for success
Ensure your target audience sees your video—optimize for views or for predictable reach and controlled frequency
Move people who watched your initial video down the funnel by showing them a second or third video
Include a call-to-action inviting people to interact further with your brand
Drive consideration
Drive awareness
Drive affinity
Advance people through the funnel with an end-to-end marketing solution
Bidding types are optimized for different objectives
Keys to success Reach …the right target group …with sufficient level of the target group …with optimal frequency
Bas
ics
How
Invoke reaction (creative) Build top-quality creative Less is more Innovate with video
Measurement Did I reach the right number of people and the right type of people? Did I improve my brand’s image and change the attitudes of customers? Did I cause a customer to act—to buy a product?
1
2
3
Targeting
Media planning & buying
Setting right KPI’s & tracking
Spørmål??
Takk for meg J
runep@fb.com @runepaulseth
For mer inspirasjon, caser og innsikt gå til; www.facebook.com/business
Recommended