Reach and Impact of Facebook - The role of Facebook within the media mix – a focus on Mobile Advertising #AFBMC

1 © GfK November 5, 2015 | Reach and Impact of Facebook | All Facebook Conference Berlin | Florian Renz

Reach and Impact of Facebook The role of Facebook within the media mix – a focus on Mobile Advertising

© GfK 2015 | AllFacebook Marketing Conference | Florian Renz | Berlin, November 5, 2015

#AFBMC


Source: Twitter Search „#AFBMC“, Nov 4, 2015


How relevant is

Facebook today for

marketing?


Agenda

Reach & Usage of

Facebook

Facebook

Deep Dive

Award-Winning

Measurement

Ad Efficiency


Facebook compared to other

digital touchpoints …


Source: GfK Crossmedia Visualizer; Base: Online Population Germany 14+ (May 2015)

Almost 80% of the online population is using at least one of the

Facebook properties – at least once a month

78,9%

43.46 M.

Unique User

Net reach = at least one time visited within one month (May 2015)

(Facebook, Facebook Messenger, Whats App, Instagram) // includes

users visiting Facebook pages w/o being necessarily registered


Facebook Properties with high net reach over all devices //

Google Search is number one in Germany

72%

11%

57% 32%

84%

67%

62%

57%

56%


31%

31%

30%

29%

28%





Relevance of all Facebook properties is much higher for young

target groups 14-29 than for the total population


14+

14-29

72% 11% 32% 57%

89% 26% 59% 86%





Facebook users constitute a diverse and broad audience, whereas the

Messenger app and Instagram reach very young target groups.

Source: GfK Crossmedia Visualizer; Base: Online Population Germany 14+ (May 2015) *Based on MA 2015

50+ years 27,7

40-49 years 21,1

30-39 years 19,0

14-29 years 32,4

50+ years 20,3

40-49 years 19,6

30-39 years 20,3

14-29 years 39,5

50+ years 13,7

40-49 years 17,1

30-39 years 21,9

14-29 years 47,2

50+ years 10,2

40-49 years 12,3

30-39 years 16,9

14-29 years 60,7

3,000+

€

31,5

1,500-

3,000 €

45,7

0-1,500

€

23,0

3,000+

€

35,9

1,500-

3,000 €

45,2

0-1,500

€

18,8

3,000+

€

34,2

1,500-

3,000 €

45,0

0-1,500

€

20,7

3,000+

€

32,9

1,500-

3,000 €

41,0

0-1,500

€

26,1

Age profile of users

Income

Online Pop.*

26,2

17,0

21,6

35,2

21,0

47,0

31,9


Source: GfK Crossmedia Link; Base: Smartphone Population Germany 14+ (May 2015)

23% of the total smartphone usage is spent on WhatsApp.

The Facebook App follows on rank 2 with 12%

2,5%

22,8%

12,3%

1,9%

40% of the total time spent

on smartphones is driven by WhatsApp,

Facebook, Facebook

Messenger and Instagram


Summary 1: The role of Facebook in Germany

1

2

3

Almost 80% of the German online

population can be reached via the

„Facebook Family“

Facebook, WhatsApp, Messenger

and Instagram are part of the

touchpoints with the highest net reach

Facebook with a broad audience –

Instagram especially for the younger

(with higher net income than on avg)

What you need

to know

4 Facebook is mobile! 40% of time

spent on smartphones is driven by

the “Facebook Family”


The role of market research …


Purchase and Online usage are measured for the same

consumers*

Browser Add On: captures browser content

Purchase Data GfK ConsumerScan

FMCG Purchase Data.

GfK ConsumerScope

Data for non-food

categories

Online Measurement* GfK Crossmedia Link

Desktop / Laptop usage

Smartphone / Tablet usage

Product Scanning: Panelists reporting their purchase acts

Leo Trace Mobile: captures usage of smartphones and tablets

* Purchases are measured within a larger group of consumers than online and especially mobile usage; online/mobile data is therefore imputed to total online mass


The GfK Crossmedia Link is a Subsample of the Purchase

Panel, encompassing 19.000 Panelists

Panelsizes = installed base

*ConsumerScan: in home scanning for FMCG

Consumer Panel Nonfood: covering Durables

ConsumerScope: Special panels for travel, entertainment, finance.

panel sizes on request

GfK

Consumer Panels*

65.000 Panelists 14+ years

(30.000 HH)

GfK

Crossmedia

Link

19.000 Desktop

Panelists

14+ years

TV Sub-Sample

12.000 Desktop + TV Panelists 14+

Mobile/Tablet Sample

2.700 Desktop + Mobile/Tablet

Panelists 14+

TV measurement for ad contacts only

Does not cover spots between 1-6 am, No

guests, no time shifted usage


More than 400 Crossmedia Link Studies since 2008

Clients of GfK Crossmedia Link (Extract)

FMCG Non-FMCG

http://www.yves-rocher.de/control/main

http://upload.wikimedia.org/wikipedia/commons/4/48/Deutsche_Bank-Logo.svg


…and what about the measurement

of mobile ad contacts?


Finding the FBID in GfK’s HTML traces

Browser Add On:

captures browser content

The “Key”

The Facebook ID


Trusted

Third

Party

GfK sends hashed FBIDs of

its panelists to TTP

FB sends hashed,

anonymized data on ad

impression

GfK receives only data

for its panelists

The Facebook Linking Project: How it works

Connecting FB ad data and GfK Crossmedia Link


Advantages of GfK Facebook Data Link

Measuring all devices

and all locations:

100% Paid Media Contacts 1 No setup necessary

No Tagging 2 Retrospective

analyses available 3 http://www.iabeurope.eu/files/9914/3220/40

92/Press_Release_IAB_Europe_Research

_Awards_2015_Winners_Announced.pdf


What we have learned …


Overview of analyzed campaigns in 2014/15

with GfK Facebook Data Link

1

2

3

4

Insights from 18 campaigns

… from different verticals, mainly fast moving consumer goods but also

retailer, automotive, entertainment and telecommunication

… ran from autumn 2014 to summer 2015

… with > 50,000 Euro spending on Facebook


On average highest net reach via Facebook Mobile Ads

(compared Desktop Ads)

Source: GfK Crossmedia Link. Base: selected FMCG Crossmedia Studies in Germany 2014/2015

Facebook Right

Column Desktop

Facebook Newsfeed Mobile

3,8%

11,4%

Facebook Newsfeed Desktop

3,1%

8,8% Reach in Media TG

Total reach

13,8% 30,8%

Average of

Facebook Data

Link campaigns

Media TGs mainly defined by age and gender

as “women 25-39 years”


High accuracy of reaching the targeted group via Facebook –

at the cost of reach, which is limited


76% of persons reached are

within the targeted audience

Based on age and gender targeting as “women 25-39 years”

76/100

in TG.

Average of

Facebook Data

Link campaigns


Cost per GRP: Facebook Mobile with higher costs than

desktop – based on total population base

5.338

3.091

Facebook Mobile Facebook Desktop NF

Cost per GRP in €

Total Population


Average of

Facebook Data

Link campaigns


Due to accurate targeting: Cost per GRP within target group

especially for Facebook mobile much lower

Target Group


Cost per GRP Total vs. in TG in €

Average of

Facebook Data

Link campaigns

5.338

3.091

1.2231.432

-53,7%

Facebook Desktop NF Facebook Mobile

-77,1%

TGs mainly defined by age and gender

as “women 25-39 years”


Source: GfK Crossmedia Link. Base: four FMCG Crossmedia Studies 2014/2015 (Benchmark: 150 studies 2008-2015)

Average increase

in the number of

purchase records for

group mobile contact vs.

group without mobile

contact

1,42

Average short-term uplift factor

The average uplift factor shows in what way the purchase behavior of people changes due to contact to the campaign: average increase of purchase volume of

households with campaign contact (average) vs. households without campaign contact (factor=1,00) in an average campaign week.

Uplifts for other online channels (median):

Display 1,18 / Online-Video 1,35 / Search 1,29 (GfK Crossmedia Link Benchmark FMCG Campaigns, 2008-2015)

First results for Mobile Ad effectiveness shows:

Significant short-term uplifts for Facebook Mobile Ads


… and what about the ratio of costs and revenue?

1

2

3

4

Lets compare the gross costs for

each media channel with the

short term incremental sales

impact

controlled by:

1.) Previous purchase behavior of

consumers

2.) Price Promotion

3.) Other media channels

Return on Investment

(gross / short term)


0,110,19

0,60

0,26

0,080,05

Facebook (Data Link)

0,99

Media Channel 5

1,15

Media Channel 4

0,35

Media Channel 3

0,24

Media Channel 2

0,91

Media Channel 1

0,35

Facebook with valuable short term return on media investment

1,75 4,22 3,93 Best in Class

0,19

0,48

0,13

0,83

0,44

1,26 1,69 1,61

0,19

Source: GfK Crossmedia Link Benchmark FMCG Campaigns Germany, 2008-2015

Results in Euro:

- Based on gross spending

- Only short-term effects

- Not shown: differences in reach

by different channels

median


Summary 2: Facebook Ad Efficiency for Mobile

1

2

3

Facebook Mobile offers high reach in

comparison to other online media and

effective targeting opportunities

Use Facebook mobile for incremental

reach. And: Facebook with valuable

short term Return on Investment

GfK Facebook Data Link offers a

worldwide unique opportunity to quantify

the impact of Facebook Mobile and to

compare it within the marketing mix

What you need

to know


Renz, Florian

Senior Manager

GfK Advanced Business Solutions (ABS) | Office Hamburg

+49 40 55 6159 94

Email: [email protected]

#AFBMC