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Illustrating the consumer journey on Facebook
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Illustrating the consumer journey on Facebook from initial impression to conversion
James Patterson Director of Client Services - EMEA
The Trade Desk UK
+10 years of digital experience, previously with:
• Kenshoo• Havas• Mediacom
The Trade Desk Solution: Pure Buy Side
Multi-Channel RTB
Massive Scale
DMP
Data Marketplace
Predictive Audience LearningHyper-Granular Targeting
Best In Class Reporting
Cross Channel Attribution
Brand Safety & Viewability
Programmatic Direct
SOCIAL BUYING, REAL-TIME BIDDINGMarketers use their own data, and third-party data, to retarget and target users when they are accessing Facebook on desktop
Right-Hand Side
News Feed
Targeting Advertising
• Geo, Demo, Interest• Social (Fans & FOF)
• Custom Audiences
• Geo, Demo, Interest• Social (Fans & FOF)
• Custom Audiences
• Facebook Exchange• Custom Audiences
• Facebook Exchange• Custom Audiences
• Logout Experience (LOX)
• Page post ads (Video, Photo, Question)
• Sponsored stories (Video, Photo, Question)
• Page Like ads• Sponsored stories
(Page like)
• Domain ads• Page post ads (Event, Offer, Link)
• Sponsored stories (RSVP, claim, link)
• Mobile app install ads
• Page post ads (Event and Offer)
• Sponsored stories (RSVP, claim, open graph)
Measurement
• Brand Study
• Brand Study• View Through tracking
• Conversion Tracking (3P View Tags, FB pixel)
• Offline Conversion Tracking (Datalogix)
• Brand Study• Conversion Tracking
(Continuous Conversions)
FBXMeeting lower-funnel objectives
SOCIAL LAYERINGFacebook allows users to interact with ad units as they would organic content
Comment “Like” Share
VIRAL METRICS ARE AVAILABLE
• CTR is always going to be a good indicator of an ad’s efficacy, but these social options bring a whole new measurement of success to performance-oriented campaigns.
• For example, the paid distribution of AdRoll’s very first News Feed ad (shown below) gained another 1,867 views from connections of those who had liked, commented, or shared our ad.
Targeting Advertising
• Geo, Demo, Interest• Social (Fans & FOF)
• Custom Audiences
• Geo, Demo, Interest• Social (Fans & FOF)
• Custom Audiences
• Facebook Exchange• Custom Audiences
• Facebook Exchange• Custom Audiences
• Logout Experience (LOX)
• Page post ads (Video, Photo, Question)
• Sponsored stories (Video, Photo, Question)
• Page Like ads• Sponsored stories
(Page like)
• Domain ads• Page post ads (Event, Offer, Link)
• Sponsored stories (RSVP, claim, link)
• Mobile app install ads
• Page post ads (Event and Offer)
• Sponsored stories (RSVP, claim, open graph)
Measurement
• Brand Study
• Brand Study• View Through tracking
• Conversion Tracking (3P View Tags, FB pixel)
• Offline Conversion Tracking (Datalogix)
• Brand Study• Conversion Tracking
(Continuous Conversions)
FBXMeeting lower-funnel objectives
THE CONSUMER JOURNEYMapping the FBX effect from initial impression to conversion
Mercedes + agency target new dads looking for safe sedans
THE CONSUMER JOURNEYMapping the FBX effect from initial impression to conversion
Dad sees video ad on TopGear online episode
THE CONSUMER JOURNEYMapping the FBX effect from initial impression to conversion
Visits Mercedes site, looks at safety pages
THE CONSUMER JOURNEYMapping the FBX effect from initial impression to conversion
Within 5 minutes, is retargeted on Facebook via FBX Right-Hand Side ad
THE CONSUMER JOURNEYMapping the FBX effect from initial impression to conversion
2 days later, targeted with display ad for local dealer & pricing info on phone
THE CONSUMER JOURNEYMapping the FBX effect from initial impression to conversion
2 days later, sees that two friends like Mercedes via a News Feed ad.
THE CONSUMER JOURNEYMapping the FBX effect from initial impression to conversion
Visits Mercedes page to Contact a Dealer.
THE CONSUMER JOURNEYMapping the FBX effect from initial impression to conversion
Target audience is converted: Dad purchases Mercedes-Benz S-Class Sedan
Source: Adroll “Facebook Exchange News Feed by the Numbers” June 2013
NEWS FEEDA recent study showed a 62% jump in total clicks for campaigns running FBX and then adding in News Feed creatives.
PROSPECTING RETARGETING
100x7223%
160x60011%
180x1501%
728x9030%
300x25034%
FBX 100x7215%
160x60025%
180x1507%
728x9022%
300x25031%
FBX
VOLUME FBX represents meaningful volume within campaigns
RESULTS Retargeting CPMs on FBX were significantly lower than the rest of RTB
Prospecting Retargeting $-
$0.50
$1.00
$1.50
$2.00
$2.50
CP
M
FBX
Rest of RTB
RESULTS FBX had a 2x lower CPA versus all other inventory in the campaign
FBX
Rest of RTB
Prospecting Retargeting
CP
A
DATA PRICINGThe percentage of spend model will outpace the CPM model across the industry
The Data Alliance
Other Data Providers
Media Cost $0.30 $0.30
Data Model % of Spend – 12%
CPM
Data Cost $0.0336 $0.75
Total Cost $0.34 $1.05
James Patterson Director of Client Services
@TheTradeDeskIncTheTradeDesk.com
THANK YOU
