Facebook Advertising Research Conference
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Transcript of Facebook Advertising Research Conference
New data on the effectiveness of Facebook Advertising Research Foundation Conference
June 12, 2012
Top highlights Facebook drives efficiency, effectiveness and ROI
• Seeing earned brand messages increases purchase behavior
• Showing ads to fans and their friends drives in-store purchases
Across 63 campaigns: • 3X ROI or better in 70% of campaigns • 5X ROI or better in 49% of campaigns
comScore Power of a Like
Power of a Like I July 2011
Takeaway
Fans and friends of fans are your most valuable customers
Fans are your best customers
Fans spend 8% more and transact 11% more frequently
Web traffic
Source: The Power of the Like, comScore and Facebook, July 2011 * Numbers compared to average internet user
Brand engagement
Fans conduct 68% more searches
Fans visit the site 5x more
Sales
Source: The Power of the Like, comScore and Facebook, July 2011 * Numbers compared to average internet user
Friends of fans are top customers as well
Sales Brand engagement
Web traffic
8% higher spending by friends of fans
2.5x more site visits by friends of fans
27% more searches by friends of fans
Power of a Like II June 2012
Takeaways
• Fans are still your most valuable customers
• Seeing brand messages increases purchase behavior
• Showing ads to fans and their friends drives in-store purchases
Fans are still your best customers
Source:: The Power of the Like II, comScore and Facebook, June 2012 * Numbers compared to average internet user
Fans spend 131% more and friends of fans spend 104% more
Fans spend 97% more and friends of fans spend 51% more
Fans spend 60% more
Fans spend 109% more
Fans and friends of fans purchase more when exposed to earned brand messages
Source: The Power of the Like II, comScore and Facebook, June 2012 * Numbers compared to unexposed fans and friends of fans
Fans and friends of fans bought 21% more frequently
Fans and friends of fans bought 38% more frequently
Fans and friends of fans also purchase more when exposed to paid media
Source: The Power of the Like II, comScore and Facebook, June 2012 * Numbers compared to unexposed fans and friends of fans
Fans and their friends overall bought 16% more frequently in store and bought 56% more frequently online from this retailer.
Major offline retailer
Facebook ads effectively drive offline sales across many ROI studies
Across 63 campaigns 3X ROI or better in 70% of campaigns 5X ROI or better in 49% of campaigns
Source: Variety of 3rd party methodologies like panels and mix media models, all client initiated
Facebook ads drive offline sales
Return on Investment Sales return by £ invested – by channel
Facebook over delivering on incremental sales
Other Media
Source: Millward Brown case study 2011
Total campaign
Facebook display TV
Online display
For every £1 spent on Facebook display media on this campaign, the client saw a directly attributable sales return of £1.34
£1.16
£1.02
£1.11
£1.34
Sale
s re
turn
by
£1 in
vest
ed
Facebook 9% of media spend
Facebook 11% of incremental sales
Spend
Sales
Facebook is most cost effective driving sales in a cross media CPG campaign Over delivering in terms of sales and efficiency
3X ROI
Premium Target blocks
15% of sales resulting from the media campaign are attributable to Facebook
3.8m people saw the campaign on Facebook who did not see it on TV