ProgrammatiCon 2017 - The Future of Facebook Ads - Peter Podolinsky, ROI Hunter
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Transcript of ProgrammatiCon 2017 - The Future of Facebook Ads - Peter Podolinsky, ROI Hunter
FUTURE OF FACEBOOK ADSTrends on the social platform:
Video, Offline conversionsand the future
ADVANCED ADVERTISINGPLATFORM FOR FACEBOOK
TODAY’S AGENDA
1. Facebook in numbers
2. A shift in consumer behaviour
3. Video as the new mobile advertising format
4. Measuring offline conversions
5. Retail incubator workflow
6. A retail case study
7. Key takeaways
FACEBOOK FAMILY OF APPS IN NUMBERS
2 Billionon Facebookeach month
1.3 Billionon WhatsAppeach month
1.3 Billionon Messenger
each month
800 Millionon Instagrameach month
MOBILE IS DRIVING GROWTH
global smartphone users
follow a business learn about product take action
2,4B 80% 60% 75%
CONSUMERS HAVE SHIFTED THE ATTENTION TO MOBILE VIDEO
of time spent on digital is watching a
video
of digital video views are on a smartphone
hours of video are watched every day
on Facebook
20% 39% 100M
THE INDUSTRY HAS NOT YET FULLY UNDERSTOOD THIS SHIFT
8T E L E VI SI ONCI NE MA DE SKT OP
16:9
9
Consistent screens and viewing
experiences allowed for consistency in
advertising
:15s:30s:60s
10
Today, people are watching video here
9:16
C U S T O M I Z A B L E F R E Q U E N T F A S T
Source: Why Creativity Matters in the Age of Mobile, Facebook IQ February 2017
3 out of 4 smartphone users
choose to customize the apps on their
home screen Almost Halfof US Adults say they check their
phone
30x per day
41% fastercontent
consumption on mobile than
desktop
Mobile behavior is non-linear
VIDEO AS THE NEW MOBILE ADVERTISING FORMAT
Building video ads to match how people
watch
NEW WAYS FOR PEOPLE TO WATCH, CREATE & SHARE VIDEOS
Feed Video Stories Live BroadcastingEphemeral Messaging
CREATIVE CONSIDERATIONS FOR VIDEO
Does the film capture attention and deliver full message in less than 15s?
Is the core message clear without sound? Does it delight when sound is on?
Is the asset framed for mobile as a vertical ratio?
Did you test and play with variants to find out what works best with your target audiences?
C A P T U R E P L A YD E S I G N F R A M E
OUR BRAINS ARE FAST.REALLY FAST.
0.013
process a thought from an image (2014)M.I.T. 2014 “In the Blink of an Eye” Study
0.00 0.25 0.50 0.75 1.00 sec
process a thought (2014)M.I.T. “In the Blink of an Eye” Study
0.030.00 0.25 0.50 0.75 1.00 sec
0.30
process a thought (2001)St Andrew’s & Parma universities study
0.00 0.25 0.50 0.75 1.00 sec
0.00 0.25 0.50 0.75 1.00 sec
The eternity of 1 second
Source: Spritz inc.
SPEED OF FEED
Our brains are fast
People scroll through 150 feet of content every day
Younger people scroll faster, older people scroll slower
Feed is designed at the speed of people
A video in feed captures attention in the first few seconds
150 feet
Majority of cumulative brand impact createdwithin first 10 seconds of the video view
Source: Facebook commissioned Nielsen to analyze its database of BrandEffect studies, n=173 studies included video worldwide, mid-December, 2014 through mid-February, 2015. Test/control design measured attitudinal impact of an ad campaign.
0 10 20 30
AD RECALL BRAND AWARENESS PURCHASE INTENT
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100%
0 10 20 30
Cum
ulat
ive
Impa
ct(L
ift x
Rea
ch)
0 10 20 30
65%72%74%
2 10 2 10 2 10
38%23% 35%
seconds viewed seconds viewed seconds viewed
Time needed to recall mobile News Feed
content
0.25seconds
Source: “Advertising Exposure Time and Memorability” by Forsh Marsh Group, Oct 15, 2015
If I had more time,I would have
written a
letter.shorter
-Winston Churchill
The way people consume video on mobile is evolving
LONGERSHORT
23Source: Ooyala Global Video Index, 2015
E P H E M E R A L O N - T H E - G O C A S T T OC O N N E C T E D T V V R L E A N B A C K
are watching videos longer than 10 minutes on mobile 1/32/3
of all videos watched on mobile globally were under 10 minutes
MATCHING CONTENT LENGTH AND AD FORMATS TO BUILD YOUR BRAND
IMMEDIATE(on-the-go)
INTERACTIVE(lean-forward)
IMMERSIVE(lean-back)
Cinemagraphs & GIFs
Short, vertical video
Video carousel Canvas
CollectionHorizontal
video
In-stream on Facebook
video
REACH OBJECTIVE BRAND AWARENESS OBJECTIVE VIDEO VIEWS OBJECTIVE
VIDEOCONTENT/ AD FORMATS:
OBJECTIVES:
LiveIG Stories
Messenger Bot
360° video
Video ads tailored to the way people watch
LONGER, LEAN BACK SHORT, ON-THE-GO
Short Video
FEED VIDEO: ON-THE-GO1
Canvas
FEED VIDEO: LEAN FORWARD 2
In-stream
IN-STREAM VIDEO3
MEASURING OFFLINE CONVERSIONS
MOBILE SHIFT IS IMPACTING THE ENTIRE VALUE CHAIN
PEOPLE STILL MAKE MAJORITY OF PURCHASES IN STORESWHILE E-COMMERCE IS GROWING FASTER, IN-STORE SALES STILL DOMINATE
Source: US Census, Quarterly Retail Ecommerce Sales, 2nd Quarter 2017
HOWEVER, DIGITAL INTERACTIONS ARE INCREASINGLY INFLUENCING SALES
of those interactions are on mobile
57%49%of purchases in stores are
influenced by digital interactions
Measure true valueTie ad spend to cross channel
conversions
CONNECTING OFFLINE DATA TO FACEBOOKTO SUPERCHARGE DIGITAL EFFORTS WITH REAL WORLD INSIGHTS
Target more of the right people
Generate audience insights for better targeting
Optimise your performance
Make better decisions based on timely insights
Your Facebook Campaign audience
MATCHING OFFLINE CONVERSIONS WITH FACEBOOK DATATO MEASURE HOW FACEBOOK ADS INFLUENCE IN-STORE PURCHASES
Your Facebook Customers
Your customertransactions
CRM, PoS systems, customers identified by email or phone number
ATTRIBUTEDTRANSACTIONS
Furthest possible attribution event is 28
days
Transaction upload
MATCHING OFFLINE CONVERSIONS WITH FACEBOOK DATATO ATTRIBUTE OFFLINE CONVERSIONS TO CLICKS AND VIEWS
TRANSACTIONS CAN BE UPLOADED90 DAYS AFTER THE ATTRIBUTION EVENT
(click / view)
Click / view Conversion
Advertiser should upload transaction
within 62 days of the conversion
IMPROVEMENTS MARKETERS CAN TAKE ADVANTAGE OFTHANKS TO OFFLINE DATA INTEGRATION
● Retention: Better Custom Audiences
○ Including people who purchase in stores to reach them on Facebook (with relevant cross-sell or up-sell offers)
● Acquisition: Value-based Lookalike Audiences
○ Reaching people who look like your most valuable customers
● Messaging: More relevant messages
○ With better insights from offline transactions
● Results: Improved performance
○ Higher ROAS by reaching more valuable people with better messages
FACEBOOK DIRECTLY OR WITH A MARKETING PARTNER?
NO PARTNER
PROS CONSDESCRIPTION
FACEBOOK MARKETINGPARTNER
Manual uploadsDirect API integrationData partners (in progress)
Managed servicePartner API integrationAutomation
It’s in your hands
Partner takes care of the technical setupSaves timeTechnical skills not neededSupport included
Either manually heavy or IT resource heavy
Fee
OUR ROLE IN THE ECOSYSTEM
Your online data view/add-to-cart/purchase data (Facebook Pixel)
Your offline data(offline conversion events)
3rd party data (Google Analytics)
Product catalog
Performance goals
ROI HUNTER
Dashboard
Performance optimisation
Automation
Dynamic Templates
Support
1. Facebook ads shown to the right people (using more signals)
2. Better looking (advanced dynamic ads)
3. With higher ROI
EXAMPLE OF RETAIL INCUBATOR WORKFLOW
ROI HUNTER TEAM:
CLIENT TEAM:
Professional onboarding (paid program, 4 weeks) Innovations
Facebook pixel
Google Tag Manager
Feed (Crawler) Google Analytics(integration)
Co-managing of campaigns
DPA UP AND RUNNING
Upload of Branches
Self-managing of campaigns
Offline data connect
EVALUATION OF PILOT, AD COUPON
25kIn Conversions
MAX FASHION - RETAIL CASE STUDY26x ROI WITH FACEBOOK OFFLINE CONVERSION
CASE STUDY
26xROI
$564kIn Revenue
Max Fashion: the FIRST retailer in MENA to Utilize Conversion with Incredible Results!
$0.84Cost per Conversion
TECHNICAL SOLUTION
User Converts in Store – User data
sent to CRM
Hashed data transfer to protect
buyer identity
ROI Hunter bridge to Facebook - offline
conversion API
Omnichannel Facebook ads report to evaluate campaign
performance
STEP 1: USER CONVERT ON STORE
● Trade reports are generated
● Including:
○ Customer‘s e-mail and/or mobile number.
○ Transaction value
○ Conversion event ‘Purchase‘
○ Deal time stamp (data / time)
○ Store ID (optional)
User convert on store & user information collected
CRM
CSV / XML / XLS export with deal and user info
STEP 2: HASHED DATA TRANSFER (BY ROI HUNTER)
● User’s data are hashed
● Using Secured Hash Alghoritm 256.
● Facebook doesn‘t accept unhashed data.
● Facebook matches hashed data with real users (~70% match-rate).
STEP 3: ROI HUNTER BRIDGE TO FACEBOOK API
● Connection between client‘s FTP and Facebook API
● Only hashed reports are transferred
● Keeping API connection up to date
● Enables real-time campaign optimisation
STEP 4: OMNICHANNEL REPORTS FOR FACEBOOK ADS
● Online and offline results in one chart
● Seeing offline impact of online campaigns
We help retailers get the most out of Facebook Ads.
Our unique technology allows retailers to integrate more (conversion) signals, online and offline, giving Facebook better
insights for optimisation and achieve higher ROI as a result.
PETER PODOLINSKY
HEAD OF SALES [email protected]+420 724 157 334
Meet me after the presentation with specific questions.
I am here to help.
Busy? Leave your business card and I will get back shortly.