1 1 11 de Abril 2014

Facebook Direct Response

Awareness

Acções e Conversões

Fidelizar

A Solução Facebook depende dos objectivos de Marketing

Source: Facebook Internal Data, Feb 2014

      5.2  MILHÕES    

UTILIZADORES  ACTIVOS  POR  MÊS  

AUDIENCE – PORTUGAL

35%  (1.8  MILHÕES)  

58%  (3  MILHÕES)  

7%  (400  MIL)  

Regressam    Diariamente  3.5  M  

48min  Tempo médio por dia

Mulheres 25-44: 78% Homens 25-44: 80%

Jovens 13-29: 99% Maiores de 55: 15%

Penetração Facebook na População Portuguesa

-

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

1,800,000

8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 1 2 3 4 5 6 7

Número de utilizadores Médio por Faixa horária

Dom

Seg

Ter

Qua

Qui

Sex

Sab

Utilização do Facebook em Portugal

Fonte: Facebook Internal Data período 1 de Dezembro 2013 a 4 de Janeiro de 2014. Inclui tráfego Desktop e Mobile

Alcance mais pessoas do que os Canais de Televisão

Número Médio de Tele Espectadores por hora

Fonte: CAEM; Facebook internal Data, janeiro de 2014. Os dados do Facebook refletem o alcance on-line e móvel.

0

200

400

600

800

1.000

1.200

1.400

1.600

H O R Á R I O N O B R E ( 1 9 h - 2 3 h )

O Facebook pode ser uma ferramenta muito eficiente para gerar Vendas e conversões / Leads

Cost per Order/Lead, DMA (US) 2012 Facebook Oct 2012: Based on average cost per claims and an assumed 10% redemption after users claim an offer, which will likely vary depending on the offer

Cost per order/lead across industries

Julie Pellet EMEA Direct Response Specialist

Before Now

Mobile is not a trend

Source: Business Insider Global Internet Access Device sales chart, Jan 2013

2000 2004 2008 2012

Personal computer

Tablet

Smartphone

1,200,000,000

800,000,000

400,000,000

0

Q4 2011

As your audiences continue to shift to mobile, mobile apps are taking center stage

Total minutes spent on mobile apps vs. mobile web

80%    of time on mobile is

spent in apps

Mar ‘11 Jan ‘12 Aug ‘12 0

20

40

60

80

100

120

140

160

Apps

Mobile web

Min

ute

s sp

ent

per

mo

nth

(bill

ion

s)

Source: “Flurry Five-Year Report: It’s an App World. The Web Just Lives in it.” Flurry Blog. April 2013.

Search Discovery

Source: eMarketer/iPerceptions, Q3 2011

People doesn’t know what they want to buy

Reasons for visiting an e-commerce website

20%  Buy

80%  Discover, compare

The path-to-purchase is complex Are you reaching them where they are converting?

start shopping on one device and continue

on another

67%    

Source: comScore/PayPal “Reaching the Connected Consumer” Custom Surveys, Oct 2013

Your Brand in the most engaging platform and on every devices.

Reach more of the right people

Make insightful decisions

Drive action across devices

The power of Facebook’s direct response solution

TARGETING

Reach more of the right people

All the people who matter to your Brand/your website

Use data to reach more of the right people

Facebook data

Interests Behaviors Connections Location Demo

Your data

Custom Audiences

Past purchasers

Highest LTV customers

Members of loyalty programs

Third-party data

Partner categories

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 Chicago

Android phone user

Behaviors

Reach your target audience

Source : Données internes Facebook basées sur des données relevées et déduites, mars 2013

1.2M  Women 18-34 yo

420k  Mums

160k  Women, ipad

owners, + 18 yo

Find people you already know with Custom Audiences

Current customers

Promote your products or services on any device they use Facebook

Data you own

Man 30–34 Woman 18–24

People who visited your website or

mobile app

Matched targets

How Custom Audiences work

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 Facebook

Custom Audiences Use Cases

Customer activity-level testing

Targeted to:

Frequent flyers

Business-class passengers

SAS - Gaining efficiencies Used precise targeting to obtain the best performance on Facebook

54X  return on ad spend

across the marketing funnel

Find people who are similar to the people you know with Lookalike Audiences

Lookalike Targeting

He’s on the market for a car insurance

She recently purchased

And these people are just like him

And these people are just like her

Fans of your Page

Data you own

Your Custom Audience

Facebook Exchange Dynamic remarketing on desktop

15x  return on ad spend using Facebook Exchange  

ROI

Convert browsers to bookers Retargeting on Facebook

FORMATS

Drive action across devices

Your Brand in the most engaging platform.

Right Hand Side Desktop News Feed Mobile News Feed

Link Ads

Put your products at the center of the experience

14X  People check

News Feed

per day

Source: IDC, “Always Connected,” March 2013

In-stream and native 1

Designed for action

2

Optimized for conversion

3

Designed for action Page post link ads – now with CTAs

•  Entire image is clickable

•  Offers the highest amount of real estate to get people to click on your ad

•  Option to add call-to-action buttons: Shop Now, Learn More, Sign Up, Book Now or Download

Source: Nanigans study “How Page Post Ads in News Feed Drive Direct Response and ROI,” June 2013

53%    increase in ROI

when using Page post link ads

VS

Third-party ad

Center of the engagement Formats that are large, visual and in-stream

On mobile, marketers need to drive the same performance marketing goals they can achieve online

Acquire new users (install)

1

Drive engagement and conversions

2

Measure performance

App Store > 900,000 Apps

Google Play > 1,000,000 Apps

You are here

Put your business in the most engaging space online and on mobile

14 times a day

IDC Always Connected Report, March 2013

is the average number of times a user checks

Facebook on their mobile

Get your app in the hands of customers

Mobile app install ad in mobile news feed

10x  

higher click to install rate from mobile app install ad,

compared to traditional banner

% of apps that are downloaded

and then used only once?

Source: Localytics / MobiThinking report 2013

26%

Keep them coming back

Drive engagement and conversion in-app

Open Link Use App

Play Now

Shop Now

Listen Now

Watch Now

Book Now

Optimization

Make insightful decisions

Measure results across devices

Conversion pixel

SDK Third-party measurement

68%    more conversions

attributed when using oCPM vs. CPC

Source: Facebook case study, Aug 2013 – 2-wk test of single client, lift in attributed purchases between oCPM and CPC is stat-sig within a 99% C.I. using 2-sided binomial z-test. Facebook internal data based on an internal head to head test of eight mobile app install advertisers over the course of two months. Average is across each client in test.

20%    lower cost per install

when using CPA vs. CPC

Optimized for conversion Website and mobile app conversions with oCPM and CPA

As a fully cross-device platform, Facebook enables businesses to accurately track conversions

65% of conversions that result after a mobile impression take place on desktop.

Source: Facebook internal data, Oct 2013, 2-5 day attribution window, 1 day attribution value

Reach more of the right people

Make insightful decisions

Drive action across devices

Core Audiences

Custom Audiences

Lookalike Audiences

Facebook SDK

Conversion pixel

Mobile app ads

Page post link ads

3rd party measurement

Facebook’s complete direct response solution

oCPM / CPA

Hire a PMD