2016 Facebook is like 1960's TV on steroids (for advertisers)
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Transcript of 2016 Facebook is like 1960's TV on steroids (for advertisers)
From a presentation originallydelivered at PMI London
Guillaume RigalLondon - October 26th
27/10/2016 @GuillaumeRigal - Effinity - PMI London 2
That crazy french guy
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Guillaume RIGAL@GuillaumeRigal@Guillaume
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IS HE OUT TO HELP YOU?
Credit: Paul Sakuma / The Sunday Times
GETHELP
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Facebook evens out the playing field!
awareness
consideration
conversionFor years,we got this!
While this wentTo the Pied Pipers
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NO MORE!Thanks Zuck!
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In this session, we’ll discuss
CREATING CONTENT
ANDPROMOTING ITVIA FACEBOOK
TOCONVERT
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How doesit play with
affiliatechannels?
To be clear, I do NOTmean this.
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A look at TV’s first 20 years in the US
Source: Adage.
1949 1959 196990% of Households That’s $23B in today’s money.
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Yearly Ad Revenue
Now, Facebook’s last 5 years (they’re 12 now)
$0.7B $4.2B
Source: WSJ, Statista.
2009 2012 2015
$17.1B
That’s $17B in today’s money. :)
12% ofGlobal DigitalAdvertising
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Yearly Ad Revenue
By the way…
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82 f’ing %
And Digital is taking over TV for #1 spot
(US) 2015 2017TV 37,7% 35,8%Digital 32,6% 38,4%
Mobile 17,3% 26,2%
Source: eMarketer March 2016.
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If we oversimplify
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Back to our ads…
Corny?
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Corny? Hmm.
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Hmm. Hmm.
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Hmm. Hmm. Hmm.
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How to get from awareness to conversion?
ß This is a clue
Content!!!
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What makes Facebook so great
Audience Data
Media space
CampaignObjective
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(for us marketers)
Audience management
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FACEBOOK TARGETING CRITERIA
CRM ACCOUNTS
MATCH
SITE & BLOG VISITORS
LOOK-ALIKE PROFILES
Demography Tracking Interests Behavior
Audience data
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Audience reach
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500MInstagrammembers
1.7BFacebookmembers
Audience Network
Media space: Facebook
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Media space: Facebook
• Update• Text / Article…• Photo / GIF• Video
• Carousel• Content• Products (DPA)
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Media space: Facebook
• Update• Text / Article…• Photo / GIF• Video
• Carousel• Content• Products (DPA)
• Canva
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But that’s not all
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Media space: Instagram
• Photo• Video• Carousel
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Media space: Audience Network
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Psst, go with me, I convert better!
Campaign Objectives
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For each goal, a content piece
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ENGAGE SELL
REASON
EMOTION
GIF Video
Blogger’sLook
Testimonial
Pssssst!...
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Content: you’ve got friends!
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Consideration Prescription Evaluation Optimisation Purchase
CO-CREATIONW. INFLUENCERS
CO-BRANDINGW. MEDIA CO’S
BRAND
Influencers come in many flavours
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How it all comes together
• Use ads at each level of the funnel
• Play on audiences (incl. Filtering)
• Use DPA feature down the funnel
• Track how it interacts with CPA channels
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Pimkie: a new positioning
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Before After
Pimkie: Awareness video
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Pimkie: Consideration Carousel
2 versions :• Products from the video• 5 best sellers
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Some results from a similar case
Ad Set Name Impressions10-Second
ViewsCost per 10s View (EUR)
10-sec view / Impressions Reach
Amount Spent (EUR)
Video Views to 95%
95% view / Impressions
Fans 272 638 17 602 0,025 6,46% 124 031 437,25 6 088 2,23%Friends of Fans 227 433 22 668 0,019 9,97% 194 272 438,37 7 819 3,44%Lookalike of Fans 209 968 11 756 0,037 5,60% 103 200 436,41 3 937 1,88%Interests 377 107 27 510 0,016 7,30% 313 152 437,97 10 056 2,67%
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Clics Reach Cost per Result (EUR) Amount Spent (EUR)11 833 237 055 0,21 2 512
eCPC36c
TARGETED AWARENESS VIDEO
RETARGETING MANUAL CAROUSEL
A B2B / leadgen example
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Les Facebook Leads
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1 Ad Pre-filled form Confirmation2 3
How does it play with affiliate channels?
• Study over a month• 21 advertiser campaigns• All with Coupons programs• Facebook Ads invested through us• Totalling 130,795 sales• Monitored through our multipoint tracking
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(hey, over he’)
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I’m not a woman I’m not pregnant
How does it play with affiliate channels?
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6,096 Sales Facebook is
last clic
570 Sales Facebook isnot last clic
551 SalesAffiliate is in the conversion path
6,666 Sales Facebook is in
conversion path
One more thing.
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Get up to 50% of your Instagram
audience clicking through to product
pages
Get up to 40% increase in
Facebook Ad engagement
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1
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2
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3
And for that Facebook Ad Engagement Boost
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Automatic replacement of product feed vignettes with better visuals from Instagram when available
BEFORE
AFTER
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It’s called
That crazy french guy
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Guillaume RIGAL@GuillaumeRigal@Guillaume
Data Sources
1. http://adage.com/article/75-years-of-ideas/1950s-tv-turns-america/102703/
2. http://adage.com/article/75-years-of-ideas/1960s-creativity-breaking-rules/102704/
3. http://adage.com/article/adage-encyclopedia/history-1950s/98701/
4. http://www.wsj.com/articles/facebook-revenue-soars-on-ad-growth-1461787856
5. https://www.statista.com/statistics/271258/facebooks-advertising-revenue-worldwide/
6. http://www.emarketer.com/Article/Digital-Ad-Spending-Surpass-TV-Next-Year/1013671
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