Taking A Holistic Approach to Paid Social · Sources: Nielsen, “Total Audience Report, Q2...
Transcript of Taking A Holistic Approach to Paid Social · Sources: Nielsen, “Total Audience Report, Q2...
Taking A Holistic Approach to Paid Social
Presented by: Charlie Lozner, Partner at Backbone Media
April 24-25, 2019
2About Backbone Media
We are a values-led media and public relations agency that specializes in the intersection of paid and earned media.
We amplify active lifestyle brands in order to expand their communities and cultivate lasting connections.
Public RelationsThrough custom experiences, impactful events, showrooms and targeting product seeding, Backbone’s PR team has been building industry-leading brands for 21 years.
PaidMediaBackbone’s expertise in paid media extends across all of today’s platforms. We believe that having a well-balanced media mix allows us to deliver clients’ messages where they are most receptive.
PerformanceDigitalWe are experts at scaling a brand’s message to engage targeted markets and drive conversion. A certified Google and Facebook partner, we build high-performance digital campaigns.
AffiliateMarketingBackbone Media has an in-house affiliate management service to tackle the complex intersection of editorial reviews and affiliate marketing, bridging the gap between paid and earned media.
3Paid Social Advertising
How do we define paid social?
Users logged into a
personal profile
Ads are aligned with user
interest and experience
Measurement and targeting
in ’people-based’ / ‘user
based’
But I don’t use Facebook anymore
4Paid Social Overview
….There’s more
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What fits these criteria?
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We will jump into some of our stronger performers to get you up to speed
Paid Social Overview
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Statista: “Most Famous Social Network Sites Worldwide as of January 2019” 2018
Active monthly users on top social networks (global)
2,271,000,000
1,900,000,000
1,000,000,000
250,000,000
0
500,000,000
1,000,000,000
1,500,000,000
2,000,000,000
2,500,000,000
Facebook YouTube Instagram Pinterest
Paid Social Overview
Why advertise here?
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75% of all mobile data will be video by 2020
1 in 3 people primarily use smartphones to watch online video
34% of surveyed Facebook users plan on watching more online video on
their smartphone next year
Paid Social Overview
Facebook IQ Source: “The Value of Video” by Nielsen (Facebook-commissioned study of 22,000 people ages 18-64 who watch online videos across AU, BR, CA, FR, DE, ID, IN, MX, TH and US),April 2017. The study included 2,000 respondents per market except for US and CA, where the sample sizes were 3,400 and 2,500, respectively. *versus laptops, desktops, tablets, TV, gaming consoles and VR headsets
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TV viewership is dropping – 31% of A18-49 in the US are light TV viewers
18% of US population has never signed up for cable
Sources: Nielsen, “Total Audience Report, Q2 2016,” September 2016, Accenture, “Digital Video and the Connected Consumer,” April 2015; Google/Ipsos YouTube and
TV Attention In Home Natural Experiments, US 2016 (eye-tracking study with 2,953 ads observed, n=86 TV viewers and n=87 YouTube viewers, 18-54 year olds)
Paid Social Overview
Social media platforms pull information on you from every corner of the internet
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Liking, commenting, sharing Information that you provide The products you buy The websites you visit
Paid Social Overview
… And of course, what you watch
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Platforms are always watching and gathering data on you to serve relevant ads that methodically drive positive interactions and conversion.
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Set up your business and digital properties to learn more about your audience and curate a positive experience for them.
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Did they go to a product category page?
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Did they watch a fishing video?
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The amount of information on each user allows for us to segment out our audiences effectively and efficiently
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Introduce
Re-engage
Convert
Bring people into brand through
story-telling and points of
differentiation.
Tell the product story — educate users
through product attributes and aesthetic.
Convert new and existing
customers through relevant
product marketing.
Loyalty
Create excitement around brand
to those who have recently
purchased.
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Several tools are available to measure success at each point in the funnel
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And, one more thing before we dive in
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Attribution….
Paid Social Overview
Google Analytics provides a very clear picture of attribution by channel though, the last-click nature of the platform will almost always disincentivize prospecting.
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Find an attribution model that reports out of the platforms to most closely mimic GA totals.
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A little bit more on the platforms
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2nd biggest search engine in the world
75% of all mobile data will be video by 2020
Every minute, more than 100 hours of
video are uploaded to YouTube
1Source: YouTube Internal Data, Global, 2017. 2Source: YouTube Internal Data, Global, 2016. 3Source: YouTube Internal Data, Global, 2015.
1.5 BN people sign in a month, on average,
spending more than an hour on the platform a
day
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95% viewable video, 66% is industry
benchmark
90% of videos are viewed with
sound-on
YouTube drove sales lift in
14 out of 19 Nielsen
studies
*Google commissioned Nielsen study. Average daily reach among Persons 18+ for YouTube, Nielsen Total Media Fusion. Broadcast & Cable. Total Day. (Live + 7, one minute qualifier), television only, April 2016 Broadcast month.* Google and DoubleClick advertising platforms data, Global, May 2017. Digiday.com article, “Facebook video ad viewability rates are as low as 20 percent, agencies say”, Jessica Davies, June 26, 2017* Commissioned Nielsen Matched Panel Analysis – 19 studies on YouTube from 2016-2017 across 6 countries; Lift based on at least one of multiple tested strategies with significance >80%
YouTube delivers effective and engaging advertising that drives conversion
Paid Social Overview
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Build awareness Grow consideration &
interestDrive actions
YouTube works across
several different buying
strategies to deliver
against varying objectives
Paid Social Overview
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Time spent watching video on Instagram increased
60% from July 2017 to July 2018
People are watching video on Instagram all over.
Ranging from 84% of users watching in their home to
30% watching on their commutes.
Instagram Stories daily active users increased 200MM
since November 2017 (300MM to 500MM)
Source: 1. Instagram Internal Data, Jan 2019
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Paid Social Overview
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Instagram provides a platform to grow brand affinity while also driving
conversion among target audiences
54% of surveyed
Instagram users say
they made a purchase
on a product they have
seen on the platform
87% of people
surveyed say they
took action after
seeing product
information on the
platform
Source: “Project Instagram” by Ipsos (Facebook-commissioned survey of 21,000 people ages 13–64 in AR, AU, BR, CA,
DE, FR, IN, IT, JP, KR, TR, UK, US and ages 18–64 in Japan), Nov 2018.
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218MM US users come to the platform monthly, 77% of
those are on the platform daily.
206MM of those users are coming to the platform on
mobile.
An algorithm that models behavior based on actions
performed on the platform as well as those in most all
websites on the internet.
Paid Social Overview
Instagram Internal Data
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Facebook and Instagram share the same back end. Users are targeted across both platforms,
and campaigns are optimized across all placements.
Paid Social Overview
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Audience Attributes
Behavior on your
website, the platform
and other websites
Relevant creative
based on ability to
capture attention and
proximity to brand
Evaluate performance
based on effectiveness
of moving users
through funnel to
purchase
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Introduce
Re-engage
Convert
Loyalty
Measure success with
the appropriate Key
Performance Indicators
• Video views
• overall increases to website traffic (referral, direct, organic)
• New users reached
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Introduce
Re-engage
Convert
Loyalty
Measure success with
the appropriate Key
Performance Indicators
• Visits to your website, specifically product detail pages
• Cost per site visit
• Add to carts
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Introduce
Re-engage
Convert
Loyalty
Measure success with
the appropriate Key
Performance Indicators• Purchases
• ROAS, CPA
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Introduce
Re-engage
Convert
Loyalty
Measure success with
the appropriate Key
Performance Indicators
• Engagements on content
• Repeat site visit
• Increases in tagging of brand, conversation etc.
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Introduce
Re-engage
Convert
Loyalty
Find the right audience
• Interest-based audiences
• Lookalikes of buyers
• Geo heavy ups
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Introduce
Re-engage
Convert
Loyalty
Find the right audience
• Fans
• Lapsed buyers
• Recent video viewers
• 15-180 day site visitors
• Searchers of your brand and relevant competitors
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Introduce
Re-engage
Convert
Loyalty
Find the right audience
• Recent site visitors
• Those who added products to cart
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Introduce
Re-engage
Convert
Loyalty
Find the right audience
• Recent buyers
• Diehards
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Introduce
Re-engage
Convert
Loyalty
Use the right creative
• Brand-focused video
• Lifestyle and product focused video
• Pursuit-focused imagery
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Introduce
Re-engage
Convert
Loyalty
Use the right creative
• Lifestyle imagery with product in focus
• Product videos
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Introduce
Re-engage
Convert
Loyalty
Use the right creative
• Recently viewed products and relevant products
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Introduce
Re-engage
Convert
Loyalty
Use the right creative
• Content
• Stories
• Ambassador content
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The best practices for Facebook, Instagram and YouTube hold true for most all social media
platforms.
Paid Social Overview