The TradeDesk - DDM Alliance Summit Marketing on Facebook

Illustrating the consumer journey on Facebook from initial impression to conversion

James Patterson Director of Client Services - EMEA

james.patterson@thetradedesk.com

The Trade Desk UK

+10 years of digital experience, previously with:

• Kenshoo• Havas• Mediacom

The Trade Desk Solution: Pure Buy Side

Multi-Channel RTB

Massive Scale

DMP

Data Marketplace

Predictive Audience LearningHyper-Granular Targeting

Best In Class Reporting

Cross Channel Attribution

Brand Safety & Viewability

Programmatic Direct

SOCIAL BUYING, REAL-TIME BIDDINGMarketers use their own data, and third-party data, to retarget and target users when they are accessing Facebook on desktop

Right-Hand Side

News Feed

Targeting Advertising

• Geo, Demo, Interest• Social (Fans & FOF)

• Custom Audiences

• Geo, Demo, Interest• Social (Fans & FOF)

• Custom Audiences

• Facebook Exchange• Custom Audiences

• Facebook Exchange• Custom Audiences

• Logout Experience (LOX)

• Page post ads (Video, Photo, Question)

• Sponsored stories (Video, Photo, Question)

• Page Like ads• Sponsored stories

(Page like)

• Domain ads• Page post ads (Event, Offer, Link)

• Sponsored stories (RSVP, claim, link)

• Mobile app install ads

• Page post ads (Event and Offer)

• Sponsored stories (RSVP, claim, open graph)

Measurement

• Brand Study

• Brand Study• View Through tracking

• Conversion Tracking (3P View Tags, FB pixel)

• Offline Conversion Tracking (Datalogix)

• Brand Study• Conversion Tracking

(Continuous Conversions)

FBXMeeting lower-funnel objectives

SOCIAL LAYERINGFacebook allows users to interact with ad units as they would organic content

Comment “Like” Share

VIRAL METRICS ARE AVAILABLE

• CTR is always going to be a good indicator of an ad’s efficacy, but these social options bring a whole new measurement of success to performance-oriented campaigns.

• For example, the paid distribution of AdRoll’s very first News Feed ad (shown below) gained another 1,867 views from connections of those who had liked, commented, or shared our ad.

Targeting Advertising

• Geo, Demo, Interest• Social (Fans & FOF)

• Custom Audiences

• Geo, Demo, Interest• Social (Fans & FOF)

• Custom Audiences

• Facebook Exchange• Custom Audiences

• Facebook Exchange• Custom Audiences

• Logout Experience (LOX)

• Page post ads (Video, Photo, Question)

• Sponsored stories (Video, Photo, Question)

• Page Like ads• Sponsored stories

(Page like)

• Domain ads• Page post ads (Event, Offer, Link)

• Sponsored stories (RSVP, claim, link)

• Mobile app install ads

• Page post ads (Event and Offer)

• Sponsored stories (RSVP, claim, open graph)

Measurement

• Brand Study

• Brand Study• View Through tracking

• Conversion Tracking (3P View Tags, FB pixel)

• Offline Conversion Tracking (Datalogix)

• Brand Study• Conversion Tracking

(Continuous Conversions)

FBXMeeting lower-funnel objectives

THE CONSUMER JOURNEYMapping the FBX effect from initial impression to conversion

Mercedes + agency target new dads looking for safe sedans

THE CONSUMER JOURNEYMapping the FBX effect from initial impression to conversion

Dad sees video ad on TopGear online episode

THE CONSUMER JOURNEYMapping the FBX effect from initial impression to conversion

Visits Mercedes site, looks at safety pages

THE CONSUMER JOURNEYMapping the FBX effect from initial impression to conversion

Within 5 minutes, is retargeted on Facebook via FBX Right-Hand Side ad

THE CONSUMER JOURNEYMapping the FBX effect from initial impression to conversion

2 days later, targeted with display ad for local dealer & pricing info on phone

THE CONSUMER JOURNEYMapping the FBX effect from initial impression to conversion

2 days later, sees that two friends like Mercedes via a News Feed ad.

THE CONSUMER JOURNEYMapping the FBX effect from initial impression to conversion

Visits Mercedes page to Contact a Dealer.

THE CONSUMER JOURNEYMapping the FBX effect from initial impression to conversion

Target audience is converted: Dad purchases Mercedes-Benz S-Class Sedan

Source: Adroll “Facebook Exchange News Feed by the Numbers” June 2013

NEWS FEEDA recent study showed a 62% jump in total clicks for campaigns running FBX and then adding in News Feed creatives.

PROSPECTING RETARGETING

100x7223%

160x60011%

180x1501%

728x9030%

300x25034%

FBX 100x7215%

160x60025%

180x1507%

728x9022%

300x25031%

FBX

VOLUME FBX represents meaningful volume within campaigns

RESULTS Retargeting CPMs on FBX were significantly lower than the rest of RTB

Prospecting Retargeting $-

$0.50

$1.00

$1.50

$2.00

$2.50

CP

M

FBX

Rest of RTB

RESULTS FBX had a 2x lower CPA versus all other inventory in the campaign

FBX

Rest of RTB

Prospecting Retargeting

CP

A

DATA PRICINGThe percentage of spend model will outpace the CPM model across the industry

The Data Alliance

Other Data Providers

Media Cost $0.30 $0.30

Data Model % of Spend – 12%

CPM

Data Cost $0.0336 $0.75

Total Cost $0.34 $1.05

James Patterson Director of Client Services

james.patterson@thetradedesk.com

@TheTradeDeskIncTheTradeDesk.com

THANK YOU