EFFECTIVELY CONNECTING BRANDS TO CONSUMERS Facebook Premium: updates
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EFFECTIVELY CONNECTING BRANDS TO CONSUMERS
Facebook Premium: updates
We are here to discuss about
WHAT’S ALL ABOUT FOR TODAY?
I. Introduction in Thinkdigital facts&numbers
II. Facebook facts and figures
III. When to use marketplace vs premium?
How do we choose the mix?
IV. Facebook Premium Advantages
V. Types of Facebook Premium Ads best use
& tech specs
VI. Case Studies Local vs Global
VII. Pricing Standard
VIII. Round table and open discussion: next
steps
PREMIUM ADVERTISING
I. Introduction
NO
W
THE CUSTOMER JOURNEY
Feedback
shelf experience
stimulusshelf experience
happy/sad customer
happy/sad customer
TH
EN
• reviews• ratings• search• community• WoM• product comparison
stimulus
THE BUTTERFLY EFFECT
paid media
owned media Social media
hybrid media
content
advertising
amplification
THINKDIGITAL IN NUMBERS (2013)
70+Marketing
Professionals
7years of
continuous growth
servingmore than
225advertising clients per
month
6local offices in the region
#1Digital Media
Company in CE & SE Europe
1400digital marketing
campaignsin 2012
183working with
publishers acrossthe region
1 of 8MSN partners
in the world
1 of 6Facebook partners
in the world
REACH
Top local
player (strong local &
international properties)
7 MROMANIANS
ON FACEBOOK
MASSIVE REACH IN EUROPE AND THE WORLD
EVEN STRONGERIN ROMANIA
1.5 MROMANIANS ON
SKYPE
4.4 MROMANIANS ON INTERNATIONAL
PROPERTIES
2.7 M Reach (SATI)
28.1MROMANIANS ON LOCAL WEBSITES
(duplicated)
PREMIUM ADVERTISING
II. Facebook facts
and figures
Facebook enables businesses to connect with more people on more devices…
…more often than anywhere else
60+%Return Daily
169 7M Users
Romanian Stats
4.2m Mobile Users
Friends[average]
4.2 MILMonthly active users on mobile in Romania
70%YOY
growth on mobile
Across multiple touch points
7 MILOverall users
in Romania
News Feed is Facebook’s mobile experience
~700k daily users in NF
4.2m Mobile Users
In RO
A Facebook User Likes on Average 36.7 Pages
In Romania, A Facebook User Likes on Average 22 Pages (- 40% vs Global)
Facebook User Share on average …
The majority of Facebook shares comes for Photo (post or gallery), followed by Videos and Links
92%trust word of mouthof friends & family
47%trust TV, press and
newspapers
Buying is inherently social
People rely on friends to help them make buying
decisions
PREMIUM ADVERTISINGIII. When to use marketplace vs
premium? How do we choose
the mix?
Not only for one time campaigns
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
But for constant campaigns on marketplace and timely campaigns on premium inventory…..
Do I want to push my message in 1 day?
Is your only touch point mobile?
Do I want to engage with users after they have logged out of
FB?
Do I need all FB targeting options?
Do I want to display a large size creative?
Do I need massive reach in a small time
window?
Do I want to drive actions (e.g. likes, sales, app installs,
registrations)?
Do I want to drive engagement?
Do I want to build awareness for my
new product/service release?
Do I want to be the only advertiser running in that
placement?
RHS & NF ADs
Reach Block
LOX Premium Ads
Do I want retargeting?
FBX
PREMIUM ADVERTISING
IV. Facebook Premium
Advantages
PREMIUM ADVERTISING
Drive brand results and social
interaction transactions
The most impactful way to
distribute your content
Massive Reach
Multiple Ad Formats
PREMIUM ADVERTISING
V. Types of Facebook Premium
Ads
Premium Ads Placements
+
Right-hand side
News feed Desktop News feed Mobile
Logout Experience
PREMIUM ADVERTISING
Types of Facebook Premium
Ads
1. Premium Page Post CPM basis
[placed in RHS only]
2. News Feed Reach Block
3. News Feed Target Block
4. RHS Reach Block
5. Logout Experience
PREMIUM ADVERTISING
1. Premium Page Post CPM basis
How it works
A Premium Page Post can be any type of Page Post ads
It is an efficient way to serve booked impressions to users, reaching them on the homepage RHS (right hand side)
Targeting options:age,gender, city, keywords [interests, educations, relationship, status, connections]
AMPLIFICATION
PREMIUM ADVERTISING
Page Post Video Ad
AMPLIFICATION
PREMIUM ADVERTISING
Page Post Photo Ad
AMPLIFICATION
PREMIUM ADVERTISING
Page Post Link Ad
PREMIUM ADVERTISING
2. News Feed Reach Block
How it works
A news feed reachblock can be any type of Page
Post ads, targeted to news feed mobile, news feed
desktop or both news feed desktop and mobile.
The page post must be scheduled to go live with
the Reachblock to make sure the post has no
organic distribution since posts are boosted to news
feed only once
PREMIUM ADVERTISING
2. News Feed Reach Block
How it works
The page post cannot be a hidden post
It is an efficient way to serve impressions to all the
users within your target group every 24 hours. In
other words, you can reach every day almost every
user of your target audience !
Targeting options: day, all feed/desktop/mobile,
gender, age (13+, 18+, 21+, 25+)
News Feed Reach Block
Newsfeed Reach Block
Massive Reach!Enable word of mouth at scale
3.47Musers in 24
hours
PREMIUM ADVERTISING
3. News Feed Target Block
How it works
A news feed target block can be any type of
Page Post ads, targeted to news feed mobile, news
feed desktop or both news feed desktop and
mobile.
It’s a 3 Days Campaign
The page post cannot be a hidden post
Targeting options: all feed/desktop/mobile,
gender, age (13+, 18+, 21+); age brackets (18-34;
18-49; 21-34; 21-49; 25-49 )
PREMIUM ADVERTISING
4. RHS Reach Block
How it works
A reachblock can be any type of Page Post ads,
targeted to desktop Right Hand Side
It is an efficient way to serve impressions to all the
users within your target group every 24 hours. In other
words, you can reach every day almost every user of your
target audience !
The page post must be scheduled to go live with the
Reachblock to make sure the post has no organic
distribution since posts are boosted to news feed only
once
PREMIUM ADVERTISING
4. RHS Reach Block
How it works
The page post cannot be a hidden post
Once a user sees the Engagement ad 3 times (the
frequency cap), it will be displayed to him again only if the
estimated impressions goal is not reached. In such case,
the user may see the ad up to 2 additional times.
Targeting options: day, gender, age+ (13+, 18+, 21+,
25+)
AMPLIFICATION
PREMIUM ADVERTISING
RHS Reach Block
2.2users in 24
hours
PREMIUM ADVERTISING
5. Logout Experience
How it works
Build your ad for success
Cover photo: provide an engaging image
enticing users to click
Profile photo: clearly represent your brand or
product with a strong, recognizable logo
Post copy: post an interesting title introducing
your product or offer
Link: add a clear image and a call to action so
users click on your link
PREMIUM ADVERTISING
5. Logout Experience
How it works
Increase direct response actions to your
website (write in your post : Save 15% off
flowers this Mother’s Day; Sign up now)
Launch new products or signup
Targeting options: day, age+ (13+, 18+, 21+)
Logout Experience VideoDistribute a video post from your Page at the end of a user’s experience when they are about to finish
engaging and create new engagement circle and continued experience!
LogOut ExperienceLogout Experience Link
Show a link post from your Page at the end of a user’s experience when
they are about to actively seek new content
LogOut Experience
Ford “Kuga Drive”
LOX & Mobile Premium Ads
Connected Screens
VI. Case Studies
Local vs Global
PREMIUM ADVERTISING
INFLUENCEVodafone Red Results Romania:
•More than 40 000 video plays within 24h
•More than 1,7mil people were reached within 24h
INFLUENCENew Seat Leon Results Romania:
•More than 50,000 video plays within 24h
•More than 1,7 mil people were reached within 24h
INFLUENCENew Ford Kuga Hungary :
•More than 4 mil impression were delivered
•More than 1,7 mil people were reached within 24h
INFLUENCENew Garnier Olia Results Serbia:
•More than 48,000 video plays within 24h
•More than 1,4 mil people were reached within 24h
INFLUENCEMascara Wings, Lóreal Bulgaria:
•More than 30,000 video plays within 24h
•More than 1,3 mil people were reached within 24h
INFLUENCEUnilever Dove, Greece:
•Two full days of coverage with 101 262 Video Plays
•Over 7 mil impression or 2,4 mil people were reached within 48 hours
INFLUENCEP&G Moonbeam, Greece:
•Over 49 000 video plays within 24 hours
•More than 3,5 mil impression or 1,2 mil people were reached within 24 hours
VII. Pricing PREMIUM ADVERTISING
PREMIUM ADVERTISING
Category/Channel Property/TargetingQ1 2014
Guaranteed IMPSQ1 20134
Est. UUCost Euro Net CPM Eur Net
Sustained Media [regular premium ads placed RHS] minim IO for first time client 8167 Eur
Gender, Age, City/Radius/Location, Keywords [interests, educations, relationship, status, connections etc]
1,839,415 8,167.00€ 4.44€
Reach Block RHS[Righ Hand Side]1 Day Bookingfrequency cap of 3-5 per day
1 Day Booking, Mon-Thu (13+) 11,048,387 2,209,677 14,154.00€ 1.28€
Log Out Experience 1 Day Booking average frequency cap 2.5-3 per day
1 Day Booking, Mon-Thu (13+) 3,893,333 1,557,333 14,963.00€ 3.84€
NEWS FEED Reach Block - 1 Day Booking- It's requiered a unique page post for this campaign and meeting the min IO whereas the difference up to min IO to be spent through any premium campaign [with a different page post ad]- frequency cap of 1 per campaign
1 Day Booking, Mon-Thu (13+) 3,474,903 3,474,903 9,215.00€ 2.65€
NEWS FEED TARGET BLOCK - 3 Days Booking frequency cap of 3 per campaign
3 Days Booking, Mon-Thu (13+) 3,468,013 1,156,004 10,530.00€ 3.04€
MIN IO for First Time Client Offer 8,167.00€ MIN IO for the 2nd Time Clients 10,889.00€
NEXT STEPS
VIII. Round table and open discussion: next steps
Let’s talk now! ;)
thank you!
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