People-based marketing at every stage of the consumer journey - Ivo Neut Partner Manager Agencies, Benelux - Maxlead
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People-based marketing at every stage of the consumer journey Ivo Neut Partner Manager Agencies, Benelux
Agenda - Mobile & Video - Facebook’s full funnel - Metrics that matter - Beyond Facebook’s feed
The world is mobile
We know a lot of attention goes here
Almost half of US adults
say they check their
phone 80x per day
3 HRS
a day are spent
consuming content
+150
times a day that the average
Millennial checks their phone
People’s time and attention are on mobile
• 3 hours per day on mobile1
• 58% of digital time spent in apps2
Mobile discovery influences consumer behavior
• 74% of millennials take action after being inspired
by a post3
• 33% of shoppers research on mobile before
buying on desktop or offline4
1. “Average Time Spent per Day with Major Media by US Adults,” eMarketer, Apr. 2016
2. “The 2016 U.S. mobile app report, ComScore, Sept. 2016
3. Instagram user survey, Poll of 2995 respondents in the US ages 18+, Mar-Nov 2015
4. Facebook IQ, “From One Screen to Five”, in conjunction with Millward Brown Digital and Firefly Millward Brown, (commissioned by Facebook IQ). US only, sample size (n-500) and qualitative respondents (n=31) 6Content on
mobile is
consumed
differently Frequent
Sound-off Fast6 6
7 7
READING SPEED
300
WORDS PER MINUTE
Source: “I have found a new way to watch TV, and it changes everything?”, Jeff Guo, Washington Post, 20162.5
seconds
1.7
seconds
Source: Facebook data, Q3 2015and video
consumption is
exploding
Source: Criteo, “Source of Cross Device Commerce”, Q4 201678% of all mobile data
will be video by 2021
Source: Cisco, Visual Networking Index (VNI) Global Mobile Data Traffic Forecast, 2017- People stay 5x longer on video
content vs. static content
- 40% of mobile users leave a
website when it doesn’t load in
3 seconds.
13Video Ad value is generated quickly
Total Seconds of Video Watched
74%
65%
Cumulative Campaign impact
47% 72%
32%
44%
Ad recall
Brand awareness
Purchase intent
3sec 10sec 20sec 30sec
Source: Nielsen BrandEffect Studies,173 studies that included video worldwide, December 2014 – February 20151 Facebook Family of Apps & Services
To reach people on mobile, reach them where they spend time
Messenger
2B+ ›20 800M %
monthly active people 1 time spent on mobile
monthly
3 active people 2
1.3B
monthly active people 2
1000
6 s
additional
of great apps
%
reach
and
onwebsites
mobile 4
1. Facebook, June 2017
2. Facebook and Instagram, September 2017
3. Based on Nielsen Mobile Netview, December 2015
4. US ComScore data, Media Metrix, June 2015 16Facebook in Netherlands
Of which
9.9M
users access Facebook
92%
access Facebook monthly on
every month mobile
Source: Based on Facebook data, Mar 2018. 17No.
2
Full Funnel on Facebook
18How to reach
customers through the Funnel?
”2 Full Funnel Solutions
Facebook is your partner at every stage of the consumer journey
Awareness Demand generation Acquisition Transaction
20EXAMPLE
E-commerce
Video views/lead Website
Reach generation Link clicks conversions
LOYA LT Y
21The two layers of people-based targeting
Audience attributes Behaviors
Ex. Location, Interests, Ex. Clickers, video
demographcs viewersO P T I M I Z I N G T OWA R D S A D I F F E R E N T E V E N T C H A N G E S T H E A U D I E N C E
Cheapest Cheapest clicks
impressions (high eCTR)
Total
audience
Cheapest
conversions
(high eCVR)
23Content and
the Funnel
AWA R E N E S S / LOV E
• Lifestyle
C O N S I D E R AT I O N • Lifestyle + Commercial
CONVERSION
• CommercialAWARENESS / LOVE
CO N SID ER AT IO N
CONVERSION
No.
3
Metrics that matter
28THE EVOLUTION OF ADVERTISING
New Metrics for New Channels
1705 1850 1920 1940 1994 2000 2010 2017+
Print Billboards Radio Direct Mail TV Desktop Mobile Connected Devices Cross-Everything
Nielsen Rating ROI/Sales/
Subscribers Traffic Listeners Households Points CTR CPM/CTR CTR/CPC/CPA Brand LIft
Measurement
Metrics
Source: “From One Screen to Five”, FBIQ n conjunction with Millward Brown Digital and Firefly Millward Brown, (commissioned by Facebook IQ), US only, March 2015 29Now
Awareness,
preference,
loyalty, sales
Then
Likes, comments,
shares,
engagementThe consumer journey is fragmented across
devices and channels
49%
of people would
buy more on mobile
if it was easier
Sees ad for Browses for Adds product Purchases
headphones new headphones to shopping cart
headphones
headphoneson
on mobile on laptop on tablet
desktop
mobile
in store
Source: SIGNAL, “The Signal Retailer’s Guide to Understanding the 2015 Holiday Shopper,” July 2015Shifting to methods that matter in
our cross-everything world
Focus on People Measure Metrics That Matter Compare Across Everything
Shift from cookies à Shift from engagement à Shift from clicks à
reaching people brand lift Conversions33
No.
3
Beyond Facebook’s feed
34Extending Facebook’s people-based targeting across
platforms
COST EFFICIENCIESPLACEMENT RESULTS
Reach Brand Awareness Video Views Conversions
+16%
more reach on average globally
+15%
increase in Brand Awareness when
+6%
increase in Video Views when
+12%
increase in website conversions with
when using Facebook, Instagram, using Facebook and Instagram** using Facebook and Instagram *** Facebook and Audience Network****
and Audience Network*
*Source: Facebook Internal Data, Global reach, December 2016
**Source: Facebook Internal Data, June 2016 - Measured by consumer Attention
***Source: Facebook + Instagram = Overall media time spent, Media Metrix, US, June 2015 - Video Views is the number of times your video was viewed for 3 seconds or more
***Source: Facebook Internal Data, Global reach, October 2016Shifting to people-based marketing with Facebook
1. Identify business goals 3. Compare across everything
What are your business goals? Are they Shift from one-off studies to always-on, cross channel
brand focused or sales focused? Or both? analytics that compare across your entire media spend.
2. Measure the metrics that matter 4. Test, learn, iterate
Start to evaluate the metrics that align to your Use signals (like your measurement results) to inform
business goals and reflect value-based outcomes your campaign planning strategies. It’s a continuous
such as: breakthrough reporting, brand lift, and learning process to understand what works best—but
return on ad spend. it all starts with people.FIND OUT MORE
Thank you
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