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Webinar: The FBX News Feed Opportunity


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Hosted by Prem Shah, VP Strategy, Chango …

Hosted by Prem Shah, VP Strategy, Chango
A discussion with Anshu Khurana, FBX Partner Manager, Facebook

FBX News Feed presents a unique opportunity for marketers to serve ads within a Facebook user’s News Feed and drive offsite conversions using this bigger ad format. By leveraging Chango’s intent data, advertisers can retarget users with relevant ads based on their browsing and search history.
In this webinar, you will learn:
1. What is Facebook Exchange (FBX)
2. The difference between Right Hand-Side Ads and Page Post Link Ads (i.e. News Feed)
3. The real FBX opportunity for marketers
4. How to combine search data with FBX targeting

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  • FULLY MANAGED SOLUTIONS:Our advertising solutions are fully managed. Leverage the knowledge & service provided by our Client Services team, Strategy group, Data Scientists and Ad Operations team.PROSPECT FOR NEW CUSTOMERS:Combining the power of Search Retargeting and Look-alike Targeting to find new customers based on their recent search behavior on Google, Yahoo! & Bing.CONVERT MORE/EXISTING SITE VISITORS:Site retargeting has evolved. From standard to advanced, and now to programmatic.Leverage Programmatic Site Retargeting to engage with your existing visitors using our IntentScore system to target your most valuable visitors/users.
  • HOW IT WORKS:1) We spot consumers based on searches on Google, Yahoo! and Bing who use keywords that match your business or campaign (or list of keywords).2) We remember that search term (anonymously, of course).3) Now, Chango can target that user with a display ad for your company based on the search terms.WHY USE IT:Find new customers, via display and also FBX!Exclusive access to 300+ million search profiles (8+ billion search events per month)Easy onboarding & fully managed campaigns and round the clock support from Client ServicesBoost brand awarenessImprove the ROI of your prospecting efforts
  • Big data and programmatic need to come together.More data about individuals is better. It leads to smarter decisions and increases efficiency.Without big data and programmatic, everyone is treated the same.At Chango, Programmatic Site Retargeting is the ultimate result.
  • HOW IT WORKS:- Standard Site RetargetingTreats all the site visitors the same regardless of the pages they visit.-Advanced Site RetargetingConsiders what pages visitors look at to show dynamic ads.- Programmatic Site RetargetingUse more data about each page visitor to personalize creative and media buying rules.WHY USE SITE RETARGETING?Leverage your 1st party data, offline data, or any other sourceBring back your visitors, those who expressed interestIncrease conversionFully managed solution with around the clock support from our Client Services teamRe-engage with your visitors when they are on Facebook via FBXWHY USE PROGRAMMATIC SITE RETARGETING?Leverage what you know about your audience with off-site dataRetarget visitors that matter; avoid those who will not convertEvery visitors is different; optimize bids accordinglyReduce wastage; bid on impressions that will increase your returnDeliver highly personalized/dynamic ads that speak to the individualRe-engage with your visitors when they are on Facebook via FBX
  • FBX Matters. A lot.Social Networking represents a large portion of the average internet users online activities.comScore more recently reported 65% of all internet users are on Facebook on a monthly basisImportant to extend marketing tactics to this audience based on intent, or having previously visited your sitecomScore recently mentioned that approximately 40% of time spent on Facebook is within the News Feed itself, representing a big opportunity for marketers and brand exposure.
  • The Facebook ExchangeScale & relevance. Over 1 billion Registered Users (in total) and FBX represents approximately 25% of real-time impressions.As mentioned, Chango has direct access to Facebook’s ad exchange (FBX) by being a FBX Qualified PMD Partner.The only solution with access to Chango’s proprietary 300+ million user search profiles and 8+ billion search events per month.Extend your keyword targeting to FBX, and/or, retarget your own audience on FBX/social networking.Now, with the opportunity to target a user’s news feed with relevant ads (based on search/intent data or if the user had previously visited your site)
  • BenefitsDirect integration with FacebookTrust EfficiencyGetting StartedWork with a Qualified DSP who has implemented the beta: see the DSP “advertiser access” to your Page, as you would to an ads API developerChoose Link Page Posts to turn into adsSuccess on FBX
  • Page Post Ads in FBX (Link post on desktop only – in beta as of June 2013)- You can buy this via our standard buying tools and API tools. Same exact unit. It also has social actions but those aren’t the focus. A much bigger portion of this ad points offsite (image + gray text box). Also available in Right Hand Side of
  • Page Post Ads in FBX (Link post on desktop only – in beta as of June 2013)- You can buy this via our standard buying tools and API tools. Same exact unit. It also has social actions but those aren’t the focus. A much bigger portion of this ad points offsite (image + gray text box). Also available in Right Hand Side of
  • -consider how your systems learn from FBX and how to separate these learnings between the Right Hand  page types and Desktop News Feedalgorithms that were tuned for RHS will need to accumulate a lot of data before they understand NF since it's extremely different - best to treat it as a completely new type of inventoryThere are also user-level caps that prevent users from seeing too many ads consecutively, overall, and from a specific Page in a given dayIf a Page is buying a lot of Page Post Ads in News Feed via the Ads API, it could make delivery in FBX more challenging if targeting the same user with the same Page's ads (and vice versa)* Important to cover that it’s new inventory: reach is limited because of algo’s, not the same availability as RHS
  • Keep in mind CPMs, Win Rates & Insertions (not Impressions)Caveat early results (as of June 2013).Audience is higher quality as a result of post click engagement…and leveraging quality client first party data drives better results (and search intent data).
  • Transcript

    • 1. Mini-Webinar: The FBX News Feed Opportunity AUGUST 15TH 2013 PREMAL SHAH VP of Strategy ANSHU KHURANA FBX Partner Manager, Facebook
    • 2. CONFIDENTIAL // 2013 // Marketers use Chango because we consistently & professionally solve their digital needs CONFIDENTIAL // 2013 //
    • 3. CONFIDENTIAL // 2013 // 1. SEARCH RETARGETING 2. LOOK-ALIKE TARGETING PROSPECT for new customers CONVERT more site visitors 3. PROGRAMMATIC SITE RETARGETING FULLY MANAGED SOLUTIONS We help you prospect for new customers and convert existing site visitors
    • 4. CONFIDENTIAL // 2013 // WHY USE IT? - Find new customers - Exclusive access to Chango’s 300+ million search profiles - Easy onboarding & fully managed campaigns - Boost brand awareness PROSPECT FOR NEW CUSTOMERS Search Retargeting reacts to hand- raisers based on their searches HOW IT WORKS: An Individual searches Chango identifies those searches Target only those relevant individuals based on the terms that matter to you Search Term
    • 5. CONFIDENTIAL // 2013 // Site Retargeting is fundamentally broken CONFIDENTIAL // 2013 //
    • 6. CONFIDENTIAL // 2013 // CONVERT SITE VISITORS Programmatic Site Retargeting focuses on the true value of each site visitor WHY USE IT? - Re-engage with visitors that matter, even on FBX - Full transparency - Reduce wastage - Fully managed solution Advanced Site Retargeting Standard Retargeting All visitors treated the same Dynamic ads based on pages viewed
    • 7. CONFIDENTIAL // 2013 // WHY FBX MATTERS Be where your audience is…
    • 8. CONFIDENTIAL // 2013 // WHY FBX MATTERS What marketers are anticipating looking forward…
    • 9. CONFIDENTIAL // 2013 // FBX & CHANGO – THE REAL OPPORTUNITY 1bn+ Registered Users 25% of Real-time Impressions PROSPECT using Search data & 3rd party data CONVERT existing visitors with 1st party site data
    • 10. Understanding the Facebook Exchange (FBX) and News Feed Ads
    • 11. CONFIDENTIAL // 2013 // FACEBOOK EXCHANGE OVERVIEW What is the Facebook Exchange? - A Facebook ad exchange; different than Native Ads - The exchange allows approved Demand Side Platforms (FBX PMD partners) to bid by bringing in their unique third party data - A highly visible inventory source, including Right-Hand Side (RHS) placements and News Feed Page Post Link Ads (FBX News Feed ads) - Allows for specific direct response objectives, such as Search Retargeting or Site Retargeting Right Hand-Side News Feed Page Post Link Ads
    • 12. CONFIDENTIAL // 2013 // FBX PREFERRED MARKETING DEVELOPERS Chango: A FBX Qualified Company
    • 13. CONFIDENTIAL // 2013 // FBX AD FORMATS The Evolution of FBX Ad Units: RHS and News Feed Ads As of June 2013 FBX Beta: Link Page post ads More real estate driving offsite Previous ads
    • 14. CONFIDENTIAL // 2013 // FBX AD FORMATS The Evolution of FBX Ad Units: RHS and News Feed Ads As of June 2013 FBX Beta: Link Page post ads More real estate driving offsite • Link Page post ad only • Desktop only • News feed • May contain social context
    • 15. CONFIDENTIAL // 2013 // FBX AD FORMATS RHS and FBX News Feed Link Page Post Ads Right-Hand Side (RHS) Standard Ads FBX News Feed Link Page Post Ads Marketing Objective Direct Response campaigns Direct Response campaigns Placement On the right-hand side of the page Center of the page within the News Feed as “Suggested” post Ad components • Small thumbnail image • Text ad with title • URL • Links to your site outside of FB • Name of advertiser page & profile image • Bigger image in ad creative • Domain (URL) • Description/text ad • Like, Comment, Share (byproduct of the ad unit) • Link to a site outside of FB What to expect • Scale! Large volume of impressions • Efficient channel • Larger placement • Impressions are considered free bonus as the pricing is based on insertion • Higher CTR than RHS • Expects higher CPMs Chango offers FBX ad creative services, ask us for details
    • 16. CONFIDENTIAL // 2013 // THE FACEBOOK EXCHANGE • Large scale • Drive conversions • Can include total "Likes" from FB Page Examples of Ad Formats FBX RIGHT-HAND SIDE STANDARD AD • Prominently placed in News Feed • Drive conversions • Voice of the page • Higher CTR & Conversions NEWS FEED LINK PAGE POST AD
    • 17. CONFIDENTIAL // 2013 // TAKEAWAYS • Optimize it like new inventory, availability is different than RHS • Extend the same display budgets • Use for direct response goals only • Continue to leverage RHS • Expect to bid significantly higher Best Practices for FBX News Feed DO • Don’t expect same CPMs and CTRs • Don’t focus on organic and viral side effects DON’T
    • 18. CONFIDENTIAL // 2013 // TAKEAWAYS Performance Success via FBX News Feed Click Through Rates: • Trending higher than RHS and Traditional Web Click Through Conversions: • Up to 25x higher than Traditional Web and 30x higher than RHS • CPAs are 10x better for CTC conversions vs. RHS Takeaways: • FBX News Feed delivers a higher quality engagement & converters • RHS & News Feed perform better when running concurrently (combining quality & scale)
    • 19. CONFIDENTIAL // 2013 // SUMMARY Main points… 1. The Facebook Exchange (FBX) allows Demand Side Platforms to bring IN unique third party data (e.g. search/intent data, marketer visitor data). This is different than Native Ads, which leverages Facebook data (profile data, etc.) 2. FBX ad formats, RHS and News Feed, can be leveraged for both Prospecting and Programmatic Site Retargeting needs. 1. Extend your campaigns to FBX. Over 65% of internet users are on Facebook and your marketing message should extend to them when they are social networking. 2. Both News Feed and RHS units differ, but work best when used together, delivering quality performance with scale. 3. Follow News Feed best practices when leveraging towards your campaigns.
    • 20. #learn: THE FACEBOOK EXCHANGE HANDBOOK Everything you need to know about FBX marketing, including prospecting with search data.