The TradeDesk - DDM Alliance Summit Marketing on Facebook

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Illustrating the consumer journey on Facebook

Illustrating the consumer journey on Facebook

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  • Facebook Exchange is all about driving measurable outcomes outside of Facebook.

    It’s not about social objectives such as fans. It’s not about brand awareness.

    It’s about driving transactions and conversions.
  • Facebook Exchange is all about driving measurable outcomes outside of Facebook.

    It’s not about social objectives such as fans. It’s not about brand awareness.

    It’s about driving transactions and conversions.

Transcript

  • 1. Illustrating the consumer journey on Facebook from initial impression to conversion
  • 2. 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
  • 3. 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
  • 4. SOCIAL BUYING, REAL-TIME BIDDING Marketers 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
  • 5. 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 (3PView Tags, FB pixel) • Offline Conversion Tracking (Datalogix) • Brand Study • Conversion Tracking (Continuous Conversions) FBX Meeting lower-funnel objectives
  • 6. SOCIAL LAYERING Facebook allows users to interact with ad units as they would organic content Comment “Like” Share
  • 7. 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.
  • 8. 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 (3PView Tags, FB pixel) • Offline Conversion Tracking (Datalogix) • Brand Study • Conversion Tracking (Continuous Conversions) FBX Meeting lower-funnel objectives
  • 9. THE CONSUMER JOURNEY Mapping the FBX effect from initial impression to conversion Mercedes + agency target new dads looking for safe sedans
  • 10. THE CONSUMER JOURNEY Mapping the FBX effect from initial impression to conversion Dad sees video ad on TopGear online episode
  • 11. THE CONSUMER JOURNEY Mapping the FBX effect from initial impression to conversion Visits Mercedes site, looks at safety pages
  • 12. THE CONSUMER JOURNEY Mapping the FBX effect from initial impression to conversion Within 5 minutes, is retargeted on Facebook via FBX Right-Hand Side ad
  • 13. THE CONSUMER JOURNEY Mapping the FBX effect from initial impression to conversion 2 days later, targeted with display ad for local dealer & pricing info on phone
  • 14. THE CONSUMER JOURNEY Mapping the FBX effect from initial impression to conversion 2 days later, sees that two friends like Mercedes via a News Feed ad.
  • 15. THE CONSUMER JOURNEY Mapping the FBX effect from initial impression to conversion Visits Mercedes page to Contact a Dealer.
  • 16. THE CONSUMER JOURNEY Mapping the FBX effect from initial impression to conversion Target audience is converted: Dad purchases Mercedes-Benz S-Class Sedan
  • 17. Source: Adroll “Facebook Exchange News Feed by the Numbers” June 2013 NEWS FEED A recent study showed a 62% jump in total clicks for campaigns running FBX and then adding in News Feed creatives.
  • 18. PROSPECTING RETARGETING 100x72 23% 160x600 11% 180x150 1% 728x90 30% 300x250 34% FBX 100x72 15% 160x600 25% 180x150 7% 728x90 22% 300x250 31% FBX VOLUME FBX represents meaningful volume within campaigns
  • 19. RESULTS Retargeting CPMs on FBX were significantly lower than the rest of RTB $- $0.50 $1.00 $1.50 $2.00 $2.50 Prospecting Retargeting CPM FBX Rest of RTB
  • 20. RESULTS FBX had a 2x lower CPA versus all other inventory in the campaign FBX Rest of RTB Prospecting Retargeting CPA
  • 21. DATA PRICING The 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
  • 22. James Patterson Director of Client Services james.patterson@thetradedesk.com @TheTradeDeskInc TheTradeDesk.com THANK YOU