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The impact of Facebook
IT’S ALL ABOUT ROI
Marcel Buskermolen GFK
2
Voorjaar 2013, the Advertising Research Foundation jury heeft GfK’s Media
Efficiency Panel als winnaar benoemd in Facebo...
3© GfK 2013 | Facebook Conference Amsterdam 2013
Toekomstig belang Media in FMCG
4© GfK 2013 | Facebook Conference Amsterdam 2013
§  Efficiency: ROI based on measured data
§  Effectiveness: Uplift fact...
5© GfK 2013 | Facebook Conference Amsterdam 2013
Het “MEP principe” is simpel: TV, Print, Online en Purchases
single sourc...
© GfK 2013 | Title of presentation | DD. Month 2013 6
RESEARCH 21TH CENTURY: PASSIEF METEN
ü  Internet desktop/
laptop:
G...
7
Wie bereik ik met Facebook, is het efficient? En levert het
incremental reach op?
REACH
8© GfK 2013 | Facebook Conference Amsterdam 2013
Source: Case study MEP Germany
Facebook wordt vaak ingezet naast TV maar ...
9© GfK 2013 | Facebook Conference Amsterdam 2013
Source: GfK Mobile Web Value 6/2013
38,0
35,9
54,8
61,1
GMail
YouTube
Goo...
10© GfK 2013 | Facebook Conference Amsterdam 2013
Mobile sage
throughout the day
Duration(abs.)
Base: Smartphone User
Sour...
11© GfK 2013 | Facebook Conference Amsterdam 2013
Source: MEP Benchmark for Facebook Paid Media
Conclusie bereik Facebook:...
12
Sales impact Facebook
ROI
13© GfK 2013 | Facebook Conference Amsterdam 2013
Match advertentie contacten en verkopen: 7% sales door media
Shown is th...
14© GfK 2013 | Facebook Conference Amsterdam 2013
Shown is the Gross Return on Investement short term in Euro
The impact o...
15© GfK 2013 | Facebook Conference Amsterdam 2013© GfK 2012 | Facebook Return on Investment on Sales | DD. Month 2012
Comb...
16
Facebook offers a positive
gross and net ROI:
19% of campaign-driven sales came from
Facebook, using only 8% of the tot...
17
18© GfK 2013 | Facebook Conference Amsterdam 2013
Source: MEP Benchmark for Facebook Paid Media
Conclusie ROI studies Face...
19© GfK 2013 | Facebook Conference Amsterdam 2013
Advies voor advertentie (paid media) campagnes
Combine: Integrate Facebo...
20© GfK 2013 | Facebook Conference Amsterdam 2013
Thank you for your attention! Marcel Buskermolen
Consultant Media
06-231...
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The Facebook Conference - Marcel buskermolen - GfK

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Transcript of "The Facebook Conference - Marcel buskermolen - GfK"

  1. 1. 1 The impact of Facebook IT’S ALL ABOUT ROI Marcel Buskermolen GFK
  2. 2. 2 Voorjaar 2013, the Advertising Research Foundation jury heeft GfK’s Media Efficiency Panel als winnaar benoemd in Facebook research challenge In spring 2013: “Thanks so much for your time and effort on the ARF / Facebook measurement challenge. Our judges (…) representatives from Facebook, the ARF, AOL and ESPN, rated your proposal as one of the very best, and they were particularly excited by the international capabilities of the GfK solution. After reviewing the additional information that you provided, we're pleased to announce that we've selected GfK as the winner of the challenge!”
  3. 3. 3© GfK 2013 | Facebook Conference Amsterdam 2013 Toekomstig belang Media in FMCG
  4. 4. 4© GfK 2013 | Facebook Conference Amsterdam 2013 §  Efficiency: ROI based on measured data §  Effectiveness: Uplift factor by contact class §  Interaction effects (TV and Facebook i.e.) §  Effects by target groups and differentiation by New- / Re-Buyer §  Decays by media channel §  Incremental reach of Facebook vs. TV, Print or other media channels §  Customer Value of reached persons Klant vragen Facebook campagnes 4© GfK 2012 | Facebook Return on Investment on Sales | dmexco 2012 | 13th of September 2012
  5. 5. 5© GfK 2013 | Facebook Conference Amsterdam 2013 Het “MEP principe” is simpel: TV, Print, Online en Purchases single source meten!
  6. 6. © GfK 2013 | Title of presentation | DD. Month 2013 6 RESEARCH 21TH CENTURY: PASSIEF METEN ü  Internet desktop/ laptop: GfK Internet Monitor ü TV usage: GfK TV Monitor by soundmatching ü Internet Smartphone/Tablet: GfK Mobile Monitor + in App adv. contacts ü  Print / Radio / @Work: Questionaires
  7. 7. 7 Wie bereik ik met Facebook, is het efficient? En levert het incremental reach op? REACH
  8. 8. 8© GfK 2013 | Facebook Conference Amsterdam 2013 Source: Case study MEP Germany Facebook wordt vaak ingezet naast TV maar levert ook exclusief bereik 43% 30% 7% exclusive reach 36% combined reach 6% exclusive reach 24% combined reach 85% 82%
  9. 9. 9© GfK 2013 | Facebook Conference Amsterdam 2013 Source: GfK Mobile Web Value 6/2013 38,0 35,9 54,8 61,1 GMail YouTube Google Search Facebook58,7 Google Maps 110 71 GMail YouTube Google Search14 Facebook261 Google Maps20 Facebook App achieves reach of almost 60% in Germany With 260 minutes per user, Facebook has by far the longest usage duration among Top 5 Apps in Germany mobile reach App Facebook aanzienlijk Facebook Google Zoeken Gmail Maps Smartphone app usage Nederland Aug 2013- unweighted
  10. 10. 10© GfK 2013 | Facebook Conference Amsterdam 2013 Mobile sage throughout the day Duration(abs.) Base: Smartphone User Source: Media Efficiency Panel 6/2013 Gebruik apps door de dag op mobile phones
  11. 11. 11© GfK 2013 | Facebook Conference Amsterdam 2013 Source: MEP Benchmark for Facebook Paid Media Conclusie bereik Facebook: Incremental reach & Efficient! incremental reach vs. TV created through Facebook Cost efficient way to generate contacts: cost per GRP on average much lower than for TV Facebook achieves highest additional reach via mobile among top internet players (27%) 28%
  12. 12. 12 Sales impact Facebook ROI
  13. 13. 13© GfK 2013 | Facebook Conference Amsterdam 2013 Match advertentie contacten en verkopen: 7% sales door media Shown is the sales decomposition on average based on MEP Benchmark data Source: MEP Benchmark 37% 28% 7% 55% 19%
  14. 14. 14© GfK 2013 | Facebook Conference Amsterdam 2013 Shown is the Gross Return on Investement short term in Euro The impact on Branding Effects can be evaluated additionally. Source: MEP Benchmark for Facebook Paid Media Selectie FMCG cases: Roi Facebook hoger dan TV 0.791.14 1.11  2.99 0.28 Brand 1 Brand 2 Brand 3 TV
  15. 15. 15© GfK 2013 | Facebook Conference Amsterdam 2013© GfK 2012 | Facebook Return on Investment on Sales | DD. Month 2012 Combination of Facebook and TV integration shows effect 87% TV & Facebook Premium Ad 20% synergy effect The calculated uplift is 87% => The Interaction effect is 67pp higher than expected! FB Premium Ads 7% TV 12% 15© GfK 2012 | Facebook Return on Investment on Sales | dmexco 2012 | 13th of September 2012 Source: Case study X Synergie effect; contact met Facebook & TV spot -> ROI
  16. 16. 16 Facebook offers a positive gross and net ROI: 19% of campaign-driven sales came from Facebook, using only 8% of the total campaign spend. Expansive reach: Facebook Ads reached 30% of German online users (~ 13 million). Almost 2 million people were reached exclusively on Facebook. Strong synergistic effect of cross-media exposure: those who saw both Facebook and TV were impacted 54% more greatly than the sum of the individual impacts of either medium. Custom app Page post ads
  17. 17. 17
  18. 18. 18© GfK 2013 | Facebook Conference Amsterdam 2013 Source: MEP Benchmark for Facebook Paid Media Conclusie ROI studies Facebook; hoge sales impact & efficient Facebook sells! ROI of FB & TV exposed shows synergy effects +/- 15-20% of additional campaign driven sales comes from Facebook 3.5% of the total campaign budget is spent on Facebook … although only +
  19. 19. 19© GfK 2013 | Facebook Conference Amsterdam 2013 Advies voor advertentie (paid media) campagnes Combine: Integrate Facebook into your crossmedia campaign due to high efficiency. Get synergy effects from integrated TV and Facebook campaigns Create Awareness : Use Facebook to create your incremental reach vs. traditional media in a very cost efficient way! Go mobile: Advertise also on mobile to extend the reach effects!
  20. 20. 20© GfK 2013 | Facebook Conference Amsterdam 2013 Thank you for your attention! Marcel Buskermolen Consultant Media 06-23198936 Marcel.buskermolen@gfk.com
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