The more devices we have,
the bigger this problem
An auction with only two valuable
spots is not a healthy auction.
Mobile doesn’t convert as
well as desktop or tablet.
The other panelists are going to cover conversion rates in depth
But let’s take a moment and revisit some very basic research from 2011:
Which Fortune 100 companies have mobile versions of their websites?
Which Fortune 100 companies have a mobile site in 2011?
Which Fortune 100 companies have a mobile site in 2014?
Some possible solutions
Google’s Estimated total conversions can help fill
the void. However, Android users are not the
same as other smartphone users and not all
paths start with Google.com.
Emergence of other network identifiers for cross-
device and cross-OS tracking.
Statistical IDs determine user & device by stitching
together lots of different signals.
Facebook’s dirty little secret
= ultra-precise reach and frequency capping
…across all devices
• Full suite of Core Audiences targeting capabilities
• Easier setup (3rd party vendor not required)
• And more!
Better than FBX!
Meet Website Custom Audiences
(or Custom Audiences for Your Website)
Website Custom Audiences
• WCA becomes an acquisition tool when
you expand with lookalikes
• 1% for best performance
• 5% for additional reach
Female, 25-34 Engaged < 6 mos.
West Coast + Hip Hop Existing customers + yoga
And retargeting from inside mobile apps
United Frank & Oak Open Table
• 34 hours/month spent on smartphones
• 86% of that time spent in apps (Nielsen)
What is this Facebook Audience Network?
• Goal: mobile app installs & mobile
engagement (for now)
• Only fires inside mobile apps at the moment
External mobile ad network
• It’s Facebook ads outside of Facebook!
• Target users based on both what they’ve
done and who they are
What’s the big deal?
• Custom Audiences
• Core Audiences
• Lookalike Audiences
How can I target?
R E I D S P I C E
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