Presentation Benjamin Snyers Social Lab Group Ecosystem

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Presentation by Benjamin Snyers about the Facebook ecosystem,new Ad formats, cases of campaigns.

Presentation by Benjamin Snyers about the Facebook ecosystem,new Ad formats, cases of campaigns.

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  • 1. Facebook"Ads"Ecosystem" 1"
  • 2. from"a"student"website"to"a"Mass9Medium" 2"
  • 3. Facebook"is"listed"on"the"stock"market." 3"
  • 4. 2012"is"the"maturity"year"for"Facebook" 4"
  • 5. AdverBsing"is"becoming""“Core”"to"their"business" 5"
  • 6. Facebook"Challenge:"leverage"between"adverBser"&"user" 6"
  • 7. Several"new"Ad"SoluBons"appeared." 7"
  • 8. Deep"Dive"into"Facebook"Ads"Ecosystem" 8"
  • 9. Everything+starts+with+the+bidding+system+ 9" 9"
  • 10. It+is+a+self5serve+adver6sing+pla8orm+•  Facebook"AdverBsing"is"an"aucBon"system"•  You"bid"for:"" Audience" & Placement"&"Formats" 3" 10" 3" 10"
  • 11. Compe66on+with+other+adver6sers+CompeBBon"increases"the"price" 11"
  • 12. How+Does+It+Work+–+Quality+Score++Not"the"ad"with"the"highest"bid"wins,"but"the"ad"with"the"best"performance"(QS)" Auc6on+system+based+on:+ ?+ Quality+Score++ ?+ ?+ QS"=" ?+ CTR*"x"" ?+ Bid"x"" ?+ Historic"x" CompeBBon" "*"First"esBmaBon"is"based"on"10,000"first"impressions"of"the"campaign." 12"
  • 13. How+Does+It+Work+–+Quality+Score+Higher"CTR"means:"•  " Lower"CPC=>"Rewarded"•  " Becer"posiBon"""""" CTR:"0.060%" QS"="****" CPC:"0.45"€" QS"="***" QS"="**" CTR:"0.015%" QS"="*" CPC:"1"€" CTR:"really"bad" No"Impression" QS"="0" CPC:"too"low" 13"
  • 14. Why+does+Facebook+use+Quality+Score?+ 9"User"is"paramount"on"Facebook" 9 "GOAL"="Best"user"experience"" 9 "Relevant"ads"="becer"experience" 9 "CTR"="indicator"of"relevant"ads" " 14"
  • 15. Audience+ 15"
  • 16. +4,7+millions+users+in+Belgium+ > 4.800.000 Belgian members 45% of population (58% of internet users) 66% 85%daily use weekly use >2.000,000 Mobile users 16"
  • 17. Did+you+know…+25%""of"daily"web"impressions" Adults 15-44 Jan-Aug 2012 17"
  • 18. Rich+possibili6es+to+segment+the+audience+ 4,8"millions"of"users" Facebook Friends of Fans Friends of FansInterest Fans PageSport Interest Brands Sector Music Brands Brands 18"
  • 19. Everything+starts+from+the+informa6on+filled+in+by+the+user+ Basic Age, gender, geography, relationship, language Work and Education InterestsFriends Music, Movies, Books, Apps, Pages, Websites 19"
  • 20. Targe6ng+Builder+ 20"
  • 21. Broad+Categories+ 21"
  • 22. Target+a+young+student+who+likes+fashion.+ 22"
  • 23. Urban+Target+ 23"
  • 24. Mass+Media+Target+ 24"
  • 25. Parents+Target+on+Facebook+ 25"
  • 26. Target+fathers+with+children+between+0+519+years+old.+ 26"
  • 27. Target+users+according+to+the+brands+they+have+liked.+ Automobile"Sector" Water"Sector" Energy"Sector" +"300,000"users" +"100,000"users" +"50,000"users" 27"
  • 28. Custom+Audience:+targe6ng+by+Email,+Phone+Number+&+UID’s+ Match"" Rate" 20%" - Remarketing -  Mailing List Reactivation -  Fan Acquisition -  …. 28"
  • 29. Endless+possibili6es+of+targe6ng+ 29"
  • 30. Placement+&+Formats+ 30"
  • 31. During+the+last+12+months…+ 31"
  • 32. From+the+right+to+the+le]+ 40%" of"peoples’"Bme"" on"Facebook"is"" on"news"feed" Content"" &" AdverBsing"Zone" AdverBsing"Zone" 32"
  • 33. Promote+your+message+directly+in+the+user’s+Newsfeed+ CAPPING" 1" Impression"per"user" per"24"h" CAPPING" 3" AdverBsers"" per"users" This"is"an"ad" 33"
  • 34. Your+brand+is+a+part+of+users’+stories.+They+cannot+miss+it.+ This"is"an"ad" CTR" 20x" Compared"" to"right"zone" 34"
  • 35. Even+on+mobile.+ +2m" Users"in"" Belgium" “Sponsored” Stamp 35"
  • 36. Facebig+ 36"
  • 37. +20+Formats+on+Facebook++ 37" 37"
  • 38. +20+Formats+available++ Engagement/" Sponsored"Stories" Page"Post"Ads" Standard"Ads"Generate"Awareness" Sponsorize"interacBon" Amplify"the"distribuBon"Generate"Traffic"(in"&"offsite)"" between"the"brand"" of"your"content"on"Generate"AcBon" &"the"connected"users." Facebook" " " 38"
  • 39. Adver6sing+Standard+Unit+ Engagement/" Sponsored"Stories" Page"Post"Ads" Standard"Ads"Generate"Awareness" Sponsorise"interacBon" Amplify"the"distribuBon"Generate"Traffic"(in"&"offsite)"" between"the"brand"" of"your"content"on"Generate"AcBon" &"the"connected"users." Facebook" " " 39"
  • 40. Adver6sing+Standard+Unit+(ASU)+ CPM/CPC" 1910"adverBsers" Self"Serve" 40"
  • 41. ASU+on+Homepage+5+Alone+ CPM" 100"%"SOV" Self"Serve" 41"
  • 42. .WHO+LEFT+THE+DOOR+OPEN?+ 42"
  • 43. It"is"a"test"
  • 44. Sponsored+Stories+ Engagement/" Sponsored"Stories" Page"Post"Ads" Standard"Ads"Generate"Awareness" Sponsorize"interacBon" Amplify"the"distribuBon"Generate"Traffic"(in"&"offsite)"" between"the"brand"" of"your"content"on"Generate"AcBon" &"the"connected"users." Facebook" " " 44"
  • 45. How+does+it+work?+ 85%" Sponsored Stories David likes this brand 12%" David likes this brand Your Brand LikeSTEP 1: STEP 2: STEP 3:David likes a brand, A story is generated on If the advertised branduses an application, David’s friends’ News Feeds, included Sponsored Stories inor checks-in into a which they may or may not their Facebook Ads campaign,location. see. David’s friends will see this story in the right column. 45" 45"
  • 46. The+user+is+the+message+ 46"
  • 47. Sponsor+everything.+ App Like Wallpost Website App POS 47"
  • 48. 92%+of+the+users+trust+friends+recommenda6ons.+ 48"
  • 49. Distribute+everywhere+ Friends"of"fans" Friends"of"fans" Friends"of"fans" 49"
  • 50. Sponsored+Stories+in+Newsfeed+ 50"
  • 51. Page+Post+Ads+ Engagement/" Sponsored"Stories" Page"Post"Ads" Standard"Ads"Generate"Awareness" Sponsorise"interacBon" Amplify"the"distribuBon"Generate"Traffic"(in"&"offsite)"" between"the"brand"" of"your"content"on"Generate"AcBon" &"the"connected"users." Facebook" " " 51"
  • 52. It+starts+with+the+content+posted+on+your+page.+ 52"
  • 53. Did+you+know+that…+When you poston your Facebook page, 16%"you only reach 16%* 16%"of your fans.* Worldwide average communicated by Facebook Fans"reached" organically"Why?EdgeRank is an algorithm thatranks objects in the Facebook News Feed.Affinity x Weight x Time 53"
  • 54. Page+Post+Ads+to+amplify+your+reach+ 12-16% of friends/fans Organic see your post/content Paid Media Up to 85% of friends/fans see the content % of fans reach by your messagePubs 16%Pubs 65% 85% Daily Weekly 54"
  • 55. Reach+is+the+new+Like+Facebook" FOF"Fans"16%"For"each"new"post,"there"is"a"reflecBon"about"amplificaBon"Who?"When?"How"long"for?" 55"
  • 56. PPA’s,+everywhere.+ Everything"starts" with"the"content" on"the"page." Control"the"distribuBon"of"your"content" All" Fans"&"Friends"of"fans" All" 56"
  • 57. Video+directly+in+the+newsfeed.+ 57"
  • 58. New"Formats" 58"
  • 59. +20+Formats+available++ Sponsored"Results" Log"Out" Mobile"App"Install"Display"a"message"" Generate"impact"" Boost"the"number"of"in"the"search"results" on"Facebook" installaBon"of"your"mobile"app" (iPhone,"Android,"Windows)" " Mobile"only." 59"
  • 60. Place+your+message+in+the+search+bar+results+Sponsored"Results"format"" Main"features:" " 9  The"search"Bar"is"one"of"Facebook’s"most"used"features." 9  TargeBng"by"“Targeted"EnBBes”(page,"app,..)"or"profiles." 9  Target"CompeBtors’"pages." 9  No"off9site" 9  CPC"or"CPM" 60"
  • 61. Log5Out+Experience.+The+most+impac8ul+format++ 61"
  • 62. Mobile+App.+Boost+the+number+of+installa6on+of+your+app.++ 62"
  • 63. When+users+click+they+are+redirected+to+the+store+ App"Store" Android"Market" 63"
  • 64. Tracking,"monitoring"and"opBmizing"performances" 64"
  • 65. Rich+solu6ons+of+tools+to+analyze+campaign+performances+Real9Time"ReporBng"No"storage"LimitaBons"Different"Level"of"Analysis"Diferent"Time"Stamp:"daily"monthly,"Year,…"""" 65"
  • 66. Op6miza6on+is+the+key+to+ROI+ Daily bidding & budget optimization1 - We split the targeting in several sub-segment (Gender, Age, Interest)2 – We analyze which segments perform best from the message POV.3 - We ventilate the budget according to which campaign works best.4 – It is an iterative process, which means that we repeat it. We optimize your investment in REAL TIME in order to reach the best ROI Launch middle Reallocation of Budget V € OPTIMIIZATION OPTIMIZATION V € X € 66"
  • 67. Facebook+Ecosystem+on+one+slide+ Endless" PossibiliBes" Audience"Bidding" +6" Emplacements" +20"" Formats" OpBmizaBon" ReporBng" 67"
  • 68. And so what? 68" 68"
  • 69. What+are+the+benefits+of+FB+Adver6sing?+Large"Reach"" TargeBng" Real9Bme" Flexibility" possibiliBes" reporBng" "OpBmisaBon" Price" Rich"Media" Social" Newsfeed" " Context" " " 69"
  • 70. Facebook+Ads+can+help+you+solve+a+lot+of+problema6cs+Which+media+strategy+to+adopt+regarding+my+objec6ves?+ Awareness" Traffic" Offline"/Online"Sales" Reachblock"Video" Marketplace" Offers" Sponsored"Stories"" standard"ads"" Page"Post"Ads" Newsfeed"Desktop" Sponsored"Stories" Domain" Sponsored"Stories" Newsfeed"Mobile" Fan"AcquisiBon" Engagement" Contest/"Mobile"App" Reachblock" Sponsored"Stories" Inline"Fan"for"App" Like" Page"Post"Ads" Sponsored"Stories" Marketplace" Page"Post"Ads" for"App" Like" " Sponsored"Stories" Like" 70"
  • 71. Business"Cases" And so what? 71" 71"
  • 72. 72"
  • 73. Briefing+&+objec6ves+ Amplify Word of Mouth with Ads 73"
  • 74. Strategy+2+1 is a great offer.We “Like” it!And Facebook users will certainly do so!They will buy it and also TALK about it.Those discussions around the promotionare a valuable medium that one should use.Your “SOCIAL CURRENCY”Our proposition?Generate an (online) discussionaround the promotion,amplify it and generate as muchAwareness around it as possible. 74"
  • 75. Everything+starts+with+a+post+and+the+page.+ 16%" 32,000"" 75"
  • 76. Increase+the+reach+of+the+content+ 85%"of"fans"&"18"VL+"" +"1,500,000"" Male"18+" We will have m users 18 +years old as core Interest target." " Inside that core target, we will target users" with a bigger potential interest to our message." ! ! Jupiler’s Fans ! " Friends of Fans 76"
  • 77. Beer?+Hum…+who+will+be+the+target?+ 85%"of"fans"&"M18+"" +"1,500,000"" Sports Fan Beer, Wine and Student Spirit Lover Barbecue Football Fans Jupiler Fans 77"
  • 78. Find+the+right+balance+between+Reach+&+Performance+Reach 18+" Friends"" of"Fans" Sport" Foot" Performance 78"
  • 79. Message+is+adapted+to+targe6ng+to+boost+performances.+ Students" Foot" 18+" "" Fans" Wine" 79"
  • 80. Everywhere.+On+the+best+Facebook+Placements.+ 80"
  • 81. 1)+Generate+traffic+to+the+post+ POST NL: 1.456 LIKES / 1.043 SHARES / 270 COMMENTS Non9"Fans" POST FR: 1.623 LIKES / 1.824 SHARES / 297 COMMENTSASU" Fans" PPA" 81"
  • 82. Amplifica6on+vs+No+amplifica6on+PPA" No"PPA" 70,000"people"saw"this." 9,000"people"saw"this." 3,662"interacBons" 344"interacBons" 82"
  • 83. Wow,+those+guys+interact+with+the+content.+ "STORIES"appears"in"Newsfeed"" 270 COMMENTS POST NL: 1.456 LIKES / 1.043 SHARES / POST FR: 1.623 LIKES / 1.824 SHARES / 297 COMMENTS get"organically"" Placed"into"" 12%++ of"friend’s" news"feed" Share" Like" Comments" 83"
  • 84. Sponsorise+the+interac6ons+to+amplify+the+WOM.+ With"Paid"Media" You"reach"up"to"" 85%" of"your"target" 84"
  • 85. Sum+Up+the+ecosystem+Advertising People interact with It appears in the content the newsfeed of 12% Facebook.com 85% Benjamin Snyers .PPA Offers commented on Jupiler Like Comment 16% Like Comment Seen by 85%* 12% of the target group" Seen by 12% of the friends "" We make an ad of the stories generated (called sponsored stories). 85% It means that 85% of the friends of the.Sponsored Stories user will be exposed to the stories. 16% Benjamin Snyers Seen by 85%* commented on of the friends "" Jupiler 85"
  • 86. Results+Impressions! 88,384,806 Clicks! 41,967 CTR! 0,047% Benchmark+FMCG+ CPC:+0,45+€+ CTR:+0,30+%+ We generated approx. 100,000,000 impressions And + 40,000 qualified visits. Average CPC is 32% cheaper than the Sector average 86"
  • 87. From Facebook to POS 87"
  • 88. Offer+5+principle+Brands"and"organizaBons"can"share"discounts"with"their"customers"by"posBng"an"offer"on"their"Facebook"Page."""When"someone"claims"an"offer,"they"receive"an"e9mail." 88"
  • 89. Offers+5+structure+ Offers"are"a"new"type"of"post" 89"03/12/12" 89"
  • 90. Claiming+an+offer+ 90"
  • 91. Claiming+an+offer+ People"can"resend"offers." Offers"can"be"shared." Offers"do"expire." 91"
  • 92. Offers’distribu6on+can+be+boosted+by+adver6sing+The"claim"is"a"story…it"can"be"sponsored"by"a"Sponsored"Story"!" 92"
  • 93. Results+ >"1.500"visits" 38.000"fans"on" in"shops" Page" " 23.000"Offer" Requests" 1.764" shares" 1.169.704"views" 93"
  • 94. Lee: Fit to your client 94"
  • 95. Briefing+&+objec6ves+ VIEWS!" Amplify Word of Mouth with Ads 95"
  • 96. Key+Elements+of+the+Campaign+ Interna6onal+ TARGETING:+25535+YO+ Distribu6on+ DistribuBon"of"the"message" REACH":"+"3"M"" on"the"best"placements"5"Ci%es:""London"Utrecht"Amsterdam"Gent"Antwerp" 96""
  • 97. Targe6ng+Mix:+Reach+&+Interest+ Compe&tors Reach.:.778.800 #Diesel (brand), #Urban Outfitters, #Cheap Monday, #Asos, #Ralph Lauren, #ASOS.com, #Topman, #Levi Strauss & Co., #Nudie Jeans, #G-Star Raw, #Fred Perry, #Topshop, #Scotch and Soda, #Pepe Jeans, #7 for all Mankind, #J.Crew, #Tommy Hilfiger, #Men at Work, kw, #Guess (clothing) or #Mr. Porter Lee’s%related%pages Reach%:%1.270.520 #The Black Box Revelation, #Ratatat, #Animal Collective, #Esquire (magazine), #Santigold, #Arctic Monkeys, #The xx, #FHM, #The Libertines, #Metronomy, #Diplo (DJ), #Chromeo, #Vivienne Westwood, #The Strokes, #Bloc Party, #Caribou (musician), #Phoenix (band), #Grazia, #Hot Chip, #Yeasayer, #Red Wing Shoes, #NME, #Foals, #Wallpaper (magazine), #Kings of Leon, #LCD Soundsystem, #Muse (band), #Fleet Foxes or #VICE (magazine) 97"
  • 98. Targe6ng+Mix:+Reach+&+Interests+ Bands Reach*:*80.960 #Rizzle Kicks, #Tighten Up (The Black Keys song), #Orbital (band), #Brothers (The Black Keys album), #M83 (band), #Trash (Alice Cooper album), #The Black Keys, #M83, #Alice Cooper, #M83 (album), #Richard Hawley or #El Camino (The Black Keys album) Clothes Reach+:+923.720 #Sixpack France, #Urban Outfitters, #Casio, inc, #ASOS.com, #New Balance, #WESC, #Calvin Klein, #Vans, #Dickies, #Bench (clothing brand), #Fred Perry, #The North Face, #Paul Smith (fashion designer), #Gio-Goi, #Abercrombie & Fitch, #Tommy Hilfiger, #Nike, superdry, #Carhartt, #Dockers, #Desigual, #Converse (shoe company), #Miss Sixty or #Timberland (entreprise) 98"
  • 99. Content+diffusion+starts+on+the+page+ gets"organically" placed"into"" 16%++ of"fan’s" news"feed" 99"
  • 100. We+ac6vate+adver6sing+to+reach+85%+of+fans+ gets"organically" placed"into"" 85%++ of"fan’s" news"feed" 100"
  • 101. The+content+is+distributed+on+every+support+ 101"
  • 102. The+Results+Cost per View : 0,12€ CTR: 2% 20% 104 1.710 Reach Comment on Page Posts Page Post Likes 102"
  • 103. Occupy Territory during Christmas 103"
  • 104. Briefing+&+Objec6ves+ Generate"awareness"for"the" different""Samsung"products" range"during"Christmas" Period"trough"a"full" experience"on"Facebook." " " 104"
  • 105. Insight+&+Mission+ Just+remember…+ You"were"a"kid." With"those"catalogs"of"toys,"games,"sport" accessories." " Dreaming"about"which"" were"the"3"you"would"pick"up…""BUT…+"You"received"the"present"only"if"you"were"kind."" Kind"or"not"Kind?" 105"
  • 106. The+Idea+ A"Facebook"ApplicaBon"to"create"" your"wishlist"among"Samsung"products." " " "You"choose"4"products"among"Samsung"categories."" IT"Products" Telecom" TV"Audio" Video" Home" Appliances"One"by"Category.""" 106"
  • 107. Kind+or+Not?+And…"You"need"to"prove""that"you"were""a"“Kind”"boy""or"girl"How?+"Friends"will"tell" Kind" Not" Kind" 107"
  • 108. And+the+winner+is…+On+the+24+of+December,+winners+are+announced.+ The"24"of"December"at"midnight,"" the"20"people"that"have"got"the" most"«"Nice"»"votes"" 108"
  • 109. Surprise!+Who+has+been+the+meanest?+ The"31"of"December"at"midnight,"" the"10"people"who"have"got"the"most"«"Not" Nice"»"votes"will"get"an"email"and"SMS"to" confirm"that"they"will"get"their"gi{s"!" " 109"
  • 110. Will+It+Work+on+its+own?+Great"Idea"But…"Without"mediaBsaBon….""It"will"not"work""The"app"will"stay"unvisited…."" You"need"a"STRONG++ Facebook"Media"Plan" 110"
  • 111. Key+Elements+Of+The+The+Ad+Campaign+ Budget+ TARGETING:+25534+YO+ MESSAGE+–+Two+phases+66%"of"the" REACH":"+"4"M"" 1 "Premium." "budget"invested" Generate"maximum""in"the" awareness"trough""mediaBsaBon"of" the"use""the"acBon" of"video" 2 "Marketplace" " Dynamic+&+crea6ve+ use"of"Facebook"to" maintain"target" acenBon"at"his"highest" and"generate"a"max"of" parBcipaBon" 111"
  • 112. Big+Launch,+Big+Exposure+During"the"launch,"we"have"booked"a"Reachblock"video."It"means"that"Samsung"was"the"only"adverBser"on"Facebook""that"day." Maximum"of"" exposure"on"the" target." " Awareness"boost." " REACHBLOCK" 112"
  • 113. Followed+By+A+Dynamic+&+Crea6ve+Campaign+•  3"waves"with"different"messages"•  Format"mix"based"on"targeBng"&"objecBves" Premium"Ads"•  TargeBng"by"age"&"gender" Christmas"Countdown"•  Daily"opBmizaBon"" W1:"CLSC" W2":"CLSC" W3":"ILF" W4":"CLSC" Sponsored"Stories"Likes"(SSL)" Page"Post"Ads"(PPA)" BE" NL" 12/12" 17/12" 23/12" 26/12" 01/01"113" 24/12"
  • 114. Change+Message+To+Stand+Out+WEEK"1" Ads"Targeted"" by"Age"&"Gender" Copy"based"on"age" WEEK"2" Focus"on"game" acBvity" Immediate"feeling" 114"
  • 115. Change+Message+To+Stand+Out+ J9"1" Last"Day"to"win." 26"of" Surprise"December" 115"
  • 116. Branded+&+Clear+Visuals+ 26"of"December","we" adapted"the"color"Brand+Logo" Christmas+theme+ background" Clear+visual+of+brand+ product" We+adapted+the+visual+with+the+most+ chosen+product+ 116"
  • 117. Divide+And+Rule ++We"segmented"the"campaign"to"avoid"a"rise"of"CPC""due"to"aggressive"compeBBon"during"Christmas" 117"
  • 118. Diversity+To+Avoid+Aren6on+Drop+We"developed"several"messages"for"each"sub9segment"in"order"to"avoid"users’"acenBon"drop" 118"
  • 119. Results+ In"3"weeks"Bme..."" 119"
  • 120. Results+ " " +700,000,000"" Impressions" " " " 120"
  • 121. Results+ " " " " " " " "+80,000"" " " " " " "parBcipants"" " " " 121"
  • 122. Results+ " " " " " " " "+"60,000"" " " " " " "New"Fans" " " " 122"
  • 123. Results+ Cost"per"fan"50%"lower"" than"previous"Samsung"Campaign"(NL)" 123"
  • 124. Results+ " " " " " " " "+"40,000"" " " " " " "Wish"lists"created" " " " 124"
  • 125. Results+ +"70,000"Kind"or"Not"Kind"votes" 17,610+votes++ 59,306+votes+ 22%+ 78%+ 125"
  • 126. Results+ 50,000"app"shares"in"the" newsfeed." 126"
  • 127. LastChapter 127"
  • 128. AdverBsers"are"Dreamers" 128"
  • 129. Since,"the"internet"was"created," 129"
  • 130. They"dreamt"about"engagement" 130"
  • 131. They"dreamt"about"Reach" 131"
  • 132. They"dreamt"about"more"targeBng"possibiliBes." 132"
  • 133. They"dreamt"about"more"efficiency"with"less"digital"media." 133"
  • 134. They"dreamt"about"rich"media."
  • 135. They"dreamt"about"real9Bme"reporBng" 135"
  • 136. They"dreamt"about"a"perfect"format""to"reach"users"on"mobile." 136"
  • 137. All"in"one"place."
  • 138. The"day"has"come." 138"
  • 139. Thank+You+ 139"