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Facebook Advertising Research Conference
 

Facebook Advertising Research Conference

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New data on the effectiveness of Facebook

New data on the effectiveness of Facebook
Advertising Research Foundation Conference

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    Facebook Advertising Research Conference Facebook Advertising Research Conference Presentation Transcript

    • New data on theeffectiveness of FacebookAdvertising Research Foundation Conference June 12, 2012
    • Top highlightsFacebook drives efficiency, effectiveness and ROI •  Seeing earned brand messages increases purchase behavior •  Showing ads to fans and their friends drives in-store purchases Across 63 campaigns: •  3X ROI or better in 70% of campaigns •  5X ROI or better in 49% of campaigns
    • comScore Power of a Like
    • Power of a Like IJuly 2011TakeawayFans and friends of fans areyour most valuable customers
    • Fans are your best customers Sales Brand engagement Fans spend 8% more and transact 11% more frequently Fans conduct 68% more searches Web traffic Fans visit the site 5x more Source: The Power of the Like, comScore and Facebook, July 2011 * Numbers compared to average internet user
    • Friends of fans are top customers as well Sales Brand engagement 8% higher spending by friends of fans 27% more searches by friends of fans Web traffic 2.5x more site visits by friends of fans Source: The Power of the Like, comScore and Facebook, July 2011 * Numbers compared to average internet user
    • Power of a Like IIJune 2012Takeaways•  Fans are still your most valuable customers•  Seeing brand messages increases purchase behavior•  Showing ads to fans and their friends drives in-store purchases
    • Fans are still your best customers Fans spend 131% more and friends of Fans spend fans spend 104% 97% more and more friends of fans spend 51% more Fans spend 109% more Fans spend 60% more Source:: The Power of the Like II, comScore and Facebook, June 2012 * Numbers compared to average internet user
    • Fans and friends of fans purchase more whenexposed to earned brand messages Fans and friends of fans bought 38% more frequently Fans and friends of fans bought 21% more frequently Source: The Power of the Like II, comScore and Facebook, June 2012 * Numbers compared to unexposed fans and friends of fans
    • Fans and friends of fans also purchase morewhen exposed to paid media Fans and their friends overall Major bought 16% more frequently offline in store and bought 56% retailer more frequently online from this retailer. Source: The Power of the Like II, comScore and Facebook, June 2012 * Numbers compared to unexposed fans and friends of fans
    • Facebook ads effectively drive offlinesales across many ROI studies
    • Facebook ads drive offline sales Across 63 campaigns 3X ROI or better in 70% of campaigns 5X ROI or better in 49% of campaignsSource: Variety of 3rd party methodologies likepanels and mix media models, all client initiated
    • Facebook is most cost effective driving sales in a cross media CPG campaign Over delivering in terms of sales and efficiency Facebook over delivering Return on Investment on incremental sales Sales return by £ invested – by channel £1.34 Sales return by £1 invested Facebook 11% of incremental sales Facebook 9% of media spend £1.16 £1.11 £1.02 Spend Facebook For every £1 spent on Facebook display media on this Other Media campaign, the client saw a directly attributable sales Sales return of £1.34 Total campaign Online display TV Facebook displaySource: Millward Brown case study 2011
    • 3XROIPremiumTarget blocks
    • 15%of sales resulting fromthe media campaignare attributable toFacebook3.8mpeople saw thecampaign on Facebookwho did not see it on TV