Facebook Advertising Research Conference

  • 17,144 views
Uploaded on

New data on the effectiveness of Facebook …

New data on the effectiveness of Facebook
Advertising Research Foundation Conference

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
17,144
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
122
Comments
0
Likes
16

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. New data on theeffectiveness of FacebookAdvertising Research Foundation Conference June 12, 2012
  • 2. 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
  • 3. comScore Power of a Like
  • 4. Power of a Like IJuly 2011TakeawayFans and friends of fans areyour most valuable customers
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. 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
  • 11. Facebook ads effectively drive offlinesales across many ROI studies
  • 12. 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
  • 13. 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
  • 14. 3XROIPremiumTarget blocks
  • 15. 15%of sales resulting fromthe media campaignare attributable toFacebook3.8mpeople saw thecampaign on Facebookwho did not see it on TV