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New data on theeffectiveness of FacebookAdvertising Research Foundation Conference   June 12, 2012
Top highlightsFacebook drives efficiency, effectiveness and ROI             •  Seeing earned brand messages                ...
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 spen...
Friends of fans are top customers as well Sales                                                      Brand engagement     ...
Power of a Like IIJune 2012Takeaways•  Fans are still your most   valuable customers•  Seeing brand messages   increases p...
Fans are still your best customers          Fans spend 131%          more and friends of                    Fans spend    ...
Fans and friends of fans purchase more whenexposed to earned brand messages       Fans and friends of       fans bought 38...
Fans and friends of fans also purchase morewhen exposed to paid media                               Fans and their friends...
Facebook ads effectively drive offlinesales across many ROI studies
Facebook ads drive offline sales                                       Across 63 campaigns                3X ROI or better ...
Facebook is most cost effective driving     sales in a cross media CPG campaign     Over delivering in terms of sales and ...
3XROIPremiumTarget blocks
15%of sales resulting fromthe media campaignare attributable toFacebook3.8mpeople saw thecampaign on Facebookwho did not s...
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Facebook Advertising Research Conference

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New data on the effectiveness of Facebook
Advertising Research Foundation Conference

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Transcript of "Facebook Advertising Research Conference"

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