1. EFFECTIVELY CONNECTING
BRANDS TO CONSUMERS
Facebook Premium: updates

2. I. Introduction in Thinkdigital facts&numbers
We are here to
discuss about
II. Facebook facts and figures
III. When to use marketplace vs premium?
How do we choose the mix?
IV. Facebook Premium Advantages
PREMIUM ADVERTISING
V. Types of Facebook Premium Ads best use
& tech specs
WHAT’S ALL ABOUT FOR
TODAY?
VI. Case Studies Local vs Global
VII. Pricing Standard
VIII. Round table and open discussion: next
steps

3. I. Introduction

4. THE CUSTOMER JOURNEY
experience
happy/sad
customer
THEN
stimulus
shelf
Feedback
NOW
stimulus
• reviews
• ratings
• search
• community
• WoM
• product
comparison
shelf
experience
happy/sad
customer

5. THE BUTTERFLY EFFECT
paid
media
hybrid
media
content
advertising
amplification
owned media
Social media

6. THINKDIGITAL IN NUMBERS
(2013)
1 of 8
working with
MSN partners
in the world
183
publishers across
the region
1 of 6
Facebook partners
in the world
6
serving
more than
1400
225
digital marketing
campaigns
in 2012
advertising
clients per
month
70+
Marketing
Professionals
#1
Digital Media
Company in CE
& SE Europe
7
years of
continuous
growth
local offices
in the
region

7. REACH
MASSIVE REACH IN EUROPE
AND THE WORLD
4.4 M
ROMANIANS ON
INTERNATIONAL
PROPERTIES
1.5 M
ROMANIANS ON
LOCAL WEBSITES
(duplicated)
7M
Top
local
player
ROMANIANS
ON FACEBOOK
(strong local &
international properties)
Reach
(SATI)
28.1M
ROMANIANS ON
SKYPE
EVEN STRONGER
IN ROMANIA
2.7 M

8. PREMIUM
ADVERTISING
II. Facebook facts
and figures

9. Facebook enables businesses to connect
with more people on more devices…
…more often than anywhere else

10. Romanian Stats
169
7M Users
Friends
[average]
4.2m Mobile
Users
60+%
Return Daily

11. Across multiple touch points
70%
YOY
growth on
mobile
4.2 MIL
Monthly active users
on mobile in Romania
7 MIL
Overall users
in Romania

12. News Feed is Facebook’s mobile
experience
In RO
~700k daily
users in NF
4.2m Mobile
Users

13. A Facebook User Likes on Average
36.7 Pages
In Romania, A Facebook User Likes on
Average 22 Pages (- 40% vs Global)

14. Facebook User Share on average …
The majority of
Facebook shares
comes for Photo
(post or gallery),
followed by Videos
and Links

15. Buying is inherently social
People rely on friends to
help them make buying
decisions
92%
trust word of mouth
of friends & family
47%
trust TV, press and
newspapers

16. PREMIUM ADVERTISING
III. When to use marketplace vs
premium? How do we choose
the mix?

17. Not only for one time campaigns

18. But for constant campaigns on marketplace and
timely campaigns on premium inventory…..
Jul
Apr
Aug
May
Sep
Jun
Oct
Nov
Dec
Jan
Feb
Mar

19. Do I want to push my
message in 1 day?
Do I need all FB
targeting options?
Do I want to drive
actions (e.g. likes,
sales, app installs,
registrations)?
RHS & NF
ADs
Is your only touch
point mobile?
Do I want to engage
with users after they
have logged out of
FB?
Do I want to be the
only advertiser
running in that
placement?
Do I want to display
a large size creative?
Do I need massive
reach in a small time
window?
Do I want
retargeting?
Do I want to drive
engagement?
Do I want to build
awareness for my
new product/service
release?
FBX
Reach
Block
LOX
Premium
Ads

20. PREMIUM ADVERTISING
IV. Facebook Premium
Advantages

21. Drive brand results and social
interaction transactions
PREMIUM ADVERTISING
The most impactful way to
distribute your content
Massive Reach
Multiple Ad Formats

22. PREMIUM ADVERTISING
V. Types of Facebook Premium
Ads

23. Premium Ads Placements
Right-hand side
Logout
Experience
+
News feed Desktop
News feed Mobile

24. Types of Facebook Premium
Ads
PREMIUM ADVERTISING
1. Premium Page Post CPM basis
[placed in RHS only]
2. News Feed Reach Block
3. News Feed Target Block
4. RHS Reach Block
5. Logout Experience

25. 1. Premium Page Post CPM basis
PREMIUM ADVERTISING
How it works
 A Premium Page Post can be any type of Page
Post ads
It is an efficient way to serve booked impressions
to users, reaching them on the homepage RHS
(right hand side)
Targeting options:age,gender, city, keywords
[interests, educations, relationship, status,
connections]

26. AMPLIFICATION Post Video Ad
Page
PREMIUM ADVERTISING

27. AMPLIFICATION Post Photo Ad
Page
PREMIUM ADVERTISING

28. AMPLIFICATION Post Link Ad
Page
PREMIUM ADVERTISING

29. 2. News Feed Reach Block
PREMIUM ADVERTISING
How it works
 A news feed reachblock can be any type of Page
Post ads, targeted to news feed mobile, news feed
desktop or both news feed desktop and mobile.
The page post must be scheduled to go live with
the Reachblock to make sure the post has no
organic distribution since posts are boosted to news
feed only once

30. 2. News Feed Reach Block
PREMIUM ADVERTISING
How it works
The page post cannot be a hidden post
It is an efficient way to serve impressions to all the
users within your target group every 24 hours. In
other words, you can reach every day almost every
user of your target audience !
Targeting options: day, all feed/desktop/mobile,
gender, age (13+, 18+, 21+, 25+)

31. News Feed Reach Block

32. Newsfeed Reach Block
3.47M
users in 24
hours
Massive Reach!
Enable word of mouth at scale

33. 3. News Feed Target Block
PREMIUM ADVERTISING
How it works
 A news feed target block can be any type of
Page Post ads, targeted to news feed mobile, news
feed desktop or both news feed desktop and
mobile.
It’s a 3 Days Campaign
The page post cannot be a hidden post
Targeting
options:
all
feed/desktop/mobile,
gender, age (13+, 18+, 21+); age brackets (18-34;
18-49; 21-34; 21-49; 25-49 )

34. 4. RHS Reach Block
PREMIUM ADVERTISING
How it works
 A reachblock can be any type of Page Post ads,
targeted to desktop Right Hand Side
It is an efficient way to serve impressions to all the
users within your target group every 24 hours. In other
words, you can reach every day almost every user of your
target audience !
The page post must be scheduled to go live with the
Reachblock to make sure the post has no organic
distribution since posts are boosted to news feed only
once

35. 4. RHS Reach Block
PREMIUM ADVERTISING
How it works
The page post cannot be a hidden post
Once a user sees the Engagement ad 3 times (the
frequency cap), it will be displayed to him again only if the
estimated impressions goal is not reached. In such case,
the user may see the ad up to 2 additional times.
Targeting options: day, gender, age+ (13+, 18+, 21+,
25+)

36. AMPLIFICATION Reach Block
RHS
PREMIUM ADVERTISING
2.2
users in 24
hours

37. 5. Logout Experience
PREMIUM ADVERTISING
How it works
Build your ad for success
 Cover photo: provide an engaging image
enticing users to click
 Profile photo: clearly represent your brand or
product with a strong, recognizable logo
 Post copy: post an interesting title introducing
your product or offer
 Link: add a clear image and a call to action so
users click on your link

38. 5. Logout Experience
How it works
PREMIUM ADVERTISING
 Increase direct response actions to your
website (write in your post :
Save 15% off
flowers this Mother’s Day; Sign up now)
 Launch new products or signup
Targeting options: day, age+ (13+, 18+, 21+)

39. LogOut Experience
Logout Experience Link
Show a link post from
your Page at the end of a
user’s experience when
they are about to actively
seek new content
 Logout Experience Video
Distribute a video post from
your Page at the end of a
user’s experience when
they are about to finish
engaging and create new
engagement circle and
continued experience!

40. LogOut Experience

41. Connected Screens
LOX & Mobile
Premium Ads
Ford “Kuga
Drive”

42. PREMIUM ADVERTISING
VI. Case Studies
Local vs Global

43. Vodafone Red Results Romania:
INFLUENCE
•More than 40 000
video plays within 24h
•More than 1,7mil
people were reached within 24h

44. New Seat Leon Results Romania:
INFLUENCE
•More than 50,000 video plays within 24h
•More than 1,7 mil people were reached within 24h

45. New Ford Kuga Hungary :
INFLUENCE
•More than 4 mil impression were delivered
•More than 1,7 mil people were reached within 24h

46. New Garnier Olia Results Serbia:
INFLUENCE
•More than 48,000 video plays within 24h
•More than 1,4 mil people were reached within 24h

47. Mascara Wings, Lóreal Bulgaria:
INFLUENCE
•More than 30,000 video plays within 24h
•More than 1,3 mil people were reached within 24h

48. Unilever Dove, Greece:
INFLUENCE
•Two full days of coverage with 101 262 Video Plays
•Over 7 mil impression or 2,4 mil
hours
people were reached within 48

49. P&G Moonbeam, Greece:
INFLUENCE
•Over 49 000 video plays within 24 hours
•More than 3,5 mil impression or 1,2 mil
within 24 hours
people were reached

50. PREMIUM ADVERTISING
VII. Pricing

51. Category/Channel
Property/Targeting
PREMIUM ADVERTISING
Sustained Media [regular premium ads placed RHS]
minim IO for first time client 8167 Eur
Reach Block RHS
[Righ Hand Side]
1 Day Booking
frequency cap of 3-5 per day
Log Out Experience
1 Day Booking
average frequency cap 2.5-3 per day
NEWS FEED Reach Block
- 1 Day Booking
- It's requiered a unique page post for this campaign
and meeting the min IO whereas the difference up to
min IO to be spent through any premium campaign
[with a different page post ad]
- frequency cap of 1 per campaign
Gender, Age, City/Radius/Location,
Keywords [interests, educations,
relationship, status, connections
etc]
Q1 2014
Guaranteed IMPS
Q1 20134
Est. UU
Cost Euro Net
CPM Eur Net
1,839,415
€
8,167.00
€
4.44
1 Day Booking, Mon-Thu (13+)
11,048,387
2,209,677 €
14,154.00
€
1.28
1 Day Booking, Mon-Thu (13+)
3,893,333
1,557,333 €
14,963.00
€
3.84
1 Day Booking, Mon-Thu (13+)
3,474,903
3,474,903 €
9,215.00
€
2.65
3,468,013
1,156,004 €
10,530.00
€
3.04
€
€
8,167.00
10,889.00
NEWS FEED TARGET BLOCK - 3 Days Booking frequency
3 Days Booking, Mon-Thu (13+)
cap of 3 per campaign
MIN IO for First Time Client Offer
MIN IO for the 2nd Time Clients

52. NEXT STEPS
VIII. Round table and open
discussion: next steps
talk now! ;)
Let’s

53. thank you!