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Facebook Ad Targetingfor Mobile Marketers  June 2012
Facebook Ad Targeting for Mobile Marketers                                                 Active Facebook                ...
Facebook Ad Targeting for Mobile Marketers                                                Active Facebook                 ...
Improve efficacy of conversions using Facebook     mobile targeting     Cost per Gross Adds                               ...
FAQ   Q. Can I target competitor’s customers?   Clients cannot target competitor’s customers. So O2 can only access O2   c...
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Facebook Ad Targeting for Mobile Marketers

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Facebook now offer 9 global Ad Targeting Clusters for Mobile Marketers. Mobile Marketers using these Mobile Targeting Clusters have seen on average 30-45% lower cost per gross ads (CPGA) compared to standard demographic targeting.

This is from Facebook's weekly update, as of 3rd July 2012. All details from the update can be found here: http://www.stephencater.com/search?q=facebook

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  • These solutions are producing real impact for our clients. Several advertisers who are using the mobile clusters are seeing their cost per acquisition for new customers reduce by 15-45%. More recently few advertisers who have been using the Page Post Ads, with social context, have been able to reduce their CPA by 50% and this is without using any mobile clusters. There are many clients who are doing this well. AT&T, Verizon in US. O2 & Vodafone in UK and may others who are using our platform to drive real sales at scale.
  • These solutions are producing real impact for our clients. Several advertisers who are using the mobile clusters are seeing their cost per acquisition for new customers reduce by 15-45%. More recently few advertisers who have been using the Page Post Ads, with social context, have been able to reduce their CPA by 50% and this is without using any mobile clusters. There are many clients who are doing this well. AT&T, Verizon in US. O2 & Vodafone in UK and may others who are using our platform to drive real sales at scale.
  • Transcript of "Facebook Ad Targeting for Mobile Marketers"

    1. 1. Facebook Ad Targetingfor Mobile Marketers June 2012
    2. 2. Facebook Ad Targeting for Mobile Marketers Active Facebook Marketing Global Targeting Cluster Example Most likely to be… users who are… Use Cases Size CRM, local event etc., AT&T Customer accessing Facebook interested in connecting to promoting operator owned Current customer Cluster, Samsung Ask your through a mobile device your Facebook Page or in a services (music, apps, 1 of operator OR Customer Cluster, powered by a specific device sale, plan/tariff offer others), rewards program, Sales/ OEM Vodafone Customer MESO rep operator OR OEM. or new device launch. fan building Cluster New device launch, DR not current customers of an operator and OEM, interested in messages Ask your Non-current Non Verizon Smartphone offers; except those accessing about the latest Sales/ 2 customer of Customers; Non Facebook through a smartphone devices and affordable data plans; MESO rep operator and OEM Nokia Customers holiday offers mobile device powered by data plans. your brand. AT&T customers accessing Facebook interested in messages Ask your Current customer owning Samsung through a mobile device about exclusive devices, Sales/ 3 of an operator device; HTC powered by a specific offers from the operator New device launch MESO rep AND OEM customers on operator AND OEM. AND operator. Vodafone Current customer O2 Feature Phone; accessing Facebook interested in connecting to Ask your (operator/OEM Deutsche Telecom through a feature phone Smartphone offers; your Facebook Page or in Sales/ 4 who are a feature Smartphone; (or smartphone) powered the latest smartphone affordable data plans; MESO rep phone or Samsung by a specific operator OR holiday offers devices and data plans. smartphone users smartphone OEM. Samsung Galaxy SI accessing Facebook Ask your Current users of a interested in new models of 5 device model users; HTC through a specific device that device. New device launch Sales/ Thunderbolt users model. MESO repFacebook CONFIDENTIAL
    3. 3. Facebook Ad Targeting for Mobile Marketers Active Facebook Marketing Global Targeting Cluster Example Most likely to be… users who are… Use Cases Size receptive to messages about Smartphone offers; Ask your Smartphone iOS users, accessing Facebook 6 Users Blackberry Users through a smartphone. the latest smartphone devices affordable data plans; Sales/ and data plans. holiday offers MESO rep using Facebook on a phone Mobile users with receptive to value-driven Smartphone offers; model (either smartphone or 7 a device >3 years feature phone) that was messages and offers for new affordable data plans; 142M old smartphones and data plans . holiday offers released 3+ years ago. receptive to messages about Smartphone offers; Active feature using Facebook through a smartphones, data plans and 8 phone users feature phone. offers urging them to upgrade affordable data plans; 109M holiday offers to a smartphone. logging in 6 out of 7 days receptive to messages about Highly active web Smartphone offers; (highly active), besides smartphones, data plans and 9 users without those we know use offers urging them to upgrade affordable data plans; 109M smartphone holiday offers Facebook on smartphones. to a smartphone.Facebook CONFIDENTIAL
    4. 4. Improve efficacy of conversions using Facebook mobile targeting Cost per Gross Adds 30-45% LOWER CPGA Standard Demo Mobile ClustersFacebook CONFIDENTIALBased on testing of mobile clusters against variety of device promotions to drive customer acquisition off-Facebook onthe operators domain site; Measurement is based view & click attribution of eCommerce Gross Adds
    5. 5. FAQ Q. Can I target competitor’s customers? Clients cannot target competitor’s customers. So O2 can only access O2 customer cluster and AT&T can only access AT&T customer cluster. Q. Can I get access to these clusters via self-serve? All mobile clusters are available via self-serve for clients upon request (i.e. all major mobile operator, OEM and retail partners). Q. Are these clusters available globally? All mobile clusters are available globally. Q. Can I get access to every device model cluster? Clusters are only available for device models with at least 1 Million users.Facebook CONFIDENTIAL
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