2013 iMedia Agency Summit Presentation - The Future of Social is Rich!

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Facebook Engages Consumers Across Mobile Devices with Relevant & Interactive Creative at Scale Driving Results:

Discover how marketers across verticals can utilize rich media within Facebook to connect with their consumers, increasing brand awareness, CTR, and engagement rates across mobile platforms. Learn how big brands can couple Facebook's unmatchable reach and targeting capabilities with dynamic and interactive creative to measure and understand user engagement within a social environment, going beyond "Likes."

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  • http://totalaccess.emarketer.com/Reports/Viewer.aspx?R=2001200&dsNav=Ro:25,Nrc:id-1050,N:1236-406-1235
  • FACEBOOK CURRENTLY TARGETS USER'S LIKE ED USING ALL THE INFORMATION IN HIS PROFILEFACEBOOK SERVES AD'S RELEVANT TO ED ON HIS FACEBOOK NEWS FEEDNO ENGAGEMENT / INTERACTIVITY FOR ED TO EXPERIENCENO PURCHASE FUNNEL FOR EDED ENJOYS ONLINE ADS RELEVANT TO HIS INTERESTS BUT DOESN'T GET AN ENGAGING EXPERIENCE WITH THE BRANDS HE LIKES ON FACEBOOK
  • http://totalaccess.emarketer.com/Chart.aspx?R=141585&dsNav=Ntk:basic%7c160511%7c1%7c,Ro:-1
  • And rich media is growing: eMarketer estimated in December 2012 that $1.82 billion was spent in the US on rich media ads that year, up from $1.65 billion the year before. And this year the format is expected to attract more than $2 billion in spending from US advertisers.
  • Waiting for Todd’s feedback
  • Ad content comes from the page/URL outside of Facebook and is posted to a brands timeline.The ad unit starts with a thumbnail in the users news feed and upon click/tap on the thumbnail image, the ad expands to a specific size on desktop and to full screen on mobile/tablet devicesUsers can comment on the ad unit, share, and like.Click on demo.
  • Ad content comes from the page/URL outside of Facebook and is posted to a brands timeline.The ad unit starts with a thumbnail in the users news feed and upon click/tap on the thumbnail image, the ad expands to a specific size on desktop and to full screen on mobile/tablet devicesUsers can comment on the ad unit, share, and like.Click on demo.
  • 2013 iMedia Agency Summit Presentation - The Future of Social is Rich!

    1. 1. David Simon SVP of Strategic Development at PointRoll Todd Pasternack VP of Product Strategy at PointRoll The Future of Social is Rich! Facebook now engages consumers across mobile devices with interactive rich and relevant creative delivered and targeted at scale.
    2. 2. Over YOU population will the US DID 50% ofinternet by mobile device be browsing the in 2014. KNOW?
    3. 3. That’s are over And over 114 million of There 36% of the total will be mobile themUS population!phone 146 million Facebook Facebook users users in the US. by 2014
    4. 4. FACEBOOK ADS TARGETED TO DAVID
    5. 5. We Live In A World of Engagement
    6. 6. ONLINE A WORLD OF WE LIVE INADVERTISING ENGAGEMENT
    7. 7. WHAT IF WE COULD COMBINE… FACEBOOK WITH RICH ENGAGING CREATIVE 874 MILLION MOBILE MONTHLY AVERAGE USERS ENGAGING, RESPONSIVE CREATIVE UNPARALLELED AUDIENCE TARGETING* REAL-TIME MARKETING (DYNAMIC) NATIVE AD EXPERIENCE 150+ PERFORMANCE METRICS *First and third party
    8. 8. ITS ED’S WORLD. #MEETE Gym instructor and t-ball D by day… coach ninja by night. YOU’RE JUST ADVERTISING IN IT. #MeetEd
    9. 9. ED’S INTERESTS  Cambodian food  Power tools  Fantasy football
    10. 10. ED’S RECENT ONLINE BEHAVIOR  Bought a snow blower  Signed up for hot yoga  Bought a bouncy castle  Spent over 72 hours on his mobile phone using Facebook last week
    11. 11. Scan the code to view Showcase!
    12. 12. CHALLENGE CASE STUDY Test their highly successful desktop e-circular campaigns on Facebook mobile.
    13. 13. GOAL CASE STUDY The goal was to drive consumer action from in-hand technology and expand their Facebook reach and page exposure.
    14. 14. CASE STUDY PERFORMANCE FACEBOOK PERFORMANCE • Total Reach 8,312,024 • Page Likes 6,914 • Engagement Per Like 187.97% • Total CTR*: 17.28%, (17.17% higher than PointRoll’s mobile benchmark of 0.11%) • Interaction Rate*: 0.81% (0.13% higher than PointRoll’s mobile benchmark of .68%) • Activity Rate*: 44.53% (44.10% higher than PointRoll’s mobile benchmark of 0.43%) Page Engagements 12,996 • MOBILE RICH MEDIA PERFORMANCE
    15. 15. #MEETE Gym instructor and t-ball D by day… coach ninja by night. BACK TO ED
    16. 16. ED’S FRIENDS  752 Facebook friends  Belongs to following groups: • • Taylor Swift Fans •  Crocs on my feet After Shower Selfies Created a group for his neighborhood Fantasy Football League  Created his own Facebook Fan Page called “Asian Dragon Tattoos”
    17. 17. GIVE ED A TRY!
    18. 18. GIVE ED A TRY! Ed Facebook Campaign  Impressions Served = 78,862  Total Expansions = 939  Expansion Rate = 1.2%  79.4% of people who expanded the ad also interacted with the unit  116 users Liked, commented or shared Ed’s story  Demographics: • Male= 62 • Female = 38
    19. 19. GIVE ED A TRY! Ed App Engagement  20% of engaged users granted PointRoll permission to use their private information  31% of app users shared their customized ad with their Facebook Friends • Total Impressions of user custom campaigns shared = 2032  News Feed = 1024  Timeline = 372  Ticker = 636  Total amount of users who clicked on shared ad = 133
    20. 20. FINAL THOUGHTS  Social Targeting + Rich Creative = Deep Engagement  Permission-based Advertising = Long-Term Engagement  Social Media Relationships = Brand Advocacy
    21. 21. #THANKYOU David Simon SVP of Strategic Development at PointRoll Todd Pasternack VP of Product Strategy at PointRoll EMAIL: dusimon@pointroll.com EMAIL: tpasternack@pointroll.com @simondavidu @toddpasternack

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