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Nicola Mendelsohn
VP EMEA, Facebook
​1 % D O N E : B U I L D I N G A C O L L A B O R AT I V E
F U T U R E F O R M O B I L E
Can you do a static Jetsons slide here
as the video will be too distracting to
play the whole time
80%
0%
40%
60%
50%
1962 1964 1966 1968 1970 1972 1974 19761963 1965 1967 1969 1971 1973 1975 1977 1978
Colour TV take over...
Source: KPCB, ‘Internet Trends Report’, May 2016
% of Time Spent in Media vs % of Advertising
Spending
25%
Time spent
12%
...
VR/AR
Text
Photos
Videos
“Wow,
Amsterdam
is so
beautiful!”
5x longer
looking at video than static
content across Facebook and
Instagram.
People spend
Kantar Media, Video in Mobile F...
O N - T H E - G O
L E A N
F O R W A R D
L E A N
B A C K
This is divine - I could watch all day...
Totally watching this again
The best 10 mins so far today -
thank you xxx
Gorgeo...
Community
growth
2017
700m
600m
2016
500m
400m
2015
300m
2014
200m
2013
150m
2012
80m
2011
10m
2010
1m
Instagram
Stories
Source: Instagram Internal Data, April 2017.
Instagrammers now use
stories every day
200m+
2
increase in
ad recall33pt
increase in
product awareness+6pt
people reached
6m
Think should be be someone watching tv and
mobile at the same time, rather than tv on mobile
20%
0%
5%
15%
10%
%ofwatchersactive
0 20 40 60 80
minutes of show
We analyzed the season premiere of a very popular cable ...
20%
0%
5%
15%
10%
%ofwatchersactive
0 20 40 60 80
minutes of show
We also looked at the Facebook activity of the 1779 peop...
Business
Outcomes
incremental reach
alongside TV10%
lift in campaign
awareness on
top of TV27%
T H E C O M M O N D E N O M I N AT O R I S
P E O P L E
TV
CTR
GRP
Desktop
Mobile
CPM
In-App
CPA
Measuring the wrong metrics
costs advertisers more
50% 25% 15% 10%
1x cost 1.7x cost 2.5x cost 4.9x cost
Less clicky More ...
Cookies alone distort results
Source: 1: Atlas Internal Data, May, 2016; 2: Nielsen UK Digital Ad Ratings through Septembe...
Note: “Higher mobile” is defined as campaigns with mobile share of impressions > 68% (median); 25 lift studies across all ...
People based
measurement
Measurement partners
Thank you
Measurement partners
Appendix
: 28
partners
Interact 2017 Keynote speech: Delivering Value in a mobile-first world by Nicola Mendelsohn, VP EMEA Facebook
Interact 2017 Keynote speech: Delivering Value in a mobile-first world by Nicola Mendelsohn, VP EMEA Facebook
Interact 2017 Keynote speech: Delivering Value in a mobile-first world by Nicola Mendelsohn, VP EMEA Facebook
Interact 2017 Keynote speech: Delivering Value in a mobile-first world by Nicola Mendelsohn, VP EMEA Facebook
Interact 2017 Keynote speech: Delivering Value in a mobile-first world by Nicola Mendelsohn, VP EMEA Facebook
Interact 2017 Keynote speech: Delivering Value in a mobile-first world by Nicola Mendelsohn, VP EMEA Facebook
Interact 2017 Keynote speech: Delivering Value in a mobile-first world by Nicola Mendelsohn, VP EMEA Facebook
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Interact 2017 Keynote speech: Delivering Value in a mobile-first world by Nicola Mendelsohn, VP EMEA Facebook

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Interact 2017 Keynote speech: Delivering Value in a mobile-first world by Nicola Mendelsohn, VP EMEA Facebook

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Interact 2017 Keynote speech: Delivering Value in a mobile-first world by Nicola Mendelsohn, VP EMEA Facebook

  1. 1. Nicola Mendelsohn VP EMEA, Facebook ​1 % D O N E : B U I L D I N G A C O L L A B O R AT I V E F U T U R E F O R M O B I L E
  2. 2. Can you do a static Jetsons slide here as the video will be too distracting to play the whole time
  3. 3. 80% 0% 40% 60% 50% 1962 1964 1966 1968 1970 1972 1974 19761963 1965 1967 1969 1971 1973 1975 1977 1978 Colour TV take over Jetsons launch %ofcolourTV’sinhouses Colour TV overtaking black and white: Television History, The First 75 Years
  4. 4. Source: KPCB, ‘Internet Trends Report’, May 2016 % of Time Spent in Media vs % of Advertising Spending 25% Time spent 12% Ad spend P E O P L E A R E M O V I N G F A S T E R T H A N B U S I N E S S E S
  5. 5. VR/AR Text Photos Videos “Wow, Amsterdam is so beautiful!”
  6. 6. 5x longer looking at video than static content across Facebook and Instagram. People spend Kantar Media, Video in Mobile Feed (Facebook IQ-commissioned research), September 2016
  7. 7. O N - T H E - G O L E A N F O R W A R D L E A N B A C K
  8. 8. This is divine - I could watch all day... Totally watching this again The best 10 mins so far today - thank you xxx Gorgeous - I love it. Thnx Tommy ON-THE-GO 1 VIDEO LEAN BACK 3 LIVE LEAN FORWARD 2 CANVAS
  9. 9. Community growth 2017 700m 600m 2016 500m 400m 2015 300m 2014 200m 2013 150m 2012 80m 2011 10m 2010 1m
  10. 10. Instagram Stories Source: Instagram Internal Data, April 2017. Instagrammers now use stories every day 200m+
  11. 11. 2 increase in ad recall33pt increase in product awareness+6pt people reached 6m
  12. 12. Think should be be someone watching tv and mobile at the same time, rather than tv on mobile
  13. 13. 20% 0% 5% 15% 10% %ofwatchersactive 0 20 40 60 80 minutes of show We analyzed the season premiere of a very popular cable television show. In a survey of 537 people who said they were watching the show, their usage of FB went up at EVERY commercial break. Commercial Show Pre/post show
  14. 14. 20% 0% 5% 15% 10% %ofwatchersactive 0 20 40 60 80 minutes of show We also looked at the Facebook activity of the 1779 people that responded to the survey that they did not watch the show. The figure below shows no discernible difference in activity during the commercial breaks. Commercial Show Pre/post show
  15. 15. Business Outcomes
  16. 16. incremental reach alongside TV10% lift in campaign awareness on top of TV27%
  17. 17. T H E C O M M O N D E N O M I N AT O R I S P E O P L E TV CTR GRP Desktop Mobile CPM In-App CPA
  18. 18. Measuring the wrong metrics costs advertisers more 50% 25% 15% 10% 1x cost 1.7x cost 2.5x cost 4.9x cost Less clicky More clickyUSER CLICKINESS 5.1xmore expensive than the 50% of users that are least clicky CLICKY USERS ARE Source: Facebook Marketing Science, internal data, Mobile News Feed, UK, France, Spain, Germany and Italy, for the first 28 days of April 2017
  19. 19. Cookies alone distort results Source: 1: Atlas Internal Data, May, 2016; 2: Nielsen UK Digital Ad Ratings through September, 2016; overstatement of reach1 58% accuracy in broad age and gender targeting2 54% understatement of frequency1 135%
  20. 20. Note: “Higher mobile” is defined as campaigns with mobile share of impressions > 68% (median); 25 lift studies across all industries from 5/15/2015 to 8/26/2015 with at least 2 weeks of data and positive and significant incremental conversion events, only Facebook campaigns that included the Facebook conversion pixel Percentage of incremental revenue caused by Facebook ads not captured by 24-hour click models Last click attribution undermines how well your ads are working 54% H I G H E R M O B I L E A D S P E N D 22% L O W E R M O B I L E A D S P E N D
  21. 21. People based measurement
  22. 22. Measurement partners
  23. 23. Thank you
  24. 24. Measurement partners Appendix : 28 partners

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