Facebook Video has become a powerful marketing channel. Learn about recent changes in consumer behavior and new capabilities with Facebook video making it even more powerful than YouTube.

1. Facebook Preferred Marketing Developer
Doing More with Less!
saving money, increasing reach, & improving efficiency by
supplementing TV with Facebook Video

2. Facebook Preferred Marketing Developer
Marketers are constantly challenged to do more with less. Improving Media is a
trusted strategy; better negotiated rates or more targeted media stretches budgets
without sacrificing results.!
Modern marketers optimize across channels, using new media to deliver better
focus on the right targets with more accountability to deliver the best bang for the
buck.!
Within the last 90 Days consumer trends have converged with advancements in
technology to create a new opportunity with Facebook Video Ads.!
Early Adopters are enjoying cost savings, while improving on-target delivery, and
extending reach with ‘cord cutters’ and ‘cord nevers.’
Doing More with Less

3. Facebook Preferred Marketing Developer
Changing Consumer Trends
August 2014: Facebook beat YouTube in Video Views for 1st Time,
by 1 Billion views.
Desktop Video Views
210%
Dec 2012-2013
Mobile Video Views
532%
2012-2014
Video Views per Day > 1 Billion
Growth in Video Views!
(May to July)
> 50%
Video Views on Mobile > 65%
Source:
Facebook
Data
July
2014
Source: comScore Video Metrix, US, Age 15+, June 2013-Aug 2014!
Source:
Business
Insider
Intelligence,
“Digital
Video
AdverBsing.”
May
9,
2014.
Source:
Ooyala
Global
Index
Report,
Q1
2014.

4. Facebook Preferred Marketing Developer
Technological Innovations
4
Facebook’s Ad Products have Evolved Dramatically in Last 90 Days.!
Source: Nielsen and Facebook Marketing 2014
Source: comScore Video Metrix, US, Age 15+, June 2013-Aug 2014
Facebook YouTube
GRPs by Demo Analogous to TV
Reports Unique Viewers
Leverages Real Identity
Guaranteed Reach & Frequency Capping
Discovery Platform
Detailed Demo & Psychographic Reporting
Largest Daily Reach
User’s Avg. Minutes per Day 35 7
Monthly Active Users 145 M 123 M
Cost per Video View $.03 -.04 $.06 -.07

5. Facebook Preferred Marketing Developer
Most Targeted Online Video
Facebook leverages the Power of Identity to target demographics
more precisely than other online video outlets.
On Target Percentages
Online Ad Networks & Publishers Facebook
P 18-49 72% 82%
P 25-54 58% 88%
Source: Nielsen Marketing 2014 Q3 OCR Benchmarks

6. Facebook Preferred Marketing Developer
Facebook Extends Buys
Persons 18-24
NBC ABC FOX CBS
Reach 21% 19% 20% 20%
Facebook Reach 50%
Combined Reach 59% 58% 58% 58%
Non-Duplicated Facebook
Reach
38% 38% 38% 38%
Non-Duplicated Network
Reach
9% 8% 8% 9%
Duplication Between
Facebook & Network
12% 11% 12% 12%
Facebook delivers “Cord Cutters” & “Cord Nevers” that TV cannot
Source: TV/Internet Fusion; RF Duplication Report; October 2012; P18-34; Day Time

7. Facebook Preferred Marketing Developer
Facebook Delivers Reach
61MM!
68MM!
57MM!
47!
90!
103!
114!
Facebook delivers More than Broadcast Networks Combined
Source: Npower Reach based on Feb 2013, 1 minute qualifier. Average daily reach was manually calculated as
the average of everyday reach in Feb. Cable Cume includes all ad supported Cable Networks.!
P 18-49 Monthly Reach
ABC CBS NBC FOX Broadcast Cable Facebook
Reach 61MM 68MM 57MM 47MM 90MM 103MM 114MM

8. Facebook Preferred Marketing Developer
A Few Case Studies
Case Study 2: A 25-54 Target!
National Brand Shifted 30% of TV
Budget to Facebook Video Ads.
+7.9%
Reach
Improvement
+46.5%
-31.7%
Increased
GRPs
Lowered
CPM
Performance Improvements Combined with Better Audience Insights,
Accountability, and Tracking
Case Study 1: A 18-34 Target!
National Brand Shifted 30% of TV
Budget to Facebook Video Ads.
+16%
Reach
Improvement
-32%
Lowered
CPM
Source: Nielsen IMS Campaign R/F, NPower, Monitor Plus; July-Sep 2013
Source: Nielsen IMS Campaign R/F, NPower, Monitor Plus; July-Sept 2013
QSR Case Study: P 12+ Target
9X Higher cost on TV vs.
Facebook Video Ads

9. Facebook Preferred Marketing Developer
CitizenNet Unlocks the Potential
9
CitizenNet and Nielsen’s New Cross Channel Planning report can analyze current
TV buys to project potential savings, incremental reach, and improved efficiency with
Facebook Video.!
As a Premier Facebook Preferred Marketing Developer and Nielsen partner,
CitizenNet is uniquely positioned to help brands and agencies that serve them reach
target audiences far more efficiently using Facebook Video to Supplement TV
Campaigns.

10. Facebook Preferred Marketing Developer
Appendix: Nielsen products
10
Nielsen has tremendous new analytical products geared specifically to
tracking incremental reach and duplication of online and offline viewing
audiences!
Nielsen’s New Online Campaign Ratings (OCR) provides “Apples to Apples”
comparison of Online & Offline GRPs!
Nielsens New Cross Channel Ratings (XCR) provides accurate analysis of
Incremental Reach with new Online Only Audiences and Duplication of
Impressions Cross Channel.