Personalisation on Scale: How Facebook Delivers Relevant Ads at a Massive Scale
•Download as PPT, PDF•
1 like•498 views
Matt Forrester, Client Partner at Facebook, explains how marketing has changed through technology and personalisation.
Recommended
Recommended
More Related Content
Similar to Personalisation on Scale: How Facebook Delivers Relevant Ads at a Massive Scale
Similar to Personalisation on Scale: How Facebook Delivers Relevant Ads at a Massive Scale (20)
More from Havas People
More from Havas People (20)
Recently uploaded
Recently uploaded (20)
Personalisation on Scale: How Facebook Delivers Relevant Ads at a Massive Scale
- 1. #talentbites
- 2. #talentbites Personalisation on Scale Matt Forrester Client Partner, Facebook
- 5. Our mission has not changed: ‘Make the world more open and connected’
- 6. Our facebook community 1.49 BILLION people on Facebook each month 900 MILLION people on WhatsApp each month 700 MILLION people on Groups each month 600 MILLION people on Messenger each month 300 MILLION people on Instagram each month 45 BILLION messages sent daily 4 BILLION video views daily 800 MILLION people offered access through internet.org 650 MILLION people connected to a sports page 2 MILLION advertisers Q1 ’15 community highlights
- 9. A few things that appeal to many
- 12. The top complaint by far is this, ‘You know me so well, why aren’t these ads more relevant to me?’ Andrew “Boz” Bosworth Head Of Ads Engineering for Facebook
- 13. How will creativity respond?
- 14. What’s the best ad on Facebook?
- 15. Whose Facebook?
- 16. Facebook has a lot of data
- 17. Data is only as good as the small truths it unlocks
- 18. Before Now Massive reach once meant mass message AudienceYour ad Achieve massive reach while delivering relevant messages to segmented audiences Current customers Website visitors High LTV customer s Latent customers Marketing has changed
- 19. The future is personalised, visual discovery across devices.
- 20. 2018 2015 2011
- 22. >4bn video views EVERY DAY on Facebook 75% on MOBILE 88% VIDEO POSTS growth in UK
- 23. Facebook has a lot of data
- 24. Launch the 2015 Lexus NX to culturally-savvy ‘inspired Urbanites’ Business challenge:
- 25. 03 02 01 Geographical relevancy 10 top markets: Atlanta, Dallas, Los Angeles, Philadelphia, San Francisco, Chicago, Houston, Miami, New York, Washington D.C. Relationship with brand Car affiliation to deliver 1000 different videos targeted to niche audience. Personal passion Gender and 4 different interests (Fashion, Music, Tech, and Travel)
- 28. FryFutbol Vid
- 29. Understanding people is good for business
- 30. Thank you
Editor's Notes
- 20 second intro: Havas People are specialists in employer marketing, and my role is to constantly keep an eye on how the digital landscape is changing, and how we can be best positioned to respond to the needs of our clients. We’ve recognised the need for personalisation, and we believe there’s a significant role it can play in recruitment.
- 11 years ago, a Harvard student called Mark Zuckerberg launched a website from his dorm room, and in the process changed the world. It was set up for Harvard students to content with each other, the rolled out to the Ivy League, then all universities and high schools, then in 2007, went global. The mission then, and still is, to make the world more open and connected.
- WE BELIEVE IN CONNECTIVITY, WE ARE MOBILE BY DESIGN AND WE KNOW THAT HE FUTURE OF THE WORLD ECONOMY IS A KNOWLEDGE ECONOMY WHERE INTERNET & MOBILITY ARE THE BACKBONE Opening with Personal Notes (how long you’ve been here, what you’ve observed- incredible speed we moved how we completely pivoted to a mobile company, set up FB 10th anniversary- excitement) We celebrated Facebook’s 10 years last week. Our lookback videos became the most viewed video content ever in our history. They were in such high demand that we had to remove the share button temporarily too keep our platform stable.
- As you very well know, this is an incredible time to be in the business of connecting people. Globally there are 2.8Bn people who have internet access, still the minority. There are now 7Bn mobile phone subscriptions so there is a massive opportunity to connect the world.
- We’ve experienced a massive technological revolution. In television, in music, in gaming. We are no longer at the mercy of distributors telling us what we can watch and when we can watch it. We choose exactly what we want, whenever we want it.
- Gone from a few things that appeal to many people… very high bar for creating something people care about
- To a place where everything i experience from the second I wake up in the morning to the moment I go to sleep, everything that crosses my path can be personalized to me
- What does this do? It raises people’s expectations - people expect more from brands now because they know “more” is possible
- And at Facebook, we are very focused on creating experiences that meet and exceed people’s expectations. We regularly ask our users “what is it that you don’t like about facebook ads?” and you may think the answer is “I want less ads” or “I dont want ads at all” but in fact the top complaint by far is this “you know me so well, why aren’t these ads more relevant to me?”
- The screens in our pockets have got bigger, creating a more immersive and compelling canvas for visual content – whether images, video or, in the future, entire programmes It’s a virtuous cycle – bigger screens respond to and fuel the demand for bigger and better visual communications
- One behaviour on mobile is beginning to dominate Mobile is now increasingly merging into a VIDEO platform
- In the UK, mobile video consumption has more than doubled in the last year, and that leap is reflected on Facebook
- Business challenge for Lexus to launch the 2015 Lexus NX to a target audience of culturally savvy ‘inspired urbanites.’ Leveraging the ‘Go Beyond Utility’ campaign idea, Lexus created personalized videos to reach targeted audience on Facebook.
- Creative use of people insights to uncover key interests of target audience and combined with gender, geo and vehicle owner data to create and deliver customized messages Gender + 4 key interests (Fashion, Music, Tech, Travel) 10 top markets Car affiliation
- Lexus did this at an even more granular level To launch the all-new Lexus NX, they created 1000+ unique video ads targeted to micro audiences across Facebook
- At the end of the day, we live in a world where large, people-based, digital platforms enable you to reach people—at scale—with personalized messages in ways not possible even a couple of years ago. When you understand the people who matter to you and what matters to them—you can deliver messages that will also matter to them. Good for people, good for your business – Facebook really is in an incredible place where what it offers means we have got to taken seriously and treated like a grown up.