Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Branchout 2017 - Day 2 Session - Toby Roessingh

379 views

Published on

The Evolution of Consumer Behaviors and Mobile Measurement
By Toby Roessingh, Measurement Partnerships Program Manager at Facebook

Toby Roessingh, Measurement Partnerships Program Manager at Facebook, takes us through a deep dive of the evolving mobile media landscape and its implications for measurement, only on the Branchout stage.

Published in: Mobile
  • Be the first to comment

  • Be the first to like this

Branchout 2017 - Day 2 Session - Toby Roessingh

  1. 1. @facebook Evolution of Consumer Behaviors and Mobile Measurement Toby Roessingh Measurement Partnerships Program Manager
  2. 2. 2 There are now more mobile devices than people in the world The mobile shift has officially happened 3+ predicted devices per consumer by 20182 7.9Bglobal mobile devices and connections1 Sources: 1. “Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2015–2020 White Paper” by Cisco, Feb 2016. 2. “Gartner Says Consumers in Mature Markets Will Use and Own Three to Four Devices by 2018” by Gartner, Dec 2015.
  3. 3. Changing media consumption
  4. 4. 0 10 20 30 40 50 60 70 80 90 100 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 2013 2014 2015 2016 2017 Percentage of Facebook ad revenue from mobile
  5. 5. Source: Facebook data, Q3 2015 7 People absorb content faster on mobile
  6. 6. Sources: 1. “Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2015–2020” by Cisco, Feb 3, 2016. 2. Facebook data, Dec 2015. Of all mobile data traffic will be video by 2020, compared to over half now1 75% And 100,000,000 hours of video are watched on Facebook daily2 100m hours Mobile means video
  7. 7. Implications
  8. 8. People consume media more quickly. But they sometimes act on it more slowly and less directly.
  9. 9. • Risk losing place in feed ‘I continue scrolling through my FB newsfeed until I’ve run out of good stories and then download the app’ • Take a mental note ‘I try to remember to download the app for later’ • Fear of fraud Afraid to click, insecurity about the link • Data consumption Download later on Wifi because of data speed & consumption (take a screenshot to remember) Qualitative analysis – why don’t consumers respond directly?
  10. 10. We’ve seen that digital campaigns drive offline conversions Source: Facebook internal data, all campaigns measured using Facebook Offline Conversion Lift measurement system (21 campaigns in total, US Retail vertical, Q1-Q4 2014), 38% calculated based on weighted average percentage of incremental sales that came from in-store for campaigns that had an call to action driving to the retailers website; 95% calculated based on weighted average percentage of incremental sales that came from in-store for campaigns that had calls to action driving to the retailers store. 38% of incremental sales from campaigns with website call-to-actions came from in-store 95% of incremental sales from campaigns with store call-to-actions came from in-store
  11. 11. Themes for 2018
  12. 12. • Today, many advertisers have independent stacks for web and apps. • We don’t connect much of it with anything ‘offline’. • We assume that responses will be direct and involve a click. Publishers, advertisers, and vendors will continue to try to stitch it all together. Cross-device measurement
  13. 13. • Everything is becoming addressable • New POS systems capture more information from consumers • More media (ie. radio and TV) becomes on-demand / individualized / addressable • Platform definitions are starting to break down • Is Netflix TV or the internet? • Is an in-app browser on the web or part of an app? • Advertisers want single, comprehensive sources of truth. The walls between channels will start to come down. More comprehensive
  14. 14. • *Assuming* we get all the data together. • More than counting will be required. • Today, sophisticated methods are mostly operationally burdensome and untested. Better methods will take time, but they’re coming. Innovation in methods
  15. 15. Conversion Lift
  16. 16. @facebook #branchout17 Questions Submit your questions via sli.do Enter code Branchout2017

×