Wisebirds Quarterly Report 2016 Q1

1. 2016Q1FACEBOOK&INSTAGRAMTREND
2016 WISEBIRDS QUARTERLY REPORT

2. Q1ADSPENDING Q1 EFFICIENCY2015 Q1 QUARTERY REPORT Q1 ADTREND
*ETC : Page Likes 9%, Product Catalog Sales 4%, Mobile App Engagement 3%, Lead Generation 1%, Website Conversions 1%
Facebook목적별비중
26%
24%
14%
10%
26%
Clicks to Website
Page Post Engagement
Video Views
Mobile App Installs
ETC
Instagram목적별비중
51%
42%
3%
4%
Video Views
Clicks to Website
Page Post Engagement
Mobile App Installs
Q1Facebook/Instagramspendingpercampaignobjectives
Facebook & Instagramfor variousindustries
During Q1 on Facebook, in Mobile app installs, video views, page poet engagement order, shows high spending per campaign objective. It represents that
Facebookis the essential channel to promotegame & service app and It is used to lead external website and promotevideo as well. Lead generation and
Product Catalog sales which recently released hold a portion of the spending. Also, for Instagram, Video views and Clicks to Website are occupiedsuch high
portion as many as 93% of the spending.
** Data standard : Campaigns executed by Wiserbirds during 2016 Jan 1st ~ March 31st

3. Q1ADSPENDING Q1 EFFICIENCY2015 Q1 QUARTERY REPORT Q1 ADTREND
*ETC : Page Likes 9%, Product Catalog Sales 4%, Mobile App Engagement 3%, Lead Generation 1%, Website Conversions 1%
Facebook목적별비중
26%
24%
14%
10%
26%
Clicks to Website
Page Post Engagement
Video Views
Mobile App Installs
ETC
Instagram목적별비중
51%
42%
3%
4%
Video Views
Clicks to Website
Page Post Engagement
Mobile App Installs
Q1Facebook/Instagramspendingperadvertiser’sindustry
Fashion & Beautyadvertisersspent higherbudget duringQ1
Advertisers spent high budget in Fashion& Beauty, Game. Commerce order during Q1 on Facebook.Fashion & Beauty Industry which highly regards social
marketing needs Facebookas an essential channel and Game & Commerce are constantly executing advertising on Facebookas an approvedapp install
media. Overall, ad spending on Facebookof Q1 wasn’t limited to specific industry and various industries’ advertiser used it to suit the goal. In the case of
Instagram, which has identity leading trends in 10-20s, Fashion & Beauty occupied most spending.
**Datastandard :CampaignsexecutedbyWiserbirdsduring2016Jan1st ~March31st

4. [DASpending increaseand average ROAS]
53.5%
20154Q 20161Q 20161Q
FacebookDynamic Ads is re-targeting ad productthat delivering related product to the targets who viewed specific products on advertiser’s site. It lets bulk
ad creation possible automatically and maximize purchases from the advertisers’ website visitor. Differ from simple retargeting, such as delivering the
related productsthat some action on site have been occurred, it extended its region to be used f or various objectives such as cross-sell, up-sell, DAT etc.
MuchbeingsophisticatedDynamicAds
FacebookDynamicAdsUpdate
Definition of updated items
(1)Crosssell:Beabletocrossdelivertheadsoftheselectedproductsets
tootherproductsets.Usedwhenmaximizing productsales
(2)Upsell:Beabletoupsellinawaytoincreaseprofitability throughthesales,
Usedtoleaduserstotheproductswhichprofitsarehigh,deliverstheadstothe
targetswhodidn’tpurchasestheproductforselectedproductsets.
(3)Dynamicadsoptimizedfortravelindustry: DAextended inawayincludingnewindustry
‘Travel’, sospecializedparameterswereadditionally provided, withthat,youcancreate
dynamicad withthecombinationofdatesitinerary,ratings etc.
Q1 ADSPENDING Q1 EFFICIENCY2015 Q1 QUARTERY REPORT
Q1ADTREND
2,078%
ROAS
**Datastandard :CampaignsexecutedbyWiserbirdsduring2016Jan1st ~March31st

5. Othermedia LeadAd
Facebooklead ad is that ad product let advertisers secure royal potential customer by leading actions such as subscription, offer claims, sign up etc which is
needed to input user’s profile information. User information can be entered automatically based on Facebookuser information & all actions are taken in
Facebookapp so that this ad productis able to minimize leave and reduce ad cost to get the leads. During Q1, Applicablecreative format was extended and
have become to add context card before lead format.
Lead ad was evolved to exactly and efficientlylead potential customer
FacebookLeadAdUpdate
[ Not only Image & video also carousel
are able to add as lead ad creative]
Over70%
reduced
Subject
Creative
Image
Text
Custom
Button
Q1 ADSPENDING Q1 EFFICIENCY2015 Q1 QUARTERY REPORT Q1ADTREND
[Contextcardnotifies details of the lead] [Costper lead efficiency
comparingto other media]

6. Audience Network extenCded its area to Mobile Web
FacebookAudienceNetworkUpdate
Q1 ADSPENDING Q1 EFFICIENCY2015 Q1 QUARTERY REPORT Q1ADTREND
80%
[ Exampleapplying AudienceNetwrok on Mobile Web]
X7
[Maximized Ad revenuethrough
Native Ad format]
[Ratio using native formatamong
EntireAudienceNetwork Media]
Standard
Banner
Native
Banner
Source: https://developers.facebook.com/blog/post/2016/01/26/audience-network-for-mobile-web/
FacebookAudience Network which has strength targeting Facebookusers on other apps extended its applicable inventory to Mobile web. Native Ad format,
which Mobile weCb publishers applythe most optimized format to their media, leaded 7 times higher monetization efficiency and 80% of entire Audience
Network Impression are comefrom Native Ad format.

7. (1) Frequency ex) Userswho visited specific page 3~ 5 times
(2) Time Spent** APIOnly ex) Users who stayed in specific sites over 2minutes
(3) DynamicDates: ** APIOnly ex) Userswho searchedhotels are able to checkin within 7 days.
(4) Aggregated Value (SUM,MIN, MAX, AVG)ex1) Userswho purchases100 dollarswith past 30 days / ex2)Userswho purchasedless than3 times withinpast 90 days
(5) Device ex) Users who accessed withAndroid
그룹화 가능한 유저 행동 패턴 ※ItemswithAPIOnlyareonly available throughAPI Platformof Facebook MarketingPartners
Website Custome Audience collects users considering user’s behavior
FacebookCustomAudience PixelUpdate
Q1 ADSPENDING Q1 EFFICIENCY2015 Q1 QUARTERY REPORT Q1ADTREND
Updated WCA allows to collectnot only Facebookusers through pixels in website but also be available to segment them based on Audience’s behavior
pattern. For example, previously the user who visited the web page once and the other user who visited 10 times are grouped as one WCA group, however
with newly updated version, they will be separated and you are able to target and bid for each independent user group. Since segmenting audience allows
to applyseparated bid strategy for each segmented group, it is expected to strengthen performance in many cases.

8. (1) Frequency ex) Userswho visited specific page 3~ 5 times
(2) Time Spent** APIOnly ex) Users who stayed in specific sites over 2minutes
(3) DynamicDates: ** APIOnly ex) Userswho searchedhotels are able to checkin within 7 days.
(4) Aggregated Value (SUM,MIN, MAX, AVG)ex1) Userswho purchases100 dollarswith past 30 days / ex2)Userswho purchasedless than3 times withinpast 90 days
(5) Device ex) Users who accessed withAndroid
그룹화 가능한 유저 행동 패턴 ※ItemswithAPIOnlyareonly available throughAPI Platformof Facebook MarketingPartners
Website Custome Audience collects users considering user’s behavior
FacebookCustomAudience PixelUpdate
Q1 ADSPENDING Q1 EFFICIENCY2015 Q1 QUARTERY REPORT Q1ADTREND
Updated WCA allows to collectnot only Facebookusers through pixels in website but also be available to segment them based on Audience’s behavior
pattern. For example, previously the user who visited the web page once and the other user who visited 10 times are grouped as one WCA group, however
with newly updated version, they will be separated and you are able to target and bid for each independent user group. Since segmenting audience allows
to applyseparated bid strategy for each segmented group, it is expected to strengthen performance in many cases.

9. Strengthened Insight columns of API 2.5
FacebookAPI2.5Update
Added Columns
InlineLinkClicks DeeplinkClicks
InlineLinkClicksCTR InlinePostEngagement
UniqueInlineLinkClicks CostPerInlinePostEngagement
CostPerUniqueInlineLinkClicks Avg.DurationofCanvasViewed
UniqueInlineLinkClicksCTR Avg.%ofCanvasViewed
대체된 칼럼대체된 칼럼
1)InlineLink Clicks: optimizedforClickandCPC. Clickcountsleadedtoexternal
websiteby clicking ad (AttributionWindow: 1-dayClick)
-Clickslandedtoexternalwebsiteby clicking creativeorCTAbutton
-InstallingApp clicks
-ClicksmovingtoFacebokcanvas
-Clicksmovingtoothersitestoviewvideo
2)Link clicks: Samedefinitionas Inlinelink click,but attributionwindow is different
(AttributionWindow: 28-dayClick,1-dayView)
3)Clicks(All): Clicksincluding allclicksoccurredthrough adsuch aslink click,
Pagelike,comments,App installclicks
Clicks(All)and CPC(All)columnswillbesoon deletedinOctoberthisyearso
RecommendedtochangethosecolumnstoInlineLink Click
Click column details
Q1 ADSPENDING Q1 EFFICIENCY2015 Q1 QUARTERY REPORT Q1ADTREND
Facebookprovides ads API making custom ad platformbased on partner’s competitive edge. This ads API have been constantly updated and included big
themes per each versions. Previous version, 2.4 API, includes bid type update mainly, 2.5 API has been changed in the part of Insight. There have been added
several columns which are able to help ad efficiency.

10. AverageAd EfficiencyinQ1 by Objectives
FacebookKeyIndicator
Q1 ADSPENDING Q1EFFICIENCY2015 Q1 QUARTERY REPORT Q1 ADTREND
v
CPI
CPC 996
CPI 2,602
CVR 38%
CPC 289
CTR 0.73%
CPM 2,114
VTR 17.49%
CPM 2,571
CPE 32.9
ETR 7.16%
CPM 2,361
CPC 207
CPL 450
CPM 4,114
CPC 172
CTR 4.73%
ROAS 2,078%
CPC 437
CTR 1.24%
CPM 5,398
CPC 1,385
CTR 0.73%
CPL 2,440
CPC 402
CTR 0.86%
CPM 3,461
Mobile App Installs Clicks to Website Video Views Page Post Engagement
Page Likes Product Catalog Sales Mobile App Engagement Lead Generation Website Conversions
CPV 14.7
*FacebookPagelikeadonlyselectedclicks(All(tocalculate CPC,OtherobjectivesusedLinkclicks.

11. Q1 ADSPENDING Q1EFFICIENCY2015 Q1 QUARTERY REPORT Q1 ADTREND
v
CPV 22
VTR 13.5%
CPC 1,598
CTR 0.25%
CPM 3,976
CPE 59
ETR 10.18%
CPM 6,101
CPC 736
CVR 41,1%
CPI 1,787
Video Views Clicks to Website Page Post Engagement Mobile App Installs
CPM 4,114
AverageAd EfficiencyinQ1 by Objectives
InstagramKey Indicator
CPI

12. THANK YOU
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