In Q4 2016 on Facebook, spending was highest for video views, mobile app installs, and page post engagement. Compared to Q3, spending increased notably for video views and mobile app engagement, while it reduced slightly for page post engagement, product catalog sales, and page likes. On Instagram in Q4, spending was highest for video views, clicks to website, and page post engagement. Compared to Q3, spending for video views increased notably while it decreased for mobile app installs and page post engagement. Website conversion objective was also executed on Instagram for the first time in Q4. Facebook launched several new features in Q4 2016 including offline conversion tracking, shops on pages, messenger ads, and live

1. WISEBIRDS
QUARTERLYREPORT
2016Q4FACEBOOK&
INSTAGRAMTRENDS

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InQ4onFacebook,thespendingwashighintheorderofVideoView,MobileAppInstallsandPagePost
Engagement.ComparedtoQ3,theadspending of Videoview, Mobile AppEngagementandWebsite
Conversion havenotablyincreased, while theadspendingofPagePostEngagement, ProductCatalogSales
andPageLikeshaveslightly reduced.
Q3/Q4AD
KEYINDEX
DominantShares:VideoViews/Mobile
AppInstall/PagePostEngagement
Q3/Q4ADKEYINDEX
Source:Executed CampaignDatabyWisebirds
Q4ADKEYUPDATES
Q3/Q4ADKEYINDEX
Facebook 목적별광고비비중
VIDEO VIEWS CLICKS TO WEBSITE MOBILE APP INSTALLS PAGE POST ENGAGEMENT PAGE LIKES
MOBILE APP ENGAGEMENT WEBSITE CONVERSIONS PRODUCT CATALOG SALES LEAD GENERATION
100%
19.8%
100%
22.3%23.2%14.2% 11.4%
0.7%
0.25%
5.06% 2.92%
Q4
25.55% 16.0% 18.17% 17.90% 9.33% 9.69% 1.16%
2.09%
0.10%
Q3

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Q3/Q4ADKEYINDEX
InQ4onInstagram, thespending washighin theorderofVideoView,Clicks toWebsiteandPagePost
Engagement.ComparedtoQ3,theadspending of VideoViews havenotablyincreased, while theadspendingof
Mobile AppInstalls andPagePostEngagementhavenotablyreduced.Inaddition, Website Conversion Objective
hasbeenfirstlyexecuted byWisebirds inQ4.
DominantShares:VideoViews/Clicksto
Website/PagePostEngagement
Q4ADKEYUPDATES
Q3/Q4ADKEYINDEX
Source:Executed CampaignDatabyWisebirds
Instagram 목적별광고비비중
VIDEO VIEWS CLICKS TO WEBSITE MOBILE APP INSTALLS PAGE POST ENGAGEMENT WEBSITE CONVERSIONS
100%
100%
36.62%35.53% 4.43% 22.68%
MOBILE APP ENGAGEMENT PRODUCT CATALOG SALES
0.32%
Q3
Q4
50.65% 29.49% 3.86% 13% 1.67% 1.61%
0.11%
0.42%

4. Q2/Q3FacebookAverageEfficiencyforCampaignObjectives
Q3/Q4ADEFFICIENCY
MobileAppEngagement LeadGeneration WebsiteConversions
Q4ADKEYUPDATES
Q3/Q4ADKEYINDEX
Q3/Q4AD
KEYINDEX
*OnlyFacebook PageLikecampaigns applyClicks (All,allclicks within adare),and othercampaigns applyLinkClick
**Campaign Data: 2016.10.01–12.27allcampaigns byWisebirds (Korea Only)
****CVR:Conversion Rate,itrepresents Click/Installation. Itistheconversion ratefromthelinkclicks
***** ROASwascalculated morehighly inQ4sincetheadvertised product priceisrelatively highand highintent standard action such as‘Search’ hasbeenaddedtoDynamic Ads
***CPI isfromallappsinGaming, Service, etc.
Mobile App Installs Clicks to Website Video Views
282
3.64
CPC CPM
1.21%
0.01
2.16
CPV VTR CPM
15.9%
0.04
CPE ETR CPM
7.4%
Page Post Engagement
Page Likes ProductCatalogSales MobileAppEngagement LeadGeneration WebsiteConversions
CPC CTR ROAS
0.4
CPC CTR CPM
1.62%
1.03
13.54
CPC CTR CPL
0.84%
5.26
CPC CTR CPM
1.48%
Q3 Q4
CPC CPL CPM
0.24
1.51%
3,398
0.02
2.91
15.6%
0.03
2.79
9.7%
0.26
0.5
4.31
0.27
0.6
3.72
0.16
10,227%
6.56%
0.21
5,154%
5.02% 0.37
3.06
1.37%
6.54
2.24
0.46%
4.18
0.28
4.41
1.87%
0.36
1.63
33%
41%
Mobile App Installs
CPC CPI CVR
1.49
0.57
CTR
0.5
2.76
(Unit : $)

5. Q1/Q2InstagramAverageEfficiencyforCampaignObjectives
Q4ADKEYUPDATES
Q3/Q4ADKEYINDEX
Q3/Q4AD
KEYINDEX
Q3/Q4ADEFFICIENCY
*OnlyFacebook PageLikecampaigns applyClicks (All,allclicks within adare),and othercampaigns applyLinkClick
**Campaign Data: 2016.04.01–06.30allcampaigns byWisebirds
***CVR:Conversion Rate,itrepresents Click/Installation. Itistheconversion ratefromthelinkclicks.
Q3 Q4
Mobile App Installs Clicks to Website Video Views
0.86
4.28
CPC CTR CPM
0.50%
0.02
CPV VTR CPM
16.3%
0.07
6.76
CPE ETR CPM
10.3%
Page Post Engagement
0.91
3.91
0.44%
0.02
18.3%
2.93
3.71
0.06
7.84
7.57%
39%38%
CPC CPI CVR
1.77
0.67
0.84
2.16
(Unit : $)

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Messengerhasbeenaddedasanew destination ofFacebookadvertising. Itmeans thatthemessengerwill beused
asabusiness application forvarious business purposes,andthemessenger willexpandits roleasanadvertising
platform.By utilizing messenger, advertises areabletoreactinstantly tocustomersandusersareabletoreduce
time foracquiringinformation. Itwill naturally contribute toincrease conversions onpurchasing journey.
Q4AD
KEYINDEX
Facebook Messenger
Q4KEYUPDATES
Q4ADKEYUPDATES
Q3/Q4 ADKEYINDEX
Messenger asaAdvertising Destination Sponsored Message Update
Clicking AdonFeed SponsoredMessage
To the users who communicated before with brand within 6 months,
. You can send Sponsored Message.
At least 10,000 communication case are needed for this feature.
minimum 50people are needed to target.
Also, You can collect users who you send messages for custom audience
Underwebsiteclick objective,
FacebookMessengeris oneoflanding destination
Structured chat for usersis able tosetbeforecampaign
1 When setting campaigns, you can select
messenger as a campaign landing destination
2 When landing to Messenger, Users are able to
receive structured message
- Frist welcome message are able to set
- Trough Structured Message, you can set
reacting message per each different cases

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Shopsection isaddedtoFacebookpage.Withaddingshopsection, userscanhave markettosell theirproduct
without payingcommission. Advertisers will havebenefits intermsofcostandresources.Moreover, Userscan
complete theirshoppingjourney withoutleaving Facebook.Since Userscantagtheirproductsonuploadedproduct
image, this isverycustomized featureformobile.
ShopinPage
Q4KEYUPDATES
Shop sectiononFacebook Page TaggingonProduct
Clicking onimage Canviewdetailproduct
information with clicking tags
Max30tagscanbeincluded ononeimage orvideo
Detail productview andCTAbuttonaresupportedinFacebook
Shopping Tabwas addedontheFacebookPage
Uploading productimage tosellandcompleting other
setting will getyoudirectly sellproduct.
1 Noresourcesandcommissionareneeded tosellproduct
online,soverycustomizedenvironmentforSMBowners.
2
f
Shoppingareacustomizedformobilecompletingall
commerceprocesssuchaspromotion,purchaseand
payment.
Q4AD
KEYINDEX
Q4ADKEYUPDATES
Q3/Q4 ADKEYINDEX

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Reportcolumns areimprovedtoraisecredibility. 3rd partytrackingpartnersandcustomercommittee verified data
and3rd partytracking partnersandcustomer committee verified dataandremovedthecolumns iftheir standardand
explanations isunclears. Those userswhomonetize businesses onFacebookcouldcopewiththetrendofdigital
marketing basedonaccurateinsight.
Measurement
Q4KEYUPDATES
Efforttoprovideobjectiveandvariouscolumns
Inducingtheprocesstoverifydatawith3rdpartytrackingpartners
- Inordertoprovidethereliablereport,cooperatingwith3rdpartytrackingpartnerstoprovideverifieddataregardingthetimespentonviewingad.
- Provide the columns regarding viewing video and live on Facebook cooperating with Nielsen.
1
2 Revisingthecolumnswithwrongformulaandclarifyingtheunclearstandardandconcept
- Make the columns accurate which previously caused the problem on collecting data with wrong formula: organic
reach, video view and referral etc.
- Revise the unintuitive names of columns and attach the detail tip for better understanding.
e.g. "view content" → "website view of content" and "video views" → "3-second video views“
Q4AD
KEYINDEX
Q4ADKEYUPDATES
Q3/Q4 ADKEYINDEX

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Facebooklaunchedoffline conversion events tomeasureoffline outcomes generatedbyFacebookonline
advertising. Nowadvertisers cantrackOfflineconversion andusethis datatocompareon-offline campaign
performance.Also, DAforRetail whichisanomni-channel productremoving bordersbetweenonline andoffline
waslaunched, soadvertisers cancontrolonline andoffline purchaseconversions throughFacebookAdvertising
OfflineTracking&Related Products
Q4KEYUPDATES
Launch offlineconversion manager DAforRetail
Addedoffline eventpageonbusiness manager
1 AdvertiserscanuploadtheirCRMdata
Itistreatedundercryptographicsystem
2
Theuserdatamatchedfromofflineconversionsareused
ascustomaudienceandlookalikeaudience.But,advertisers
havetoagreewiththetermsforofflineconversiondata
Q4AD
KEYINDEX
Q4ADKEYUPDATES
Q3/Q4 ADKEYINDEX
DAfor Retail based on Omni-channel
1 Delivery ad to those nearby offline store by targeting
location and induce to buy product already interested
2
The client who doesn’t want offline-shopping can
save the ad and buy online later. The process of
Omni-channel could be implemented.

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Finally FacebookLive canbeusedtoAd.Eventhough it’s justinatestphase,shortlythelive contents couldbe
executed asAd.AswellasFacebook,Instagramisabletosharereal-time video butit’s neededthetime tocheckout
ifthereal-time video isworthyasAdornot.
Facebook LiveAds
Q4KEYUPDATES
Launch LiveBoost AdsonFacebook AvailabletoshareLivevideoonStory
1 Format: posting live video as creative of ad on Feed
2 As the product in beta test, partners with Blue Badge
or White List can join
1 Click camera button on Instagram app and then swipe right
to share Live video you recorded.
2 As instant and only for 24-hour content , Live video is unable
to use as Ad for now but expected later
LIVE
Q4AD
KEYINDEX
Q4ADKEYUPDATES
Q3/Q4 ADKEYINDEX

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Q4,2016hadabundantperiodwithamounts ofupdatesonFacebookever.Inordertoincrease utilization of
Facebook,theyhaslaunchedorappliednewfunctions invarious aspectssuchasadproduct,supporting tooland
measurement. Itisdrawingattention howthereputation ofFacebookwouldbechangednextyearwith thecurrent
effort.
OtherUpdates
Q4KEYUPDATES
Thefunctions tomaximize theperformance ofuser’s business
LaunchingCreativeHub
- Availabletogetinspirationoneachadproductsandhigh-valueastheguideofcreativecreation.
1
2
3 Addingnewcolumnswithlaunchingnewproducts.
- AccordingtoenhancementofCanvas,thenewcolumnsisaddedtomeasurevariousperformance.
LaunchingCampaignPlannerTool
- Showing pre-evaluation of campaign before the real execution with simulation tool of R&F buying.
4 Addingnewoptimizationgoalfor Ad:ReachasKPI
- UsefulwhenreachisKPI.Bidinggoalistooptimizeonreachandcostperreachandfrequencyandlimitareavailable.
Q4AD
KEYINDEX
Q4ADKEYUPDATES
Q3/Q4 ADKEYINDEX

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