Over the last few years, we have witnessed a genuine revolution—the world we live in has become mobile. It took television 67 years to reach over 1 billion people, but mobile achieved that in just 5 years. Now Facebook is visited by 1.23 billion people daily and 1.15 of them are using mobile platforms. We live in a mobile world where everyone has the most powerful medium in their pocket and access to personalized marketing—both for large global brands and local SMBs. Marketing has become democratized and now a small café and a global automobile manufacturer have the same opportunities to connect with consumers on Facebook. Brands and companies can build reach that was previously available only via TV, with exceptional targeting precision that allows them to reach real people. Speaker: Katarzyna Paliwoda, Partner Central & Eastern Europe - Facebook Event: Digital Day 2017 - Connected Shopper Organised by IAB Serbia, May 2017 more info: www.digitalday.rs

1. Source: Placeholder text.

4. Katarzyna Paliwoda
Partner
Central & Eastern Europe

5. 5
Mobile Advertising ValueA new way to attract attention and build your brand

6. Mechanized
Production
Mass
Production
Automated
Production
4th Industrial
Revolution

7. TO
2003
5B
GB
FROM
The beginning of time
Source: Wikibon Data Footprint, January 2013

8. The 3-second-audition

9. Growth
Time
X
Y Z
A
B
A New Era of Disruption

11. 11

12. Source: 1,2 GfK EMEA country profile study, Poland, December 2015
People navigate the offline world with mobile
More than 1 in 4
minutes on
mobile is spent on
Facebook and
Instagram2
3,37h+per day on mobile1

13. 1.9B
on Facebook
each month
1.2B
on Whatsapp
each month
1.2B
on Messenger
each month
700M
on Instagram
each month
Source: Facebook internal data, Q2 2016

14. ​Understanding real results
drives real business growth

15. Proxy metric
Cookies
only
Clicks
CPM
True value
People
Brand Lift
True ROAS
and ROI
Metrics That Matter

16. 16

17. Source: CPG Campaign measured by GfK GXL, 2016
M17-35
Facebook
94%
Online other
29.5%TV
17.6%
Facebook is the most efficient in delivering contacts to
the intended audience

18. NO CORRELATION TO ROI

19. Source: Placeholder text.
Nielsen NetEffect meta analysis discovered ...
​-.07%
Clicks do not drive sales / ROI
​correlation between Click Through
Rate (CTR) and increased ROI
T H E R E I S A
Source: Nielsen NetEffect meta analysis, February, 2016.

20. Source: https://atlassolutions.com/2014/12/18/atlas-insights-series-most-conversions-occur-without-a-click/
90%
Of purchasers never
clicked on an ad
Most sales happen without a click

21. Source: Placeholder text.
Clicks aren’t a good
proxy for brand results
T H E R E I S N O S I G N I F I C A N T
R E L AT I O N S H I P B E T W E E N C L I C K
T H R O U G H RAT E ( C T R ) A N D A N Y
N I E LS E N B RA N D E F F E C T M E T R I C S
Source: Nielsen BrandEffect meta-analysis of 478 online global campaigns that ran between Oct 2014 – April 2015
A D R E C A L L
B R A N D
AWA R E N E S S
P U R C H A S E
I N T E N T
-20
0
20
40
60
80
100
0 2 4 6 8
%PointLift
CTR (%)
-40
-20
0
20
40
60
80
100
0 2 4 6 8
%PointLift
CTR (%)
-60
-40
-20
0
20
40
60
80
100
0 2 4 6 8
%PointLift
CTR (%)
​Correlation is less than 1%

22. Source: Placeholder text.
Measuring the wrong metrics costs
advertisers more
​more expensive than
the 50% of users that
are least clicky
Source: Facebook Marketing Science, internal data, US Mobile News Feed, 28 day average, July, 2016
​5.5x
C l i c k y
u s e r s a r e

23. Avg. cost per outcome:
Facebook only
Avg. cost per outcome:
Facebook, Instagram
and the Audience
Network
Costperoutcome
Time Elapsed
Tip 6
Decrease CPMs: choose Placement Optimisation.

24. What KPI’s should we focus on?
AWARENESS
INTEREST &
CONSIDERATION
INTENT
ACTION
BROAD REACH,
LOWER FREQUENCY
MORE TARGETED REACH,
HIGHER FREQUENCY

25. ​HOW TO BUY

26. 26
Achieving Business Objectives by buying in the right way
How to buy FB & IG for RB Brands in the Auction
S T E P 1
S T E P 2

27. No.
27

28. seconds
2.5
seconds
1.7
Source: Facebook data, Q3 2015
28

29. 13msto identify it
We only need to
see an image for

31. 60,000times faster than words
The human brain
processes images

32. Source: "Neuro Mobile" by SalesBrain (study of 70 US adults, aged 18-49, commissioned by Facebook), May 2015
82%
higher attention for a video
advert viewed on a
smartphone compared
to TV
THE QUALITY OF ATTENTION ON MOBILE IS HIGHER
Similarly,distraction was 79% lower on
a smartphone screen than on a TV

33. On average, Facebook users
who are aged 60 or older take
2.4 times
longer
to consume content than
someone aged under 20.
Source: Global Facebook internal analysis,
data from 9 August – 8 September 2015
People consume content at different speeds
60+years of age
20years and under

34. No.
34

35. VR/AR
Text
Photos
Videos

37. 94%of the time we hold and use our phone vertically

39. L U B E L L A ( P O L A N D )
Text overlay
Graphics
39

40. M C D O N A L D ’ S ( A U S T R A L I A )
Visual surprises
40

41. FELIX Sensations Extras, complete and balanced.
No wonder it’s always gone immediately.
N E S T L E
Redefining video
+383%
Ad Recall
+89%
Brand
Awareness
+60%
Top of mind
Awareness
women

42. 42
Cats can feel if FELIX Sensations Extrasis near.Even the most relaxed cat gets up on its legs when
FELIX Sensations Extras is involved.
Even the most relaxed cat gets up on its legs when
FELIX Sensations Extras is involved.

43. 43
“Execution is the only strategy
that consumers see.

45. Vape
I N F O R M A L
Inhale and exhale the vapour produced by an
electronic cigarette or similar device
2014
2015

47. Enabling
Transactions
Source: Placeholder text. 47

48. Attracting attention on
mobile is key to building
a brand today

49. 494949

50. Thank you
Source: Placeholder text. 50