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© 2015 eMarketer Inc.
Made possible by
Social Marketing Trends for 2016
Debra Aho Williamson
Principal Analyst
December 3, 2015
© 2015 eMarketer Inc.
#1 eMarketer report
in 2015
(based on client
downloads + views)
How do executives predict the future?
© 2015 eMarketer Inc.
Agenda
 Eight Predictions for 2016
– Video
– Ad Blocking
– Influencer Marketing
– Viewability
– Cross-Platform Targeting
– Buy Buttons
– Live Streaming
– Messaging Apps
 2015 Recap: Social marketing usage and spending
© 2015 eMarketer Inc.
2015 Recap:
Social Marketing Usage
and Spending
© 2015 eMarketer Inc.
88% of US marketers use social networks for
marketing
 Facebook and
Twitter
dominate, but
Instagram is
coming on
quickly
© 2015 eMarketer Inc.
US product and services companies are
increasing social marketing budgets
10.7%
Current
14.0%
Next 12 Months
Social Media % of
Marketing Budget
Source: Duke University’s Fuqua School of Business, Aug. 2015
© 2015 eMarketer Inc.
Social
networks will
take in 18% of
all US digital
ad spending in
2015 …
… and 1 in 5
digital ad
dollars in
2016
© 2015 eMarketer Inc.
Just a few of the many major changes in the
social media landscape this year:
Instagram
opens up
to ads
Facebook gets
8 billion video
views per day
Buy buttons
emerge
© 2015 eMarketer Inc.
What’s in store for 2016?
© 2015 eMarketer Inc.
Trend #1:
TV Ad Dollars Will Start to
Flow Toward Social
© 2015 eMarketer Inc.
Four factors fueling this prediction:
#1: Social video’s
importance to advertisers
 Stat: 60% of the social content
Arby’s creates is video, up from
25% in January
#2: Facebook
 8 billion video views per day
(was 4 billion in April 2015)
Source: Arby’s, Oct. 2015 Source: Facebook, Nov. 2015
© 2015 eMarketer Inc.
#3: Dollars
moving from
TV to digital,
social
© 2015 eMarketer Inc.
#4: Facebook adds Target Rating Point (TRP)
buying
 Common currency to plan and
buy across TV and social
 Tools like this are helping
advertisers feel comfortable
increasing social video budgets
Image: Digitalart / Freedigitalphotos.net
© 2015 eMarketer Inc.
What it means for advertisers:
 It’s time to measure TV effectiveness relative to social
– Compare TV results to social results, as well as the two together.
 Don’t segregate social teams from video teams
– It also may not make sense to separate TV buyers from digital and
social buyers.
 Social attribution will only get better, as TV lags
– Facebook and Twitter have tools to measure how ads drive offline
purchases. TV can’t compare.
© 2015 eMarketer Inc.
Trend #2:
Social Properties Will
Need to Respond to Ad
Blocking
© 2015 eMarketer Inc.
Social properties say they’re not affected, but in
fact, they’re concerned
Source: Facebook Form 10-Q, Nov. 2015
© 2015 eMarketer Inc.
Most blockers
can’t block ads
in apps.
However, the ad
blockers are
getting smarter
© 2015 eMarketer Inc.
Ad blocking is
related to the
larger issue of
internet user
privacy
© 2015 eMarketer Inc.
What it means for advertisers:
More relevance, less blocking: If consumers “are downloading
apps to remove ads from the experience that you’re producing, that’s a
pretty strong signal that the ads aren’t relevant.” —Matt Idema, Facebook
Go for utility over noise: “I think people are kind of tired of ads that
are just trying to grab their attention away from everything they are
doing.” —Ben Silbermann, Pinterest, in an Advertising Week 2015 presentation
Ad blocking makes earned media even more important: “The
opportunity for marketers in social is to live native. Provide editorial
content that’s timely and relevant into people’s feeds.” —Marshall Manson,
Ogilvy PR UK
© 2015 eMarketer Inc.
Trend #3:
Influencer Marketing Will
Go Mainstream
© 2015 eMarketer Inc.
Only 14% of social media professionals
worldwide don’t plan to use influencer marketing
Source: Altimeter Group, July 2015
© 2015 eMarketer Inc.
It’s a way to get around ad avoidance
“We really increased our influencer
program in 2015, and going into 2016 we are
likely to increase it even more. I think you’ll see
more brands doing that as consumers
become adept at automatically blocking out ads
and as platforms continue to increase the number
of ads they deliver.” —Nick Bianchi, AT&T
© 2015 eMarketer Inc.
Influencers are important to the youth audience
US internet users who would be more interested in a brand if it
partnered with internet celebrities
Source: Trendera, Oct. 2015
© 2015 eMarketer Inc.
What it means for advertisers:
Allocate budget for influencer marketing: The number of
influencer networks is burgeoning, and some, such as the Vine talent
agency Niche, now owned by Twitter, are being acquired by the major
social platforms.
Aim for authenticity: “If people are using influencers, or if they’re
promoting content that’s not heavily produced and looks like raw content,
people are more likely to pay attention to it and more likely to engage
with it.” —Amir Zonozi, Zoomph
Choose partners carefully: While anyone can be an influencer,
there is a limited supply of people who have the audience size and
creative chops to work with major brands.
© 2015 eMarketer Inc.
Trend #4:
The Viewability Debate
Will Drag On
© 2015 eMarketer Inc.
Facebook and Twitter differ on definitions
Sources: Facebook, Twitter
© 2015 eMarketer Inc.
Mobile viewability standards have yet to come
out
(But even with standards, there’s not likely to be consensus)
Image: Chaiwat/Freedigitalphotos.net
© 2015 eMarketer Inc.
Until there’s agreement, it will come down to
dollars
“We’re introducing a
new buying option
that allows advertisers
to purchase 100%
in-view impressions
on Facebook.”
This “gives advertisers
the option to purchase
ad impressions where
the entire ad—from top
to bottom—has passed
through a person’s
screen in News Feed.”
© 2015 eMarketer Inc.
What it means for advertisers:
Advertisers have the upper hand: “As long as marketers continue
to put pressure on the publishers to have metrics that make sense to
their business, then [the publishers] will have to succumb to that
pressure eventually.” —Diana Gordon, Mindshare
Social platform deals with Moat look smart: Facebook and
Twitter have both agreed to work with third-party verification firm Moat;
In October 2015, Moat became the first firm accredited by the Media
Ratings Council to monitor mobile ad viewability.
Reframing the discussion might bring resolution: In some
respects, the debate over viewability is behind the times. A better way to
look at it might be whether someone engaged with the ad, rather than
simply viewing some portion of it.
© 2015 eMarketer Inc.
Trend #5:
Slow Progress for
Cross-Platform Targeting
© 2015 eMarketer Inc.
There’s no doubt advertisers like the targeting
capabilities in social (particularly Facebook)
 In a recent
eMarketer
report,
Facebook was
the only
property that
received an A
grade
© 2015 eMarketer Inc.
Facebook’s Atlas ad server is a new way of
thinking about targeting
 Cross-device
 Cross-platform
 Cross-browser
 Based on Facebook data
 Targets real people, not
guesses via cookies
© 2015 eMarketer Inc.
But agencies and marketers have a ways to go
before they’re fully ready for Atlas
What’s Needed?
Solid data strategy
Defined KPIs
Tag management
infrastructure
“There is a lot
of heavy lifting
that both
agencies and
marketers
need to do.”
—Diana Gordon,
Mindshare
© 2015 eMarketer Inc.
What it means for advertisers:
It’s unclear whether people-based targeting will work for
standard banner ads: “I’m a little hesitant about it. Even if that
traditional banner ad can use Facebook’s very rich targeting, I think
there’s a certain amount of banner blindness” among consumers.
—Rob Wolf, Microsoft
Social data isn’t the be-all, end-all: Not everyone is a Facebook
user. In the US, nearly 40% of internet users don’t use it, eMarketer
calculates. Atlas can’t target people for whom it doesn’t have data.
Atlas won’t make sense if you’re not ready for it: “If you’re still
using social media as a CRM platform or a relevance platform,” it’s not
right for you. —Jill Sherman, DigitasLBi North America
© 2015 eMarketer Inc.
Trend #6:
Buy Buttons Will Stay Niche
© 2015 eMarketer Inc.
Buy buttons are everywhere, but they require a
significant change in consumer behavior
Images: Instagram, Twitter, Facebook
© 2015 eMarketer Inc.
The holidays
may not be
the positive
bellwether
some are
expecting
48%
Percentage of US internet users who
say they don’t use social media to
help with holiday shopping
9%
Percentage who plan to buy directly
from a social media site
Source: Market Track, Sept. 2015
© 2015 eMarketer Inc.
Retailers need
more time to
figure it out
© 2015 eMarketer Inc.
What it means for advertisers:
Now is the time to test buy buttons: “I think that the next year is
going to be [a time to] test and learn, and we'll come out of it
understanding how it can be valuable.” —Robin Kamen, Bliss
Look for places where social commerce makes sense:
On a platform like Pinterest, where consumers often pin things they are
interested in doing or buying, purchasing via a buy button might make
more sense.
Study where your customers are coming from:
“A lot of merchants are telling us the majority of customers they’re
acquiring through the buy button are net new, which means we’re
growing their business.” —Tram Nguyen, Pinterest
© 2015 eMarketer Inc.
Trend #7:
Live-Streaming Video Will
Get Real(-Time)
© 2015 eMarketer Inc.
Twitter’s Periscope is catching on with
marketers—for diverse reasons
Public relations Influencer marketingPromotions
© 2015 eMarketer Inc.
Snapchat and Instagram could be next
Live Stories are Snapchat’s “most addictive
feature.” —Time, Sept. 25, 2015
Images: Snapchat, Wired
“Instagram is becoming a formidable news
service.” —Wired, Oct. 31, 2015
© 2015 eMarketer Inc.
What it means for advertisers:
Event sponsorships are perfect platforms: With the growth of
video in general, more marketers are publishing edited clips from live
events. The next step is simply to livestream from the event, giving users
an exclusive peek into the action.
Consistent, reliable experiences will help livestreaming
grow: Once consumers “start to feel that there is this consistent
environment where [livestream] video exists, and it’s reliable and
engaging, then I think we’ll start to see it start to scale.”
—Diana Gordon, Mindshare
Brands have an opportunity: “It’s something that everyone’s
tiptoeing around, but no one’s really stepped up to owning it.”
—Amir Zonozi, Zoomph
© 2015 eMarketer Inc.
Trend #8:
Messaging Apps Will Be
Marketing’s Next Frontier
© 2015 eMarketer Inc.
The number of people using mobile messaging is
rising fast
43.7% of
mobile phone
users
Source: eMarketer, Nov. 2015
64.6%
© 2015 eMarketer Inc.
Facebook’s Messenger and WhatsApp are poised
to be global powerhouses
900 million monthly
active users
700 million monthly
active users
Source: Facebook, Nov. 2015
© 2015 eMarketer Inc.
Mobile device
users—
particularly
millennials—
are receptive
to this kind of
marketing
© 2015 eMarketer Inc.
What it means for advertisers:
 Explore customer service or publishing applications
– Before advertising takes hold, eMarketer expects these apps to
become places where marketers can conduct customer service and
publish content. That’s how marketers first used Twitter.
 Functionality and utility will be key
– In China, WeChat has become a “Swiss army knife” of information
and utility, where users can do everything from make mobile
payments to hailing a taxi in addition to messaging and voice or
video chatting.
© 2015 eMarketer Inc.
Reviewing the Predictions
© 2015 eMarketer Inc.
Eight social marketing trends for 2016:
1. TV ad dollars will start to flow toward social.
2. Social properties will need to respond to ad blocking.
3. Influencer marketing will go mainstream.
4. The viewability debate will drag on.
5. Slow progress for cross-platform targeting.
6. Buy buttons will remain niche.
7. Live-streaming video will get real(-time).
8. Messaging apps will be marketing’s next frontier.
Facebook by the Numbers
adroll.com, @AdRoll
This report summarizes our in-
depth review of over 55,000
campaigns, which served over
37 billion
impressions.
(46 times more than last year)
adroll.com, @AdRoll
Facebook by the Numbers
YOY Increase in Facebook Spend by Industry
adroll.com, @AdRoll
Adding Facebook to Retargeting Doubles
Reach
adroll.com, @AdRoll
B2B is Embracing Programmatic on Facebook
- B2B used Retargeting on Facebook for
content marketing and as a way to increase
social engagement.
- B2B CTRs increased by 140% and ASPA
increased by 60%
adroll.com, @AdRoll
Performance Lift by Adding Cross-Device
Retargeting on Facebook
adroll.com, @AdRoll
© 2015 eMarketer Inc.
Learn more about digital marketing with an
eMarketer corporate subscription
Around 200 eMarketer reports are published
each year. Here are some recent reports you
may be interested in:
Q&A Session
Made possible by
You will receive an email
tomorrow with a link to view the
deck and webinar recording.
To learn more: www.emarketer.com/products
800-405-0844 or webinars@emarketer.com
Debra Aho Williamson
Social Marketing
Trends for 2016
 US Social Trends for 2016: eMarketer Predictions for Video,
Viewability, Buy Buttons, Messaging and More
 Buy Buttons: Where Social Meets Mobile Commerce
 Mobile Messaging Apps: Global User Forecast, Leaderboard
and Outlook on Monetization
 Social Advertising Effectiveness Scorecard: Industry Execs
Grade the Leading Platforms

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eMarketer Webinar: Social Marketing Trends for 2016

  • 1. © 2015 eMarketer Inc. Made possible by Social Marketing Trends for 2016 Debra Aho Williamson Principal Analyst December 3, 2015
  • 2. © 2015 eMarketer Inc. #1 eMarketer report in 2015 (based on client downloads + views) How do executives predict the future?
  • 3. © 2015 eMarketer Inc. Agenda  Eight Predictions for 2016 – Video – Ad Blocking – Influencer Marketing – Viewability – Cross-Platform Targeting – Buy Buttons – Live Streaming – Messaging Apps  2015 Recap: Social marketing usage and spending
  • 4. © 2015 eMarketer Inc. 2015 Recap: Social Marketing Usage and Spending
  • 5. © 2015 eMarketer Inc. 88% of US marketers use social networks for marketing  Facebook and Twitter dominate, but Instagram is coming on quickly
  • 6. © 2015 eMarketer Inc. US product and services companies are increasing social marketing budgets 10.7% Current 14.0% Next 12 Months Social Media % of Marketing Budget Source: Duke University’s Fuqua School of Business, Aug. 2015
  • 7. © 2015 eMarketer Inc. Social networks will take in 18% of all US digital ad spending in 2015 … … and 1 in 5 digital ad dollars in 2016
  • 8. © 2015 eMarketer Inc. Just a few of the many major changes in the social media landscape this year: Instagram opens up to ads Facebook gets 8 billion video views per day Buy buttons emerge
  • 9. © 2015 eMarketer Inc. What’s in store for 2016?
  • 10. © 2015 eMarketer Inc. Trend #1: TV Ad Dollars Will Start to Flow Toward Social
  • 11. © 2015 eMarketer Inc. Four factors fueling this prediction: #1: Social video’s importance to advertisers  Stat: 60% of the social content Arby’s creates is video, up from 25% in January #2: Facebook  8 billion video views per day (was 4 billion in April 2015) Source: Arby’s, Oct. 2015 Source: Facebook, Nov. 2015
  • 12. © 2015 eMarketer Inc. #3: Dollars moving from TV to digital, social
  • 13. © 2015 eMarketer Inc. #4: Facebook adds Target Rating Point (TRP) buying  Common currency to plan and buy across TV and social  Tools like this are helping advertisers feel comfortable increasing social video budgets Image: Digitalart / Freedigitalphotos.net
  • 14. © 2015 eMarketer Inc. What it means for advertisers:  It’s time to measure TV effectiveness relative to social – Compare TV results to social results, as well as the two together.  Don’t segregate social teams from video teams – It also may not make sense to separate TV buyers from digital and social buyers.  Social attribution will only get better, as TV lags – Facebook and Twitter have tools to measure how ads drive offline purchases. TV can’t compare.
  • 15. © 2015 eMarketer Inc. Trend #2: Social Properties Will Need to Respond to Ad Blocking
  • 16. © 2015 eMarketer Inc. Social properties say they’re not affected, but in fact, they’re concerned Source: Facebook Form 10-Q, Nov. 2015
  • 17. © 2015 eMarketer Inc. Most blockers can’t block ads in apps. However, the ad blockers are getting smarter
  • 18. © 2015 eMarketer Inc. Ad blocking is related to the larger issue of internet user privacy
  • 19. © 2015 eMarketer Inc. What it means for advertisers: More relevance, less blocking: If consumers “are downloading apps to remove ads from the experience that you’re producing, that’s a pretty strong signal that the ads aren’t relevant.” —Matt Idema, Facebook Go for utility over noise: “I think people are kind of tired of ads that are just trying to grab their attention away from everything they are doing.” —Ben Silbermann, Pinterest, in an Advertising Week 2015 presentation Ad blocking makes earned media even more important: “The opportunity for marketers in social is to live native. Provide editorial content that’s timely and relevant into people’s feeds.” —Marshall Manson, Ogilvy PR UK
  • 20. © 2015 eMarketer Inc. Trend #3: Influencer Marketing Will Go Mainstream
  • 21. © 2015 eMarketer Inc. Only 14% of social media professionals worldwide don’t plan to use influencer marketing Source: Altimeter Group, July 2015
  • 22. © 2015 eMarketer Inc. It’s a way to get around ad avoidance “We really increased our influencer program in 2015, and going into 2016 we are likely to increase it even more. I think you’ll see more brands doing that as consumers become adept at automatically blocking out ads and as platforms continue to increase the number of ads they deliver.” —Nick Bianchi, AT&T
  • 23. © 2015 eMarketer Inc. Influencers are important to the youth audience US internet users who would be more interested in a brand if it partnered with internet celebrities Source: Trendera, Oct. 2015
  • 24. © 2015 eMarketer Inc. What it means for advertisers: Allocate budget for influencer marketing: The number of influencer networks is burgeoning, and some, such as the Vine talent agency Niche, now owned by Twitter, are being acquired by the major social platforms. Aim for authenticity: “If people are using influencers, or if they’re promoting content that’s not heavily produced and looks like raw content, people are more likely to pay attention to it and more likely to engage with it.” —Amir Zonozi, Zoomph Choose partners carefully: While anyone can be an influencer, there is a limited supply of people who have the audience size and creative chops to work with major brands.
  • 25. © 2015 eMarketer Inc. Trend #4: The Viewability Debate Will Drag On
  • 26. © 2015 eMarketer Inc. Facebook and Twitter differ on definitions Sources: Facebook, Twitter
  • 27. © 2015 eMarketer Inc. Mobile viewability standards have yet to come out (But even with standards, there’s not likely to be consensus) Image: Chaiwat/Freedigitalphotos.net
  • 28. © 2015 eMarketer Inc. Until there’s agreement, it will come down to dollars “We’re introducing a new buying option that allows advertisers to purchase 100% in-view impressions on Facebook.” This “gives advertisers the option to purchase ad impressions where the entire ad—from top to bottom—has passed through a person’s screen in News Feed.”
  • 29. © 2015 eMarketer Inc. What it means for advertisers: Advertisers have the upper hand: “As long as marketers continue to put pressure on the publishers to have metrics that make sense to their business, then [the publishers] will have to succumb to that pressure eventually.” —Diana Gordon, Mindshare Social platform deals with Moat look smart: Facebook and Twitter have both agreed to work with third-party verification firm Moat; In October 2015, Moat became the first firm accredited by the Media Ratings Council to monitor mobile ad viewability. Reframing the discussion might bring resolution: In some respects, the debate over viewability is behind the times. A better way to look at it might be whether someone engaged with the ad, rather than simply viewing some portion of it.
  • 30. © 2015 eMarketer Inc. Trend #5: Slow Progress for Cross-Platform Targeting
  • 31. © 2015 eMarketer Inc. There’s no doubt advertisers like the targeting capabilities in social (particularly Facebook)  In a recent eMarketer report, Facebook was the only property that received an A grade
  • 32. © 2015 eMarketer Inc. Facebook’s Atlas ad server is a new way of thinking about targeting  Cross-device  Cross-platform  Cross-browser  Based on Facebook data  Targets real people, not guesses via cookies
  • 33. © 2015 eMarketer Inc. But agencies and marketers have a ways to go before they’re fully ready for Atlas What’s Needed? Solid data strategy Defined KPIs Tag management infrastructure “There is a lot of heavy lifting that both agencies and marketers need to do.” —Diana Gordon, Mindshare
  • 34. © 2015 eMarketer Inc. What it means for advertisers: It’s unclear whether people-based targeting will work for standard banner ads: “I’m a little hesitant about it. Even if that traditional banner ad can use Facebook’s very rich targeting, I think there’s a certain amount of banner blindness” among consumers. —Rob Wolf, Microsoft Social data isn’t the be-all, end-all: Not everyone is a Facebook user. In the US, nearly 40% of internet users don’t use it, eMarketer calculates. Atlas can’t target people for whom it doesn’t have data. Atlas won’t make sense if you’re not ready for it: “If you’re still using social media as a CRM platform or a relevance platform,” it’s not right for you. —Jill Sherman, DigitasLBi North America
  • 35. © 2015 eMarketer Inc. Trend #6: Buy Buttons Will Stay Niche
  • 36. © 2015 eMarketer Inc. Buy buttons are everywhere, but they require a significant change in consumer behavior Images: Instagram, Twitter, Facebook
  • 37. © 2015 eMarketer Inc. The holidays may not be the positive bellwether some are expecting 48% Percentage of US internet users who say they don’t use social media to help with holiday shopping 9% Percentage who plan to buy directly from a social media site Source: Market Track, Sept. 2015
  • 38. © 2015 eMarketer Inc. Retailers need more time to figure it out
  • 39. © 2015 eMarketer Inc. What it means for advertisers: Now is the time to test buy buttons: “I think that the next year is going to be [a time to] test and learn, and we'll come out of it understanding how it can be valuable.” —Robin Kamen, Bliss Look for places where social commerce makes sense: On a platform like Pinterest, where consumers often pin things they are interested in doing or buying, purchasing via a buy button might make more sense. Study where your customers are coming from: “A lot of merchants are telling us the majority of customers they’re acquiring through the buy button are net new, which means we’re growing their business.” —Tram Nguyen, Pinterest
  • 40. © 2015 eMarketer Inc. Trend #7: Live-Streaming Video Will Get Real(-Time)
  • 41. © 2015 eMarketer Inc. Twitter’s Periscope is catching on with marketers—for diverse reasons Public relations Influencer marketingPromotions
  • 42. © 2015 eMarketer Inc. Snapchat and Instagram could be next Live Stories are Snapchat’s “most addictive feature.” —Time, Sept. 25, 2015 Images: Snapchat, Wired “Instagram is becoming a formidable news service.” —Wired, Oct. 31, 2015
  • 43. © 2015 eMarketer Inc. What it means for advertisers: Event sponsorships are perfect platforms: With the growth of video in general, more marketers are publishing edited clips from live events. The next step is simply to livestream from the event, giving users an exclusive peek into the action. Consistent, reliable experiences will help livestreaming grow: Once consumers “start to feel that there is this consistent environment where [livestream] video exists, and it’s reliable and engaging, then I think we’ll start to see it start to scale.” —Diana Gordon, Mindshare Brands have an opportunity: “It’s something that everyone’s tiptoeing around, but no one’s really stepped up to owning it.” —Amir Zonozi, Zoomph
  • 44. © 2015 eMarketer Inc. Trend #8: Messaging Apps Will Be Marketing’s Next Frontier
  • 45. © 2015 eMarketer Inc. The number of people using mobile messaging is rising fast 43.7% of mobile phone users Source: eMarketer, Nov. 2015 64.6%
  • 46. © 2015 eMarketer Inc. Facebook’s Messenger and WhatsApp are poised to be global powerhouses 900 million monthly active users 700 million monthly active users Source: Facebook, Nov. 2015
  • 47. © 2015 eMarketer Inc. Mobile device users— particularly millennials— are receptive to this kind of marketing
  • 48. © 2015 eMarketer Inc. What it means for advertisers:  Explore customer service or publishing applications – Before advertising takes hold, eMarketer expects these apps to become places where marketers can conduct customer service and publish content. That’s how marketers first used Twitter.  Functionality and utility will be key – In China, WeChat has become a “Swiss army knife” of information and utility, where users can do everything from make mobile payments to hailing a taxi in addition to messaging and voice or video chatting.
  • 49. © 2015 eMarketer Inc. Reviewing the Predictions
  • 50. © 2015 eMarketer Inc. Eight social marketing trends for 2016: 1. TV ad dollars will start to flow toward social. 2. Social properties will need to respond to ad blocking. 3. Influencer marketing will go mainstream. 4. The viewability debate will drag on. 5. Slow progress for cross-platform targeting. 6. Buy buttons will remain niche. 7. Live-streaming video will get real(-time). 8. Messaging apps will be marketing’s next frontier.
  • 51. Facebook by the Numbers adroll.com, @AdRoll
  • 52. This report summarizes our in- depth review of over 55,000 campaigns, which served over 37 billion impressions. (46 times more than last year) adroll.com, @AdRoll Facebook by the Numbers
  • 53. YOY Increase in Facebook Spend by Industry adroll.com, @AdRoll
  • 54. Adding Facebook to Retargeting Doubles Reach adroll.com, @AdRoll
  • 55. B2B is Embracing Programmatic on Facebook - B2B used Retargeting on Facebook for content marketing and as a way to increase social engagement. - B2B CTRs increased by 140% and ASPA increased by 60% adroll.com, @AdRoll
  • 56. Performance Lift by Adding Cross-Device Retargeting on Facebook adroll.com, @AdRoll
  • 57. © 2015 eMarketer Inc. Learn more about digital marketing with an eMarketer corporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in: Q&A Session Made possible by You will receive an email tomorrow with a link to view the deck and webinar recording. To learn more: www.emarketer.com/products 800-405-0844 or webinars@emarketer.com Debra Aho Williamson Social Marketing Trends for 2016  US Social Trends for 2016: eMarketer Predictions for Video, Viewability, Buy Buttons, Messaging and More  Buy Buttons: Where Social Meets Mobile Commerce  Mobile Messaging Apps: Global User Forecast, Leaderboard and Outlook on Monetization  Social Advertising Effectiveness Scorecard: Industry Execs Grade the Leading Platforms