４，５月からFBの広告がタイムライン上にも出せる噂がありますが、その前に、最新の広告案内を入手しましたので、共有します！Marketplace Page Post (MPP) - PhotoはそのままWALLに投稿された内容を広告にするメニューです。アメリカでは一番売れているらしく。。日本ではまだあまり見当たらないです。WALLの内容をままにして、広告を出すのは確かに導線が自然に見えると思います。

1. Facebook Advertising Products

2. Facebook has two placements
Premium - Homepage
Marketplace – Run of Site
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1
2
3
4

3. Key Business Proposition Differences
Premium – Top of the funnel ASU/Marketplace – Mid to bottom
Brand building, mass awareness & Direct response & demand
exposure fulfillment
▪ Fixed budget ▪ Budget flexibility
▪ Mass reach ▪ Granular targeting
▪ Run on Homepage & Profile Pages ▪ Run-of-site
▪ Standalone on Ad appearance ▪ Shared with 4 other advertisers
▪ CPM/Guaranteed delivery ▪ CPM/CPC
▪ Above-the-fold ▪ Some ads are below-the-fold
▪ Premium Page Post Ad, Standard ▪ Like, apps, event ads
Ad, Application Ad

4. Targeting and Reach
Targeting
▪ Likes and Interests
▪ Education and Workplace
▪ Facebook Connections
▪ Relationship Status
▪ Demographics
▪ Age, Gender, Location
Reach
▪ Dynamically updated

5. Example - Targeting and Reach

6. Reporting
Reach & Frequency
• Insight for potential reach vs actual reach
• Frequency
Performance
• Unique CTR
• Responder demo
• Interaction rate (Likes, Events, Apps)
Social advocacy
• Social impressions

7. P a g e s | Ads | Technology
Premium Page Post Ads (Homepage)
To reach people and their friends on their Home Page
Page Post Ad
2
Any of Your Designated Page Post
1
1
Your Ad on the Home Page
Anything you post can become an Ad

8. P a g e s | Ads | Technology
Homepage Premium
Ad
Fans Friends of Fans Anyone
(who are not fans / friends of fans)
Social Context Expanded Premium Ad
Page Post Ad
Social Context
Comment box
Expanded ad with friends’
Stories at the top
Premium (Homepage)

9. Homepage Premium Ads, reach P a g e s | Ads | Technology
friends in a more engaging way
Can be twice as effective than before and for specific campaigns Facebook targeting is
more than 90% accurate versus industry average of only 35%
4
3 When people hear about you from
friends, they listen.
Ads are better when they come from
your Page posts.
People can interact with your
brand throughout the ad.
Source: Nielsen

10. Homepage Premium Ads, reach friends
P a g e s | Ads | Technology
in a more engaging way

11. Marketplace Ad (Run of Site)
Like Ad Application Ad*
Standard Ad* Event Ad
* Can be on Homepage Premium Ad as well

12. Marketplace - Like Ad
1. Click the Like button to connect
2. You are now connected
with the brand

13. Marketplace - Application Ad
See which friends used the app Makes users more likely to try it out

14. Marketplace - Event Ad
1. RSVP to event 2. Invite friends 3. Add personal message

15. Premium / Marketplace - Featured
Stories
Sponsored Stories
David likes this brand
Your Brand
David likes this brand
Like
STEP 1: STEP 2: STEP 3:
David likes a brand, If this brand included
A story is generated on David’s Sponsored Stories in their
uses an application,
friends’ News Feeds, which Facebook Ads campaign,
or checks in to a
they may or may not see David’s friends see this story in
location
the right column

16. Featured Sponsored Stories - Page Likes
‣ Featured Stories are generated when a person likes your Page
‣ Featured Stories appear in the News Feed and right-hand column with ads

17. Featured Stories- Featured Stories-
App interactions Place check-ins
‣ Sponsored Stories appear when ‣ Sponsored Stories appear when
people interact with your app people check in to one of your
locations

18. Featured Stories: Post Likes

19. Media Buying Methods – Premium Ads
(Homepage)
1. Reach Block
- One Day Buy, Cost per day
- 100% reach on facebook users in a day
- Maximum Reach, High Awareness, Brand Building, Product Launch
2. Target Block
- Packaged Fixed Buy
- 3 consecutive day with fixed no. of impression
- For sustaining awareness and reinforce top of mind
3. CPM – Impression Buy
- Fixed CPM
- Flexible on impression quantity
- Extending brand and campaign awareness

20. Media Buying Methods – Marketplace
Ads (Run of Site)
1. CPM – Impression Buy
- Fixed CPM
- Flexible on impression quantity
- Extending brand and campaign awareness