This covers features and benefits of using Facebook Video.

1. Grow your business with
Facebook video
Create for how the world watches

3. The momentum behind mobile video will keep growing
Source: Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2016–2021 White Paper, March 28, 2017 3
​9x
​increase in mobile video
BETWEEN 2016 & 2021
​78%
​of total mobile data
traffic will be video
BY 2021

4. Our most personal connections
happen on mobile
Facebook IQ Source: “The Value of Video” by Nielsen (Facebook-commissioned study of 22,000 people ages 18-64 who watch online videos across AU, BR, CA, FR, DE, ID, IN, MX, TH and US),
Apr 2017. The study included 2,000 respondents per market except for US and CA, where the sample sizes were 3,400 and 2,500, respectively. 4
​Of people surveyed across 10 markets who plan to watch more
online video on a smartphone in the coming year…
41%
​said it’s because mobile
video feels personal

5. Facebook video
creates a sense of
belonging

6. 4x
year over year increase in the
number of videos produced
per day on Instagram
CONNECTING WITH YOUR
COMMUNITY
6Source: Instagram Internal Data, June 2017

7. UNITING EXPERIENCES
7
20%
of Live watch time comes
from Groups
Source: Instagram Internal Data, June 2017

8. LIVE VIDEOS GENERATE
10x
the number of interactions
and comments as other videos
SHARING MOMENTS
Source: Facebook internal data, Nov 2017

9. UNITING INTERESTS
9
Over
1Bpeople reached
OUR PUBLISHER PARTNERS
Source: Facebook Audience Network internal data based on unique people globally who saw at least one ad Impression over thirty-day period, September 2017

10. DISCOVERING NEW SHOWS
AND CREATORS

11. Grow your
business with
Facebook video

12. Older Millennial Younger Millennial LGBTQ
increase in intent increase in video completion
New Orleans Tourism tailored video to different travel enthusiasts
Personalized connections drive business
73%8pt
12

13. 35% increase in mobile conversions
Birchbox used video to create interest beyond beauty seekers
Personalized connections drive business
of website traffic directly from mobile70%
13

14. Nestea used video to connect with health conscious millennials
Personalized connections drive business
12M people reached
lift in purchase intent
(Among females 25-34)
11pt
14

15. FIND YOUR COMMUNITY, GROW YOUR BUSINESS
Match how
people watch
Make creative
that connects
Measure what
works
15

16. FIND YOUR COMMUNITY, GROW YOUR BUSINESS
Match how
people watch
16

17. On-the-go Lean Forward Lean Back
• Immediate discovery of content
• Quick scrolling
• Interactive experience with content
• Tapping, swiping, exploring
• Immersive and planned viewing of content
• Dedicated watching
PEOPLE CONSUME CONTENT IN THREE MAIN MODES OF ATTENTION
SHORT BURSTS OF
ATTENTION
HIGH, CAPTIVATED
ATTENTION
Watch
Instagram
stories
Feed
Short video
Feed
360
Live
Feed Long videos
P E O P L E

18. Video ads for how
people watch
B U S I N E S S E S
ON-THE-GO LEAN FORWARD LEAN BACK
Short bursts of attention High, captivated attention

19. B U S I N E S S E S
ON-THE-GO LEAN FORWARD LEAN BACK
Short bursts of attention High, captivated attention
Video ads for how
people watch

20. B U S I N E S S E S
ON-THE-GO LEAN FORWARD LEAN BACK
Short bursts of attention High, captivated attention
Video ads for how
people watch

21. Marketing Objective
Awareness
Recall
Acquisition
Conversion
Consideration
Engagement
Conversion
Completed video views
Complex story telling
Ad Format
Short video ads
Instagram Stories
Canvas
Collections
In-stream video ads on
Facebook & Audience Network
Reach HIGH LOW
View Duration LOW HIGH
Cost Per Impression LOW HIGH
Cost Per View HIGH LOW
ON-THE-GO LEAN FORWARD LEAN BACK
Short bursts of attention High, captivated attention
21
65%
lift in brand awareness1
can be delivered in first 10s
52%
sales impact2
comes from less than 2s impressions
+70%
of in-stream video ads up to
15 seconds in length are watched
to completion4
85%
of ad impressions are viewable4
per MRC standard
40-50%
lift in ROAS with Collection
ads vs existing formats3
1. Facebook commissioned Nielsen study,
BrandEffect to analyze 173 video ad
campaigns globally , Dec, 2014 - Feb, 2015.
2. Video Viewability and Offline Sales
Research, Oracle Data Cloud, July 2017.
3. 14 campaigns and public case studies
across eCommerce and Retail, 2017.
4. Facebook Internal Audience Network
Data, 28d average, April 2017 – May 2017.

22. Marketing Objective
Awareness
Recall
Acquisition
Conversion
Consideration
Engagement
Conversion
Completed video views
Complex story telling
Ad Format
Short video ads
Instagram Stories
Canvas
Collections
In-stream video ads on
Facebook & Audience Network
Reach HIGHER LOWER
View Duration LOWER HIGHER
Cost Per Impression LOWER HIGHER
Cost Per View HIGHER LOWER
ON-THE-GO LEAN FORWARD LEAN BACK
Short bursts of attention High, captivated attention
22

23. We've found video ads on Facebook to be complementary to TV in one of three ways:
TV works better with Facebook
Reach new people Close the loop
Awareness
Interest
Consideration
Sale
Amplify your message
23

24. FACEBOOK + TV RESULTS IN:
4x
cost efficiency
60%
higher ROI
increase
19%
increase
memorability
Source: Nielsen Total Ad Ratings meta analysis, 2014-2015. Nielsen FB + TV Brand Effect study, 2015.
Say Yes to pairing Facebook and TV, Facebook IQ, 2017, Nielsen Total Ad Ratings meta analysis, 2014-2015, Nielsen FB + TV Brand Effect study, 2015.

25. PLACEMENT CONTROLS CATEGORY BLOCKING
AND BLOCK LISTS
DOMAIN/APP BLOCK LIST
Put your brand in places that are safe and relevant

26. FIND YOUR COMMUNITY, GROW YOUR BUSINESS
Match how
people watch
Make creative
that connects
Measure what
works
26

27. Creative performs better when optimized for mobile
Creative optimized
for mobile increased
average view time by
1.5x and
completed views by
1.8x
Success:- Metric showing statistically significant uplift at 90% confidence level
Ad Recall: 60 Studies, Brand Awareness 18 studies, Message Association: 38 studies
Mobile optimized
video
TVC
M E S S A G E
A S S O C I AT I O N
100%
80%
60%
40%
20%
0%
%Lift
Mobile optimized
video
TVC
Mobile optimized
video
TVC
A D R E C A L L B R A N D
AWA R E N E S S
Mobile optimized
video
TVC
B R A N D
FAV O R A B I L I T Y
27

28. VS.
M O B I L E O P T I M I Z E D
V E RT I C A L V I D E O
( 1 0 S E C S )
O R I G I N A L T V C
20%
more people
completed viewing the
optimized video
+10pt
ad recall, +6pts higher
than original TVC
28
Creative
performs better
when optimized
for mobile

29. Capture attention with content that's immediately interesting
Create short videos
(3-10 Seconds long)
Incorporate brand identity early
Build for sound off, delight with sound on
Build Vertical
ON-THE-GO LEAN FORWARD LEAN BACK
Short bursts of attention High, captivated attention
6pt
lift in brand
awareness
+14pt
Ad recall
CREATIVE CONSIDERATIONS
Short video ads - Mobile Feed

30. Capture attention with content that's immediately interesting
Create short videos
(Up to 15 seconds long)
Consider bespoke creative
Take a fresh approach to vertical
Use native tools
+9pt
Ad recall
+28pt
Ad recall
CREATIVE CONSIDERATIONS
Instagram stories
ON-THE-GO LEAN FORWARD LEAN BACK
Short bursts of attention High, captivated attention

31. Create attention with content that's interactive and engaging
5.3x
return on ad
spend
Highlight brand within the first 3 seconds
Showcase product or service
Connect featured products to the video
Build for sound off, delight with sound on33%
Lower cost per
purchase
CREATIVE CONSIDERATIONS
Collections and Canvas
ON-THE-GO LEAN FORWARD LEAN BACK
Short bursts of attention High, captivated attention

32. Reward attention with high quality immersive content
Create Short videos
(5-15 Seconds long)
Build for sound on
Build Horizontal6.4x
lower CPV on
Audience Network
vs. FB
+17pt
Ad recall
CREATIVE CONSIDERATIONS
In-stream Video ads
ON-THE-GO LEAN FORWARD LEAN BACK
Short bursts of attention High, captivated attention

33. Use placements and creatives to match goals
33
R E A C H A N D B R A N D AWA R E N E S S E N G A G E M E N T CO M P L E T E D V I E WS
Short Video Instagram Stories Facebook Live Long form video
ON-THE-GO LEAN FORWARD LEAN BACK
Short bursts of attention High, captivated attention
+16PT
Ad recall
(2x P&G average)
+10PT
Message Association
(4x P&G average)

34. Prioritized speed
Use placements and creatives to match goals
ON-THE-GO LEAN FORWARD LEAN BACK
Short bursts of attention High, captivated attention
decrease in cost per user acquisition25%
increase in click-through rate27%

35. B E I N S P I R E D
P L A Y, I T E R A T E &
C R E A T E
S H O W C A S ES H A R E
D E L I V E R
Test with
Creative Hub

36. Match how
people watch
Make creative
that connects
FIND YOUR COMMUNITY, GROW YOUR BUSINESS
Measure what
works
36

37. Answer the most important questions, then continue learning
to evolve your advertising plan
Do video ads on
Facebook, Instagram,
& Audience Network
help me achieve my
business goals?
1
How can I improve
aspects of my video
ads to best achieve
my business goals?
2
How does Facebook
video fit into my
media mix?
3
How does Facebook
complement videos
I run elsewhere?
4
How should my
Facebook plan evolve?
5
Brand Lift
Offline sales lift
Conversion Lift
Brand Lift
Creative Scoring
Split testing
Conversion Lift
Marketing Mix Modeling
Multi-Touch Attribution
Partners
Cross-Platform Brand Lift
Reach & Frequency
Creative Hub
37
Facebook Facebook Measurement Partners

38. decrease in cost per order
“We measure the effectiveness of every video
we produce… we test and optimize until we have
the perfect combination of target audience,
subject matter, video length, and copy.”
16x
38
Test, Learn & Adapt

39. FIND YOUR COMMUNITY, GROW YOUR BUSINESS
Match how
people watch
Make creative
that connects Measure what
works
39
• Capture different levels of
attention with Facebook video
• Use different placements to
meet different marketing
objectives
• Compliment other media
• Build mobile-first creative
for better performance
• Test with Creative Hub
• Choose from a host of
tools to measure success
• Test, Learn and Adapt

40. Building
connections
for the future

41. INSTAGRAM STORIES
ON-THE-GO LEAN FORWARD LEAN BACK
Short bursts of attention High, captivated attention
1. Polling stickers in organic stories
2. Placement Asset customization
Across Facebook & Instagram Feed and Instagram stories
3. Support for non-vertical stories
BUILDING CONNECTIONS FOR THE FUTURE
NEW- OCT 2017

42. ON-THE-GO LEAN FORWARD LEAN BACK
Short bursts of attention High, captivated attention
Video PollingMulti-action video cardsCanvas post click experience
Instagram
Stories
Facebook
Feed
BUILDING CONNECTIONS FOR THE FUTURE
NEW - SEPT 2017 TESTING IN 2018

43. Thank you