Joseph Devoy's presentation from LSA16 in San Francisco discussed Local Ads monetization and offline measurement for both national and small business advertisers. For more on the session visit: http://bit.ly/1R1JZkh

1. Local Relevance in a Mobile World

2. Joe Devoy
Product Manager, Local

4. Mobile has changed businesses

5. Time Discovery Path to purchase

6. People are spending more and more
time on mobile — and that time is
in apps

7. Source: “Average Time Spent per Day with Major Media by US Adults,” eMarketer Oct 2015
per day on mobile
3HOURS
Mobile is
a constant
companion

8. ofpeopleaccess
mobilewhile
shopping65% 50% multi-screen
viewers
Mobile’s creating new moments to reach people

9. When it comes to time on mobile, apps rule
ofall time
spenton digital52% 88%
oftimespentin
appsare within
people’stop five
apps

10. Mobile discovery is changing
consumer behavior

11. Search is not a natural point ofentry
on mobile
In apps, peopleexpect
todiscoverthings
just for them

12. 1 in 3
shoppersresearchedon
mobilebefore buyingon
desktopor offline
shoppersunder 34 researchedon
mobilebefore buyingon desktopor
offline
1 in 2
Sales start with mobile

13. The path to purchase
is
non-linear

14. Mobile is changing how people discover
products, services and local businesses
of US smartphone and tablet users have used
their smartphone to lookfor a retaillocation
near them
have used their smartphone to find
and compare prices
61% 57% 52%
have used their smartphone to lookup
directions to visit
a local store

15. Browses for
new headphones
on laptop
Sees ad for
headphones
on mobile
Adds product
to shopping cart
on tablet
On the path to purchase
People now move seamlessly between devices and channels
Purchases
headphones
in store

16. Browses for
new headphones
on laptop
Sees ad for
headphones
on mobile
Adds product
to shopping cart
on tablet
But cookies don’t account for mobile or offline…
Purchases
headphones
in store

17. Browses for
new headphones
on laptop
Sees ad for
headphones
on mobile
Adds product
to shopping cart
on tablet
Last-click doesn’t give you the full picture…
Purchases
headphones
in store

18. Browses for
new headphones
on laptop
Sees ad for
headphones
on mobile
Adds product
to shopping cart
on tablet
And siloed measurement leads to poor
attribution
Purchases
headphones
in store

19. Reach people where they spend the most
time: the Facebook Family of apps
Drive people from
mobile discovery to purchase with
personalizedmarketing at scale
Measure the full path to
purchase by focusing on people
How do you win in a mobile world?

20. Reach people where they spend their
time

21. To reach people on mobile, reach them in their favorite apps
1Bpeople at the
same time
400Mmonthly
active people
1000sof great
apps

22. People spend
their time across
the Facebook Family
6%
of time
spent on
mobile
of all time spent on mobile
>20%

23. +50M
Businesses are spending time on Facebook too
active business
Facebook Pages

24. Drive your business
1. Sections
2. Calls to action
Make it yours
3. Place Tips
Drive in-store actions

25. 1. Sections
Driveyour business

26. 2. Calls to action
Make ityours

27. 3. Place Tips
Drivein-storeactions

28. Drive people from discovery to purchase
with personalized marketing at scale

29. Local Awareness ads on Facebook
When someoneis near your
business, they can see a Local
Awareness Adin their News
Feed.

30. Call-to-action: Get Directions
Drive foot traffic to your store
Clicking on the Get
Directions button will
launch the phone’s
default map app with
the business marked
and a recommended
route to it
When someone is
near your business,
they can see a Local
Awareness Ad in
their News Feed

31. Call-to-action buttons: Call Now
Say hello to your new customers
When someone is
near your business,
they can see a Local
Awareness Ad in
their News Feed
Clicking on the Call
Now button will
launch a pre-filled
business number

32. Call-to-action: Send Message
Connect with customers over Facebook Messenger
Clicking on
the Send Message
button will launch a
message
composer

33. How does it scale?

34. 1 creative template
Neighborhood B Neighborhood C Neighborhood D Neighborhood ENeighborhood A Neighborhood F
Dynamic Local Ads: Streamlined ad creation for
all your store locations

35. Show the most relevant creative to each
audienceAds deliver to people based on which store location they are closest

36. Advertisers are using Dynamic Local Ads to
create more relevant brand ads

37. Locally relevant ads are better
You can see it in the comments!

38. Measure the full path
to purchase by focusing
on people

39. Local Insights OfflineConversionLift
Enables you to measure results across devices and
channels

40. Local Insights: new insights about people nearby
Select the area around your store and date range you care about

41. How closed-loop measurement works
Offline conversion lift testing
Identify your business
objective and
campaign
to measure
1
Facebook randomizes and
splits audiences into test
and control groups
2
Test
Control
Pass your conversion
data to Facebook via a
secure data upload
4
Test
Control
Facebook calculates lift by
comparing conversions in
the test groups to
conversions in the control
group
5
Run campaign to your
target audience- ads will
be delivered to the test
group and will not be
delivered to the control
group
3
Test

42. Success story: Fravega
Argentinian household appliances retail chain successfully increase sales
2.2x measurable sales in-store vs.
online
19% increase in in-store sales among
men 35-44
4% increase in overall in-store sales
Frávega
The Argentinian household appliances retailchain
successfully increased sales.

43. Reach people where they spend the most
time: the Facebook Family of apps
Drive people from
mobile discovery to purchase with
personalizedmarketing at scale
Measure the full path to
purchase by focusing on people