This deck was presented in a joint webinar by MediaMath and Upcast Social. Josh Wallin, Sales Director, Upcast Social, and Mike Neiss, Director, PSO, MediaMath outlined best practices to leverage social advertising during the holiday season.

1. ‘Tis The Season: Leveraging
Social Media Ad Campaigns
for the Holidays
MediaMath and Upcast Social Talk Programmatic Best Practices
November 13th, 2014

2. About Upcast
• Agile social adtech SaaS for advertisers and brands
• Provides the ability to create, manage, and optimize
large-scale social ad campaigns
• Proven to increase performance by more than 80%
• Upcast Social is now part of the MediaMath family

3. 2014 Holiday Shopping Season:
Opportunities and Challenges
 Modest overall increase in US retail sales: +5% vs +3.4% (2013)
 Larger portion of US Ecommerce sales: 16.6% vs 15.3% (2013)
 US Mcommerce continues to grow: 19% vs 16% (2013)
 Challenge – Short season 28 days vs 31 days (2013)
Source: eMarketer

4. Social Media:
Driving Shoppers to Purchase
Have you made a purchase as a result of an engagement
with a social networking site within the past 12 months?
18%
30%
0% 10% 20% 30% 40%
2014
2013
Yes
Source: MarketLive

5. Social Will Affect This Holiday Season
Shopping Behavior More Than Ever
Source: MarketLive

6. The Role of Social Media in Driving Purchase
Facebook plays a vital role in discovery. It’s a way for
your friends and others whose opinions you trust to
guide you towards new forms of content or
entertainment that you wouldn’t necessarily have
chosen – or even ever seen – for yourself.
Howard Davies
UK Media Strategy Lead, Deloitte

7. Facebook & Twitter:
At the Heart of Social & Mobile
1,600
1,400
1,200
1,000
800
600
400
200
0
Monthly Active User (Millions)
Twitter
Facebook
Q1 '10 Q2 '10 Q3 '10 Q4 '10 Q1 '11 Q2 '11 Q3 '11 Q4 '11 Q1 '12 Q2 '12 Q3 '12 Q4 '12 Q1 '13 Q2 '13 Q3 '13 Q4 '13 Q1 '14 Q2 '14 Q3 '14

8. Providing Brands the Benefit of:
Premium inventory – in-stream placement
Avg CTR 2.09% Facebook Newsfeed vs 0.04% Display
Avg engagement rate for Promoted Tweets 0.33%-1.02%
Ability to target – demographics, interests, connections
Average online reach accuracy for narrow-targeted campaigns
89% (Facebook) vs 38% (Online average) Source: Nielsen OCR
Engagement & social context
Like, Share, Comment, and Retweet offers & ads
Real-time advertising and capture consumers’
attention at key moments

9. Holiday Season Best Practices
Launch early to own Holiday share
of voice but sustain the message

10. When Are People Making Their
Holiday Shopping Decisions?
OCT NOV
BEFORE: 46%
of US shoppers who used Facebook before
shopping did so to look up holiday
promotions, deals, and gift ideas
Source: Millward Brown, Facebook

11. When Are People Making Their
Holiday Shopping Decisions?
OCT NOV DEC JAN
33%
of UK men on Facebook say they will do
their shopping in October/November
48%
of UK women on Facebook say they will
do their shopping in October/November
Xmas Eve
8%
of UK women say they will still be
shopping on Christmas Eve
19%
of UK men say they will still be
shopping on Christmas Eve
DURING: 65%
of US shoppers accessed their phones for a shopping-related
activity; and, while shopping in-store, those people
used Facebook at 4X the rate of any other app or search.
Source: Millward Brown, Facebook

12. When Are People Making Their
Holiday Shopping Decisions?
AFTER: 89%
of US shoppers who shared their holiday
shopping experience on a social network
did so on Facebook
Xmas Eve
DEC JAN
Source: Millward Brown, Facebook

13. Plan Ahead
Top holiday spending days in US:
 Black Friday (November 28th)
 Small Business Saturday (November 29th)
 Cyber Monday (December 1nd)
 Green Monday (December 8th)
 Free Shipping Day (December 18th)
Source: Facebook

14. Holiday Season Best Practices
Create social-specific offers

15. Source: MarketLive

16. Recommended Promotional Ad Units
Facebook Offer Ad Twitter Lead Gen Card

17. Holiday Season Best Practices
Utilize social as a DR
ecomm channel

18. Test, Test and Repeat
 Facebook and Twitter allow for advanced
ecommerce conversion tracking and optimization
 Implement Facebook conversion pixels
 Integrate with 3rd party tracking – click & view tags
for managing multi-channel attribution

19. Retargeting for Direct Response
Facebook Custom Audience (FBM) Twitter Tailored Audience
CRM data – email address matching CRM data – email address matching
Website – pixels / visitors Website – pixels / visitors
Mobile – mobile app users & actions 1P party data from MediaMath (via T1)

20. Recommended DR Ad Formats
Facebook Multi-Product Ad Facebook Link Ad

21. Recommended DR Ad Formats
Twitter Promoted Tweet

22. DR Case Study: Multi-Product Ads on
Mobile Improve Performance for Retailers
Facebook Multi Product Ad
42%
CTR increase
45%
CPA decrease
Source: Facebook

23. Holiday Season Best Practices
Video – The next big
thing in social
Source: comScore

24. The Opportunity With Video on Social
• Facebook is now a prime delivery channel for video
While maintaining advantages of social context and engagement
• Reach the right people with robust targeting
• Capture attention with sight, sound, and motion
• Advance people through the purchase funnel
Ability to reach people who have shown an interest in your brand
• Get started quickly by leveraging existing TV assets

25. Facebook Video:
Higher Engagement & Reach

26. Complement TV Reach & Frequency
With Facebook Video Ads
Source: Nielsen XCR Mid campaign report

27. Recommended Video Ad Formats
Facebook Video Ad Twitter Promoted Video

28. Holiday Season Best Practices
Retarget your existing
customers on Twitter via
Tailored Audiences

29. Retarget Your Audience on Twitter Via
Tailored Audiences
 Organize MediaMath pixels and brand based Twitter
handles into Tailored Audiences within the MediaMath
T1 app
 Retarget users on Twitter using Upcast’s powerful
ads platform
 Engage existing customers via mobile app or promoted
tweet ad formats

30. Leverage your T1 customer base via Upcast
A user visits the boots section of the
Cobbler’s Shoes website.
1
3 That same audience will see highly relevant
MediaMath notifies Twitter that this
audience can be included in the ”High End
Boots” tailored audience.
Promoted Tweets from @CobblersShoesNYC
in their Twitter timeline.
4
High End Boots
Based on the user’s onsite behavior and
other attributes, the user is added to the
appropriate audience in T1.
2
+

31. Tailored Audiences Recommended
Ad Formats
Twitter Promoted Tweet – (website card)

32. Summary – Social Best Practices
1. Launch early to own Holiday share of voice but
sustain the message
2. Create social-specific offers
3. Utilize social as a DR ecomm channel
4. Use video – The next big thing in social
5. Retarget using Twitter Tailored Audiences

33. 3 Quick Wins for the Holidays
1. Leverage TV assets through Facebook Video Ads
2. Utilize ecommerce mobile apps to drive revenue
– existing and new customers
3. Retarget your existing customers on Twitter
using Tailored Audiences

34. Unique Capabilities of FBM and FBX
UNIQUE CAPABI L IT IES
FBM FBX
Target using Facebook data or Facebook
look alike model
Target using 3rd party data or 3rd party look
alike models
Broader variety of ad units
 Video
 Mobile
 Display
User-level reporting
 Incrementality / Placebo
 Deduplicated conversions for cross
channel reporting
 Pathway report
Cross-device targeting for 1st party
audiences
Cross channel Frequency capping
Bid using Facebook's algorithm Bid using MediaMath or custom algorithm

35. Combining FBM and FBX: Remarketing
Do you want to:
 Use video creative?
 Target mobile?
 Use ad types other than Page
Post or Right Hand Side?
Use FBM
Use FBX
For remarketing, leverage FBM for its wider variety of ad units, and use FBX for everything
else in order to maximize your reporting insights. It’s the best of both worlds!

36. Combining FBM and FBX: Prospecting
Do you want to:
 Use video creative?
 Target mobile?
 Use ad types other than Page
Post or Right Hand Side?
 Use Facebook’s data and / or
Facebook’s look alike model?
Use FBM
Use FBX
For prospecting, the same considerations apply, but you should
also consider the source of your audience data.

37. ROI, Acceleration, Results

38. Marketing OS

39. How to get started
There are two ways to get started with paid social
campaigns using Upcast:
MediaMath clients: contact your MediaMath account manager
New clients: email upcastsocial@mediamath.com
For more information on how you can give
yourself a holiday gift by boosting your social
campaigns, visit upcastsocial.com

40. This was the year in which online sales
wagged the entire retailing dog. And
the unprepared are being left behind.
BBC News
January 2014