The Power of News FeedThe most powerful place to advertise
Advertising in the news feedCONNECT with more people more effectively online and on mobileENGAGE people at the center of their Facebook experienceINFLUENCE customers to drive your brand and business results
Connect with more people moreeffectively online and on mobile
News feed is where 950M+ people spend time sharing the most important parts of their lives 40% of peoples’ time on Facebook is on news feedSource: comScore, June 2012.
News feed is also where people stay connected with brands wherever they are 40-‐150x more likely people will consume branded content on the news feed than on a brand PageSource: comScore, June 2011.
News feed provides advertisers with the most scaled, dynamic mobile platform 543M mobile monthly active users 67% YOY mobile MAU growthSource: Facebook 10Q, June 2012.
So, how do brands connect withpeople in news feed?
RELEVANT STORIESget organically placed into John’s news feed
JohnThe most relevantstories are beingshown to John in hisnews feed.In this case, yourbrand story wasrelevant enough thatit was shown to Johnorganically.
RELEVANT STORIESget organically placed into Anna’s news feed
AnnaAnna attended awedding this weekand all of her friendsare posting about it.Because of thisengagement from herfriends, they will beshown in her feed.As a result, yourbrand’s Page postmay not appearorganically or willappear below all ofthese friend stories.
But…You can promote it asa sponsored story, sothat it will appear inAnna’s feed, or appearhigher than it wouldhave organically. Sponsored story
Sponsored stories expand your reach to fans and friends of fans in news feed Friends of Fans Fans Organic reachSource: Facebook internal data, August 2012.
Engage people at the center oftheir Facebook experience
News feed is the most engaging place on Facebook for marketers 65% 65% of likes of likes happen in happen in news feed 115B 65B news feed news feed story news feed impressions daily story impressions 35% daily 45% of comments of comments happen in happen in news feed news feedNote: Data reﬂects both Page posts and user stories.Source: Facebook internal data, August 2012.
News feed puts your brand in the center of theFacebook experience
…with more real estate than other publishers 2x the size of a 300x250 banner
…with more real estate than other publishers Full screen on mobile
News feed is the most engaging place for Page Posts >8x engagement for Page Post in news feed vs. right-hand sideNote: Engagement analysis is based off of average CTR for aggregate Page posts over a 7-day period., comparing news feed (delivery to fans and friends of fans) to right-hand side.Source: Facebook internal data, July 2012. Worldwide normalized data (based on news feed impressions and right-hand side impressions).
Inﬂuence customers to driveyour brand and business results
Improve ad recall and brand resonance with news feed 10x Higher ad recall for news feed vs. right-hand sideNote: Right-hand side based on marketplace.Source: Internal data, July 2012.
Drive ROI via Facebook offers featured in news feedAria generated 485% ROI Overview • Uses Page daily to update fans • Ran a Facebook offer - $110 resort credit + VIP passes to its nightclub News feed • Page posts featured offer • Sponsored stories showed friends of fans when friend claimed offer Results • 485% ROI from Facebook advertising • 100X click-through rates for sponsored stories in news feed vs. right-hand side • 25K+ new fans
Drive sales via offers and stories in news feed1-800 ﬂowers drove 300% more transactions and increased reach Overview • Used Page to remind fans of Mother’s Day & showcase gifts • Used Facebook offers to promote $15 off offer News feed • Sponsored stories showed friends of fans when friend claimed offer Results • 300% increase in transactions due to Facebook activities vs. last year • 15x increase in reach (29M) on Facebook on Mother’s Day
News feed complements right hand side to achieveyour business objectives
Your approach to news feed will vary based on yourbusiness objective• Drive awareness of your message• Drive fan acquisition• Drive online sales and app installs• Drive mobile app installs
Drive awareness of your message in news feedBest types of creative for your campaign: Get started: 1. Post your message on your Page 2. Promote this post to fans and friends of fans • Promote in news feed and right-hand side using our self-serve interface Page post OR • To guarantee a number of impressions on the homepage (news feed and right-hand side), promote in Premium on an IO Page post like 3. Promote all associated sponsored stories in news feed
Drive fan acquisition in news feedBest type of creative for your campaign: Get started: 1. Create a Page like ad (will show in right- hand side) to generate stories about people liking your Page in news feed Page like sponsored 2. Amplify those stories by creating a Page story like sponsored story in news feed
Drive online sales and app installsBest type of creative for your campaign: Get started: 1. Post on your Page and insert a link to your site or app (in the app store) within your post Use Page post ads linking to your site 2. Promote your post, and all associated or app sponsored stories (Page post likes, page post comments) in news feed
Drive mobile app installsBest type of creative for your campaign: Get started: LIMITED BETA 1. Build an app install ad in Power Editor 2. Choose to advertise in mobile news feed only App install ads
Buy feed placement via self-serve (API, PMDs, Power Editor)3 steps in Power Editor Create a Page post ad, app install ad or sponsored story 1 Select news feed desktop, Select “Placements” mobile, or both 2 3
Or buy news feed placement directly from your Page
Best practices for news feed advertising Recency: Use posts published in last 6 days Quality: Use content that is memorable, engaging, and aligned with your brand Visibility: Post on Page to get distribution Targeting: Target fans and friends of fans Bid and budget: Bid as high as you can per click or impression in feed Guarantee delivery: To get guaranteed number of impressions – buy news feed and right-hand side on IO; otherwise, can buy via self-serve interface