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Local Relevance in a Mobile World
Joe Devoy
Product Manager, Local
LSA16: Facebook, Local Monetization and Measurement
Mobile has changed businesses
Time Discovery Path to purchase
People are spending more and more
time on mobile — and that time is
in apps
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
ofpeopleaccess
mobilewhile
shopping65% 50% multi-screen
viewers
Mobile’s creating new moments to reach people
When it comes to time on mobile, apps rule
ofall time
spenton digital52% 88%
oftimespentin
appsare within
people’stop five
apps
Mobile discovery is changing
consumer behavior
Search is not a natural point ofentry
on mobile
In apps, peopleexpect
todiscoverthings
just for them
1 in 3
shoppersresearchedon
mobilebefore buyingon
desktopor offline
shoppersunder 34 researchedon
mobilebefore buyingon desktopor
offline
1 in 2
Sales start with mobile
The path to purchase
is
non-linear
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
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
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
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
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
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?
Reach people where they spend their
time
To reach people on mobile, reach them in their favorite apps
1Bpeople at the
same time
400Mmonthly
active people
1000sof great
apps
People spend
their time across
the Facebook Family
6%
of time
spent on
mobile
of all time spent on mobile
>20%
+50M
Businesses are spending time on Facebook too
active business
Facebook Pages
Drive your business
1. Sections
2. Calls to action
Make it yours
3. Place Tips
Drive in-store actions
1. Sections
Driveyour business
2. Calls to action
Make ityours
3. Place Tips
Drivein-storeactions
Drive people from discovery to purchase
with personalized marketing at scale
Local Awareness ads on Facebook
When someoneis near your
business, they can see a Local
Awareness Adin their News
Feed.
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
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
Call-to-action: Send Message
Connect with customers over Facebook Messenger
Clicking on
the Send Message
button will launch a
message
composer
How does it scale?
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
Show the most relevant creative to each
audienceAds deliver to people based on which store location they are closest
Advertisers are using Dynamic Local Ads to
create more relevant brand ads
Locally relevant ads are better
You can see it in the comments!
Measure the full path
to purchase by focusing
on people
Local Insights OfflineConversionLift
Enables you to measure results across devices and
channels
Local Insights: new insights about people nearby
Select the area around your store and date range you care about
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
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.
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
LSA16: Facebook, Local Monetization and Measurement

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LSA16: Facebook, Local Monetization and Measurement

  • 1. Local Relevance in a Mobile World
  • 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
  • 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
  • 26. 2. Calls to action Make ityours
  • 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