Social media marketing is now a standard part of brands’ digital plans—and research suggests that’s at least in part because of how effective its proved to be. Topics in this webinar include: Why many marketers now rate social media advertising as more effective than search; What Facebook has done to help show the effectiveness of its ad products—and, in turn, social in general; How mobile fits in with social media ad measurement and engagement; Why brands are latching on to new social networks like Snapchat.

1. © 2016 eMarketer Inc.
Made possible by
Social Ad Effectiveness:
Four Things You Need to Know
Debra Aho Williamson
Principal Analyst
September 15, 2016

2. © 2016 eMarketer Inc.
“Half the money I spend
on advertising is wasted.
The trouble is, I don’t
know which half.”
—John Wanamaker
Image credit: William Curtis Taylor, National Portrait Gallery, Smithsonian Institution;
American National Biography Online

3. © 2016 eMarketer Inc.
Measuring social ROI isn’t a new issue
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It’s almost like marketers are stuck
Oklahoma, c. 1910
Image credit: Oklahoma Department of Transportation

5. © 2016 eMarketer Inc.
Route 66 in Oklahoma, c. 1930s
Image credit: Oklahoma Department of Transportation
But there’s
good news
(and smoother
road) ahead

6. © 2016 eMarketer Inc.
Social Ad Effectiveness:
Four Things You Need to Know

7. © 2016 eMarketer Inc.
#1
For some marketers,
social media advertising is
rivaling the effectiveness
of search

8. © 2016 eMarketer Inc.
Important clarification:
Social marketing social advertising
Advertising: Bought with media dollars;
identified as “sponsored,” “promoted,” etc.
#eMwebinar
Marketing: Organic posts; funded by
marketing dollars
Image credits: Instagram
What we’re
talking
about today

9. © 2016 eMarketer Inc.
As recently as a few years ago, most marketers
did not believe social advertising was effective
Most Effective Marketing Channel, 2013
Search Marketing: 45%
Social Display Advertising: 5%
Image credits: romzicon / The Noun Project; FBianchi / The Noun Project
Source: Experian Marketing Services’ December 2013 survey of marketers worldwide

10. © 2016 eMarketer Inc.
Facebook’s
push for
people-based
advertising is
changing
marketers’
opinion
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11. © 2016 eMarketer Inc.
Median Advertising ROI, June 2016
25%
Paid
Search
28%
Social
Media
Source: Direct Marketing Association and Demand Metric “2016 Response Rate Report” survey of US marketers
Image credit: Edward Boatman / The Noun Project

12. © 2016 eMarketer Inc.
Ads that are effective for promoting content,
2015
56%
Search Engine
Marketing
50%
Social Ads
Source: Content Marketing Institute, “Content Marketing in the UK 2016: Benchmarks, Budgets, and Trends” August 2015
survey of UK content marketers
Image credit: Edward Boatman / The Noun Project
33%
Banner Ads
31%
Print/Offline

13. © 2016 eMarketer Inc.
Most Effective Ad Channels, 2016
(Among US national brands that do local marketing)
Email
30% Direct Mail
29%
Social
Advertising
22%
Local TV
28%
#eMwebinar
Brand Page
in Social
Media
19%
Paid Search
10%
Source: Street Fight, “National-to-Local Marketers 2016,” June 2016

14. © 2016 eMarketer Inc.
Advertisers’
opinion of
return on
investment
from Facebook
continues to
improve
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15. © 2016 eMarketer Inc.
One key reason why: There’s growing similarity
between ad products from Facebook and Google
 Dynamic Ads (FB) and Product Listing Ads (Google):
Image-based product ads that retailers can target to users based on
web browsing or searching behaviors.
 Custom Audiences (FB) and Customer Match (Google):
A way to target ads to people an advertiser knows, such as customers
or email subscribers.
 Lookalike Audiences (FB) and Similar Audiences
(Google): A way to target new potential customers who are similar to
ones the advertiser already knows.
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16. © 2016 eMarketer Inc.
Google’s Product Listing Ads (PLAs) have been
highly successful
 Introduced in 2010
 Popular with
retailers
 Clients of the
Merkle ad agency
increased PLA
spending 43% YoY
in Q2 2016
Source: Merkle, “Digital Marketing Report Q2 2016”
Image credit: Google

17. © 2016 eMarketer Inc.
But Facebook’s Dynamic Ads are gaining fans
 Ecommerce
clients of
ad automation
firm Nanigans
increased
spending on
Dynamic Ads
14% in Q2 2016
over Q1
Source: Nanigans, “Global Facebook Advertising Benchmark Report Q2 2016”
Image credit: Facebook

18. © 2016 eMarketer Inc.
Custom Audiences meets its Customer Match
 Target existing leads or
customers
 Works on Facebook, Instagram,
Facebook Audience Network
 Retarget website visitors
 Find and target Lookalike
Audiences comparable to
people you know
 Target existing leads or
customers
 Works on search, Gmail,
display network, YouTube
 Retarget searchers
 Find and target Similar
Audiences comparable to
people you know

19. © 2016 eMarketer Inc.
How Facebook’s tools improve on search
marketing
On Facebook, “we
can throw spears vs.
nets and find ideal
customers that are
not yet in-market.”
—Mike Mothner, Wpromote
Search
“Running shoes”
Social
“People like my customers who may
also be interested in specialty running
shoes”
Image credits: Juraj Sedlak / The Noun Project; Stephen Copinger / The Noun Project
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20. © 2016 eMarketer Inc.
Not every advertiser is seeing strong ROI from
Facebook, however
On Facebook,
“We targeted
too much,
and we went
too narrow.”
—Marc Pritchard, CMO,
Procter & Gamble, in The
Wall Street Journal, August
2016
 Brand advertisers still
struggle with right mix of
targeting and reach
 P&G found that targeted
advertising didn’t work as
well as it hoped
 It plans to maintain
Facebook spending levels,
but do less targeting
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21. © 2016 eMarketer Inc.
#2
Facebook and others are
laser focused on proving ad
effectiveness—and they’re
showing real progress

22. © 2016 eMarketer Inc.
Two Facebook ad products that can help show
online, offline conversion
Conversion Lift Offline Conversions API
Image credits: Facebook
Measure in-store visits
and sales that happen
after a mobile ad
campaign
Compare conversions in
a test group and a
control group
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23. © 2016 eMarketer Inc.
Twitter is also improving conversion tracking
 Introduced
universal website
tag in March 2016
 Enables
advertisers to use
a single site-wide
tag rather than a
snippet of code
for each event
Image credit: Twitter
#eMwebinar

24. © 2016 eMarketer Inc.
These tools
make it easier
for
advertisers to
track harder
metrics
That said, softer
engagement metrics are
still most popular
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25. © 2016 eMarketer Inc.
Facebook’s work in attribution is also starting to
show results
 What is attribution? The practice of assigning credit to any
advertising- or marketing-driven interaction or other brand-imposed
touchpoint.
 Why is it important? With proper attribution, marketers know
which of their ads had the most impact and can prioritize spending.
 Why is Facebook getting involved? The better the company
can get at helping marketers know whether an ad on Facebook
resulted in an action or a purchase, the less marketers will need to rely
on last-click attribution, which overwhelmingly favors search engines.
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26. © 2016 eMarketer Inc.
Attribution is
a priority for a
majority of US
marketers
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Key elements of Facebook’s attribution work
Cross-device
measurement
Chain-length
modeling
Self-serve
attribution tools
Lift
measurement
Image credits: Gregor Cresnar, M Ryan, Plain Icon, Pham Thi Dieu Linh (The Noun Project)
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28. © 2016 eMarketer Inc.
As Facebook gets closer to figuring out
attribution, it will help marketers
“Facebook is evolving its capabilities a lot. They are aware of
the attribution issue and are trying to not just make
sense of it, but to actively solve for it.”
—Sanjay Teckchandani, Director, Paid Social, Elite SEM
“As ad strategies across [search and social] increasingly
converge, it’s becoming more and more important to
get measurement and attribution together, so we can
give deserved credit to those channels and optimize budgets
accordingly.”
—Monica Lay, Senior Product Marketing Manager, Adobe Media Optimizer
#eMwebinar

29. © 2016 eMarketer Inc.
#3
The social platforms are
key players in improving
mobile ad measurement

30. © 2016 eMarketer Inc.
Marketers rate
mobile most
effective for
top-of-funnel
activities
But there’s plenty of room
for improvement across
the board
#eMwebinar

31. © 2016 eMarketer Inc.
Why getting
mobile
measurement
right is
critically
important:
Over three-quarters of
digital ad spending will
flow to mobile in 2020
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32. © 2016 eMarketer Inc.
Tracking the entire customer journey relies
heavily on mobile’s unique identifiers
Cookies give insight
about desktop behaviors,
but their use is limited on
smartphones and tablets,
particularly within apps
But social platforms can
track across devices
thanks to their
people-based identifiers
Image credits: Rashida Luqman Kheriwala / The Noun Project; Delwar Hossain / The Noun Project
#eMwebinar

33. © 2016 eMarketer Inc.
Cross-device
targeting
+
Social user
data
_______________
More effective
mobile
advertising
#eMwebinar

34. © 2016 eMarketer Inc.
#4
Snapchat’s improved
measurement capabilities
will drive swift increases
in revenue

35. © 2016 eMarketer Inc.
There was strong criticism from those who
experimented with Snapchat’s ads early on
Last fall, Snapchat
received a C- grade
from brand
advertisers and
agency executives
for how well it drove
return on investment
#eMwebinar

36. © 2016 eMarketer Inc.
But opinions have swung from bad to good in a
matter of months
“My impression is more bullish
today than it was just a few
months ago. Snapchat’s new ad
models and third-party verification
capabilities solve some major issues
and make them easier to buy.”
—Steve Carbone, Managing Director and
Chief Digital and Analytics Officer, MediaCom
#eMwebinar

37. © 2016 eMarketer Inc.
Sample internal measurement capabilities for
Snapchat ads
Standard Snap Ads
 Impressions
 Reach and frequency
 Duration of video
viewed
 Completion rate
 Number of swipe-ups
Snap Ads with
Attachments
 View duration and
completion rate (for
long-form video attachments)
 Completion rate
(for article attachments)
 Number of app installs
(for app install attachments)
Image credit: Snapchat
#eMwebinar

38. © 2016 eMarketer Inc.
Ad
tracking/viewability
Snapchat measurement partners
Resonance
Audience
composition
measurement
Reaction
measurement

39. © 2016 eMarketer Inc.
Advertisers are
flocking to Snapchat
“We’re committed to
bringing targeting and
all the major
measurement
solutions that
advertisers need
to our platform.” —
Bryan Kim, Manager,
Strategy Group, Snapchat
Image credit: Snapchat
#eMwebinar

40. © 2016 eMarketer Inc.
Snapchat’s
worldwide
advertising
revenue is
predicted
to reach
$366.7 million
in 2016, a 519%
increase over
2015
#eMwebinar

41. © 2016 eMarketer Inc.
Takeaways

42. © 2016 eMarketer Inc.
Still feeling stuck?
Oklahoma, c. 1910
Image credit: Oklahoma Department of Transportation

43. © 2016 eMarketer Inc.
Summary
 Marketers still believe it is difficult to show ROI from
social marketing, but ad effectiveness is improving
 For some objectives, social rivals paid search
 Facebook is leading the way with its work in conversion
tracking and attribution modeling
 Social platforms are key players in refining mobile
measurement
 A focus on effectiveness metrics will help Snapchat
quickly grow its ad revenues
#eMwebinar

44. 44 Loyalty and Advertising Solutions | 10/19/15
Closing the Loop: Using
Transactional Data to Measure
ROI in Social Media
Mike Lemberger, SVP Loyalty + Offers, Visa

45. This presentation is furnished to you solely in your capacity as a customer of that the information contained herein (the
“Information”) is confidential and subject to the confidentiality restrictions contained in Visa’s operating regulations and/or
other confidentiality agreements, which limit your use of the Information. You agree to keep the Information confidential
and not to use the Information for any purpose other than in your capacity as a customer of Visa Inc. or as a participant in
the Visa payments system. The Information may only be disseminated within your organization on a need-to-know basis to
enable your participation in the Visa payments system. Please be advised that the Information may constitute material non
public information under U.S. federal securities laws and that purchasing or selling securities of Visa Inc. while being aware
of material non public information would constitute a violation of applicable U.S. federal securities laws.
Notice of confidentiality
Case studies and practice recommendations are intended for informational purposes only and should not be relied upon
for marketing or other advice. Results are not guaranteed. Visa makes no representations and warranties as to the
information contained herein.
Disclaimer

46. Visa does more than power the
world’s largest retail electronic payment network.
We help businesses move forward
by using transactional insights
to transform marketing.

47. Case Study: Twitter helps advertisers measure
their ROI
Target and Measure digital advertising  Visa Advertising
Generate lift in customers Visa Commerce Network
Expand program engagement  Rewards Redemption
Deliver real-time messages Visa Offers APIs
Drive activation and usage  Visa Loyalty Platform Service
Increase sales  Merchant Offers Program
Visa Loyalty + Offers Solutions
Designed to help our clients acquire and engage customers

48. 48 Loyalty and Advertising Solutions | 10/19/15
How to measure the effectiveness
of your ad campaigns
Assess the impact of ad exposure on actual
purchase behavior
Optimize based on sales, not just
impressions
Evaluate campaign performance in nearly
real time

49. Pinterest measures sales impact of Promoted Pins
• 70% of sales driven by Promoted Pins
campaigns came from new customers
• Users who engaged with Promoted Pins
spent 7x more than those who didn’t
• Promoted Pins saved by users and seen by
other users drove 18% of incremental sales
Source: Pinterest
Study of 16 retailer Promoted
Pin campaigns found that:
“After months of joint development with
Pinterest and Visa, we are excited to enable
retailers… to measure Pinterest’s direct
impact on not only online purchases, but also
in-store sales”
Eric Roza,
Oracle Data Cloud SVP
Aimee Lapic,
Banana Republic CMO
“Promoted Pins have been a successful way
for our brand to showcase the versatility of
our products and reach new audiences in an
effective and relevant way.”

50. © 2016 eMarketer Inc.
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Debbie Williamson
Social Ad Effectiveness:
Four Things You Need to Know
 Search and Social Platforms: How Facebook and Others Can
Steal Dollars From Search
 Snapchat Advertising: A Roadmap for US Brand Marketers and
Digital Agency Executives
 Digital Video Ad Effectiveness: Experts Weigh In