18. Daily use of mobile services in Norway
Source: Facebook official user nr’s, TNS Gallup mobile top list week 16/2015 , Ipsos SoMe tracker Q1.15
14
Times log in pr
day on mobile
Facebook,
global average
Facebook VG Mobil DB Mobil TV2 Mobil Nettavisen Instagram Twitter Snapchat
Daily users 2,200,000 1,119,553 552,947 539,858 537,447 754,000 198,000 990,760
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
AxisTitle
Daily users
19. Facebook in Norway
Every day Every month
That’s
of Internet
users in
Norway
(12+)
80%
86%
people daily people daily
on mobile
people monthly people monthly
on mobile
2.8M
2.2M
3.2M
2.8M
Source: Facebook Internal Data based on stated and inferred data, average for Q2 2015.
Percentage of Internet users calculated with data from eMarketer, May 2014.
of monthly active users return daily
29. Video viewing on Facebook is taking off
Source: Facebook internal data, Q1 2015
videos views per day
>4B
>75%
video views per day
happen on mobile
>50%
of people on
Facebook watch a
video every day
in Norway
31. Videos come to
life where
people discover
what matters to
them
Auto play video ads:
32. People experience your client’s
message as part of their every
day experience on Facebook
Facebook is the top source of
how people discover video
Tom’s brother, Daniel
Tom’s best friend,
Lindsay
Your Message
34. Source: Millward Brown AdReaction, US, 2014.
50%
0%
25%
Use
by
Dme
of
day
6am
6pm
6am
Smartphone
TV
Mobile provides an opportunity to reach people
throughout the day
35. People reached on
Facebook
TV &
Facebook
People reached
on TV
FB
exclusive
Quelle: GfK (Media Efficiency Panel)
Facebook drives incremental reach to TV
Incremental Reach
+28% to TV
36. 1pm
2pm
3pm
4pm
5pm
9am
10am
11am
12pm
6pm
7pm
8pm
9pm
10pm
On Facebook, primetime is all the time
Marketers can be in the palms of consumers’ hands
37. Facebook will help you
extend your TV investment
Extend your reach
Extend beyond the living room
Extend your campaign length
43. Sponsored ・
TIM
E
TIME's new cover: Never Offline.
The Apple Watch is just the start. How
wearable tech will change your life—
like it or not. http://ti.me/1qiDf9Q
Redefining ‘motion’
48. …and follow-up with the people who
viewed your video with a benefit-driven
message
Video remarketing allows brands to share a story over time
Begin your story
with a purpose-
driven message…
49. Watches
your video
Doesn’t watch
your video
Sequenced Storytelling:
Remarket to Video Viewers have already shown an interest in your brand
Since he has
has seen
your video…
…you can target
him with another
video to continue
sharing your story
50. Optimize for video views, reaching the people who
will find the video most relevant
52. Advance people
through the
marketing funnel
Reach the right
people with relevant
creative
Bring your brand to
life at the centre of
discovery
Facebook video ads offers the ability to…
55. Percentage of
views at various
moments
throughout your
video
Average
time
watched
How many people
watched at least 3
seconds of your
video or 30
seconds of your
video
Sample data
More comprehensive reporting provides a quicker
understanding of video and campaign performance
56. Optimize for video views or reach
Auto-play functionality
Video remarketing
Call-to-action
Reach your desired goal
Enhanced discovery
Sequenced storytelling
Generate response
What’s new? What’s in it for me?
Public view counts
More comprehensive
reporting
Visualized performance
New insights delivered in
real-time
60. Before Now
Massive reach once meant
mass message
AudienceYour
ad
Now you can achieve reach while delivering
relevant messages to segmented audiences
Current
customers
Website
visitors
High LTV
customers
Latent
customers
Marketing has changed
61. Gender: Female
Age: 28 years old
Country: NO
Likes/Interests:
• Brand: Adidas
• Sport: Football
Language: Norwegian
Devices:
• iPhone
• Android tablet
Behaviours:
• Engaged Gamer
• Early technology
adopter
How do you reach only the most relevant people?
Customer?
• Yes
• Type: High value
62. The power of Facebook Targeting
Core
Audiences
Lookalike
Audiences
Custom
Audiences
Sophisticated targeting with
unsurpassed accuracy
Reach the people you
already know
Find more people like your
best customers
63. Matched targets
Email addresses
Phone numbers, iOS IDFAs
Facebook User IDs, App User IDs
People you know
Direct or through third-party
People from your website
People from your mobile app
Facebook
People you know on
Facebook
Custom Audiences
Reach your specific customers or prospects at scale
64. Lookalike Audiences
…and people who look like them
Fans of your PageWebsite visitors Mobile app customersPeople you know
Find people who look like your customers and prospects
65. Use Core Audiences to segment your audience
Online and offline
sources
Targeting types
Location
Interests
Demographics
Partner
Categories
Sample segments
Age and gender
Engaged gamer
Interested in shopping
Living in Berlin
Android phone user
Behaviors
66. Your target
audience
People who look
like Converters
People who look
like your fans
People who look
like your website
visitors
People who look
like your e-mail
subscribers
68. Ensure your target audience sees your
video—optimize for views or for predictable
reach and controlled frequency
Move people who watched your initial video down
the funnel by showing them a second or third video
Include a call-to-action inviting people to interact further with
your brand
Drive consideration
Drive awareness
Drive affinity
Advance people through the funnel with
an end-to-end marketing solution
70. Keys to success
Reach
…the right target group
…with sufficient level of the target group
…with optimal frequency
Basics
How
Invoke reaction (creative)
Build top-quality creative
Less is more
Innovate with video
Measurement
Did I reach the right number of people and the right type
of people?
Did I improve my brand’s image and change the attitudes
of customers?
Did I cause a customer to act—to buy a product?
1
2
3
Targeting
Media planning & buying
Setting right KPI’s & tracking