1. BACK TO
THE FUTURE
Facebook Ads:A Journey into Uncertainty
From FBX to SocialVideo

3. § Founded in ‘08. Ads API Partner in ‘10. Acquired by AdKnowledge in ’11.
§ Employees ~ 60 (AP) ~300 (AK)
§ Toronto, NewYork, Chicago, San Francisco, Munich, London, Paris, Shanghai
§ Strength is in technology//performance based advertising
Who we are

5. HOW
HEY! I’d like some
of that please!
Do I Make Money with Facebook?

6. HOW
Can I Build a Brand Using Facebook?

7. ?
Where
to Start

8. Bringing
ORDER to Social Advertising

9. 1. Connect (Goal: Fan Acquisition)
Fan like Ads, Newsfeed Ads, RHS, Look
alike Audience
2. Engage (Goal:Word of Mouth)
Page Post Photo Ads, Page PostVideo Ads,
Questions
3. Convert (Goal: Sale)
Custom / Look alike audience, FBX, Mobile Install
Ads, Page Post Link Ads, Unpublished Posts, Pixel
Social CRM Funnel

10. Newsfeed beats
Right hand side

11. The Power of Unpublished Posts
Why unpublished Posts work
No interference with Fan Page
Interest Targeting possible

12. What is FBX?
§ Visitors visiting Target
website are marked with
a cookie
§ Customers with
purchase intent are
shown Target ads
relevant to their web
browsing behavior when
they return to Facebook.
Goal: Reach users on Facebook based on their browsing behaviour outside of Facebook
Facebook Exchange
1.
2.
3.

13. Leverage your existing audience:
Email Addresses
Phone Numbers
1. Email Database
Cross-referenced between
your client & Facebook
2. Targeting Options
Inclusion/ Exclusion/ Look alike
INCLUSION – Existing User
EXCLUSION – New User
Custom Audience Targeting

14. MGM RESORTS
Case Study

15. Goals
§ Acquisition of new customers for
resorts in Detroit andVegas
§ Increase “share of wallet”
§ Increase of loyalty through
promotions and exclusive offers
Facebook Offers – Upgrade for 2 nights
Sponsored Stories – for Offers
FBX for drop offs in bookings
Look Alike Audience
How we
did it…

16. Keyword
Selection

17. Key Points
5x+
Return on ad spend using
custom audiences
3x
Return on ad spend using
Facebook Offers
15x
Return on ad spend using
Facebook Exchange

18. § Match rate for Custom Audience is
between 55% and 80%
§ Offers like low room rates, a 100$
dining credit for existing customers
work well
§ FBX works best if done based on the
individual stage a customer drops out
Learning

19. Why Facebook will
do video and brand
advertising!
• TV budgets are big
• They have the audience
• Big data
• They are closing the loop
Disclaimer: We do NOT have any confidential or internal information about
Facebook’s plans for Video. The next few slides are simply what has been
discussed in the media already

20. TV is still the biggest ad spend
Source: eMarketer, March 2013

21. Top U.S. Online Video Content Properties
Ranked by Unique Video Viewers
Total Internet 184,182 36,877,798 1,336.80
Google Sites 156,999 19,586,510 525.0
Facebook.com 53,045 327,801 21.7
Yahoo! Sites 48,693 625,007 70.4
VEVO 44,844 597,107 46.1
Microsoft Sites 42,677 483,280 43.9
AOL, Inc. 39,774 664,568 69.7
Viacom Digital 37,029 429,762 51.3
NDN 35,129 381,699 89.7
Amazon Sites 28,480 99,163 21.2
Turner Digital 24,611 244,887 40.4
FACEBOOK
No. 2 inVideo
Source: comScore Video Metrix, July 2012

22. “Facebook is three times
bigger than Super Bowl
and it happens every day!”
Sheryl Sandberg
COO Facebook

23. Big Data and social Graph
§ Facebook unlikeYouTube has users logged in
while they are watching videos.
§ So, they know exactly who watched what,
skipped what and would be in a prime position
to feed data back to advertisers

24. Partnership with Nielsen
§ Designed to better measure brand
performance through the tool brand lift
§ OCR Tracking and measuring online ads at
thee same level as TV advertising (Reach,
frequency, GRP)

25. Datalogix for CPG
§ Use loyalty cards (grocery, mass,
clubs, drugs) to measure purchases
of people who have seen a
Facebook ad versus those who
haven’t.
§ Measured 75 Million households
and 3.75 Million purchases tracked.
§ More than 70% of the campaigns
tested showed ROI of 3x or
greater.

26. Facebook Atlas
Acquisition
"This acquisition allows marketers and agencies to measure the ROI of
their campaigns across both Facebook and non-Facebook properties,
and across desktop and mobile. Our goal is to be able to measure
cross-device insights, and be the best ad serving platform on the
Internet."
Through Atlas’s Click Purchase Path Analysis,
advertisers can figure out if their Facebook ads are
an introducer, influencer, or closer across each
unique view/click path, essentially creating a virtual
representation of the digital conversion funnel.

27. Coming to a screen this
summer?
• Cost of over 7-Figures
• 4 Slots: women/ men over/ under 30
• Auto Play and Frequency-capped
• Expanding beyond the News Feed

29. “…nothing is
the future
forever.”

30. If you would like the
MGM Case study –
get in touch
http://www.adparlor.com/
Markus Von Der Luehe
Tel: 49 (0) 172 865 7137
E-mail: mvdluehe@adknowledge.com
Follow Adparlor on Twitter
@Adparlor