This document discusses how Facebook can help marketers reach consumers across the entire consumer journey, from awareness to acquisition to transactions. It outlines how Facebook provides full-funnel solutions through content targeting different stages of the funnel. It also discusses how metrics have evolved from simple metrics like clicks and likes to cross-platform metrics that measure outcomes like brand lift and ROI. The document recommends shifting to people-based marketing that extends targeting across Facebook platforms and compares results across all advertising to optimize toward business goals.

1. People-based
marketing at every
stage of the
consumer journey
Ivo Neut
Partner Manager Agencies, Benelux

3. Agenda
- Mobile & Video
- Facebook’s full funnel
- Metrics that matter
- Beyond Facebook’s feed

4. The world
is mobile

5. 3 HRS
a day are spent
consuming content
We know a lot of attention goes here
+150times a day that the average
Millennial checks their phone

6. 6
Mobile discovery influences consumer behavior
• 74% of millennials take action after being
inspired by a post3
• 33% of shoppers research on mobile before
buying on desktop or offline4
People’s time and attention are on mobile
• 3 hours per day on mobile1
• 58% of digital time spent in apps2
1. “Average Time Spent per Day with Major Media by US Adults,” eMarketer, Apr. 2016
2. “The 2016 U.S. mobile app report, ComScore, Sept. 2016
3. Instagram user survey, Poll of 2995 respondents in the US ages 18+, Mar-Nov 2015
4. Facebook IQ, “From One Screen to Five”, in conjunction with Millward Brown Digital and Firefly Millward Brown, (commissioned by Facebook IQ). US only, sample size (n-500) and qualitative respondents (n=31)
1

7. Content on
mobile is
consumed
differently
Frequent
Sound-off Fast

8. 6
7
30
6
7
0
R E A D I N G S P E E D
W O R D S P E R M I N U T E
Source: “I have found a new way to watch TV, and it changes everything?”, Jeff Guo, Washington Post, 2016

10. Source: Facebook data, Q3 2015
2.5
1.7
seconds
seconds

11. and video
consumption is
exploding
Source: Criteo, “Source of Cross Device Commerce”, Q4 2016

12. 78% of all mobile data
will be video by 2021
Source: Cisco, Visual Networking Index (VNI) Global Mobile Data Traffic Forecast, 2017

13. 13
- People stay 5x longer on video
content vs. static content
- 40% of mobile users leave a
website when it doesn’t load in 3
seconds.

14. Total Seconds of Video Watched
Video Ad value is generated quickly
Source: Nielsen BrandEffect Studies,173 studies that included video worldwide, December 2014 – February 2015
CumulativeCampaignimpact
3sec 10sec 20sec 30sec
44%
32%
47% 72%
65%
74%
Ad recall
Brand awareness
Purchase intent

16. 16
2B+monthly active people1
800Mmonthly active people2
1000sof great apps and websites
›20%
time spent on mobile3
6%
additional reach on mobile4
1. Facebook, June 2017
2. Facebook and Instagram, September 2017
3. Based on Nielsen Mobile Netview, December 2015
4. US ComScore data, Media Metrix, June 2015
Facebook Family of Apps & Services1
To reach people on mobile, reach them where they spend time
1.3Bmonthly active people2
Messenger

17. access Facebook monthly on
mobile
users access Facebook
every month
＞9.9M 92%
17
Facebook in Netherlands
Source: Based on Facebook data, Mar 2018.
Of which

18. No.
18
2
Full Funnel on Facebook

19. ”
How to reach
customers through the Funnel?

20. ​Awareness ​Acquisition ​Transaction​Demand generation
20
Full Funnel Solutions2
Facebook is your partner at every stage of the consumer journey

21. 21
E-commerce
EXAMPLE
L O YA LT Y
​Website
conversions
​Landing Page
Views
​Video views/lead
generation
​Reach

22. AWA R E N E S S / L O V E
C O N S I D E R AT I O N
C O N V E R S I O N
Content and
the Funnel
• Lifestyle
• Lifestyle + Commercial
• Commercial

23. AWA R E N E S S / L O V E

24. C O N S I D E R AT I O N

25. C O N V E R S I O N

26. B R A N D AWA R E N E S S / L O V E
C O N S I D E R AT I O N
C O N V E R S I O N

27. No.
27
3
Metrics that matter

28. Likes, comments,
shares,
engagement
Then
Awareness,
preference,
loyalty, sales
Now

29. Cross-Everything
ROI/Sales/
Brand LIft
Print
Subscribers Traffic
Billboards Radio
Listeners
Direct Mail
Households
TV
Nielsen
Rating Points
Desktop
CTR
Mobile
CPM/CT
R
Connected Devices
CTR/CPC/CP
A
Source: “From One Screen to Five”, FBIQ n conjunction with Millward Brown Digital and Firefly Millward Brown, (commissioned by Facebook IQ), US only, March 2015 29
T H E E V O L U T I O N O F A D V E R T I S I N G
New Metrics for New Channels
20001705 1940 201019941920 2017+
Measurement
Metrics
1850

30. The two layers of people-based targeting
Audience attributes
Ex. Location, Interests,
demographcs
Behaviors
Ex. Clickers, video
viewers

31. 31
O P T I M I Z I N G T O WA R D S A D I F F E R E N T E V E N T C H A N G E S T H E A U D I E N C E
Cheapest clicks
(high eCTR)
Cheapest
conversions
(high eCVR)
Cheapest
impressions
Total audience

32. Nielsen NetEffect (CPG) meta analysis: “There is no correlation between CTR and ROI”
Source: Nielsen NetEffect CPG home scanner panel, meta-analysis of 200+ online campaigns, October 2009
Clicks are not a proxy for sales​ROI%
1400%
900%
400%
-100%
0.00% 0.10% 0.20% 0.30%
​Click-through rate vs. ROI
​Click-through rate
​Correlation (R2)
​-.07%

33. Shifting to methods that matter in
our cross-everything world
Shift from engagement à
brand lift
Shift from clicks à
Conversions
Focus on People Measure Metrics That Matter Compare Across Everything
Shift from cookies à
reaching people

34. No.
34
3
Beyond Facebook’s feed

35. Extending Facebook’s people-based targeting across
platforms
COST EFFICIENCIES

36. PLACEMENT RESULTS
Reach Brand Awareness Video Views Conversions
+15%
increase in Brand Awareness
when using Facebook and
Instagram**
+6%
increase in Video Views when
using Facebook and Instagram
***
*Source: Facebook Internal Data, Global reach, December 2016
**Source: Facebook Internal Data, June 2016 - Measured by consumer Attention
***Source: Facebook + Instagram = Overall media time spent, Media Metrix, US, June 2015 - Video Views is the number of times your video was viewed for 3 seconds or more
***Source: Facebook Internal Data, Global reach, October 2016
+16%
more reach on average globally
when using Facebook, Instagram,
and Audience Network*
+12%
increase in website conversions
with Facebook and Audience
Network****

37. ​1. Identify business goals
​What are your business goals? Are they
brand focused or sales focused? Or both?
​3. Compare across everything
​Shift from one-off studies to always-on, cross channel
analytics that compare across your entire media spend.
​4. Test, learn, iterate
​Use signals (like your measurement results) to
inform your campaign planning strategies. It’s a
continuous learning process to understand what
works best—but it all starts with people.
Shifting to people-based marketing with Facebook
​2. Measure the metrics that matter
​Start to evaluate the metrics that align to your
business goals and reflect value-based outcomes
such as: breakthrough reporting, brand lift, and
return on ad spend.

38. FIND OUT MORE

39. Thank you