2016 q4 facebook & instagram trends(eng)

WISEBIRDS QUARTERLY REPORT2016 Q4 FACEBOOK &INSTAGRAM TRENDS

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Create CampaignFast withMultiple Creative & Ad Set

Bulk Advert Creation

One-click Ad Set Segmentation

Audience Export from Previous Campaigns

In Q4 on Facebook, the spending was high in the order of Video View, Mobile App Installs and Page Post Engagement. Compared to Q3, the ad spending of Video view, Mobile App Engagement and Website Conversion have notably increased, while the ad spending of Page Post Engagement, Product Catalog Sales and Page Likes have slightly reduced.

Q3/Q4 AD KEY INDEX

Dominant Shares: Video Views / Mobile App Install / Page Post Engagement

Q3/Q4 AD KEY INDEX

Source : Executed Campaign Data by Wisebirds

Q4 AD KEY UPDATES

Q3/Q4 AD KEY INDEX

Facebook 목적별광고비비중

VIDEO VIEWS CLICKS TO WEBSITE MOBILE APP INSTALLS PAGE POST ENGAGEMENT PAGE LIKES

MOBILE APP ENGAGEMENT WEBSITE CONVERSIONS PRODUCT CATALOG SALES LEAD GENERATION

100%

19.8%

100%

22.3%23.2%14.2% 11.4%

0.7%0.25%

5.06% 2.92%

Q425.55% 16.0% 18.17% 17.90% 9.33% 9.69% 1.16%

2.09%

0.10%

Q3

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Q3/Q4 AD KEY INDEX

Q3/Q4 AD KEY INDEX

In Q4 on Instagram, the spending was high in the order of Video View, Clicks to Website and Page Post Engagement. Compared to Q3, the ad spending of Video Views have notably increased, while the ad spending of Mobile App Installs and Page Post Engagement have notably reduced. In addition, Website Conversion Objective has been firstly executed by Wisebirds in Q4.

Dominant Shares: Video Views / Clicks to Website / Page Post Engagement

Q4 AD KEY UPDATES

Q3/Q4 AD KEY INDEX

Source : Executed Campaign Data by Wisebirds

Instagram 목적별광고비비중

VIDEO VIEWS CLICKS TO WEBSITE MOBILE APP INSTALLS PAGE POST ENGAGEMENT WEBSITE CONVERSIONS

100%

100%

36.62%35.53% 4.43% 22.68%

MOBILE APP ENGAGEMENT PRODUCT CATALOG SALES

0.32%

Q3

Q450.65% 29.49% 3.86% 13% 1.67% 1.61%

0.11%

0.42%

Q2/ Q3 Facebook Average Efficiency for Campaign ObjectivesQ3/ Q4 AD EFFICIENCY

Mobile App Engagement Lead Generation Website Conversions

Q4 AD KEY UPDATES

Q3/Q4 AD KEY INDEX

Q3/Q4 AD KEY INDEX

* Only Facebook Page Like campaigns apply Clicks (All, all clicks within ad are), and other campaigns apply Link Click **Campaign Data: 2016.10.01 –12.27 all campaigns by Wisebirds ( Korea Only) **** CVR: Conversion Rate, it represents Click/Installation. It is the conversion rate from the link clicks

***** ROAS was calculated more highly in Q4 since the advertised product price is relatively high and high intent standard action such as ‘Search’ has been added to Dynamic Ads

***CPI is from all apps in Gaming, Service, etc.

Mobile App Installs Clicks to Website Video Views

282

3.64

CPC CPM

1.21%

0.01

2.16

CPV VTR CPM

15.9%

0.04

CPE ETR CPM

7.4%

Page Post Engagement

Page Likes Product Catalog Sales Mobile App Engagement Lead Generation Website Conversions

CPC CTR ROAS

0.4

CPC CTR CPM

1.62%

1.03

13.54

CPC CTR CPL

0.84%

5.26

CPC CTR CPM

1.48%

Q3 Q4

CPC CPL CPM

0.24

1.51%

3,398

0.02

2.91

15.6%

0.03

2.79

9.7%

0.26

0.5

4.31

0.27

0.6

3.72

0.16

10,227%

6.56%

0.21

5,154%

5.02% 0.37

3.06

1.37%

6.54

2.24

0.46%

4.18

0.28

4.41

1.87%

0.36

1.63

33%

41%

Mobile App Installs

CPC CPI CVR

1.490.57

CTR

0.5

2.76

(Unit : $)

Q1/ Q2 InstagramAverage Efficiency for Campaign Objectives

Q4 AD KEY UPDATES

Q3/Q4 AD KEY INDEX

Q3/Q4 AD KEY INDEX

Q3/ Q4 AD EFFICIENCY

* Only Facebook Page Like campaigns apply Clicks (All, all clicks within ad are), and other campaigns apply Link Click **Campaign Data: 2016.04.01 –06.30 all campaigns by Wisebirds*** CVR: Conversion Rate, it represents Click/Installation. It is the conversion rate from the link clicks.

Q3 Q4

Mobile App Installs Clicks to Website Video Views

0.86

4.28

CPC CTR CPM

0.50%

0.02

CPV VTR CPM

16.3%

0.07

6.76

CPE ETR CPM

10.3%

Page Post Engagement

0.91

3.91

0.44%

0.02

18.3%

2.93

3.71

0.06

7.84

7.57%

39%38%

CPC CPI CVR

1.77

0.67

0.84

2.16

(Unit : $)

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Messenger has been added as a new destination of Facebook advertising. It means that the messenger will be used as a business application for various business purposes, and the messenger will expand its roleas an advertising platform.By utilizing messenger, advertises are able to react instantly to customers and users are able to reduce time for acquiring information. It will naturally contribute to increase conversions on purchasing journey.

Q4 AD KEY INDEX

Facebook MessengerQ4 KEY UPDATES

Q4 AD KEY UPDATES

Q3/Q4 AD KEY INDEX

Messenger as a Advertising Destination Sponsored Message Update

Clicking Ad on Feed Sponsored Message

To the users who communicated before with brand within 6 months,. You can send Sponsored Message.

At least 10,000 communication case are needed for this feature.minimum 50 people are needed to target.

Also, You can collect users who you send messages for custom audience

Under website click objective, Facebook Messenger is one of landing destination

Structured chat for users is able to set before campaign

1 When setting campaigns, you can select messenger as a campaign landing destination

2 When landing to Messenger, Users are able to receive structured message

- Frist welcome message are able to set- Trough Structured Message, you can set

reacting message per each different cases

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Shop section is added to Facebook page. With adding shop section, users can have market to sell their product without paying commission. Advertisers will have benefits in terms of cost and resources . Moreover, Users can complete their shopping journey without leaving Facebook. Since Users can tag their products on uploaded product image, this is very customized feature for mobile.

Shop in Page Q4 KEY UPDATES

Shop section on Facebook Page Tagging on Product

Clicking on image Can view detail product information with clicking tags

Max 30 tags can be included on one image or video

Detail product view and CTA button are supported in Facebook

Shopping Tab was added on the Facebook PageUploading product image to sell and completing other

setting will get you directly sell product.

1 No resources and commission are needed to sell product

online, so very customized environment for SMB owners.

2

f

Shopping area customized for mobile completing all commerce process such as promotion, purchase and payment.

Q4 AD KEY INDEX

Q4 AD KEY UPDATES

Q3/Q4 AD KEY INDEX

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Report columns are improved to raise credibility. 3rd party tracking partners and customer committee verified data

and 3rd party tracking partners and customer committee verified data and removed the columns if their standard and

explanations is unclears. Those users who monetize businesses on Facebook could cope with the trend of digital

marketing based on accurate insight.

Measurement Q4 KEY UPDATES

Effort to provide objective and various columns

Inducing the process to verify data with 3rd party tracking partners

- In order to provide the reliable report, cooperating with 3rd party tracking partners to provide verified data regarding the time spent on viewing ad.- Provide the columns regarding viewing video and live on Facebook cooperating with Nielsen.

1

2 Revising the columns with wrong formula and clarifying the unclear standard and concept

- Make the columns accurate which previously caused the problem on collecting data with wrong formula: organic reach, video view and referral etc.

- Revise the unintuitive names of columns and attach the detail tip for better understanding.e.g. "view content" → "website view of content" and "video views" → "3-second video views“

Q4 AD KEY INDEX

Q4 AD KEY UPDATES

Q3/Q4 AD KEY INDEX

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Facebook launched offline conversion events to measure offline outcomes generated by Facebook online advertising. Now advertisers can track Offline conversion and use this data to compare on-offline campaign performance. Also, DA for Retail which is an omni-channel product removing borders between online and offline was launched, so advertisers can control online and offline purchase conversions through Facebook Advertising

Offline Tracking & Related ProductsQ4 KEY UPDATES

Launch offline conversion manager DA for Retail

Added offline event page on business manager

1 Advertisers can upload their CRM data It is treated under cryptographic system

2The user data matched from offline conversions are used as custom audience and lookalike audience . But, advertisers have to agree with the terms for offline conversion data

Q4 AD KEY INDEX

Q4 AD KEY UPDATES

Q3/Q4 AD KEY INDEX

DA for Retail based on Omni-channel

1 Delivery ad to those nearby offline store by targeting location and induce to buy product already interested

2The client who doesn’t want offline-shopping can save the ad and buy online later. The process of Omni-channel could be implemented.

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Finally Facebook Live can be used to Ad. Even though it’s just in a test phase, shortly the live contents could be executed as Ad. As well as Facebook, Instagram is able to share real-time video but it’s needed the time to check out if the real-time video is worthy as Ad or not.

Facebook Live AdsQ4 KEY UPDATES

Launch Live Boost Ads on Facebook Available to share Live video on Story

1 Format: posting live video as creative of ad on Feed

2 As the product in beta test, partners with Blue Badge or White List can join

1 Click camera button on Instagram app and then swipe right to share Live video you recorded.

2 As instant and only for 24-hour content , Live video is unable to use as Ad for now but expected later

LIVE

Q4 AD KEY INDEX

Q4 AD KEY UPDATES

Q3/Q4 AD KEY INDEX

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Q4, 2016 had abundant period with amounts of updates on Facebook ever. In order to increase utilization of Facebook, they has launched or applied new functions in various aspects such as ad product, supporting tool and measurement. It is drawing attention how the reputation of Facebook would be changed next year with the current effort.

Other UpdatesQ4 KEY UPDATES

The functions to maximize the performance of user’s business

Launching Creative Hub

- Available to get inspiration on each ad products and high-value as the guide of creative creation.

1

2

3 Adding new columns with launching new products.

- According to enhancement of Canvas, the new columns is added to measure various performance.

Launching Campaign Planner Tool

- Showing pre-evaluation of campaign before the real execution with simulation tool of R&F buying.

4 Adding new optimization goal for Ad: Reach as KPI

- Useful when reach is KPI. Biding goal is to optimize on reach and cost per reach and frequency and limit are available.

Q4 AD KEY INDEX

Q4 AD KEY UPDATES

Q3/Q4 AD KEY INDEX

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2016 q4 facebook & instagram trends(eng)

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