lsa16: facebook, local monetization and measurement
Post on 14-Apr-2017
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Local Relevance in a Mobile World
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Joe DevoyProduct Manager, Local
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Mobile has changed businesses
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Time Discovery Path to purchase
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People are spending more and more time on mobile and that time is in apps
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Source: Average Time Spent per Day with Major Media by US Adults, eMarketer Oct 2015
per day on mobile
3HOURS
Mobile is a constant companion
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of people access mobile while shopping65% 50%
multi-screen viewers
Mobiles creating new moments to reach people
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When it comes to time on mobile, apps rule
of all time spent on digital52% 88%
of time spent in apps are within peoples top five apps
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Mobile discovery is changing consumer behavior
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Search is not a natural point of entry on mobile
In apps, people expect to discover things just for them
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1 in 3shoppers researched on mobile before buying on
desktop or offline
shoppers under 34 researched on mobile before buying on desktop or
offline
1 in 2
Sales start with mobile
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The path to purchase is non-linear
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Mobile is changing how people discover products, services and local businesses
of US smartphone and tablet users have used their smartphone to look for a retail location
near them
have used their smartphone to find and compare prices
61% 57% 52%have used their smartphone to look up
directions to visit a local store
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Browses fornew headphones
on laptop
Sees ad forheadphones
on mobile
Adds productto shopping cart
on tablet
On the path to purchasePeople now move seamlessly between devices and channels
Purchasesheadphones
in store
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Browses fornew headphones
on laptop
Sees ad forheadphones
on mobile
Adds productto shopping cart
on tablet
But cookies dont account for mobile or offline
Purchasesheadphones
in store
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Browses fornew headphones
on laptop
Sees ad forheadphones
on mobile
Adds productto shopping cart
on tablet
Last-click doesnt give you the full picture
Purchasesheadphones
in store
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Browses fornew headphones
on laptop
Sees ad forheadphones
on mobile
Adds productto shopping cart
on tablet
And siloed measurement leads to poor attribution
Purchasesheadphones
in store
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Reach people where they spend the most time: the Facebook Family of apps
Drive people from mobile discovery to purchase with
personalized marketing at scale
Measure the full path to purchase by focusing on people
How do you win in a mobile world?
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Reach people where they spend their time
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To reach people on mobile, reach them in their favorite apps
1Bpeople at the
same time
400Mmonthly
active people
1000sof great
apps
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People spend their time across the Facebook Family
6%of time
spent on mobile
of all time spent on mobile>20%
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+50M
Businesses are spending time on Facebook too
active business Facebook Pages
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Drive your business1. Sections
2. Calls to actionMake it yours
3. Place TipsDrive in-store actions
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1. SectionsDrive your business
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2. Calls to actionMake it yours
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3. Place TipsDrive in-store actions
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Drive people from discovery to purchase with personalized marketing at scale
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Local Awareness ads on Facebook
When someone is near your business, they can see a Local Awareness Ad in their News Feed.
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Call-to-action: Get DirectionsDrive foot traffic to your store
Clicking on the Get Directions button will launch the phones
default map app with the business marked and a recommended
route to it
When someone is near your business, they can see a Local
Awareness Ad in their News Feed
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Call-to-action buttons: Call NowSay hello to your new customers
When someone is near your business, they can see a Local
Awareness Ad in their News Feed
Clicking on the Call Now button will
launch a pre-filled business number
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Call-to-action: Send MessageConnect with customers over Facebook Messenger
Clicking on the Send Message button will launch a
message composer
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How does it scale?
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1 creative template
Neighborhood B Neighborhood C Neighborhood D Neighborhood ENeighborhood A Neighborhood F
Dynamic Local Ads: Streamlined ad creation for all your store locations
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Show the most relevant creative to each audienceAds deliver to people based on which store location they are closest
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Advertisers are using Dynamic Local Ads to create more relevant brand ads
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Locally relevant ads are better You can see it in the comments!
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Measure the full pathto purchase by focusingon people
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Local Insights Offline Conversion Lift
Enables you to measure results across devices and channels
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Local Insights: new insights about people nearbySelect the area around your store and date range you care about
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How closed-loop measurement worksOffline conversion lift testing
Identify your businessobjective and campaignto measure
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Facebook randomizes andsplits audiences into testand control groups
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Test
Control
Pass your conversion data to Facebook via a secure data upload
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Test
Control
Facebook calculates lift by comparing conversions in the test groups to conversions in the control group
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Run campaign to your target audience- ads will be delivered to the test group and will not be delivered to the control group
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Test
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Success story: FravegaArgentinian household appliances retail chain successfully increase sales
2.2x measurable sales in-store vs. online
19% increase in in-store sales among men 35-44
4% increase in overall in-store sales
FrvegaThe Argentinian household appliances retail chain successfully increased sales.
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Reach people where they spend the most time: the Facebook Family of apps
Drive people from mobile discovery to purchase with
personalized marketing at scale
Measure the full path to purchase by focusing on people
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Local Relevance in a Mobile WorldJoe DevoySlide Number 5Mobile has changed businessesSlide Number 9Slide Number 11Slide Number 13Mobiles creating new moments to reach peopleWhen it comes to time on mobile, apps ruleSlide Number 19Slide Number 21Sales start with mobileSlide Number 25Mobile is changing how people discover products, services and local businessesOn the path to purchaseBut cookies dont account for mobile or offlineLast-click doesnt give you the full pictureAnd siloed measurement leads to poor attributionHow do you win in a mobile world?Slide Number 39To reach people on mobile, reach them in their favorite appsSlide Number 43Businesses are spending time on Facebook tooSlide Number 47Slide Number 49Slide Number 51Slide Number 53Slide Number 55Local Awareness ads on FacebookCall-to-action: Get DirectionsCall-to-action buttons: Call NowCall-to-action: Send MessageSlide Number 62Dynamic Local Ads: Streamlined ad creation for all your store locationsShow the most relevant creative to each audienceAdvertisers are using Dynamic Local Ads to create more relevant brand adsLocally relevant ads are better Slide Number 67Slide Number 68Local Insights: new insights about people nearbyHow closed-loop measurement worksSuccess story: FravegaSlide Number 72Slide Number 73
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