SEM: Les Jeux Sont Faits
Display & Ad Exchanges: Tendance Googlopoly
AdWords Remarketing: Ancienne Marque, Nouvelle Vie
La Vague Retargeting: Futur de Facebook
FBX News Feed = Comme Le Search En 2002
FBX WILL BE 2ND LARGEST CHANNEL FOR DIRECT RESPONSE ADVERTISERS
EBAY, BOOKING, KELKOO & AMAZON BUILT BUSINESSES ON EARLY SEM ADOPTION
0
10
20
30
40
50
60
70
80
90
100
3.5x Plus Visite Facebook vs. Google + GDN
(In
de
xed
to 1
00
)
Source: Triggit Internal Data
Including Google Display Network
FBX: La Récence
• 60% of people on Facebook see ad in the first hour• Day 1 sees 2-4x more conversions than any other day in 30
day period
Case Study: Retailer’s Conv. Rate on FBX vs. Others
More Efficiency on FBX vs. Google
CountryFindable UUs
Conv. Rate (Clicks)
USA >5MM 5%
Germany >5M 7%
France >5M 8%
Spain >5M 6%
Italy >5M 6%
UK >5M 7%
Russia >1.5M 8%
Netherlands >1.5M 8%
Poland >1.5M 5%
Brazil >1.5M 5%
Travel Conversion Rates: Google Display Network: 2.99%*Facebook Exchange: ~7%
Source: MediaPost, Nov 14, 2012. http://www.mediapost.com/publications/article/187037/a-view-of-clicks-and-conversions.html?print#axzz2NSXGQaBK
US: 26% of Total Spend per MM/UU
Europe: 55% of Total Spend per MM/UU
Brazil: 19% of Total Spend per MM/UU
Right-hand side: Better Opportunity Than Paid Search
• Pay 3-4x more for top 2 positions
• Overlapping keyword impressions: 40-60%
• Win auction 80% of the time
• Only 10% cookie overlap for retailers (only 1300 advertisers total on FBX today)
Winning With Dynamic Creatives
• 1/3 – 1/4 CPC of static• 2-5x higher CTRs• 10x bigger campaign size vs. static ad
campaign
FBX News Feed: Ca Change Tout
FBX News Feed CTR: un autre niveau
“The average CTR here at Criteo is 0,75%”
Greg Coleman, President
2-10x
Higher CTRs on average for dynamic retail campaigns on News Feed
Up to…Google Remarketing CTR: ~0,4%
News Feed Retargeting vs. Right-Hand Rail
50% smaller ad unit
• Viral retargeting• Dynamic images• Link back to site• 50K limit on product feed
• Unlimited number of products for dynamic retargeting
• 10x higher CTRs vs. coté droit
• 85% baisse de CPA
News Feed vs. Coté Droit
UK
• 19x higher CTRs• Only 1% lower conversion
rate• 1/7 the CPA
News Feed Has Best ROI & Performance
Large Brazilian Retailer
News Feed vs. Right-Hand Rail
• 17x higher CTRs vs. Right-Hand Rail
• 3% lower conversion rate• 1.5x higher ROI
eCom: Amerique du
Sud
Brand Advocates From News Feed Ad
Romania: Is it dependable?Angelica: Yes, I use it, and it’s dependable.Romania: Oh OK! Thanks! I’m used to using Western Union but it’s expensive! But it’s good to know your opinions!
Social context -> +10-15%
The Best New Channel Of The Decade