lsa16: facebook, local monetization and measurement

Local Relevance in a Mobile World

Joe DevoyProduct Manager, Local

Mobile has changed businesses

Time Discovery Path to purchase

People are spending more and more time on mobile and that time is in apps

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

of people access mobile while shopping65% 50%

multi-screen viewers

Mobiles creating new moments to reach people

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

Mobile discovery is changing consumer behavior

Search is not a natural point of entry on mobile

In apps, people expect to discover things just for them

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

The path to purchase is non-linear

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

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


on laptop


on mobile


on tablet

But cookies dont account for mobile or offline

Purchasesheadphones

in store


on laptop


on mobile


on tablet

Last-click doesnt give you the full picture

Purchasesheadphones

in store


on laptop


on mobile


on tablet

And siloed measurement leads to poor attribution

Purchasesheadphones

in store

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?

Reach people where they spend their time

To reach people on mobile, reach them in their favorite apps

1Bpeople at the

same time

400Mmonthly

active people

1000sof great

apps

People spend their time across the Facebook Family

6%of time

spent on mobile

of all time spent on mobile>20%

+50M

Businesses are spending time on Facebook too

active business Facebook Pages

Drive your business1. Sections

2. Calls to actionMake it yours

3. Place TipsDrive in-store actions

1. SectionsDrive your business

2. Calls to actionMake it yours

3. Place TipsDrive in-store actions

Drive people from discovery to purchase with personalized marketing at scale

Local Awareness ads on Facebook

When someone is near your business, they can see a Local Awareness Ad in their News Feed.

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

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

Call-to-action: Send MessageConnect with customers over Facebook Messenger

Clicking on the Send Message button will launch a

message composer

How does it scale?

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

Show the most relevant creative to each audienceAds deliver to people based on which store location they are closest

Advertisers are using Dynamic Local Ads to create more relevant brand ads

Locally relevant ads are better You can see it in the comments!

Measure the full pathto purchase by focusingon people

Local Insights Offline Conversion Lift

Enables you to measure results across devices and channels

Local Insights: new insights about people nearbySelect the area around your store and date range you care about

How closed-loop measurement worksOffline conversion lift testing

Identify your businessobjective and campaignto measure

1

Facebook randomizes andsplits audiences into testand control groups

2

Test

Control

Pass your conversion data to Facebook via a secure data upload

4

Test

Control

Facebook calculates lift by comparing conversions in the test groups to conversions in the control group

5

Run campaign to your target audienceads will be delivered to the test group and will not be delivered to the control group

3

Test

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.

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

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

lsa16: facebook, local monetization and measurement

Marketing