facebook ad product overview jan 2012-1

Facebook Advertising Products

Facebook has two placements

Premium - Homepage

Marketplace – Run of Site

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Key Business Proposition Differences

Premium – Top of the funnel

Brand building, mass awareness & exposure

▪  Fixed budget

▪  Mass reach

▪  Run on Homepage & Profile Pages

▪  Standalone on Ad appearance

▪  CPM/Guaranteed delivery

▪  Above-the-fold

▪  Premium Page Post Ad, Standard Ad, Application Ad

ASU/Marketplace – Mid to bottom

Direct response & demand fulfillment

▪  Budget flexibility

▪  Granular targeting

▪  Run-of-site

▪  Shared with 4 other advertisers

▪  CPM/CPC

▪  Some ads are below-the-fold

▪  Like, apps, event ads

Targeting and Reach

Targeting

▪  Likes and Interests

▪  Education and Workplace

▪  Facebook Connections

▪  Relationship Status

▪  Demographics

▪  Age, Gender, Location

Reach

▪  Dynamically updated

Example - Targeting and Reach

Reporting Reach & Frequency

•  Insight for potential reach vs actual reach

•  Frequency

Performance

•  Unique CTR

•  Responder demo

•  Interaction rate (Likes, Events, Apps)

Social advocacy

•  Social impressions

P a g e s | Ads | Technology

Premium Page Post Ads (Homepage) To reach people and their friends on their Home Page

Anything you post can become an Ad

Your Ad on the Home Page

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Page Post Ad

Any of Your Designated Page Post

P a g e s | Ads | Technology

Homepage Premium Ad

Fans Friends of Fans Anyone (who are not fans / friends of fans)

Social Context

Social Context

Comment box

Expanded ad with friends’ Stories at the top

Premium (Homepage)

Page Post Ad

Expanded Premium Ad

Can be twice as effective than before and for specific campaigns Facebook targeting is more than 90% accurate versus industry average of only 35%

Homepage Premium Ads, reach friends in a more engaging way

When people hear about you from friends, they listen.

Ads are better when they come from your Page posts.

People can interact with your brand throughout the ad.

P a g e s | Ads | Technology

Source: Nielsen

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Homepage Premium Ads, reach friends in a more engaging way

P a g e s | Ads | Technology

Event Ad

Like Ad

Marketplace Ad (Run of Site)

Application Ad*

Standard Ad*

* Can be on Homepage Premium Ad as well

1. Click the Like button to connect with the brand

2. You are now connected

Marketplace - Like Ad

Marketplace - Application Ad

See which friends used the app Makes users more likely to try it out

1. RSVP to event 3. Add personal message 2. Invite friends

Marketplace - Event Ad

STEP 1: David likes a brand, uses an application, or checks in to a location

David likes this brand

STEP 2: A story is generated on David’s friends’ News Feeds, which they may or may not see

STEP 3: If this brand included Sponsored Stories in their Facebook Ads campaign, David’s friends see this story in the right column

Sponsored Stories

David likes this brand

Your Brand Like

Premium / Marketplace - Featured Stories

‣  Featured Stories are generated when a person likes your Page ‣  Featured Stories appear in the News Feed and right-hand column with ads

Featured Sponsored Stories - Page Likes

Featured Stories-

App interactions ‣  Sponsored Stories appear when

people interact with your app

Featured Stories-

Place check-ins ‣  Sponsored Stories appear when

people check in to one of your

locations

Featured Stories: Post Likes

Media Buying Methods – Premium Ads (Homepage)

1. Reach Block -  One Day Buy, Cost per day -  100% reach on facebook users in a day -  Maximum Reach, High Awareness, Brand Building, Product Launch

2.  Target Block -  Packaged Fixed Buy -  3 consecutive day with fixed no. of impression -  For sustaining awareness and reinforce top of mind 3.  CPM – Impression Buy -  Fixed CPM -  Flexible on impression quantity -  Extending brand and campaign awareness

Media Buying Methods – Marketplace Ads (Run of Site)

1. CPM – Impression Buy -  Fixed CPM -  Flexible on impression quantity -  Extending brand and campaign awareness