facebook ad product overview jan 2012-1
DESCRIPTION
4,5月からFBの広告がタイムライン上にも出せる噂がありますが、その前に、最新の広告案内を入手しましたので、共有します!Marketplace Page Post (MPP) - PhotoはそのままWALLに投稿された内容を広告にするメニューです。アメリカでは一番売れているらしく。。日本ではまだあまり見当たらないです。WALLの内容をままにして、広告を出すのは確かに導線が自然に見えると思います。TRANSCRIPT
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