how big brands can make localized advertising work for them

How Big Brands Can Make Advertising Work for Them

Overview

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• Relevance that drives offline conversion • Closing the loop• Scalable management

Derek BrowersVP of Product

Goal: Understand the importance of localized marketing and tactics for deploying your own localized marketing campaigns

Capture

unique local audiences for each business location

Engage

consumers with authenticmessages by location

Measure

marketing performance at each point of sale

The MomentFeed Platform

PinSync LocalVoiceBusiness

Intelligence

MomentFeed

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Engage with local

communities

Improve customer

sentiment/service

Drive foot traffic and ROI

Increase customer

engagement

Source locally relevant content

Maximize organic reach

Relevance that Drives Offline Conversion

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Connections CustomAudiences

LookalikeAudiences

PartnerCategories

Location Demographics Interests Behaviors

Why Facebook? Unparalleled Targeting

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Facebook is the perfect starting

point for a mobile

strategy

1.01 billion Facebook

mobile users

17% of mobile time spent is on Facebook

“The study shows that those aged 25–34 lead the way in smartphone usage, comparing prices, reading reviews, buying products and engaging with brands on social media while in-store.”

Omnicom

Users are spending 2

hours and 42 minutes a day

on mobile devices

Why Facebook? Unparalleled Reach

Compare to Traditional Advertising

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Newspaper

Magazine

Radio

Cable TV

Google AdWords

LinkedIn Ads

Facebook Ads

0 10 20 30 40

$32.00

$20.00

$8.00

$7.00

$2.75

$0.75

$0.25

Cost to reach 1000 people

9

How Brands Use Facebook Today

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How Brands Use Facebook Today

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How Brands Use Facebook Today

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“Clicks don’t matter. There is zero correlation between online clicks and offline ROI.”

-Ted Zagat, Facebook

How Brands Use Facebook Today

How Brands Use Facebook Today

• Used to be only a few ways to reach your site - now there are many• The modern path to purchase is across devices, platforms, and sites• Last click ignores the supporting players

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Last-click attribution models are flawed

Customers interact with a brand 4.3 times over a 2 day period before finally making a purchase

Roughly 40% of clicks on mobile ads are accidental (Mobile Path to Purchase Study)

In 2012 Google studied the purchase path of 3,000 shoppers - all 3,000 took a different path to purchase

How Brands Use Facebook Today

Clicks

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Sales=S

ale

s Li

ft

Click-Through RateSource: Nielsen

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4 in 5 consumers

say they want ads customized to their location

Source: Google, Understanding Consumers’ Local Search Behavior, May 2014

Local Relevance Equals Revenue

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Source: Google, Understanding Consumers’ Local Search Behavior, May 2014

visited stores / made purchases

made unplanned visits to stores / made purchases

19%32%

Location-Based Ads Lead Consumers to Visit Stores or Make Purchases

Customers Use Location Information

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use local addressor phone number

use get directionsor call button

68%61%

Computer/Tablet Smartphone

Consumers Say It’s Important

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73%Think

Get Directions

is important

78%Think

Local Address

is important

70%Think

Call Button

is important

77%Think

Phone Number

is important

Smartphones

Computer/Tablet

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How Brands Use Facebook Today

Quantifying the ROI on Ad Spend

• Allows brand to market to defined geographic markets• Ability to provide higher quality content• Reduction of wasted impressions

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Closing the Loop

3 Strategies to Close the Loop

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1. Pilot/Control Campaigns

2. CRM-Based Custom Audiences

3. Facebook Conversion Pixel

Pilot/Control Campaigns

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• Use customer lists from a transaction-aware CRM system to build Facebook audiences and measure conversions

• Target advertising to people with similar characteristics to your existing customers and prospects

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CRM-Based Custom Audiences

CRM

AdPlatform

FacebookConsumer

Store

Custom Audience

s

OfflineConversion

Ad Spend

Ad Campaign

TransactionData

Facebook Conversion Pixel

Drop Facebook’s pixel on location-specific order pages to see if customers that viewed your ad on Facebook went on to place an order online.

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Ad Platform

Facebook

ConsumerLocal Order Page

Facebook

Spend

ConversionPixel Data

Campaign

Online Purchase

ROI Data

Scalable Management

National Campaigns TodayWhat if you could tailor every

ad to its local audience?

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Unprecedented Relevance & Reach

Hello Salt Lake City! Come try our NEW Italian Sausage Cannelloni for a limited time only. See you soon! - Jeff Murray, GM of the OSF at 189 Trolley Sq.

The Old Spaghetti Factory

April 18

• Segment 1.35 billion consumers at the store level

• Launch campaigns targeted to hundreds or thousands of locations at once

• Automate content localization for maximum engagement & ROI

Welcome to MomentFeed Campaigns

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Objectives that drive real business

ROI

Simple, 3-step creation process

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Localized Advertising Made Simple

Real-time audience

estimation

Preview multiple ad placements

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Measure ROI in Real Time

Drill down to location-level ad

performance data

Track the value of each ad

action

ROI measurement on each campaign

Easily compare campaign metrics

Case Study:The Old Spaghetti Factory

Success Story

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Localized Facebook Advertising

The Old Spaghetti Factory used localized Facebook content and targeting in their ads, driving business results in foot

traffic and sales

Driving ROI at the Point of Sale

Local Reach

650,000unique local

customers reached

Transactions

7,164more customer

transactions

ROI

30xon Facebook

ad spend

Sales Growth

4.7%increase in post-Easter

sales growth

The Solution

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St. Louis, MO

19 pilot locations published localized ads targeted to fans and friends of fans closest to each individual location

650,000 Unique Local Customers Reached

Across 19 pilot locations, The Old Spaghetti Factory was able to reach more than 650,000 unique Facebook users that lived near one of

their restaurants

The Results

The Results

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7,164Net Gainin customer

transactions for the Pilot Group

Control Group Pilot Group-8750

-6562.5

-4375

-2187.5

0

2187.5

-6,464

697

Significantly More Customer Transactions

The Results

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Series10%

4%

7%

11%

14%

18%

Pilot Group Control Group2013 Recovery 2014 Recovery

4.7% higher

2.4% lower

Higher Post-Easter Sales Recovery

The Results

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30x ROI*

Spend Revenue

*The top two positive outliers were removed from the pilot group this ROI analysis

Clear ROI on Facebook Ad Spend

The Response

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Ryan Durrett

Director of Marketing

OSF International, Inc.

“MomentFeed’s platform made it easy for us to produce

real business results through localized ads. It's easy to

assume that localized marketing would be impactful, but

until now it's been hard to execute at scale, let alone

prove. The pilot provided us with a clear picture of the

return on our Facebook ad spend -- including a clear

increase in real customer transactions in our

restaurants. It clearly demonstrated the impact a

Facebook ad campaign can have when you provide a

relevant, local call to action to the communities you

serve.”

Solving the Local Advertising Challenge

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Challenges Solutions

Relevance at scale

Targeting to the individual location level

Closing the loop

Dynamic localization of content ensures relevance for any

audience

Automated targeting to the individual location level drives customers to specific points of

sale

Ability to measure and track real results including sales,

transactions, and ROI directly from the MomentFeed dashboard

MomentFeed Campaigns

Driving revenue through localized ads

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Owning theMobile Consumer

Derek Browers

VP, Product

derek@momentfeed.com