EFFECTIVELY CONNECTING BRANDS TO CONSUMERS

Facebook Premium: updates

We are here to discuss about

WHAT’S ALL ABOUT FOR TODAY?

I. Introduction in Thinkdigital facts&numbers

II. Facebook facts and figures

III. When to use marketplace vs premium?

How do we choose the mix?

IV. Facebook Premium Advantages

V. Types of Facebook Premium Ads best use

& tech specs

VI. Case Studies Local vs Global

VII. Pricing Standard

VIII. Round table and open discussion: next

steps

PREMIUM ADVERTISING

I. Introduction

NO

W

THE CUSTOMER JOURNEY

Feedback

shelf experience

stimulusshelf experience

happy/sad customer

happy/sad customer

TH

EN

• reviews• ratings• search• community• WoM• product comparison

stimulus

THE BUTTERFLY EFFECT

paid media

owned media Social media

hybrid media

content

advertising

amplification

THINKDIGITAL IN NUMBERS (2013)

70+Marketing

Professionals

7years of

continuous growth

servingmore than

225advertising clients per

month

6local offices in the region

#1Digital Media

Company in CE & SE Europe

1400digital marketing

campaignsin 2012

183working with

publishers acrossthe region

1 of 8MSN partners

in the world

1 of 6Facebook partners

in the world

REACH

Top local

player (strong local &

international properties)

7 MROMANIANS

ON FACEBOOK

MASSIVE REACH IN EUROPE AND THE WORLD

EVEN STRONGERIN ROMANIA

1.5 MROMANIANS ON

SKYPE

4.4 MROMANIANS ON INTERNATIONAL

PROPERTIES

2.7 M Reach (SATI)

28.1MROMANIANS ON LOCAL WEBSITES

(duplicated)

PREMIUM ADVERTISING

II. Facebook facts

and figures

Facebook enables businesses to connect with more people on more devices…

…more often than anywhere else

60+%Return Daily

169 7M Users

Romanian Stats

4.2m Mobile Users

Friends[average]

4.2 MILMonthly active users on mobile in Romania

70%YOY

growth on mobile

Across multiple touch points

7 MILOverall users

in Romania

News Feed is Facebook’s mobile experience

~700k daily users in NF

4.2m Mobile Users

In RO

A Facebook User Likes on Average 36.7 Pages

In Romania, A Facebook User Likes on Average 22 Pages (- 40% vs Global)

Facebook User Share on average …

The majority of Facebook shares comes for Photo (post or gallery), followed by Videos and Links

92%trust word of mouthof friends & family

47%trust TV, press and

newspapers

Buying is inherently social

People rely on friends to help them make buying

decisions

PREMIUM ADVERTISINGIII. When to use marketplace vs

premium? How do we choose

the mix?

Not only for one time campaigns

Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

But for constant campaigns on marketplace and timely campaigns on premium inventory…..

Do I want to push my message in 1 day?

Is your only touch point mobile?

Do I want to engage with users after they have logged out of

FB?

Do I need all FB targeting options?

Do I want to display a large size creative?

Do I need massive reach in a small time

window?

Do I want to drive actions (e.g. likes, sales, app installs,

registrations)?

Do I want to drive engagement?

Do I want to build awareness for my

new product/service release?

Do I want to be the only advertiser running in that

placement?

RHS & NF ADs

Reach Block

LOX Premium Ads

Do I want retargeting?

FBX

PREMIUM ADVERTISING

IV. Facebook Premium

Advantages

PREMIUM ADVERTISING

Drive brand results and social

interaction transactions

The most impactful way to

distribute your content

Massive Reach

Multiple Ad Formats

PREMIUM ADVERTISING

V. Types of Facebook Premium

Ads

Premium Ads Placements

+

Right-hand side

News feed Desktop News feed Mobile

Logout Experience

PREMIUM ADVERTISING

Types of Facebook Premium

Ads

1. Premium Page Post CPM basis

[placed in RHS only]

2. News Feed Reach Block

3. News Feed Target Block

4. RHS Reach Block

5. Logout Experience

PREMIUM ADVERTISING

1. Premium Page Post CPM basis

How it works

A Premium Page Post can be any type of Page Post ads

It is an efficient way to serve booked impressions to users, reaching them on the homepage RHS (right hand side)

Targeting options:age,gender, city, keywords [interests, educations, relationship, status, connections]

AMPLIFICATION

PREMIUM ADVERTISING

Page Post Video Ad

AMPLIFICATION

PREMIUM ADVERTISING

Page Post Photo Ad

AMPLIFICATION

PREMIUM ADVERTISING

Page Post Link Ad

PREMIUM ADVERTISING

2. News Feed Reach Block

How it works

A news feed reachblock can be any type of Page

Post ads, targeted to news feed mobile, news feed

desktop or both news feed desktop and mobile.

The page post must be scheduled to go live with

the Reachblock to make sure the post has no

organic distribution since posts are boosted to news

feed only once

PREMIUM ADVERTISING

2. News Feed Reach Block

How it works

The page post cannot be a hidden post

It is an efficient way to serve impressions to all the

users within your target group every 24 hours. In

other words, you can reach every day almost every

user of your target audience !

Targeting options: day, all feed/desktop/mobile,

gender, age (13+, 18+, 21+, 25+)

News Feed Reach Block

Newsfeed Reach Block

Massive Reach!Enable word of mouth at scale

3.47Musers in 24

hours

PREMIUM ADVERTISING

3. News Feed Target Block

How it works

A news feed target block can be any type of

Page Post ads, targeted to news feed mobile, news

feed desktop or both news feed desktop and

mobile.

It’s a 3 Days Campaign

The page post cannot be a hidden post

Targeting options: all feed/desktop/mobile,

gender, age (13+, 18+, 21+); age brackets (18-34;

18-49; 21-34; 21-49; 25-49 )

PREMIUM ADVERTISING

4. RHS Reach Block

How it works

A reachblock can be any type of Page Post ads,

targeted to desktop Right Hand Side

It is an efficient way to serve impressions to all the

users within your target group every 24 hours. In other

words, you can reach every day almost every user of your

target audience !

The page post must be scheduled to go live with the

Reachblock to make sure the post has no organic

distribution since posts are boosted to news feed only

once

PREMIUM ADVERTISING

4. RHS Reach Block

How it works

The page post cannot be a hidden post

Once a user sees the Engagement ad 3 times (the

frequency cap), it will be displayed to him again only if the

estimated impressions goal is not reached. In such case,

the user may see the ad up to 2 additional times.

Targeting options: day, gender, age+ (13+, 18+, 21+,

25+)

AMPLIFICATION

PREMIUM ADVERTISING

RHS Reach Block

2.2users in 24

hours

PREMIUM ADVERTISING

5. Logout Experience

How it works

Build your ad for success

Cover photo: provide an engaging image

enticing users to click

Profile photo: clearly represent your brand or

product with a strong, recognizable logo

Post copy: post an interesting title introducing

your product or offer

Link: add a clear image and a call to action so

users click on your link

PREMIUM ADVERTISING

5. Logout Experience

How it works

Increase direct response actions to your

website (write in your post : Save 15% off

flowers this Mother’s Day; Sign up now)

Launch new products or signup

Targeting options: day, age+ (13+, 18+, 21+)

Logout Experience VideoDistribute a video post from your Page at the end of a user’s experience when they are about to finish

engaging and create new engagement circle and continued experience!

LogOut ExperienceLogout Experience Link

Show a link post from your Page at the end of a user’s experience when

they are about to actively seek new content

LogOut Experience

Ford “Kuga Drive”

LOX & Mobile Premium Ads

Connected Screens

VI. Case Studies

Local vs Global

PREMIUM ADVERTISING

INFLUENCEVodafone Red Results Romania:

•More than 40 000 video plays within 24h

•More than 1,7mil people were reached within 24h

INFLUENCENew Seat Leon Results Romania:

•More than 50,000 video plays within 24h

•More than 1,7 mil people were reached within 24h

INFLUENCENew Ford Kuga Hungary :

•More than 4 mil impression were delivered

•More than 1,7 mil people were reached within 24h

INFLUENCENew Garnier Olia Results Serbia:

•More than 48,000 video plays within 24h

•More than 1,4 mil people were reached within 24h

INFLUENCEMascara Wings, Lóreal Bulgaria:

•More than 30,000 video plays within 24h

•More than 1,3 mil people were reached within 24h

INFLUENCEUnilever Dove, Greece:

•Two full days of coverage with 101 262 Video Plays

•Over 7 mil impression or 2,4 mil people were reached within 48 hours

INFLUENCEP&G Moonbeam, Greece:

•Over 49 000 video plays within 24 hours

•More than 3,5 mil impression or 1,2 mil people were reached within 24 hours

VII. Pricing PREMIUM ADVERTISING

PREMIUM ADVERTISING

Category/Channel Property/TargetingQ1 2014

Guaranteed IMPSQ1 20134

Est. UUCost Euro Net CPM Eur Net

Sustained Media [regular premium ads placed RHS] minim IO for first time client 8167 Eur

Gender, Age, City/Radius/Location, Keywords [interests, educations, relationship, status, connections etc]

1,839,415 8,167.00€ 4.44€

Reach Block RHS[Righ Hand Side]1 Day Bookingfrequency cap of 3-5 per day

1 Day Booking, Mon-Thu (13+) 11,048,387 2,209,677 14,154.00€ 1.28€

Log Out Experience 1 Day Booking average frequency cap 2.5-3 per day

1 Day Booking, Mon-Thu (13+) 3,893,333 1,557,333 14,963.00€ 3.84€

NEWS FEED Reach Block - 1 Day Booking- It's requiered a unique page post for this campaign and meeting the min IO whereas the difference up to min IO to be spent through any premium campaign [with a different page post ad]- frequency cap of 1 per campaign

1 Day Booking, Mon-Thu (13+) 3,474,903 3,474,903 9,215.00€ 2.65€

NEWS FEED TARGET BLOCK - 3 Days Booking frequency cap of 3 per campaign

3 Days Booking, Mon-Thu (13+) 3,468,013 1,156,004 10,530.00€ 3.04€

MIN IO for First Time Client Offer 8,167.00€ MIN IO for the 2nd Time Clients 10,889.00€

NEXT STEPS

VIII. Round table and open discussion: next steps

Let’s talk now! ;)

thank you!