Reach on the BeachNordics, Summer 2014

Summer is the season when the living room loses most of its life.

Average weekly viewing hours (UK)

TV reach goes down as summer hots up

As people head out to enjoy the sun, TV viewership declines. Historically weekly average viewing drops by as much as 12 hours a week during the summer.

Winter WinterSpring Summer Autumn

2010 199520002005

Source: TeleScope, A focus on the nation’s viewing habits, TV Licensing, 2011

There’s a better way to stay connected to the people that matter to you this summer

Mobile is the summer sun screen and Facebook is the constant companion

No matter where they are or what they’re doing, people are connected to Facebook throughout the summer, with both reach and engagement remaining consistent on mobile.

11m

Key stats:

people in the Nordics log in to Facebook on mobile every month (2)

Mobile unique users (1)

Mobile time spent (1)8.7m

people in the Nordics log in to Facebook on mobile every day (2)

Mobile engagement (Sweden)

August SeptemberJulyJune

Mobile reach (Sweden)

15th August 1st September1st August

Sources: (1) - Based on Facebook Internal Data (May-September 2013) (2) - Facebook Internal Data, average for December 2013

Lizzy, 24, London

I have my phone with me 24/7 in the summer and I’m on Facebook most of the time, whether waiting for the bus, in the park with friends or when I’m out in the evenings. I’m out and about a lot more in the summer so I’ll post pics or updates from restaurants or bars I’m in, and I also message people more frequently.

Steve Parker, co-CEO Starcom MediaVest Group

The summer is a time of the year when behaviours change and the weather dictates many of our decisions. Add to that the unknown of the World Cup and it is an exciting time for brands to exploit existing or new channels to deliver experiences that matter, and reach consumers on the go. With such a large mobile audience, Facebook will be at the front of the queue.

Use Facebook to make more personal connections on mobile

Supercharge your ads

Weather-activation

Business needOwnable moments

Weather-activated content can be extremely powerful and is easy to prepare in advance

Example: Running a drinks promotion in a target city when the temperature hits a pre-determined threshold

Adapt your advertising on Facebook to meet seasonal business needs

Example: Run ads for popular products near specific store locations

Own key summer moments by preparing creative that responds to current events.

Example: Build awareness among football fans by preparing creative for big game results

Summer 2014

Take advantage of Facebook’s varied ad formats, unique targeting tools and flexible distribution to reach people with the right message at the right time – whether you’re responding to warm weather, rainy days or a major football tournament.

Facebook’s Preferred Marketing Developers (PMDs) build technology that help brands and agencies make every marketing program more powerful and effective. Whether you’re looking to drive ad efficiency, scale or take advantage of custom functionality, such as switching on your ads when it’s raining, our PMDs are a great resource to consult. Speak to your Facebook representative for more detail.

Boosting summer engagement with the Pepsi Challenge taste test

“We know that mobile is more popular than desktop during summer so we keep Facebook at the centre of our communications because this is where our target group is spending its time. It’s always easier to find them where they are versus trying to take them somewhere else. For 24/7, 365-days-a-year communication, Facebook is the best tool.”

6.8m +14ptspeople reached

Magdalena Kuznik, Senior Brand Manager, Pepsi Poland

brand preference

Spanish retailer Privalia reaches fashion-conscious youths wherever they are during summer

“Summer is typically the off season but now, through mobile, we can keep our audience. They may be on the beach, in the mountains or by a lake but we can be there with them. I couldn’t imagine our current business without mobile, and Facebook is incredibly well prepared to face this massive shift. There’s no other network in the world that has such a huge mobile audience base.”

60% 45%of web traffic via mobile

Ferran GÜell, Chief Marketing Officer, Privalia

of sales via mobile

Relaunching the iconic UK brand Lipton Ice Tea with a summer video targeting 18-25 enthusiasts

“Facebook is a critical channel for us during the summer months when we might otherwise find it difficult to reach our customers at the scale we’re used to. The combination of strong mobile engagement and the ability to target the people that are most important to the brand puts Facebook head and shoulders above the competition during this season.”

6.9m 12.8% £0.06unique people reached

Aman Matharu, Digital Marketing Manager, Pepsico

video view rate cost per view