​Right person

​Right time
​Right place
​Right message
Mobile has changed business…
and presented new challenges &
opportunities for marketers
By 2020, 75% of
all mobile traffic
will be video
 The typical customer path to conversion spans devices and
channels
​C onversion
​Facebook ​Instagram ​Facebook

​Search ​Display ad

Home PC Work PC

50 three or more devices

% of people use
1 41 device and finish on another
% of people start an activity on one
2

1. eMarketer US data, April 2015

2. "Consumer Barometer study," TNS Infratest, June 2015
People expect
businesses to provide 40%
fast and of people abandon a site if it doesn't

frictionless load after 4 seconds

experiences 49%
of people say they would
purchase more on mobile if it
were easier

7
Source: 1. Aberdeen Group, “The Very Real Costs of Bad Website Performance,” Aug 2016, 2. SIGNAL, “The Signal Retailer’s Guide to Understanding the 2015 Holiday Shopper,” July 2015
​….withthe rise of these
new trends, reaching…

​rightperson, right time,

right place, right message

​…..has never been more

targeted and at the same
time complex
Think People, Not Devices

It’s tempting for us to think in terms of

channels or devices, but it’s always
been about people.

To reach the right people at the right

place at the right time, we need to
understand how and where they
engage, discover and share.
Capture Attention

• Memories are made in an instant.

• Hook people with your most engaging
content.
• Bring your story forward visually to
help drive attention and the clarity of
the message.
• Create visual surprises
Capture attention quickly
Facebook and Nielsen research found that up to 47% of the value in a video campaign was
delivered in the first three seconds, while up to 74% of the value was delivered in the first ten
seconds

Source: FBIQ 11
Driven By Insight

• Listen to your customers

• What drives them, What engages

them, What are their needs?

• What it that one thing which will make

them stop everything and listen to
you.
Always be doing something new
Always be trying something new

Facebook Facebook Canvas Rich media

Carousel Showcase images or videos Vertical Videos
Showcase images or videos of your different products Expandable banner
of your different products within this single ad
within this single ad
DON'T WAIT FOR PURCHASE INTENT, CREATE PURCHASE INTENT
 Reach many people
Reach people looking for you with few products

In the mobile era you need both

reach and relevance

Source: Facebook internal data across Facebook, Instagram, Audience Network, worldwide, based on sampled data
across all catalog-based ads, pulled July 2017
Understand the journey

In today’s multi-device world,

people are discovering on one
device, researching on another
and converting on a third.

• Be crisp, be authentic, and be

present.
• Adapt people based
measurement to target and
retarget.
 Be present

FA C E B O O LINKEDIN TWITTER
K Be inspiring Be real
Be time
Connected

GOOGLE I N S TA G R A YOUTUBE
Be M Be
Searchable Be Visual relatable
 it takes
personalization,
Conquer the thumb visualization
and
The thumb is in charge now, and the thumb
experimentatio
is far more demanding. It’s quick to scroll. n
It’s quick to close. Quick to flip the page. But
with the right approach, the thumb is also
highly likely to stop, engage and buy.

The more we can put ourselves in people’s It takes

shoes and understand their experience, the
better experience we can create. empathy

19
Build a Data Driven Plan
Measure, Learn and Optimize.

Measurement is a tool to help marketers evaluate and improve campaign strategies against
their definitions of “success.” But for measurement to work, it must be constructed correctly,
audiences selected accordingly, and a plan in place so as not to contaminate the results.

Don’t run after shiny objects…Pick the most apt objectives & KPIs to drive your business
outcomes, build a plan to test, measure rationally and optimize.

Objective Primary KPI’s Secondary KPI’s

Awareness Brand Lift, Reach, Video metrics Link Clicks, CTR, Website metrics

Reach, Link Clicks, CTR, Website

Traffic Video metrics
metrics
Link Clicks, Video metrics, Website
Conversions Reach, Conversions, CPA, ROI
performance
Plan Learnings
Understand how different parameters in your media plan affect campaign performance.

 Plan to test the same advert on two different audiences to see which audience
performed better.
 Or, test two delivery optimizations, such as conversions or link clicks, to determine
which yields the best results.

Continually, test, optimize to not just make current campaigns better but make future
media planning stronger
Measure, Learn and Optimize
Audience
You can divide your current
target audience into two
different categories and test
them against each other.
Possible tests to run:
• Audience (A) compared
to saved audience (B)
• Audience (A) compared to
audience (B) compared to
audience (C)
Delivery Optimizations
You can choose to optimize for
conversions in one test and
link clicks in another.
Possible tests to run:
• Optimize for conversions
(A) compared to optimize
for link clicks (B)
• Optimize for conversions
with a conversion window of
one day (A) compared
to optimize for conversions
with a conversion window of
seven days (B) compared
to optimize for link clicks (C)
Channels & Formats
Plan to test different channels
and formats. Based on results
you can decide to reallocate
budgets and optimize media
plans.
Possible tests to run:
• Channel(A) compared
to Channel (B) compared to
Channel (C)
• Channel(A) Format(A)
Compared to Channel (A)
Format (B) compared to
Channel(A) Format(C)
Assess capabilities

​O RGANIZATION ​I NFRASTRUCTUR

STRUCTURE E
Plan early, put people at the center

​1 ​2 ​3 ​4
​Whatis the one ​Bring internal teams ​Think about end to ​Always build a
insight that will together to create end measurement, learning plan
make your audience timelines wherever possible ​With
every
pause and take ​Communicate with
think people based campaign learn
notice measurement
stakeholders more about your
​Bring
all ​Pick KPIs based on customer
​Assess current
stakeholders objectives
resources ​Makeyour future
together to think campaigns better
people
​I NSIGHTLED CAMPAIGN ​C AMPAIGN PLANNING ​M EASUREMENT ​L EARNINGS
PLANNING
Build & Deliver
Experiences
 Michael Kors connected their
online ads with in-store sales

Michael Kors implemented the offline

conversions API to attribute offline sales
in its retail locations to its Facebook ad
campaigns.
33
31 % %
25
increase in attributed increase in attributed
in-store transactions return on ad spend

%
increase in attributed
revenue

Source: Facebook case study, Jan 2017

Cadbury Dairy Milk expanded
traditional with digital reach

The confectioner gained additional reach

over what it achieved with TV ads by
expanding campaign on Facebook

5.1 5.7
% %
Increase in brand Incremental reach
consideration over TV

10x
Impact on
Facebook
advertising spend
​Always Question!!
​Neverstart without a
clear goal
 Be Crisp,
Be Relatable
Measure, Optimize,
Learn
 Think People
Build Experiences