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The Power of Mobile The most scaled and targeted mobile advertising platform

The Power of Mobile The most scaled and targeted mobile advertising platform. CONNECT with more people more effectively on mobile ENGAGE people at the center of their Facebook experience INFLUENCE customers to drive your brand and business results. Facebook is mobile.

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The Power of Mobile The most scaled and targeted mobile advertising platform

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  1. The Power of MobileThe most scaled and targeted mobile advertising platform

  2. CONNECTwith more people moreeffectively on mobile ENGAGEpeople at the center of their Facebook experience INFLUENCEcustomers to drive your brand and business results Facebook is mobile

  3. How does Facebook mobile stand out vs. competition? • More reach to authentic people • Increased targeting options • Large engaging ad units Sponsored 

  4. Connect with more people more effectively on mobile

  5. Massive shift to mobile Worldwide smart connected device shipments (M) • 75% of the world’s population now has a mobile phone • More mobile subscriptions than people in next 2 years • Almost 50% of U.S phone subscribers are smartphone 2010 2011 2012F 2013F 2014F 2015F 2016F Source: Nearly 1 Billion Smart Connected Devices Shipped in 2011 with Shipments Expected to Double by 2016, IDC, http://www.idc.com/getdoc.jsp?containerId=prUS23398412 Information and Communications for Development 2012: Maximizing Mobile, World Bank, 07/17/12

  6. 1BN 543M people people Facebook is mobile 1000 800 600 400 200 0 4 years 8 years 1 year

  7. Reach people in more places with Facebook mobile 67% 543M YOY mobile monthly active user growth mobile monthly active users Source: Facebook 10Q, June 2012.

  8. …more often than any other mobile platform Hours spent per person per month in US 30% 8:04 of all time spent on the top 10 mobile properties in the US 4:51 1:17 1:06 Mobile MicrosoftTM YahooTM GoogleTM Facebook Source: comScore, June 2012.

  9. Find the right customers with more sophisticated ad targeting than other mobile platforms • Demographic • Age • Gender • Zip • Device • OS Standard e.g., AdMob • Social • Likes & interests • Friend connections • Activity (e.g., check-ins) • Intent • Personal • City/State/Zip • Birthday • Education • Workplace • Relationship status

  10. Reach the right people more efficiently with more accurate ad targeting 60% 25% Broad campaign accuracy Narrow campaign accuracy cost savings cost savings 95% 90% 72% 35% Facebook Online average Facebook Online average Source: Nielsen OCR, October 2011.

  11. Engage people at the center of their Facebook experience

  12. News feed is the most engaging part of FacebookNews feed is Facebook’s mobile experience 45% of comments on mobile happen in news feed 65% of likes on mobile happen in news feed 65Bmobile news feed story impressionsdaily Mobile drives higher engagement than desktop based on rate of likes and comments per story in news feed Note: Data reflects both Page posts and user stories. Source: Facebook internal data, worldwide, August 2012.

  13. Be at the center of this mobile experienceWith more real estate than other mobile publishers Can be full screen on mobile

  14. Use Page posts in mobile news feed to drive the most engagement >8x engagement for Page posts in news feed vs. desktop right-hand side Note: Engagement analysis is based off of average CTR for aggregate Page posts over a 7-day period., comparing news feed (delivery to fans and friends of fans) to right-hand side. Source: Facebook internal data, July 2012. Worldwide normalized data (based on news feed impressions and right-hand side impressions).

  15. Best practices for news feed advertising on mobile Quality: Use content that is memorable, engaging, and aligned with your brand Mobile tip: Links should point to mobile optimized websites Visibility: Post on Page to get distribution Targeting: Target fans and friends of fans for better engagement; target them separately for more customized messaging & better performance assessment Bid and budget: Bid as high as you can per click or impression in feed Campaign setup: Do not promote same story to same audience in multiple ads or campaigns Volume of recent stories: Complement your news feed campaign with ads on right-hand side to make sure people interact with your business and create recent stories you can promote in feed

  16. Facebook platform for mobile can enable better connections, engagement, and influence - easily WHY: Integrate to optimize your presence on Facebook • Access social distribution on Facebook – stories about your app appear throughout users’ Facebook experience • Build and customize user experience with social data • Provide seamless experience to users – travels smoothly from desktop to mobile HOW: Integrating is easy • Our technology is device and app type agnostic – connect with people regardless of their device and your app type (mobile web or native) • Simple integrations can go long way • Single sign-on enables easier log-in • Open Graph tags help distribute app stories

  17. All mobile apps can now be socialFacebook sends 160M+ visitors per month to integrated mobileapps Native or web app Get distribution through Facebook Notificationsand messages News feed and timeline Bookmark and APP center

  18. Integrate by building websites and apps for mobile • Get started • Build for seamless user experience across Mobile and Desktop • Use HTML5 or SSO for native apps • Test on mobile first • Optimize your app settings for mobile • Design for mobile • Register your mobile app through the developer site • Define objects and actions that can be shared on Facebook via Open Graph App on timeline App on mobile

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