Facebook Video Unplugged (Turkey - 2015)
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This document discusses the shift to mobile media consumption and its impact on digital advertising. Some key points: - Mobile and smartphone usage continues to grow rapidly globally and in Turkey specifically. By 2018, mobile ad spending is projected to make up nearly 50% of total media ad spending in Turkey. - Facebook's mobile reach in Turkey through Facebook and Instagram is larger than any other individual platform. Short-form video is increasingly popular on mobile via Facebook. - Research shows that mobile advertising can be highly effective at gaining attention and leaving an impression compared to television. Combining Facebook and television advertising can increase campaign effectiveness. - The document outlines challenges in measuring mobile advertising but notes that solutions like the GfK
Facebook Video Unplugged (Turkey - 2015)
- 6. Facebook video views 8bn 500 m 4bn 3bn 2bn 1bn 75% on mobile April 2014 November 2015
- 7. Kathy Dykeman Head of Regional Measurement
- 8. PERMANENT Today we’re experiencing a SHIFTin the way we consume media
- 10. Mobile and smartphone users continue to grow 57.8 60.0 61.8 63.2 64.3 22.1 29.6 35.2 40.8 44.6 0.00 10.00 20.00 30.00 40.00 50.00 60.00 70.00 2014 2015 2016 2017 2018 Millions Mobile & Smartphone Users, Turkey, 2014-‐2018 Mobile Phone Users Smartphone Users Source: eMarketer, Jul 2015.!
- 11. Mobile share of digital will more than double by 2018 10.4% 20.1% 32.4% 41.6% 49.6% 2.7% 5.9% 10.2% 13.6% 16.4% 2014 2015 2016 2017 2018 Mobile Ad Spend Share of Digital & Total Media, Central & Eastern Europe, 2014-‐2018 Mobile Ad Spending (% of total digital ad spending) Mobile Ad Spending (% of total media ad spending) Source: eMarketer, Sep 2015.!
- 12. MONTHLY ACTIVE REACH FB|IG has bigger reach than any other platform on mobile 39 FB + 16 IG million Turkey Source: Based on Facebook internal data, Sep 2015.
- 13. COMPUTING & MOBILE CONNECTIVITY WAY TO ACCESS CHEAPEST AND MOST CONVENIENT
- 14. Source: “Neuro Mobile” by SalesBrain (study of US adults commissioned And the small screen isn’t so small after all
- 15. Source: “Neuro Mobile” by SalesBrain (study of US adults commissioned Perceived view area 2.6X Visual perception at scale - landscape view Due to proximity the phone screen packs a bigger punch
- 16. 82% higher Attention was found to be for an ad viewed on a smartphone compared to TV 79% lower Similarly, distraction was on a smartphone screen than on a TV Source: “Neuro Mobile” by SalesBrain (study of US adults commissioned Mobile gets much better attention from the user
- 17. Stimuli viewed on smartphones were found to be statistically higher than on TV There was not a statistically significant difference in the emotional intensity evoked by viewing the stimuli on either screen Mobile leaves an impression
- 18. OUR BRAIN PROCESSES FASTIT TAKES SPLIT SECOND TO GET THE MESSAGE INFORMATION QUITE
- 20. 3 0 ’ ’ A D S ITS NOT ABOUT RELEVANCE WILL BE THE KEY TO SUCCESS
- 21. What we’re learning The :03 second audition Make the first few seconds count Sight, sound, motion Embrace the silence Stories not seconds Focus on storytelling, not length Atomized storytelling Message over time and through the funnel
- 22. 0 10 20 30 0% 100% 3 Cumulativeimpactonadrecall Total seconds of video watched 47% 74% Attention span is low - value is delivered early
- 23. MARKETING PERSONALISED AT SCALE Complementing your traditional media choices
- 24. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% W1 W2 W3 W4 W5 W6 FBOnly TV&FB TVOnly 8% Reach Week Source: 4 studies. Millward Brown Cross Media across Turkey 2015 FB daily reach potential helps build up reach like TV
- 25. Source: 3 studies. Millward Brown Cross Media across Turkey 2015 Delivers cost efficient reach over traditional media 5x 2.7x 8%
- 26. Source: 3 studies. Millward Brown Cross Media across Turkey 23%TV performs better with FB synergy 3.4X vs TV TV performs better with other media TV total reach potential is important - but its collaboration with other media makes it work better
- 27. WHAT’S NEXT? How do we solve the problem of mobile measurement?
- 28. GfK Crossmedia Solution will help us move forward in measuring mobile impressions in 2016 Trusted Third Party! GFK sends hashed FBIDs of its panelists to TTP! FB sends hashed anonymised data on ad impressions! GFK receives only data for its panelists!
- 29. Thank you
- 30. Mark Hamilton Head of Marketing
- 31. for business Facebook as a Video Platform
- 33. The shift to mobile has happened
- 35. “Wow, Italy is so beautiful!” Photos Videos VR/AR Text
- 37. >8bn VIDEO VIEWSEVERY DAY ON FACEBOOK 75% ON MOBILE 88% GROWTH IN UK V I D E O P O S T S
- 38. Infrastructure Digital vs traditional teams Lack of tools Comparability Different KPIs and currencies Hard to measure Cookies don’t work Lack of standards Challenges in shifting to a mobile world
- 39. • The best way to build your brand • Accurately plan and predict your campaign • Reach the right people across your target audience • Control the frequency of your campaigns Reach and Frequency
- 40. • New enhancements for better control and predictability • Lower audience minimums • One and two day campaigns • Frequency cap intervals • Faster reach prediction times • Six month advance Reach and frequency is more powerful than ever
- 41. TV campaign reach with TRP buying Extend your reach beyond TV… Beyond the living room and when your audience is most engaged. Complement your TV campaign reach with TRP buying
- 42. *refers to statistical significance tested at 90% confidence Source: Nielsen Facebook+TV BRAND EFFECT polling with Facebook Marketing Science using Nielsen custom analysis, research commissioned by Facebook, 7 US campaigns, Aug-Sep 2015. * * Ad Memorability Brand Linkage Likeability Linkage (Top 2 Box) Facebook Only (A) TV Only (B) Cross-Platform (C) People exposed to both Facebook and TV media exhibited significantly higher Top 2 likeability compared to those exposed to just Facebook or TV only Facebook + TV makes your campaigns stronger
- 43. Real people targeting leads to highly predictable delivery…across devices Targeting on TV: Viewers of live sports to reach males 18-34 Targeting on Facebook: Matthew Corbin Male, age 33
- 44. campaign has many actors! Reach Attention Message Quality Brand Awareness (Measured by ad recall) (Other Factors)x A successful brand awareness campaign has many factors x x =
- 45. Brand Awareness Optimisation Reach people who are more likely to pay attention to your ads
- 46. Bring precision to story telling with sequencing
- 47. Measuring Brand Impact on Mobile
- 49. “If I don’t have time to watch a cool video I found, I want to save it for later.” Watch later
- 50. “I want to keep watching videos that I like while I multi-task.” Watch & scroll
- 51. “I like to find a quiet spot to relax and watch cool videos for a while. It’s my time to unwind.” Suggested videos
- 52. Key Takeaways - The shift to mobile has happened - Higher Video Consumption on Mobile - Higher time spent on Mobile - Facebook is a video platform - Various buying options for brands
- 53. for business
- 55. Tamer Batan Media and Digital Group Manager, P&G Turkey Özlem Beyenirsoy Senior Media Manager Turkcell Turkey Ozge Gilan Client Partner, Facebook
- 60. Understanding how FB and TV can work together Turkey’s leading hair care brand launched new product technology wıth their new #cesurolmak campaign. Pantene 6m 20-44yrs women old reached 9,5% incremental reach over TV with only 5% of Facebook Budget 2X cost efficient vs TV at delivering GRP 4,5 Average frequency
- 62. Getting the message across: we need to talk! Turkey’s leading mobile phone operator, Turkcell, achieved a huge positive shift in perceptions of the company with video creative on Facebook that expertly targeted its loyalty club members and boosted engagement with its existing "Bos Degilim" SMS campaign. Turkcell 12.6m people reached (75% of target audience) 5m video views 1.3m page post engagements 15pt ad recall