Travel  in  a  mobile  connected  world    From  Reach  to  Result  

 

 

   eTravel,  2015  Dorianne  Richelle,  Facebook  EMEA  Travel  lead  

 

Todays Facebook topics

Changing consumer behavior: Be where

people are

Reach all of the people who matter to you

Measure the impact cross device

Travel on Facebook

People want to spend time on Travel on Facebook

I dream

I plan

I travel I’m there

I’m back 76% post vacation photos

84% get inspired by their friends’ and family’s vacations

52% like Facebook pages specific to an upcoming vacation

Source: Mashable, March 2012, Sparkler Near & Now 2014

42% of stories shared are travel stories, making it the #1 category on Facebook

95% use Facebook for travel-related activities prior to going on vacation

91% use Facebook every couple of days while abroad

Sparkler & Facebook, Near&Now, 2013

Travel is the biggest vertical on Facebook

Source: eMarketer, April 2014

Mobile changes the landscape Share of US media consumption 2010 −2014

0:50  

1:36  

4:24  

3:11  

0:26  

1:20  

4:28  

5:46  

Print Radio TV Digital

2010   2014  

-­‐48%  -­‐17%  

2%  

81%  

Source: IDC Always Connected Report, US, March 2013

79%  all  but    2hr/day  

It is sticky

Source: Facebook Q2 014 Earnings Call 

14x  /day  

And it is often

Facebook counts for 1/5 of every mobile minute

40  min  /day  

Facebook in Netherlands

Every day Every month

That’s

of Internet users in

Netherlands

60%  

81%  

people daily

people daily

on mobile

people monthly

people monthly

on mobile

>7.1M   >6.1M   >8.8M   >7.7M  

of monthly active users return daily

Source: Facebook internal data based on stated and inferred data, average for Mar 2015. Percentage of Internet and mobile phone users calculated with data from eMarketer, Apr 2015.

1. Social is not an objective Start with your marketing objective and then build your Facebook strategy

Advertising Targeting Measurement

•  Return bookings •  Lifetime value

•  Acquisition •  X-sell

•  Brand awareness, preference

•  Purchase intent •  Media efficiency

(Branded search vs SEA cost, or TV cost)

2. Focus on good creative

EVERYTHING COMPETES WITH EVERYTHING

“Thumb  friendly”  

Nielsen, January 2015

29% lift in Brand claim

100% lift in Campaign

100% lift in Ad Recall

Brand lift for TUI

Nielsen, 2014, www.facebook.com/business/success/tui-com

+35% Ad Recall

+5% Purchase Intent

+6,6% Brand Awareness

77% reach in the target audience

Stories relevant to the audience: 30+ beach lovers for TUI Beach

Form follows (and enables) function

VR / AR

aa!VIDEOS

PHOTOS

Text

Source : Les Echos, lundi 9 mars 2015

❝ Today, Facebook provides a volume and an audience

almost as massive as TF1. We use it plainly, both in terms of

creative and investment.❞

Caroline Fontaine Head of Brand, Design & Advertising

Air France

4B  video  views  a  day  

The world’s biggest discovery engine

Source : Millward Brown pour Facebook, janvier 2015, USA

Allows me to connect with information I

wouldn’t be aware of

Where I expect to find most new information

Where information is relevant to my

interests

48%  20%  

7%  6%  

Oth

er o

nlin

e so

urc

es

48%  17%  

7%  3%  

Oth

er o

nlin

e so

urc

es

45%  21%  

9%  7%  

Oth

er o

nlin

e so

urc

es

ü Content consumed in a context of receptivity to new messages

ü People more likely to consume content that they were not expecting

Impact from the very first seconds

Source : Nielsen Brand Effect, analysis of 173 campaign, jan 2015

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

Cumulative impact on ad recall

Cumulative impact on brand awareness

Cumulative impact on purchase intent

Total number of seconds of video watched

47%

74% 65%

3 10 30 20 3 10 30 20

32%

3 10 30 20

44%

72%

3. Find the right customers more efficiently – real people marketing

Personal • City/State/Zip • Birthday • Education • Workplace • Relationship status

Social • Likes & interests • Friend connections • Activity (e.g. check-ins) •  Intent

Demographic • Age • Gender • City • Device • Operating System

Custom targeting • Your Loyalty card holders • Your customers • Your App users • Recent (mobile) website visitors • People who look like your best

customers

Travel audiences

People with an Android phone

People who are engaged

People who just returned

from a trip

People with an intent to travel to

London

People who are interested in

soccer

Business travellers

People who like mountain/ski

resorts

Source: Nielsen OCR, August 2013

89%  accurate

38%  The average online reach for narrowly targeted campaigns

(eg women 20-40) is

accurate

The average Facebook reach for narrowly targeted campaigns

(eg women 20-40) is

No proxy’s: reach real people with accuracy

Custom Audiences

Facebook

•  Your email database •  Your mobile app users •  3rd party database •  People who visited your

(mobile) website •  People who booked a

trip online

Matched targets

Lookalike audiences: Find people who are similar to the people you know

She recently booked a cruise

And these people are just like her

Your best customers

Data you own

People who recently booked a trip

Look alike audience

IDC Media Model, 2015 Ad Spend Estimates

$5.5B

$.2B  

2015 marketing spend in Netherlands

Mobile display spend

4. Use and measure the untapped mobile opportunity

60% of people use two or more devices. Nearly 40% use three devices.

Source: Google and TNS “Consumer Barometer,” Oct 2014

39%

Cookies do not allow accurate targeting

Ø  74% of people have more than one cookie

Ø  On a 4-week period, 64% of people use more than one device

0%

5%

10%

15%

20%

25%

30%

1 2 3 4 5 6 7 8 9 >10

Number of cookies per person

Source : Atlas, population Facebook globale, novembre-décembre 2013

Cookie-based serving and measurement is flawed

Cookies don’t work on mobile

•  26% overstatement of reach

•  59% accuracy in demographic targeting

•  41%  understatement of frequency

Source: Atlas internal data, 2014; Nielsen OCR, May 2014

Identity •  Reaching real people •  Measuring real

people’s behavior

65% of conversions that result after a mobile impression take place on desktop.

Identity is critical Measurement around people, not cookies

* Based on FB analysis of 34K ads, 3.2B impression overall, 4.9MM clicks, 300K checkouts, Oct 2013, 2-5 day attribution window, 1 day attribution value

People based measurement: Cross device reporting

Todays Instagram topics

Instagram Audience Insights

Roadmap How-to

@amy

Introduction

>300M monthly actives

21 minutes/day People spend

on Instagram

2.5B likes daily

70M photos shared daily on average

Global figures

Source: Instagram internal data, December 2014

@clausstangl

Source: Facebook internal data for Instagram, January 2015 Data represents Instagrammers mapped with FB account data (~75% of IG audience) “Most active” defined by average # Instagram account sessions per day

18-34 year olds most active

60% female

Instagram Audience Profile

40% male

Driving Brand Impact

97% 16pt 2.7X

OF 240 INSTAGRAM CAMPAIGNS HAVE

GENERATED SIGNIFICANT LIFT IN

AD RECALL

AVERAGE LIFT IN AD RECALL AD RECALL

HIGHER THAN NIELSEN NORMS

landrover Instagram Campaign Benchmarks

~~~~~~~~~~~~~~~~~~~~ ~~~~~~~~~~~~~~~~~~~~

4 Principles

Branding is needed for Ad Recall.

No Branding Branding

No Branding Branding

Concept-Driven

@mcdonalds

Well-Crafted

@herschelsupply

Sequenced Campaigns Work

WHERE ADS ARE OFFERED

CANADA

UNITED STATES

CURRENTLY OFFERED

UNITED KINGDOM GERMANY

AUSTRALIA

FRANCE

JAPAN

BRAZIL

INSTAGRAM VISION

Expanding ad offerings to meet objectives down the funnel

Enabling more targeting capabilities

Making it easier for businesses large and small to buy ads on Instagram

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