Facebook Video Unplugged (Turkey - 2015)
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Transcript of Facebook Video Unplugged (Turkey - 2015)
Derya Matras Country Director, Turkey
+7bn
Mobile phones globally
Facebook video views
8bn
500m
4bn
3bn
2bn
1bn
75%
on mobile
April 2014 November 2015
Kathy Dykeman Head of Regional Measurement
PERMANENT Today we’re experiencing a
SHIFT in the way we consume media
NOT ABOUT THE ABSOLUTE LENGTH
Mobile and smartphone users continue to grow
57.860.0 61.8 63.2 64.3
22.1
29.6
35.2
40.844.6
0.00
10.00
20.00
30.00
40.00
50.00
60.00
70.00
2014 2015 2016 2017 2018
Milli
ons
Mobile & Smartphone Users, Turkey, 2014-‐2018
Mobile Phone Users Smartphone Users
Source: eMarketer, Jul 2015.!
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.!
FB|IG HAS BIGGER REACH THAN ANY OTHER PLATFORM ON MOBILE
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.
COMPUTING &
MOBILE
CONNECTIVITY
WAY TO ACCESS
CHEAPEST AND MOST
CONVENIENT
Source: “Neuro Mobile” by SalesBrain (study of US adults commissioned by Facebook), May 2015.
And the small screen isn’t so small after all
Source: “Neuro Mobile” by SalesBrain (study of US adults commissioned by Facebook), May 2015.
Perceived view area
2.6X
Visual perception at scale - landscape view
Due to proximity the phone screen packs a bigger punch
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 by Facebook), May 2015.
Mobile gets much better attention from the user
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
OUR BRAIN PROCESSES
FAST IT TAKES SPLIT SECOND
TO GET THE MESSAGE
INFORMATION QUITE
3 0 ’ ’ A D S ITS NOT ABOUT
RELEVANCE W I L L B E T H E K E Y
TO SUCCESS
NOT ABOUT THE ABSOLUTE LENGTH
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
0 10 20 30
0%
100%
3
Cum
ulat
ive
impa
ct o
n ad
reca
ll
Total seconds of video watched
47%
74%
Source: Nielsen Analysis of 173 FB video campaigns with Nielsen Brand Effect Studies, 2015
Attention span is low - value is delivered early
MARKETING PERSONALISED
AT SCALE Complementing your
traditional media choices
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
W1 W2 W3 W4 W5 W6
FBOnly
TV&FB
TVOnly 8%
Rea
ch
Week Source: 4 studies. Millward Brown Cross Media across Turkey 2015
FB daily reach potential helps build up reach like TV
Source: 3 studies. Millward Brown Cross Media across Turkey 2015
Delivers cost efficient reach over traditional media
5x
2.7x
8%
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 MAKES IT IMPORTANT - BUT ITS COLLABORATION WITH OTHER MEDIA MAKE IT WORK BETTER
TV total reach potential is important - but its collaboration with other media makes it work
better
WHAT’S NEXT?
How do we solve the problem of mobile measurement?
TV TOTAL REACH POTENTIAL MAKES IT IMPORTANT - BUT ITS COLLABORATION WITH OTHER MEDIA MAKE IT WORK BETTER
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!
Thank you
Mark Hamilton
Head of Marketing
for business
Facebook as a Video Platform
The shift to mobile has happened
“Wow, Italy is so beautiful!”
Photos
Videos
VR/AR
Text
>8bn
VIDEO VIEWS EVERY DAY ON FACEBOOK
75%
ON MOBILE
88%
GROWTH IN UK V I D E O P O S T S
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
• 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
• 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
booking
Reach and frequency is more powerful than ever
Complement your 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
*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
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
A successful brand awareness 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 =
Brand Awareness Optimisation • Reach people who are more likely to pay attention to your ads
Brand Awareness Optimisation Reach people who are more likely to pay attention to your ads
Bring precision to story telling with sequencing
Measuring Brand Impact on Mobile
“If I don’t have time to watch a cool video I found, I want
to save it for later.”
Watch later
“I want to keep watching videos that I like while I
multi-task.”
Watch & scroll
“I like to find a quiet spot to relax and watch cool videos for a while. It’s my time to
unwind.”
Suggested videos
Brand Awareness Optimisation • Reach people who are more likely to pay attention to your ads
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
for business
Tamer Batan
Media and Digital Group Manager, P&G Turkey
Özlem Beyenirsoy
Senior Media Manager Turkcell Turkey
Ozge Gilan
Client Partner, Facebook
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
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