'Tis the Season: Leveraging Social Media Ad Campaigns for the Holidays
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Transcript of 'Tis the Season: Leveraging Social Media Ad Campaigns for the Holidays
MediaMath and Upcast Social Talk Programmatic Best Practices
‘Tis The Season: Leveraging Social Media Ad Campaigns
for the HolidaysNovember 13th, 2014
• Agile social adtech SaaS for advertisers and brands• Provides the ability to create, manage, and optimize
large-scale social ad campaigns• Proven to increase performance by more than 80%• Upcast Social is now part of the MediaMath family
About Upcast
2014 Holiday Shopping Season: Opportunities and Challenges
Modest overall increase in US retail sales: +5% vs +3.4% (2013)
Larger portion of US Ecommerce sales: 16.6% vs 15.3% (2013)
US Mcommerce continues to grow: 19% vs 16% (2013)
Challenge – Short season 28 days vs 31 days (2013)
Source: eMarketer
Have you made a purchase as a result of an engagement with a social networking site within the past 12 months?
Social Media: Driving Shoppers to Purchase
2013
2014
0% 5% 10% 15% 20% 25% 30% 35%
18%
30%
Yes
Source: MarketLive
Social Will Affect This Holiday Season Shopping Behavior More Than Ever
Source: MarketLive
The Role of Social Media in Driving Purchase
Facebook plays a vital role in discovery. It’s a way for your friends and others whose opinions you trust to guide you towards new forms of content or entertainment that you wouldn’t necessarily have chosen – or even ever seen – for yourself.
Howard DaviesUK Media Strategy Lead, Deloitte
Facebook & Twitter: At the Heart of Social & Mobile
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Monthly Active User (Millions)
Providing Brands the Benefit of:Premium inventory – in-stream placement
Avg CTR 2.09% Facebook Newsfeed vs 0.04% Display
Avg engagement rate for Promoted Tweets 0.33%-1.02%
Ability to target – demographics, interests, connectionsAverage online reach accuracy for narrow-targeted campaigns 89% (Facebook) vs 38% (Online average) Source: Nielsen OCR
Engagement & social contextLike, Share, Comment, and Retweet offers & ads
Real-time advertising and capture consumers’ attention at key moments
1Holiday Season Best Practices
Launch early to own Holiday share of voice but sustain the message
When Are People Making Their Holiday Shopping Decisions?
OCT NOV
BEFORE: 46% of US shoppers who used Facebook before shopping did so to look up holiday promotions, deals, and gift ideas
Source: Millward Brown, Facebook
OCT NOV DEC JAN
33% of UK men on Facebook say they will do
their shopping in October/November
48% of UK women on Facebook say they will do their shopping in October/November
Xmas Eve
19% of UK men say they will still be
shopping on Christmas Eve
8% of UK women say they will still be
shopping on Christmas Eve
DURING: 65% of US shoppers accessed their phones for a shopping-
related activity; and, while shopping in-store, those people used Facebook at 4X the rate of any other app or search.
Source: Millward Brown, Facebook
When Are People Making Their Holiday Shopping Decisions?
AFTER: 89% of US shoppers who shared their holiday shopping experience on a social network did so on Facebook
DEC JAN
Xmas Eve
Source: Millward Brown, Facebook
When Are People Making Their Holiday Shopping Decisions?
Plan AheadTop holiday spending days in US:
Black Friday (November 28th) Small Business Saturday (November 29th) Cyber Monday (December 1nd) Green Monday (December 8th) Free Shipping Day (December 18th)
Source: Facebook
2Holiday Season Best Practices
Create social-specific offers
Source: MarketLive
Recommended Promotional Ad Units
Facebook Offer Ad Twitter Lead Gen Card
3Holiday Season Best Practices
Utilize social as a DR ecomm channel
Test, Test and Repeat
Facebook and Twitter allow for advanced
ecommerce conversion tracking and optimization Implement Facebook conversion pixels Integrate with 3rd party tracking – click & view tags
for managing multi-channel attribution
Retargeting for Direct Response
Facebook Custom Audience (FBM) Twitter Tailored Audience
CRM data – email address matching CRM data – email address matching
Website – pixels / visitors Website – pixels / visitors
Mobile – mobile app users & actions 1P party data from MediaMath (via T1)
Recommended DR Ad Formats
Facebook Multi-Product Ad Facebook Link Ad
Twitter Promoted Tweet
Recommended DR Ad Formats
DR Case Study: Multi-Product Ads on Mobile Improve Performance for Retailers
Facebook Multi Product Ad
42% CTR increase
45% CPA decrease
Source: Facebook
4Holiday Season Best Practices
Video – The next big thing in social
Source: comScore
The Opportunity With Video on Social• Facebook is now a prime delivery channel for video
While maintaining advantages of social context and engagement
• Reach the right people with robust targeting
• Capture attention with sight, sound, and motion
• Advance people through the purchase funnelAbility to reach people who have shown an interest in your brand
• Get started quickly by leveraging existing TV assets
Facebook Video: Higher Engagement & Reach
Complement TV Reach & Frequency With Facebook Video Ads
Source: Nielsen XCR Mid campaign report
Recommended Video Ad Formats
Facebook Video Ad Twitter Promoted Video
5Holiday Season Best Practices
Retarget your existing customers on Twitter via Tailored Audiences
Retarget Your Audience on Twitter Via Tailored Audiences Organize MediaMath pixels and brand based Twitter
handles into Tailored Audiences within the MediaMath T1 app
Retarget users on Twitter using Upcast’s powerful ads platform
Engage existing customers via mobile app or promoted tweet ad formats
Leverage your T1 customer base via Upcast
A user visits the boots section of the Cobbler’s Shoes website.
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MediaMath notifies Twitter that this audience can be included in the ”High End Boots” tailored audience.
3 That same audience will see highly relevant Promoted Tweets from @CobblersShoesNYC in their Twitter timeline.
4
High End Boots
Based on the user’s onsite behavior and other attributes, the user is added to the appropriate audience in T1.
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Tailored Audiences Recommended Ad Formats
Twitter Promoted Tweet – (website card)
Summary – Social Best Practices
1. Launch early to own Holiday share of voice but sustain the message
2. Create social-specific offers
3. Utilize social as a DR ecomm channel
4. Use video – The next big thing in social
5. Retarget using Twitter Tailored Audiences
3 Quick Wins for the Holidays
1. Leverage TV assets through Facebook Video Ads
2. Utilize ecommerce mobile apps to drive revenue – existing and new customers
3. Retarget your existing customers on Twitter using Tailored Audiences
Unique Capabilities of FBM and FBX U N I Q U E C A PA B I L I T I E S
FBM FBXTarget using Facebook data or Facebook look alike model
Target using 3rd party data or 3rd party look alike models
Broader variety of ad units Video Mobile Display
User-level reporting Incrementality / Placebo Deduplicated conversions for cross
channel reporting Pathway report
Cross-device targeting for 1st party audiences
Cross channel Frequency capping
Bid using Facebook's algorithm Bid using MediaMath or custom algorithm
Combining FBM and FBX: Remarketing
Do you want to:
Use video creative?
Target mobile?
Use ad types other than Page Post or Right Hand Side?
IF YES
IF NO
Use FBM
Use FBX
For remarketing, leverage FBM for its wider variety of ad units, and use FBX for everything else in order to maximize your reporting insights. It’s the best of both worlds!
Combining FBM and FBX: ProspectingDo you want to:
Use video creative?
Target mobile?
Use ad types other than Page Post or Right Hand Side?
Use Facebook’s data and / or Facebook’s look alike model?
IF YES
IF NO
For prospecting, the same considerations apply, but you should also consider the source of your audience data.
Use FBM
Use FBX
ROI, Acceleration, Results
Marketing OS
How to get started
There are two ways to get started with paid social campaigns using Upcast:
MediaMath clients: contact your MediaMath account managerNew clients: email [email protected]
For more information on how you can give yourself a holiday gift by boosting your social campaigns, visit
upcastsocial.com
This was the year in which online sales wagged the entire retailing dog. And the unprepared are being left behind.
BBC News January 2014