Winning Strategies with Facebook Ads: Steketee @Marketingland #SMX #Social
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Addressomo MARKETING LAND WINNING STRATEGIES WITH FACEBOOK ADS SMX Social Media Marketing 2014 November 19 - 20, 2014 ARIA Resort & Casino - Las Vegas, NV #SMXSOCIAL14 ADDRESSABLE + SOCIAL + MOBILE ADDRESSABLE + SOCIAL + MOBILE Presented by: Paul Steketee Founder & Managing Director The Addressomo Corporation E: [email protected] W: addressomo.com F: facebook.com/Steketee T: twitter.com/steketee L: linkedin.com
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Winning Strategies With Facebook Ads (#smx #13B) From branding to content marketing to performance marketing, companies are finding success with Facebook ads. In this session, we’ll hear about innovative ways advertisers are tapping into Facebook’s evolving capabilities, using first-party data and testing ad formats and messaging to meet engagement and revenue goals for their businesses. Moderator: Ginny Marvin, Contributing Editor, Search Engine Land (@ginnymarvin) Q&A Coordinator: Michelle Stinson Ross, Social Media Marketing Manager, Offers.com (@SocialMichelleR) Speakers: Beth Horn, Retail Business Lead, Facebook (@bethhorn) Ian Mackie, Directory of Strategy, Point It (@point_it) Paul Steketee, Managing Partner, Marketing & Strategy, Addressomo (@steketee)
Transcript of Winning Strategies with Facebook Ads: Steketee @Marketingland #SMX #Social
Addressomo
MARKETING LAND
WINNING STRATEGIES WITH FACEBOOK ADS
SMX Social Media Marketing 2014 November 19 - 20, 2014 ARIA Resort & Casino - Las Vegas, NV
#SMXSOCIAL14
ADDRESSABLE + SOCIAL + MOBILE
ADDRESSABLE+ SOCIAL
+ MOBILE
Presented by: Paul Steketee Founder & Managing Director The Addressomo Corporation E: [email protected] W: addressomo.com
F: facebook.com/Steketee T: twitter.com/steketee L: linkedin.com
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© 2014 The Addressomo Corporation.
ADDRESSABLE + SOCIAL + MOBILE
MARKETING + ADVERTISING + MEDIA
We’ve Gone MobileThis is a Pivotal Moment
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© 2014 The Addressomo Corporation.
ADDRESSABLE + SOCIAL + MOBILE
MARKETING + ADVERTISING + MEDIA
We’ve Gone MobileThis is a Pivotal Moment
Source: Mary Meeker Internet Trends 2014
Mobile Desktop Mobile Desktop
Time Spent Ad$ Spent
$30 Billion Opportunity
Source: Meeker ‘14
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© 2014 The Addressomo Corporation.
ADDRESSABLE + SOCIAL + MOBILE
MARKETING + ADVERTISING + MEDIA
We’ve Gone MobileThis is a Pivotal Moment
27%All Mobile Time
Spent daily
Facebook & Instagram
Source: Comscore ‘13
More Change In Last 2 Years Than
Previous 50
Source: Mary Meeker Internet Trends 2014
Mobile Desktop Mobile Desktop
Time Spent Ad$ Spent
$30 Billion Opportunity
Source: Meeker ‘14
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© 2014 The Addressomo Corporation.
ADDRESSABLE + SOCIAL + MOBILE
MARKETING + ADVERTISING + MEDIA
We’ve Gone MobileThis is a Pivotal Moment
27%All Mobile Time
Spent daily
Facebook & Instagram
Source: Comscore ‘13
More Change In Last 2 Years Than
Previous 50
Source: Mary Meeker Internet Trends 2014
Mobile Desktop Mobile Desktop
Time Spent Ad$ Spent
$30 Billion Opportunity
Source: Meeker ‘14
“The Convergence Of Social & Mobile Has Given An
Addressable Audience Online That's 100 Times Bigger Than
Ever Before”
Jonah Peretti, Founder, BuzzFeed
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© 2014 The Addressomo Corporation.
ADDRESSABLE + SOCIAL + MOBILE
MARKETING + ADVERTISING + MEDIA
MORE TIME SPENT ON JUST A FEW PLATFORMS
Source: Comscore ‘13
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© 2014 The Addressomo Corporation.
ADDRESSABLE + SOCIAL + MOBILE
MARKETING + ADVERTISING + MEDIA
MORE TIME SPENT ON JUST A FEW PLATFORMS
Facebook Instagram Twitter Google Youtube Yahoo! Pinterest Microsoft
Mobile Time Spent Per Day in Minutes
Source: Comscore ‘13
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© 2014 The Addressomo Corporation.
ADDRESSABLE + SOCIAL + MOBILE
MARKETING + ADVERTISING + MEDIA
MORE TIME SPENT ON JUST A FEW PLATFORMS
Facebook Instagram Twitter Google Youtube Yahoo! Pinterest Microsoft
Mobile Time Spent Per Day in Minutes
IN APPSTIME
86%
Source: Comscore ‘13
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© 2014 The Addressomo Corporation.
ADDRESSABLE + SOCIAL + MOBILE
MARKETING + ADVERTISING + MEDIA
Mobile Demands a New Breed of Platforms & Technologies
©"LUMA"Partners"LLC"2014
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
Exchanges DSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAY(LUMAscape
MARKETER
PUBLISHER
CONSUMER
i
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company
Many existing targeting, tracking, and digital ad formats are not efficient in mobile
©"LUMA"Partners"LLC"2014
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
Exchanges DSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAY(LUMAscape
MARKETER
PUBLISHER
CONSUMER
i
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company ©"LUMA"Partners"LLC"2014
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
Exchanges DSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAY(LUMAscape
MARKETER
PUBLISHER
CONSUMER
i
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company
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e 1
of 1
© 2014 The Addressomo Corporation.
ADDRESSABLE + SOCIAL + MOBILE
MARKETING + ADVERTISING + MEDIA
©"LUMA"Partners"LLC"2014
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
Exchanges DSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAY(LUMAscape
MARKETER
PUBLISHER
CONSUMER
i
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company
Agencies
Planning & Buying Tools
Audience & Data Partners
Measurement & Analytics Tools
Verification & Certification Providers
Ad Servers
Exchanges, Networks, DSPs, SSPs
©"LUMA"Partners"LLC"2014
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
Exchanges DSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAY(LUMAscape
MARKETER
PUBLISHER
CONSUMER
i
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company ©"LUMA"Partners"LLC"2014
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
Exchanges DSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAY(LUMAscape
MARKETER
PUBLISHER
CONSUMER
i
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company ©"LUMA"Partners"LLC"2014
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
Exchanges DSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAY(LUMAscape
MARKETER
PUBLISHER
CONSUMER
i
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company
That is not a bad thing … Less is always More …
©"LUMA"Partners"LLC"2014
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
Exchanges DSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAY(LUMAscape
MARKETER
PUBLISHER
CONSUMER
i
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company ©"LUMA"Partners"LLC"2014
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
Exchanges DSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAY(LUMAscape
MARKETER
PUBLISHER
CONSUMER
i
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company Like-a
Mobile Demands a New Breed of Platforms & Technologies
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of 1
© 2014 The Addressomo Corporation.
ADDRESSABLE + SOCIAL + MOBILE
MARKETING + ADVERTISING + MEDIA
©"LUMA"Partners"LLC"2014
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
Exchanges DSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAY(LUMAscape
MARKETER
PUBLISHER
CONSUMER
i
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company
Agencies
Planning & Buying Tools
Audience & Data Partners
Measurement & Analytics Tools
Verification & Certification Providers
Ad Servers
Exchanges, Networks, DSPs, SSPs
©"LUMA"Partners"LLC"2014
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
Exchanges DSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAY(LUMAscape
MARKETER
PUBLISHER
CONSUMER
i
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company ©"LUMA"Partners"LLC"2014
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
Exchanges DSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAY(LUMAscape
MARKETER
PUBLISHER
CONSUMER
i
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company ©"LUMA"Partners"LLC"2014
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
Exchanges DSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAY(LUMAscape
MARKETER
PUBLISHER
CONSUMER
i
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company
That is not a bad thing … Less is always More …
©"LUMA"Partners"LLC"2014
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
Exchanges DSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAY(LUMAscape
MARKETER
PUBLISHER
CONSUMER
i
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company ©"LUMA"Partners"LLC"2014
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
Exchanges DSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAY(LUMAscape
MARKETER
PUBLISHER
CONSUMER
i
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company Like-a
& it’s easier on our eyes…
Mobile Demands a New Breed of Platforms & Technologies
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© 2014 The Addressomo Corporation.
ADDRESSABLE + SOCIAL + MOBILE
MARKETING + ADVERTISING + MEDIA
©"LUMA"Partners"LLC"2014
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
Exchanges DSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAY(LUMAscape
MARKETER
PUBLISHER
CONSUMER
i
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company ©"LUMA"Partners"LLC"2014
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
Exchanges DSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAY(LUMAscape
MARKETER
PUBLISHER
CONSUMER
i
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company
The Facebook “Stack” Simplifies The Ad Tech StackThat is not a bad thing … Less is always More …
Agencies
Like-a
Atlas
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© 2014 The Addressomo Corporation.
ADDRESSABLE + SOCIAL + MOBILE
MARKETING + ADVERTISING + MEDIA
How Facebook Continues to Lead The Way
70% of online traffic associated with a Facebook Profile
Facebook has overcome the tracking hurdles associated with
cookies
Cross Device, Cross Platform
Reach extension across multiple mobile opportunities
Facebook Audience Network
People Not Cookies FB ID is 1 to 1 Expansive Reach
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© 2014 The Addressomo Corporation.
ADDRESSABLE + SOCIAL + MOBILE
MARKETING + ADVERTISING + MEDIA
Targeting Real People Creates Real Efficiencies
Mobile & tablet tracking challenges Cross device tracking
3rd Party Cookie Unique ID
Accurate
Persistent
Cookie deletion
Browser opt out (threat)
Cookies Per
Person
1ActualReal
Person
3+
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© 2014 The Addressomo Corporation.
ADDRESSABLE + SOCIAL + MOBILE
MARKETING + ADVERTISING + MEDIA
Mobile Expansion: Audience NetworkLink PostsVideo posts
Even More Scale with a tick of a box
No additional targeting or creative needed
Atlas
From Brand to DR to Commerce — Real Marketing Outcomes
Nespresso USAHoliday eCommerce + Product Expansion
Success StoriesFacebook Ads Deliver Through The Funnel
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© 2014 The Addressomo Corporation.
ADDRESSABLE + SOCIAL + MOBILE
MARKETING + ADVERTISING + MEDIA
Most Efficient Form of Prospecting: Facebook
NewsFeed CTR
4.8%
New Customer Acquisition
#1
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© 2014 The Addressomo Corporation.
ADDRESSABLE + SOCIAL + MOBILE
MARKETING + ADVERTISING + MEDIA
Best Source of New Customers: Facebook
More than Search
2.5x
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© 2014 The Addressomo Corporation.
ADDRESSABLE + SOCIAL + MOBILE
MARKETING + ADVERTISING + MEDIA
3 Things You Can Do Today To Get Started
3
Leverage the Full Suite of Facebook Ad Products & Placements: Multi-Product Listing, Video, Desktop, Mobile, Newsfeed, RHS
Place the Facebook Conversion Pixel & Target, Measure Real People, Not Cookies!
Be ready for Off Platform Growth by harnessing current on platform Techniques
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Addressomo
MARKETING LAND
WINNING STRATEGIES WITH FACEBOOK ADS
SMX Social Media Marketing 2014 November 19 - 20, 2014 ARIA Resort & Casino - Las Vegas, NV
#SMXSOCIAL14
ADDRESSABLE + SOCIAL + MOBILE
ADDRESSABLE+ SOCIAL
+ MOBILE
Presented by: Paul Steketee Founder & Managing Director The Addressomo Corporation E: [email protected] W: addressomo.com
F: facebook.com/Steketee T: twitter.com/steketee L: linkedin.com
THANK YOU!
