Brendan Almack, Client Director, @el_brennerRoisin Linnie, Head of Social, @roisinthora

Hello

Fake News!

Consumer Trust

Bad Ads

*IAB

Not All Social Media Channels are born equalThere’s Facebook & There’s Everyone Else

Social continues to eat display

Social continues to eat display

Monthly Active Users

Pace of InnovationInnovations Released

Why is Facebook such a Powerful Advertising Platform?

The Ad Formats Have Evolved…

The Ads Have Evolved….

The Ads Have Evolved….

…but the KPI hasn’t.

1. Full Funnel Strategy

2. Audience Segmentation

3. Integration

The user journey has many touch points

x5 times

Awareness & Interest

Consideration

Action

Advocacy

Audience Segmentation

Results

ROAS: 30:1 for DPAs

Canvas View Rate: 75 seconds

Video CTR: 13.5%

CPV: €0.01+300,000 Engagements

+1500 Photo Entries X 300 Facebook Friends = 450,000 Reach

Key Takeaways

1. Be bold, select a conversion based KPI

2. Map out the customer journey

3. Plan your campaign out using a funnel, allocate different ad formats, targeting, KPIs at each stage

4. Integrate activity across channels, share audiences and data

5. Segment your audience at each stage of the funnel

6. What if your KPI is in-store sales?

Closing the Loop on In-Store Purchases

Measure Offline Events

• E-receipts to capture data in-store

• Upload e-receipt emails to Facebook

• 51% match rate

• Use Offline events reporting in Facebook

For Every 1 Online Sale, Facebook Generated an Additional 4 In-Store Sales.

Thank you!