Anonymity to identity and other data trends

Blake Chandlee | October 2013

Closing the loop

Targeting real people

Using data strategically

Audiences, not channels

Targeting real people

Radio TV

???

Blakealicious

Targeting real people

Blake Chandlee

Targeting real people

Targeting real people

Source: Nielsen OCR, August 2013

92%accurat

e

78%accurat

e

The average online reach for

broadly targeted

campaigns is

The average Facebook reach

for broadly targeted

campaigns is

Targeting real people

Source: Nielsen OCR, August 2013

89%accurat

e

38%accurat

e

The average online reach for

narrowly targeted

campaigns is

The average Facebook reach

for narrowly targeted

campaigns is

Targeting real people

Closing the loop

Targeting real people

Using data strategically

Audiences, not channels

Audiences, not channels

Audiences, not channelsSource: eMarketer, US, July 2013

Audiences, not channelsSource: eMarketer, US, July 2013

Audiences, not channelsSource: eMarketer, US, July 2013

Audiences, not channelsSource: eMarketer, US, July 2013

Audiences, not channels

The consumption of media has changed

10 – 15x/day

100x/day

Facebook’s mobile growth

88%growth in total

mobile minutes per user

Source: Comscore Media Metrix, US, July 2012 – July 2013

8:207:18

15:45

5:51

July 2012 July 2013

Audiences, not channels

Audiences, not channels

Audiences, not channels

Closing the loop

Targeting real people

Using data strategically

Audiences, not channels

Facebook brings on-Facebook, online, and offline data together to enable granular targeting, including such attributes as:Family status

Life events

Likes/interests

Purchase behavior

Purchase intent

Using data strategically

Using data strategically

# of people in-market for a car in the US(DLX/ Polk – 30.6M for new or used cars)

Females 25–45(FB data)

Who like sports, soccer, or baseball(FB data)

Estimated audience: 360K people

Source: Estimated audience size accessed via Facebook Power Editor, 10/14/13. In-market car buyer data sourced from Datalogix Auto powered by Polk.

Closing the loop

Targeting real people

Using data strategically

Audiences, not channels

Closing the loop, driving business outcomes

The goal

• Increase brand preference among consumers ages 21-34

• Drive sales of its beer during the promotional period

The solution

Bud Light brand ran a Facebook only campaign between Dec 3 – Dec 31, 2012 focused on increasing the reach and frequency of its most engaging “evergreen” posts

Targeting was to fans and non-fans ages 21–34 with an average frequency of 5x.

The success

3.3% Sales lift among households exposed to the ads vs. control group

22.8MUS households exposed by

the campaign, representing 20% of total

US households

6xReturn on ad spend