Source: Facebook internal data, Q1 2015

Video viewing on Facebook is taking off

videos views per day

>4B >75%video views per day

happen on mobile

…and follow-up with the people who viewed your video with a benefit-driven message

With Facebook video ads, the end is just the beginning: Continue sharing your story

Begin your story with a purpose-driven message…

Drive consideration

Drive awareness

Drive affinity

Advance people through the funnel with an end-to-end marketing solution

Video Instagram

Photo/Video

Carousel Ads

Video Link Ad Link Ad

MAI/MAE DPA

What is Sequential Messaging?

Sequential Messaging is a way to push a customer down a funnel by messaging her separate, sequential messages.

Brand awareness Product information Call to action

Source: Adaptly, “New Digital Advertising Study Finds That Sequencing Ads Taking Individual Consumers Down the Marketing Funnel Achieves Better Outcomes Than Sustained Call-To-Action Message, July 2014

Facebook can help you scale

Showcase multiple products in News Feed

Upload your product catalog for dynamic retargeting

Measure true cross-channel lift based on real

people

Source: Facebook internal study across 9k ad sets testing carousel link ads and standard link ads, 1/15/15-2/15/15

The carousel format drives results

30-50%decrease in CPA

20-30%decrease in CPC

When comparing carousel link ads to standard link ads, advertisers saw

Shutterfly used carousel ads to offer promotions to new and existing customers

20%Lift in CTR

“The multi-product ad unit allowed us to display a variety of products we offer at Shutterfly in a clean, engaging way. The ability to control product order placement offered gifting inspiration for our current customers and created a natural introduction of products for our new customers, resulting in a 20%+ increase in click through rate.” — John Boris, Chief Marketing Officer, Shutterfly 

Reach Instagram Viewers on Facebook

Re-engage with your audience

• Raise Awareness: Reach audience with inspiring imagery

• Drive Engagement: Drive further engagement to shift brand perception

• Build Advocacy: Share a unique brand POV visually to build advocacy

• Reinforce Brand Message: Extend the brand conversation to Facebook

• Drive Conversions: Drive on-line or off-line actions with direct response ads

• Increase Frequency: Increase the frequency of your mobile campaign

USE FACEBOOK TO…USE INSTAGRAM TO…

Drive your key brand objectives while also driving downstream actions

Run an

Instagram

branding campaign

Target audience

views the ad on

Instagram

Audience of

Instagram ad

viewers is created

Audience is available

in advertiser’s

Facebook account

Reach the same

people with your

Facebook campaigns

How it works

New Customers

Installed, Yet to act

Reengagement

Retention Resurrection

Segment, Message, & Drive Business ResultsTarget audiences based on app stage & objective and then direct to related experiences

Inform people about items available in their interest / LAL

category

Highlight collections / categories to churned

browsers / buyers

Highlight browsed / related /

complimentary categories to lapsed

buyers

Showcase items that were previously added

to cart to drive purchase in app

Feature collections / categories / popular

/browsed items

Drive to App Drive to Collection Page in App via Deep

Link

Drive to Item in App via Deep Link

Drive to Collection Page in App via Deep Link

Drive to Collection Page in App via Deep Link

Goal: App Install or Web Visit Goal: App or Web Visit Goal: Drive Revenue

Core Audiences

Online and offline sources

Targeting types

Behaviors

Location

Interests

Demographics

Partner Categorie

s

Sample segments

Newly engaged

Android phone user

Premium brand buyers

Interested in gaming

Living in Chicago

Expanding lookalike targeting

10% +

2%-5%

LAL 1%-2%

Similarity

Reach

“The top complaint by far is this, ‘You know me so

well, why aren’t these ads more relevant to

me?’”Andrew “Boz” Bosworth

Head Of Ads Engineeringfor Facebook

300,000,000

20152011 2012 2013 20142010

1M10M

80M

100M

150M

200M

300M

The community is growing rapidly

The path-to-purchase is complex

start shopping on one device and

continue on another

67%

Source: comScore/PayPal “Reaching the Connected Consumer” Custom Surveys, Oct 2013

Cookies are no longer a good proxy for people

74%of people have

more than 1 cookie

15%of people have

10 or more cookies

Source: “Atlas Insight Series: How often do multiple cookies represent one person,” March 2014