Derya Matras Country Director, Turkey

+7bn

Mobile phones globally

Facebook video views

8bn

500m

4bn

3bn

2bn

1bn

75%

on mobile

April 2014 November 2015

Kathy Dykeman Head of Regional Measurement

PERMANENT Today we’re experiencing a

SHIFT in the way we consume media

NOT ABOUT THE ABSOLUTE LENGTH

Mobile and smartphone users continue to grow

57.860.0 61.8 63.2 64.3

22.1

29.6

35.2

40.844.6

0.00

10.00

20.00

30.00

40.00

50.00

60.00

70.00

2014 2015 2016 2017 2018

Milli

ons

Mobile  &  Smartphone  Users,  Turkey,  2014-­‐2018

Mobile  Phone  Users Smartphone  Users

Source: eMarketer, Jul 2015.!

Mobile share of digital will more than double by 2018

10.4%

20.1%

32.4%

41.6%

49.6%

2.7%5.9%

10.2%13.6%

16.4%

2014 2015 2016 2017 2018

Mobile  Ad  Spend  Share  of  Digital  &  Total  Media,  Central  &  Eastern  Europe,  2014-­‐2018

Mobile  Ad  Spending  (%  of  total  digital  ad  spending)Mobile  Ad  Spending  (%  of  total  media  ad  spending)

Source: eMarketer, Sep 2015.!

FB|IG HAS BIGGER REACH THAN ANY OTHER PLATFORM ON MOBILE

MONTHLY ACTIVE REACH

FB|IG has bigger reach than any other platform on mobile

39 FB + 16 IG million

Turkey

Source: Based on Facebook internal data, Sep 2015.

COMPUTING &

MOBILE

CONNECTIVITY

WAY TO ACCESS

CHEAPEST AND MOST

CONVENIENT

Source: “Neuro Mobile” by SalesBrain (study of US adults commissioned by Facebook), May 2015.

And the small screen isn’t so small after all

Source: “Neuro Mobile” by SalesBrain (study of US adults commissioned by Facebook), May 2015.

Perceived view area

2.6X

Visual perception at scale - landscape view

Due to proximity the phone screen packs a bigger punch

82% higher

Attention was found to be

for an ad viewed on a smartphone compared to

TV

79% lower

Similarly, distraction was

on a smartphone screen than on a TV

Source: “Neuro Mobile” by SalesBrain (study of US adults commissioned by Facebook), May 2015.

Mobile gets much better attention from the user

Stimuli viewed on smartphones were found to be statistically higher than on

TV

There was not a statistically significant difference in the emotional intensity evoked by viewing the stimuli on either screen

Mobile leaves an impression

OUR BRAIN PROCESSES

FAST IT TAKES SPLIT SECOND

TO GET THE MESSAGE

INFORMATION QUITE

3 0 ’ ’ A D S ITS NOT ABOUT

RELEVANCE W I L L B E T H E K E Y

TO SUCCESS

NOT ABOUT THE ABSOLUTE LENGTH

What we’re learning

The :03 second audition

Make the first few seconds count

Sight, sound, motion

Embrace the silence

Stories not seconds

Focus on storytelling, not length

Atomized storytelling

Message over time and through the funnel

0 10 20 30

0%

100%

3

Cum

ulat

ive

impa

ct o

n ad

reca

ll

Total seconds of video watched

47%

74%

Source: Nielsen Analysis of 173 FB video campaigns with Nielsen Brand Effect Studies, 2015

Attention span is low - value is delivered early

MARKETING PERSONALISED

AT SCALE Complementing your

traditional media choices

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

W1 W2 W3 W4 W5 W6

FBOnly

TV&FB

TVOnly 8%

Rea

ch

Week Source: 4 studies. Millward Brown Cross Media across Turkey 2015

FB daily reach potential helps build up reach like TV

Source: 3 studies. Millward Brown Cross Media across Turkey 2015

Delivers cost efficient reach over traditional media

5x

2.7x

8%

Source: 3 studies. Millward Brown Cross Media across Turkey

23% TV performs better with FB

synergy

3.4X vs TV TV performs better with other media

TV TOTAL REACH POTENTIAL MAKES IT IMPORTANT - BUT ITS COLLABORATION WITH OTHER MEDIA MAKE IT WORK BETTER

TV total reach potential is important - but its collaboration with other media makes it work

better

WHAT’S NEXT?

How do we solve the problem of mobile measurement?

TV TOTAL REACH POTENTIAL MAKES IT IMPORTANT - BUT ITS COLLABORATION WITH OTHER MEDIA MAKE IT WORK BETTER

GfK Crossmedia Solution will help us move forward in measuring mobile impressions in 2016

Trusted Third Party!

GFK sends hashed FBIDs of its panelists

to TTP!

FB sends hashed

anonymised data on ad impressions!

GFK receives only data for its panelists!

Thank you

Mark Hamilton

Head of Marketing

for business

Facebook as a Video Platform

The shift to mobile has happened

“Wow, Italy is so beautiful!”

Photos

Videos

VR/AR

Text

>8bn

VIDEO VIEWS EVERY DAY ON FACEBOOK

75%

ON MOBILE

88%

GROWTH IN UK V I D E O P O S T S

Infrastructure

Digital vs traditional teams Lack of tools

Comparability

Different KPIs and currencies

Hard to measure

Cookies don’t work Lack of standards

Challenges in shifting to a mobile world

•  The best way to build your brand

•  Accurately plan and predict your campaign

•  Reach the right people

across your target audience

•  Control the frequency of

your campaigns

Reach and Frequency

•  New enhancements for better control and predictability

•  Lower audience

minimums

•  One and two day

campaigns

•  Frequency cap intervals

•  Faster reach prediction

times

•  Six month advance

booking

Reach and frequency is more powerful than ever

Complement your TV campaign reach

with TRP buying

Extend your reach beyond TV…

Beyond the living room and when your

audience is most engaged.

Complement your TV campaign reach with TRP buying

*refers to statistical significance tested at 90% confidence Source: Nielsen Facebook+TV BRAND EFFECT polling with Facebook Marketing Science using Nielsen custom analysis, research commissioned by Facebook, 7 US campaigns, Aug-Sep 2015.

*

*

Ad Memorability Brand Linkage Likeability Linkage (Top 2 Box)

Facebook Only (A) TV Only (B) Cross-Platform (C)

People exposed to both Facebook and TV media exhibited significantly higher Top 2

likeability compared to those exposed to just Facebook or TV only

Facebook + TV makes your campaigns stronger

Real people targeting leads to highly predictable delivery …across

devices

Targeting on TV: Viewers of live sports to reach males 18-34

Targeting on Facebook: Matthew Corbin

Male, age 33

A successful brand awareness campaign has many actors!

Reach Attention Message Quality

Brand Awareness (Measured by ad

recall)

(Other Factors) x

A successful brand awareness campaign has many factors

x x =

Brand Awareness Optimisation •  Reach people who are more likely to pay attention to your ads

Brand Awareness Optimisation Reach people who are more likely to pay attention to your ads

Bring precision to story telling with sequencing

Measuring Brand Impact on Mobile

“If I don’t have time to watch a cool video I found, I want

to save it for later.”

Watch later

“I want to keep watching videos that I like while I

multi-task.”

Watch & scroll

“I like to find a quiet spot to relax and watch cool videos for a while. It’s my time to

unwind.”

Suggested videos

Brand Awareness Optimisation •  Reach people who are more likely to pay attention to your ads

Key Takeaways

- The shift to mobile has happened

- Higher Video Consumption on Mobile

- Higher time spent on Mobile

- Facebook is a video platform

- Various buying options for brands

for business

Tamer Batan

Media and Digital Group Manager, P&G Turkey

Özlem Beyenirsoy

Senior Media Manager Turkcell Turkey

Ozge Gilan

Client Partner, Facebook

Understanding how FB and TV can work together Turkey’s leading hair care brand launched new product technology wıth their new #cesurolmak campaign.

Pantene

6m 20-44yrs women

old reached

9,5% incremental reach over TV with only 5% of Facebook

Budget

2X cost efficient

vs TV at delivering

GRP

4,5 Average

frequency

Getting the message across: we need to talk! Turkey’s leading mobile phone operator, Turkcell, achieved a huge positive shift in perceptions of the company with video creative on Facebook that expertly targeted its loyalty club members and boosted engagement with its existing "Bos Degilim" SMS campaign.

Turkcell

12.6m people reached

(75% of target audience)

5m video views

1.3m page post engagements

15pt ad recall