Mobile Media &

Advertising - Facebook Den mobile revolution: Kreative eksempler

& best practises samt case studies.

Sept 2016

Martin Voetmann

Client & Agency Partner

Global Marketing Solutions - Facebook

Agenda:

A) Facebook & Instagram: Tidsforbrug og antal personer

B) Creativity in a mobile first World. Eksempler på blandt andet billed ads,

moving picture, carousel ads & video ads.

C) Særlige muligheder inklusiv anvendelse af data

D) Case studier

Source: eMarketer, US, 2014

Television

Digital

Mobile

Radio

1950 1960 2000 2010

The shift to mobile has already happened

OUR FACEBOOK COMMUNITY

1.7 BILLIONpeople on Facebook

each month

1 BILLION*people on WhatsApp

each month

1 BILLIONpeople on Groups

each month

900 MILLIONpeople on Messenger

each month

500 MILLIONpeople on Instagram

each month

1+ BILLIONPeople on Facebook every

day

100 MILLIONhours of video watched per

day

19 MILLIONpeople connected via

internet.org

50 MILLIONsmall businesses

using Pages

Q4 ’15 Facebook earnings call; *WhatsApp data, Jan. 2016

or 86% of monthly active people return every day

people access Facebook

every month

＞

3.5M

＞

3.0M

6

Facebook in Denmark

Source: Based on Facebook data, June 2016.

Source: Nielsen Mobile Netview, USA, June 2015.

1 in 5 mobile minutes is spend on Facebook/Instagram

BOTH ESSENTIAL

That’s more than the next 10 mobile

platforms combined.

Design for

mobile

Build for

people

#PLAYMORE

• Use initial seconds to remind people of existing brand/product awareness

• Include brand identity and/or product shots early in creative

• Colors, themes and images consistent with brand’s equity

• Reference themes and/or assets used in other ads

• Use initial seconds to hook people if extended duration required

• Front load elements that create interest

• Capture attention (e.g. scenes with action, vivid backgrounds)

• Establish identity when part of a franchise

• Leverage ad sequencing

Simple Messaging

Example goals:

Creative Tips Deeper Storytelling

Product benefit/feature, functional value proposition, stay top of mind, activate existing customers

Example goals:Create/shift brand affinity, launch product/brand, leverage a tent pole activation, engage new customers

Sponsored ・Vanish

Give beige bras a fresh coast of white.

Sponsored ・

Give vile vests a fresh coat of white.

VanishSponsored ・

Give grubby grows a fresh coat of white.

Vanish

New mothers MenWomen

@adidasUK

CarouselLego

TELL STORIES FROM A DIFFERENT PERSPECTIVE

LEARN MORE

When the asphalt meets the

sand, you're in Neptune's land. Where will the

road take you? The only limit is your imagination.

#roadofimagination

There is a fine line between good and evil

Nearly 9 out of 10 bills… Circulating in the USA Has traces of cocaine Subscribe Now

Narcos-Only on Netflix Narcos-Only on Netflix Narcos-Only on Netflix Narcos-Only on Netflix

the message:this is not a Shakespeare you are used to see

our target:

game of thrones fans

VISUAL REPERTOiRE:

.Blood

.King/QUEENS

.Warriors

24/12

@macbethfilm

VideosAmstel, Nike

Front-loading contextStories without sound Framing your story Telling complementary

stories

Video content for mobile

First TV ad

Mobile feed optimized creative drives real results

Source: Facebook results based on a Nielsen

BrandEffect study of a US Nestle campaign, Dec

20152

2

Original TV spot

Optimized for mobile feed

Simple modifications to Coffee Mate's

TV commercial increased key metrics:

• +7.5pt increase in ad recall

• +7pt increase in product awareness

• +20% 10s+ views

…how much time do you REALLY need to tell a story?

…if you just tell the most interesting part?

Highspeed that blows you away -

with the new Telekom Internet Turbo at home.

Always

Let’s make #LIKEAGIRL mean amazing

things and join us at always.com.

Always

Let’s make #LIKEAGIRL mean amazing things

and join us at always.com.16:9Standard

broadcastformat

SquareFormatted for Mobile

M C D O N A L D S ( B R A Z I L )

Experiment with

visual rhythm

28

from mass marketing

to mass mattering

THE OUTPUT:

MINDSIGHTS PERSONAS

SOLIDLY GREENS2 M

NAIVE DREAMERS2.4 M

FUN HUNTERS5.2 M

SENTIMENTAL KITSCHY MAINSTREAM

3.2 M

MODERNYIN-YANGERS

6.2 M

INTELLECTUALMULTI-KULTIS

3.2 M

SETTLED INDULGERS5 M

GERMAN MINDSIGHTS SEGMENTATION

FUN HUNTERS

MINDSIGHT SEGMENT

Coffee Insight:

“LIFE IS TOO SHORT TO SLEEP. COFFEE KEEPS ME AWAKE.”

FUN HUNTERS

MINDSIGHT SEGMENT

PHASE 1:VIDEO AD

EXAMPLE: TCHIBO B&W CAMPAIGN, GERMANY

MINDSIGHT SEGMENT

SENTIMENTAL

KITSCHY

MAINSTREAM

Coffee Insight:

“COFFEE ENHANCES THE SWEET MOMENTS OF MY LIFE.”

MINDSIGHT SEGMENT

SENTIMENTAL

KITSCHY

MAINSTREAM

PHASE 1:VIDEO AD

EXAMPLE: TCHIBO B&W CAMPAIGN, GERMANY

USE THE THUMB

Nescafe - 360

video

A new space for big ideas

Source: Kissmetrics anayltics infographic: https://blog.kissmetrics.com/loading-time/?wide=1

VISIT OUR

WEBSITE

Click HereClick Here

12345WELCOME

40% of consumers abandon a

site that takes over 4 seconds

to load.

On mobile, you need to be fast

Mr porter

Building a brand love that fizzes

Coca-Cola found that Facebook drives, on average, both attention and engagement

better than any other media. Targeting a huge audience with a campaign to build brand

love, the iconic drinks corporation inspired people to drink, share and talk about Coca-

Cola.

Coca-Cola

"Facebook is a key media for most Coca-Cola campaigns due to its strong affinity and reach among younger

segments, known as challenging audiences to get through to. The media is providing great worth in terms of

dialogue, awareness and engagement – paramount KPIs across all Coca-Cola brands.”

Johnni Rosenquist, Digital Team Director, Carat Denmark

117 reach on

Facebook vs TV index

100 and YouTube

index 62

24% of people who saw

the ad on Facebook

remembered it

10% of people who saw

the ad on Facebook felt

like drinking a Coke

Key take aways:

1. Design content mobile-first

2. Video: sound off, 1:1, front loaded,

extending TV

3. Static: use Instagram’s inspiration and set

the bar for creativity.

4. Review creative mobile-first

5. Measuring real business metrics, not

proxies

6. Build for people - use FB’s rich data and

insights to inform creative & strategy.

7. Build for people - personalize for relevance

without sacrificing reach & scale.

8. #playmore with Facebook & IG’s diverse

canvas based on your objectives. Learn

fast.

Questions?