Agencies Planning-Buying Full-Toolkit Download

Agency
planning
toolkit
Our Agency Planning Toolkit
brings together the latest and most
actionable statistics and resources
from across Facebook to create
a one-stop resource for agencies.
01 Introduction 02 Insights
• The facts • Mobile and video
• Advertising on Facebook • Stories
• Facebook and TV
• Brand building
• Direct Response
03 Measurement 04 Tools
• Measurement on Facebook • Self-service tools
• Brand safety • Case studies
• Viewability
05/10/2020 Agency Planning Toolkit 2

01 Introduction
• The facts
• Advertising on Facebook

01 Introduction | The facts
People tie it all together. People are what matter.
2.6 Billion 1 Billion 1 Billion 1.3 Billion

People on Facebook People on Instagram People reached 10Messenger
People use Billion
each month each month through Audience each month
messages are
Network each month sent between
businesses
and customers
every month
Source: Facebook earnings, Q1 2020

Facebook family of apps leads in

membership across all social platforms
Members Visitors/Users
70.8 69
67.7
61.9 61.6
54.9 56
52.3 50.6
46.9 45.2
39.5 39.7 37.8
31.4 32.5
27.6
21.5
18.5 %
16
Facebook YouTube WhatsApp Facebook Instagram WeChat Twitter TikTok + LinkedIn Snapchat
Messenger
*GWI Definitions:
M em bers – People who say they have an account on the platform in question.
Source: GlobalWebIndex, Q1 2020 Visitors/Users – People who say that, within the last month, they have visited or used a social network’s website or app via any device.

More placements, more opportunities

for better results
2% 7%
lower cost per
6%
higher more
conversions thousands reach
(CPM)
Source: “Liquidity in action: Evidence for how placement and audience liquidity ”, Facebook IQ whitepaper, March 2019 drive value
01 Introduction | Advertising on Facebook
Objectives
Boost your results
Conversations
by running ads across
Engagement
Generation
awareness
Messages
the Facebook family
Catalog
installs
Traffic
Reach
Brand
Video
views
Store
Sales
Visits
Lead
App
Facebook Feed ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
Facebook Marketplace ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
Available placements for optimization
Facebook Instant Articles ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
Facebook In-Stream Videos ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
Facebook Search Results ✓ ✓ ✓ ✓ ✓
Instagram ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
Instagram Explore ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
Instagram Stories ✓ ✓ ✓ ✓ ✓ ✓ ✓ *✓ * ✓ ✓ ✓ ✓ ✓
Messenger Home ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
Audience Network ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
Audience Network In-Stream Videos ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
Audience Network Rewarded Videos ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓

✓ Auction buying ✓ Reach and frequency buying
*Only available with automatic placement or
manual placement if Facebook Feed is also selected
02 Insights
• Mobile and video
• Stories
• Facebook and TV
• Brand building
• Direct Response
• Viewability

02 Insights
• Mobile and video

• Stories
• Facebook and TV
• Brand building
• Direct Response

02. Insights | Mobile and video
Mobile transformed how people

connect and consume content
faster scrolling
through mobile
80 % message
3.10
News Feed vs.
desktop News Feed3
41%
of adults every day1
hours
91
of teens
% spent on
mobile
per day2
10
Source: 1. Facebook internal data, Oct 2019 Data 2. Emarketer, US Time spent with mobile 2019 3. Facebook internal data, global, March 2017
05/10/2020 Agency Planning Toolkit

When it comes to mobile, we're turning to video
79 % 3x 79 %
of consumers would the engagement when a of mobile data will

rather watch a video to brand name and message be video by 20221
learn about a product3 are presented in the first
ten seconds of a video ad2
Sources: 1. Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2016-2021 2. Facebook Business, News January 2018 3. Cisco Feb 2019

Traditional narratives
Mobile video is Tend not to show the brand in the first few seconds
a complement to Adapted to mobile

Tend to be a longer length and show the brand in
your media plan

the first few seconds
Mobile first
Tend to be shorter in length and show the brand in
the first few seconds
Mobile-first ads are watched for
longer and are more memorable
31% 46%
Adapted Mobile first
to mobile
Aided recall
23%
Traditional
narratives
Source: Facebook internal data, March 2019

Viewed time

02 Insights | Stories
1 Billion
stories are
shared across
the Facebook
Family of Apps
every day
Source: Facebook internal data, January 2019

After seeing a product

or service in stories…
of people say
they've browsed
44% a brand's website
to get more
information
Source: Facebook IQ, Facebook Stories survey by Ipsos (Facebook-commissioned survey of

4,508 people ages 13-54 in the UK, France and Germany), Aug 2018.

After seeing a product

or service in stories…
40%
people have visited
a website to buy it
Source: Facebook IQ, Facebook Stories survey by Ipsos (Facebook-commissioned survey of

4,508 people ages 13-54 in the UK, France and Germany), Aug 2018.

Buying Stories ads with other

placements drives efficiency
Placement Optimisation with Stories can
provide up to 35% better cost per
incremental ad recall outcome
Multi-cell testing has shown that adding

Stories with 9:16 creative to your feed
campaign can boost the efficiency of
your brand outcomes by 35%
Delivery % to Stories is not indicative

of performance
Source: Facebook internal data, May 2019

02 Insights | Facebook and TV
Multiscreen
is mainstream 94 %
of people keep a
smartphone on hand
while watching TV
of TV-watching
75 %
distractions are
from other devices
in the room
Sources: 1. Facebook IQ, January 2018

Turn up the volume on

1.3x
more than
expected
your media campaigns
29%
Exposure on both TV and Facebook
gives a higher-than-expected uplift
22%
EXPECTED
13%
ACTUAL
8%
Source: “TV + Facebook—Turn up the volume on your media campaigns,” Facebook IQ, July 2017 Likelihood to buy based on all media exposure
Integrating TVC and Facebook drives greater

consideration and association
Consideration
100% 241%
Favourability
100% 147%
Different creatives Unified creatives
Source: Kantar Millward Brown analysis (commissioned by Facebook) of 41 advertising campaigns from 2014 – 2017 across Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam.

02. Insights | Brand building
average
Digital channels outdo TV increase
when it comes to brand lift in ad recall2
+8.4%
average
increase
in brand
Across 500+ product
average awareness1
Facebook Brand Lift increase
campaigns, we saw: in intent1
+2.6%
+1.2%
Sources: 1 - Facebook Marketing Science Study, Oct 2018, US and UK. 2 - North America Facebook 462 studies
for ad recall, 1045 studies for brand product awareness and 666 studies for intent, studies until Oct 2018

Longitudinal brand equity
study with Les Binet
Brand 8.05%
8.27%
awareness can
16.9%
18% 14.7%
5.62%
16%
be built over 14%

3.32%
3.70%
12.10%
time from
9.56%
12%
8.61%
10% 8.63%
scratch 8%
5.28%
5.86%
6.47%
6.65%
6%
Average Brand Lift
4%
Average Test
2% Average Control
0%
Source: Facebook Marketing Science Study, Oct 2018, US and UK
Apr 2018 May 2018 Jun 2018 Jul 2018 Aug 2018
Common characteristics
of high performing brands
1. Mobile-first
creative
• 15 seconds or shorter
• Built for sound off
• Square or vertical

Common characteristics
of high performing brands
2. Multi-asset
ad sets

02. Insights | Direct Response
What are the opportunities
for your brands?
Performance is
about driving all Long-term direct
relationships building
consumer actions
Leads, subscriptions
and sampling
• Action can be a lead, install or purchase
Driving online and offline
• Ads can be optimised in real-time or sales; direct or via
near real-time based on measurement ecommerce partnerships
• Spend is based on consumer actions, as Mobile app installs

opposed to reach or impressions served and events
Retargeting based on intent,

re-engage lapsed buyers
24
02. Insights | Direct Response
Signals-driven marketing is the use of customer interactions

to improve reach, optimisation and measurement
Measure Facebook
Track conversions/actions pixel
on your ads across the
Facebook family
Mobile
Optimise app SDK
Capturing
Your ads for people most
likely to complete an action signal
data Offline i.e.
transactional data
(available via API)
Build Audiences
of your website visitors CRM and
who show high intent customer lists
(available via API)

• Viewability

03 Measurement
• Measurement on Facebook
• Brand safety
• Viewability

03 Measurement | Measurement on Facebook
Improving marketing measurement

unlocks 20–40% up-side improvement
Cost improvement P and L Efficiency gain
CPG company Media company CPG company
35 % 30 % 30 %
Efficiency gain Efficiency gain Speed reduction

Auto manufacturer Media company Retailer
30 % 20 % 20 %
Source: Boston Consulting Group, “Marketing Measurement Done Right,” commissioned by Facebook, Sep 2019

Measure how your Facebook ad spend helps

you reach your audiences, and impacts your
brand and sales objectives
Awareness Consideration Conversion

Audience Outcomes Brand Outcomes Sales Outcomes
29
Measurement study options

Choose from various studies conducted by Facebook and its partners
Audience Outcomes Brand Outcomes Sales Outcomes

Did I reach my target audience? Did I improve my brand’s image? Did I cause a consumer to act?
Nielsen Digital Ad Ratings (DAR) Facebook Brand Lift Facebook Conversion Lift (Direct Response)
Reach, frequency, GRP on Facebook ads Brand lift from Facebook and Instagram ads Offline, online & mobile lift (on any business
Recommended for campaigns that do not require objective) from Facebook ads
3rd party verification
Nielsen Total Ad Ratings (TAR)
Reach, frequency, GRP across TV and Facebook Datalogix ROI (CPG)
Nielsen Brand Effect
Offline sales lift from Facebook ads
Brand lift from Facebook and Instagram ads
Recommended for clients with existing Nielsen partnership
Matched Marketing Lift (CPG)
Nielsen Total Brand Effect with Lift Offline sales lift from Facebook ads across
geographical areas
Brand lift for TV+Facebook and Instagram ads
Recommended for clients with existing Nielsen partnership
and overlapping TV media Zip Lift (CPG)
Offline sales lift from Facebook ads across
Millward Brown geographical areas
Brand lift from Facebook and Instagram ads
Recommended for clients with existing Millward Brown
partnership or additional study questions
30
03 Measurement | Brand safety
Creating a safe and welcoming community
Community
People Technology Experts
Standards
Committed to safety, 35K people focused on We’re investing in AI Partnering with
embracing diverse views, safety and security, half of technology for academics and subject
and equity for all which are content reviewers enforcement at scale matter experts across
the world on important
24/7, +50 languages Helps with proactive topics, such as hate
supported reporting of content for speech, child safety,
review, and in some cases
Bolstered by community and terrorism
takes automatic action
reporting
31
Overview: Tools and policies across placements

Ads independent from publisher content Ads within publisher content
INSTANT AUDIENCE
Placement FEED STORIES MESSAGING MARKETPLACE IN-STREAM
ARTICLES NETWORK
Community standards YES
Content review YES (PEOPLE/TECHNOLOGY)
Additional standards YES
Advertiser controls PLACEMENT CONTROLS PLACEMENT AND PUBLISHER CONTROLS
Placement controls Block list

Inventory filter Publisher delivery report
Publisher List
32
Brand safety
partnerships
In 2019, we launched partnerships
with Integral Ad Science (IAS),
Double Verify, OpenSlate and Zefr.
• These partnerships will give advertisers access

to tools and insights for managing brand safety
at scale, including:
• Blocklist management (DV, IAS, OS)
• Content level whitelisting w/ Dynamic Content
Sets (Alpha Nov 2019 – IAS, OS, Zefr)
33
03 Measurement | Viewability
Viewability VS Brand safety

Placement controls
Person
Category blocking
Enters screen Publisher list
Domain/page/app blocklist
Duration
Publisher reporting
34
Display Video Video
What does
viewability look
like according
to the MRC?
Ad is 50% in-view from Video has 50% Video has 50%

grey bar to grey bar of pixels in view of pixels in view
35
Anchor on results, not seconds

Test strategies to determine what drives business results
Exposed Ad optimised
group 1 for reach
Control
No Facebook ads
group 1
Exposed Ad optimised
group 2 for duration Deliver polls Determine
ad with
greatest lift
Control
No Facebook ads
group 2
36
04 Tools
• Self-service tools
• Case studies

04 Tools
• Self-service tools
• Case studies

04 Tools | Self-service tools
Unlock data and insights with self-service tools
Studies Tools Resources
People Hot Topics/Topics to Watch Facebook Business
Verticals Audience Insights Tool Instagram Business
Advertising Cross Border Insights Finder Creative Hub
Insights to Go Blueprint
New to site
39
Agency
planning
toolkit
Our Agency Planning Toolkit
brings together the latest and most
actionable statistics and resources
from across Facebook to create
a one-stop resource for agencies.

Agencies Planning-Buying Full-Toolkit Download

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Agency

05/10/2020 Agency Planning Toolkit 2

05/10/2020 Agency Planning Toolkit 3

People tie it all together. People are what matter.

2.6 Billion 1 Billion 1 Billion 1.3 Billion

05/10/2020 Agency Planning Toolkit 4

Facebook family of apps leads in

05/10/2020 Agency Planning Toolkit 5

More placements, more opportunities

Boost your results

Facebook Instant Articles ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓

Facebook In-Stream Videos ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓

Facebook Search Results ✓ ✓ ✓ ✓ ✓

Audience Network In-Stream Videos ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓

Audience Network Rewarded Videos ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓

05/10/2020 Agency Planning Toolkit 7

05/10/2020 Agency Planning Toolkit 8

• Mobile and video

05/10/2020 Agency Planning Toolkit 9

Mobile transformed how people

05/10/2020 Agency Planning Toolkit

When it comes to mobile, we're turning to video

of consumers would the engagement when a of mobile data will

05/10/2020 Agency Planning Toolkit 11

a complement to Adapted to mobile

your media plan

Source: Facebook internal data, March 2019

05/10/2020 Agency Planning Toolkit 12

Source: Facebook internal data, January 2019

05/10/2020 Agency Planning Toolkit 13

After seeing a product

Source: Facebook IQ, Facebook Stories survey by Ipsos (Facebook-commissioned survey of

05/10/2020 Agency Planning Toolkit 14

After seeing a product

Source: Facebook IQ, Facebook Stories survey by Ipsos (Facebook-commissioned survey of

05/10/2020 Agency Planning Toolkit 15

Buying Stories ads with other

Multi-cell testing has shown that adding

Delivery % to Stories is not indicative

Source: Facebook internal data, May 2019

05/10/2020 Agency Planning Toolkit 16

Sources: 1. Facebook IQ, January 2018

05/10/2020 Agency Planning Toolkit 17

Turn up the volume on

your media campaigns

Integrating TVC and Facebook drives greater

05/10/2020 Agency Planning Toolkit 19

when it comes to brand lift in ad recall2

05/10/2020 Agency Planning Toolkit 20

be built over 14%

• Built for sound off

05/10/2020 Agency Planning Toolkit 22

Source: Facebook Marketing Science Study, Oct 2018, US and UK

05/10/2020 Agency Planning Toolkit 23

• Spend is based on consumer actions, as Mobile app installs

Retargeting based on intent,

Signals-driven marketing is the use of customer interactions

05/10/2020 Agency Planning Toolkit 25

05/10/2020 Agency Planning Toolkit 26

05/10/2020 Agency Planning Toolkit 27

Improving marketing measurement

Efficiency gain Efficiency gain Speed reduction

05/10/2020 Agency Planning Toolkit 28