Illustrating the consumer journey on Facebook

1. Illustrating
the consumer journey
on Facebook
from initial impression to conversion

2. James Patterson
Director of Client Services - EMEA
james.patterson@thetradedesk.com
The Trade Desk UK
+10 years of digital experience, previously with:
• Kenshoo
• Havas
• Mediacom

3. The Trade Desk Solution: Pure Buy Side
Multi-Channel RTB
Massive Scale
DMP
Data Marketplace
Predictive Audience LearningHyper-Granular Targeting
Best In Class Reporting
Cross Channel Attribution
Brand Safety & Viewability
Programmatic Direct

4. SOCIAL BUYING, REAL-TIME BIDDING
Marketers use their own data, and third-party data, to retarget and target users
when they are accessing Facebook on desktop
Right-Hand Side
News Feed

5. Targeting Advertising
• Geo, Demo, Interest
• Social (Fans & FOF)
• Custom Audiences
• Geo, Demo, Interest
• Social(Fans &FOF)
• Custom Audiences
• Facebook Exchange
• Custom Audiences
• Facebook Exchange
• Custom Audiences
• Logout Experience (LOX)
• Page post ads
(Video, Photo, Question)
• Sponsored stories
(Video, Photo, Question)
• Page Like ads
• Sponsored stories
(Page like)
• Domain ads
• Page post ads (Event, Offer, Link)
• Sponsored stories
(RSVP,claim, link)
• Mobile app install ads
• Page post ads (Event
and Offer)
• Sponsored stories (RSVP,
claim, open graph)
Measurement
• Brand Study
• Brand Study
• View Through tracking
• Conversion Tracking
(3PView Tags, FB pixel)
• Offline Conversion Tracking
(Datalogix)
• Brand Study
• Conversion Tracking
(Continuous Conversions)
FBX
Meeting lower-funnel objectives

6. SOCIAL LAYERING
Facebook allows users to interact with ad units as they would organic content
Comment “Like” Share

7. VIRAL METRICS ARE AVAILABLE
• CTR is always going to be a good indicator of an ad’s efficacy, but these social options bring a
whole new measurement of success to performance-oriented campaigns.
• For example, the paid distribution of AdRoll’s very first News Feed ad (shown below) gained
another 1,867 views from connections of those who had liked, commented, or shared our ad.

8. Targeting Advertising
• Geo, Demo, Interest
• Social (Fans & FOF)
• Custom Audiences
• Geo, Demo, Interest
• Social(Fans &FOF)
• Custom Audiences
• Facebook Exchange
• Custom Audiences
• Facebook Exchange
• Custom Audiences
• Logout Experience (LOX)
• Page post ads
(Video, Photo, Question)
• Sponsored stories
(Video, Photo, Question)
• Page Like ads
• Sponsored stories
(Page like)
• Domain ads
• Page post ads (Event, Offer, Link)
• Sponsored stories
(RSVP,claim, link)
• Mobile app install ads
• Page post ads (Event
and Offer)
• Sponsored stories (RSVP,
claim, open graph)
Measurement
• Brand Study
• Brand Study
• View Through tracking
• Conversion Tracking
(3PView Tags, FB pixel)
• Offline Conversion Tracking
(Datalogix)
• Brand Study
• Conversion Tracking
(Continuous Conversions)
FBX
Meeting lower-funnel objectives

9. THE CONSUMER JOURNEY
Mapping the FBX effect from initial impression to conversion
Mercedes +
agency target new
dads looking for
safe sedans

10. THE CONSUMER JOURNEY
Mapping the FBX effect from initial impression to conversion
Dad sees video ad
on TopGear
online episode

11. THE CONSUMER JOURNEY
Mapping the FBX effect from initial impression to conversion
Visits Mercedes site,
looks at safety pages

12. THE CONSUMER JOURNEY
Mapping the FBX effect from initial impression to conversion
Within 5 minutes, is
retargeted on Facebook via
FBX Right-Hand Side ad

13. THE CONSUMER JOURNEY
Mapping the FBX effect from initial impression to conversion
2 days later, targeted with display ad for
local dealer & pricing info on phone

14. THE CONSUMER JOURNEY
Mapping the FBX effect from initial impression to conversion
2 days later, sees that
two friends like
Mercedes via
a News Feed ad.

15. THE CONSUMER JOURNEY
Mapping the FBX effect from initial impression to conversion
Visits Mercedes page
to Contact a Dealer.

16. THE CONSUMER JOURNEY
Mapping the FBX effect from initial impression to conversion
Target audience is
converted:
Dad purchases
Mercedes-Benz
S-Class Sedan

17. Source: Adroll “Facebook Exchange News Feed by the Numbers” June 2013
NEWS FEED
A recent study showed a 62% jump in total clicks for campaigns running FBX
and then adding in News Feed creatives.

18. PROSPECTING RETARGETING
100x72
23%
160x600
11%
180x150
1%
728x90
30%
300x250
34%
FBX 100x72
15%
160x600
25%
180x150
7%
728x90
22%
300x250
31%
FBX
VOLUME
FBX represents meaningful volume within campaigns

19. RESULTS
Retargeting CPMs on FBX were significantly lower than the rest of RTB
$-
$0.50
$1.00
$1.50
$2.00
$2.50
Prospecting Retargeting
CPM
FBX
Rest of RTB

20. RESULTS
FBX had a 2x lower CPA versus all other inventory in the campaign
FBX
Rest of RTB
Prospecting Retargeting
CPA

21. DATA PRICING
The percentage of spend model will outpace the CPM model across the industry
The Data Alliance Other Data
Providers
Media Cost $0.30 $0.30
Data Model % of Spend – 12% CPM
Data Cost $0.0336 $0.75
Total Cost $0.34 $1.05

22. James Patterson
Director of Client Services
james.patterson@thetradedesk.com
@TheTradeDeskInc
TheTradeDesk.com
THANK YOU