In this webinar we discuss the common misconceptions around mass reach media buying in social versus microtargeting, and how brands both big and small can make the right call based on their specific business objectives.

1. FOR
Powered by
SOCIAL TARGETING

2. Hello!
Laurie Close
Global Brand Partnerships
OgilvyRED
Chrisa Chatzisavva
Associate Director, Paid Social
Social Lab London, Ogilvy UK

3. What’s the weather like in your city?
Tell us where you’re dialing in from!

4. Want this deck?
It will be available for download shortly after
the webinar on: slideshare.net/socialogilvy
Ogilvy staff: It’s also on The Market!
themarket.ogilvy.com
Are you on the go? You can join our webinars on mobile, too!
Download the GoToWebinar app from the App Store or Google Play

5. Social Advertising: Mass reach vs. microtargeting
Understanding how to use the channel for your brand

6. 1. The effectiveness of each tactic (mass
reach vs. microtargeting)
2. What an effective social strategy looks like
3. Key performance indicators for each
approach
4. The crossroad of social as a channel
AGENDA

7. 1. Mass Reach Vs. Microtargeting

8. SOCIAL, THE MOST FLEXIBLE MEDIA?
8
SCALE ACCURACY
MOVE THE NEEDLE
Through targeting and paid media settings, Social can be approached in two very different ways.
Social can be leveraged to reach small/niche audiences for brands seeking for relevance or direct response.
Social can also be leveraged to reach a broad audience to focus on brand awareness KPIs such Reach,
Frequency, Ad Recall, etc.
One approach is not better than the other one. It is even generally a combination of both that will deliver the best
impact for brands on Social.

9. THERE ARE PROS & CONS FOR BOTH APPROACHES
9
BROAD
‣ Impact at big scale for brands
‣ Control over Reach & Frequency KPIs
‣ …
TARGETED
‣ High relevance
‣ Control over performance KPIs (CPA, Conversion Rate, etc.)
‣ …
BROAD
‣ Lack of relevance
‣ Lack of performance indicators (Reach and Frequency are “soft”
KPIs)
‣ …
TARGETED
‣ Lack of scale
‣ More expensive because require more manpower
‣ …
PROS
CONS

10. FACEBOOK’S STUDY ABOUT BROAD VS TARGETED
10

11. EXAMPLE OF BRAND COMBINING THE TWO APPROACHES
11
TARGETED
Building, nurturing and targeting an
audience pool based on website and social
engagements. KPIs are performance-
based: cost per visit, actions on website,
time spent, etc.
BROAD
Combining Reach & Frequency buying
method with sequential storytelling
approach for peak campaigns to impact
awareness KPIs.

12. SOCIAL CRM IS EVEN A MIX OF BOTH APPROACHES
12
IDENTIFY
AWARENESS
CONSIDERATION
LEAD
ADVOCACY
FUNNELLING APPROACH
Social CRM is a funnelling approach that
filters the audience based on previous
actions.
Starting from a broad audience and ending
with a smaller but highly relevant audiences
based on objective to reach.
BROAD
AUDIENCE
SMALL
AUDIENCE

13. 2. How to approach this?
What an effective social strategy looks like

14. SEQUENTIAL STORYTELLING - USE THE FULL POWER OF SOCIAL TO DRIVE MASSIVE IMPACT
14
CONTENT 1 CONTENT 2 CONTENT 3
TELL A STORY
Leverage the full power of sequential capabilities to tell a story
aiming to boost brand awareness, ad recall and purchase intent.
BOOST REACH & FREQUENCY
Set paid social campaigns to reach a big part of your audience and
maximise the pool users reached by the whole sequence.HIGH REACH HIGH FREQUENCY / OTS

15. SEQUENTIAL STORYTELLING - HOW IS IT DIFFERENT THAN SOCIAL CRM?
15
FUNNELLING APPROACH
Social CRM is a funnelling
approach that filters the
audiences based on previous
actions
MASS APPROACH
Sequential storytelling is a mass approach
because it targets a broader audiences and
ensures people are reached by the whole
sequence rather than some of it.
With the sequential storytelling, we increase
the frequency on the audience.
With the Social CRM, we increase the number
of actions done by the audience

16. REACH & FREQUENCY IS A OF COURSE A MUST FOR MASS CAMPAIGNS
16
ABILITY TO CONTROL REACH
AND FREQUENCY
SEQUENCING CAPABILITIES
LOWER CPM FOR CAMPAIGN
WITH HIGH MEDIA PRESSURE vs
SELF SERVICE
FLEXIBLE SCHEDULING

17. TIP #1 : MAXIMISE FREQUENCY ON THE AUDIENCE - WHY?
17 * Facebook IQ, 2016
HIGHER FREQUENCIES ARE REQUIRED TO IMPACT GREATER
BEHAVIOUR CHANGE SUCH AS PURCHASE INTENT *

18. TIP #1 : MAXIMISE FREQUENCY ON THE AUDIENCE - HOW TO SET THE RIGHT FREQUENCY?
18
There are two things to consider: available media budget, reach and creative assets to promote.
AVAILABLE MEDIA BUDGET & REACH
The media budget has of course an impact on the
frequency objective.
You should aim to have a good balance between reach
and frequency. Ultimately, you need to reach a good
part of your audience with high frequency.
Minimum level of reach recommended : 30%
Recommended level of reach : 50% or more
CREATIVE ASSETS TO PROMOTE
Your sequence should impact your frequency objective.
Your goal should be to maximise the amount of users
exposed to the full sequence.
Therefore, if your sequence has 4 posts, you should aim
to reach an average frequency of 4.

19. TIP #2 : RECOMMEND A SEQUENTIAL APPROACH IN TERMS OF CONTENT
19
Since your frequency will be high, we recommend applying a sequential approach in terms of
content.
The story can be:
‣ Built around a narrative (e.g. teaser, reveal, follow-up, bloopers, etc.)
‣ Articulated around objectives (e.g. brand awareness, product consideration, sales)

20. TIP #3 : TARGET BROAD BUT SIZE YOUR AUDIENCE
20
Brand’s target group (broad)
Brand’s target group (narrowed)
Potential reach based on available budget and frequency objective
SET YOUR AUDIENCE SIZE
Here again it is a matter of finding the right balance.
As your goal will be to drive impact at scale, you will likely target a broad
audience. But this audience should not be too big according to your
available budget and frequency objective.
As mentioned before, you should aim to reach a big part of your
audience to drive strong impact within this audience.
Therefore, it is sometimes recommended to narrow a bit the audience to
ensure your % of reach is big enough.
50% of 18-30
OR
15% of 18+
18-30
18+

21. TIP #4 : MAXIMISE THE INVENTORY AND BOOK EARLY FOR MORE COST-EFFICIENCY
21
TIME
R&FCOSTFORSAMEDELIVERY
THE SOONER THE BETTER
The sooner you book your Reach & Frequency
campaigns, the less expensive it will be.

22. 3. How to approach this?
Setting the right KPIs

23. TIP #5 : GO BEYOND REACH AND FREQUENCY METRICS FOR MEASUREMENT
23
Reach & Frequency KPIs are guaranteed. Anyone can have high Reach and Frequency on the
audience. In order to evaluate the success of the campaign, try to add other metrics on top of Reach
& Frequency KPIs.
Brand Lift / Nielsen Studies
Use Benchmark for metric comparison
(retention, CTR, etc.)

24. TIP #6 : APPLY THE SOCIAL.LAB MINDSET
24
CTA
Video
viewers
Website
visitors
Canvas
viewers
RE-ENGAGEMENT
Build audiences of engaged users that you can re-
engage later with further content (direct response for
instance). Nurture the interested generated !
A/B Testing
Run A/B test(s) prior the campaign to make sure you
allocate a large media investment on a performing
content.

25. IN SUMMARY: MEASURE DIFFERENT THINGS AT DIFFERENT STAGES
25
It all fits in one strategy!
There’s no either mass or micro. Both
tactics should be used at the right time
according to which stage of the
strategy we are.
AWARENESS
CONSIDERATION
CONVERSION
ADVOCACY
MASS REACH
Measure: Reach
MASS REACH &
MICROTARGETING
Measure: Engagement
MICROTARGETING
Measure: ROAS, ROI
MICROTARGETING
Measure: Consumer Lifecycle,
Loyalty, Re-engagement

26. 4. The crossroad of social as a
channel

27. 3 TACTICS
TO INTEGRATE A MASS LAYER TO YOUR MEDIA PLAN

28. ALWAYS-ON & PEAKS: COMBINE TARGETED AND MASS APPROACH
28
ALWAYS-ON
PEAK
PEAK
PEAK
PEAK
MEDIA
PRESSURE
TIME
PEAKS
Leverage Reach & Frequency buying and
target a broader audience to increase media
pressure and impact during key milestones.
ALWAYS-ON
Run a targeted approach always-on to impact
qualified audiences on regular basis.
(e.g. in a similar mindset than Ikea’s audience
pool )

29. RUN REACH & FREQUENCY ALL YEAR LONG FOR BRAND AWARENESS
29
PROBLEM
If you aim for brand awareness and run self service
campaigns, the amount of users reached by a low volume
of impressions might be too high. Which ultimately reduce
the impact on a brand awareness perspective.
SOLUTION
Book monthly R&F campaigns to control frequency on target. Example:
‣ 1 month of campaign
‣ 20% Reach
‣ 5 OTS (frequency)
Benefits: low CPM, time saving (vs self-service), more impact

30. ALWAYS-ON: COMBINE REACH & FREQUENCY + SELF SERVICE FOR AWARENESS AND DIRECT RESPONSE
30
WEEK 1 WEEK 2 WEEK 3 WEEK 4
BRAND AWARENESS
R&F CAMPAIGN
DIRECT RESPONSE
SELF-SERVICE
Re-engagement of users
who engaged during the
brand awareness phase
Brand Awareness - Reach & Frequency Campaign
Maximise reach and frequency on the target to drive
awareness and build audiences of engaged users
Direct Response - Self-Service Campaign
Re-engage users from the brand awareness phase and
drive leads/conversions with self-service optimised
campaigns.
Repeat and optimise this
approach every month

31. CASE - PRODUCT RELAUNCH
-

32. CONTEXT
‣The National Lottery in Belgium is
changing its EuroMillions product.
‣This change is a challenge for the
company as the product price increases.
However, the chances to win are
increased as well and jackpot amounts are
higher.
‣This change is considered as an
opportunity to gain new clients but also
fears that, through this price increase,
current customers will be lost in the
process
32
IMPACT AT
SCALE

33. CAMPAIGN OBJECTIVES
‣Drive awareness around product changes
‣Increase purchase intent for point of sale
gaming
‣Client acquisition for online gaming (Direct
Response)
‣Maximise online gaming of existing
players (Direct Response)
‣Increase association between EuroMillions
and high jackpot
33
IMPACT AT
SCALE

34. Sequential
Storytelling
KEY ELEMENTS IN THE CAMPAIGN
34
‣We used Facebook’s
sequencing tool to tell a
story across a series of
adverts.
‣We could control not just
the frequency but also
the order that people
saw the adverts.
1
Creative
Content
‣The campaign promoted
creative and innovative
content aiming at
grabbing people’s
attention in the News
Feed.
‣Except for direct
response, we only used
video/animated content.
2
Brand Lift
Study
‣A Brand Lift Study was set
up with Facebook’s team
to measure ad recall,
brand awareness and
purchase intent on top of
paid performances.
3

35. SEQUENTIAL STORYTELLING
35
Teaser
FAQ about
product changes
TVC Social Recut Conversion
We leveraged the full
power of Facebook’s
sequential capabilities to
tell a story leading to
purchase (offline or online).
FREQUENCY ON TARGET
From a media perspective,
we maximised frequency on
our target to ensure users
were exposed to most of
the promoted posts.

36. INNOVATIVE & CREATIVE CONTENT
36
In order to grab people’s
attention in the News Feed,
promoted content was mainly
video. Besides, assets were
playing with format and
platform’s characteristics to
stand out from other content
displayed in users’ feed.

37. BRAND LIFT STUDY
37
A Brand Lift Study was set up with Facebook to measure:
‣Ad Recall - Do you recall seeing an ad for EuroMillions
on your mobile in the last 7 days?
‣Brand Awareness - Which brand has recently
announced a jackpot increase?
‣Purchase Intent - Will you play EuroMillions in the
coming weeks?
In order to measure lift for those indicators, polls were sent
to two groups:
‣Exposed - users exposed to the campaign
‣Control- users not exposed to the campaign

38. 38
+8 pts lift
in purchase intent
Top Target: 45-54
(13 pts lift in
purchase intent)
Female users
responded better
in terms of ad
recall
78% of respondents (exposed)
answered EuroMillions to the question
“Which brand has recently
announced a jackpot increase?“
+23 pts lift
in ad recall
+5 pts lift
in brand awareness
BRAND LIFT STUDY RESULTS *
* Lift is the difference between the control and test groups' responses. For example, if 28% of test group respondents and 19% of control
group respondents recall seeing your ads, you'll have a 9 percentage point lift

39. 39
Awareness and
conversion at scale
665
Conversions
(Acquisition: new
players / Retention:
gaming from existing
players)
5,97
Average
Frequency
2.008.482
Video Views
2x lower cost per
conversion compared to
EuroMillions Benchmark
(acquisition)
2.139.634
unique users reached
(35% of Belgian FB Users)
PAID CAMPAIGN RESULTS
5x lower cost per
conversion for
video retargeting

40. THANK YOU

41. Questions?
Laurie Close
Global Brand Partnerships
OgilvyRED
Chrisa Chatzisavva
Associate Director, Paid Social
Social Lab London, Ogilvy UK