Tis the Season: Leveraging Social Media Ad Campaigns for the Holidays

MediaMath and Upcast Social Talk Programmatic Best Practices

‘Tis The Season: Leveraging Social Media Ad Campaigns

for the HolidaysNovember 13th, 2014

• Agile social adtech SaaS for advertisers and brands• Provides the ability to create, manage, and optimize

large-scale social ad campaigns• Proven to increase performance by more than 80%• Upcast Social is now part of the MediaMath family

About Upcast

2014 Holiday Shopping Season: Opportunities and Challenges

Modest overall increase in US retail sales: +5% vs +3.4% (2013)

Larger portion of US Ecommerce sales: 16.6% vs 15.3% (2013)

US Mcommerce continues to grow: 19% vs 16% (2013)

Challenge – Short season 28 days vs 31 days (2013)

Source: eMarketer

Have you made a purchase as a result of an engagement with a social networking site within the past 12 months?

Social Media: Driving Shoppers to Purchase

2013

2014

0% 5% 10% 15% 20% 25% 30% 35%

18%

30%

Yes

Source: MarketLive

Social Will Affect This Holiday Season Shopping Behavior More Than Ever

Source: MarketLive

The Role of Social Media in Driving Purchase

Facebook plays a vital role in discovery. It’s a way for your friends and others whose opinions you trust to guide you towards new forms of content or entertainment that you wouldn’t necessarily have chosen – or even ever seen – for yourself.

Howard DaviesUK Media Strategy Lead, Deloitte

Facebook & Twitter: At the Heart of Social & Mobile

Q1 '10 Q2 '10 Q3 '10 Q4 '10 Q1 '11 Q2 '11 Q3 '11 Q4 '11 Q1 '12 Q2 '12 Q3 '12 Q4 '12 Q1 '13 Q2 '13 Q3 '13 Q4 '13 Q1 '14 Q2 '14 Q3 '140

200

400

600

800

1,000

1,200

1,400

1,600

Monthly Active User (Millions)

Twitter

Facebook

Providing Brands the Benefit of:Premium inventory – in-stream placement

Avg CTR 2.09% Facebook Newsfeed vs 0.04% Display

Avg engagement rate for Promoted Tweets 0.33%-1.02%

Ability to target – demographics, interests, connectionsAverage online reach accuracy for narrow-targeted campaigns 89% (Facebook) vs 38% (Online average) Source: Nielsen OCR

Engagement & social contextLike, Share, Comment, and Retweet offers & ads

Real-time advertising and capture consumers’ attention at key moments

1Holiday Season Best Practices

Launch early to own Holiday share of voice but sustain the message

When Are People Making Their Holiday Shopping Decisions?

OCT NOV

BEFORE: 46% of US shoppers who used Facebook before shopping did so to look up holiday promotions, deals, and gift ideas

Source: Millward Brown, Facebook

OCT NOV DEC JAN

33% of UK men on Facebook say they will do

their shopping in October/November

48% of UK women on Facebook say they will do their shopping in October/November

Xmas Eve

19% of UK men say they will still be

shopping on Christmas Eve

8% of UK women say they will still be

shopping on Christmas Eve

DURING: 65% of US shoppers accessed their phones for a shopping-

related activity; and, while shopping in-store, those people used Facebook at 4X the rate of any other app or search.



AFTER: 89% of US shoppers who shared their holiday shopping experience on a social network did so on Facebook

DEC JAN

Xmas Eve



Plan AheadTop holiday spending days in US:

Black Friday (November 28th) Small Business Saturday (November 29th) Cyber Monday (December 1nd) Green Monday (December 8th) Free Shipping Day (December 18th)

Source: Facebook


Create social-specific offers

Source: MarketLive

Recommended Promotional Ad Units

Facebook Offer Ad Twitter Lead Gen Card


Utilize social as a DR ecomm channel

Test, Test and Repeat

Facebook and Twitter allow for advanced

ecommerce conversion tracking and optimization Implement Facebook conversion pixels Integrate with 3rd party tracking – click & view tags

for managing multi-channel attribution

Retargeting for Direct Response

Facebook Custom Audience (FBM) Twitter Tailored Audience

CRM data – email address matching CRM data – email address matching

Website – pixels / visitors Website – pixels / visitors

Mobile – mobile app users & actions 1P party data from MediaMath (via T1)

Recommended DR Ad Formats

Facebook Multi-Product Ad Facebook Link Ad

Twitter Promoted Tweet

Recommended DR Ad Formats

DR Case Study: Multi-Product Ads on Mobile Improve Performance for Retailers

Facebook Multi Product Ad

42% CTR increase

45% CPA decrease

Source: Facebook


Video – The next big thing in social

Source: comScore

The Opportunity With Video on Social• Facebook is now a prime delivery channel for video

While maintaining advantages of social context and engagement

• Reach the right people with robust targeting

• Capture attention with sight, sound, and motion

• Advance people through the purchase funnelAbility to reach people who have shown an interest in your brand

• Get started quickly by leveraging existing TV assets

Facebook Video: Higher Engagement & Reach

Complement TV Reach & Frequency With Facebook Video Ads

Source: Nielsen XCR Mid campaign report

Recommended Video Ad Formats

Facebook Video Ad Twitter Promoted Video


Retarget your existing customers on Twitter via Tailored Audiences

Retarget Your Audience on Twitter Via Tailored Audiences Organize MediaMath pixels and brand based Twitter

handles into Tailored Audiences within the MediaMath T1 app

Retarget users on Twitter using Upcast’s powerful ads platform

Engage existing customers via mobile app or promoted tweet ad formats

Leverage your T1 customer base via Upcast

A user visits the boots section of the Cobbler’s Shoes website.

1

MediaMath notifies Twitter that this audience can be included in the ”High End Boots” tailored audience.

3 That same audience will see highly relevant Promoted Tweets from @CobblersShoesNYC in their Twitter timeline.

4

High End Boots

Based on the user’s onsite behavior and other attributes, the user is added to the appropriate audience in T1.

2

+

Tailored Audiences Recommended Ad Formats

Twitter Promoted Tweet – (website card)

Summary – Social Best Practices

1. Launch early to own Holiday share of voice but sustain the message

2. Create social-specific offers

3. Utilize social as a DR ecomm channel

4. Use video – The next big thing in social

5. Retarget using Twitter Tailored Audiences

3 Quick Wins for the Holidays

1. Leverage TV assets through Facebook Video Ads

2. Utilize ecommerce mobile apps to drive revenue – existing and new customers

3. Retarget your existing customers on Twitter using Tailored Audiences

Unique Capabilities of FBM and FBX U N I Q U E C A PA B I L I T I E S

FBM FBXTarget using Facebook data or Facebook look alike model

Target using 3rd party data or 3rd party look alike models

Broader variety of ad units Video Mobile Display

User-level reporting Incrementality / Placebo Deduplicated conversions for cross

channel reporting Pathway report

Cross-device targeting for 1st party audiences

Cross channel Frequency capping

Bid using Facebook's algorithm Bid using MediaMath or custom algorithm

Combining FBM and FBX: Remarketing

Do you want to:

Use video creative?

Target mobile?

Use ad types other than Page Post or Right Hand Side?

IF YES

IF NO

Use FBM

Use FBX

For remarketing, leverage FBM for its wider variety of ad units, and use FBX for everything else in order to maximize your reporting insights. It’s the best of both worlds!

Combining FBM and FBX: ProspectingDo you want to:

Use video creative?

Target mobile?

Use ad types other than Page Post or Right Hand Side?

Use Facebook’s data and / or Facebook’s look alike model?

IF YES

IF NO

For prospecting, the same considerations apply, but you should also consider the source of your audience data.

Use FBM

Use FBX

ROI, Acceleration, Results

Marketing OS

How to get started

There are two ways to get started with paid social campaigns using Upcast:

MediaMath clients: contact your MediaMath account managerNew clients: email [email protected]

For more information on how you can give yourself a holiday gift by boosting your social campaigns, visit

upcastsocial.com

mailto:[email protected]






http://upcastsocial.com/

This was the year in which online sales wagged the entire retailing dog. And the unprepared are being left behind.

BBC News January 2014