#eTAS14

Billy Lousteau-Client Solutions Manager SSA

Warrick Godfrey-Client Partner SSA

FACEBOOK IS A MAJOR PLAYER

MOBILE IS A HUGE OPPORTUNITY

SEGMENT CREATIVE TO PARTICULAR AUDIENCES

USE THE RIGHT TOOLS TO HELP DRIVE BUSINESS KPI’S

ITS BUSINESS

AGENDA

#FACEBOOK IS A MAJOR PLAYER

1.3 Billion

PEOPLE

1 BillionMobile

829 million people every day, 650 million of those people are on mobile every day

A lot of people

The right people

Connected people

1.3 billion people

Book Experience ReflectPlanDream

Facebook Targeting

Core

Audiences

Lookalike

Audiences

Custom

Audiences

Sophisticated targeting with

unsurpassed accuracy

Reach the people you

already know

Find more people like your

best customers

All of the people who matter to you.

#MOBILE IS A HUGE OPPORTUNITY

The new normal: Empowered customers using their smartphones to book travel

Walk-in Agent Call Centre Internet (Desktop)

Mobile(Smart)

TeleText Mobile (WAP)

The Internet is shifting to mobile

Sources: IDC; IC4D 2012 Maximizing Mobile, World Bank, July 2012

-

200

400

600

800

1,000

1,200

1,400

1,600

1,800

2,000

2010 2011 2012 2013 2014 2015 2016

Worldwide Smart Device Shipments (Millions)

Smartphones 45%of the world

population will have a smartphone in

2016

Source: Comscore March 2012

One out of every four minutes

on mobile is spent with

Facebook or Instagram

4minutes

1out ofevery

Facebook is at the centreof this shift to mobile

14 times a dayis the average number of times a

user checks Facebook on their

mobile

IDC Always Connected Report, March 2013

Getting started is easy

Objective: Awareness and download

Target people by mobile device:

Android, iOS, smartphone, tablet

Measure installs and

downstream ROI

Customizable, larger images

now available

higher click-to-install rate than

standard mobile banner ads10x

NEW

Objective: Usage and conversion

Target your app users on Facebook

with Custom Audiences

Deep-link and measure ROI for in-

app actions

Customizable calls-to-action:

Open Link

Use App

Play Now

Shop Now

Listen Now

Watch Now

Book Now

#SEGMENT CREATIVE TO PARTICULAR AUDIENCES

Superbowl XLVIII

+

A story about our country

With individual chapters of beautiful people

Celebrating things that are core to millions of others

America is beautiful

Introduced and ignited through personal passions

LBGT

13M

Women

Surfing

6.2MNative

American

5M

Middle East

Descent

14.4M

Mexican

USH

9.8M

Newlyweds

7.6M

New

Parents

18.5M

Parents

Nat. Parks

1.7M

Asian

Americans

4.6M

#USE THE RIGHT TOOLS

Throughout the purchase cycle

Targeted reach

Source: Nielsen OCR, August 2013

Reach real people with accuracy

89%accurate

38%The average online reach for

narrowly targeted campaigns is

accurate

The average Facebook reach for

narrowly targeted campaigns is

Business Travellers

Education

Travel Pattern

Job Title

Company Keywords

Put your business in the most engaging space online and on mobile

IDC Always Connected Report, March 2013

CRM and retargeting

FacebookYour CRM

database

Matched

targets

CRM: Find Your Best Customers on FacebookReach your specific customers or prospects at scale

Custom Audiences Use Cases

Customer activity-level testing

Targeted to:

Frequent flyers

Business-class passengers

Lookalike AudiencesFind more people who look like your best customers

Frequent flyers Business-class

passengersCustomers who

booked a flight in

the last 3 months

and people who look like them

Measure results across devices

Conversion

pixel

SDK Third-party

measurement

#ITS BUSINESS

Cross-sell and upsell

Build brand

Drive intent

Acquire customers

Brand awareness is the first step towards ROI

Awareness

Consideration

Conversion

Loyalty

#What's your real BUSINESS KPI