Facebook Video Unplugged Event Presentation (Turkey - 2015)

2. Derya Matras
Country Director,
Turkey

3. +7bn
Mobile phones
globally

6. Facebook video views
8bn
500
m
4bn
3bn
2bn
1bn
75%
on mobile
April 2014 November 2015

7. Kathy Dykeman
Head of Regional Measurement

8. PERMANENT
Today we’re experiencing a
SHIFTin the way we consume media

10. Mobile and smartphone users continue to grow
57.8
60.0
61.8 63.2 64.3
22.1
29.6
35.2
40.8
44.6
0.00
10.00
20.00
30.00
40.00
50.00
60.00
70.00
2014 2015 2016 2017 2018
Millions Mobile
&
Smartphone
Users,
Turkey,
2014-­‐2018
Mobile
Phone
Users Smartphone
Users
Source: eMarketer, Jul 2015.!

11. Mobile share of digital will more than double by 2018
10.4%
20.1%
32.4%
41.6%
49.6%
2.7%
5.9%
10.2%
13.6%
16.4%
2014 2015 2016 2017 2018
Mobile
Ad
Spend
Share
of
Digital
&
Total
Media,
Central
&
Eastern
Europe,
2014-­‐2018
Mobile
Ad
Spending
(%
of
total
digital
ad
spending)
Mobile
Ad
Spending
(%
of
total
media
ad
spending)
Source: eMarketer, Sep 2015.!

12. MONTHLY ACTIVE
REACH
FB|IG has bigger reach than any other platform on mobile
39 FB + 16 IG
million
Turkey
Source: Based on Facebook internal data, Sep 2015.

13. COMPUTING &
MOBILE
CONNECTIVITY
WAY TO ACCESS
CHEAPEST AND MOST
CONVENIENT

14. Source: “Neuro Mobile” by SalesBrain (study of US adults commissioned
And the small screen isn’t so small after all

15. Source: “Neuro Mobile” by SalesBrain (study of US adults commissioned
Perceived view area
2.6X
Visual perception at scale - landscape view
Due to proximity the phone screen packs a bigger punch

16. 82%
higher
Attention was found to be
for an ad viewed on a
smartphone compared to
TV
79%
lower
Similarly, distraction was
on a smartphone screen
than on a TV
Source: “Neuro Mobile” by SalesBrain (study of US adults commissioned
Mobile gets much better attention from the user

17. Stimuli viewed on smartphones were
found to be statistically higher than on
TV
There was not a statistically significant
difference in the emotional intensity
evoked by viewing the stimuli on either
screen
Mobile leaves an impression

18. OUR BRAIN PROCESSES
FASTIT TAKES SPLIT SECOND
TO GET THE MESSAGE
INFORMATION QUITE

20. 3 0 ’ ’ A D S
ITS NOT ABOUT
RELEVANCE
WILL BE THE KEY
TO SUCCESS

21. What we’re learning
The :03 second
audition
Make the first few
seconds count
Sight, sound,
motion
Embrace the silence
Stories not
seconds
Focus on storytelling,
not length
Atomized
storytelling
Message over time and
through the funnel

22. 0 10 20 30
0%
100%
3
Cumulativeimpactonadrecall
Total seconds of video watched
47%
74%
Attention span is low - value is delivered early

23. MARKETING
PERSONALISED
AT SCALE
Complementing your
traditional media choices

24. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
W1 W2 W3 W4 W5 W6
FBOnly
TV&FB
TVOnly 8%
Reach
Week
Source: 4 studies. Millward Brown Cross Media across Turkey 2015
FB daily reach potential helps build up reach like TV

25. Source: 3 studies. Millward Brown Cross Media across Turkey 2015
Delivers cost efficient reach over traditional media
5x
2.7x
8%

26. Source: 3 studies. Millward Brown Cross Media across Turkey
23%TV performs better with FB
synergy
3.4X vs TV
TV performs
better with other
media
TV total reach potential is important - but its
collaboration with other media makes it work
better

27. WHAT’S
NEXT?
How do we solve the problem of
mobile measurement?

28. GfK Crossmedia Solution will help us move
forward in measuring mobile impressions in 2016
Trusted Third Party!
GFK sends
hashed FBIDs
of its panelists
to TTP!
FB sends
hashed
anonymised
data on ad
impressions!
GFK receives
only data for
its panelists!

29. Thank you

30. Mark Hamilton
Head of Marketing

31. for business
Facebook as a Video Platform

33. The shift to mobile has happened

35. “Wow, Italy is
so beautiful!”
Photos
Videos
VR/AR
Text

37. >8bn
VIDEO
VIEWSEVERY
DAY
ON FACEBOOK
75%
ON
MOBILE
88%
GROWTH IN UK
V I D E O
P O S T S

38. Infrastructure
Digital vs traditional teams
Lack of tools
Comparability
Different KPIs
and currencies
Hard to measure
Cookies don’t work
Lack of standards
Challenges in shifting to a mobile world

39. • The best way to build your brand
• Accurately plan and
predict your campaign
• Reach the right people
across your target
audience
• Control the frequency of
your campaigns
Reach and Frequency

40. • New enhancements for better control and
predictability
• Lower audience
minimums
• One and two day
campaigns
• Frequency cap intervals
• Faster reach prediction
times
• Six month advance
Reach and frequency is more powerful than
ever

41. TV campaign reach
with TRP buying
Extend your reach
beyond TV…
Beyond the living room
and when your
audience is most
engaged.
Complement your TV campaign reach
with TRP buying

42. *refers to statistical significance tested at 90% confidence
Source: Nielsen Facebook+TV BRAND EFFECT polling with Facebook Marketing Science using Nielsen custom analysis, research commissioned by Facebook, 7 US campaigns, Aug-Sep 2015.
*
*
Ad Memorability Brand Linkage Likeability Linkage (Top 2 Box)
Facebook Only (A) TV Only (B) Cross-Platform (C)
People exposed to both Facebook and TV
media exhibited significantly higher Top 2
likeability compared to those exposed to just
Facebook or TV only
Facebook + TV makes your campaigns stronger

43. Real people targeting leads to highly predictable
delivery…across
devices
Targeting on TV:
Viewers of live sports
to reach males 18-34
Targeting on Facebook:
Matthew Corbin
Male, age 33

44. campaign has many actors!
Reach Attention Message
Quality
Brand Awareness
(Measured by ad
recall)
(Other Factors)x
A successful brand awareness campaign has many factors
x x =

45. Brand Awareness Optimisation
Reach people who are more likely to pay attention to your ads

46. Bring precision to story telling with sequencing

47. Measuring Brand Impact
on Mobile

49. “If I don’t have time to watch
a cool video I found, I want
to save it for later.”
Watch later

50. “I want to keep watching
videos that I like while I
multi-task.”
Watch & scroll

51. “I like to find a quiet spot to
relax and watch cool videos
for a while. It’s my time to
unwind.”
Suggested videos

52. Key Takeaways
- The shift to mobile has happened
- Higher Video Consumption on Mobile
- Higher time spent on Mobile
- Facebook is a video platform
- Various buying options for brands

53. for business

55. Tamer Batan
Media and Digital Group
Manager, P&G Turkey
Özlem Beyenirsoy
Senior Media Manager
Turkcell Turkey
Ozge Gilan
Client Partner,
Facebook

60. Understanding how FB and TV can work together
Turkey’s leading hair care brand launched new product technology wıth their new
#cesurolmak campaign.
Pantene
6m
20-44yrs women
old reached
9,5%
incremental reach
over TV with only
5% of Facebook
Budget
2X
cost efficient
vs TV at
delivering
GRP
4,5
Average
frequency

62. Getting the message across: we need to talk!
Turkey’s leading mobile phone operator, Turkcell, achieved a huge positive shift in
perceptions of the company with video creative on Facebook that expertly targeted its
loyalty club members and boosted engagement with its existing "Bos Degilim" SMS
campaign.
Turkcell
12.6m people
reached
(75% of target
audience)
5m
video views
1.3m page post
engagements
15pt
ad recall