Vortrag von ANDREA RAMPONI und OMBLINE DE CORIOLIS auf der AllFacebook Marketing Conference in Berlin 2015. Mehr Informationen: http://conference.allfacebook.de/session/engagement-customer-care-und-customer-acquisitionen-wie-deezer-fans-erobert-und-kunden-gewinnt/

1. Learnings from
discovery & engagement campaigns

2. CONTENT OVERVIEW
• Quick intro to Marin & Deezer
• International Carousel Ads Test
• Video Ad Test
• Instagram Beta

3. Who is Marin Software?

4. 4
Marin at a Glance
Leading Ad Cloud enabling audiences across search, social and display
$7.2
Billion
Ad spend managed,10% of
total spend on Google
Worldwide
66% US vs 34% int’l
revenue split
$99.4
Million
2014 revenue
2014 Non-
GAAP Gross
Profit Margin
67%
#1 SaaS Ad Cloud
Global leader in search, only independent
vendor to combine search, social and display
through synchronous audiences
38%
of Fortune 100
use Marin

5. 5
Where Advertising Starts
Search Social Display

6. 6
A Problem Exists…
Search Social Display

7. 7
Our Vision - Audience Marketing Suite
Search Social Display

8. 8
Our Vision - Audience Marketing Suite
Search Social Display

9. 9
awarenessreach
Grow Your Facebook, Twitter and Instagram Programs All Within One Platform
§ Scale your social advertising programs across Facebook,Twitter, and Instagram all within one platform
§ Organize objective using cross-channelmedia plans, or separately for easy side-by-side comparison
New!

10. 2015
Who is Deezer?

11. 2015

12. Deezer is the World’s
2nd Largest Paid Streaming Music Service
countries
18O+
talk shows and podcasts
40k+
music tracks
35m+
paying subscribers
6m+
2015

13. Carousel Ads
International Test

14. 2015
Creation of imagery to
showcase the DEEZER
app & music offerings.
3 different types of
creative.
STORYTELLING
GENERIC
MUSIC TYPES
Facebook Carrousel Ads

15. 2015
Story-telling
Ad featured CDs stacked
high, capturing the vast
number of tracks Deezer
offers to subscribers
Facebook Carrousel Ads

16. 2015
Music Types: Rock, Jazz or Electronic.
These got the best CPAs in the Brazilian market.
Facebook Carrousel Ads

17. Generic creative: Capturing the vast selection of tracks Deezer
offers to subscribers. This got the best CPAs in the French market.
Facebook Carrousel Ads
2015

18. BRAZIL
50% decrease in cost per
account signup, 60% lower
cost per app install on
Android, 40% lower cost per
app install on iOS
Carrousel Ads – Where they worked
Highly Engaging Carrousel Format was launched in 4 key markets with different results in each country
2015

19. Carrousel Ads – Where they worked
Highly Engaging Carrousel Format was launched in 4 key markets with different results in each country
France
30% lower cost per app
install, 2x increase in click
through rate, 50%
decrease in cost per click
2015

20. Carrousel Ads – Where they didn´t work
Highly Engaging Carrousel Format was launched in 4 key markets with different results in each country
UK
&
GERMANY
CPCs were higher while
CVR remained the same as
classic ad format, resulting in
overall higher costs
2015

21. Carousel Ads – Optimization Ideas
2015
1. Targets commuters 2. Displayed before 12am 3. Displayed after 4pm

22. Carousel Ads – Main Takeaways
One strategy will not necessarily have the same results
across all markets.
Test out new strategies and formats across multiple
markets to see how they perform locally.
2015

23. Testing Video Ads

24. Video Ads
Format
Short video (only 11 seconds)
adapted to local German audience

25. Video Ads
Format
Short video (only 11 seconds)
adapted to local German audience
Call to action integrated directly in
the video, with different App Store
Logos.

26. Video Ads
Format
Short video (only 11 seconds)
adapted to local German audience
Call to action integrated directly in
the video, with different App Store
Logos.
Final shot with clearly visible brand
logo.

27. Video Ads
66%
lower CPV
72%
Lower CP
Video view 95%
Performance After Marin Social
Optimizations
To improve CP Video View, campaign targeting was
shifted to 18 to 50 year olds in Germany who like
heavy metal and rock music on Android devices.
Automatic optimization rules were used to save time
and increase performance across video view KPIs.

28. Video Ads – Main Takeaways
Video on Facebook is great.
But success depends on your chosen targets.
Ask yourself: Does this channel help me reach my targets
within the cost limitations?
2015

29. Being early adaptors on
Instagram

31. Challenges
§ The UK market is highly competitive and it is
difficult to drive high volume at acceptable
costs
Instagram

32. Challenges
§ The UK market is highly competitive and it is
difficult to drive high volume at acceptable
costs
Solution
§ Leverage Instagram to reach new audience
segments and increase visibility
§ Witty copy with eye-catching visuals to
increase CTR
§ Early adoption has helped gain traction in the
market
Instagram

33. Challenges
§ The UK market is highly competitive and it is
difficult to drive high volume at acceptable
costs
Solution
§ Leverage Instagram to reach new audience
segments and increase visibility
§ Witty copy with eye-catching visuals to
increase CTR
§ Early adoption has helped gain traction in the
market
Instagram

34. Instagram Ads – Main Takeaways
Be not afraid being an early adaptor.
Less competition. Prime to be first!
Visibility for less money.
2015

35. Questions?

36. Thank You !
Ombline de Coriolis, Deezer: @odecoriolis
Andrea Ramponi, Marin Software: @MarinSoftwareDE