Interact 2017 Keynote speech: Delivering Value in a mobile-first world by Nicola Mendelsohn, VP EMEA Facebook

1. Nicola Mendelsohn
VP EMEA, Facebook
​1 % D O N E : B U I L D I N G A C O L L A B O R AT I V E
F U T U R E F O R M O B I L E

3. Can you do a static Jetsons slide here
as the video will be too distracting to
play the whole time

5. 80%
0%
40%
60%
50%
1962 1964 1966 1968 1970 1972 1974 19761963 1965 1967 1969 1971 1973 1975 1977 1978
Colour TV take over
Jetsons launch
%ofcolourTV’sinhouses
Colour TV overtaking black and white: Television History, The First 75 Years

8. Source: KPCB, ‘Internet Trends Report’, May 2016
% of Time Spent in Media vs % of Advertising
Spending
25%
Time spent
12%
Ad spend
P E O P L E A R E M O V I N G F A S T E R T H A N
B U S I N E S S E S

9. VR/AR
Text
Photos
Videos
“Wow,
Amsterdam
is so
beautiful!”

10. 5x longer
looking at video than static
content across Facebook and
Instagram.
People spend
Kantar Media, Video in Mobile Feed (Facebook IQ-commissioned research), September 2016

11. O N - T H E - G O
L E A N
F O R W A R D
L E A N
B A C K

12. This is divine - I could watch all day...
Totally watching this again
The best 10 mins so far today -
thank you xxx
Gorgeous - I love it. Thnx
Tommy
ON-THE-GO
1
VIDEO
LEAN BACK
3
LIVE
LEAN FORWARD
2
CANVAS

13. Community
growth
2017
700m
600m
2016
500m
400m
2015
300m
2014
200m
2013
150m
2012
80m
2011
10m
2010
1m

14. Instagram
Stories
Source: Instagram Internal Data, April 2017.
Instagrammers now use
stories every day
200m+

15. 2
increase in
ad recall33pt
increase in
product awareness+6pt
people reached
6m

16. Think should be be someone watching tv and
mobile at the same time, rather than tv on mobile

17. 20%
0%
5%
15%
10%
%ofwatchersactive
0 20 40 60 80
minutes of show
We analyzed the season premiere of a very popular cable television show. In a survey of 537
people who said they were watching the show, their usage of FB went up at EVERY commercial
break.
Commercial Show Pre/post show

18. 20%
0%
5%
15%
10%
%ofwatchersactive
0 20 40 60 80
minutes of show
We also looked at the Facebook activity of the 1779 people that responded to the survey that they did not
watch the show. The figure below shows no discernible difference in activity during the commercial breaks.
Commercial Show Pre/post show

19. Business
Outcomes

20. incremental reach
alongside TV10%
lift in campaign
awareness on
top of TV27%

21. T H E C O M M O N D E N O M I N AT O R I S
P E O P L E
TV
CTR
GRP
Desktop
Mobile
CPM
In-App
CPA

22. Measuring the wrong metrics
costs advertisers more
50% 25% 15% 10%
1x cost 1.7x cost 2.5x cost 4.9x cost
Less clicky More clickyUSER CLICKINESS
5.1xmore expensive than
the 50% of users that
are least clicky
CLICKY USERS ARE
Source: Facebook Marketing Science, internal data, Mobile News Feed, UK, France, Spain, Germany and Italy, for the first 28 days of April 2017

23. Cookies alone distort results
Source: 1: Atlas Internal Data, May, 2016; 2: Nielsen UK Digital Ad Ratings through September,
2016;
overstatement
of reach1
58%
accuracy in broad age
and gender targeting2
54%
understatement of
frequency1
135%

24. Note: “Higher mobile” is defined as campaigns with mobile share of impressions > 68% (median); 25 lift studies across all industries from 5/15/2015 to 8/26/2015 with at least 2
weeks of data and positive and significant incremental conversion events, only Facebook campaigns that included the Facebook conversion pixel
Percentage of incremental revenue caused by Facebook ads not captured by 24-hour click models
Last click attribution undermines how well your ads are working
54%
H I G H E R M O B I L E A D
S P E N D
22%
L O W E R M O B I L E A D
S P E N D

25. People based
measurement

26. Measurement partners

30. Thank you

31. Measurement partners
Appendix
: 28
partners