Join us Dec. 1-3 in New Orleans for the Digiday Programmatic Marketing Summit
Facebook is taking two diametrically opposed tacks when it comes to pitching advertisers. While the social network is expanding the metrics for tracking its video ads — so as to lure brand dollars away from TV and digital competitors like YouTube — it’s also emphasizing how effective it is for lower-funnel direct-response campaigns.
Digiday obtained a pitch deck Facebook has recently been circulating to clients and its preferred marketing developers. Titled “Facebook for Direct Response,” the presentation highlights Facebook’s ability to drive conversions, especially across devices. It’s clear from the language and images included in the pitch deck that Facebook is directly pitting itself against Google in a play for ad dollars.
The presentation was distributed with a list of talking points, both of which are available below.
Highlights:
- Slides 2-4: Facebook emphasizes how revolutionary the impact mobile Internet has been on media-consumption habits and how much more complicated the “path-to-purchase” is as a result.
- Slides 7-8: Taking a swipe at Google, Facebook downplays the importance of search in gauging purchase intent.
- Slides 9-10: Facebook says its “high-quality reach” on mobile is 180 million monthly active users (MAUs), although it’s unclear if that figure includes users on Instagram (which Facebook owns). Still, Facebook is touting Instagram’s value to advertisers as it continues working with Omnicom to develop its ad strategy for the photo-sharing app.
- Slides 11-12: Facebook’s differentiates itself from other direct-response channels by showcasing its robust data set: marketers can combine their own customer data with Facebook’s user data and data from Facebook’s third-party partners Axciom, Datalogix and Epsilon. That makes Facebook campaigns more than twice as accurate than other online channels for DR, it claims.
- Slides 13-17: Facebook illustrates how these data sets can be configured to target different consumer niches.
- Slides 19-23: Again taking a swipe at Google, Facebook shows its news feed alongside an image of a Google search results page. Facebook also illustrates how much more engaging its in-stream ads are, and shows off its call-to-action button for those ads.
- Slides 25-27: Using Facebook’s tracking pixels, marketers can measure the effectiveness of their campaign across devices.
Facebook for Direct Response Marketing
Script for “Facebook for Direct Response Marketing”
Image via Start Blogging Online.
More in Media
How The Times is using AI to model synthetic focus groups from human audiences
The British news publisher has worked with Electric Twin to create a synthetic audience research panel based on The Times’ human reader panel.
Ranking is out, visibility is in as publishers chip away at AI search optimization
In the AI era, measuring pageviews isn’t enough — publishers need a new metrics stack that tracks how they are cited in AI engines and ties it all to clicks and revenue.
How U.K. news group Reach is diversifying traffic sources amid zero-click threat
Reach is diversifying beyond Google by leaning on news aggregators and monetizing Facebook engagement to offset declining search traffic.