Mini-Webinar:The FBX News Feed OpportunityAUGUST 15TH 2013

PREMAL SHAH

VP of Strategy

prem@chango.com

ANSHU KHURANA

FBX Partner Manager, Facebook

facebook.com/anshu.khurana

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Marketers use Chango because we consistently & professionally solve their digital needs

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1. SEARCH RETARGETING2. LOOK-ALIKE TARGETING

PROSPECTfor new customers

CONVERTmore site visitors

3. PROGRAMMATIC SITE RETARGETING

FULLY MANAGED SOLUTIONS

We help you prospect for new customers and convert existing site visitors

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WHY USE IT?- Find new customers- Exclusive access to Chango’s

300+ million search profiles- Easy onboarding & fully

managed campaigns- Boost brand awareness

PROSPECT FOR NEW CUSTOMERS

Search Retargeting reacts to hand-raisers based on their searches

HOW IT WORKS:

An Individual searches

Chango identifies those searches

Target only those relevant individuals based on the terms that matter to you

Search Term

Search Term

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Site Retargeting is fundamentally broken

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CONVERT SITE VISITORS

Programmatic Site Retargeting focuses on the true value of each site visitor

WHY USE IT?- Re-engage with visitors that

matter, even on FBX- Full transparency- Reduce wastage- Fully managed solution

Advanced Site Retargeting

Standard RetargetingAll visitors treated the same

Dynamic ads based on pages viewed

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WHY FBX MATTERS

Be where your audience is…

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WHY FBX MATTERS

What marketers are anticipating looking forward…

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FBX & CHANGO – THE REAL OPPORTUNITY

1bn+ Registered Users25% of Real-time Impressions

PROSPECTusing Search data &

3rd party data

CONVERTexisting visitors with1st party site data

Understanding the Facebook Exchange (FBX) and News Feed Ads

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FACEBOOK EXCHANGE OVERVIEW

What is the Facebook Exchange?- A Facebook ad exchange; different than Native Ads- The exchange allows approved Demand Side Platforms (FBX PMD

partners) to bid by bringing in their unique third party data- A highly visible inventory source, including Right-Hand Side (RHS)

placements and News Feed Page Post Link Ads (FBX News Feed ads)- Allows for specific direct response objectives, such as Search Retargeting

or Site Retargeting

Right Hand-SideNews Feed Page Post

Link Ads

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FBX PREFERRED MARKETING DEVELOPERS

Chango: A FBX Qualified Company

http://www.facebook-pmdcenter.com/fbx

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FBX AD FORMATS

The Evolution of FBX Ad Units:RHS and News Feed Ads

As of June 2013

FBX Beta: Link Page post ads

More real estate driving offsite

Previous ads

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FBX AD FORMATS

The Evolution of FBX Ad Units:RHS and News Feed Ads

As of June 2013

FBX Beta: Link Page post ads

More real estate driving offsite

• Link Page post ad only

• Desktop only

• News feed

• May contain social context

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FBX AD FORMATS

RHS and FBX News Feed Link Page Post Ads

Right-Hand Side (RHS) Standard Ads FBX News Feed Link Page Post Ads

Marketing Objective Direct Response campaigns Direct Response campaigns

Placement On the right-hand side of the page Center of the page within the News Feed as “Suggested” post

Ad components • Small thumbnail image• Text ad with title• URL• Links to your site outside of FB

• Name of advertiser page & profile image• Bigger image in ad creative• Domain (URL)• Description/text ad• Like, Comment, Share (byproduct of the ad unit)• Link to a site outside of FB

What to expect • Scale! Large volume of impressions• Efficient channel

• Larger placement• Impressions are considered free bonus as the pricing is

based on insertion• Higher CTR than RHS• Expects higher CPMs

Chango offers FBX ad creative services, ask us for details

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THE FACEBOOK EXCHANGE

• Large scale• Drive conversions• Can include total "Likes" from FB Page

Examples of Ad Formats

FBX RIGHT-HAND SIDE STANDARD AD

• Prominently placed in News Feed• Drive conversions• Voice of the page• Higher CTR & Conversions

NEWS FEED LINK PAGE POST AD

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TAKEAWAYS

• Optimize it like new inventory, availability is different than RHS

• Extend the same display budgets

• Use for direct response goals only

• Continue to leverage RHS• Expect to bid significantly

higher

Best Practices for FBX News Feed

DO

• Don’t expect same CPMs and CTRs

• Don’t focus on organic and viral side effects

DON’T

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TAKEAWAYS

Performance Success via FBX News Feed

Click Through Rates:• Trending higher than RHS and Traditional Web

Click Through Conversions:• Up to 25x higher than Traditional Web and 30x higher than RHS

• CPAs are 10x better for CTC conversions vs. RHS

Takeaways:• FBX News Feed delivers a higher quality engagement & converters• RHS & News Feed perform better when running concurrently (combining

quality & scale)

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SUMMARY

Main points…

1. The Facebook Exchange (FBX) allows Demand Side Platforms to bring IN unique third party data (e.g. search/intent data, marketer visitor data). This is different than Native Ads, which leverages Facebook data (profile data, etc.)

2. FBX ad formats, RHS and News Feed, can be leveraged for both Prospecting and Programmatic Site Retargeting needs.

3. Extend your campaigns to FBX. Over 65% of internet users are on Facebook and your marketing message should extend to them when they are social networking.

4. Both News Feed and RHS units differ, but work best when used together, delivering quality performance with scale.

5. Follow News Feed best practices when leveraging towards your campaigns.

#learn: chango.com/resources

THE FACEBOOK EXCHANGE HANDBOOK

Everything you need to know about FBX marketing, including prospecting with search data.