Facebook & Instagram It’s a Mobile World

 50,000,000

 38  years

 50M  Listeners

 13  years

 50M  Viewers

 50M  users

 4  years

 50M  users

 2  years

There are ~7 Billion people on earth

5.1 Billion 4.2 Billion

3,100,000 Apps

75%  of  consumers’    

app  time  is  spent    using  just  4  apps  

Source: comScore Mobile Metrix, June 2015

78% of people have their phone with them all but 2 hours per day

MOBILE IS CREATING A 24/7 CONNECTION

Source: “Mobile Continues to Steal Share of US Adults' Daily Time Spent with Media” eMarketer April, 2014 Source: “Mobile Meets Millennials” Survey Sampling International, October, 2014

MOBILE IS CREATING A 24/7 CONNECTION

Source: “Mobile Continues to Steal Share of US Adults' Daily Time Spent with Media” eMarketer April, 2014 Source: “Mobile Meets Millennials” Survey Sampling International, October, 2014

87% of millennials always have their phone at their side, day and night

Mobile Changed Industries

The shift to mobile is happening

The shift to mobile has happened

Source: eMarketer, US, Sep 2014. 1950   1960   2000   2010  

Radio

Television Digital

Mobile

Time Spent by Type of Media

2016  

Media Time

>5hrs  Within  

>7hrs  People  consume  

Source: Millward Brown Digital 2014 AdReaction Multiscreen US Report

People are looking at other screens while watching TV

50%  of people watching

live network TV access a second

screen

51% Of new-vehicle shoppers on the Internet use a mobile device to help them gather information before making a purchase

48% Of new-vehicle buyers shop on a mobile device while at the dealership, primarily to access:

35% of the site's unique visitors

70%

Plan to use their mobile device during their vehicle purchase

Thank You!

Facebook & Instagram Why it Works in Automotive?

Facebook is one of the world’s largest MEDIA platforms ~90% traffic is on mobile

~ 40% of all Internet Traffic

1.71B on Facebook each month

1B on Whatsapp each month

1B on Messenger each month

500M on Instagram each month

Source: Facebook internal data, Q2 2016

156M/142M 50 min

14x visits 201M people 182M mobile

46M/day 21 min

7x visits 99M people 99M mobile

of all time spent on mobile

>20%  1  in  5  Minutes  of  US  consumers’    

app  time  spent  on  Facebook  and  Instagram  

Source: Nielsen Mobile Netview, June 2015.

626K weekday 1,148K Sunday

8,200,000 (A18-49) 8,600,000 (A25-54)

261,000 (3.5 rating) Households

Tri-State DMA

[VALUE]

[VALUE] [VALUE] [VALUE] [VALUE] [VALUE] [VALUE] [VALUE] Facebook Y! Autos AutoTrader AOL Autos Cars.com Edmunds MSN Autos KBB

Reach 11x audience size Quality Polk and DLX verified People Real identity targeting

Social Objectives

Likes,  Shares  &  Engagement   (Fan  Acquisi9on  &  Rep  Management) Reach  &  Awareness,  Leads,  Conversions,  

Sales

Business Objectives

Data

Reach the right PEOPLE

Facebook data

Gender Interests Location Lifestage Age

First-party data

Mobile App Website CRM

Custom Audiences

Third-party data Partner Categories

•  Acxiom •  Datalogix •  MCA

•  Experian •  IXI •  Quantium

•  I live in Commerce Twp, MI •  I’m 40 – 45 years •  I’m married with children

•  I work at Facebook •  I went to Elon University •  I love College Football

•  I’m a Jeep Owner •  I’m In-market •  I love to travel

Data matching is the game changer…

Facebook Profiles

External Data

Match Profiles

Target Audience

Reaching Real People: Via Authentic Identity & Across Multiple Devices

Audience Creative Measurement

Three Key Understandings

What you should be buying!

Basic Targeting … Demo, Geography, Purchase Intent (Polk)

Custom Audience … Your Database, Prospective/Loyalty

Website Retargeting … Showed Intent

Look-a-Like… Build a Audience That Looks Like Your Customers

Basic 1 – Location

•  Dealership Address

•  Radius 5-mile

•  Adults 25+

Basic 2 – Location + Shopper

•  Zip Codes

•  In-Market (0-3 months) •  Sedan

•  SUV

•  Trucks

•  Etc…

Basic 3 – Location + Shopper Conquest

•  DMA

•  In-Market (0-3 months)

•  Ford, Chevy, Toyota, etc…

Target 4 – Location + Dealer Events

•  New York City

•  Examples: •  Tent Sales

•  Community Events

•  Etc…

23  Cars Sold

2212          Unique dealer site visits

Castle Automotive Group promoted their customer retention program with local awareness ads on Facebook, targeting prospects within a small radius around their dealerships and around the competition.

$0.98  Cost per click (CPC)

Custom Audiences

Facebook Profiles

External Data

Match Profiles

Custom Audience

Driving new car sales from the service lane

$79        Advertising spend per

New car sold

48%      Service coupon redemption rate

80%          Savings over direct-mail

marketing

4  Used Car Trade Ins

Custom Audiences … Examples

•  New Car Prospects … Age, Equity, etc…

•  Used Car Prospect … Model, Miles, etc…

•  Service … Oil Change, Tires, etc…

Website Retargeting Dealer website

Facebook.

Look-A-Likes

Dealer website

Build a prospect list that looks exactly like customers

Audience Creative Measurement

Three Key Understandings

Make it Relevant

•  Tie your messaging to…. •  Monthly Offer •  Events •  Audience (i.e. Millennials) •  Dealer Amenities

Business Objective

 Carousel Unit

Up-sell – Include a variety of inventory and or highlight product features

Audience Creative Measurement

Social Objectives

Likes,  Shares  &  Engagement   (Fan  Acquisi9on  &  Rep  Management) Reach  &  Awareness,  Leads,  Conversions,  

Sales

Business Objectives

Facebook is one of the world’s largest MEDIA platforms ~90% traffic is on mobile

Thank You !!!