Facebook Media Kit (01/2013)
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The document is a media kit that provides an overview of Facebook's advertising products, including ads and Sponsored Stories. It aims to help advertising and marketing professionals understand how to use Facebook's advertising program. The kit covers topics like ad targeting, formats, and placements across Facebook and to external websites.
Facebook Media Kit (01/2013)
- 1. What is this document? The Facebook media kit provides an overview of Facebook’s advertising and Sponsored Stories products. It is a tactical guide for media kit advertising and marketing professionals wishing to understand the basic workings of the Facebook advertising programme.
- 2. Media kit Click here to come back Contents (click to view) to this page at any stage Pages Pages Facebook Mission Targeting Global statistics 4 Sophisticated ad targeting 19 Connecting with people’s friends 5 Reaching people with accurate targeting 6 Appendix Ad formats - RHS of homepage 21 Brand resonance & ROI 7 Ad formats - RHS of Facebook 22 Media Ad formats - News feed Desktop 23 Social is not an objective 9 Ad formats - News feed Mobile 24 Facebook ad destinations 10 Log-Out Experience 25 Facebook ad placements 11 Ads inside Facebook 12 Ads to external websites (option 1) 13 Ads to external websites (option 2) 14 Ads to external websites (option 3) 15 Sponsored Stories 16 Products for each objective 17 Page 2
- 3. Facebook Mission Make the world more open and connected
- 4. Media kit Facebook enables businesses …more often than anywhere else. to connect with more people on more devices… 58% Return 6:00 daily 1 Billion 3:03 2:07 Monthly active users across all platforms 1:55 Microsoft™ Yahoo™ Google™ Facebook 61% Hours per month per user on YOY growth desktop (global) 600 Million Monthly active users on mobile Page 4 Source: Desktop: comScore global monthly data, September 2012; Facebook, Global MAU, Oct 2012 Mobile:: comScore US monthly data, September 2012
- 5. Media kit Brands can also connect with people’s friends Extend your reach through recommendation of your brand by your fans to their friends. 92% trust word of mouth of friends & family 47% trust TV, radio & newspaper Source: Nielsen, April 2012: “Global Consumers’ Trust in ‘Earned’ Advertising Grows in Importance.’ Page 5
- 6. Media kit Reach the right people more efficiently with more accurate ad targeting Overall campaign accuracy Narrow campaign accuracy 94% 91% 77% 47% Cost 71% Savings Cost Savings 27% Online average Facebook Online average Facebook Source: Nielsen OCR, October 2012. Page 6
- 7. Media kit Generate higher brand …and receive higher return on ad spend. resonance than other online Results of a study that included ad campaigns... over 60 campaigns. +98% generated a 70% of campaigns 3X or greater return +31% on ad spend Online average Online average generated a Facebook Facebook Better ad recall Greater brand 49% of campaigns 5X or greater return awareness on ad spend Source: Nielsen Brand Effect norms, May 2012. Page 7 Source: A variety of 3rd party methodologies like panels and MMM.
- 9. Media kit Social is not an objective Start with your marketing objective, build your Facebook strategy and plan media to support Awareness Consideration Conversion Loyalty Page 9
- 10. Media kit Facebook ads can be linked to two destinations 1 Facebook For example, when you want to connect people with your Facebook Page, generate engagement with your page’s content or drive users to an application. 2 External Site When you want to send people to an external website or other destination outside of Facebook. Page 10
- 11. Media kit You can choose from a variety of ad placements Right-hand side on Facebook News feed desktop Log-Out Experience Right-hand side on homepage News feed mobile Page 11
- 12. Media kit 1. Inside Facebook Everything starts with your page Right-hand side on Facebook Right-hand side on homepage Available placements News feed desktop 2 This post can then be shown as an ad 1 The ad is created from the content of your post. Any content you post on your page can be turned into an ad. News feed Click here for a breakdown of possible ads. mobile Create a post on your page Choose between 6 different types of posts: status (text), image, video, link, event or question Log-Out Experience Page 12
- 13. Media kit 2. External website Option 1 - Using an offsite ad Right-hand side on Facebook Jasperʼs Market Right-hand side on homepage Come and check out our Available placements fresh produce at our brand new website! News feed desktop News feed mobile Log-Out Experience Page 13
- 14. Media kit 2. External website Option 2 - Using a page post link ad Right-hand side on Facebook Right-hand side on homepage Available placements News feed desktop 2 This post can then be turned into a page post link ad 1 The ad includes the status text and the link News feed box below contains basic information pulled mobile Create a post on your page from the website containing a link This creates a link box which pulls in an image and basic information from the site to which you are linking Log-Out Experience Page 14
- 15. Media kit 2. External website Option 3 - Placing links within the text component of the page post Right-hand side on Facebook Right-hand side on homepage Available placements News feed desktop 1 2 News feed mobile Including a link within the text of The resulting ad will be a page various page posts post ad containing the link When posting content such as photo or videos you This can be powerful as it uses a photo or can include a link within the descriptive text video to stand out but is still capable of driving people off-site Log-Out Experience Page 15
- 16. Media kit Sponsored Stories Organic stories with the reach of paid media Right-hand side on Facebook Right-hand side on homepage Available placements News feed desktop 3 1 2 Distribute content Users engage with Scale reach with From the page posts you have created your content Sponsored Stories News feed and paid to promote, your content is mobile The Facebook audience engages with You can purchase sponsored stories to now being distributed across Facebook your content in the form of likes, com- ensure that the additional stories are ments and shares, all of which in turn shown to more people generate additional stories about your brand from users to their friends Log-Out Experience Page 16
- 17. Media kit A product to meet every objective For each objective, you might consider the following products and placements Marketing Purpose Recommended Recommended Example Objective Products Placements Case Studies Fan acquisition Page like ads News feed desktop Adidas (click here to view) Sponsored stories News feed mobile Heineken (click here to view) (Page like) Right-hand side Log-Out Experience Awareness Product promotion / Page post ads News feed desktop Clinique (click here to view) (Video, photo, questions) awareness News feed mobile ASOS (click here to view) Sponsored stories Log-Out Experience (Video, photo, questions) Video plays Page post video ad News feed desktop O2 (click here to view) News feed mobile BT (click here to view) Log-Out Experience Consideration Fan engagement Page post ads News feed desktop Sainsbury’s (click here to view) (Video, photo, questions) News feed mobile Sponsored stories (Video, photo, questions) Mobile App Mobile app install ads News feed mobile Conversion promotion DR Off site ad Right-hand side Gamepoint (click here to view) Page post ads News feed desktop McDonald’s (click here to view) (Offer, event, link) News feed mobile Domino’s (click here to view) Sponsored stories Loyalty (Claim, RSVP, link) Costa Crociere (click here to view) There are 2 main ways to buy Facebook Ads & Sponsored Stories: CPC via Self Serve, CPM via IO. Talk to your local Facebook representative for more information. Page 17
- 18. Targeting
- 19. Media kit Find the right customers with sophisticated ad targeting Purpose Age Gender Personal Market City / State / Zip Birthday Education Workplace Relationship status Social Custom Audiences Likes & interests Friend connections Email addresses Activity (e.g. check-ins) Phone numbers Intent Facebook user IDs Page 19
- 20. Appendix
- 21. Media kit Ad formats - RHS of homepage Page post text ad Page post photo ad Page post question ad Text: 90 characters, remainder Text: 90 characters, remainder Up to 3 answers, plus a “See truncated truncated More” option. 4 answers will show if there are exactly 4 Photo: 168x128 px (Note: answers. posting a 4:3 photo is recommended, as they will be Question/answer character resized to a 4:3 ratio/168x128 px. limit is dependent on how Larger images will be resized many capital vs. lowercase to fit. 3 px are added in to each letters are used side of the border.) Page post video ad Page post link ad Page post event ad Text: 90 characters, remainder Text: 90 characters, remainder Text: 90 characters, remainder truncated truncated truncated Video thumbnail: 185x194 px Image: 75x75 px thumbnail Image: 75x75 px thumbnail YouTube thumbnail: 140x104 px Note: Alternate video image sizes will be reformatted to fit these dimensions with their aspect ratios preserved. Video thumbnail will be pulled from video/post Page post offer ad Offsite ad Text: 90 characters, remainder Title: 25 characters truncated Text: 90 characters Terms and conditions: 900 Image: 110x80 px characters (we recommend no more than 700 for optimal user experience) Image: 75x75 (RHS of homepage) Page 21
- 22. Media kit Ad formats - RHS of Facebook Page post text ad Page post photo ad Page post question ad Text: 90 characters, remainder Text: 90 characters, remainder Up to 2 answers. 3 answers truncated truncated will show if there are exactly 3 answers. Photo: 168x128 px (Note: posting a 4:3 photo is Question/answer character recommended, as they will be limit is dependent on how resized to a 4:3 ratio/168x128 px. many capital vs. lowercase Larger images will be resized letters are used to fit. 3 px are added in to each side of the border.) Page post video ad Page post link ad Page post event ad Text: 90 characters, remainder Text: 90 characters, remainder Text: 90 characters, remainder truncated truncated truncated Video thumbnail: 185x194 px Image: 75x75 px thumbnail Image: 100x72 px YouTube thumbnail: 140x104 px Note: Alternate video image sizes will be reformatted to fit these dimensions with their aspect ratios preserved. Video thumbnail will be pulled from video/post Page post offer ad Offsite ad Page like ad Text: 90 character limit Title: 25 characters Title: 25 characters Terms and conditions: 900 Text: 90 characters Text: 90 characters characters (we recommend no Image: 100x72 px Image: 110x80 px more than 700 for optimal user experience) Image: 50x50 (RHS of Facebook) Page 22
- 23. Media kit Ad formats - News feed desktop Page post text ad Page post photo ad Page post question ad Text: 500 characters, Text: 500 characters, remainder truncated Page name and question is remainder truncated Specs and formatting for photos limited at 2 lines total dependent on how many photos are Up to 3 answers plus a “See available More” option. 4 answers will show if there are Single photo: Cap at 400 pixels (400w for exactly 4 answers. landscape, or 400h for portrait). Usually means 400x300 px or 300x400 px. Nearly square photos are cropped to 320x320 px 2 or 4 photos: 196x196 px for each photo 3 photos, or between 5 and 9: 129x129 px thumbnails Album created stories: 3 photos in 129x129 px, and one larger photo at 398x264 px Page post video ad Page post link ad Page post event ad Text: Up to 6.5 lines in mobile feed, Text: 500 characters, remainder trun- Text: Page name, event title, remainder truncated. Usually is cated. Link attachment is shown date, time, location (pulled from around 205 – 275 characters. Text format: 1-2 lines for the title event) (depending on length) Image thumbnail: Optimal width- Image: Page’s profile photo 720 px (will be stretched if shorter, 1 line for the domain the link points will be cropped if wider) to 720 px is the maximum height 2-3 lines for the body text (depending before cropping in feed (will show on title length) full image if clicked). Crops from Image: 90x90 px the middle. Page post offer ad Text: 90 characters, remainder truncated Image: 90x90 px Terms and conditions: 900 characters (we recommend no more than 700 for optimal user experience) Page 23
- 24. Media kit Ad formats - News feed mobile Page post text ad Page post photo ad Page post question ad Text: Up to 6.5 lines in mobile Text: Up to 6.5 lines in mobile feed, remainder Page name and question listed, feed, remainder truncated. truncated. Usually is around 205 – 275 up to about 125 characters (3.5 (Usually is around 205 – 275 characters. lines) characters.) Image: Optimal width- 720 px (will be stretched if shorter, will be cropped if wider) Height varies. follows aspect ratio 720 px is the maximum height before cropping in feed (will show full image if clicked). Crops from the middle. Should upload a photo of any dimension between 200 x 200 and 2048 x 2048. Mobile website renders differently on different phones. We optimize the photos to look best in the browsers and photos they are displayed in. Page post video ad Page post link ad Page post event ad Text: Page name and event title Text: Up to 6.5 lines in mobile Text: Up to 6.5 lines in mobile feed, remain- feed, remainder truncated. der truncated. Usually is around 205 – 275 Image: Page’s profile photo Usually is around 205 – 275 characters. Map with location of event characters. Image: 100x100 px thumbnail Image thumbnail: Optimal Link: width- 720 px (will be stretched 2 lines for link title if shorter, will be cropped if 1 line for the source wider) 1 line for the description. If no source, we 720 px is the maximum height display description. before cropping in feed (will show full image if clicked). Crops from the middle. Page post offer ad Text: 90 characters, remainder truncated Image: 100x100 px Page 24
- 25. Media kit Ad formats - Log-Out Experience Page post photo ad Text: Recommend 90 characters or less to ensure no text is cut Video: Suggested resolution is 1920x1080p Minimum resolution is 1280x720p Suggested format is MP4 16:9 ideal aspect ratio 3 minute maximum, 30-60 seconds recommended Page post link ad Text: Recommend 90 characters or less to ensure no text is cut Image: 851x315 px 300 dpi resolution Image uploaded from the Page to a public album Page 25