Facebook Cross Border Business Handbook PDF

CROSS-BORDER BUSINESS HANDBOOK
Going global with Facebook

2016
C RO S S - B O RDE R B US INE S S HANDB O O K

Going global with Facebook PG 04 COUNTRY INSIGHTS PG 78 FACEBOOK CASE STUDIES
PG 04 Australia PG 80 ELEX
PG 08 Brazil PG 82 TransferWise
People around the world are more connected than ever. In 2012, begins with basic demographic information, followed by notable
PG 13 Canada PG 84 NewBornTown
there were only 2.7 billion people on the Internet. By 2018, that industry information that includes various business sizes, the scale
PG 18 France PG 86 Replay
number is expected to be 3.82 billiona growth of 30%.1 And of online shoppers, the number of smartphone users and more. PG 23 Germany PG 88 Great Little Place
last year, more than 900 million people around the world had at Then, consumer behaviors on Facebook are covered. For example, PG 28 Malaysia PG 90 Lost My Name
least one international connection on social media.2 youll learn that the top categories discovered by Facebook users PG 33 Thailand PG 92 Wix
in France are entertainment, cosmetics, tech and luxury fashion.6 PG 38 Philippines PG 94 LAN
These globally connected people are becoming global consumers.
And that 70% of Malaysians surveyed have seen or searched for PG 42 United Kingdom
361 million people worldwide have participated in cross-border PG 47 United States
information on Facebook before purchasing.7 PG 98 INSTAGRAM CASE STUDIES
e-commerce, and 429 million are international travelers.3
PG 100 ABSOLUT
Its never been a better time to reach new customers and new PG 52 BEST PRACTICES PG 102 Playdemic
With 1.59 billion monthly active users4one-fifth of the worlds
markets. We hope you use this handbook to take advantage of CHECKLIST PG 104 Mercedes-Benz
population Facebook is uniquely positioned to help you
the opportunities your business has around the globe with the PG 106 Qantas
reach your customers, wherever they are. People on Facebook
power of Facebook. PG 56 TARGETING PG 108 CCTV News
and Instagram are at the center of personal connection and
PG 110 BIRCHBOX
discovery. They are open to learning about new products.
According to our research, 50 million SMEs use Facebook to PG 58 AD TYPES
1
eMarketer Apr. 2016
PG 58 How People See Ads PG 112 INSTAGRAM
find customers, and 30 percent of their fans are from other Digital Globalization, The New Era of Global Flows, McKinsey Global Institute, Feb. 2016
2
3
Digital Globalization, The New Era of Global Flows, McKinsey Global Institute, Feb. 2016 PG 60 Video Ads BEST PRACTICES
countries.5 4
Facebook 4th Quarter Report, 2015
PG 62 Carousel Ads
5
Facebook Internal Data, Dec. 2015
This cross-border business handbook was created to help you 6
EMEA Country Profile Study, GfK (Commissioned by Facebook), France, December 2015, N=1000 PG 64 Photo Ads
Malaysian on Facebook, TNS Study (Commissioned by Facebook), 2014. N = 1069 PG 66 Link Ads
7
discover how Facebook can help your business grow. Youll find
PG 68 Lead Ads
a wide range of information to help you communicate effectively
PG 70 Canvas Ads
with potential customers around the world. Each country section
PG 74 Slideshow Ads
PG 76 Ad Specs
Population: 24 Million OVERVIEW
1
Age Structure 2016 (projected) 8 3

RETAIL SALES AND GROWTH FACEBOOK ACCESS 15% used Android
0-14 years 15-24 years 25-54 years 55-64 years 65+ years
2
E-Commerce size 8
$21B
18% 13.3% 41.8% 11.8% 15.1% 2016 (PROJECTED)
51% of Men and 45% of Women Facebook users are between 18-34 years of age 3 $330 Billion 39% 51% 33%
2020 (PROJECTED)
accessed FB by using used both desktop used iphone, ipod
$349 Billion only mobile & mobile or ipad
2018 (projected)
E-Commerce size 8
FACEBOOK APP USAGE

10
TIME SPENT
11
$24B DESKTOP MOBILE ONLY
AUSTRALIA TOP 5 CIT IES by population 4

1.5x more time spent on
Facebook vs Youtube
INTERNET POPUL ATION
11 Million 10 Million
9
Daily Active Users Daily Active Users

Sydney | Melbourne | Brisbane | Perth | Adelaide
Official language: English 97% Major Religion: Christianity 5
14 Million Monthly Active Users 13 Million Monthly Active Users
21 Million
12 8
GAMING INDUSTRY DIGITAL TRAVEL SALES
DIGITAL SHOPPER S 8
Average annual spend of $175.71 per gamer

GDP PER CAPITA PPP 2017 (projected)
6
6
is well above regional average.
12.1 Million
$44,915 $48,674
GAMER SIZE ANNUAL ESTIMATE 2017 (PREDICTED)
40% of Australian PC / MMO players
SM ARTPHONE USER S 9 12.1 Million >$2 Billion use Steam to download games. $7.07 Billion
18%
13
14.6 Million Time spent on Facebook compared to online media time spent
CRO S S -B O R D E R B U SI N E S S H A N D B O O K 5
92% of students 7 7 15
below 25 years old

access Facebook
on a daily basis 7
83% of 16-24 year olds access
33% +70% +95%

Facebook on a daily basis 7
67% of mums access Facebook

on a daily basis 7
of males 25 54 years discover of Facebook users aged 25 44 of people in Australia use at least
new movies via Facebook dual-screen. Some, most or all of two devices and a third use three.
People check Facebook 7 the time whilst watching TV The majority of multi-device users are
14x/day
ages 3554, and half are parents.
15
MULTIPLE DEVICES ENABLES AUSSIES TO:
Australia
Access more Feel more aware
48% 32% Make smarter
28% Gain control
32% Worldometers, accessed Feb 2016
1
educational of the possibilities
decisions over their future 2
CIA World Factbook, June, 2015
opportunities in their lives
3
Facebook Audience Insights Tool Dec. 6th 2015 - Jan. 6th 2016
1 out of 4 people say that wearables
4
Australian Bureau of Statistics: Regional Population Growth, Australia, 2010 11
66% of Australian multi-device users say they have used their smartphones by 9am 5
Wikipedia.org
make them feel advanced.
Projected shipments of wearable
6
Tradingeconomics.com
16 16
devices will grow 20% by 2019, reaching ONLINE PAYMENT METHODS USED OTHER PAYMENT METHODS USED 7
Aussies on Facebook 2015, Nielsen (Commissioned by Facebook), January 2015, N=1000
173 million units worldwide. 14
8
eMarketer, Dec 2015
BPAY
9
eMarketer, Jun 2015
36% 35%
10
Facebook Internal Data, Feb 2016, accessed Feb 2016
POLi
11
The comScore audience product suite, comScore, total minutes spent among adults age 15+, facebook.com vs Youtube, Dec 2015
7
On average, 60% of people who
12
Newzoo Global Games Market Data, October 2015
discover a business or product on
14% 13% 13
Reach Study, TNS (Commissioned by Facebook), 2015
PayPal
Facebook remain on Facebook to 2% 14
Fueled by Growing Demand for Smart Wearables, IDC Forecasts Worldwide Wearable Shipments to Reach 173.4 Million by 2019 by IDC, Sep 14, 2015
learn more and/or go to their website
15
Multi-device Study by GfK (Facebook-commissioned study of people ages 1854 who use a smartphone, tablet, desktop or laptop at least once a week in AU, TH and TW), OctNov 2015
PayMate
Visa MasterCard American Express PayPal POLi 16
Global-ecommerce-payments-guide, Adyen.com, 2015
1
Age Structure 2016 (projected) 8 8 8

RETAIL SALES AND GROWTH DIGITAL AD SPENDING MOBILE AD SPENDING
2 E-Commerce size 7
Percentage of total media ad spending Percentage of total digital ad spending
$22B
23.8% 16.5% 43.7% 8.4% 7.6% 2016 (PROJECTED)
66% of Men and 60% of Women Facebook users are between 18-34 years of age 3 $615 Billion
2020 (PROJECTED)
16.6% 28.1%
$628 Billion $0.93 Average cost per Install for FB mobile Ads 9
2018 (projected)
E-Commerce size 7
FACEBOOK APP USAGE

12
GAMING INDUSTRY
BRAZILTOP 5 CIT IES by population 4

GAMER SIZE
62.5 Million
10
INTERNET POPUL ATION 72 Million 65 Million The top 10 grossing iPhone games
7
Daily Active Users Daily Active Users

Sao Paulo | Rio de Janeiro | Salvador | Brasilia | Fortaleza account for 55% of all revenue earned
by the top 1,000 games for the device
Official language: Portuguese Major Religion: Christianity 5
100 Million Monthly Active Users 95 Million Monthly Active Users in Brazil.
11
5% SPEAK ENGLISH
113.7 Million
15
DIGITAL TRAVEL SALES TIME SPENT
DIGITAL SHOPPER S 7
45M people in Brazil

13
are interested in travel
6 6 Facebook vs Youtube
GDP PER CAPITA PPP 2017 (projected) GDP PER CAPITA PPP 2020 (projected)
80 Million
$15,500 $18,793
2015 2017 (PREDICTED)
38% intend to spend more
$12 Billion $15.4 Billion
14
on travel next summer 13
SM ARTPHONE USER S 7
8:1
49.1 Million
16
Ratio of Android vs iPhone users on Facebook
B RA Z I L
TRENDS IN CONNECTIVITY
SHOPPING BEHAVIOR USER SNAPSHOT
70% of people with 17 20 20 17 18 18 18 18 18 18 18
Internet access who

wanted to buy something 75% 74% 73% +70% 68% 67% 64%
in Dec 2014 regard the 27% of those who shop 44% of men said they shop 13% of women said they 80% of Brazilians post
online already shop using for less than a week for do their Christmas shopping something related to their
Internet as the main a smartphone Christmas before December shopping on Facebook
want to receive want to receive want to receive had increased their use social networks use social networks use social networks
special offers news about brands information about use of smartphones while theyre watch- when they go out when they wake up
means of obtaining infor- 41% said they shop for less than new products the last two years ing TV at home on their own
a week for Christmas
mation about purchases.
17
17
WHILE USING FACEBOOK 18 18 18 17 13 13 13
18
stated that they stated that they pay use FB to research new have discovered brand
99% 93% 68% 60%
96% surveyed read brands posts attention to the ads products & brands information on FB 67% 64% 70% 43% 85% 17% 24%
follow brands on Facebook
17
SOCIAL PLATFORMS AND THE PURCHASING PATH use social networks use social networks check social state they watch post more photos more photos posted state theyre going
when they go out when they wake up networks before videos on products than text status via cell phones com- to spend more
86% surveyed on their own they go to bed they want to buy on updates in summer pared to the month on clothes and
follow brands on Instagram Before purchasing While purchasing After purchasing
Facebook before/after summer accessories
79% Look for information on the brand 37% Interact with the brand 63% Post information about the
product
79% Look for information about 32% Check-in to get discounts
3.3x more people say they have access products/services 63% Recommend the product
30% Ask friends and family for their 17 17
to exclusive content on Facebook com- HOW PEOPLE ACCESS FACEBOOK WHAT DO BRAZILIAN SHOPPERS DO AFTER FOLLOWING A BRAND ON FACEBOOK
76% Look for recommendations and opinions about the product 61% Recommend the retailer
pared with other digital platforms. 18 Smartphones are becoming increasingly important
opinions of other consumers
about the product
21 21
69% | Smartphones 60% | found out more information about the brand
ONLINE PAYMENT METHODS USED OTHER PAYMENT METHODS USED
19
Most popular timing for Brazilians

to do Christmas shopping: 43% Transferencia 23% | Tablet 58% | bought products/services from the brand
24% | Beginning of November 32% Bancaria Local
18% | End of November 15% 62% | Laptop 50% | researched the brand/product
28.4% | Beginning of December 4% 4% PayPal
14.6% | End of December
MercadoPago 72% | Computer 43% | read or wrote recommendations for the brand
Visa MasterCard Boleto Safety Pay / PayPal Bank Transfer
Brazil
1
Worldometers, accessed Feb 2016
2
3
4
Brazilian Institute of Geography and Statistics 2014. Retrieved 12 September 2014
5
Wikipedia.org
6
7
eMarketer, Jun 2015
8
eMarketer, Dec 2015
9
Salesforce Marketing Cloud, salesforce Advertising Index Q2 2015, Nov 25, 2015
10
11
US Mobile Games M arket Makes 247 Companies More Than $1M a Year, newzoo, Apr 2014
12
13
Facebook Internal Data, first quarter, 2015
14
eMarketer, Dec 2015
15
The comScore Audience Product Suite, comScore, Total Minutes Spent Among Adults Age 15+, Facebook.com vs Youtube, Dec 2015
16
Facebook Internal Data, Jan 2016, accessed Jan 2016
17
Connected Shoppers, Study Commissioned by Facebook, December 2014/January 2015
18
Communications in a Digital World, Millward Brown Digital (commissioned by Facebook), July 2014, sample size =603, age 18 44 who own a laptop, desktop, smartphone and/or tablet and use at least once a month
19
Facebook Internal Data, Search on Facebook Brazil, August 2015
20
Internal Facebook Data, Based on an Internal Survey in October 2014
21
C RO S S - B O RDE R B US INE S S HANDB O O K 12
1

2 E-Commerce size 8
$31B
15.5% 12.7% 41% 13.5% 17.3% 2016 (PROJECTED)
2020 (PROJECTED)
34% 34.2%
$499 Billion $3.89 Average Cost per Install for FB mobile Ads 10
2018 (projected)
E-Commerce size 8
FACEBOOK APP USAGE

11
DIGITAL TRAVEL SALES
8
CANADA TOP 5 CIT IES by population 4

2015
$11 Billion
16 Million Daily Active Users 14 Million Daily Active Users
7
Toronto | Montreal | Vancouver | Calgary | Edmonton 2017 (PREDICTED)
Official language: French Major Religion: Christianity 5
21 Million Monthly Active Users 18 Million Monthly Active Users $13 Billion
85% SPEAK ENGLISH
28.9 Million
13 12
GAMING INDUSTRY TIME SPENT
7
DIGITAL SHOPPER S
Canada is the 8th largest gaming 1.3x more time spent on

6 6
market in the world Facebook vs Youtube
21 Million
$44,434 $46,310
GAMER SIZE
33% of all Canadian gamers play a Mario game
SM ARTPHONE USER S
7
19.1 Million
.6-.8x
20.3 Million Ratio of Android vs iPhone users on Facebook
14
C A N A DA
29% of all time 20 20 21 22
spent on mobile
On average, 4 out of every 5 desktop
properties in Internet users in Canada are on Facebook
17
Canada happens
on Facebook
15
16
$1 Billion 2.44x $150 Million $311 Million
CANADIANS SPEND ON AVERAGE... IN OCTOBER 2014
Estimated amount More Canadians are Estimated amount Estimated amount spent
consumers spent on likely to post from spent on Valentines on Fathers Day-related
of Canadians said they used Halloween related a mobile device on Day gifts in 2015 items in 2015
40 min/day 18
33% mobile to compare prices
while in-store.
items in 2015 Halloween
on Facebook and Instagram
Thats 1 out of 4 Internet minutes
23
NEW MOMS IN CANADA POST MORE THAN NON-MOMS
said they used mobile to make
24 hrs/month 18 29% purchases online to avoid

crowded stores.
on Facebook via mobile
Thats 1 out of 3 Internet minutes
3
4X more video 1.6X more status updates 3.4X more photos share 2X more
HOW USERS ACCESS FACEBOOK 19 19
29% Only Mobile
60% 24
PayPal
55% Desktop & Mobile
30%
Insta Debit
28% iPhone, iPod, iPad 7% 3%
60% of households in Canada have men as primary or shared responsibility for grocery shopping in the household
15% Android Interac
Visa MasterCard Interac American Express
Canada
1
2
3
4
Thomas Brinkhoff: The Principal Agglomerations of the World.
5
Wikipedia.org
6
7
eMarketer, Jun 2015
8
eMarketer, Dec 2015
9
eMarketer, Sep 2015
10
Salesforce Marketing Cloud, salesforce Advertising Index Q2 2015, Nov 25, 2015
11
12
13
Newzoo Global Games Market Data, 2015
14
15
comScore Key Measures Beta, Mobile Metrix, May 2015
16
Reasons for Using a Mobile Device, eMarketer, Oct 2014
17
Calculated based on comScore Key Measures, Canada, Desktop, May 2015
18
comScore Media Metrix Key Measures, Canada May 2015
19
20
Facebook Internal Data, Oct 2015 (based on posts related to Halloween, CA aged 18+)
21
Facebook Internal Data, Feb 2015 (based on posts related to Valentines Day, CA aged 18+)
22
Facebook Internal Data, Jun 2015 (based on posts related to Fathers Day, CA aged 18+)
23
Facebook Internal Data, ages 18+, CA only, Jan 1428, 2015
24
Canadian Grocer Report, Jul 2015
1

2 E-Commerce size 8

$46B
18.7% 11.9% 38.6% 12.5% 18.3% 2016 (PROJECTED)
2020 (PROJECTED)
23.9% 22.2%
$774 Billion $2.25 Average Cost per Install for FB mobile Ads 10
2018 (projected)
E-Commerce size 8
FACEBOOK APP USAGE

11
8
FRANCE TOP 5 CIT IES by population 4

2015
$23 Billion
25 Million Daily Active Users 20 Million
7
INTERNET POPUL ATION Daily Active Users
Paris | Marseille | Lyon | Toulouse | Nice 2017 (PREDICTED)
Official language: French Major Religion: Roman Catholic 5
39% SPEAK ENGLISH
48.7 Million
12 13
7
DIGITAL SHOPPER S
France is the 3rd largest gaming market 1.8x more time spent on
6 6
GDP PER CAPITA PPP 2020 (projected) in Europe Facebook vs Youtube
42.9 Million
$38,171 $38,811
GAMER SIZE
37% of all French console gamers own a Nintendo Wii
SM ARTPHONE USER S
7
30.7 Million
1-2x
29.8 Million More Android vs iPhone users on Facebook
14
F RA NC E
20
DEVICE USAGE THROUGHOUT THE DAY = Smartphone = Tablet = Laptop/PC
70%
French
smartphone users 42% surveyed claimed that the benefits through mobile was
Early Morning Late Morning Lunchtime Afternoon Early Evening Late Evening Post Midnight
0%
are constantly discovering new products and services

15
connected.
15
TOP CATEGORIES DISCOVERED ON FACEBOOK
USING MULTIPLE DEVICES
say they use Facebook whilst

39% watching TV 94% of teens own
66% say they dual-screen during
multiple devices
73% the show
use more than 1 device say they dual-screen during

Over half of surveyed teens in France
own all three: a smartphone, a tablet and Tech Entertainment Cosmetics Luxury Fashion
to access Facebook
16 81%
advertisements 17 a desktop or laptop.
18
& Accessories
10% 11% 10%
9%
BY OWNING MULTIPLE DEVICES 18
15
of teens say it helps them say it helps them to stay say it helps them to get easy
64% communicate more easily
72% up to date with friends
59% access entertainment surveyed selecting Facebook as one of their
25% favorite platforms say its the best to discover
new content/ products or services
61% ONLINE PAYMENT METHODS USED OTHER PAYMENT METHODS USED

19 19
79% of French online watch Video at least While out and about, teens use their French surveyed plan to purchase more
15%
56% ClickandBuy
monthly and 33% at least daily.15 smartphones for entertainment on the go
18
products online in the future
use FB daily, clocking 24% 38% | Trailers 63% | Accessing social networks
up an average of 16% Cofinoga
38% | News 62% | Playing games of French social media users chose
3% 62% Facebook as their favorite social media
3 hours 58 minutes 37% | Movies/TV shows 71% | Listening to music
network (vs 21% for YouTube).
Aurone
per day
15
Visa MasterCard PayPal Carte Bancaire Card 36% | Comedy 69% | Taking photos
France
1
2
3
4
Dpartement of Paris, region of le de France, Dpartement of Bouches-du-Rhne, region of Provence-Alpes-Cte dAzur, Dpartement of Rhne, region of Rhne-Alpes, Dpartement of Haute-Garonne, region of
Midi-Pyrnes, Dpartement of Alpes-Maritime, region of Provence-Alpes-Cte dAzur.
5
Wikipedia.org
6
7
eMarketer, Jun 2015
8
eMarketer, Dec 2015
9
eMarketer, Sep 2015
10
Salesforce Marketing Cloud, Salesforce Advertising Index Q2 2015, Nov 25, 2015
11
12
Newzoo Global Games Market Report, 2015
13
14
15
EMEA Country Profile Study, GfK (Commissioned by Facebook), France, December 2015, N=1000
16
Facebook Audience Insights, France, January 2016
17
EMEA Country Profile Study, GfK (Commissioned by Facebook), France, December 2015, N=290
18
Multidevice Study by GfK (Facebook-commissioned study of people ages 1354 in GfKs panel who use a smartphone, tablet, desktop or laptop at least once a week in France) MayAug 2015
19
20
EMEA Country Profile Study, GfK (Commissioned by Facebook), France, December 2015, December 2015
Population: 80 Million 1
OVERVIEW

2 E-Commerce size 8

$69B
13% 10.6% 41.7% 13.6% 21.1% 2016 (PROJECTED)
2020 (PROJECTED)
27.8% 31.5%
$879 Billion
2018 (projected) $2.51 Average Cost per Install for FB mobile Ads 10
E-Commerce size 8
FACEBOOK APP USAGE

11
8
GERMANY TOP 5 CIT IES by population

4
2015
$30 Billion
23 Million 20 Million Daily Active Users
7
Berlin | Hamburg | Munich | Cologne | Frankfurt 2017 (PREDICTED)
29 Million 25 Million $33 Billion

5
Official language: German Major Religion: Christianity
Monthly Active Users Monthly Active Users
56% SPEAK ENGLISH
63 Million
12 13
7
DIGITAL SHOPPER S
GAMER SIZE
Germany is the 5th largest gam-
42 Million ing market in the world, largest Facebook vs Youtube
gaming market in Europe
6 6
52.6 Million
$46,090 $47,844
PC/MMO games attract most players, Only in handheld gaming are there more women
7 followed by mobile phone games than men (54%), most are below 35 yrs old
SM ARTPHONE USER S
1-2x
14
G E R M A NY
20
70%
There are 10M 20 21 17 18
soccer fans on FB 0%
in Germany
15 82 %
51 %
15 %
76 % Early Morning Late Morning Lunchtime Afternoon Early Evening Late Evening Post Midnight
16
TOP CATEGORIES DISCOVERED ON FACEBOOK 16% of German plan to purchase more products online in the future
of German social media of German social media of German retail sales vol- of laptop/PC usage at home
users chose one of users see WhatsApp as ume will be transacted over is for shopping online.
Facebook family of Apps the preferred platform for the Internet by 2025
as their favorite messaging people 8.5% of German retail sales
FIFA is the second most played game
franchise in Germany - more than 1 in 4 volume is transacted over
of all German gamers play it.
12 the Internet
16 18
IMPACT OF MOBILE USING MULTIPLE DEVICES
48%
say that their life has improved through say it helps them
having access to a mobile device 78% communicate easier
Tech Entertainment Cosmetics Travel
45% 98%
feel more connected to friends and 71%
say it helps them stay up 10% 9% 9% 8%
family outside the household to date with friends
More than 4 in 10 teens own all three:
42% of teens own say it helps them get easy
71 % a smartphone, a tablet and a desktop
shop for brands and services multiple devices access to entertainment or laptop.
18 16
MOBILE ENTERTAINMENT TEENS LOOK FOR
81% of Germans watch online video 32% | of Germans say they use
34% content at least once a month.
22
discover new products or services 85% of German Facebook users access Facebook through mobile (38% access it on their mobile only)
16
Facebook while watching TV
32% 19 19 38% | Movies/TV shows & Trailers 78% | Taking photos

stay informed about political issues ONLINE PAYMENT METHODS USED OTHER PAYMENT METHODS USED
73% | do so during a show
37% | News 64% | Accessing social networks
35% Elektronisches Lastschriftverfahren
74% of Germans use their
smartphone daily, spending 35% | Comedy 63% | Listening to music
an average of 16% 15% 14% Klarna
84% | during the advertisements
2 hours 29 minutes 29% | Product reviews/how-to videos 48% | Playing games
Sofort Uberweisung
per day
16
SEPA Direct Debit Sofort/Giropay Open Invoice Visa
Germany
1
2
3
4
Largest German Cities, Statistics, Retrieved 14 November 2015
5
Wikipedia.org
6
7
eMarketer, Jun 2015
8
eMarketer, Dec 2015
9
eMarketer, Sep 2015
10
11
12
13
14
15
FB Internal Data, Q2 2014
16
GfK EMEA country profile study, Germany, December 2015, N= 1003
17
eCommerce: Germanys online share of groceries and drugstore items to double, GFK GROUP, Aug 2015
18
GfK Multi-Device Study (report commissioned by Facebook), September 2015
19
20
EMEA Country Profile Study, GfK (Commissioned by Facebook), Germany, December 2015, N= 710
21
EMEA Country Profile Study, GfK (Commissioned by Facebook), Germany, December 2015, N=547
22
EMEA Country Profile Study, GfK (Commissioned by Facebook), Germany, December 2015, N= 946
OVERVIEW
Age Structure 2015 10

FACEBOOK APP USAGE
2 E-Commerce size 7
$1.3B
28.8% 16.9% 41.2% 7.6% 5.5%
DESKTOP MOBILE ONLY

70% of Men and 68% of Women Facebook users are between 18-34 years of age 3
MALAYSIA
11
GAMING INDUSTRY
GAMER SIZE
Third largest gaming market in Southeast Asia;
TOP 5 CIT IES by population
4
more than 1 in 2 players is also a payer
9
14.6 Million
(above average for Southeast Asia)
Kuala Lumpur | Johor Bahru | Ipoh | Shah Alam | Petaling Jaya
Official language: Malay Major Religion: Islam 5
20% SPEAK ENGLISH
20.6 Million
17
TIME SPENT
7
DIGITAL SHOPPER S
6 6
1.4x more time spent on Facebook vs Youtube 19%
16 Million
$25,920 $28,562
9
of total online media time spend is on FB
SM ARTPHONE USER S
10.1 Million
M A L AYS I A
Malaysia ranks TYPES OF AD CONTENT THAT WILL MOST LIKELY RESONATE

13
FACEBOOK ACTIVITY
15
3rd in the rate of

growth of mobile
Competitive 15%
shopping in Asia
16
75% 87% 81% 70%

Over 20% growth from 25.4% in 2012 High-energy/action 21%
to 45.6% in 2014
3
Humorous 36%
HOW USERS ACCESS FACEBOOK
Malaysians have liked a business Malaysians have liked a brand's Malaysians have liked a brand's have seen or searched for
Family-oriented 47% Facebook page Facebook page to find out useful Facebook page to get exclusive information on Facebook before
64% Only Mobile information information or sneak peeks purchasing
31% Desktop & Mobile Real-life situations 51%
11% iPhone, iPod, iPad Value-oriented 49%
41% Android Health-themed 43% 47% 63% 58% 40%

Aspirational 36%
Kid-centered 21% have searched for product have first heard about a new have first heard about a new movie, Malaysians first heard about
information on Facebook product, brand or service album, book, festival, event or show a new mobile app on Facebook
on Facebook on Facebook
Sentimental 20%
14 14
63% 56%
Average time spent on 42% MayBank2U
Facebook (roughly 2x 34%
more than TV) 18% Malaysians have played have first heard about
6%
a game on Facebook a new game on Facebook
2 hours 35 minutes CIMBClicks
per day
12
Online Banking Visa MasterCard PayPal
Malaysia
1
2
3
4
List of cities, Malaysia (2010), Department of Statistics, Malaysia, retrieved 28 Nov 2013
5
Wikipedia.org
6
7
International Telecommunication Uniion, ComScore via UBS, Nielsens global survey of e-commerce (Q1 2014), eMarketer, Trend Marco, MasterCard, Paypal, VECITA, A.T. Kearney
8
2016 e-Commerce Outlook by 11street: Mobile, Infrastructure & More Overseas Products, ecommercemilo.com, Dec 2015
9
eMarketer, Jun 2015
10
11
12
Reach study, TNS (Commissioned by Facebook), 2015 N = 1069
13
Nielsen, Global Trust in Advertising as cited by Marketing Interactive, Sep 28, 2015
14
15
Malaysian on Facebook, TNS Study (Commissioned by Facebook), 2014. N = 1069
16
Mobile Shopping Survey, MasterCard, 2015
17
the comScore audience product suite, comScore, total minutes spent among adults age 15+, facebook.com vs Youtube, Dec 2015
OVERVIEW
Age Structure 2013 9

FACEBOOK APP USAGE
2 E-Commerce size 7
$0.9Billion
17.6% 15% 46.9% 10.9% 9.5%
DESKTOP MOBILE ONLY

THAILAND TOP 5 CIT IES by population 4

8
GAMING INDUSTRY
10
GAMER SIZE
55% Payer-to-player ratio. Largest
gamer market in Southeast Asia
Bangkok | Nonthaburi | Nakhon Ratchasima | Chiang Mai | Hat Yai 19.3 Million 31% of Thai mobile gamers play
Official language: Thai Major Religion: Buddhism 5 five days a week or more
27% SPEAK ENGLISH
26 Million
10
WOMEN GAMERS
7
DIGITAL SHOPPER S
Women are overrepresented in mobile phone and tablet

games, where women aged 21-25 are most likely to play
6 6
14 Million
$14,888 $15,892
8
SM ARTPHONE USER S
3-4x
9
T H A I L A ND
12 14
FACEBOOK ACTIVITY USING MULTIPLE DEVICES
68% 77% 48% 45%
1 out of 4 say that they saw/ have liked a brand's have bought something search for information Over 95% of people in Thailand use at least two devices and a
people in Thailand searched for informa-
tion on Facebook before
Facebook page on Facebook about products or services
on Facebook
third use three: a smartphone, a tablet and a desktop or laptop.
say that wearing buying something
wearables makes
them feel 57% 53% +56% 92%
advanced.
11
have first heard about have first heard about a first heard about a new have liked a brand's page
a new product, brand new movie, album, book, game on Facebook because they're interested
Its projected that shipments
or service festival, event or show on in its products
of wearable devices will have
Facebook
grown 20% by 2019, reaching
11
173 million units worldwide.
90% 83% 45% 70%

39% 3 out of 4 1 out of 4
have liked a brand's page have liked a brand's page to first heard about a new of Thai FB users have gone from one to many devices multi-device users are students
to get customer service help get Exclusive information or mobile app on Facebook play games on
or find out useful information sneak peaks only available Facebook
just in the past couple of years are Millennials
on Facebook
3
79% of Thai multi-device users say they have used their smartphones by 9am
13 13 14
HOW USERS ACCESS FACEBOOK ONLINE PAYMENT METHODS USED OTHER PAYMENT METHODS USED MULTI DEVICES ENABLES THAIS TO:
60% Only Mobile 52%

PayPal
Feel more aware Prefer smart-
36% Desktop & Mobile 29%
Access more Make smarter Gain control
67% educational 52% decisions
41% over their future
42% of the possibilities 61% phones over
15% One-2-Call Cash
opportunities in their lives laptops/desktops
14% iPhone, iPod, iPad 4%
37% Android 123 Zest
Visa MasterCard (Over-the-counter payment method) Online eBanking
Thailand
1
2
3
4
Division of Research and Development System, Office of Development and Structure, Department of Local Administration, accessible: (1) 2014. Searched 6 February 2015 In Thailand
5
Wikipedia.org
6
7
8
eMarketer, Jun 2015
9
10
11
Fueled by Growing Demand for Smart Wearables, IDC Forecasts Worldwide Wearable Shipments to Reach 173.4 Million by 2019 by IDC, Sep 14, 2015
12
Thais on Facebook, TNS (Commissioned by Facebook), June 2014. N = 1005
13
14
Multi-device Study by GfK (Facebook-commissioned study of people ages 1854 who use a smartphone, tablet, desktop or laptop at least once a week in AU, TH and TW), OctNov 2015
OVERVIEW
Age Structure 2015

GAMING INDUSTRY
2 E-Commerce size 7
$1Billion
33.7% 19% 37% 5.8% 4.5%
64% 61% 73%

10 9 10
have first heard about a new of Philippine PC/MMO gamers surveyed have played
game on Facebook play only downloaded games a game on Facebook
Gamer Size
9
11
FACEBOOK APP USAGE
29.5M DESKTOP MOBILE ONLY
PHILIPPINES
95%
TOP 5 CIT IES by population 4 of Filipinos using social

8
INTERNET POPUL ATION 10
media are on
Quezon City | Manila | Caloocan | Davao City | Cebu City
Official language: Filipino Major Religion: Catholic 5
78% SPEAK ENGLISH
53.7 Million
12
TIME SPENT
7
DIGITAL SHOPPER S
Facebook vs Youtube 1.2x more time spent on Facebook vs TV
12
6 6 6x more time spent on Totaling up to 2 hr and 25 min
25 Million Facebook vs Twitter
$7,644 $9,307
8
18% | Time spent on Facebook compared to all other online media
SM ARTPHONE USER S
6-7x
11
Women outnumber men
in mobile segments
52% of mobile 40% | have first heard about a new mobile 10
app on Facebook
phone gamers
and 56% of tablet
gamers are female
9
10 10
87 %
surveyed have
3
liked a business
have first heard about a new movie, album,
62
Facebook Page
%
book, festival, event or show on Facebook
10
86%
46% | accessed FB by using only mobile have liked a brands
page to get exclusive
10
44% | used both desktop & mobile; information
or people who used mobile
70% | have seen or searched for product

10
96 %
information on Facebook
have liked a brands
Facebook page to find out 51% | have discovered a new product Philippines
useful information
1
2
3
13 13
ONLINE PAYMENT METHODS USED OTHER PAYMENT METHODS USED 4
Philippine Statistics Authority, 4 April 2012. Retrieved 6 November 2015.
5
Wikipedia.org
6
43% PayPal 7
8
eMarketer, Jun 2015
27% Smart Money
9
17% 10
Filipino on Facebook, TNS Study (Commissioned by Facebook), 2014. N = 1021
7% 11
Gcash
12
Reach study, TNS (Commissioned by Facebook), 2015 N = 1069
MasterCard Visa E-Wallets Online eBanking 13
OVERVIEW

2 E-Commerce size 8
$110B
17.3% 12.6% 41% 11.5% 17.5% 2016 (PROJECTED)
2020 (PROJECTED)
49.6% 40.5%
$729 Billion 10
2018 (projected) $3.87 Average Cost per Install for FB mobile Ads
E-Commerce size 8
FACEBOOK APP USAGE

11
8
UNITED KINGDOM TOP 5 CIT IES by population 4

2015
$37 Billion
31 Million Daily Active Users 29 Million
7
London | Manchester | Birmingham | Leeds-Bradford | Glasgow 2017 (PREDICTED)
Official language: English 97% Major Religion: Christianity 5
51.3 Million
14
7
DIGITAL SHOPPER S
UK is the 6th biggest Games market in the world
and second largest games market in Europe. 12
6 6
12
Facebook vs Youtube
GDP PER CAPITA PPP 2017 (projected) GDP PER CAPITA PPP 2020 (projected) Payer-to-player radio of 61%, highest in Europe
42.9 Million
$37,959 $38,564
GAMER SIZE 13
7
35.3 Million
12 14% Gaming Time Spent on mobile devices
SM ARTPHONE USER S
.6-.8x
38.3 Million
15
More Android vs iPhone users on Facebook
U NI T E D K I NG D OM
23
70%
53% of UK social
media users chose of shoppers already use
say they use smartphones
Early Morning Late Morning Lunchtime Afternoon Early Evening Late Evening Post Midnight
0%
daily, clocking up an average
Facebook as their 68 % their mobile in store
18
67% of 2 hours 2 minutes per day

16
favorite
16 20 16
EVERY DAY ON AVERAGE... TOP CATEGORIES DISCOVERED ON FACEBOOK
VS.
17%
21
FACEBOOK WITH MILLENNIALS
European country where the Personal
Screen has the largest market share
(Mobile screens together have 31% of
the market)12
2.2x 2x 2.4x 1.7x Facebook can reach 4 times more
more likely than average to more likely to say they will more likely to say they will more likely to go online to
people than national newspapers
17%
Brits plan to purchase more online 16
discover Tech on Facebook spend more time on their spend more time watching stream/ download music in the UK combined
mobile in the future videos on their phone
(23% for Facebook & Instagram users)
Entertainment Cosmetics Tech
90% use a mobile to access Facebook 10% 8% 8%
16
(43% mobile-only access)

30% who have access to a smartphone 44% expect advertising to be relevant to
say it has enabled them to discover them, particularly Facebook & Instagram 16 16
22
new products and services users (58%) ONLINE CONTENT TYPE OF VIDEO CONTENT BRITS LOOK FOR
29% | of Brits say they use Facebook
while watching TV
38% | Movies/TV shows
17 19 19 16
APP SHOPPERS ARE BIG SPENDERS ONLINE PAYMENT METHODS USED OTHER PAYMENT METHODS USED
34% | Comedy sketches
84% | do so during a show
2.6x | app vs. a mobile site 55%
Skrill e-wallet
1 hour 12 minutes a day 33% | Product reviews/how to videos
1.5x | app vs. a desktop device 32% is spent watching online videos
16
Mopay 32% | News

10%
3% 79% | during the advertisements
Revenue generated shopping by the average ClickandBuy 73% watch online video content at least
person in the UK. Visa MasterCard PayPal American Express once a month 25% | Sports
United Kingdom
1
2
3
4
World Urban Areas Report, Jan 2015
5
Wikipedia.org
6
7
eMarketer, Jun 2015
8
eMarketer, Dec 2015
9
eMarketer, Sep 2015
10
11
12
13
The UK Goes Mobile, comScore, June 2015
14
15
16
EMEA Country Profile Study, GfK (Commissioned by Facebook), United Kingdom, December 2015, N= 1048
17
App Annie Mobile App Forecast, Global, Q1 2016
18
eMarketer UK, Sept 2015; Research Now, Multi-channel Shopping, UK, 2014
19
20
Facebook Internal Data Based on Stated and Inferred Data, Average for June 2015 Compared to ABC, National Newspapers, March 2015
21
EMEA Country Profile Study, GfK (Commissioned by Facebook), United Kingdom, December 2015, N= 768
22
Facebook Audience Insights Tool, UK, January 2016. N=1048
23
EMEA Country Profile Study, GfK (Commissioned by Facebook), United Kingdom, December 2015
OVERVIEW
Age Structure
2016 (projected) 11 12 12
2
E-Commerce size 8
$385B
19.4% 13.7% 39.9% 12.6% 14.5%
2016 (PROJECTED)
Race Structure
$4.8 Trillion
Asian Other Races African Am. Caucasian
3
2020 (PROJECTED)
31.6% 52.4%
4.7% 10.3% 12.6% 72.4%
49% of Men and 43% of Women Facebook users are between 18-34 years of age 4 $5.1 Trillion
2018 (projected) $3.11 Average cost per Install for FB mobile Ads 13
E-Commerce size 8
FACEBOOK APP USAGE

14
11
UNITED STATES TOP 5 CIT IES by population 5

2015
$168 Billion
10
New York | Los Angeles | Chicago | Houston | Philadelphia 2017 (PREDICTED)
Official language: English 95% Major Religion: Christianity
6
259.7 Million
7
TOP 2 FOREIGN LANGUAGES: SPANISH & CHINESE
15 17
10
DIGITAL SHOPPER S
US is the second largest Gaming market in the 1.3x more time spent on

8
8
world with expected revenues of $22 Billion. Facebook vs Youtube
205 Million
$53,347 $53,976
GAMER SIZE SMARTPHONE GAMERS Candy Crush is the most popular game in
189.5 Million 115.2 Million
16
SM ARTPHONE USER S
10 the US with 45% of all gamers playing it.
1:1
190.5 Million
18
Ratio of Android vs iPhone users on Facebook
U NI T E D STAT E S
ON HOLIDAY SHOPPING COMMERCE
Facebook is the 24 25 25 24
#1 platform for of people that access mobile of people that will do most of
sharing Holiday 65 % while shopping 22
42 % their shopping in November 19
experiences
19
61% 61% 66% 52%

19
SHOPPERS
of Internet users have friended of online consumers are more likely of smartphone users say of smartphone users want to
67% of Millennials ages 1834 51% of people ages 3554 companies/brands on FB or Twit- to purchase products and services mobile- friendly sites make them get product/service info
say Facebook is somewhat or very say Facebook is somewhat or very ter to get deals/discounts from companies that use custom- more likely to buy companies prod-
influential in their Holiday shopping influential in their Holiday shopping ized, real-time marketing content ucts or services
21
TOP ONLINE SHOPPING DAYS
For people on Facebook who were 19 19 20
26
served an ad with a conversion pixel of people seek Holiday gift of people would use Facebook of people plan to shop NEW PARENTS FACEBOOK STATS
during the Holidays (2014)
23% advice on Facebook
30% to share Holiday greetings
65% across multiple channels
They are active on Facebook mobile as early as 4am and peaking at 7am More than 1 in 5 minutes on
Nov 28, 2014 (Black Friday)
19 19 20
mobile is spent on Facebook
Dec 1, 2014 (Cyber Monday) of people would use of Holiday shoppers plan and Instagram. 30
of people find Holiday gift More time new parents They post and share photos Their posts about their
Dec 15, 2014 26% inspiration on Facebook
38% Facebook to share their
Holiday experience
62% to shop differently than the
previous year
1.3x spend on Facebook mobile 2.9x more and videos 5x babies get 37%-47%
vs non-parents more than non-moms more interactions
34
21 TARGETING ACCURACY
Top days people tagged themselves at
Global 65% | Facebook 85%
a mall during Holiday season (2014)
23 23 27 28 29
ONLINE PAYMENT METHODS USED OTHER PAYMENT METHODS USED TRAVEL IN 2016 TOP HOLIDAY TRAVEL DESTINATIONS
Nov 28, 2014 (Black Friday) While Americans are on vacation,
mobile accounted for... 51.8% of travelers who book 1. Mexico 6. India 54% of all time spent on digital
Dec 6, 2014 (Saturday)
57% Secure Vault Payments trips via digital means will use is with mobile apps. 32
Dec 13, 2014 (Saturday) 74% Facebook logins a mobile device. 2. France 7. Germany
24% Google Wallet 3. Italy 8. Spain
12% 78 % Facebook posts IN 2019 Americans uploaded 5.91x more
20
5% 2% content to mobile than desktop 33
41% of people plan to shop more
The number is predicted 4. UK 9. The Bahamas
online next year than last year Zong 80 %
Photos posted
Visa MasterCard American Express PayPal Discover to be 69.8% 5. Canada 10. Puerto Rico
United States
1
2
3
Overview of Race and Hispanic Origin: 2010, Census Briefs, Retrieved 2013
4
5
Thomas Brinkhoff: The Principal Agglomerations of the World, City Mayors.com
6
Wikipedia.org
7
2011 Census Bureau Report, Aug 2013
8
9
eMarketer, Jun 2015
10
eMarketer, Jun 2015 and July 2015
11
eMarketer, Dec 2015
12
eMarketer, Sep 2015
13
14
15
16
So Many Apps, So Much More Time for Entertainment, Nielsen, June 2015
17
18
19
Facebook Internal Data, Poll of 500 respondents, ages 18+, selected as representative sample of US online population,Jul 2015
20
Facebook Internal Data, Poll of respondents ages 18+, US only, Jul 2015
21
Facebook internal data for people ages 18+ in the US, NovDec 2014 (accessed Sep 2015)
22
From One Screen to Five, in conjunction with Millward Brown Digital and Firefly Millward Brown, (commissioned by Facebook IQ). US only, n=500
23
24
USC Annenberg School Center for the Digital Future, 2015 Digital Future Project, Dec.9, 2015
25
An Introduction to Cross-Device Customer Journey Mapping, SIGNAL, Jan 2016
26
Facebook Internal Data, based on reported and inferred data, US only, Jan-Apr 2015
27
Facebook Internal Data, based on reported and inferred data, US only, MaySep 2014
28
eMarketer, Nov 2015
29
Facebook Internal Data, ages 18+ in the US, Nov 15Dec 31, 2014 (accessed Jul 2015)
30
Nielsen Mobile Netview, September 2015
31
Nielsen Digital Ad Ratings, Facebook Norms through July 2015, US only
32
The U.S. Mobile App Report, comScore, Aug 2015
33
National Retail Federation, Jan 2015
34
(1) Nielsen Digital Ad Ratings, Feb. 2015; Facebook 85% source: (2) Nielsen OCR Norms Mar. 2015
Best Practices
Checklist
CRO S S -B O R D E R B U SI N E S S H A N D B O O K
Its never too early to start planning your cross-border campaigns. Add the Facebook Pixel to your website and the Facebook SDK in your mobile app
To leverage all of the capabilities Facebook has built for mobile app on Facebook across all devices. For example, if a
Make sure you have the right tools in place, test your creative for different countries, and retail and e-commerce advertisers, such as dynamic product shopper browsed for watches on your mobile app but didnt
retargeting, conversion optimization, and cross-device purchase, you can automatically retarget them with an ad for
understand your customers behavior before the campaign launch. measurement, make sure your website is set up with the that watch when they visit Facebook on their laptop.
Facebook Pixel. If you have a mobile app, make sure it is set up
https://developers.facebook.com/docs/app-events
with the Facebooks SDK with App Events.2 With these items in
place, you can target people who visit your website or use your
Leverage Facebooks strategic insights about your customers
Use this handbook or Audience Insights1 to better understand like high-end retail brands, and live in the suburbs of specific
your current and potential customers. These insightsincluding geographic locations. Armed with this information, youll be able
demographics, location, interests, psychographics, and purchase to tailor your message more effectively when targeting these Test different creative formats in different countries
behaviorcan help inform your creative strategy when targeting potential customers.
One creative does not apply for all markets. Budget some time be more responsive for price. Consider communicating clearly
people in different countries. You may discover, for example,
https://www.facebook.com/ads/audience_insights to test the different creative formats for your audiences in about your Unique Selling Point and testing strong call to action
that high lifetime value (LTV) customers are 70% female,
different countries. For example, German customers may be copy so you identify the best-performing creative prior to the
more responsive to quality, while American customers may campaign launch.
Identify key audience segments

Determine which audience segments you will want to reach email subscribers. By segmenting your audience into distinct Know your customers conversion path
as well as how best to connect with them. For example, you categories, you can build different ad campaigns and target
After implementing the Facebook Pixel, SDK, and standard Get started with the Facebook Pixel here:
might want to build different ad campaigns for your potential each segment with tailored creative that will most likely
events, you can review cross-device conversion paths3 in ads https://www.facebook.com/business/a/online-sales/
new customers, high LTV customers, loyalty members, and resonate with them.
reporting.4 Using this data, you can identify typical conversion conversion-tracking
paths and tailor your marketing to accommodate your
Get started with the Facebook SDK here:
customers behavior. For example, if your customers tend to
https://developers.facebook.com/docs/app-events
browse on their mobile device and purchase on desktop, you
Design for mobile can draw their attention with video on mobile and use an ad https://www.facebook.com/business/news/cross-device-
More and more people are expected to shop on mobile Take time to test your ad campaigns and creative on mobile with a strong call to action on desktop. measurement
more than ever. Advertisers should adapt their marketing, and optimize your mobile web and app purchase experiences. https://www.facebook.com/help/510910008975690
measurement, and purchase experiences for mobile. Ensure your creative aligns with an audience on the go. In
addition, test separate mobile and desktop campaigns and
While consumers opt for smartphones, tablets, or even feature
set specific bids for each.
phones, advertisers have greater opportunity and more creative
real estate to drive discovery and purchases of their products.
Targeting More ways to reach
the right people
Custom Audiences
Youve got a list of people who already know your business. With Custom
Audiences, y ou can easily target those same people on Facebook with specific
Creative targeting messaging and creative.

Lookalike audiences
to move real people Build an audience on Facebook with the same characteristics as the people who
already love your business. Its like cloning, but without the scary implications.
Audience Network
Reach the right people who are going to consider your brand,
Facebooks Audience Network is a collection of mobile apps where you can serve
buy your product or visit your store. Here are some of the native ads using the same targeting and measurement tools as on Facebook. So you can
extend your ad reach beyond News Feed, to everywhere your people are.
targeting options available in the Facebook ads tools:
Placement Optimization
Reach your target audiences and optimize performance in real time across
Facebook, Instagram and the Audience Network. Its a great way to add reach
and improve performance.
Location Behaviours
Target by country, region, postcode or even Find your best customers based on
the area around your business.
Demographics
shopping behaviour, the type of phone
they use or if theyre looking to buy a car
or house.
Buy better on mobile
Choose the audiences that should see your Reach and frequency buying
Connections
adverts by age, gender, interests and even
the languages they speak. Reach the people who like your Page or Taking inspiration from traditional broadcast buying, Facebook reach and
your app and reach their friends too. frequency buying lets you predictably manage audience sizes and the number
Interests of times theyll see your ad.
Connection Speed
Choose from hundreds of categories such TRP buying
as music, films, sport, games, shopping and Reach people in low-bandwidth areas, ideal
so much more to help you find just the right for delivery of slideshow ads. In partnership with Nielsens Digital Ad Ratings division, we now allow you to
people for your brand and message. buy ads on Facebook by the same target rating points with which you buy TV.
How People
See Ads
People use Facebook to discover whats new

with their friends, family and the things they
care about. And your ads show up alongside
these storiesseamlesslyon both desktop
and mobile.
VIDEO
Video Ads
100% Pure New Zealand SUUMO
100% Pure New Zealand suumo_official Sponsored

Sponsored
Stop thumbs
with moving images
Nothing moves hearts quite like moving pictures. And video
on Facebook and Instagram gives you a powerful way to tell
stories that make people stop, watch and care.
36.7K Likes . 895 Comments . 145 Shares
USEFUL BITS
Catch attention Consider sound Lead with Target

quickly on and off your brand creatively Tourism New Zealand used a series of 3 videos, cinemagraphs SUUMO, a popular real estate portal, became the first
and atomized storytelling to bring their story to life and push advertiser in Japan to run a single-day campaign that reached
people through the funnel . a broad audience up to 3 times a day. SUUMO successfully
reached out to the younger generations on Instagram and
raised its brand favourability.
360 VIDEO
Give viewers a more immersive experience that changes how
they interact with video. Learn more at 360video.fb.com
CAROUSEL
Carousel Ads
The Iconic Sony Xperia HK
THE ICONIC sonyxperiahk Sponsored

Sponsored
Tell your visual story

If every picture tells a story, imagine the story you can tell with
5 of them. With carousel ads, you can feature multiple products
or photos, or walk people down a creative path.
Its your visual playground in Feed.
USEFUL BITS
Use images of products when targeting Create a theme for the videos and
people who have visited products on images in your carousel link ads.
your website.
Test different creative strategies such
THE ICONIC successfully used Instagram to lift ad recall and Sony Xperia HK The smartphone and tablet brand used
Reach more people through video. as storytelling w
ith video, product
Follow up with images that give more imagery, or starting with a brand video increase purchase intent, while Facebook helped to drive online Instagram to create mass awareness of a new product in Hong
information about the product, service followed by more specific product or sales. Of the audience that saw posts on both Instagram and Kong and communicate key features to its target audience.
or brand youre advertising. brand information. Facebook, there were 23% more conversions and 25% more
Consider stitching your images together basket adds than of those who saw only the Facebook ads.
to create one panoramic visual.
PHOTO
Photo Ads
Zalora Red Bull
Zalora redbull Sponsored

Sponsored
Move people
with a single still
If youve got lots of images to play with, Facebook can
help you find the best-performing shots to make sure
your campaign is bound to stop thumbs.
USEFUL BITS
Use the wide creative canvas to display

large, prominent images.
Build a consistent brand voice with a
Red Bull teased summer and new packaging with a bespoke
unique photographic style.
Instagram campaign ahead of other media. Aspirational
Focus copy on your brand message.
imagery and 15-second videos used subtle branding and
product placement, along with a yellow filter to align with the
colour of the new can and feeling of summer.
LINK ADS
Link Ads
Skyscanner
Skyscanner
Sponsored
Drive an immediate
response
Whether its making a purchase, finding out more about a
product or visiting your site, get people to act and respond with
Facebook link ads. Link ads allow you to create big, bold and
beautiful posts that fit right into News Feed. Add a call-to-action
button to drive immediate action. DECIDE WHICH ACTION YOU WANT
Choose from five actions that best align with your business goal
USEFUL BITS
Easily add a strong call-to-action button

right from the ads tool.
Showcase multiple products from your
Skyscanner applied what it had learned from previous Add more creative real estate with the carousel format.
inventory using a carousel link ad.
studies to develop clean, inspirational ads that invited Carousel link ads give you more creative real estate in News
Get more engagement with video creative.
people to Travel smarter. Appearing in desktop and Feed to showcase compelling imagery for your brand and
mobile News Feed in July 2015, the ads were targeted products, driving people to your website to convert. You can
to 18- to 65-year-olds and featured clear calls to action showcase up to 5 clickable images or video within a single
to Learn more. ad unit and Facebook can optimize the order of the images
based on relevance to each targeted individual.
LEAD ADS
Lead Ads
MINI Australia
MINI Australia targeted people in different income brackets

who werent necessarily in the market. They captured customer
MINI Australia
information to help identify those most interested in their message.
A simpler way to complete

Sponsored
forms on mobile
No one likes to fill out forms, especially with thumbs on a tiny
screen that loves to autocorrect. Lead ads help make the process Learn More
faster and easier by automatically populating contact information 36.7K Likes . 895 Comments . 145 Shares
like email addresses. Combine lead ads with Custom Audiences to

boost your CRM strategy.
USEFUL BITS
Spice up your lead ads with video. APPLY NOW

DOWNLOAD
Choose a call-to-action button to suit
your advert: GET QUOTE
LEARN MORE
SIGN UP
SUBSCRIBE
CANVAS
Canvas Ads
Carnival Cruise Line
Carnival Cruise Line ran its first Canvas campaign to target a broad
audience of potential newcomers to cruising. The ad takes over the
whole mobile screen so users can scroll through the rich imagery,
showing off the cruise ship, the ports of call and vacation activities.
A new space for

Carnival Cruise Line
Sponsored
big ideas on Facebook REALLY, REALLY USEFUL BITS
Tell your stories and showcase products in an immersive mobile TELL A STORY
experience that doesnt require a separate microsite. Canvas Ads with the Canvas experience perform better when
the creative both tells a story and promotes a product.
gives you all the space you need to move hearts with panoramic For example, feature a collection or attributes of a
images, carousel, video and an experience built for mobile. product rather than a long list of products.
Tap to Open
MAKE IT INTERACTIVE
With Canvas, you can also include horizontal scroll
elements so people can explore your story more deeply.
This lets people engage with the products or attributes
36.7K Likes . 895 Comments . 145 Shares that resonate most with them.
EXPERIMENT
This is a new in-app experience. Marketers are exploring
innovative new ways and using creative elements to
achieve their business objectives.
CANVAS
TILT TO PAN FLEXIBLE FOR ANY OBJECTIVE
In Canvas, people can swipe through a carousel With Canvas, you have complete
of images, tilt to view panoramic images and creative control to achieve any
zoom in to view images in detail. objective like telling your brand
story, promoting a new movie and
showcasing your products.
50 percent of people who opened the ad scrolled

through until the end. Also, the average time spent with
the ad was between 135 seconds and 174 seconds,
longer than the ads running time of two minutes.
See more at canvas.facebook.com

SLIDESHOW
Slideshow Ads
Tang Argentina
Tang Argentina To help drive brand lift and ad

recall, Tang ran a slideshow campaign targeting
feature phone and low-bandwidth users in rural
Tang Argentina
areas of Brazil and Argentina.
Create moving ads

Sponsored
from still images

Create the thumb-stopping impact of video with still images.
Combine up to 7 photos to play as a simple yet captivating video.
Its ideal for delivering a smooth video experience for feature
phone users and markets with low bandwidth, or for anyone who
wants a faster and easier way of building a video ad.
USEFUL BITS
Build your slideshow from 3-7 images. For feature phone delivery, slideshows
must be created in PowerEditors Page
Adapt video to suit low-bandwidth
Post Engagement objective.
markets by combining video screenshots.
Available on Facebook and Instagram
Control the video speed to create videos
up to 15 seconds.
Videos play without sound.
Combine slideshow with targeting by
bandwidth or device for optimal efficiency.
Ad Specs
PHOTO ADS CAROUSEL VIDEO ADS 360 VIDEO CANVAS PHOTOS PRODUCT SET
FILE TYPE Advertisers must have uploaded a product catalogue to use

FILE TYPE FILE SIZE FILE SIZE FILE SIZE FILE SIZE FILE SIZE Recommended format: .jpg or .png this Canvas component. The unified pixel needs to be set up
Canvas offers different components that can be combined in
.png or .jpg Maximum 30MB per image Maximum 30MB per image Up to 4GB Maximum 30MB Maximum 1.75GB different configurations. Canvas is only available on mobile. Up to 20 photos can be used in a Canvas correctly as Canvas dynamically displays the best-performing
You can view a full overview of Canvas at canvas.facebook.com. products. Currently, advertisers cannot choose the order in
DIMENSIONS FILE TYPE FILE TYPE FORMAT FORMAT FORMAT DIMENSIONS which items appear.
Canvas is an experience that is accessed by first clicking on a Image ratio: Images use the full width of the screen by default.
Recommended aspect ratio: .png or .jpg .png or .jpg .mp4 .mp4 .mp4
mobile ad unit and then the user is taken to a Canvas experience Up to 40 products can be displayed
1:1 Full-width image is 1080 pixels, but you can use wider images if you
1080 pixels (max width) DIMENSIONS DIMENSIONS DIMENSIONS DIMENSIONS DIMENSIONS LINK AD select the fit to height (tilt to pan) display option. A full-height
x 1920 pixels (max height) Recommended aspect ratio: Recommended aspect Recommended aspect ratio: Recommended aspect ratio: Recommended aspect ratio: image is 1920 pixels, but you can use a taller image if you select the
1:1 ratio: 1:1 1.33:1 / 4:3 / SDTV, 1.375:1 1.91:1 2:1 As high as possible with fit to width (tap to expand) display option TEXT
DIMENSIONS
CAPTIONS Minimum 600 x 600 pixels Minimum 600 x 600 pixels / film, 1.77:1 / 16.9 / HDTV, Minimum 600 x 600 pixels maximum 4K input (4096 x Image ratio: 1.9:1 Fit to width ensures the image is full width and allows for
Text: 90 characters Maximum 1936 x 1936 pixels Maximum 1936 x 1936 1.85:1 / Film, 2:39:1 or 2:40:1 / Maximum 1936 x 1936 pixels 2048 pixels) Recommended image size: 1200 x 628 pixels variable height Canvas units can have multiple blocks of text up to 500 words
Images may not include pixels Widescreen, no pillarboxing or each. The text will be displayed against a background color set
Fit to height forces the image to fill the screen top to bottom. If by the theme (white, dark gray).
more than 20% text. CAPTIONS letterboxing CAPTIONS DEPTH CAPTIONS the image bleeds off the left and right edges, the image will have
Text: 90 characters CAPTIONS Text: Maximum 2200 characters Mono Text: 90 characters Headline: 25 characters the Tilt-to-pan behavior.
Headline: 40 characters Text: Maximum 2200 CAPTION 125 characters recommended News Feed description: 30 characters FONT
Link description: 20 characters characters Text: Maximum: 2200 VIDEO LENGTH Images may not include more than 20% text
TILT-TO-PAN Font face: Serif, Sans-serif
FILE SIZE Thumbnail Images may not 125 characters characters VIDEO LENGTH Maximum 10 mins
Allows a user to tilt the phone to the left or right to reveal Font size: 6 point up to 72 point
Maximum 30MB per image include more than 20% text. recommended Recommend: 90 characters Minimum 3 seconds
HEADER more of the image. Select the Fit-to-height option in the Photo Font color: #RRGGBB
Headline: 40 characters Maximum 60 seconds ALLOWED CODECS
component of the Create Tool Alignment: Left, Center, Right
FILE TYPE Link description: 20 characters Video: H.264
DIMENSIONS Font style: Bold, Italic, Underline (applies to whole block not
.png or jpg Images may not include ALLOWED CODECS Audio: MP3 or AAC
66 (maximum height) x 882 pixels (maximum width) DIMENSIONS individual words)
more than 20% text. Video: H264, VP8 Frames: Maximum 30fps
Audio: AAC, Vorbis While the image can scale up to 5x the width of the screen
DIMENSIONS
VIDEO LENGTH FILE TYPE (5400px), BUTTON
Recommended aspect ratio:
Maximum 120 mins transparent.png we recommend 3x (3240px) for performance and usability
1.91-1:1
Headers remain pinned at the top of the screen. If you dont want this The image is 100% of the screen height (1920px) Use a header bar to introduce people to your brand and the
Minimum 600 x 600 pixels
CAROUSEL WITH VIDEO ALLOWED CODECS LEAD ADS behaviour, you can use an image or text element instead of a header. Canvas experience. A few things to keep in mind:
Maximum 1936 x 1936 pixels Image starts centered
Video: H.264
CAPTIONS Audio: AAC VIDEO Brand Logo (transparent png, max dimensions 66 x 180 pixel @3x)
FILE SIZE Frames: Maximum 30fps CAROUSEL
Text: Maximum 2200 characters Call To Action (Optional) eaders remain pinned at the top of the screen. If you dont
H
125 characters recommended Up to 4GB max Apply Now want this behaviour, use an image or text element instead
Videos will be set to autoplay with sound on, to loop and can also
Download be set to appear full frame and will gently snap into place. Use Images in carousels use the full width of the screen by default.
FORMAT They must also maintain the same dimensions from image to image
Recommended format: .mp4 or .mov LINK ADS SLIDESHOW Get Quote a video to emulate an animated gif
Learn More Max 10 images per carousel DIMENSIONS
DIMENSIONS Sign up DIMENSIONS Images can be full or partial height but all images should be the 48 x 48 pixels of padding above and below
Recommended aspect ratio: 1.33:1 / 4:3 / SDTV, 1.375:1 / film, 1.77:1 / 16.9 Subscribe Minimum resolution of 720p same size.
/ HDTV, 1.85:1 / Film, 2:39:1 or 2:40:1 / Widescreen, no pillarboxing or DIMENSIONS DIMENSIONS Full screen aspect ratio: 1.78:1; 750 x 1334 pixels
letterboxing Recommended aspect ratio: Recommended aspect ratio: CAPTIONS
DIMENSIONS Video will resize for landscape and play just the video pack
1.9:1 16:9 (max 4:3) or 1:1. Images Recommended aspect ratio: FILE TYPE 30 character limit
CAPTIONS in the pillar box
Recommended image size: of same size and aspect ratio 1.9:1 .png or .jpg
Text: 90 characters
Headline: 25 characters
1200 x 628 pixels are recommended to avoid Recommended image size: IO images per carousel max
cropping. FILE TYPE
1200 x 628 pixels agination dots always appear along the bottom edge of the
P
CAPTIONS Recommended image size: Recommended format: .mp4 or .mov
VIDEO LENGTH image. A light gray gradient appears at the bottom edge of the
Text: 90 characters 1280 x 720 pixels Portrait orientation is recommended
Maximum 120 mins CAPTIONS carousel images to provide contract for the pagination dots
Headline: 25 characters Text: 90 characters Each Canvas can support 1 or more videos
ALLOWED CODECS News Feed description: CAPTIONS Headline: 25 characters
Video: H.264 video compression, high profile preferred, square pixels, 30 characters Text: 90 characters DIMENSIONS
fixed frame rate, progressive scan
News Feed description: 30 VIDEO LENGTH
Images may not include Images may not include characters 1080 pixels (maximum width) x 1920 pixels (maximum height)
Audio: AAC audio compression, 128kbps preferred The total of all videos must be 2 minutes or less
Frames: Maximum 30fps more than 20% text. more than 20% text. Images may not include
more than 20% text.
Specifications can change often. Please confirm the latest ad specs at facebook.com/business/ads-guide Latest specifications as of 31st March 2016 CRO S S -B O R D E R B U SI N E S S H A N D B O O K 77
Facebook
Case Studies
GAMING
ELEX
THEIR STORY THEIR SOLUTION
Real-time strategy Reaching gamers where they are

As part of its go global strategy, ELEX separated its audience by gender, targeting
Founded in 2007, ELEX is a Chinese company rolled out Clash of Kings sequentially. each group with customized creative. For
with global ambition. Its popular social games Starting with Southeast Asia, it launched the example, female players saw ads featuring
game in one market at a time, fine-tuning its female characters and copy that addressed
include Happy Harvest, City Life and Clash of marketing strategy along the way, applying them as Queen and my lady, while male
Kings, a cross-platform real-time strategy game. lessons learned in each region to the next. players saw male characters, scenes of war-
In this way, the company ensured it was bet- fare and images of weaponry, with copy that
ter prepared to enter more mature markets addressed them as warriors.
like North America.
ELEX ran an awareness campaign to inform
existing mobile players that they could now
play Clash of Kings on desktop. The company
Success Story THEIR GOAL THEIR SUCCESS
Cross-platform experience Highly engaged fans worldwide

Going global, the cross-platform way
Recognizing gamers preference for a seamless Since integrating Clash of Kings into Face- 50 million players globally
The Chinese developer acquired highly engaged players in new markets after taking its book.com in March 2015, ELEX has acquired 80% higher player engagement rate than
experience across devices, ELEX created players in brand new markets and achieved
successful mobile game Clash of Kings cross-platform, integrating it into Facebook.com. before the game became cross-platform
a cross-platform version of its successful these results:
4X increase in average playtime
mobile game Clash of Kings by integrating it Top 10 grossing game in over 80 countries
into Facebook.com. The company wanted to
50 Million 80% 4x take the game global by making it accessible

to gamers on their gadgets of choice.
players globally higher player engagement rate than increase in average playtime
before going cross-platform
TECH/TELCO
TransferWise
Fee-free transfers Testing a new combination

Conversion lift tests accurately capture the The ads featured TransferWises usual
Developed by the people behind Skype and impact of Facebook ads by comparing con- fee-slashing messaging and used the Face-
PayPal and described by Richard Branson as versions in a randomized test group to those book conversion pixel to track which ads
from a control group. In this study, people in directly generated leads and registrations.
a disruptive innovation in financial services, the test group saw both video ads and DR link TransferWise targeted experts living in
TransferWise allows people to send money ads, while those in the control group saw only Australia and used Lookalike Audiences to
the video ads. identify additional potential customers.
abroad without incurring hidden fees.
Better together? Right on the money

Wising up with conversion lift
TransferWise wanted to understand if using Overall, Facebook drove significant lifts in 24% higher lift in registrations (video ads
A conversion lift test showed the online money transfer service that combining direct incremental leads, registrations and new + DR link ads versus video only)
a direct response (DR) approach alongside users. And the results showed thatversus
response ads with video can produce even better results than video alone. 18% lower cost per incremental
video ads would work better than video alone video alonecombining video and link ads registration (video ads + DR link ads
was far more successful at generating new versus video only)
in driving leads and registrations. leads and registrations, as well as a lower
90% lift in incremental registrations
cost per incremental registration.
24 %
90 %
18 %
2X higher lift in new leads (video ads
Key numbers from the campaign, which ran
+ DR link ads versus video only)
for 4 weeks from August 2015, included:
2.5X lift in mobile app installs
higher lift in registrations lift in incremental lower cost per incremental registration
(video ads + direct response link ads registrations (video ads + direct response link ads
versus video only) versus video only)
TECH/TELCO
NewBornTown
Personalizing mobile Targeting and personalization

To reach its mobile audience, NewBornTown Instagram in particular allowed the company
Based in Beijing, NewBornTown creates mobile ran mobile app install ads across both Face- to reach a younger, mobile-savvy audience.
technology that allows people to customize book and Instagram, targeting people globally NewBornTown personalized its content to
(with a focus on people living in the US) suit this groups tastes and their desire for
their mobile experience. 300 million people who own an Android device (because Solo visual inspiration.
around the world use its Solo System apps, Launcher is only available on Android).
including its flagship mobile app, Solo Launcher. The company also used location and interests
targeting to personalize the ads. This strategy
ensured it efficiently allocated its budget to
reach precisely the right people.
Crossing borders Boost for installs

Going global with Facebook
NewBornTown wanted to grow its business NewBornTowns integrated mobile campaign 38% more app installs came from
The China-based mobile internet company used Facebook and Instagram to reach an (which ran from October 1December 31, Facebook than all other digital channels
by expanding globally and reaching young, 2015) produced efficiencies and helped the combined
overseas audienceespecially people living in the USon mobile.
mobile-savvy Android owners who live in the company achieve these results in brand new 22% lower cost per acquisition from
overseas markets: Facebook than other digitals channels
companys priority markets. It wanted to drive
6.7% higher retention rate using
app installs and lower its cost per install. Instagram ads than other digital channels
38% 22% 6.7%

more app installs came from lower cost per acquisition higher retention rate using
Facebook than all other digital from Facebook than other digitals Instagram ads than other digital
channels combined channels channels
RETAIL
Replay
Leaders in denim Optimise and go

The Replay team tested out Facebooks new Within each ad set, 6 different ads with varying
International denim firm Fashion Box is parent video views tool to optimise video perfor- video content were created, allowing the team
company to fashion-forward brands Replay, mance in a campaign spanning 7 countries. to monitor the performance of each, and opti-
A specific ad set with localized targeting was mise spend to the best-performing videos.
Replay & Sons and We Are Replay. Founded in selected for each country.
Italy in 1981, Fashion Box operates in over 50
countries worldwide. It wholesales to 3,000
sales outlets, with 200 of its own retail stores.
Watch and earn Getting value from video

Video gains
Fashion Box wanted to grow awareness of Replay saw significant value from the video Over 60% video view rate
Fashion Boxs Replay denim brand jump-started online store traffic and drove views tool throughout its October 2014 Lowest-ever cost per view
its denim brands and proactively drive traffic campaign, which served highly relevant
engagement when it tried out Facebooks new video tool for size. (0.02 average; 0.01 in Spain and Italy)
to online stores. Having embraced video as ads at a low cost per view and drove deep
5 million people reached
engagement.
an important part of the overall Facebook
strategy, the team was keen to optimise
60% lowest ever 5 Million video views.
video view rate cost per view (0.02 average) people reached
TRAVEL
Great Little Place

The ultimate city guide Telling compelling stories

Before the app went live in May 2015, Rossa Carousel ads are a powerful way to tell com-
Founded in 2010, Great Little Place is a guide ran a Facebook-only pre-launch campaign to pelling product stories and drive online store
to the quirkiest and best little places on the generate email signups. Custom Audiences sales, so Rossa used them as an online shop
and Lookalike Audiences helped him ensure window for his cityscape art prints. By carefully
planetit calls itself the only city guide youll that current website users and people with planning his ads to feature compelling head-
ever need. It started as a Facebook Page and similar profiles were the first to know about lines and meaningful content for specific target
the new app and to be invited to download it. demographics, Rossa was able to interest
soon expanded to include a city guide website specific audiences while keeping costs low.
where readers can share their insider tips,
a city art online store and, most recently,
a mobile app which is live in 100 cities.
Turn up the volume Great big success

App-happy
Founder Rossa Shanks turned to Facebook Great Little Place celebrated great big Over 110,000 signups
A fast-growing online city guide reached a whole new neighborhood when it ran success with the popularity of its newly 85% of revenue from Facebook traffic
to help encourage people to download the launched app and a surge in online custom-
targeted signup campaigns for its new appand boosted its sales as well. 20X increase in sales from Facebook
brand new mobile app and boost sales of ers: sales went up by 20X as a result of the
campaigns
targeted campaigns it ran between Decem-
city-based art from the online store. ber 2014December 2015. 5X return on ad investment
>110,000 85% 20x 5x

signups of revenue from increase in sales from return on
Facebook traffic Facebook campaigns ad investment
E-COMMERCE
Lost My Name
Making bedtimes magical Custom messages

During 2014, their internal marketing team helping it to deliver its message straight to
Founder Asi Sharabi was inspired to start Lost tested out various Facebook tools such as likely purchasers. The team tests its ads as it
My Name in 2012 when his daughter received Lookalike Audiences, targeting, partner cate- goes along, using different creative and links
gories and Power Editor, which allowed them with targeted audiences, as well as custom-
a personalised book as a gift that left them to run and analyse multiple campaigns quickly ised content for specific local markets to
both feeling underwhelmed. He knew he could and cost-effectively. maximise reach and drive conversions.
do better. He joined forces with friends Tal Lost My Name zeroed in on audiences by
gender, age, location, interests, language and
and BBC comedy writer David, and together parental status through careful targeting,
they created an algorithm-driven solution that
could create and personalise a unique story
based on the letters in a childs name.
Success Story THEIR SUCCESS
Beyond imagination
Whats in a name?
Lost My Names phenomenal growth has ex- 4.2X average return on investment
THEIR GOAL
The personalised childrens entertainment company reached new customers around the world ceeded what its founders originally imagined in 2014
might be possible, and it is set to continue
with the help of Facebook Ads, and up to 55% of its sales are now attributable to Facebook. Selling the story growing in 2015 with Facebook. As a result
4.6X return on investment from
OctoberDecember 2014
of its campaigns, it has experienced:
As a fast-growing startup, Lost My Names pri- Up to 55% of sales come via Facebook
mary goal was to increase sales and grow brand
4x up to 55% awareness both in the UK and further afield.
average return on investment of sales via Facebook
PROFESSIONAL SERVICES
Wix
Getting ahead in the cloud Putting video to the test

Wix created a highly engaging video campaign Partnering with Facebook, Wix then launched
Founded in 2006, Wix.com is a cloud-based that demonstrated the simplicity of its inter- a comprehensive Reach-Resonance-Reaction
web development platform that provides face, using ad creative that imagined a world study to compare the impact of DR ads com-
in which reality itself could be dragged and bined with video ads versus DR ads alone. The
drag-and-drop website building tools to over dropped. By creating a Lookalike Audience measurement framework included Nielsen
70 million people in 190 countries. With based on its highest-value US-based cus- Digital Ads Rating (DAR) and Nielsen Brand
tomers, Wix effectively targeted 15 million Effect studies, as well as a conversion lift
Wixs powerful and easy-to-use tools, anyone customers to test its campaign creative. study with 2 test groups and 2 control groups
can build, manage and grow their online that used conversion pixel tracking to identify
what was driving registrations on the site.
presencewith no coding required.
How can video help? Super-charged subscriptions

For more effective direct response, just add video
Wix wanted to measure the business impact The message was clear: building your brand 95% target accuracy
The leading web development platform used Facebook to help accelerate its growing business and become an with Facebook video delivers hard business 8-point increase in ad recall
of its Facebook campaigns. Specifically results. With unique reach of 6.7 million peo-
industry leader by complementing a successful direct response campaign with brand-building video ads. 6.8% incremental uplift in premium
it wanted to find the best way to optimise ple and 95% targeting accuracy, Wixs test
subscriptions in DR-only creative
campaign successfully delivered its message
its digital campaigns and drive return on to the right audience and significantly in- campaign (versus control)
investment by complementing its direct creased ad recall. There was notable growth 7.4% incremental uplift in premium
95% 8-point 6.8% 7.4%

in new premium subscriptions thanks to the subscriptions in sequenced creative
response (DR) advertising with the brand- DR-only creative campaign, and adding video (DR + video) campaign (versus control)
building power of video. to the mix produced even better results.
target accuracy increase in ad recall incremental uplift in premi- incremental uplift in As a result of the 40-day campaign that ran
starting in March 2015, Wix enjoyed:
um subscriptions in DR-only premium subscriptions in DR
test group + video test group
TRAVEL
LAN
Direct route to a great passenger service Talk to people who want to listen
LAN had a great offer to share, but also audiences: people who liked the LAN Face-
In 2012, LATAM Airlines Group was created a good media strategy that took advantage book Page, people who were interested in
through a merger between two of the industrys of Facebooks Custom Audiences to talk to traveling to Latin America, and frequent
people with an interest in traveling. flyers from the US to South America.
leading companies: LAN and TAM Airlines. The
From November 2729, 2014, the compa- The link ads took visitors to the LAN web-
group connects the region to the rest of the ny launched a teaser campaign consisting site, with audiences segmented by country,
world through a flight network covering North of link ads in News Feed, which sought to so that they would find offers for the desti-
capture a database of responses to its initial nation they were interested in.
and South America, Europe, the Caribbean and discount offers. LAN also carried out a retargeting campaign
Oceania. Each year, LAN and TAM carry about LAN then activated its Cyber Monday offer focused on people who searched for a flight,
on Facebook on December 12, 2014 with but did not buy one, during the 5 days lead-
66 million passengers to 135 destinations in 24
a message that spoke to 3 different target ing up to Cyber Monday 2014.
countries and transport cargo to 145 destina-
tions in 27 countries. Together, LAN and TAM
Success Story THEIR SUCCESS
operate approximately 1,500 flights per day,
Beyond the target
Travelers flock to Cyber Monday sale carrying one in 2 passengers in South America.
Facebook Custom Audiences and registra- During the 2-day offer, the return on invest-
THEIR GOAL
The South American airline used Facebook to promote its discounts on Cyber Monday and in just 2 days, posted tions accounted for 81% of the total sales ment doubled, achieving a 3.4X return. During
from display. Thanks to these tools, LAN the teaser phase, 25% of the registration
its biggest sales of 2014, thanks to a retargeting strategy focused on audiences who were interested in its offer. Next stop: Latin America was able to reach people who had visited forms came via Facebook. And the platforms
the website but abandoned their purchase, cost per acquisition was 14% cheaper than
The main goal was to increase the sale of air people who were interested in flying with with other media.
tickets from the United States to Latin America LAN, and people with similar profiles who
3.4x 81% 14%

were attracted by the destinations being
during the biggest online sale of the year, Cyber promoted.
Monday: a special day of online discounts taking
return on investment in just 2 days total sales from display campaign savings on cost per acquisition place on the Monday after Thanksgiving Day in
compared with other online media the United States.
TESTIMONIALS
To take your game global, cross-platform games are the future. From pre-launch to post-launch, Facebook Facebook performed perfectly in terms of our video views goals. By using the video tool, we saw the Replay
was a true strategic partner. We have such a close and collaborative working relationship with them that online store achieve consistent growth in traffic. We were also able to optimize our budget significantly, and
ELEX Replay
I see them as an extension of my own team. Facebooks Developer platform, advertising solutions and boost brand awareness through increased engagement.
worldwide reach allowed us to find new fans in brand new markets. Alessandro Gambera, Web Marketing Specialist, Replay
Xie Xianlin, President, ELEX
Ultimately, every pound we spend on marketing is a pound we could have otherwise invested in our product Facebook has been invaluable in helping us grow internationally. Because we can test out ads in new territories
or spent elsewhere. We need to be confident we spend wisely and that it accelerates our growth. Facebooks with relatively little budget, we can quickly and easily get a feel for where our product chimes best. As we head
TransferWise conversion lift tests have revolutionised how we measure performance and given us that confidence to a Lost My Name into a new year with new products planned, Facebook will be an important part of our brand awareness and
significantly greater degree than any other channel. growth strategies.
Russell Smith, Performance Marketing Manager, TransferWise Asi Sharabi, founder and CEO, Lost My Name
Facebook and Instagram helped us build a loyal user base on a massive global scale. Solo Launchers With the new testing capabilities, we were able to prove for the first time how video on Facebook can im-
mission is to let information find you, and its important that we find people who share our brand values. prove our performance-driven marketing efforts and increase our return on investment.
NewBornTown Wix
People who use Instagram tend to be young, innovative and curious, so theres a natural affinity between Shani More, Digital Media Director, Wix
them and the Solo brand.
Harry Liu, CEO, NewBornTown
Facebook is an amazing marketing tool to help SMEs get closer to their customers. It has been the key driver The excellent results are a reflection of LATAM Airlines working hand in hand with Ariadna to build highly
Great Little of our sales by far, both organically from our Pages and from paid campaigns. Today, we have over one mil- relevant audiences, which allowed us to benefit from Facebooks tools and maximize revenue.
LAN
Place lion followers: suffice to say, without Facebook, we would never have been able to launch a business. Were a Denise Ruiz, Digital Marketing Manager for USA, Canada and the Caribbean, LAN
community born out of Facebooks community.
Rossa Shanks, founder, Great Little Place
Instagram
Case Studies
CPG
ABSOLUT
Lighting Up the Nightlife with Brilliant Creative A singular spirit Creative timing
Absolut teamed up with Facebooks Creative Absolut selected the best videos to run as
Created in Sweden in 1879, Absolut Vodka is
The prestige vodka producer, Absolut, used captivating video creative in a Facebook Shop to design a video series that played to Instagram ads, timing them to run Labor
famously dedicated to its single-source heritage a trendy crowd, while celebrating the brands Day weekend to capture the end-of-summer
and Instagram campaign, lifting favorability and ad recall. iconic past. celebration crowd.
and purity. Today, the brand is a global leader,
Each Friday, Absolut launched a new Face- As the campaign came to a close, the team
known for its iconic bottle and its artistic market- book video ad linking to the Spark bottle ran an Instagram Marquee ad, which created a
ing for its spirits. Absoluts Spark bottle is a limited eCommerceportal. The team used Face- single-day sensation with multiple high-reach-
books targeting tools to reach people aged ing prime slot posts. Absolut reached a mass
edition multi-faceted bottle featuring a light in 21 to 49 in 18 focus states, who typically audience of mobile users aged 21+, ensuring
4pt
the bottom that creates a glittering night out. buy alcohol and drink on-premises, are inter- maximum impact for the Spark bottle finale.
lift in favorability via Facebook ested in distilled spirits and typically order Absoluts campaign sparkled, prompting a
specific brands. 5-point lift in brand awareness with Instagram
To drive more interest and reach a younger and a 33-point lift in ad recall with the Insta-
demographic at the campaigns mid-point, gram Marquee ad.
THEIR GOAL
Sparking interest
We turned to Instagram because we wanted the launch of our limited edition Spark bottle
5pt lift in brand awareness via Instagram

Looking for a way to cause a sensation in the
high-end spirits category, Absolut wanted to
to stand out and drive digital and real world love for the product and brand, by connecting
the product with the occasion. Using Instagrams dynamic platform has helped us build
a direct path to the consumer, and entice drinkers to engage both digitally and at retail.
drive awareness and interest in its Spark illumi- Maintaining edge is key to engage, recruit and retain millennial drinkers and Absolut strives
for this through all our communication efforts.
nated bottle, encouraging people to spark up
Nick Guastaferro
your nightwhether theyre entertaining and
Brand Director / Absolut Vodka
enjoying time at home or out with friends.
33pt lift in ad recall via Instagram Marquee
GAMING
Playdemic
Game On Mobile gaming for the masses Creative cut through and clear messages
Using the single image app install adverts, The campaign saw significant results, includ-
Playdemic is one of Europes biggest mobile
Playdemic, one of Europes biggest mobile gaming companies, used Instagram Playdemic utilized optimized bidding (oCPM), ing a 50% lower CPI compared to other plat-
gaming companies. It started entertaining the a call to action and a combination of targeting forms, along with a 60% higher Click Through
to raise awareness and drive installs of its popular title, Village Life. options. These included lookalike audiences Rate, and a 25% increase in yield. These
worlds players with casual strategy titles in- created from its own game and player data- excellent results prove that a combination
cluding Village Life and Gang Nations in 2010, bases, along with the exclusion of people who of strong creative and careful targeting is the
have already downloaded. key to reach, low Cost Per Install and a strong
and it have been growing ever since. The com-
Alongside the sophisticated use of ad tech, return on investment on Instagram.
pany focuses on delivering innovative and the strategy used for the creative execution Playdemic is now keen to scale its advertising
60% higher CTR compared with other meaningful titles to mobile gamers everywhere. ensured that the core themes of the game efforts on Instagram and expand with other
were communicated in a clear, entertaining titles in its stable.
social platforms and intriguing manner - in the case of Village
Life, that meant romance and family. This
helped to quickly and powerfully convey the
THEIR GOAL value proposition of the game and help it
stand out in peoples feeds.
Test, target, install
50% lower CPI compared with other platforms

After carrying out a successful branding cam-
paign on Instagram, Playdemic was keen to test
Since launching ads on Instagram, we have seen CPI undercut other platforms ads by
more than 50% whilst maintaining a high quality of user. CTRs are almost double of what
we see on similar social platform ads with 7 day yield currently above any other user
mobile app install adds on a newly minted, DR acquisition channel on the plan.
ready Instagram. Playdemic wanted to reach James Woodmansey
a new audience and convey the value of their User Acquisition Director / Playdemic LTD
innovative titles, in this case, Village Life.
25% increase in yield
AUTO
Mercedes-Benz
A Compact SUV for the Millennial Lifestyle A history of making history Fueling the launch
Mercedes-Benz put imagery at the center of Mercedes-Benz saw a 54% increase in
Since inventing the first car in 1886,
Mercedes-Benz USA launched the GLA, the automakers first compact SUV, through a distinctive campaign their campaign pulling inspiration from the website visits by serving branding ads to
Mercedes-Benz has never stopped reinventing #ThingsOrganizedNeatly hashtag, creating the same people across Instagram and
that used Instagram and Facebook ads together to achieve strong brand and direct response results. whimsical and engaging ads highlighting the Facebook. They also saw a 580% increase in
it. By leading with innovation in safety, versatility of the GLA. The brand tapped website visits when Instagram and Facebook
performance and design, the brand is now the photographers and brand ambassadors to branding ads were paired with Facebook
answer the question, What would you pack direct response ads. By using the two
biggest selling luxury automaker in the U.S. in your GLA? and used their photos of neatly platforms to complement each other,
arranged items photographed from above on Mercedes-Benz effectively moved people
a custom GLA cargo mat to portray the versa- from awareness to action and sparked further
14pt Lift in Ad Recall of Mercedes-Benz

Instagram Ads
tility of the vehicle for various weekend trips. discovery among their target audience.
Using Instagram as part of our digital advertising mix means we can meet young buyers
THEIR GOAL on their home turf. With branding advertising on both Instagram and Facebook, site
visits jumped more than 50%. Combine that with our direct response Facebook campaign
The car for a multi-dimensional and the impact on lift was tenfold, driving users to our GLA model page to further
generation interact with the product.
54 % Increase in Website Visits from Instagram

and Facebook Branding Ads Mercedes-Benz USA set out to build excitement Eric Jillard
GM, Marketing Services / Mercedes-Benz USA
for the GLA among millennial drivers who admire
the brand, but may not have considered it part
of their lifestyle.
Increase in Website Visits when Facebook

580 % and Instagram Ads Were Combined with
Facebook Direct Response Ads
TRAVEL
Qantas
Home Is Where the Heart Is Flying high for almost a century Home for a new generation
As the first Australian brand to run both home: surfing with friends, a day at the
Founded in the Queensland Outback in 1920,
Qantas used a combination of Instagram photo and video-sponsored posts to reach a new, a photo and video campaign on Instagram, cricket or setting off for a road trip. While the
Qantas has been awarded the title worlds safest Qantas developed creative that would 15-second videos featured raw and emotive
younger audience and rekindle the emotional connection with its customers. resonate with the Instagram community of scenes of real people reuniting at the airport
airline and has become Australias largest travel-savvy millennials. with loved ones.
domestic and international aviation company. Qantas crafted imagery that was tailor-made The two-phase campaign successfully drove
for the platform and depicted quintessentially a significant lift in ad recall (over 30 points)
summer moments the past times that the and a four-point lift in message association
target audience enjoy when they return between Qantas and feels like home.
Integrating Instagram into our media plan allowed us to reach millennials on their mobiles
30pt
with bespoke photo and video creative that effectively added emotive layers to our core
Lift in ad recall brand message.
THEIR GOAL
Jo Boundy
Reconnecting with the Red Roo Head of Digital and Entertainment Brand, Marketing and Corporate Affairs
Qantas Airways Limited
Qantas used Instagram as a part of its Feels
Like Home campaign, to further drive positive
sentiment and message association between
4pt Lift in message association the brand and traveling home, with a younger
18- to 34-year-old audience.
ENTERTAINMENT
CCTV News
A News Flash for Youth A window into China 15 seconds of fame

The two-week campaign targeted 18 to CCTVNEWS campaign reached over 3.7
Broadcasting in English, CCTVNEWS is a division
China-based broadcaster CCTVNEWS was the first news brand in the world to advertise on Instagram and used 34-year-olds living in the US, who use Insta- million people from the target audience and
of China Central Television (CCTV) Chinas gram as a source of discovery. The broad- achieved a 6-point lift in ad recall among 25
the power of video to connect with its international audience and lift brand awareness in the US by 4 points. caster created two pieces of 15-second to 34-year-olds. The videos had powerful
largest television station. Through a combination content that featured memorable moments cutthrough on Instagram and in the highly
of news stories and in-depth commentary, from its documentaries and international competitive entertainment landscape in the
stories. These dramatic videos sparked the US, achieved a significant 4-point lift in brand
it offers a global audience the Chinese perspec- Instagram communitys interest and with the awareness.
tive on international affairs and an insight into subtle use of branding, successfully commu-
nicated that CCTVNEWS is the go-to source
3.7M
modern China.
people in the US reached for world news from a unique perspective.
Instagram advertising allowed us to reach our target audience at scale in the US. By producing
THEIR GOAL video content specifically for the platform, that showcased the breadth and quality of our
news programming, we could truly engage the English speaking youth community on mobile.
A far-reaching story
Zhang Shilei
6pt CCTVNEWS wanted to reach millennials in the Head of Multimedia Global Operation / CCTVNEWS
lift in ad recall among 25 to 34-year-olds
US and increase brand awareness. By engaging
this audience on Instagram, they could position
the channel as a trusted source of news and
a place to stay in touch with Chinese culture.
4pt lift in brand awareness
E-COMMERCE
BIRCHBOX
Unwrapping Results With Birchbox Out-of-the-box thinking The grand opening

To get the brand in front of potential cus- unboxing to the product samples them-
Born in 2010, Birchbox offers savvy consumers
Birchbox created an Instagram video campaign capturing the surprise and delight of the monthly beauty tomers, the team created a series of five selves, showing women applying lipgloss,
subscription. Showcasing their upbeat editorial style and quality products, the 15-second videos made a big a personalized way to discover the best in beauty captivating videos designed specifically for highlighter and eyeliner. The women fea-
Instagram targeting its key demographic. tured are all Birchbox staff members, a real
impact on potential customers, dramatically boosting brand awareness with its target audience. products and brands. Delivering original editorial Each video began with the ritual unboxing girl strategy reflected in all of the brands
content and hassle-free shopping through its highlighting a favorite part of the Birchbox editorial and social content.
experience.
e-commerce site - coupled with the undeniable The video campaign generated a sizeable
Featuring clean creative in bright colors, 12pt lift in brand awareness and a 26pt lift
excitement of the monthly unboxing - Birchbox the wordless videos were presented from in ad recall versus the control group.
makes modern beauty easy, efficient and fun. a let-me-show-you point of view, mimicking
the visual style of popular beauty blog posts.
Later videos in the series went beyond the
12pt lift in brand awareness

THEIR GOAL Instagram has been an incredibly effective engagement-driver among our current customers,
so we wanted to leverage the platform in a creative way to reach new audiences as well. This
An audience makeover video series was fun, friendly and cheerful - authentically showcasing what Birchbox is all
about - and we saw a significant lift in brand awareness as a result.
As one of the fastest-growing beauty retailers,
Rachel Jo Silver
Birchbox looked to Instagram to boost brand Director, Social Marketing & Content Strategy / Birchbox
awareness and spread its story of discovery to
26pt lift in ad recall a new audience.
Creative Best On brand
Identify your brands unique point of view that you want to share with the Instagram
Concept driven
Ideas are essential in paid advertising to drive metrics - to
Practices community. Its key that there is branding present in images for paid media to ensure brand
linkage. This may be a logo, an iconic brand element, or a brand color.
say something about your brand you need a message in your
campaign. An idea can come to life through a storyline, a specific
visual treatment, or a theme that carries through your brands
Instagram is unlike any other platform content. It can be conceptual, or it can be executional.
in its singular focus on captivating

imagery. We have identified three key
creative principles that have enabled
brands to effectively engage with the
Well crafted
Instagram community.
Consistent Campaigns must be well-crafted to inspire the Instagram
community. This does not always mean expensive production
On Instagram, consistency is key. If Instagram users can visit your account and quickly - it needs to inspire through whatever means are right for your
understand your brands message, then they will be more likely to follow your brand and brands idea.
engage with your content. Brands should ensure that their message is consistent across
Strong Focal Point
both paid and organic content.
Avoid using imagery that is a busy or complex composition.
As a best practices one of the focal points should include
a branded element.
Framing & Balance

Subtle details such as the rule-of-thirds, straightening, and
symmetry make a big difference in the overall polish of an
image and affect the tone of your shot.
Lighting & Detail

Every pixel is important when publishing to an audience
with high-resolution screens.

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Going global with Facebook

C RO S S - B O RDE R B US INE S S HANDB O O K

Age Structure 2016 (projected) 8 3

FACEBOOK APP USAGE

$24B DESKTOP MOBILE ONLY

AUSTRALIA TOP 5 CIT IES by population 4

Daily Active Users Daily Active Users

Average annual spend of $175.71 per gamer

below 25 years old

83% of 16-24 year olds access

33% +70% +95%

67% of mums access Facebook

Age Structure 2016 (projected) 8 8 8

Percentage of total media ad spending Percentage of total digital ad spending

FACEBOOK APP USAGE

$27B DESKTOP MOBILE ONLY

BRAZILTOP 5 CIT IES by population 4

Daily Active Users Daily Active Users

45M people in Brazil

70% of people with 17 20 20 17 18 18 18 18 18 18 18

Internet access who

Most popular timing for Brazilians

Age Structure 2016 (projected) 8 9 9

FACEBOOK APP USAGE

$40B DESKTOP MOBILE ONLY

CANADA TOP 5 CIT IES by population 4

Canada is the 8th largest gaming 1.3x more time spent on

29% of all time 20 20 21 22

said they used mobile to make

24 hrs/month 18 29% purchases online to avoid

Age Structure 2016 (projected) 8 9 9

Percentage of total media ad spending Percentage of total digital ad spending

FACEBOOK APP USAGE

$53B DESKTOP MOBILE ONLY

FRANCE TOP 5 CIT IES by population 4

are constantly discovering new products and services

USING MULTIPLE DEVICES

say they use Facebook whilst

use more than 1 device say they dual-screen during

61% ONLINE PAYMENT METHODS USED OTHER PAYMENT METHODS USED

Age Structure 2016 (projected) 8 9 9

Percentage of total media ad spending Percentage of total digital ad spending

FACEBOOK APP USAGE

$83B DESKTOP MOBILE ONLY

GERMANY TOP 5 CIT IES by population

29 Million 25 Million $33 Billion

There are 10M 20 21 17 18

32% 19 19 38% | Movies/TV shows & Trailers 78% | Taking photos

Age Structure 2015 10

DESKTOP MOBILE ONLY

13 Million Daily Active Users 12 Million Daily Active Users

18 Million Monthly Active Users 17 Million Monthly Active Users

Malaysia ranks TYPES OF AD CONTENT THAT WILL MOST LIKELY RESONATE

3rd in the rate of

75% 87% 81% 70%

31% Desktop & Mobile Real-life situations 51%

11% iPhone, iPod, iPad Value-oriented 49%

41% Android Health-themed 43% 47% 63% 58% 40%

Age Structure 2013 9

DESKTOP MOBILE ONLY

28 Million Daily Active Users 27 Million Daily Active Users

39 Million Monthly Active Users 38 Million Monthly Active Users

Use the wide creative canvas to display

Easily add a strong call-to-action button

Spice up your lead ads with video. APPLY NOW