ZFF+Financial Services +Solutions+Guide Facebook

ZERO FRICTION
FUTURE FOR FINSERV

FACEBOOK SOLUTIONS
AGENDA
• Decoding media friction points in financial services path to purchase
• Facebook solutions for reducing friction

Fr i c t i o n b u s t i n g s o l u t i o n s f r o m Fa c e b o o k
MEDIA FRICTION IN FINANCIAL
SERVICES JOURNEY
• Ad is not relevant, not offering enough information, unclear offer

• No clear next steps after the ad AWARENESS
• Either intrusive or not crafted well enough to grab attention text
AWARENESS
FRICTION
CONSIDERATION
• Very tough to browse or find information, unclear offers CONSIDERATION

• Trust is missing in the medium, difficult to compare or distinguish FRICTION
• Difficult to find eligibility, no expert advice
INTENT
INTENT
FRICTION
• Inordinate delay from brand to respond, difficult to connect PURCHASE
• Representative could not address all queries
• Missing relevant information, lack of trust in the medium
Fr i c t i o n b u s t i n g s o l u t i o n s f r o m Fa c e b o o k
MEDIA FRICTION IN FINANCIAL
SERVICES JOURNEY FACEBOOK SOLUTONS
• Ad is not relevant, not offering enough • Use Signals to build relevant ads and relevant
information, unclear offer user journeys
• No clear next steps after the ad • Build multiple creatives for family of apps,
increased touch points
AWARENESS
• Either intrusive or not crafted well
enough to grab attention text • Drive Brand awareness and prime the users
effectively AWARENESS
FRICTION
CONSIDERATION
• Very tough to browse or find information, • Effective communication using native formats,
unclear offers DCO & sequencing
• Trust is missing in the medium, difficult to • Drive message association with high frequency CONSIDERATION
compare or distinguish to build trust FRICTION
• Difficult to find eligibility, no expert advice • Mobile first creatives with product, demo,
INTENT
offers, eligibility
INTENT
• Inordinate delay from brand to respond, • Use messenger ads, automated messages, FRICTION
difficult to connect nurture leads, re-engage
• Representative could not address all • Optimize & measure for value over longer time
PURCHASE
queries period
• Missing relevant information, lack of trust • Focus on building trust with continued
in the medium engagement/re-priming
U S I N G FA C E B O O K M A R K E T I N G S O L U T I O N S T O R E D U C E
OVERALL FRICTION
Use Signals to build relevant ads and relevant user journeys
Build multiple creatives for family of apps, increased touch points
AWARENESS FRICTION Drive Brand awareness and prime the users effectively
Effective communication using native formats, DCO & sequencing

CONSIDERATION
FRICTION Drive message association with high frequency to build trust
Mobile first creatives with product, demo, offers, eligibility
INTENT
FRICTION Use messenger ads, automated messages, nurture leads, re-engage
Optimize & measure for value over longer time period

PURCHASE
Focus on building trust with continued engagement/re-priming
Gain more insights about your customers with
Fa c e b o o k
OFFLINE
PIXEL
CONVERSIONS
Customer knowledge
MOBILE SDK CUSTOM AUDIENCES
6
Capture intent in more places – INTENT is a
spectrum
Serve personalized recommendations based on browsing activity and product performance
Liked a post about about an investment Recently sold her apartment

her friend recently made
Joined a group where people

Browsed credit card options across consistently share about personal
multiple sites finance options
Went to FSI Facebook pages Engaged with video ads from FSI’s
Has clicked on a banking Engaged in similar activity /

ad in the past behavior to people who recently
visited your site
Uncover new audiences using your customer
insights
Find people who look like your customers and prospects
People you know Website visitors Mobile app customers Fans of your page
and people who look like them

OVERALL FRICTION
AWARENESS FRICTION Drive Brand awareness and prime the users effectively
Effective communication using native formats, DCO & sequencing

CONSIDERATION
FRICTION Drive message association with high frequency to build trust
INTENT
FRICTION Use messenger ads, automated messages, nurture leads, re-engage

PURCHASE
Scroller Searcher Seeker
CO N SUME R
Finance with feeling
It’s not a mortgage, It’s not a loan, It’s not a savings account,
it’s a home it’s an education it’s a future
11
Successful mobile advertisers use data and
insights to fuel marketing strategies
Fastest growing By testing and optimizing

advertisers created creative
11x we saw advertisers gain

significant amount (23%)
More creative assets

(45 vs. 4)
11x
Average variance in
in terms of
cost per incremental
buyer.2
ROAS between top
and bottom
performing creative1
1) SocialCode FB ecommerce macro data Jan – May 2017

2) Facebook study of over 300 multi-cell conversion lift tests
Test Learn
PockeTVC had better success rates than original TVC
For most of the metrics, pocket TVC had better success* rate than standard
TVC. The over-all performance is in line with the normal brand polling results in
100%
2016.
How do TVCs compare to feed

80%
optimized creative in mobile feed?
Success Rate
60%
What creative elements on mobile

drive results? 40%
20%
0%
PTVC TVC PTVC TVC PTVC TVC PTVC TVC
AD RECALL BRAND BRAND MESSAGE

AWARENESS FAVORABILITY ASSOCIATION
Every
placement
is an
opportunity
to connect
OVERALL FRICTION

AWARENESS FRICTION
Drive Brand awareness and prime the users effectively
CONSIDERATION Effective communication using native formats, DCO & sequencing

FRICTION
Drive message association with high frequency to build trust

INTENT
FRICTION
Use messenger ads, automated messages, nurture leads, re-engage

PURCHASE
I n t o d a y ’s d i g i t a l w o r l d , t h e r e a r e m a n y f a c t o r s t h a t
contribute to brand awareness
Content that earns attention Creative Quality

How much the ad is being noticed Brand linkage, persuasion,
memorability, etc
Brand Awareness
How many people are aware
of the brand
Reach Connection to people

Number of people reached per dollar Existing brand attributes, priming,
spent product usage, etc
Learning from thousands of signals.
Optimizing for Ad Recall Lift
from real people

In real-time
To understand how likely

someone is to recall seeing your ad.
OVERALL FRICTION

AWARENESS FRICTION
Effective communication using native formats, Dynamic Creative

CONSIDERATION
Optimization & sequencing
FRICTION

INTENT
FRICTION

PURCHASE
Optimizing the overall experience
Mobile first, mobile friendly
Consumers are more likely to abandon a service process that has not been fully
optimized for mobile
38.5 %
increased amount of time it
100ms in page load time hurt
conversion rates up to 7%
takes people to fill out forms

on mobile vs. desktop
Source: Facebook internal data, US, looking at Facebook ads running between 5/1/15 – 6/1/15
Creative solutions for every approach
Feed the system with a wealth of options, enabling more room for optimization
Awareness Demand generation Acquisition Acquisition Transaction

(Lead generation) (Mobile app installs)
DYNAMIC CREATIVE OPTIMIZATION
Using Dynamic Creative, advertisers can explore

multiple combinations of their
creative assets – images, video, titles, etc. – and
deliver the best creative combinations to their
target audience.
How Dynamic Creative works:
Explores and spends on permutations of an ad creative across your audience; converges on best creative combination
{Title1, Title2}
,
FACE_REG: TRUE
{ MEAN_COLOR: #FFF
} HAS_TEXT: TRUE
, IS_CARTOON: FALSE
{INSTALL_NOW, PRICE_TAG: TRUE

PLAY_NOW}
,
{ Desc1, Desc2,…}
Existing Workflow Automatic Creative Workflow
1 Specify Targeting: Females in Mumbai 18-

1 Specify Targeting: Females in Mumbai 21, Interested in fresh produce..
18-21, Interested in fresh produce..
2 Manually build full ads 2 Provide Feed of Creative assets, DCO generates combinations
Buy Now [“Body 1”] [Title 1]
Install Now [“Body 2”] [Title 2]
Females in Mumbai 18-21, interested in fresh produce 3 Females in Mumbai 18-21, interested in fresh produce
3
D E L I V E R T H E CO M P L E X M E S S AG E U S I N G S E Q U E N C I N G
REACH/ FREQUENCY BUY TYPE
Impression 4:
Create a How to Guide for users to sign up
Set the expectations of when they will be
contacted
Leave behind multiple other ways of
connecting Impression 5:
CTA led impression to nudge
the users to come to your site
and fill the long application
Impression 1:
Product/ Brand Intro
Launch the product / offer
USP of the product
Impression 2:
Terms and conditions, eligibility
Clarify benefits, offer and how this is
better than competition Put forward
need for PAN/ Aadhar
Impression 3: User Signs
Detail out the benefits of this product/ up for the
service Highlight special time limited offers
service
OVERALL FRICTION

AWARENESS FRICTION

FRICTION

INTENT
FRICTION

PURCHASE
Re a c h m a t t e r s : H i g h r e a c h i n g c a m p a i g n s d r i v e
more offline sales
The top reach quartile of campaigns drove 3X the number
TOP QUARTILE SALES of total people impacted at 10% less cost per person
impacted. The median incremental sales of the top quartile
was 139% higher than the bottom quartile.
75%
of total sales, 2x average reach
+169 % +139 %
BOTTOM QUARTILE SALES more sales higher campaign
incremental buyers
25%
of total sales
Source: “Reach Matters: Driving Business Results at Scale” by Facebook IQ, Jun 2016.
Fr e q u e n c y m a t t e r s : H i g h e r f r e q u e n c y l e v e l s a r e
needed to impact behavioral change
From our study of large

brand advertisers, for ad
recall, a weekly frequency
cap of 1 per week captured
80% of total potential
brand lift
For purchase intent, a

weekly frequency cap of 2
per week captured 95% of
total potential brand lift
Source: “Effective Frequency: Reaching Full Campaign Potential” by Facebook IQ, Jul 22, 2016.
OVERALL FRICTION

AWARENESS FRICTION

FRICTION

INTENT
FRICTION

PURCHASE
29
Pe r f o r m a n c e b r a n d i n g
Branding and performance marketing come together
More “performance marketing” in branding
More “brand message” in performance

marketing
Better
performance
And advertisers are
embracing the new
opportunity
In the past year, the number of advertisers using video in

direct response campaigns across our platforms
increased
3.8x
Source: Facebook internal data for Q4 2017 and Q4 2016 across Facebook, Instagram, Audience Network,
worldwide, pulled February 2018
Fo r d i r e c t r e s p o n s e a d v e r t i s e r s l o o k i n g t o b e t t e r
connect with people and drive action, use these
insights:
S TAT I C I M A G E S A N D H AV E A C L E A R OPTIMIZE VIDEO ADS

V I D E O WO R K B E T T E R MESSAGE AND FOCUS FOR MOBILE VIEWING
TOGETHER
Including static images and video Traditional static image ads need Use thumb-stopping creative and
assets within the same campaign to have a clear message and focal reinforce brand association at the
leads to better performance for point on the product or service start of the ad. Convey key
DR objectives and results in messages through text, and
more conversions than video or showcase your product or service
static images alone throughout the ad
Video ads tailored to the way people watch
S H O RT, O N -T H E - G O LO N G E R , L E A N B A C K
1 2 3
ON-THE-GO LEAN FORWARD LEAN BACK
Short Feed Video Canvas on Facebook In-stream on Facebook and

Instagram Stories or Instagram Audience Network
Wa y s t o a d d m o t i o n t o s t a t i c i m a g e a s s e t s
1 2 3 4
Basic Motion Brand in Motion Benefit in Motion Demo in motion
Animate 1-2 elements with Bring the elements of the Animate the The primary motion for this
motion in the first brand/logo to life in the first benefit/message in the first video should be focused on
3 seconds. 3 seconds.
3 seconds. This could be a a demonstration of an app,
promo, a product benefit, website, product or feature.
an offer, a discount or a How do you get from point
testimonial. A to point B?
For each method, include a CTA end card.
Resources: Visit h t t p s : / / w w w . f a c e b o o k . c o m / b u s i n e s s / e / m o b i l e _ s t u d i o f o r l a t e s t r e s o u r c e s
34
OVERALL FRICTION

AWARENESS FRICTION

FRICTION

INTENT
FRICTION Use messenger ads, automated messages, nurture leads, re-
engage
PURCHASE
More convenient for consumers, better for
business
Chatbots will be responsible for cost

savings of more than
$ 8B
per year by 2022
Source: “Chatbots driving down costs in customer service”, Digital Insurance, May 2017
Messaging is critical to engaging customers and
growing business
DRIVE AWARENESS ACQUIRE CUSTOMERS

Help people discover your Introduce your products or services
brand to new customers
ENABLE TRANSACTIONS CUSTOMER CARE

Create seamless buying experiences Eliminate the frustration of
waiting on hold
OVERALL FRICTION

AWARENESS FRICTION

FRICTION

INTENT
FRICTION

PURCHASE

We r a n k a d s b a s e d o n a ‘ To t a l Va l u e ’ f o r e a c h a d
MAXIMIZING OPTIMIZING CONSUMER

ADV ERT I SER VALUE EXPERIENCE
Advertiser
Bid × Estimated
Action rates + User Value = TOTAL VALUE
Your bid for the event What’s the likelihood that How interesting do we .
you selected as your an impression shown to think this individual is
optimization goal– going to find this ad? Is
this person will lead to your
i.e. your desired result
desired result? this a high-quality ad?
How do optimization goals influence ad delivery?
TA R G E T I N G O P T I M I Z AT I O N G O A L WHO WILL SEE YOUR AD
The outcome
Your
you tell
defined target
audience
+ us is important =
to you
LOCATION INTERESTS DEMOGRAPHICS CONVERSIONS CLICKS VIDEO VIEWS

Total Target Audience
(INDIA 18-24)
Some people People more

When Jasper’s chooses are more likely
to click.
likely to
convert.
their optimization goal,
they influence who is
most likely to see ad
People who see
your ad, but not
likely to take
action.
Example. For illustration only.

(INDIA 18-24)
Optimizing for Optimizing for

clicks means you’ll Some people People more conversions means
When Jasper’s chooses be more likely to are more likely
to click.
likely to
convert.
you’ll be more
reach these likely to reach
their optimization goal, people. these people.
Optimizing for reach
People who see means you’ll have a
your ad, but not better chance of
likely to take reaching more people
action. overall, whether or
not they click or
convert after they see
your ad.
(INDIA 18-24)
If you Neha
optimize
is for
Nikhil Neha conversions, you’re
many
more likelytimes
to reach
When Jasper’s chooses Some people
are more likely
People more
likely to moreother
Jill and likelylikely
to
convert than Nikhil
their optimization goal, to click.
Joe convert. converters

People who see
your ad, but not
likely to take
action.

(INDIA 18-24)
If you optimize for

Nikhil clicks, Neha and Neha
When Jasper’s chooses Some people Nikhil may be People more

are more likely equally likely to see likely to
Joe your ad convert.

People who see
your ad, but not
likely to take
action.

(INDIA 18-24)
If you optimize for

Nikhil Neha conversions, you’re
more likely to reach
When Jasper’s chooses Some people
are more likely
People more
likely to Jill and other likely
Joe convert. converters

People who see
your ad, but not
likely to take
action.

M u l t i - C a m p a i g n A p p r o a c h – Co m b i n e Aw a r e n e s s ,
Co n s i d e r a t i o n & Co n v e r s i o n s t o m e e t b u s i n e s s g o a l
effectively
W H AT ’ S YO U R M A R K E T I N G O B J E C T I V E ?
App Installs Video Views
Conversions Lead Generation
Brand Awareness Reach

Measuring the Multi-Campaign Approach right
Your customers
Source: Facebook Internal Data, Lift Studies, Feb 2017. Based on 2,177 Facebook Lift studies with online sales-based objectives.
47
Your customers
attributed to your ad efforts through click-based measurement
48
Your customers
influenced by your ad efforts
49
91
of people who could buy
your product don’t click
%
on your ads
Your customers
influenced by your ad efforts
50
Pe o p l e - b a s e d m e a s u r e m e n t i s t h e c r u c i a l
foundation for advertising effectiveness
Cross-Platform Accurate Actionable

Tie cross-device ad exposure to Measure real business Make better marketing decisions
cross-channel conversions outcomes, not proxies based on driving additional business
Fa c e b o o k Co n v e r s i o n L i f t
Determine the additional business driven online or offline from people reached by Facebook ads across devices
Measure lift in:

Group A Print ads · TV ads · Display ads offline or online
conversions
Group B Print ads · TV ads · Display ads Facebook ads
20% lift
Data is for illustrative purposes only. Not actual results.

Fr o m r e s u l t s t o a c t i o n
How many more conversions happened because people saw your ads, and wouldn’t have otherwise?
USE CONVERSION LIFT RESULTS TO CALIBRATE AND IMPROVE YOUR EXISTING ATTRIBUTION MODELS TO MORE ACCURATELY MEASURE FACEBOOK.
Prove ROAS Test Ad Impression
Understand which channels drive impact

Control No Ad Impression
Make informed budgeting decisions Facebook splits your target audience into test and control,
delivering ads only to the test group
Optimize campaigns on Facebook, Instagram and Audience Network

OVERALL FRICTION

AWARENESS FRICTION

FRICTION

INTENT
FRICTION

PURCHASE
A shift to value to achieve more from your
marketing
Define who your highest value Engage and retain them Grow your audience of
customers are valuable customers
Lifetime value is a strategic lever to deliver
sustained growth
2014
App Event Optimization
I N S TA L L S EVENTS outperforms Mobile App Install
ACQUISITIONS Ads on average by
more
than 2x
when comparing 30
day ROAS
LIFETIME
CLICKS VA L U E
PROXY VALUE
Source: Facebook Lift Test Meta-Analysis and client reported purchase information from NEKO ROAS, Global, May 2017
W i t h Fa c e b o o k f a m i l y o f a p p s a n d s e r v i c e s
ALWAYS FOCUSING ON PEOPLE-BASED VALUE
Measure true value Bid for true value Amplify true value
Develop your own BI system Bid for CPA Mobile App Installs
Use MMP like Appsflyer Bid for CPE Value Based Lookalike
Use Facebook Analytics Bid for ROAS & LTV Lead Ads & other placements
Mobile App Engagement
Pixel Events
Audience Network &
Placement Optimization
MOBILE ON FACEBOOK
Highlight what you’ve been doing in a way that’s
MEANINGFUL AUTHENTIC IMPACTFUL
58
FA C E B O O K S O L U T I O N S C A N H E L P YO U R E D U C E O V E R A L L
MEDIA FRICTION
FB Solutions to reduce Media Friction in Financial services journey
Need
Facebook marketing solutions can help you reduce media

identified
Discover
Awareness products q Use Signals to build relevant ads and relevant user journeys
friction throughout the complex user journey

q Build multiple creatives for family of apps, increased touch points
Compare Seek opinions

q Drive Brand awareness and prime the users effectively
financial
product
Research
Consideration product
q Effective communication through native FB formats & sequencing
Visit
q Drive message association with high frequency to build trust
Visit aggregator
Bank/NBFC
q Mobile first creatives with product, demo, offers, eligibility
Intent Understand terms
and conditions
Compare financing/
payment options
Understand
after sales q Use messenger ads, automated messages, nurture leads, re-engage
services
q Optimize & measure for value over longer time period
Purchase q Focus on building trust with continued engagement/re-priming

Contact customer
service
Post
Purchase Recommend/
review
THANK YOU

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ZERO FRICTION

FUTURE FOR FINSERV

• Decoding media friction points in financial services path to purchase

• Facebook solutions for reducing friction

• Ad is not relevant, not offering enough information, unclear offer

• Very tough to browse or find information, unclear offers CONSIDERATION

Build multiple creatives for family of apps, increased touch points

Effective communication using native formats, DCO & sequencing

Mobile first creatives with product, demo, offers, eligibility

Optimize & measure for value over longer time period

MOBILE SDK CUSTOM AUDIENCES

Liked a post about about an investment Recently sold her apartment

Joined a group where people

Has clicked on a banking Engaged in similar activity /

and people who look like them

Build multiple creatives for family of apps, increased touch points

Effective communication using native formats, DCO & sequencing

Mobile first creatives with product, demo, offers, eligibility

Optimize & measure for value over longer time period

Fastest growing By testing and optimizing

11x we saw advertisers gain

More creative assets

1) SocialCode FB ecommerce macro data Jan – May 2017

How do TVCs compare to feed

What creative elements on mobile

AD RECALL BRAND BRAND MESSAGE

Build multiple creatives for family of apps, increased touch points

CONSIDERATION Effective communication using native formats, DCO & sequencing

Mobile first creatives with product, demo, offers, eligibility

Optimize & measure for value over longer time period

Content that earns attention Creative Quality

Reach Connection to people

from real people

To understand how likely

Build multiple creatives for family of apps, increased touch points

Effective communication using native formats, Dynamic Creative

Mobile first creatives with product, demo, offers, eligibility

Optimize & measure for value over longer time period

takes people to fill out forms

Awareness Demand generation Acquisition Acquisition Transaction

Using Dynamic Creative, advertisers can explore

{INSTALL_NOW, PRICE_TAG: TRUE

1 Specify Targeting: Females in Mumbai 18-

Buy Now [“Body 1”] [Title 1]

Install Now [“Body 2”] [Title 2]

Build multiple creatives for family of apps, increased touch points

CONSIDERATION Effective communication using native formats, DCO & sequencing

Mobile first creatives with product, demo, offers, eligibility

Optimize & measure for value over longer time period

From our study of large

For purchase intent, a

Build multiple creatives for family of apps, increased touch points

CONSIDERATION Effective communication using native formats, DCO & sequencing

Mobile first creatives with product, demo, offers, eligibility

Optimize & measure for value over longer time period

More “performance marketing” in branding

More “brand message” in performance

In the past year, the number of advertisers using video in

S TAT I C I M A G E S A N D H AV E A C L E A R OPTIMIZE VIDEO ADS

ON-THE-GO LEAN FORWARD LEAN BACK

Short Feed Video Canvas on Facebook In-stream on Facebook and

Basic Motion Brand in Motion Benefit in Motion Demo in motion

For each method, include a CTA end card.