Reach on the Beach UK, Summer 2014
Summer is the season when the living room loses most of its life.
2010 2005 2000 1995
TV reach goes down as summer hots up As people head out to enjoy the sun, TV viewership declines. Historically weekly average viewing drops by as much as 12 hours a week during the summer.
Winter
Spring
Summer
Autumn
Winter
Average weekly viewing hours Source: TeleScope, A focus on the nation’s viewing habits, TV Licensing, 2011
There’s a better way to stay connected to the people that matter to you this summer
Mobile is the summer sun screen and Facebook is the constant companion No matter where they are or what they’re doing, people are connected to Facebook throughout the summer, with both reach and engagement remaining consistent on mobile.
Mobile unique users (1)
Mobile reach
July
August
September
Key stats:
21m people in the UK log in to Facebook on mobile every day (2)
50%
Mobile time spent (1)
Mobile engagement
of time spent online in the UK is now accounted for by mobile (3) May
June
July
August
Sources: (1) - Based on Facebook Internal Data (May-September 2013) (2) - Facebook Internal Data, average for December 2013 (3) - eMarketer, March 2014
I have my phone with me 24/7 in the summer and I’m on Facebook most of the time, whether waiting for the bus, in the park with friends or when I’m out in the evenings. I’m out and about a lot more in the summer so I’ll post pics or updates from restaurants or bars I’m in, and I also message people more frequently. Lizzy, 24, London
Chatter is increasing YoY
Ice cream
1.22x
Sun
1.07x
Travel
1.07x
BBQ
1.42x
Sun cream
1.24x
As people share and experience summer together Source: Facebook internal data based on reported and inferred UK user data May-September 2012 and 2013
The summer is a time of the year when behaviours change and the weather dictates many of our decisions. Add to that the unknown of the World Cup and it is an exciting time for brands to exploit existing or new channels to deliver experiences that matter, and reach consumers on the go. With such a large mobile audience, Facebook will be at the front of the queue. Steve Parker,
co-CEO Starcom MediaVest Group
Use Facebook to make more personal connections on mobile
Weather-activation Weather-activated content can be extremely powerful and is easy to prepare in advance Example: Running a drinks promotion in a target city when the temperature hits a pre-determined threshold
Take advantage of Facebook’s varied ad formats, unique targeting tools and flexible distribution to reach people with the right message at the right time – whether you’re responding to warm weather, rainy days or a major football tournament.
Summer 2014
Supercharge your ads Facebook’s Preferred Marketing Developers (PMDs) build technology that help brands and agencies make every marketing program more powerful and effective. Whether you’re looking to drive ad efficiency, scale or take advantage of custom functionality, such as switching on your ads when it’s raining, our PMDs are a great resource to consult. Speak to your Facebook representative for more detail.
Ownable moments Own key summer moments by preparing creative that responds to current events. Example: Build awareness among football fans by preparing creative for big game results
Business need Adapt your advertising on Facebook to meet seasonal business needs Example: Run ads for popular products near specific store locations
Boosting engagement with the Pepsi summer activation
6.8m
+14pts
people reached
brand preference
“We know that mobile is more popular than desktop during summer so we keep Facebook at the centre of our communications because this is where our target group is spending its time. It’s always easier to find them where they are versus trying to take them somewhere else. For 24/7, 365-days-a-year communication, Facebook is the best tool.” Magdalena Kuznik, Senior Brand Manager, Pepsi Poland
Spanish retailer Privalia reaches fashion-conscious youths wherever they are during summer
60%
45%
of web traffic via mobile
of sales via mobile
“Summer is typically the off season but now, through mobile, we can keep our audience. They may be on the beach, in the mountains or by a lake but we can be there with them. I couldn’t imagine our current business without mobile, and Facebook is incredibly well prepared to face this massive shift. There’s no other network in the world that has such a huge mobile audience base.” Ferran GÜell, Chief Marketing Officer, Privalia
Relaunching the iconic UK brand Lipton Ice Tea with a summer video targeting 18-25 enthusiasts
6.9m 12.8% unique people reached
video view rate
0.06
£
cost per view
“Facebook is a critical channel for us during the summer months when we might otherwise find it difficult to reach our customers at the scale we’re used to. The combination of strong mobile engagement and the ability to target the people that are most important to the brand puts Facebook head and shoulders above the competition during this season.” Aman Matharu, Digital Marketing Manager, Pepsico
As we head into the summer months, we always look to orchestrate our digital efforts alongside our other ATL channels to deliver the right communications, at the right time, to our customers. Facebook is starting to be even more integral to us as we know that people are there on mobile every day and no matter where they are the platform allows us to be flexible in reaching relevant people with relevant messages. We’re able to geo-target (very precisely) our heat activation approach as we trade these months. In fact, our new paid-for summer video activity has received our highest ever CTR with Facebook. Kelly Peachey,
Senior Marketing Manager, Boots