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F8 2016: Here’s What You Missed

Written by: Tricia Chang, Product Manager

Facebook’s  F8 conference has become an important window into the social giant’s advertising and stack-building strategy. Last March at F8, important updates to Facebook Messenger, LiveRail, and Parse were unveiled to developers from around the world. The 2016 edition of F8 was held once again at Fort Mason in San Francisco, spanning April 12th and 13th. If you were unable to attend the two-day event, here are some on-the-scene snapshots:

Tuesday Keynote

New Developments
Facebook Live (live video for live events)
Messenger  – instant, persists identity, in context and canonical
Beta version has launched – you will be able to build your bot for Messenger:
  • bots can send/receive text, images, CTA, buttons, etc.
  • you can build a carousel of products in Messenger after making a few selections; users can swipe through and buy, go to optimized product page with receipt
  • newsfeed CTA ads – bring people directly to your Messenger bot
Changing How People Share
  • Artificial Intelligence
    • photo interpretation – share information for everyone that can’t see
    • content interpretation – open sourced Torch to help other people enhance their own machines
    • virtual and augmented reality – Oculus Rift:
      • will launch with hand controls, adding a whole new layer of immersion
      • can join together 2 people that are in completely different places
      • future of VR – looks just like glasses and gives the ability to not only see the world but build digital objects on top of it
Global Growth
  • Billions of people are still on 2G or have no coverage at all
  • Facebook Lite is fastest-growing app, and works on 2G
  • Think of localization, think of accessibility

Tuesday and Wednesday Sessions

Session 1: Driving Growth with Mobile App Ads

The App Ecosystem: 87% of mobile time is spent in apps.
  • 2012 – 1M apps
  • 2013 – 1.5M apps
  • 2014 – 2.5M apps
  • 2015/today – 3M+ apps
  1.  Video ads – tell a story
  2. Engagement ads – bring players back into app
  3. Carousel – show off multiple features within ad creative
  • 2B+ app installs
  • 25K+ active advertisers
  • 80% top grossing US apps buy with FB
Unlocking mobile app value
3 main steps:
  • Drive targeted install acquisition
    • use tools to find targeting audiences
      • dynamic ads +mobile app installs
  • Minimize funnel drop-off
    • use deferred deep linking and deep linking in general to take people where they want to go
  • Remarket and Engage
    • make sure to re-engage users beyond the install and get more value out of them

Session 2: Building an Instagram Community

At Instagram, every single day, they share two stories from community members from around the world.
They do high-impact targeting focusing on certain groups of people – because your community isn’t monolithic; it is comprised of lots of different sub-communities.
  • @blueeyedbiblio – reading – CR (currently reading)
  • @scolerina9247 – ballerina with scoliosis
  • @strawburry17 – cosplayer – murder mystery event on instagram
  • @isupersheng – transgender man – used platform to story tell
With these four people, Instagram asked them what they wanted (it’s important not to forget to ask your users what they want).
5 Commandments of Community Building:
  1. Show up
  2. Be real
  3. Empower
  4. Don’t prescribe
  5. Respect user behavior

Session 3: Facebook Audience Network, Mobile Monetization For Publishers

Facebook – 1.59B MAUs globally; 3M advertisers!
What is an ad network?
Nothing more than a broker; a way to connect advertisers with users. Unfortunately, not very effective. According to Nielsen, only 50-60% of cookies are accurate and they don’t work on mobile.
What is the Audience Network?
Facebook has amassed a huge qualified audience, which is the reason why so many advertisers choose FB.
3 Goal Posts:
  1. Content – organize content around a particular value prop to provide a special content experience
  2. Monetization – a scalable way to build your business and keep it relevant
  3. Syndication – reinvest in your audience
The Facebook Audience Network in Action: GLU Mobile
The partnership with GLU started with content. Design matters, formats – how to leverage advertising next to experience. How do you make it complimentary rather than disruptive?
GLU had 2 top 10 games at the same time:
  • Kendall and Kylie game – 5M downloads in first 2 weeks
  • Kim Kardashian Hollywood – also was testing at the time
Monetization – how do you take these audiences and do more with them?
  • Premium placement performed 57% better than other publishers
Syndication – GLU re-invested assets and content across all the games they were developing, with a focus on LTV. It allowed them to attract more consumers across their business.
  • Q4 ’14 – 15.5% of ad revenue
  • Q4 ‘15 – 20.7% of ad revenue
3 pillars for publisher success:
  • Ads your users want to see…
  • …from brands they care about…
  • ….that are elegantly placed in your app.
The case for native ads in the Facebook Audience Network
Native ads perform up to 7x better than banner ads. Across every new media, we’ve had to evolve our advertising to make sure it works on those channels. Native gives you so much flexibility to build ads that are interactive, compelling, creative and relevant.
83% of impressions on the Audience Network come from native ad formats.
What is the users’s mindset when they see your ad? Are they open to it or are they closed to it? Are they mid-game, or are they just finishing an action?
  • Flow Types – a way of describing user actions
    • Left/right swipe – swipe into the ad
    • fixed against content – when an ad is placed against other content
    • in feed
    • app launch
    • ad discovery
    • homescreen menu
    • messaging
    • lock screen
    • mid-game
    • after tasks
    • during tasks
    • between tasks
    • before tasks
  • Which perform best?
    • Top Tier
      • in feed
      • after task
      • ad discovery
      • left/right swipe
      • lock screen
    • Middle Tier
      • app launch
      • before task
      • between tasks
      • homescreen menu
      • messaging
    • Bottom Tier
      • fixed against content
      • mid game
      • during tasks

Session 4: Play to Win With Gamers

  • 550+M gamers on FB
  • 1/4 of all time spent on phone playing games
  • $34B spend on mobile games in 2015
If you look at level of engagement and the amount of money people are spending, gamers are an important segment. The brand overlap with audiences that play certain games is significant; it’s worth targeting for brands with strong affinities.
Who is a gamer?
  • They’re a highly engaged audience and constantly looking for content to consume. They’re also very social.
  • Of the 1.59B people on Facebook, over 550M play games on FB each month
  • It’s a global audience, and a very engaged audience – of the top click-garner category, games is the top
  • 15%+ time on – people are playing games
  • People play games on FB for relaxation, challenge and connection
Segments of gamers:
  • Core Facebook gamer –
    • plays on
    • primarily female
    • highest % of gamers
    • like bigger screens
    • relies on social media to hear about new games
  • Engaged mobile gamer:
    • skews female
    • plays mobile while commuting
    • word of mouth to discover
  • Core gamer:
    • skews male
    • immersive and casual games
    • early adopter of tech
    • plays more than any other segment
    • relies on friends to hear about new games
Social network is extraordinarily important to finding new games across all segments of gamers – this is where Facebook becomes valuable.
If you enjoyed this Facebook event roundup, check back in with us on April 28th for a recap of Facebook’s Q1 earnings report.
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