Home Mobile Facebook Exec Talks ‘Home’ Ad Strategy, Monetization Opportunities

Facebook Exec Talks ‘Home’ Ad Strategy, Monetization Opportunities

SHARE:

rebecca-van-dAt Ad Age’s Digital Summit, Rebecca Van Dyck, head of consumer marketing at Facebook, informed the audience that she hopes her company makes “a few more big mistakes because we learn faster from them.”

Van Dyck was referring to Mark Zuckerberg’s decision last year to undo the social giant’s previous efforts to embrace HTML5 apps and rebuild its mobile apps natively.

“We took a bet,” Van Dyck said, “and spent 2011 rebuilding everything on HTML5. Our engineers were also working across multiple OSs — Nokia, Blackberry, Windows, Android, iOS. But we later found that we really only needed to get the iOS and Android [versions] working and learn from there.”

Following complaints of slow load times and a clunky app experience, Zuckerberg later admitted that betting on HTML5 was Facebook’s “biggest mistake.”

On the bright side, according to Van Dyck, Facebook is now able to develop apps across multiple codes and languages and quickly adapt its programs for other platforms.

Tinkering with the Android OS was also the seed that eventually developed into Facebook Home. “At the same time that some folks were learning every code out there, another team was learning what they could do with Android to create the best Facebook experience for an Android device,” Van Dyck noted.

Without commenting on the pressure that Facebook is surely under making sure its new Home doesn’t flop, Van Dyck also explained that Facebook is “using all the tricks” of the marketer’s trade in promoting Facebook Home.

“This is the first time we’ve ever put ourselves out at this scale,” Van Dyck said.

For Facebook Home’s first campaign, the company is targeting young adults just out of college and people who already use Android phones.

Two days after unveiling Facebook Home on the HTC First, Facebook placed its “Airplane” video promoting the phone on its login screen and purposely aired the TV ad version later that night during the March Madness championship games.

Approximately 85 million people saw the Airplane video on Facebook, and about 15 million people saw the TV commercial on the first day both ads aired. Based on three days of results, viewers who saw the ads were twice as likely to purchase the HTC First (versus those who hadn’t seen the ad). “When you consider that device launches are usually lucky to get a one and a half times lift, we were very happy,” Van Dyck said.

Subscribe

AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

In terms of whether Facebook Home will find its way into the iPhone, Van Dyck echoed statements from Zuckerberg and other Facebook executives that the company has a good relationship with Apple, but users are likely to see more experiments on the Android OS, given that its terms are more flexible.

Van Dyck also noted that while there are no immediate plans to introduce ads to Facebook Home,  ads will eventually appear.

“In terms of monetizing [Facebook Home], we think Cover Feed especially will be a great place to get ads in the same way we get them on our News Feed,” Van Dyck said. “The ads will be coming soon.”

Must Read

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.

Marketecture Buys AdTechGod (No, Really)

Marketecture has acquired AdTechGod – an anonymous ad tech Twitter poster turned one-man content studio – and the AdTech Forum, an information resource hosted by AdTechGod and Jeremy Bloom.

Why The False Advertising Lawsuit Against Poppi Is Bad News For RMNs

This week’s dispatch explores the new trend of false advertising class-action suits in the food and CPG industry and how the evolution of online, data-driven retail media could exacerbate the problem.