Specialist
Former Product Lead at Facebook Inc
Agenda
- Overview of the current social media monetisation landscape, including contrast between Facebook (NASDAQ: FB), Twitter (NYSE: TWTR) and Snapchat
- Facebook's ability to monetise amidst growing concerns over user data privacy
- Facebook Messenger and WhatsApp, as the platforms become more viable from a monetisation standpoint
- Outlook for Facebook in the mid to long term
Questions
1.
Could you highlight any recent trends you have seen around ad-supported TV viewership and the potential impact on advertiser demand across demographics?
2.
How would you say agencies and traditional advertisers have responded to the declines in viewership and what sort of competitive response would you expect?
3.
How do you think newer direct response and brand response advertisers approach advertising and target audiences differently, and how do you expect these shifts could continue longer-term?
4.
How does the total addressable market that you would say is serviceable by Facebook’s advertising and marketing differ to the total addressable market of the traditional TV advertising channels?
5.
How do you think Facebook stacks up against other platforms in terms of engagement, targeting capabilities and other factors?
6.
It seems that pre-roll or mid-roll ad inventory would potentially be associated with some brand safety issues. How would you think about driving up ad load for Facebook, as it seems that it potentially is nearing maximum capacity?
7.
Do you think there is a threshold to consider wherein more impactful declines in user engagement might occur if Facebook’s ad load surpasses a certain percentage?
8.
How do you think Facebook’s pivot towards becoming more of a privacy-focused network could impact its ability to gather data and consequently affect its targeting ability?
9.
You mentioned messaging and WhatsApp. What revenue potential do you see for messaging platforms in 2019 or beyond? Do you think this would be driven from advertising, paid messages or payments?
10.
Do you have any insight into the costs and time required for infrastructure integration investments that would be required for WhatsApp?
11.
Would you say that the opportunity for Facebook in payments requires that network effect that you were describing? Otherwise, where is the gap in the market and why might people use Facebook when there are already a lot of payment services out there?
12.
What e-commerce opportunities do you see, such as Facebook Marketplace or an Instagram shop, and how would you rate Facebook’s ability to improve that in any meaningful way?
13.
Do you see any structural issues with monetising Stories due to how the content is consumed, or do you see it as more of a fixable problem?
14.
Do you see Stories as a meaningful revenue opportunity in 2019, or is this something that Facebook might benefit from in the longer term?
15.
Do you have any thoughts on how a potential ROI might compare to ad inventories on Facebook’s core platform as well as ways it might be able to improve it for Stories?
16.
You mentioned potential increases in ad load for Facebook news feed. How much scope would you say there is to similarly boost ad load on Instagram?
17.
You suggested a way to think about the percentage increase to ad load and its correlation to a revenue increase for Facebook news feed. Would you say it is similar for Instagram?
18.
What do you think is the potential size of ARPU gap between North America and non-American regions? How capable do you think Facebook is of compressing that gap over time and what might drive that?
19.
What would be your best-case and worst-case scenarios for Facebook’s ability to monetise across its various platforms over the next 12-18 months?
