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What are Facebook's strengths across the full funnel of awareness, consideration, and purchase? Mobile Commerce Seminar Held
Facebook Japan held the seminar "Mobile Moves Commerce" at the Hyatt Regency Tokyo in Shinjuku Ward on October 20.
The seminar conveyed the current state of mobile commerce, which is changing rapidly due to the accelerating mobile shift, and Facebook's advantages across the full funnel of awareness, consideration, and purchase to commerce-related advertisers and advertising agency representatives.
In the opening remarks, Shin Hasegawa, President of Facebook Japan, stated, "As the mobile shift progresses, usage in commerce is also increasing. To win in this mobile-first world, 'creatives that stop thumbs,' 'high-quality mobile reach,' and 'accurate measurement of effectiveness' are crucial."
He also explained that 96% of usage in Japan on Facebook and Instagram comes from mobile access, with nearly 70% of users accessing daily.
In the subsequent "Success on Commerce" session, Ryota Tanosaki, Executive Officer and Head of Client Solutions Manager at Facebook Japan, highlighted Facebook's strengths in contributing to the full funnel—awareness, consideration, and purchase. Rie Furuta, Client Solutions Manager, introduced the optimal products for each stage of the full funnel.
Tanazaki highlighted specific strengths: "In the awareness phase, Facebook contributes precise reach to 26 million people and Instagram to 12 million. This allows us to reach audiences in different contexts than television."
He further introduced that during the consideration phase, data proves the synergistic effect between search-linked ads and Facebook ads, and that rich ad formats including video are effective. For the purchase phase, he recommended "people-based" optimized delivery to reach users with high purchase potential. He also noted that leveraging the Facebook family—including Instagram and the Audience Network—alongside Facebook enables greater efficiency.
The seminar drew over 200 participants and concluded to great success.
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