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.
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.”