2 min.
A look back at the 2017 Facebook Summit : Is the death of desktop imminent?
1L’art de la gestion de projet2Un projet à succès commence par une bonne gouvernance3Cascade, agilité, demandes de changement?

A look back at the 2017 Facebook Summit : Is the death of desktop imminent?


Last Wednesday, the annual Facebook Summit conference was held in Toronto, bringing together specialists from across Canada. Nice improvement this year: the conference was divided into two: The first part was focused on more general conferences, while the 2nd part  was divided into specialties: finance, retail, automotive, etc. For my part, I attended the conference on financial products.


There are several points to remember from this conference, but if you have to remember just one, here it is: The desktop is dead, long live the mobile!

Here are the four takeaways from this Facebook conference:


It's good to have a lot of clicks, to get an astronomical click-through rate or to have a cost per view of $0.01, but in the end what matters most is the  sales of your products or registering for your services I often tell my clients that I'd rather have my campaigns performing poorly but the business results hitting the targets than delivering great results on Facebook but the targets not being met.

The platform has evolved over time and there are many ways to optimize Facebook campaigns to be successful and achieve business results. Here are some tips !


When we plan a TV campaign, frequency is super important. No one would launch an offensive without having significant PEBs (Gross Exposure Points). Why should this be different on Facebook? This is why it is important, even essential, to reach your target with a  frequency that will ensure the success of the campaign . This is especially true for branding campaigns where frequency is essential to establish your message.

How do we reach our target customers, especially if we are targeting millennials? By prioritizing mobile! Over  85% of Facebook traffic is mobile . So you have to focus on it. Which brings me to the third point.


You have to think differently. The 16:9 time is over. We are in the era of  9:16 ! This mobile format allows you to present videos in full screen, on your mobile.

We've all heard of the rumored reuse of product video for TV on Facebook and other platforms. That time is over! Videos used on Facebook must be produced according to the best practices of the platform:

  • 9:16
  • Short video  (Ideally less than 30 seconds)
  • Hook up from the start  of the video. We have  1-2 seconds  to arouse user interest
  • Put hooks every  2-3 seconds  for the full duration of the video
  • If possible,  no sound !

Ideally, you have to adapt your creative to the audiences. For example, during the conference, for a coffee brand, we were presented with creatives suitable for millennials (very dynamic) and baby boomers (quieter). It was very successful! They were able to capture the attention of both groups with creatives adapted to their reality.

It's also worth remembering that your creatives are not only fighting against your competition, but also against cat videos, newborn photos, the new acquisition of the Canadiens or the publication of one of your favorite bands. We must differentiate ourselves and stand out!


It's fine to do everything to make our Facebook campaigns successful, but it's a shot in the dark if we haven't decided on an  attribution model  and a  source beforehand. of truth .

Here are some questions you'll need to answer before you do any advertising efforts:

  • Do you use an ad server to measure all of your ad offensives?
  • What is your source of truth for your results?
  • What attribution model do you use?

The answers to these questions will influence how the results of your digital campaigns are measured. I invite you to read this article to learn more!  

Again this year, the Facebook conference was an excellent source of information on the platform and on digital marketing in general. Not only is it an excellent way to get up to date on market trends, it's an opportunity to rub shoulders with clients, colleagues and industry experts and to learn more about our realities.

Here are the key takeaways from the conference:

  • The  mobile is king  while the desktop is on the verge of extinction. I see the day when Facebook will no longer create new features on Desktop and only on mobile. A bit like Sony stopping the production of games for the PS3…
  • Focus on business objectives and not results in the platform  
  • Define your audiences well, adapt your message  and make sure you have the optimal frequency 
  • Properly measure  the results of your advertising offensives using the attribution model that corresponds to your business reality  

I am already looking forward to next year's conference, which I am sure will be just as informative. In the meantime, I'm going to thoroughly optimize my mobile campaigns... and maybe Desktop...