Paid Social Platforms as Audience Enablers - DPlat, 8/13/14

PLATFORM SUMMIT !

RITZ CARLTON HALF MOON BAY • AUGUST 13- 15

PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS

PRESENTED BY:

PAUL STEKETEE HEAD OF PAID SOCIAL AND EMERGING MEDIA

1

PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS 2

AGENDA

1. THE SITUATION

2. THE OPPORTUNITY

3. THE PLATFORM AS AUDIENCE SOLUTION

4. THE RESULTS

PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS 3

A NEW FORM OF ADDRESSABILITY IN DIGITAL HAS EMERGED

AAS 1.0 Name & Address

AAS 4.0  ID ENABLED ON PLATFORMS

1990 2014

AAS 3.0  Email Address

AAS 2.0  Phone #

PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS 4

(#SharkNadoTheSecondOne)

Time spent in mobile apps surpassed time spent on desktop in January 2014

Cross device is the norm with the average American owning 4 devices

MOBILE HAS JUMPED THE SHARK

Source:  Comscore  &  eMarketer

PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS 5

80/20 RULE: MOST TIME ON MOBILE IS SPENT ON JUST A FEW PLATFORMS

PEOPLE DON’T “SURF” AS MUCH ON MOBILE

Source:  Comscore  ‘13

92%

% mobile

86%

68%

98%

PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS 6

AD SPEND SHIFTING: A FEW BIG WINNERS EMERGE

PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS 7

IF THE MEDIUM IS THE MESSAGE: THE PLATFORM IS THE AUDIENCE

PLATFORMS    UNLOCK  AUDIENCE  IDENTITY

College  Student  /   Heavy  Gamer

Entertainment  Junky  in  Midwest

PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS

INCLUSION

EXCLUDEDSEGMENTS EXCLUDE EXISTING CUSTOMERS

CROSS-SELL, UP-SELL, REPEAT PURCHASE OR TARGET NEW PROSPECTS DIRECTLY

EXPAND REACH TO FIND NEW CUSTOMERS

Customer    /  Prospect  Segments

TARGETED SEGMENTS

EXCLUDE SEGMENTS

LOOKALIKES TO EXPAND REACH

LOOKALIKES

MEDIA PERFORMANCE ANALYTICS, CONVERSIONS, MEASUREMENT OPTIMIZATION

EXCLUSION

8

CRM Database

Beyond Cookies: ID Based Is More Accurate Across Platforms

PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS

LOGIN  ENABLES    PERSISTENT  ID

Define Your Target

1

ACTIVATE  VIA    

PAID  SOCIAL  

PLATFORMS

2 3

NATIVE:  IN  FEED  &  BEYOND

4

FREQUENCY  &  SEQUENCING  

DRIVE  THROUGH    THE  FUNNEL

5

The Login is the Only Truly Persistent Identifier

RLSAGDN

BRING  YOUR  OWN  DATA  /    ENABLE  PLATFORM  DATA

9

PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS

Instagram: Intent Indicator

PLATFORMS    UNLOCK  AUDIENCE  IDENTITY

10

PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS

Pinterest: People Powered PLAs

11

PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS

Twitter + MoPub: In the Billions each Month

Tweets Have all of the elements for Ad syndication in Mobile

12

PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS

13

CTR - 10X better than standard banner unit

Photo Post Link Post Native Video Post

The Full Screen - Now in the Palm of your hand

13

PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS

Embedded VineEmbedded Photo

Native Video

The Full Screen - Now in the Palm of your hand

14

PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS

Click To Call Card

Product Card

Lead Gen Card

The Full Screen - Now in the Palm of your hand

15

!

RITZ CARLTON HALF MOON BAY • AUGUST 13- 15PLATFORM SUMMIT

PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS

THANK YOU! - GO FORTH AND MOBILIZE!!

PRESENTED BY:

PAUL STEKETEE HEAD OF PAID SOCIAL AND EMERGING MEDIA

16

@Steketee