TapInfluence "Death of the Banner Ad"

Beer and the Death of the Banner Ad

formerly

May 18, 2012

1:00 Get Food1:20 Introduction1:30 “Death of the Banner Ad” Presentation1:50 Quick TapInfluence Demo1:55 Office Tour2:00-2:30 Mingling, Ping Pong and Foosball

I’ve built communities for 15 yearsFrom Dial-up Bulletin Boards To 75,000 Women Bloggers

(reaching 10 Million)

Now building communities and conversations for the worlds top brands…

Problem: Ad blindness and distraction intolerance

• 31% aren’t even “viewable” (Comscore Study)• 92% of those viewable aren’t even noticed (Nielson Eye

Tracking)• .04% engaged with

• $25,000 spend at Federated Media– $8 CPM– 3.125M impressions– 2.125M viewable– 127,000 “noticed” impressions [just an image]– 1200 engagements

Banner Ads by the Numbers

Solution: Get out of the sidebar, and into the content

Get into the conversationQuit trying to be a distraction

Banner ads on a social site is not social advertisingSimple test: “Is my message in the widest column on the page?”

Facebook likes aren’t the silver bullet

• Facebook Fan/Like Reach Rates (Brand Pages)– 2009: 48%– 2010: 35%– 2011: 24%– 2012: 16% <- but you can PAY for more

“We must acknowledge that our customer relationships [on Facebook] are not owned — they’re rented” – Ben Winkler, Chief Digital Officer OMD

Facebook: little branding and hard to truly engage a consumer

The interest graph is more relevant to brands than the social graph

Topic based blogs and forums get the same # of visitors each month as Facebook

Technology

Social GraphInterest Graph

Entrepreneurship

Tennis

Boulder

High School

Friends from Colorado

Family

Work Friends

Enter “Influencer Marketing”Turn your marketing message into a

conversation then team with influencers to start that conversation on blogs Facebook,

Twitter, Pinterest and whatever is next

Influencer Marketing Bonus: Halo Effect

500,000 friends

50M friends friends

Reach of a popular reality

TV show

Jenny of SouthernSavers.com

20% of US population!

It’s HARD to do this at “Banner Ad Scale”

Influencer Activation Platform

75,000 Bloggers[Influencer Research & Management System]

Turn-key “Social Activation Products”

Robust Tracking & Reporting Technology

Results: Allstate

Story contest seeded by 40 top bloggers

reaching 3M

4 Million tracked views of content from blogs,

FB, and Twitter

Resulted in 6,000 shares, Over 16,000

votes in just 4 weeks

Bottom Line:TapInfluence = $25kBanner Ad = > $75k

Results: PillsburyRecipe share seeded

by 40 top food bloggers reaching 2M

2 Million tracked views of content from blogs,

FB, and Twitter

Resulted in 13,000 votes and over 10,000

“prints” in just 4 weeks

Bottom Line:TapInfluence = $30kBanner Ad = > $65k

Thank you!

Rustin BanksCEO TapInfluence

http://[email protected]

@rustinb