The Social Advertising Landscape by Don Mathis

The Social Advertising LandscapeTumblr, LinkedIn, StumbleUpon, BuzzFeed, Reddit

If you find social advertising confusing…there’s a reason

A bit about us

Marketing strategies remain fragmented across social and digital media

Kinetic Social makes sense of the world’s social signal

Kinetic Integrates:

Campaign Planning & Strategy

Data Aggregation, Predictive Analysis

Algorithmic / Contextual Targeting

Kinetic Social is a member of the Facebook Preferred Marketing Developer Program (PMD)

MVT and Optimization

Programmatic Media Buying

Customized Deep Reporting

With more to come!

Facebook reaches over 1.19 billion active users monthly

Twitter reaches 200+ million users monthly with 1 billion tweets every 2.5 days

Facebook…and everyone else

Source: The Next Web, The Atlantic

Social Network Referrals Comparison

Facebook, Pinterest and Twitter are dominant in driving traffic LinkedIn and YouTube are gaining share

Source: Shareaholic blog

Background:

Launched in 2003 and had its IPO in 2010, LinkedIn bills itself as the world’s largest professional network

259+ million members in over 200 countries

Advertising:

Average Revenue Per User (APRU) as compared to Facebook and Twitter

LinkedIn

Source: LinkedIn, Forbes.com

Social Network Usage Comparison

Tumblr beat out Facebook in a recent survey of what teenagers use online.

Source: Financial Post, Garry Tan

Teens in Social Media

61% of teenagers cite Tumblr as their favorite social media site, ahead of Facebook (55%) and Twitter (22%).

Source: Mediabistro

Tumblr

Background:

A microblogging platform and social networking site founded in 2007

145.1 million blogs and 66.1 billion posts in 13 languages generating 18 billion pageviews per month (to date)

Majority of users are 18-24, with the next largest demographic aged 25-34

Yahoo acquired Tumblr this year for $1.1 billion

Advertising:

When Tumblr got into monetization last year, it generated $13 million in a matter of months

Advertising restricted to “radar” and “spotlight” features, with a $25,000 minimum ad buy

Source: Business Insider, Tumblr, Digiday

Background:

Founded in 2002, StumbleUpon is a discovery engine that finds and recommends web content to users

30 million users

Over 1 billion ‘stumbles’ per month

More than 25 billion clicks of the StumbleUpon button

Advertising:

Paid Discovery links interested audience to advertiser messages

Ads are shown by category and demographic

StumbleUpon

Source: StumbleUpon

Reddit

Background:

Launched June, 2005

4.7 billion monthly page views

81.4 million unique visitors monthly

6% of US adults visit regularly

The largest user demographic is 18-29 year old males, who make up 15% of its visitors

Advertising:

Ads can contain text, images, and video, and they can also be commented on for direct user feedback

Focus is on what users are interested in, and not what demographic they are in

Source: Reddit, TechCrunch

BuzzFeed feeds Facebook

Source: NewsWhip blog study

BuzzFeed is dominating publishers in Facebook engagement

BuzzFeed

Background:

This social news and entertainment content company was founded in 2006

2.5 million subscribers

85 million unique visitors and 500 million page views monthly

Majority of readers are 18-34

Advertising:

Works with advertisers to create branded content

Promotes their audience of “SuperSharing” users to generate earned media

Source: Buzzfeed

Thank You!

Don MathisCEO

@KineticDHM

www.kineticsocial.com