0
Reaching Social Influencers
and their Listeners

Ray Philipose, VP Performance
2

Olive Media’s RTB Capabilities
Technology

Media

Data
Management
Platform

Olive Private
Exchange

3. Ad serving
4. Gr...
3

What We’ll Cover
1. Who are Social Influencers and Listeners?
2. Why reach them?
3. How do people share online?
4. How ...
4

1. Who are Social Influencers and Listeners?
5
6

Influencer

Listener
7

2. Why Reach Them?
8

The Power of Sharing

Sharing is one of the most intimate and
most global of human behaviors.
9

People Share What’s Important
10

People Pay Attention to their Friends
11

People Influence Decisions
12

Influencers and Listeners are Valuable to Marketers

90%

listen to friends1

50%
more engaged2

5x

higher intent3

1...
13

It’s valuable to be connected to conversation

for
14

3. How do People Share Online?
15

How People Share
CLICKING ON LINKS BY SHARING CHANNEL 2

• Sharing generates 10% of all
Internet traffic (Canadians sh...
16

Sharing by Content Vertical
Arts &
Entertainment

65%

Music

64%

Video
Games

5%

2%

46%
29%

Business &
Investment...
17

4. How to Reach Influencers and Listeners (via RTB)?
18
19

How it Works
1 The Share
20

How it Works
2 The Sharing Insight
21

How it Works
3 Tracking the Listener
22

How it Works
4 Reaching Influencers & Listeners
23

How Social Data Differs from Traditional Data

TRADITIONAL DATA

WITH THE POWER OF
SOCIAL DATA

Age

What they love ba...
24

5. Is this the Same as Advertising on FBX?
25

Social
Targeting
Data

Sharing Data

Web

Inventory

Video
Facebook
Exchange

BXF
26

6. Does it Work?
27

Pre-Roll Video Case Studies
HIGH END OUTDOOR CLOTHING BRAND
Campaign Goal: High CTR
Performance Goal: High CTR

PROMIN...
28

CPG Case Studies

Popular Yogurt Brand
Campaign Goals:
• Drive Video Completion Rate above 50%
•Traffic driven to clie...
29

Automotive Performance and Benchmarks
Honda Accord Launch - Top 2 Partner
• Consistently exceeded CPA goals for nation...
30

Questions?

for
Upcoming SlideShare
Loading in...5
×

Olive Media "Reaching Social Influencers and Their Listeners Through RTB"

642

Published on

Presented by Ray Philipose, VP Performance at Olive Media at IAB Canada's X-Series: RTB conference in May 2013.

Published in: Marketing, Technology, Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
642
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
14
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Transcript of "Olive Media "Reaching Social Influencers and Their Listeners Through RTB""

  1. 1. Reaching Social Influencers and their Listeners Ray Philipose, VP Performance
  2. 2. 2 Olive Media’s RTB Capabilities Technology Media Data Management Platform Olive Private Exchange 3. Ad serving 4. Granular Reporting Campaign Management AppNexus Google Ad Ex Rubicon PubMatic AdMeld Olive Search Retargeting (Exclusive data) End to end campaign management & optimization Olive Behavioral (Exclusive data) Exclusive premium inventory 1. Programmatic Buying (RTB) 2. Exclusive Inventory Access Data RTB – Bid management Social Targeting (Exclusive data) Brand protection policies Integrated 3rd party data Renowned service
  3. 3. 3 What We’ll Cover 1. Who are Social Influencers and Listeners? 2. Why reach them? 3. How do people share online? 4. How advertisers can reach social influencers and their listeners through RTB? 5. How is this different from advertising on the Facebook Exchange 6. Does it work?
  4. 4. 4 1. Who are Social Influencers and Listeners?
  5. 5. 5
  6. 6. 6 Influencer Listener
  7. 7. 7 2. Why Reach Them?
  8. 8. 8 The Power of Sharing Sharing is one of the most intimate and most global of human behaviors.
  9. 9. 9 People Share What’s Important
  10. 10. 10 People Pay Attention to their Friends
  11. 11. 11 People Influence Decisions
  12. 12. 12 Influencers and Listeners are Valuable to Marketers 90% listen to friends1 50% more engaged2 5x higher intent3 1- Nielsen 2- ShareThis 3- Emarketer
  13. 13. 13 It’s valuable to be connected to conversation for
  14. 14. 14 3. How do People Share Online?
  15. 15. 15 How People Share CLICKING ON LINKS BY SHARING CHANNEL 2 • Sharing generates 10% of all Internet traffic (Canadians share 30 billion pieces of content each month1) • Facebook is the largest sharing channel at 38%, but by no means the only one, with email accounting for 17%. Other Facebook (Bookmarking, Blogs, etc) 38% 34% Twitter Email 11% 17% Sharing is 31% of site referral traffic! 1Hermida et al., ‘hare, Like, Recommend: Decoding the social media news consumer, Journalism Studies, iFirst, March’12 2- ShareThis Internal Research
  16. 16. 16 Sharing by Content Vertical Arts & Entertainment 65% Music 64% Video Games 5% 2% 46% 29% Business & Investment 40% 34% Health & Science 54% 31% 31% Facebook Other Social Twitter Email Other
  17. 17. 17 4. How to Reach Influencers and Listeners (via RTB)?
  18. 18. 18
  19. 19. 19 How it Works 1 The Share
  20. 20. 20 How it Works 2 The Sharing Insight
  21. 21. 21 How it Works 3 Tracking the Listener
  22. 22. 22 How it Works 4 Reaching Influencers & Listeners
  23. 23. 23 How Social Data Differs from Traditional Data TRADITIONAL DATA WITH THE POWER OF SOCIAL DATA Age What they love based on what they share Where they live Who they influence and who they listen to What they search for Past behavior Who else is like them Which channels they use for sharing
  24. 24. 24 5. Is this the Same as Advertising on FBX?
  25. 25. 25 Social Targeting Data Sharing Data Web Inventory Video Facebook Exchange BXF
  26. 26. 26 6. Does it Work?
  27. 27. 27 Pre-Roll Video Case Studies HIGH END OUTDOOR CLOTHING BRAND Campaign Goal: High CTR Performance Goal: High CTR PROMINENT ONLINE CONTENT NETWORK ShareThis Results: • CTR: above 2.5% Campaign Goal: High completion rate Performance Goal: 75% - 80% ShareThis Results: Best on plan • CTR: 0.48% LEADING AUTOMOBILE BRAND Campaign Goal: Awareness of new vehicle launch Performance Goal: Completion Rate and CTR ShareThis Results: • CTR: 1.01% • Completion Rate: 75% • Completion Rate: 90%
  28. 28. 28 CPG Case Studies Popular Yogurt Brand Campaign Goals: • Drive Video Completion Rate above 50% •Traffic driven to client’s Facebook page Product: Pre-roll Video Performance: Frozen Foods/Appetizers Campaign Goals: •Reach female meal planners across video and standard display •Drive Traffic to client’s site with CTR .15%+ Products: Pre-roll, Mobile, Display • Completion Rate = 70%, 80% for the second half of the campaign after optimizations Performance: • Clicks driven to social pages = 82,610 •RM/Display CTR = .17% •Pre-roll Video CTR = .50
  29. 29. 29 Automotive Performance and Benchmarks Honda Accord Launch - Top 2 Partner • Consistently exceeded CPA goals for national auto campaign • KPI’s include: Cost per Build, Cost per Lead, Info Requests, Site Actions • Led the campaign with the highest rich media interaction rates Nissan In-Market - #1 CPA Performer • Drove the lowest CPA based on in-market metrics • Cost Per Lead metric was lowest on the campaign • 1.5x higher interaction rate than competitors Kia Rio - Consistent Performance • Quarter over quarter top 3 partner for lifestyle initiatives • Driving 2-3x higher interaction rates and site visits than campaign averages General Benchmarks* In-Market • Avg Cost per Action: ~$2.00 - $3.30 range • Avg. Cost per Lead: $400 - $600 • Avg RM Interaction Rate: 1.8% DR • • • Avg. Cost per Purchase: Exceeding goals by 25% - 30% Avg. Return on Ad Spend: Exceeding goals by 30% Avg Cost Per Action: Exceeding goals by 40% *Benchmarks will vary based on OEM and product line 29
  30. 30. 30 Questions? for
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×