TWTRCON SF 10 BrainPop: Real-Time Advertising

Brain Pop: Real-Time Advertising
Tobias Peggs, CEO, OneRiot| @TobiasPeggs

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Tobias Peggs, CEO OneRiot
Advertising on the realtime web
@tobiaspeggs

Image: http://advertising.aol.com/creative/projectdevil/old-web-new-web
Advertising on the web sucks

Advertising on the realtime socialweb could reallysuck
WHITEN YOUR TEETH TODAY!
WHITEN YOUR TEETH TODAY!

Thankfully companies like these are starting to do it right….

….for big brand, socially-savvy advertising clients like these

Twitter: Promoted Tweet ad unit
Paid-for Trending Topic
One of 10 trending topics per day
Drives users to a SERP for that topic
Top tweet is “Promoted” content
Others are “organic” tweets about the topic

Twitter: gives you reach!
3rd party syndication Promoted tweets now appearing in Google and ecosystem clients
Organic Resonance
Organic re-tweeting of McRib Promoted Tweet content kept MacDonald's as a Trending Topic for 3 days after its campaign ended.
http://twtrcon.com/2010/11/07/promoted-mcrib-still-an-active-topic-2-days-after-promoted-trend-buy/

Ad.ly: Celebrity Endorsed Tweet

http://danzarrella.com/celeb-ctrs.html
Ad.ly: Credibility by association
The Most Influential Celebrities on Twitter by CTR
http://danzarrella.com/celeb-ctrs.html#

Traditional ad messages served in a new ad unit – the Tweet

Characteristics of the Audience on the realtime social web
Rabid information consumers
Very short attention spans
Seeking what’s hot, right now
Pew Research Center

Huge opportunity to target in realtime, if you are quick!
Audience Engagement for a Trending Topic on the realtime web
Peak realtime web audience engagement - i.e. the largest volume of advertising opportunity.
time
Traditional ad appears here
Ad needs to appear here

OneRiot is right-now targeted advertising for the realtime web
OneRiot matches campaign content to conversational trends as they emerge in realtime on the social web. Then we promote it to a targeted audience across our network. This ensures ad creative is always “relevant right now” – which is what this audience engages with most.

Reach audience across realtime apps, mobile, display and search
Display CTR ~0.4%
Example partners: Seesmic, Tweetcaster, Ubertwitter, Sobees, Echofon, Digsby, Taptu, TwitGoo, TinyPic, Tweetbeat, Topsy, Tweetdeck
Twitter apps CTR ~1%
Mobile CTR ~0.75%

Content is king for advertising on the realtime web “In the age of digital media, we believe every brand must become a publisher”John Battelle, Federated Media: http://www.federatedmedia.net/blog/2010/03/toward-a-new-understanding-of-publishing-part-1/

OneRiot: dynamic trends-based ad creative for realtime web ads
Traditional ad appears here
Realtime Ads appear here
Advertiser Pool
Realtime
Ad Content
Index
How the system works
Advertiser content is indexed the second it is published.
Trending Topics Engine determines engaging topics for the audience on the realtime web.
Dynamic ad content is created to match those trending topics.
Ads are ranked for relevance right now, and served to the audience across multiple channels.
The right ads are delivered at just the right time….
time
Social Web Data
Trending Topics Engine
On-the-fly Ad Content
Creation
Realtime Ad Ranking
and Delivery

Branding campaign for Aol
Audience engages most with content that’s relevant right now!
Glee
Glee
Glee
Glee
Automatically positions brand as “on the trend”
7-8 page views per visit
Subsequent social sharing on Twitter and Facebook

Driving app downloads for Condé
Audience engages most with content that’s relevant right now!

“Brands who are publishers” reach this audience the right way
Case studies at: http://blog.oneriot.com

The future of advertising on the realtime social web is…

The future of advertising on the realtime social web is realtime trends-based and conversational targeting…

The future of advertising on the realtime social web is realtime trends-based and conversational targeting enabled by brands becoming publishers…

The future of advertising on the realtime social web is realtime trends-based and conversational targeting enabled by brands becoming publishers who can engage the audience in the right way right now.

Tobias Peggs, CEO OneRiot
Advertising on the realtime web
@tobiaspeggs

TWTRCON SF 10 BrainPop: Real-Time Advertising

by The Realtime Report on Nov 22, 2010

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TWTRCON SF 10 BrainPop: Real-Time Advertising — Presentation Transcript