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1015 omma social eli goodman
 

1015 omma social eli goodman

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    1015 omma social eli goodman 1015 omma social eli goodman Presentation Transcript

    • Where Paid Meets EarnedA Look at Social Display AdsEli Goodman – comScore Inc.Media Evangelist @ LosBuenos
    • Agenda The Growing Social Display Market Advertiser Interaction through Social Media Analyzing Paid Social Display Advertising Case Study: Bud Light © comScore, Inc. Proprietary. 2
    • The Growing Social Display Market © comScore, Inc. Proprietary. 3
    • Increasing advertisement on Social Networking sites 43 of the top 100 display advertisers publish >20% of their impressions on SN Sites in August 2011* Nearly 1 trillion YTD impressions on SN Sites* © comScore, Inc. Proprietary. 4 * comScore Ad Metrix (US data)
    • Increasing advertisement to drive brand interaction through SN Sites 34 of the top 100 display advertisers published ads that clicked through to SN sites in August 2011* Nearly 3B display ad impressions would click through to SN Sites in August 2011* Google predicts that “75% of ads will become socially enabled” by 2015** * comScore Ad Metrix Social (US data) **Googles Seven Display Ad Predictions © comScore, Inc. Proprietary. 5 http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=136685
    • Advertiser Interaction Through Social Media © comScore, Inc. Proprietary. 6
    • Social Networking sites provide a platform for advertisers to easilyengage with consumers Contests, real-time updates, promotion and cross-promotion to a massive audience all possible through Social Media © comScore, Inc. Proprietary. 7
    • Building an advertiser’s voice through social media means drivingusers to social sites or using social sites to drive them elsewhere © comScore, Inc. Proprietary. 8
    • What are Social Ads? Socially Enabled Ad Socially Published Ad Drive advertiser engagement to Advertise through social media social media such as Facebook All social ads seek to drive brand awareness and interaction © comScore, Inc. Proprietary. 9
    • Analyzing Paid Social Display Advertising © comScore, Inc. Proprietary. 10
    • Some advertisers heavily drive brand interaction to social mediaAdvertiser (US) Total Internet Socially Enabled % Composition Socially Impressions (000)* Impressions (000)* Enabled Ads*Mars Incorporated 1.0B 297M 29.5%Kraft Foods Inc 558M 179M 32.1%Energizer Holdings, Inc. 304M 101M 33.4%General Motors Corporation 2.2B 97M 4.3%Procter & Gamble 2.5B 92M 3.7%JPMorgan Chase & Co. 749M 74M 9.9%Groupe Danone 87M 68M 78.1%Sara Lee Corporation 131B 62M 47.1%Unilever 602M 53M 8.8%MillerCoors LLC 377M 52M 13.9%Groupe Danone heavily used socially enabled ads in Augustto encourage users to interact with its brand throughFacebookMars delivered the most socially enabled ads in August (about297M impressions) © comScore, Inc. Proprietary. 11 * Ad Metrix Social (August 2011) US data
    • Other advertisers heavily use social media to encourage brand interaction elsewhereAdvertiser (US) Total Internet Socially Published % Composition Socially Impressions (000)* Impressions (000)* Published Ads* AT&T Inc. 13B 3.9B 30.0% Experian Interactive 7.5B 1.7B 22.6% IAC - InterActiveCorp 3.5B 1.3B 38.8% Google Inc. 4.8B 1.3B 26.0% Netflix, Inc. 3.3B 720M 21.5% Walt Disney Company 2.2B 617M 27.5% Blizzard Entertainment Inc. 2.1B 594M 28.4% Microsoft Corporation 4.1B 592M 14.6% Procter & Gamble Co. 2.5B 512M 20.6% American Express Company 2.4B 498M 21.2% Nearly 40% of all impressions delivered by IAC (Match.com, Zwinky, etc.) were delivered on social networking sites in August. AT&T published the most ads on social networking sites in August with nearly 4B impressions delivered © comScore, Inc. Proprietary. 12 * Ad Metrix Social (August 2011) US data
    • Granularity is Key Mars Incorporated 297M SE impressions 30% SE comp Mars Worldwide 182M SE impressions 25% SE comp 3 Musketeers 12M SE Impressions 46% SE comp Combos 33M SE Impressions 77% SE comp © comScore, Inc. Proprietary. 13 * Ad Metrix Social (August 2011) US data
    • Case Study:Understanding Paid Social Advertising for Bud Light © comScore, Inc. Proprietary. 14
    • Where do Bud Light drinkers visit online?Publisher (July 2011) Total Unique % Reach* Composition Index Visitors (000)* UV*Total Internet 9,664 100% 100Yahoo Sites 8,642 89.4% 108Google Sites 8,629 89.3% 105Microsoft Sites 8,222 85.1% 105FACEBOOK.COM 8,127 84.1% 112AOL, Inc. 5,283 54.7% 112Publisher (August 2011) Total Unique % Reach* Composition Index Visitors (000)* UV*Total Internet 9.647 100% 100Google Sites 8,564 88.8% 105Yahoo! Sites 8,480 87.9% 107Microsoft Sites 8,147 84.5% 103FACEBOOK.COM 7,879 81.7% 109AOL, Inc. 5,261 54.5% 108 © comScore, Inc. Proprietary. 15 * comScore Segment Metrix (Kantar CPG Segments)
    • Bud Light Display Ad Activity What have they been doing in display advertising? How much advertising has been social in nature? © comScore, Inc. Proprietary. 16 Chart Source: comScore Ad Metrix (US data)
    • Top Bud Light Social Ad PublishersPublisher (July 2011) Total Impressions Socially Enabled Socially Published (000)* Impressions (000)* Impressions (000)*Total Internet 112,382 100,877 65,681FACEBOOK.COM 65,681 64,678 65,681Google Sites 17,680 17,514 0Microsoft Sites 5,624 3,002 0Univision Communications Inc 2,082 1,507 0CraveOnline (Evolve Media Corp.) 2,077 2,077 0Publisher (August 2011) Total Impressions Socially Enabled Socially Published (000)* Impressions (000)* Impressions (000)*Total Internet 53,781 31,711 10,440Google Sites 11,033 10,638 0FACEBOOK.COM 10,212 10,011 10,212AOL, Inc. 8,887 2,585 0NFL Internet Group 3,565 0 0CHACHA.COM 3,105 0 0 © comScore, Inc. Proprietary. 17 * comScore Ad Metrix Social (US data)
    • Bud Light’s Port Paradise 4 campaign centered around social This summer Bud Light promoted Port Paradise 4 from June through August – Sweepstakes-centric campaign for a cruise/concert in the Bahamas Bud Light heavily advertised on sites where current Bud Light drinkers visit – 86% of July impressions (72% of July ad spend) were on one of the top 30 publishers visited by Bud Light purchasers – 68% of August impressions (52% of August ad spend) were on one of the top 30 publishers visited by Bud Light purchasers Bud Light display impressions were heavily social during this campaign – Nearly 90% of July impressions and nearly 60% of August impressions were socially enabled – Nearly 60% of July impressions and nearly 20% of August impressions were socially published – Reduction in social advertising coincided with the end of the Port Paradise 4 campaign © comScore, Inc. Proprietary. 18
    • Ultimately, Bud Light got lots of paid exposure Over 26M exposed UVs across 29 publishers in July* So what else did the paid social advertisement do for Bud Light? Over 16M exposed UVs across 31 publishers in August* © comScore, Inc. Proprietary. 19 * comScore Ad Metrix Social (US data)
    • Bud Light’s Facebook Presence Spiked © comScore, Inc. Proprietary. 20
    • Paid Social led to Earned Social Bud Light fans were engaged significantly more at the peak of the paid social ad campaign © comScore, Inc. Proprietary. 21 Chart Source: comScore Social Essentials (US Data)
    • Key Takeaways © comScore, Inc. Proprietary. 22
    • Key TakeawaysAdvertisers are increasinglyusing social media to engage their customers Social-specific tools are needed to fully analyze and act intelligently in the growing “social” advertising environment Social display ad strategies can combine publishing on social sites and directing customers to social sites to ultimately promote brand awareness © comScore, Inc. Proprietary. 23
    • Eli Goodmanegoodman@comscore.com@ LosBuenos