Seth Goldstein
Co-Founder & CEO
seth@socialmedia.com

Graphing Social Conference
San Jose, CA
October 8, 2007
Graphing Social

•   Who am I?
•   What is Social Media?
•   What is SocialMedia.com?
•   What is Social Advertising?




...
Who am I?

• Internet Advertising + Financial Service + Web 2.0
   •   1995- SiteSpecific
   •   1998- Flatiron Partners
 ...
5
What is SocialMedia.com?

• SocialMedia.com is an app network
  • Our network is developer and self-serve centric.
  • We ...
7
Evolution of Online Advertising

•   1996- Web Sites
•   1998- Display
•   2000- Search
•   2002- Contextual
•   2004- Exc...
1996- Web Sites

• Rise of Internet agencies:
   • SiteSpecific
   • iTraffic
   • Organic
• First brand sites
   • Durace...
1998- Display Advertising

•   Emergence of IAB 468 x 60 Banner Standard
•   DoubleClick
•   NetGravity
•   Accipitor
•   ...
2000- Search Advertising

• Overture
• Google Adwords




                           11
2002- Contextual Advertising

• Google Adsense
• Kanoodle
• Quigo




                               12
2004- Advertising Exchanges

• Advertising.com
• RightMedia




                              13
2005- Lead Gen

•   LowerMyBills
•   Adteractive
•   Nextag
•   Azoogle
•   Quin Street
•   Adchemy




                   14
2006- Behavioral Advertising

• Tacoda
• BlueLithium
• Revenue Science




                               15
2008- Social Advertising?




                            16
What is Social Advertising?

• Dave Morin, Facebook Platform:
   • “Always include the social context”
• Benefits
   • Use...
Case Study: Food Fight



                         18
Virtual
   Social                     Currency
Advertisement




                  Cross
                Promotion




   ...
Social Ads




             20
Social Ads




             21
Socialmedia
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Introduction to Social Advertising

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Socialmedia

  1. 1. Seth Goldstein Co-Founder & CEO seth@socialmedia.com Graphing Social Conference San Jose, CA October 8, 2007
  2. 2. Graphing Social • Who am I? • What is Social Media? • What is SocialMedia.com? • What is Social Advertising? 3
  3. 3. Who am I? • Internet Advertising + Financial Service + Web 2.0 • 1995- SiteSpecific • 1998- Flatiron Partners • 2002- Majestic Research • (Del.icio.us) • 2005- Root Markets • (AttentionTrust) 4
  4. 4. 5
  5. 5. What is SocialMedia.com? • SocialMedia.com is an app network • Our network is developer and self-serve centric. • We provide developers with a transparent network enabling them to manage, market, and monetize their applications. • Our ads are driven by the social context of their engaged users, generating higher performance. 6
  6. 6. 7
  7. 7. Evolution of Online Advertising • 1996- Web Sites • 1998- Display • 2000- Search • 2002- Contextual • 2004- Exchanges • 2005- Lead Gen • 2006- Behavioral • 2008- Social 8
  8. 8. 1996- Web Sites • Rise of Internet agencies: • SiteSpecific • iTraffic • Organic • First brand sites • Duracell.com • Delta.com • Early advertising experiments • Dilbert / Who Stole the Y from Yahoo!? 9
  9. 9. 1998- Display Advertising • Emergence of IAB 468 x 60 Banner Standard • DoubleClick • NetGravity • Accipitor • Clickover • Flycast 10
  10. 10. 2000- Search Advertising • Overture • Google Adwords 11
  11. 11. 2002- Contextual Advertising • Google Adsense • Kanoodle • Quigo 12
  12. 12. 2004- Advertising Exchanges • Advertising.com • RightMedia 13
  13. 13. 2005- Lead Gen • LowerMyBills • Adteractive • Nextag • Azoogle • Quin Street • Adchemy 14
  14. 14. 2006- Behavioral Advertising • Tacoda • BlueLithium • Revenue Science 15
  15. 15. 2008- Social Advertising? 16
  16. 16. What is Social Advertising? • Dave Morin, Facebook Platform: • “Always include the social context” • Benefits • Users: Less annoying, more relevant, doesn’t require “clicking away” • Advertisers: More targeted, higher ROI, ability to reach “influencers” • Developers: Higher eCPM, less wasted inventory, ability to keep users engaged on app 17
  17. 17. Case Study: Food Fight 18
  18. 18. Virtual Social Currency Advertisement Cross Promotion User Generated Content 19
  19. 19. Social Ads 20
  20. 20. Social Ads 21
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