Digiday Platform Summit: Paid Social Platforms as Audience Enablers

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If the medium is the message, the platform is the audience.

From desktop to mobile and on-platform to off-platform, marketers can now utilize paid social advertising to drive through-the-funnel business results. Here’s how.

1. THE SITUATION
2. THE OPPORTUNITY
3. THE PLATFORM AS AUDIENCE SOLUTION
4. THE FORMATS TO "POWN" THE SECOND SCREEN

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Digiday Platform Summit: Paid Social Platforms as Audience Enablers

  1. 1. PLATFORM SUMMIT! RITZ CARLTON HALF MOON BAY • AUGUST 13- 15 PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS PRESENTED BY: PAUL STEKETEE HEAD OF PAID SOCIAL AND EMERGING MEDIA1
  2. 2. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS 2 AGENDA 1. THE SITUATION 2. THE OPPORTUNITY 3. THE PLATFORM AS AUDIENCE SOLUTION 4. THE FORMATS TO POWN THE SECOND SCREEN
  3. 3. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS 3 A NEW FORM OF ADDRESSABILITY IN DIGITAL HAS EMERGED AAS 1.0 Name & Address AAS 4.0 ID ENABLED ON PLATFORMS 1990 2014 AAS 3.0 Email Address AAS 2.0 Phone #
  4. 4. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS 4 Time spent in mobile apps surpassed time spent on desktop in January 2014 Cross device is the norm with the average American owning 4 devices MOBILE HAS JUMPED THE SHARK Source: Comscore & eMarketer
  5. 5. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS 4 (#SharkNadoTheSecondOne) Time spent in mobile apps surpassed time spent on desktop in January 2014 Cross device is the norm with the average American owning 4 devices MOBILE HAS JUMPED THE SHARK Source: Comscore & eMarketer
  6. 6. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS 5 80/20 RULE: MOST TIME ON MOBILE IS SPENT ON JUST A FEW PLATFORMS PEOPLE DON’T “SURF” AS MUCH ON MOBILE Source: Comscore ‘13 92% % mobile 86% 68% 98%
  7. 7. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS 6 AD SPEND SHIFTING: A FEW BIG WINNERS EMERGE Source: Emarketer
  8. 8. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS 7 IF THE MEDIUM IS THE MESSAGE: THE PLATFORM IS THE AUDIENCE PLATFORMS UNLOCK AUDIENCE IDENTITY College Student / 
 Heavy Gamer Entertainment Junky in Midwest
  9. 9. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS INCLUSION EXCLUDED
 SEGMENTS EXCLUDE EXISTING CUSTOMERS CROSS-SELL, UP-SELL, REPEAT PURCHASE OR TARGET 
 NEW PROSPECTS DIRECTLY EXPAND REACH TO 
 FIND NEW CUSTOMERS Customer / Prospect Segments TARGETED SEGMENTS EXCLUDE SEGMENTS LOOKALIKES TO EXPAND REACH LOOKALIKES MEDIA PERFORMANCE ANALYTICS, CONVERSIONS, MEASUREMENT OPTIMIZATION EXCLUSION 8 CRM Database Beyond Cookies: ID Based Is More Accurate Across Platforms
  10. 10. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS LOGIN ENABLES PERSISTENT ID Define Your Target 1 ACTIVATE VIA PAID SOCIAL PLATFORMS 2 3 NATIVE: IN FEED & BEYOND 4 FREQUENCY & 
 SEQUENCING DRIVE THROUGH THE FUNNEL 5 The Login is the Only Truly Persistent Identifier RLSAGDN BRING YOUR OWN DATA / ENABLE PLATFORM DATA 9
  11. 11. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS Instagram: Indicates Intent & Facebook: Continues Conversation PLATFORMS UNLOCK AUDIENCE IDENTITY 10 1 2
  12. 12. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS Pinterest: People Powered PLAs 11
  13. 13. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS Twitter + MoPub: In the Billions each Month Tweets Have all of the elements for Ad syndication in Mobile 12
  14. 14. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS 13 Photo Post Link Post Native Video Post The Full Screen - Now in the Palm of your hand 13
  15. 15. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS Embedded Vine Embedded Photo Native Video The Full Screen - Now in the Palm of your hand 14
  16. 16. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS Click To Call Card Product Card Lead Gen Card The Full Screen - Now in the Palm of your hand 15
  17. 17. ! RITZ CARLTON HALF MOON BAY • AUGUST 13- 15 PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS THANKYOU! - GO FORTH AND SOCIAL/MOBILIZE! ! PRESENTED BY: PAUL STEKETEE HEAD OF PAID SOCIAL AND EMERGING MEDIA 16 @Steketee

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