Going Viral on the Second Screen
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  • I’m Tobias Peggs – CEO of OneRiot I’m going to talk about going viral on the “second screen”.
  • Quick bit of background about me … I started thinking about media in the 90s… as managing editor of i-D. Then distribution of content meant sending plates to a printing press, followed by a logistical nightmare to send hard copy magazines to new stands across Europe and the States… Like a lot of folk during that time, I fell into the consumer web Started with editorial for Boo.com – which was Europe's Pets.com-style disaster. Seen a bit more success in the travel space, I ran an online wine store (great perks), and ran a speech recognition company called Fluency Voice from NYC… which is where I met the founders of OneRiot and became CEO last summer.
  • Very briefly, OneRiot is a Social Advertising Network. We help advertisers reach a targeted audience across a network of leading Twitter applications. In plain English, we serve about targeted 2bn banner ads on Twitter apps on iphone, android and blackberry. We’ve developed what we call “realtime social targeting” IP - which basically means we can target your ad at particular audience segment – whether that’s busy moms, or tech influencers, or sports guys. These are determined by social activity – what’s tweeted, what tweets are consumed, links that are being posted, etc – all social signals that help us determine a current interest profile. In this case – illustration of an ad for Chevy that we might target at Twitter users who are male, 18-44, into sports and cars.
  • Ok – so I want to talk about Twitter users and the second screen. To clarify for those who don’t know, the “first screen” is the TV – someone is watching, say, The Super Bowl. The “second screen” is their phone. At the same time they are watching the event on TV, they are also glued to a “second screen” – for example, checking their Twitter app on their mobile phone to see what their friends are saying about the game. This chart is from the Twitter blog – and it shows Tweets per second during the Super Bowl In headline – the super bowl was the most Tweeted sports event in history – with 4064 tweets per second. That’s a lot of people checking their Twitter apps while the game is on… i.e. checking a second screen
  • Twitter themselves are obviously making a big deal about this phenomena – as they should, it’s awesome! Dick Costolo mentioned it during his keynote at the recent World Mobile Congress. If you think about it, getting the message out that when a big event is on TV, all the action is on Twitter… is a great message to drive audience acquisition and retention.
  • We think about this from an advertiser perspective, and offering the potential for paid-content put in front of that audience to go viral And what we notice around big events, is that twitter audience engagement across the apps goes crazy…
  • In fact, during the super bowl for example, the audience were checking their apps so much – remember, every time they open an app, we can serve and ad – that our available ad inventory effectively doubled that afternoon. Now – if you plan for that… which we did… you can offer advertisers a huge, and highly engaged audience, to reach with paid content…and send it viral.
  • So…. Let’s have a look at what we did with Chevy on Super Bowl day… Extend their TV campaign to the second screen – same creative elements… target: Male Twitter users, sports fans, talking about football. The ad is driving views to Chevy YouTube videos. Those landing pages were optimized for social sharing… which means links to the video get shared backed into Twitter… kick starting a viral loop… Chevy were the 4 th most talked about brand on Super Bowl day…
  • Of course, big events come along once a week right now… especially during award season… here’s something we did with AOL for the Grammys… This time we used a dynamic ad unit – that updated with fresh AOL content relevant to chatter across twitter at any point in time For example…. When Lady Gaga arrived in an Egg… Twitter obviously exploded with tweets about that… Aol blog PopEater quickly published a piece about that entrance… and we were able to create an ad on-the-fly that linked to that piece of content… Display that ad in a Twitter app – targeted at an audience engaged with the Grammys right now… and performance is off the charts…
  • So… early days… but building a thesis that:

Transcript

  • 1. Tobias Peggs CEO, OneRiot Going viral on the second screen New York Viral Media Meet Up Feb 23, 2011
  • 2. Thinking about media for 15yrs
  • 3. OneRiot: Social Ad Network OneRiot enables advertisers to reach a targeted audience across a network of leading Twitter apps. 2bn ad impressions available each month. “ Realtime social targeting” gets right ad in front of right user, for maximum resonance right now. Chevy ad targeted at males on Twitter, 18-44, into sports and cars
  • 4. Twitter users love TV Super Bowl was most Tweeted sports event in history with peak of 4064 Tweets per second. That’s a lot of users constantly checking a “second screen”.
  • 5. Huge opportunity to engage a large, inherently viral audience on the second screen “ People are watching TV as it happens, and checking Twitter at the same time.” Dick Costolo, Twitter CEO
  • 6. Huge opportunity to engage a large, inherently viral audience on the second screen “ When there’s a big event on TV, engagement on Twitter apps is off the charts!” Tobias Peggs, OneRiot CEO
  • 7. A lot of people checked their Twitter apps throughout the game – doubling our available inventory Available ad inventory Ad impressions
  • 8. Chevy Super Bowl commercial Objective: Drive additional views of Chevy Super Bowl commercial on YouTube. Target: Male Twitter users, sports fans, talking about football. Creative: Mobile IAB unit linking to YouTube page with social sharing functionality. Result: Helped make Chevy 4 th most talked about brand on Super Bowl Sunday.
  • 9. Aol on Grammys night Objective: Drive page views to Aol properties covering the Grammys (e.g. PopEater) Target: Female Twitter users, interested in celebrity and entertainment. Creative: Dynamic “content ad” matching realtime conversation, linking to page optimized for social sharing. Result: Lots of undisclosed goodness.
  • 10. Twitter users love big TV events.
  • 11. Twitter users love big TV events. They check their apps frequently.
  • 12. Twitter users love big TV events. They check their apps frequently. Ad inventory spikes accordingly.
  • 13. Twitter users love big TV events. They check their apps frequently. Ad inventory spikes accordingly. Opportunity to reach big audience on “the second screen”.
  • 14. Twitter users love big TV events. They check their apps frequently. Ad inventory spikes accordingly. Opportunity to reach big audience on “the second screen”. Ad creative should drive audience to engage with compelling content.
  • 15. Twitter users love big TV events. They check their apps frequently. Ad inventory spikes accordingly. Opportunity to reach big audience on “the second screen”. Ad creative should drive audience to engage with compelling content. Audience will consume, share, and are acquired cost effectively.
  • 16. Tobias Peggs CEO, OneRiot @tobiaspeggs www.OneRiot.com Blog.OneRiot.com