How to Sell Social Media Ads


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Presentation discussing how and why media companies and web publishers can sell social media extensions and experiences.

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  • Note about how it works with MSN – need test accountExample with political campaign.
  • Note about how it works with MSN – need test accountExample with political campaign.
  • Note about how it works with MSN – need test accountExample with political campaign.
  • How to Sell Social Media Ads

    1. 1. VOICES HEARD MEDIAWhy & How to Sell Social Media Extensions
    2. 2. Challenging TimesThere are significant challenges in the advertising marketplacetoday. Here are a few that we see customers struggling with:• Debt Cliff – Pandora Announced their 4th Quarter revenue was down due to advertisers holding back because of the looming decision on the debt crisis• Banner Blindness – Research concluding that internet users ignore banner advertisements• Depressed CPM’s – Competition and market forces continue to push down prices and increase the amount of remnant advertisements• Expectations – Advertisers and brands hold Internet advertisements to higher standards than other forms of media. Click-thru’s and conversions are the focus, not simply eyeballs.• Social Media – Social media has thrown another wrench into the equation that has everyone seeing gold, but no clear winner has been identified.• Mobile – Mobile presents an entirely new problem because the smaller screen makes it harder for content and advertisements to coexist.
    3. 3. What NOT to Focus OnTo thrive in the current market, we must focus on the challengesthat we can lead in and affectively improve the marketplace.To do this we must first know what not to focus on:• Government decisions and macro market forces that are completely out of our control.• Advertisers’ expectations and metrics on banner ads are solidly established and not readily to change in the near term.What to Focus OnThe four challenges that do offer the most opportunity and have aneed for leadership are in the areas of: 1) social media, 2)depressed CPM’s, 3) banner blindness, and 4) mobile advertising.
    4. 4. Creating A New ExperienceSocial media applications can be leveraged to create newexperiences and extensions for existing content. This createsinteractive and engaging user experiences that easily integrate withsponsors, without detracting from the user experience or impairingeditorial standards.Resolves IssuesDone correctly, this helps solve the issues around banner blindness,and where to locate ads within mobile websites or apps.Another benefit is that sponsoring content is different from otherofferings in the market place, empowering a sales team to sellpackages independent of traditional CPM’s.Maximizing the OpportunityBy connecting the sponsor into content, we can also begin to movethe focus away from click thru’s to metrics such as engagement,social media extensions, and added-value services.
    5. 5. In the following slides we will cover ways in which publishershave successfully integrated sponsors into social media tocreate new value-added experiences.Examples Covered• Embedding Ads within Content• Participation-Based Ads• Branded Experiences• Adding in Social Media Extensions• User-Initiated Refresh Rates• Content as the Ad• Other Value-Added Services
    6. 6. Embedding Ads Within the ContentThe easiest way to get started is to sell traditional digitalads (banners, block, and pre-roll ads) within socialmedia experiences. Sponsors will receive increasedvalue because their ads are now mixed within thecontent portions of your website. Ex. 1Biggest Key: Users will accept ads as long as they arereceiving value and are not being berated with ads.Best Practices:• Ex. 1 - Ads that overlap content should still allow content to be seen and should allow the user to easily dismiss or skip over the ads• Ex. 2 – Embedded ad ratio should be somewhere around 4:1 (display four pieces of content for every one ad) Ex. 2
    7. 7. Ads Displayed Based on a Users ParticipationResearch conducted around SMS advertising showed that Ex. 1when users initiated an action and received the informationthey had requested with an ad, they were 30% more likelyto view the ad favorably.Psychologically, the user is more apt to accept and evenclick-thru on an ad when they have been given theopportunity to participate or receive something of value forfree.Examples:Ex. 1 – After users ask a question they are required towatch a pre-roll video before seeing the answer to theirquestion.Ex. 2 – Between questions 7 and 8 of a trivia game theuser sees an advertisement. Ex. 2Our experience has shown this to be true. Ads displayed after a userhas taken action have a lower number of total impressions but a higherclick-thru rate.
    8. 8. What the Sponsor Wants?The sponsor wants their brand first andforemost to be seen. Because of theresearch around banner blindness, sponsorsknow the best place to be is within thecontent sections of a website.Even more valuable is to be where the usersare actively engaging with content.Branding the ExperienceBasic integration can be executed by simplyadding a brand’s logo as a watermark. Morefully integrated experiences can includesponsor colors, logos, and even their name orslogan as the call-to-action.Ex. “Unleash the Beast with the MonsterTweet of the Day”Don’t Forget!These same experiences are a great way tocross-promote other properties and events.
    9. 9. Social Landing PagesSponsors are always looking to buy fully brandeddestination pages. These pages can exist onyour website and or on your social pages, i.e.Facebook Tabs.Best PracticesThe best way to execute this kind of campaign isfor the publisher to create a Facebook Tab aswell as a destination page on their website.ExampleHere, the Facebook Tab banners link to thedestination page on the publisher’s website, andthe banner ads on the web page point to thesponsor’s website.Note:In order to conform to Facebook’s advertising standards,all banner ads on the tab must link back to a page on thepublisher’s website.
    10. 10. Social Media FeedsA way to deliver social media extensions is byintegrating a sponsor’s social media feeds withincontent on a publisher’s website.Why?Take 5 minutes, think of the amount of time andmoney that each sponsor is spending to createand enhance their own social networks. How canyou help them achieve their goals and grow theirnetwork?Best PracticesDepending on your sponsor’s goals you can havethem set up a new twitter feed around a specialpromotion, or use their existing account. Fromthere you pull in their feed into your social streamproduct. This allows you to integrate thesponsor’s tweet without having to manually add itin each time.Depending on the product, a user can follow,favorite, or reply to the sponsor directly.Other features can be added to highlight thesponsor’s tweets, such as avatars and the brand’scolors.
    11. 11. User-Initiated Ad RefreshAccording to IAB standards, the following defines theuse case of when an ad on a web page may berefreshed based on a user’s actions.• Rich Interactive Applications with “Strong User Activity”• User activity triggers ad-counting: • Mouse Button Usage • Keyboard Activity/Typing• Fully disclosed to all parties (advertiser)• The application must cover 40% to 50% of the page• Source: ervices/508676/guidelines/1470
    12. 12. Benefits For the PublisherThis technique can be used to throttle up or down aparticular campaign’s impressions, based on howwell or poorly the campaign is performing.This same technique can also be used to rotateseveral advertisers within a given ad location.ExampleAdvertisements can be set up to refresh based on auser answering a question, going on to the nextquestion, or both.We have seen in some cases that for every20,000 engaged visitors 1,000,000 adimpressions were served. Traditionally, thissame number of visitors would only haveamounted to 100,000 ad impressions.
    13. 13. 300X250Content As the AdOne of our first customers to use our product as an ad was acandidate running for state governor. The campaign createda poll that asked voters “How Can Bill Earn Your Vote?”The campaign purchased a 300X250 ad spot on a local TVnews station’s website the day of the first debate. The TVstation began getting numerous calls from viewers askingwhy the station was backing the candidate. The news groupfinally took the ad down to end the flow of inbound calls.While this caused the news station a few headaches the pollwas clearly labeled as an ad and was not deceptive in anyway.BenefitThe sponsor clearly saw value in the advertisement becausevoters saw the ad and the ad provoked a reaction. Thebenefit for the news organization was that they were able toprove the value of their online ads.The blurring of lines between ads and content does nothave to be deceptive to provide tremendous value to asponsor. It is simply about location and engaging theuser instead of simply messaging them.
    14. 14. 300X250Eliminate the Need for Artificial DestinationsOften digital ad sales teams find themselves at the mercy ofinitiatives sold by the traditional sales team where, as a partof a special promotion, an artificial destination (i.e. webpage,Facebook Tab) is created for the sponsor.The ProblemProblems occur because the number of impressionspromised are based on existing web page numbers. Whatends up happening, is that the number of impressions servedfall well short of the impressions committed.The SolutionBy pairing an artificial destination page with a distributablecontent experience, the digital sales team has the ability todistribute the sponsored content to established webpages inorder to meet their contractual commitments and increasethe overall engagement around the promotion.
    15. 15. Email Newsletter Sign UpsBusinesses large and small are looking toincrease their email databases so that theycan re-market and target consumers.The key is how to get users to willingly signup for a businesses’ newsletters.SolutionFor sponsors looking to capture emailaddresses, offer them the opportunity tosponsor your next contest or sweepstakes.In exchange, not only will the sponsor bebranded into the event but any users thatparticipate will be asked to sign up for thesponsor’s newsletter.This is an acceptable practice as long assigning up for the newsletter is a notrequirement for entering the contest, and theuser has the ability to opt out of thenewsletter.
    16. 16. Mobile Content and CouponingOther ways to add value are by looking at campaignsthat have a focus on mobile experiences.These experiences typically consist of the userconsuming content outside the confines of their home- whether it is at a live event, restaurant, or beingdistributed through an out-of-home platform (i.e. digitalsignage, in-store broadcast).The most difficult part is getting the user to the correctweb address. The key here is to give the user asimple and easy way to find the content on theirmobile phone. A few ways to direct users to the webaddress are by providing a short URL address, SMStext message, and/or a QR code. None of thesemethods are ideal but they work. (Good news - otherforms of technology are being tested to make thisprocess easier for users.)After the user interacts with your content, you thenhave the opportunity to thank them by responding witha coupon. Based on the user’s location, this couponcan be used to make an immediate purchase.
    17. 17. Digital Advertising is Open to New IdeasWhat is so exciting about the advent of social media, and of mobileadvertising, is that the world of advertising is now - more than ever -open to exploration and experimentation to new ideas, campaignsand ways in which to offer sponsors increased value.The key is for us all to push the boundaries and try new things, thatwill work (in some cases) but in many others may likely fail. Tothose that lead the way and succeed… the rewards will be great!Please let me know if you have any other thoughts, ideas,questions, or information to share. I would love to hear from youand discuss.My email is