Monetizing and delivering the most value for your branded content sponsor starts with planning and adopting the best practices related to Social Branded Content.

1. Adam Hua
VP, Partnership
adam@citizennet.com
A D M O N S T E R P U B L I S H E R F O R U M

2. 2009
Year Founded
6
Patents around social
analysis and natural
language processing
800M+
Social profiles
$150M+
Annual Media Spend
400+
Branded Content/Mo
100K
Topics analyzed

3. S U C C E S S W I T H
B R A N D E D C O N T E N T

5. Facebook is a competitor that is stealing market share and
incremental ad budget
2B 800M 25%
MARKET CHALLENGE
Time spent
on Mobile
Users on IGUsers on FB

6. O V E R V I E W Branded Content Pitfalls
Branded Content Today
What you achieve when you do it right
5 steps to Branded Content

7. WHAT EXACTLY IS BRANDED CONTENT
Sponsored Content
‘Creator or Publisher’s content that features or is influenced by a business partner for an
exchange of value’

8. THE SOLUTION IS WORKING WITH FB
Enables creators and media partners to bring their
existing sponsorship deals onto Facebook
Supports both Advertiser and Publisher
Transparent
Increase reach and controls
FTC + FB guidelines

9. B R A N D E D C O N T E N T P I T FA L L S
Misuse on Facebook
Relying on Organic Reach
Not tagging Partnerships
Mistakes with Planning
Lack of audience research
Over-promising when structuring
deals & underdelivering
Under-promising and leaving money
on the table

10. B R A N D E D C O N T E N T P I T FA L L S
Reduction in Organic Reach with
Branded Content Tag on Facebook
91% 286%
Increase in Organic Reach when
promoted on Facebook

11. W H Y B R A N D E D
C O N T E N T ?
DOUBLE DIGIT Billion Dollar Market
Branded Content Tool => $$
Facebook

12. W H Y B R A N D E D
C O N T E N T ?
2017
Top 100 Publishers generate $3B in Branded Content Revenue
$100M each (7 Publishers)
34% Growth in Branded Content
79% of top 160 Publishers are using Branded Content
Competitors
2018
$6B - $12B

13. W H Y B R A N D E D
C O N T E N T ?
<1% of all publisher posts are BC
66% of Advertisers plan to have increased budgets
Only 20 Publishers account for 51%, there is room for
market share
Sell $1M deals instead of $100k deals (don’t just limit to
organic O+O reach)
Publisher Perspective

14. W H Y B R A N D E D
C O N T E N T ?
Simplified for the buyer
Transparent
Branded Content Posts on FB outperformed standard
posts by 23%
Creative Investment (extended value)
Advertiser Perspective

15. B R A N D E D C O N T E N T VA L U E C H A I N
97%
92%
85%
1.
2.
3.
$
Aggregate
Aggregate your
audiences across
social, owned pages,
email, and social.
Analyze
Craft a data-driven
narrative surrounding
your audience to
attract Advertisers
Create
Publisher builds and
executes a Branded
Content Strategy
with chosen
Advertiser
Amplify
Amplify creative on
social with a diverse
audience and monitor
campaigns
Measure
Based on the
campaign goals,
quantify your success
with Brand Lift study

16. 1 . A G G R E G AT E A
D I V E R S E A U D I E N C E
Generate engaging content on social
to build out audience for later
targeting
Diverse audiences
‣ Custom Audiences
- Social
- Website
- Email
‣ FB Lookalikes of custom audience
‣ 3rd Party tools (i.e. CitizenNet)

17. 2 . A N A LY Z E
Facebook Audience Insights
Draft a data-driven narrative to
create compelling rationale as to
why they should partner with you
Example: Architectural Digest over
indexes 110% for Kids Products

18. Develop pricing based on the quality
of your audience and their historical
behavior
Premium publishers can build in a
higher margin because they generate
longer lasting impact
- 100k impressions
- Awareness and top of mind discovery
$$
- 100k impressions
- Deeper, long-lasting engagement
$$$$
B U I L D I N G A R AT E
C A R D
Know your brand’s worth.

19. G O A L :
Structure the biggest deal possible without over-delivering.
Goal:
Reach
Ex. 100K
impressions
Action-Based
Ex. 10 sec video
views
Difficulty: Easy to Achieve
Harder to
Deliver On
Forecasting: Accurate
Historical
Benchmarks

20. 3 . C R E AT E
Hit sponsorship message early on
Diminishing returns past 10 secs
Create multiple shorter videos to
test rather than 1 long video
Design vertical video for mobile
Create for the platform you are
promoting on 0%
25%
50%
75%
100%
0 10 20 30
Seconds
Video Ad Recall
47% 3-sec
74% 10-sec

21. 4 . A M P L I F Y
Apply the same audience logic when Create
and testing ad sets for each audience
Simplify the process
Ongoing Monitoring and Optimization
‣ Budget Reallocation
‣ Pausing under performing ads
‣ Adding new audiences
Feedback
Small Large
High Engagement
Low Reach
Low Engagement
High Reach
Audience Size
$

22. 5 . M E A S U R E
Evidence to justify the rate card
If you can deliver Brand Lift - prove it to
advertisers, otherwise run CPM
campaigns
Facebook Brand Lift Study
‣ Utilizes polling to survey users before/after
social promotion with hold out groups
‣ CitizenNet Polling solution (Real-time & cost-
effective)
Effect Size
Unexposed Facebook Ads
Brand Lift
+8.6pts

23. T O O L S S T R E A M L I N E T H I S P R O C E S S
97%
92%
85%
1.
2.
3.
$
1. Aggregate 2. Analyze 3. Create 4. Amplify 5. Measure
OPERATIONALIZE + AUTOMATION

24. O U T C O M E S
2X
Media Spend
3X
# of Campaigns
36%
Incremental Margin
50%
Email Rate
72%
Renewal Rate
90%
Time Spent

25. O U T C O M E S
Avg. Video Completion Rate Cost Per View
FB Lookalike Audiences 8.1% -64%
FB Lookalikes + Publisher
Audience
12% (+48%) -70%
FB Lookalikes + Publisher
Audience + CitizenNet
Audience
14.1% (+74%) -87%

26. S U M M A R Y
Don’t try to skirt the rules (Tag it!)
Be thoughtful about your pricing so
you strike a balance of scale and
margin and don’t come up short
Use your Audience data for sales
planning and amplification
Use brand lift studies to prove your
worth (This is not a one time
investment)

27. T H A N K YO U
Adam Hua
VP, Partnership
adam@citizennet.com