In this session, our social media advertising expert dove into the most important things to think about this year: channel diversification, measurement, and new features like live stream shopping and augmented + virtual reality.

1. The 2022
Social Media
Advertising Series
Social Media Marketing
What Successful Leaders Need To Be Thinking About in 2022
10am PT | 1pm ET
Creating Engaging Videos
Everything You Need To Know To Produce Authentic Content Across Channels
10:35am PT | 1:35pm ET
Contextual Targeting in a Post-Privacy World
A Great Place to Start is Reddit, the World’s Largest Online “Community of
Communities”
11:10am PT | 2:10pm ET
Panel Discussion
The New Blueprint for Social Measurement Given Privacy Changes
11:45am PT | 2:45pm

2. Social Media
Marketing
What Successful Leaders Need To
Be Thinking About in 2022

3. Today’s Logistics
Kerry Mallett
Senior Content Specialist,
Webinar
Recording & slides will be in your inbox
shortly after the session
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4. WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+

5. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

6. Our Speaker
AVI BEN-ZVI
VP, Paid Social

7. Agenda
● 2021: What the hell happened?
● 2022: Where we’re going
● 2022: Time to predict
7

8. 2021: What the hell happened?
8

9. 9
2021 was ANOTHER crazy year with crazy changes
CPMs on Meta after the iOS 14.5 release
The day of Meta Q4 ‘21 earnings call

10. 10
Suddenly, the CPAs of today were not the CPAs of yesterday

11. 11
So, yes, things started off rough, but…
At first we all felt a
little like this….
And then slowly more like
this…
Until eventually we figured
some things out

12. 12
And we built a best-in-class approach
● Heavy-up prospecting and upper-funnel spend before peak
season to expand reach and retargeting pools
● Creative test before peak season
● Opt into automatic placements or identify additional
placements to expand reach
● Focus on high value audience segments
● Expand spend on non-Facebook platforms that generate
lower CPMs
● Look for opportunities to consolidate audiences and
campaigns for optimal machine learning & efficiency
● Add mid-funnel campaigns to your media mix
● Introduce advance measurement across the board
Some of the actions we’ve taken for our clients…
Quick Actions
Greater Opps

13. 13
And we built a best-in-class approach
● Heavy-up prospecting and upper-funnel spend before peak
season to expand reach and retargeting pools
● Creative test before peak season
● Opt into automatic placements or identify additional
placements to expand reach
● Focus on high value audience segments
● Expand spend on non-Facebook platforms that generate
lower CPMs
● Look for opportunities to consolidate audiences and
campaigns for optimal machine learning & efficiency
● Add mid-funnel campaigns to your media mix
● Introduce advance measurement across the board
Some of the actions we’ve taken for our clients…
Quick Actions
Greater Opps
Lower holistic CPMs
Newfound opportunities for scale and reach
Openness about measurement
Refreshed approaches to old FB campaigns

14. 14
With a keen focus on automation
Let the machines worry about being
calculators and finding the proper
placements - humans can focus on
strategy to ensure scale and decisions
that benefit the business, not the
platform.
In the past, segmentation was important to maximize
control, but today’s Paid Social is built on signals -
what about a person makes them likely to convert?
Forcing AI is expensive and ineffective - we must give
it better inputs and (some) freedom to maximize
outputs
BIDDING
PLACEMENTS
AUDIENCES
AI
AUTOMATION

15. 15
Social diversification became even more important and
more common too
Still the work
horse
67%
YoY growth
74%
YoY growth
120%
YoY growth
163%
YoY growth
Became a true
player

16. 16
These platforms offer cool opportunities

17. 2022: Where We’re Going
17

18. 18
Taking advantage of less competition
Jan 2021 to Feb 2022 CPMs for Tinuiti Advertisers

19. 19
Taking advantage of less competition
Jan 2021 to Feb 2022 CPMs for Tinuiti Advertisers
$8.90 CPM on
average
$5.78 CPM on
average
$4.68 CPM on
average
$3.92 CPM on
average

20. 20
Which means you should probably be doing more of this

21. 21
And also things like this with Reddit to boost performance
+58% efficiency during
day of CTO
+40% in CVR efficiency
during day of CTO
Reddit Category Takeovers (CTOs) are a great, cost
efficient way to dominate highly trafficked subreddits

22. Awareness Consideration Evaluation Conversion Loyalty
The traditional
funnel assumes
a linear path to
conversion
22
It’s time to really believe the consumer journey

23. Awareness Consideration Evaluation Conversion Loyalty
The traditional
funnel assumes
a linear path to
conversion
23
It’s time to really believe the consumer journey
Awareness Consideration Evaluation Conversion Loyalty
The traditional
funnel assumes
a linear path to
conversion
But today’s user
journey has
splintered into
hundreds of
touchpoints

24. 24
With diversification measurement is key
Stop with just looking at
platform metrics to decide
success
Start thinking about the true
“business value” of Social
channels

25. 25
Prove the value of our marketing investments
HALO ANALYSIS
● Quantify the impact of media spend from one channel
on a selected success metric across other channels in
the marketing mix
INCREMENTALITY TESTING
● Geo-based segmentation which splits zip, city or DMAs
into 2 randomly assigned groups: Test and Control
● Customer or user level segmentation which splits
individuals into into 2 randomly assigned mutually
exclusive groups: Test and Control

26. 2022: Time to Predict
26

27. 27
Keep an eye out for “Live Shopping”

28. 28
AR/VR: It’s not just Oculus anymore

29. 29
Q4 Meta’s earnings call may have pointed to something
important

30. 30
Q4 Meta’s earnings call may have pointed to something
important
TikTok is the one to watch in
2022 for big moves:
● Fast growing 35+ demo
● DR improvements happening all the time
● More accessible “direct” buys
● Fits almost all verticals
● Has been “immune” to iOS for now

31. 31
Video, and vertical video, will be king 👑

32. 32
Meta isn’t going away anytime soon
Meta (formerly Facebook) has been here before, albeit in different
circumstances:
● Cambridge Analytica scandal in early 2018
● Constant scrutiny over Meta’s handlings of political discourse and
misinformation in 2020
● The rise of Snapchat that spooked investors
While these aren’t exactly the same, they do represent similar challenges. In
fact, it’s already been stated by some investors that Meta has a history of being
conservative with revenue growth when threats ariseٖ1
. We’ll address the above
challenges one by one.

33. 33
Creators more than ever

34. 34
Engage with your new audience in new ways

36. What have we learned?
Yeah 2021 was crazy, but there are some good things too
● Meta getting better at attributing conversions from iOS devices
● Other channels can have valuable impact too
● There are ways to enhance your program in this “new” world
2022 (and beyond) has a lot in store for us
● Measurement: what is it good for?
● The time to diversify, seriously, is now!
● Meta, Meta everywhere
● Influencers: there’s no escaping them
● Crypto, NFTs… social currency?!
36

37. The 2022
Social Media
Advertising Series
Social Media Marketing
What Successful Leaders Need To Be Thinking About in 2022
10am PT | 1pm ET
Creating Engaging Videos
Everything You Need To Know To Produce Authentic Content Across Channels
10:35am PT | 1:35pm ET
Contextual Targeting in a Post-Privacy World
A Great Place to Start is Reddit, the World’s Largest Online “Community of
Communities”
11:10am PT | 2:10pm ET
Panel Discussion
The New Blueprint for Social Measurement Given Privacy Changes
11:45am PT | 2:45pm

38. Schedule Your
Consultation
with a Social Media
Advertising Expert

39. Q&A
AVI BEN-ZVI
VP, Paid Social

40. 40
Stay informed
on the future of
digital marketing
Visit our new content hub ➜

41. Thank you!

42. The 2022
Social Media
Advertising Series
Social Media Marketing
What Successful Leaders Need To Be Thinking About in 2022
10am PT | 1pm ET
Creating Engaging Videos
Everything You Need To Know To Produce Authentic Content Across Channels
10:35am PT | 1:35pm ET
Contextual Targeting in a Post-Privacy World
A Great Place to Start is Reddit, the World’s Largest Online “Community of
Communities”
11:10am PT | 2:10pm ET
Panel Discussion
The New Blueprint for Social Measurement Given Privacy Changes
11:45am PT | 2:45pm