Social Impact of Technology - GNED1002 - Multimedia Presentation

1. By: Daniel Coelho

2.  Introduction
 Definitions
 Statistics
 Google
 Facebook
 YouTube
 On The Bright Side
 Conclusion

3.  Traditional advertising such as; TV, radio, billboards, etc, don’t compare to
internet advertisement.
 Companies like Google, Facebook, and YouTube gather statistics of their
users that other companies/advertisers would pay large amounts of
money to know.
 Google, Facebook, and YouTube also provide advertising space
throughout their site where these advertisers can put these user statistics
to use.
Have we become a marketing tool for these companies?

4. Demographic:
 the statistical data of a population, especially
those showing average age, income, education, etc.
 a specific segment of a population having shared characteristics:
Marketing:
 the total of activities involved in the transfer of goods from the
producer or seller to the consumer or buyer, including advertising,
shipping, storing, and selling.
Tool:
 a person manipulated by another for the latter's own ends;
 anything used as a means of accomplishing a task or purpose:

5.  Google, Facebook, and YouTube are the three most popular and visited
sites.
 Google gets about 1.2 trillion searches a year.
 Facebook has about 1.4 billion active monthly users and 890 million daily
users.
 YouTube has over 1 billion users and over a million advertisers.
“The internet is so big, so powerful and pointless that for some people it is a
complete substitute for life.” ~ Andrew Brown

6.  Google gets billions of searches a day and thus a large audience for
advertisers to market towards.
 Google generates a revenue through its Google Adwords.
 Google Adwords are a set of keywords that you choose that someone
might search on Google. Then your ad will be displayed when someone
enters those keywords.
 There is no min or max amount an advertiser can pay for their ad.
However, the more they pay the more likely they’re ad will be shown.

7.  In 2012 Facebook generated roughly $6 billion.
 Facebook’s ARPU (average revenue per user) was $5.32
 ($5.32 x an average of 1 billion users)
How? Advertisers.
 The average time spent per user a day is 21 minutes.
 That’s about 18.7 billion total minutes being spent on Facebook a day.
 The ads you see on Facebook are based on what you like on Facebook,
what you post, what you share, basically anything you do on Facebook.
 Facebook also uses your browser history to find out even more
information about you.

8.  All of these statistics are what get advertisers interested in advertising on
Facebook.
 Advertisers have two options when they decide to advertise through
Facebook:
Cost Per Click (CPC)
 The average cost per click for these ads, calculated as the amount spent
divided by the number of clicks received.
 You (the advertiser) only have to pay for the ad when someone clicks on it
Cost Per 1,000 Impressions (CPM)
 The average cost you've paid to have 1,000 impressions on your ad.
 You (the advertiser) have to pay for the ad every time someone sees it
1000 times.

9.  Facebook also gives you the option to choose a broad audience or a
specific audience, the schedule, and the budget (min is $1 a day)
“The aim of marketing is to know and understand the customer so well the
product or service fits him and sells itself.” ~ Peter Drucker

10.  With 300 hours of video uploaded every minute and billions of views
generated a day, advertisers love YouTube.
 Advertising on YouTube costs about .10 to .30¢ per ad view.
 There are 4 types of YouTube ads:
In-search:
 Ads that show up above the YouTube search results.
In-slate:
 Ads that show up in the suggested videos section after your video ended.
In-display:
 Ads that show up in the suggested videos section beside the video you’re
watching.
In-stream:
 Ads that play before your video.

11.  YouTube also provides advertisers with the option to target their ads at a
specific audience.
 However, YouTube gives majority of its ad revenue to its YouTube
partners.
 YouTube partners earn about .80¢ to $5 per 1000 views on their videos.
 Psy’s Gangman Style video had about 2.2 billion views and earned about
$6 million.
“There was a time when people felt the internet was another world, but now
people realise it’s a tool that we use in this world.” ~ Tim Berners-Lee

12.  All three of these sites are free.
 Google provides us with the ability to easily find information.
 Facebook allows us to connect with friends and family around the world.
 YouTube does give most of its ad revenue to its YouTube partners.
 YouTube partners can make up to hundreds of thousands up to even
millions a year depending on how popular they are.
 Hours of entertainment.

13.  So how do we stop technology and advertisers from using us as
marketing tools?
 There isn’t much you can do to stop it. There will always be advertisers
and ads. They will try to use us to make a profit.
 A few things you could do are:
 Installing the browser extension Adblock Plus will prevent ads from
showing up.
 85% of in-stream YouTube ads can be skipped. So skip them if they
bother you.
 Check your privacy and security settings on social media sites.

14.  Using this site http://www.aboutads.info/choices/ allows you to choose
which sites can access your browser history to help prevent specific ads
targeted towards you.
So have we become a marketing tool?
 Does it bother you?
 Are you okay with indirectly giving Facebook $5.32/yr to use their site,
 Or watching a short ad on YouTube to watch a video?
 The internet is a great and powerful place. Be aware. Make sure
you know what goes on behind the scenes of what you do on the
internet.

15.  200 Amazing Facebook User Statistics (January 2015). (2014, March 13). Retrieved from
http://expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats/2/
 Facebook. (n.d.). Retrieved from https://www.facebook.com/help/214319341922580
 FB-12.31.2012-10K. (n.d.). Retrieved from
http://www.sec.gov/Archives/edgar/data/1326801/000132680113000003/fb-
12312012x10k.htm#s2CF2FBF368CC675F388BD7A5A237234A
 Google Search Statistics. (n.d.). Retrieved from http://www.internetlivestats.com/google-search-
statistics/
 How Facebook, Twitter, Social Media Make Money From You (TWTR,LNKD,FB,GOOG). (2014,
March 21). Retrieved from http://www.investopedia.com/stock-analysis/032114/how-
facebook-twitter-social-media- make-money-you-twtr-lnkd-fb-goog.aspx
 How Much Money Do YouTube Stars Make? [Infographic]. (n.d.). Retrieved from
http://www.adweek.com/socialtimes/money-youtube-partners-2013-infographic/129426

16.  The Conversation Starter. (n.d.). Retrieved from http://www.pennapowers.com/how-much-do-
ads-on-youtube-cost/
 Top Sites. (n.d.). Retrieved from http://www.alexa.com/topsites
 Top 15 Most Popular Websites | April 2015. (n.d.). Retrieved from
http://www.ebizmba.com/articles/most-popular-websites
 What is Google AdWords and how does it work? (n.d.). Retrieved from
https://econsultancy.com/blog/65682-what-is-google-adwords-and-how-does-it-work/
 YouTube Statistics. (n.d.). Retrieved from https://www.youtube.com/yt/press/statistics.html