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Hotel Nikko San Francisco | November 18, 2010
Anchor Sponsors
Brain Pop: Real-Time Advertising
• Tobias Peggs, CEO, OneRio...
Hotel Nikko San Francisco | November 18, 2010
Anchor Sponsors
Thank You to Our Sponsors
ANCHOR SPONSORS
EXHIBITOR
PLATINUM...
Hotel Nikko San Francisco | November 18, 2010
Anchor Sponsors
Thank You to Our Partners
RESEARCH PARTNER COMMUNICATIONS PA...
Advertising on the realtime web
Tobias Peggs, CEO OneRiot
@tobiaspeggs
Image: http://advertising.aol.com/creative/projectdevil/old-web-new-web
Advertising on the web sucks
WHITEN YOUR
TEETH TODAY!
WHITEN YOUR
TEETH TODAY!
Advertising on the realtime
social web could really suck
Thankfully companies like these
are starting to do it right….
….for big brand, socially-savvy
advertising clients like these
Twitter: Promoted Tweet ad unit
Paid-for Trending Topic
One of 10 trending topics per day
Drives users to a SERP for that ...
Twitter: gives you reach!
Organic re-tweeting of McRib
Promoted Tweet content kept
MacDonald's as a Trending
Topic for 3 d...
Ad.ly: Celebrity Endorsed Tweet
http://danzarrella.com/celeb-ctrs.html
Ad.ly: Credibility by association
The Most Influential Celebrities on Twitter by CT...
Traditional ad messages served
in a new ad unit – the Tweet
Rabid information consumers
Very short attention spans
Seeking what’s hot, right now
Characteristics of the Audience
on th...
Traditional ad
appears here
Ad needs to appear here
Peak realtime web audience
engagement - i.e. the largest volume
of adv...
OneRiot is right-now targeted
advertising for the realtime web
OneRiot matches campaign content to conversational trends a...
Display CTR ~0.4%
Twitter apps CTR ~1%
Mobile CTR ~0.75%
Reach audience across realtime
apps, mobile, display and search
E...
Content is king for
advertising on the
realtime web
“In the age of digital media, we believe every brand must become a pub...
Traditional ad
appears here
Realtime Ads
appear here
time
Advertiser Pool
Social Web Data Trending
Topics
Engine
Realtime
...
Glee
Glee
Glee
Glee
Automatically positions brand as “on the trend”
7-8 page views per visit
Subsequent social sharing on ...
Driving app downloads for Condé
Audience engages most with content that’s relevant right now!
“Brands who are publishers”
reach this audience the right way
Case studies at: http://blog.oneriot.com
The future of advertising on
the realtime social web is…
The future of advertising on
the realtime social web is
realtime trends-based and
conversational targeting…
The future of advertising on
the realtime social web is
realtime trends-based and
conversational targeting
enabled by bran...
The future of advertising on
the realtime social web is
realtime trends-based and
conversational targeting
enabled by bran...
Advertising on the realtime web
Tobias Peggs, CEO OneRiot
@tobiaspeggs
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TWTRCON SF 10 BrainPop: Real-Time Advertising

  1. 1. Hotel Nikko San Francisco | November 18, 2010 Anchor Sponsors Brain Pop: Real-Time Advertising • Tobias Peggs, CEO, OneRiot | @TobiasPeggs
  2. 2. Hotel Nikko San Francisco | November 18, 2010 Anchor Sponsors Thank You to Our Sponsors ANCHOR SPONSORS EXHIBITOR PLATINUM SPONSORS SILVER SPONSORS BOOTSTRAP SPONSORS Please visit our Sponsors and Exhibitors during the breaks!
  3. 3. Hotel Nikko San Francisco | November 18, 2010 Anchor Sponsors Thank You to Our Partners RESEARCH PARTNER COMMUNICATIONS PARTNER MIX TWEET PARTNER NON-PROFIT PARTNER ASSOCIATION PARTNERS MEDIA AND OUTREACH PARTNERS
  4. 4. Advertising on the realtime web Tobias Peggs, CEO OneRiot @tobiaspeggs
  5. 5. Image: http://advertising.aol.com/creative/projectdevil/old-web-new-web Advertising on the web sucks
  6. 6. WHITEN YOUR TEETH TODAY! WHITEN YOUR TEETH TODAY! Advertising on the realtime social web could really suck
  7. 7. Thankfully companies like these are starting to do it right….
  8. 8. ….for big brand, socially-savvy advertising clients like these
  9. 9. Twitter: Promoted Tweet ad unit Paid-for Trending Topic One of 10 trending topics per day Drives users to a SERP for that topic Top tweet is “Promoted” content Others are “organic” tweets about the topic
  10. 10. Twitter: gives you reach! Organic re-tweeting of McRib Promoted Tweet content kept MacDonald's as a Trending Topic for 3 days after its campaign ended. http://twtrcon.com/2010/11/07/pro moted-mcrib-still-an-active-topic- 2-days-after-promoted-trend-buy/ Organic Resonance 3rd party syndication Promoted tweets now appearing in Google and ecosystem clients
  11. 11. Ad.ly: Celebrity Endorsed Tweet
  12. 12. http://danzarrella.com/celeb-ctrs.html Ad.ly: Credibility by association The Most Influential Celebrities on Twitter by CTR http://danzarrella.com/celeb-ctrs.html#
  13. 13. Traditional ad messages served in a new ad unit – the Tweet
  14. 14. Rabid information consumers Very short attention spans Seeking what’s hot, right now Characteristics of the Audience on the realtime social web Pew Research Center
  15. 15. Traditional ad appears here Ad needs to appear here Peak realtime web audience engagement - i.e. the largest volume of advertising opportunity. Audience Engagement for a Trending Topic on the realtime web time Huge opportunity to target in realtime, if you are quick!
  16. 16. OneRiot is right-now targeted advertising for the realtime web OneRiot matches campaign content to conversational trends as they emerge in realtime on the social web. Then we promote it to a targeted audience across our network. This ensures ad creative is always “relevant right now” – which is what this audience engages with most.
  17. 17. Display CTR ~0.4% Twitter apps CTR ~1% Mobile CTR ~0.75% Reach audience across realtime apps, mobile, display and search Example partners: Seesmic, Tweetcaster, Ubertwitter, Sobees, Echofon, Digsby, Taptu, TwitGoo, TinyPic, Tweetbeat, Topsy, Tweetdeck
  18. 18. Content is king for advertising on the realtime web “In the age of digital media, we believe every brand must become a publisher” John Battelle, Federated Media: http://www.federatedmedia.net/blog/2010/03/toward-a-new-understanding-of-publishing-part-1/
  19. 19. Traditional ad appears here Realtime Ads appear here time Advertiser Pool Social Web Data Trending Topics Engine Realtime Ad Content Index On-the-fly Ad Content Creation Realtime Ad Ranking and Delivery • How the system works – Advertiser content is indexed the second it is published. – Trending Topics Engine determines engaging topics for the audience on the realtime web. – Dynamic ad content is created to match those trending topics. – Ads are ranked for relevance right now, and served to the audience across multiple channels. – The right ads are delivered at just the right time…. OneRiot: dynamic trends-based ad creative for realtime web ads
  20. 20. Glee Glee Glee Glee Automatically positions brand as “on the trend” 7-8 page views per visit Subsequent social sharing on Twitter and Facebook Audience engages most with content that’s relevant right now! Branding campaign for Aol
  21. 21. Driving app downloads for Condé Audience engages most with content that’s relevant right now!
  22. 22. “Brands who are publishers” reach this audience the right way Case studies at: http://blog.oneriot.com
  23. 23. The future of advertising on the realtime social web is…
  24. 24. The future of advertising on the realtime social web is realtime trends-based and conversational targeting…
  25. 25. The future of advertising on the realtime social web is realtime trends-based and conversational targeting enabled by brands becoming publishers…
  26. 26. The future of advertising on the realtime social web is realtime trends-based and conversational targeting enabled by brands becoming publishers who can engage the audience in the right way right now.
  27. 27. Advertising on the realtime web Tobias Peggs, CEO OneRiot @tobiaspeggs
  • Vanksen

    Nov. 28, 2010

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