Paid Social Platforms as Audience Enablers - DPlat, 8/13/14

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Paul Steketee's presentation deck from Digiday Platform Summit, August 13, 2014.

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Paid Social Platforms as Audience Enablers - DPlat, 8/13/14

  1. 1. PLATFORM SUMMIT! RITZ CARLTON HALF MOON BAY • AUGUST 13- 15 PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS PRESENTED BY: PAUL STEKETEE HEAD OF PAID SOCIAL AND EMERGING MEDIA1
  2. 2. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS 2 AGENDA 1. THE SITUATION 2. THE OPPORTUNITY 3. THE PLATFORM AS AUDIENCE SOLUTION 4. THE RESULTS
  3. 3. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS 3 A NEW FORM OF ADDRESSABILITY IN DIGITAL HAS EMERGED AAS 1.0 Name & Address AAS 4.0   ID ENABLED ON PLATFORMS 1990 2014 AAS 3.0   Email Address AAS 2.0   Phone #
  4. 4. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS 4 (#SharkNadoTheSecondOne) Time spent in mobile apps surpassed time spent on desktop in January 2014 Cross device is the norm with the average American owning 4 devices MOBILE HAS JUMPED THE SHARK Source:  Comscore  &  eMarketer
  5. 5. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS 5 80/20 RULE: MOST TIME ON MOBILE IS SPENT ON JUST A FEW PLATFORMS PEOPLE DON’T “SURF” AS MUCH ON MOBILE Source:  Comscore  ‘13 92% % mobile 86% 68% 98%
  6. 6. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS 6 AD SPEND SHIFTING: A FEW BIG WINNERS EMERGE
  7. 7. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS 7 IF THE MEDIUM IS THE MESSAGE: THE PLATFORM IS THE AUDIENCE PLATFORMS     UNLOCK   AUDIENCE   IDENTITY College  Student  /  
 Heavy  Gamer Entertainment  Junky   in  Midwest
  8. 8. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS INCLUSION EXCLUDED
 SEGMENTS EXCLUDE EXISTING CUSTOMERS CROSS-SELL, UP-SELL, REPEAT PURCHASE OR TARGET 
 NEW PROSPECTS DIRECTLY EXPAND REACH TO 
 FIND NEW CUSTOMERS Customer    /  Prospect  Segments TARGETED SEGMENTS EXCLUDE SEGMENTS LOOKALIKES TO EXPAND REACH LOOKALIKES MEDIA PERFORMANCE ANALYTICS, CONVERSIONS, MEASUREMENT OPTIMIZATION EXCLUSION 8 CRM Database Beyond Cookies: ID Based Is More Accurate Across Platforms
  9. 9. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS LOGIN  ENABLES     PERSISTENT  ID Define Your Target 1 ACTIVATE  VIA     PAID  SOCIAL   PLATFORMS 2 3 NATIVE:  IN  FEED   &  BEYOND 4 FREQUENCY  &  
 SEQUENCING   DRIVE  THROUGH     THE  FUNNEL 5 The Login is the Only Truly Persistent Identifier RLSAGDN BRING  YOUR  OWN  DATA  /     ENABLE  PLATFORM  DATA 9
  10. 10. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS Instagram: Intent Indicator PLATFORMS     UNLOCK   AUDIENCE   IDENTITY 10
  11. 11. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS Pinterest: People Powered PLAs 11
  12. 12. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS Twitter + MoPub: In the Billions each Month Tweets Have all of the elements for Ad syndication in Mobile 12
  13. 13. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS 13 Photo Post Link Post Native Video Post The Full Screen - Now in the Palm of your hand 13
  14. 14. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS Embedded Vine Embedded Photo Native Video The Full Screen - Now in the Palm of your hand 14
  15. 15. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS Click To Call Card Product Card Lead Gen Card The Full Screen - Now in the Palm of your hand 15
  16. 16. ! RITZ CARLTON HALF MOON BAY • AUGUST 13- 15 PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS THANKYOU! - GO FORTH AND MOBILIZE! ! PRESENTED BY: PAUL STEKETEE HEAD OF PAID SOCIAL AND EMERGING MEDIA 16 @Steketee

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