Hi everyone. I’m Corey Weiner and I’m a partner in Jun Group. We distribute video on social networks, YouTube, and mobile devices for a number of major brands. Thanks so much for having me here today. It's great to have the opportunity to speak with you.
The purpose of today's talk is to examine the effects that social media is having on online advertising. We'll analyze strategies and tactics, and explore what's working and what's not. I'll start by looking at the size and scope of this phenomenon - which is awesome. Then, we'll take a quick look at the history that led up to this point, because it will help put the current events in context. We'll also quickly look ahead and take a few shots at what might be in store for us down the road.
First, let’s start examining the magnitude of the social network phenomenon.
Profound change is difficult to appreciate while you're in the midst of it. My thesis for this section of the presentation is that we are now witnessing the most important cultural change since the advent of the Web. I have some facts to back it up.
Social media is changing the way friends and family communicate.
Who here is familiar with MysteryGuitarMan?
My staff thought this one was funny – yeah, hah, hah, he’s not my cousin – and they had some interesting images they wanted to use. It would have been the only thing you remembered from my presentation.
This video is the creation of a young man from Brazil who goes by the moniker, MysteryGuitarMan. His videos have been viewed over 280 million times. It’s a great example of how social media empowers people and let’s them express themselves and compete one-on-one with some of the largest global entertainment and media companies. Let’s take a moment to enjoy his work.
As I mentioned earlier, there’s historical precedence for what we’re experiencing…
In fact, when you look at social media through the lens of history, you’ll see that advertisers behavior can be pretty predictable.
Brands felt the need to create their own entertainment, just as they did at the beginning of the television era. The term in the mid 90’s through the early 2000’s was “sticky content,” which highlighted the perceived importance of drawing visitors back to Web sites multiple times. Of course, no one could put their fingers on exactly why that was important.
Today’s version looks like this. The Facebook fan has replaced hits and Web visits, and many advertisers have rushed to create “viral videos”. Facebook likes and shares are coveted, and, again, there is little real sense of the value of these prizes. I frequently ask my clients when I see them, “What is the monetary value of a Facebook fan to your organization.” It is at that point that the sophisticated, highly compensated and experienced marketing professional gives me the answer that my children give me when I ask them just about any question on any topic: (shrug) “I dunno!” Of course, my clients deliver the answer in language of the advertising industry. They’ll say, “Well, according to our syndicated research, we find that targeted audiences across multiple channels react with varying degrees of spontaneity when confronted with two-way social communications.”
Anyway, I don’t mean to be simple-minded about this. While it is difficult to put real numbers against this type of advertising, there are tangible benefits.
Sharing tools enable advertisers to better connect with their audiences. People are empowered to comment, rate, and pass along messages.
2-way communications can give advertisers a much better sense of how their messages are being received. They can optimize based on this information, and they can address angry or disgruntled customers directly.
And earned media – which, by the way, is often a product of using the proper sharing tools – has two benefits: First, it lowers the overall cost by extending the message to a larger audience – sometimes a little, or sometimes by factors of 5x, 10x. Secondly, one can argue that the messages themselves are more effective when friends pass them along to friends.
Now that we have some context, let’s take a look at some of the ways advertisers are adapting to social media.
Here are some examples of social ad campaigns that have truly touched and inspired consumers. I selected three video programs because social video has delivered some of the biggest and most successful social advertising campaigns to date.
Let’s take a few moments just to enjoy the Nike futbol video.
When most people see a video like this, the perception is that the strength of the creative gets people talking about it. There’s this organic reaction where it’s shared from peer-to-peer until tens of millions people have enjoyed it.
The reality is different. Videos like this are the product of carefully devised and well-funded strategies. They are promoted, not discovered. They rely on mass media to deliver big numbers, and – as that last bullet down there by the graphic indicates— they need major league budgets to reach these heights. When I say ‘mass media support,’ what I mean is, videos rarely, if ever, reach 1 million or more people without being featured on a Yahoo, MSN, or AOL. Sometimes it will be a popular blog; sometimes an editor will respond to a press release, or sometimes the brand or the agency will hire a company like mine to deliver millions of paid views to a specific audience.
The lesson: social advertising is NOT a hit-driven business. Success comes from careful planning, great creative, and real budgets. This medium isn’t just for flashy brands like Nike and Axe. Every advertiser can use social advertising to connect with their customers.
Let’s take a look at some of the simple, less visible things advertisers are doing in the space right now. As you’ll see, most are focused on the “sticky content” model of aggregating and retaining a large audience.
When advertisers think of social media, most of them think of Facebook fan pages. But most of the activity on social networks happens elsewhere! How many people here play social games like the ones on this slide? If you don’t play these games, it’s easy to smirk when you see them. The graphics are simplistic; the names feel superficial, and it’s difficult to see the attraction. But if you’ve ever played any kind of video game, you know that they can be challenging, puzzling, exciting, and frustrating. It’s not hard to get pulled in. Social games have all these elements, plus something more: your friends are there. You’re either working with them or competing against them. Either way, once you get into one of these games, if you’re not there, you have the distinct feeling that you’re missing out. So this setting can be emotional for people – LOTS of people!
Here’s one of the most important facts I’ll cover in this presentation…
If you only remember one thing from my talk today – besides the mental image of Anthony Weiner – remember this… Virtual goods and virtual currency are a core component of today’s popular culture – they are the lifeblood of social games and a key part of the social experience. They are also one of the most powerful ways to reach people in social media. I’ll explain how in a moment, but let me first back up my assertion with a few facts…
The mechanism for using virtual goods and virtual currency in social advertising is simple: Social media users are always looking to gain virtual points, as illustrated by some of the numbers we just reviewed. You simply offer these user a few points in return for spending a moment with your brand. It’s non-interruptive; it synchs with the social experience, and the user, the publisher, and advertiser all benefit. Let’s look at a real-world example.
This is a social game called Planet Domo, which is especially popular with young women. If I’m playing this game and looking to advance, I know that I can roll over the icon up there on the top right to earn a reward. (As an outsider, you’d never know that, but here the publisher has integrated the reward system into the game in a way that makes sense to the audience). Once I click, I choose the virtual goody I want, which will help me enjoy the game… … And a video starts playing. Notice, we’re not leaving the game, and we’re still fully in control. The video selected is based on my gender, age, and geography, so it’s likely to be something I’m interested in… The space surrounding the player frequently has functionality: recipe downloads, special offers, coupons, or contests and sweepstakes are common… When the video’s over, the advertiser can provide sharing tools, links to their site, etc… … And when it’s over, I’m back into the game.
There are lots of different ways to use this type of advertising. In this example, Bing has been integrated into FarmVille via a sponsorship. But social advertising isn’t just limited to desktop computers.
Social advertising works across multiple screens. In fact, many of my company’s clients frequently expect us to be screen agnostic. And with good reason…
Here is an example of a mobile video program. It starts out on a mobile app (more than 90% of mobile ad traffic is driven from apps, by the way, and not the mobile web)… The user clicks to see the video, and the video plays full screen… When the video is over, the user lands on a microsite that enables sharing, comments, ratings, or other actions…
The virtual currency value-reward system is also making its way to mobile…
Now, as promised, we’re going to spend a few moments drawing some conclusions, looking at some results, and making some predictions.
As you can tell by the graphics, this slide was given to us by a client. They’d done a number of pre-roll video campaigns and they knew from experience that 100% investment would pretty regularly yield 100% results. The social video campaign, broken out into these three creative treatments, used 6% of the investment, and delivered 29% and 27% of the results, as measured by brand lift, purchase intent, and other standard metrics.
This is an example for a social video campaign that promoted a number of 2 minute-long recipe videos. 1.9 million people viewed the videos 82% watched to the end 9.7% had some kind of interaction after watching, including 5.8% that actually downloaded a recipe Now, the audience is heavily female 35-54, which was the target here. When you buy media on an engagement basis, the onus is on the publisher to deliver the right audience, not just to blast out as many impressions as possible as quickly as possible.
Corey Weiner Presentation
<ul><li>How social media is re-writing the advertising rules of engagement </li></ul>Online Video Advertising and Social Games:
Agenda <ul><li>Social Media Makes History </li></ul><ul><ul><li>The breadth and depth of this phenomenon </li></ul></ul><ul><ul><li>Telling facts and figures </li></ul></ul><ul><li>History Repeated </li></ul><ul><ul><li>How brands reacted the last time around </li></ul></ul><ul><ul><li>Striking similarities </li></ul></ul><ul><li>Special Effects </li></ul><ul><ul><li>How social media is affecting online advertising </li></ul></ul><ul><ul><li>What ’s working and what isn’t </li></ul></ul><ul><ul><li>Analysis of strategies and tactics </li></ul></ul><ul><li>Where We ’re Going </li></ul><ul><ul><li>A look into crystal ball </li></ul></ul>
S ocial media is the most meaningful cultural change since the advent of the Web.
<ul><ul><li>Lady Gaga, Justin Bieber, and Britney Spears have more Twitter followers than Sweden, Israel, Greece, Chile, North Korea, and Australia have citizens. </li></ul></ul>Source: Socialnomics
Source: AdAge Social media accounts for one out of every six minutes spent online in the US.
<ul><ul><li>If Facebook were a country, it would be the world ’s third largest. </li></ul></ul>Source: Socialnomics
<ul><li>48 hours of video are uploaded to YouTube every 60 seconds. </li></ul>Source: YouTube
<ul><li>Flickr hosts over 5 billion images. </li></ul>Source: YouTube
There are 1.5 million real farmers in the world, and over 80 million FarmVille farmers . Source: AllFacebook.com, June 2011
T he social media phenomenon is changing our lives in more ways than we might realize.
Source: Facebook Social games 53% of Facebook users play social games (19% say they’ re addicted).
Source: Facebook Social games 290 million users play social games each month - a 30% increase over 2010.
Source: Jun Group Social games The average social gamer is a 27-year-old woman.
Source: ISG Social games 20% of these users have paid cash for virtual goods.
V irtual currency and virtual goods are key components of successful social advertising.
Americans are expected to spend over $2.1 billion this year on virtual goods. Source: Inside Virtual Goods Report
Spending on virtual goods has increased 245% since 2007. Source: In-Stat
Total global spending on virtual goods is estimated to be more than $7.3 billion. This is expected to increase to more than $14 billion by 2014. Source: In-Stat
<ul><li>Non-interruptive </li></ul><ul><li>Integrated with the experience </li></ul><ul><li>Beneficial for user, publisher, and advertise </li></ul>
S ocial advertising takes place across multiple screens.
Currently, more than 1.2 million smartphones are sold every day. This is a 60% increase over 2010. Source: In-Stat
Over 70% of the world ’ s population now owns a mobile phone. Source: Sybase, Inc.
Over 85% of new mobile devices are able to access the Web. Source: Gartner 2011
By 2013, mobile video will consume 66% of total mobile data usage. Source: eMarketer
US mobile ad spending will grow from $790 million in 2010 to over $4 billion in 2015. Source: BIA/Kelsey, June 2011
<ul><li>Shareable </li></ul><ul><li>Utility </li></ul><ul><li>Customizable </li></ul><ul><li>Geographic targeting/tracking </li></ul><ul><li>Brand in your hand at key moments </li></ul>M obile programs have limitations, but they also offer unique advantages.
T he rules are simple: People dislike advertising, and they are increasingly empowered to avoid it. Advertising, therefore, must meet consumers on their terms.
T o be effective, social advertising must : Entice rather than interrupt Be relevant Deliver value Entertain Enable Inform Reward
A dvertisers who understand this will reap the benefits.
Click-through rates for non-interruptive videos are 106% higher than standard pre-roll video. Lift in ad recall is 209% higher. There is a 32% increase in likelihood to purchase the product . Source: VivaKi
Completion rates for 30-second pre-roll videos average 64%, with an average click-through rate of 1%. Source: YuMe
Completion rates for opt-in videos average 70% - 80%. This is for videos up to 3 minutes-long . Click-through rates average 5% - 7%. Source: Jun Group
1.9MM video views 5.8%+ of users went on to download recipes after the videos played 1.8%+ of users chose to view more videos 1.2%+ of users clicked through to Facebook 0.9%+ of users replayed the videos 9.7% post video interaction rate Age Breakdown Gender Breakdown
A dvertisers can, and should, demand more accountability than ever before! <ul><li>Pinpoint targeting </li></ul><ul><li>- Age, gender, geography, habits/prefs. </li></ul><ul><li>Real time data & optimization </li></ul><ul><li>100% transparency </li></ul><ul><li>Meaningful goals and metrics </li></ul>
<ul><li>Virtual currency will “ game-ify ” premium publishers and networks </li></ul><ul><li>Traditional media will become “ socialized ” </li></ul><ul><ul><li>Hybrid online/offline campaigns </li></ul></ul><ul><ul><li>2nd and 3rd screens </li></ul></ul><ul><li>Blurred lines between mobile and desktops </li></ul><ul><li>Users will exert more and more control </li></ul><ul><li>Brands will demand (and receive) greater insight and accountability than ever before </li></ul>