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<ul><li>How social media is re-writing the advertising rules of engagement </li></ul>Online Video Advertising and Social G...
Agenda <ul><li>Social Media Makes History </li></ul><ul><ul><li>The breadth and depth of this phenomenon </li></ul></ul><u...
Social Media Makes History
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, N...
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.
<ul><li>Personal communications </li></ul>
<ul><li>News and journalism </li></ul>
<ul><li>Entertainment </li></ul>
<ul><li>Sports </li></ul>
<ul><li>Dating </li></ul>
<ul><li>Politics </li></ul>
<ul><li>Job hunting & hiring </li></ul>
<ul><li>It ’ s even helped topple a few governments . </li></ul>
<ul><li>280 million views </li></ul>
History Repeated
A dvertisers react to new  media in predicable ways.
A t first, the Web was eerily  similar to 1950s television.
The Early Web Brands as publishers “ Sticky content ” Few real metrics
N ow, we see much of the same  behavior around social media.
Today ’ s Version Home pages moved to social networks A rush to go  ‘ viral ’ A quest for  ‘ likes ’  and shares Little se...
B ut, there are benefits.
New tools and capabilities
2-way communications
Earned media
L et’ s have a look at some of most common tactics advertisers are using.
Special Effects How advertisers are using social media.
I n spite of all the potential, and all the years of learning, the vast majority online advertising is still interruptive.
Ad banners
Mastheads
Pre-roll
Road blocks
A nd there is potential for so much more.
Old Spice  “ The Man Your Man Could Smell Like ”  38,099,220 views Nike  “ Escribe El Futuro Version Completa ”   26,335,9...
 
The viral dream Perception <ul><li>Discovered </li></ul><ul><li>Organic reaction </li></ul><ul><li>Friend-to-friend </li><...
Reality <ul><li>Promoted </li></ul><ul><li>Planned strategy </li></ul><ul><li>Mass medium </li></ul><ul><li>Significant bu...
T he lesson: social advertising is not a hit-driven business.  Success comes from careful strategic planning, powerful cre...
H ere are some everyday things advertisers are doing to connect with users in social networks.
T ying tweets to status updates
U sing Facebook tile ads
S pecial offers and coupons
C ontent, tools, and apps
V ideo distribution
T here are other, more sophisticated ways to reach these users.
Social games
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 tha...
<ul><li>Non-interruptive </li></ul><ul><li>Integrated with the experience </li></ul><ul><li>Beneficial for user, publisher...
 
 
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...
 
 
Looking Ahead
T he rules are simple:  People dislike advertising, and they are increasingly empowered to avoid it.  Advertising, therefo...
T o be effective, social advertising must :  Entice rather than interrupt  Be relevant Deliver value Entertain Enable Info...
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% hi...
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 aver...
Previous
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 ...
A dvertisers can, and should, demand more accountability than ever before!  <ul><li>Pinpoint targeting </li></ul><ul><li>-...
A nd, finally, a few predictions.
<ul><li>Virtual currency will  “ game-ify ”  premium publishers and networks </li></ul><ul><li>Traditional media will beco...
Corey Weiner 212.537.0138 [email_address] Thank You!
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Corey Weiner Presentation

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Corey Weiner Presentation

  1. 1. <ul><li>How social media is re-writing the advertising rules of engagement </li></ul>Online Video Advertising and Social Games:
  2. 2. 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>
  3. 3. Social Media Makes History
  4. 4. S ocial media is the most meaningful cultural change since the advent of the Web.
  5. 5. <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
  6. 6. Source: AdAge Social media accounts for one out of every six minutes spent online in the US.
  7. 7. <ul><ul><li>If Facebook were a country, it would be the world ’s third largest. </li></ul></ul>Source: Socialnomics
  8. 8. <ul><li>48 hours of video are uploaded to YouTube every 60 seconds. </li></ul>Source: YouTube
  9. 9. <ul><li>Flickr hosts over 5 billion images. </li></ul>Source: YouTube
  10. 10. There are 1.5 million real farmers in the world, and over 80 million FarmVille farmers . Source: AllFacebook.com, June 2011
  11. 11. T he social media phenomenon is changing our lives in more ways than we might realize.
  12. 12. <ul><li>Personal communications </li></ul>
  13. 13. <ul><li>News and journalism </li></ul>
  14. 14. <ul><li>Entertainment </li></ul>
  15. 15. <ul><li>Sports </li></ul>
  16. 16. <ul><li>Dating </li></ul>
  17. 17. <ul><li>Politics </li></ul>
  18. 18. <ul><li>Job hunting & hiring </li></ul>
  19. 19. <ul><li>It ’ s even helped topple a few governments . </li></ul>
  20. 20. <ul><li>280 million views </li></ul>
  21. 21. History Repeated
  22. 22. A dvertisers react to new media in predicable ways.
  23. 23. A t first, the Web was eerily similar to 1950s television.
  24. 24. The Early Web Brands as publishers “ Sticky content ” Few real metrics
  25. 25. N ow, we see much of the same behavior around social media.
  26. 26. Today ’ s Version Home pages moved to social networks A rush to go ‘ viral ’ A quest for ‘ likes ’ and shares Little sense of the value
  27. 27. B ut, there are benefits.
  28. 28. New tools and capabilities
  29. 29. 2-way communications
  30. 30. Earned media
  31. 31. L et’ s have a look at some of most common tactics advertisers are using.
  32. 32. Special Effects How advertisers are using social media.
  33. 33. I n spite of all the potential, and all the years of learning, the vast majority online advertising is still interruptive.
  34. 34. Ad banners
  35. 35. Mastheads
  36. 36. Pre-roll
  37. 37. Road blocks
  38. 38. A nd there is potential for so much more.
  39. 39. Old Spice “ The Man Your Man Could Smell Like ” 38,099,220 views Nike “ Escribe El Futuro Version Completa ” 26,335,995 views Kia Soul “ Hamsters ” 16,140,386 views
  40. 41. The viral dream Perception <ul><li>Discovered </li></ul><ul><li>Organic reaction </li></ul><ul><li>Friend-to-friend </li></ul>
  41. 42. Reality <ul><li>Promoted </li></ul><ul><li>Planned strategy </li></ul><ul><li>Mass medium </li></ul><ul><li>Significant budgets </li></ul>The viral dream
  42. 43. T he lesson: social advertising is not a hit-driven business. Success comes from careful strategic planning, powerful creative, and significant budget.
  43. 44. H ere are some everyday things advertisers are doing to connect with users in social networks.
  44. 45. T ying tweets to status updates
  45. 46. U sing Facebook tile ads
  46. 47. S pecial offers and coupons
  47. 48. C ontent, tools, and apps
  48. 49. V ideo distribution
  49. 50. T here are other, more sophisticated ways to reach these users.
  50. 51. Social games
  51. 52. Source: Facebook Social games 53% of Facebook users play social games (19% say they’ re addicted).
  52. 53. Source: Facebook Social games 290 million users play social games each month - a 30% increase over 2010.
  53. 54. Source: Jun Group Social games The average social gamer is a 27-year-old woman.
  54. 55. Source: ISG Social games 20% of these users have paid cash for virtual goods.
  55. 56. V irtual currency and virtual goods are key components of successful social advertising.
  56. 57. Americans are expected to spend over $2.1 billion this year on virtual goods. Source: Inside Virtual Goods Report
  57. 58. Spending on virtual goods has increased 245% since 2007. Source: In-Stat
  58. 59. 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
  59. 60. <ul><li>Non-interruptive </li></ul><ul><li>Integrated with the experience </li></ul><ul><li>Beneficial for user, publisher, and advertise </li></ul>
  60. 63. S ocial advertising takes place across multiple screens.
  61. 64. Currently, more than 1.2 million smartphones are sold every day. This is a 60% increase over 2010. Source: In-Stat
  62. 65. Over 70% of the world ’ s population now owns a mobile phone. Source: Sybase, Inc.
  63. 66. Over 85% of new mobile devices are able to access the Web. Source: Gartner 2011
  64. 67. By 2013, mobile video will consume 66% of total mobile data usage. Source: eMarketer
  65. 68. US mobile ad spending will grow from $790 million in 2010 to over $4 billion in 2015. Source: BIA/Kelsey, June 2011
  66. 69. <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.
  67. 72. Looking Ahead
  68. 73. T he rules are simple: People dislike advertising, and they are increasingly empowered to avoid it. Advertising, therefore, must meet consumers on their terms.
  69. 74. T o be effective, social advertising must : Entice rather than interrupt Be relevant Deliver value Entertain Enable Inform Reward
  70. 75. A dvertisers who understand this will reap the benefits.
  71. 76. 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
  72. 77. Completion rates for 30-second pre-roll videos average 64%, with an average click-through rate of 1%. Source: YuMe
  73. 78. 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
  74. 79. Previous
  75. 80. 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
  76. 81. 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>
  77. 82. A nd, finally, a few predictions.
  78. 83. <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>
  79. 84. Corey Weiner 212.537.0138 [email_address] Thank You!

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