Paid Social Platforms Audience Enablers
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Paul Steketee's presentation deck from Digiday Platform Summit, August 13, 2014.
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Paid Social Platforms Audience Enablers
- 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. 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. 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. 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. 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. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS 6 AD SPEND SHIFTING: A FEW BIG WINNERS EMERGE
- 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. 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. 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. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS Instagram: Intent Indicator PLATFORMS UNLOCK AUDIENCE IDENTITY 10
- 11. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS Pinterest: People Powered PLAs 11
- 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. 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. 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. 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. ! 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