This document discusses Instagram marketing strategies in 2017. It begins by outlining Instagram's objectives of attracting new prospects, converting prospects to customers, and growing customer lifetime value. It then discusses using a combination of organic and paid social strategies on Instagram. Key points include the growth of video on Instagram, engagement tips like posting consistently and using hashtags, and the advantages of Instagram advertising like native inventory and Facebook targeting. The document emphasizes understanding the customer journey and staying true to your brand for an effective Instagram ad strategy.

1. INSTAGRAM MARKETING IN 2017:
ArabNet - May 16th 2017
@AdRoll
Combining Organic & Paid Social Strategies

2. Sarah Cunningham
Head of Demand Generation, AdRoll EMEA
@sarahcunnin

3. A snapshot of the ad tech ecosystem
How AdRoll fits into the world of online advertising
TRADING
DESKS
AD
EXCHANGE SSP
AD SERVERAD SERVER

4. Addressing every stage of the customer journey
Every digital marketer has three core objectives:
ATTRACT
Reach new prospects
CONVERT
Turn prospects into customers
GROW
Maximise customer lifetime value
Drive new potential customers to your website
Target high-intent audiences (e.g., shopping cart abandoners) with relevant ads
Run loyalty campaigns and cross-sell to existing customers

5. Social Media: a growing part of your programmatic strategy

6. Users
● 700m active
● 80% outside the US
● 1m active monthly advertisers

7. BITLY INTRO SLIDE
DESCRIPTION HERE
What does Instagram look like in 2017?
A whole lot of video.
By 2020, over 75% of global
mobile data traffic will be
video content
Source: By 2020, 75% of Mobile Traffic will be Video [Cisco Study]

8. Video
● 60 Second Clips
● View Counts
● Channels
● Live Stream
● Instagram Stories
● Stickers
Platform
● Algorithm Changes
● New UI
● “Save” posts
eCommerce
● Buy Buttons
● “Shop Now”
Features
Instagram’s Busy 12 Months
Media
● Pinch & Zoom
● Instagram Galleries
Coming Soon...
● Book a service

9. ENGAGEMENT 101
Making Compelling, Searchable Instagram Content

10. #1
Post
Consistently

11. #1
Post
Consistently

12. #2
Use
Hashtags
+12.6%
engagement
on average
+88%
brands use hashtags
Source: Simply Measured

13. #2
Use
Hashtags

14. #3
Interact

15. #4
Influencers
“71%of UAE residents aged 18 to 40 are happy
to take advice from influencers before making
a purchase.” BPG Cohn & Wolfe
Source: BPG Cohn & Wolfe: Social Media Influencers Study with YouGov

16. #5
Video

17. Instagram Advertising
What are the advantages for marketers?

18. #1
Native Inventory

19. #2
Cross Device

20. #3
Facebook
Targeting

21. #4
Move Past
Limitations of
Organic Posts
Canvas |
Leo
Cluse

22. #5
Dynamic
Product Ads

23. Combining Organic & Paid
Top tips for a winning Instagram ad strategy

24. #1
Understand
social on the
path to
purchase
Source: Google Trends

25. #2:
Be True to your
Brand
Source: puma.com/en/this-is-puma/strategy

26. #FENTYxPUMA
ATTRACT
Reach new prospects

27. #FENTYxPUMA
CONVERT
Turn prospects into customers

28. #FENTYxPUMA
GROW
Maximise customer lifetime value

29. With the power of AdRoll across mobile, social, and the web, we've been able to
capitalise on our new brand partnerships, sales, and seasonal initiatives.
—Jesse Adams COO and Head of Finance
“

30. THANK YOU
@AdRoll @Sarahcunnin