Brands have a new way to connect Be social Fan page + Blog + Twitter Be around activity on platform Facebook ads + Twitter + Media Be in the activity ?
Positives and negatives of your existing tools FAN PAGE: + – • Post in the newsfeed • Collects remarketing list • Customer feedback loop • Need to drive fans (real fans) ADS: + – • Highly targeted (age, sex, location, interests) • Ads don ’t perform • CTR = 0.05? • Not engaging
Ad opportunities are changing based on focus Attention!
Unlock this audience through normalized activities TARGET ACTIVITIES Audience
New, rich ad formats delivered on actions Option to brand activities for deeper engagement Performing activities launches Activity Ads Ads are styled & positioned on the page to enhance user experience
These new ad formats perform better Source: appssavvy Social Activity Index, March 2011 appssavvy Social Activity Index: Equivalent Display Impressions (EDI) Paid Search Social Activity Rich Media Display Medium Industry Benchmark appssavvy Activity Ads 5.5% Engagement Rate Display 0.1% Click Through Rate Rich Media 2.9% Interaction Rate
Ads are similar to microsites (clear calls-to-action)
Activity ads yield earned media through connections