Adly Media Kit 0410

8/9/2019 Adly Media Kit 0410

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TWITTER ADVERTISING :BRAND, PERFORMANCE & VIRAL ADVERTISING

Prepared by:

Derek Rey, VP of Sales & Media, Adly Inc.http://ad.ly


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AD.LY IN THE PRESS

Will Ad.ly Define Twitter Advertising?

It is perhaps the last frontier in advertising

Published: October 20th, 2009 (link to article)

Published: November 21st, 2009 (Link to Article)

From Twitter to advertising treasurePublished: October 24th, 2009 (link to article)


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Content is shifting from the web to the stream.

WHY THE STREAM?

The Static Web; Blogs, Websites,Portals


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David Ogilvy: I do not regard advertising as

entertainment or an art form, but as a

medium of information.

WHY TWITTER?

Twitter is a platform that provides

people with information. From real-time world events to product

information, testimonials, and

consumer feedback. Twitter is a

medium of information.


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To be a conduit that connects top-

tier brands to top-tier influencers

OUR GOAL

NUMBER

OF

FOLLOWER

S

NUMBER

OF

PUBLISHERS

TOP-TIER PUBLISHERS

Most Influential Publishers1,000,000+ followers, celebrities, etc

Top-Tier Publishers50,000+ followers

Middle-Tier Publishers10,000+ followers

Long-Tail Publishers50 10,000 followers, endemic niche

**Ad.lyAdvertiser Partners


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With over 33,000+ publishers, Ad.ly is the largest ad

network for Twitter reaching more than 47,000 million users.

PUBLISHERS


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About | ad lee |

Ad.ly is an in-stream

advertising platform built

for a world where everyone

is a publisher.

REACHING OVER 47

MILLION FOLLOWERS ON

TWITTER,WE MATCH TOP-

TIER BRANDS W/ TOP-TIER

PUBLISHERS.

By listening to people, data, and our partners,we identify opportunities that represent arelevant media experience for our advertisers.

ABOUT AD.LY


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Message is displayed in-stream on the publishers Twitter feed.

Publishers are allowed one endorsed message per day.

HOW IT WORKS


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Using third party partners for reporting (Bit.ly, Awe.sm,Twitter) we provide the following reporting for each campaign

1. Clicks (by publisher)

2. CTR (by publisher)

3. Retweets

4. Overall # of followers reached from Retweets

REPORTING


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As prescribed the the FTC, allAd.ly messages meet federal endorsement guidelines by

providing disclaimer in the following formats:

1. A message of Typicality Example: Check this out ((link))(Ad)

Example: RT and follow @BrandName to get the first ((link))(Ad)

By disclosing (Ad), the message isclearly labeled an advertisement

2. Clear, conspicuous, and informative disclaimer Example: Im working with @BrandName to promote ((link))

Example: Happy to endorse ((link)) on behalf of @BrandName

Clear, conspicuous and informative disclaimer is written into the message

DISCLOSURE

Ad.ly has a 100% disclosure policy for all messages. This policy wasset in place well before the FTC mandate. Its our belief

that material relationshipsshould always be disclosed. We strongly encourage all of our advertising partners to read the

entire guideline established by the FTC which can be found here:

http://www.ftc.gov/os/2009/10/091005endorsementguidesfnnotice.pdf


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Leo Leporte

#1 Radio Tech Talk Show

154,600 followers

With 21,000 Twitter publishers reaching over 47 million followers, the

Ad.ly publisher list consists of the most influential people on the Web.

MALE INFLUENCERS

Kareem Abdul Jabar

NBA Hall of Fame LA Laker

1,145,000 followers

G4

1,115,500 followers

Shaq

NBA Basket Ball Player

2,734,000 followers

Brent Spiner

Classic Star-Trek Data

1,341,000 followers

Greg Grunberg

NBC Heroes

1,390,000 followers

Ali Nejad

NBC Late Night Host

974,500 followers

Levar Burton

Reading Rainbow/Star-Trek

1,572,000 followers

GuyKawasaki

The Original Mac Evangelist

Author/Venture Capitalist

204,000 followers

Darren Rowse

Author of Problogger

86,000 followers

Jeremiah Owyang

Forrester Researcher

57,000 followers

**Note: This is just a sample list. 100+ other

top-tier male endemic influencers couldeasily participate in this campaign


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FEMALE INFLUENCERS

Ad.lys Female InfluencerChannel reaches16 million female

Twitter users via most influential women in media and pop-culture.Publishers include:

- Britney Spears: 4,133,736 Twitter followers

-Kim Kardashian: 2,666,897 Twitter followers

- Brooke Burke: 1,649,453 Twitter followers

- Lauren Conrad: 792,520 twitter followers

- Nicole Richie: 763,442 Twitter followers-KourtneyKardashian: 759,793 Twitter followers

-AudrinaPatridge: 509,931 Twitter followers

- And 3,000 + more


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MAINSTREAM

BestAT -- @BestAt

1,139,147 followershttp://twitter.com/bestat

Best Daily Tweets / Humor / News

E! Online @eonline

1,958,000 followershttp://twitter.com/eonline

Twt.fm-- @TwtFM1,586,000 followers

http://twitter.com/bestat

Music Tweets / Tech News

Newsweek @Newsweek

1,179,000 followershttp://twitter.com/NewsweekLeading Technology Industry News

@TechCrunch1,295,000 followers

http://twitter.com/BestAt

*Possible Publisher not yet approved for Bing


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SPORTS

Shaq -- @THE_REAL_SHAQ

2,750,000 followershttp://twitter.com/THE_REAL_SHAQ

Tony Hawk -- @TonyHawk2,000,000 followershttp://twitter.com/TonyHawK

Shaquille ONeal

Tony Hawk


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ENTERTAINMENT

Kim Kardashian -- @KimKardashian2,800,000 followershttp://twitter.com/KimKardashian

Lauren Conrad -- @LaurenConrad

840,000 followershttp://twitter.com/LaurenConrad

Kim Kardashian E! The Kardashians

Lauren Conrad MTVs The Hills


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LIFESTYLEBrooke Burke -- @BrookeBurke

1,740,000 followershttp://twitter.com/BrookeBurke

Bethenny Frankel-- @Bethenny

88,000 followershttp://twitter.com/Bethenny

Dr Drew Pinsky-- @DrDrew

1,830,000 followershttp://twitter.com/drdrew


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FINANCE

Guy Kawasaki -- @GuyKawasaki

205,000 followershttp://twitter.com/GuyKawasaki

Mark Cuban -- @MCuban120,000 followershttp://twitter.com/MCuban

Guy Kawasaki Venture Capitalist

Mark Cuban Billionaire

CBOE -- @CBOE

762,297 followershttp://twitter.com/CBOE

Chicago Board Options Exchange (CBOE) is the largest

U.S. options exchange and the creator of listed

options.


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Reaching 600,000+ Comedy enthusiasts, the Ad.ly comedy channel

consists of the most influential comedians on the Web

COMEDY CHANNEL

Stephen Colbert

Colbert Report

94,500 followers

David Spade

Comedian

171,300 followers

Jamie Kennedy

Comedian

45,400 followers

Adam Carolla

Comedian

60,900 followers

George Lopez

Mexican-American Comedian

67,555 followersJason Mewes

Jay & Silent Bob

50,000 followers


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URBAN INFLUENCERS

KourtneyKardashian686,000 Followers

Tia Mowry163,000 Followers

Ray J117,000 Followers

Soulja Boy1,920,000 Followers

Rihanna Fans11,000 Followers

Ryan Leslie128,000 Followers

RocaW

ear#1 Hip-Hop/Urban Twitter Account1,000,000 Followers

Nicole Richie744,000 Followers

LilWayne Fans18,000 Followers

Kimberly Cole1,300,000 Followers


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DATA SERVICES:

IDENTIFY, ANALYZE, AND ENGAGEALL CONVERSATIONS TAKING PLACE

ABOUT YOUR BRAND ON TWITTER


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AD.LY ANALYTICS


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AD.LY ANALYTICS


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FULL DATA REPORTING

ONLY THREE MEDIA COMPANIES HAVE ACCESS TO THE ENTIRE DATA FEED OF TWITTER:

With access to the entire firehouse of Twitter data, Ad.ly is the only

media company to provides complete keyword reporting and Twitterdata.

EXAMPLE REPORT:

Every keyword mention of

ford -- sorted by influence

**Ad.lys data access is in partnership with PeopleBrowsr


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FOLLOWER CAMPAIGN

Build a contextual follower base foryour Twitter account. Identify,

follow, and engage Twitter users.

Indentify your Audience: Keyword Based

Life Stage Competitive Targeting

TechnologyAlgorithmic follow (&unfollow)

Direct Message Campaigns

Geo Targeting

Multiple Messaging Long-Term Audience Profiles


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Table ofContents

1. Viral Campaign Michael Jacksons This Is It

1. Awareness Campaign NBC Community

1. Conversion Tracking Campaign MSN

Olympics

All information is confidential to Ad.ly and its partners. This presentation

of performance data is meant for internal purposes only. Informationshouldnot be sharedexternally without prior written permission ofAdly,

Inc.

CASE STUDIES


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CASE STUDY - RATIONALE

Ad.ly worked with Sony Electronics to create

a viral campaign during CES. The goal was to

create conversations about #SonyCES by

giving away 6 bloggie cameras.

These are the results.


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**all performance data published in this case study has been provided byproprietary machine learning technology third party partners (i.e. Twitter).

92%The Bloggie campaignrepresented 92% of all

conversations taking

place about #SonyCES

*(during flight period) 01000 2000

3000

1/6/06

1/7/06

1/8/06

1/ /06

#SonyCES Bloggie + #SonyCES

#SonyCES

PERFORMANCE


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34

CAMPAIGN

PERFORMANCE

PUBLISHERS PARTICIPATED IN THE

CAMPAIGN REACHING 6 MILLION

FOLLOWERS

11,250NUMBER OF CLICKS ON

THE BIT.LY URL(S). .

4,446NUMBER OF RETWEETSContaining Keywords: #SonyCES and #Bloggie

CAMPAIGN BY THE NUMBERS:

ADDITIONAL FOLLOWERS REACH BYRETWEETS

2,442,946

40%ADDITIONAL REACH GAINED FROM VIRAL

UPTAKE (I.E. RETWEETS)

9

2%

OF ALL CONVERSATIONS

TAKING PLACE ABOUT

#SonyCES, CAME FROM THE

BLOGGIE CAMPAIGN


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Promoting Michael Jacksons new movie

This Is It, the goal of this campaign was tocreate a trending topic one week prior to

premiere.

Using a very modest test budget, Ad.ly selected 38 highly

influential publishers to participate in the campaign. Thepublishers delivered the following message:

RTthis & follow @SonyPictures to get a soundtrackto MJs new movie #thisisit. Every 20th RTgets one til

theyre gone! (Ad)

Participating publishers had follower counts that rangedbetween 10,000 1.2m followers. Here are some samplesof the Tweet:

CAMPAIGN OVERVIEW VIRAL CAMPAIGNMICHAEL JACKSONS THIS IS IT


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38

CAMPAIGN

PERFORMANCE

PUBLISHERS PARTICIPATED IN THE

CAMPAIGN REACHING 1.7 MILLION

FOLLOWERS

81xINCREASED NUMBER OF

CONVERSATIONS TAKING PLACE

ABOUT @SonyPictures.(SUPPORTING DATA: TWEETS 10/22 = 77, 10/23 = 6,229, 10/24=133)

6,229NUMBER OF RETWEETSContaining Keywords: @SonyPictures and #ThisIsIt


ADDITIONAL FOLLOWERS REACH BYRETWEETS

3,828,065

225%ADDITIONAL REACH GAINED FROM VIRAL

UPTAKE (I.E. RETWEETS)

9x INCREASED NUMBER OFCONVERSATIONS TAKING PLACE ABOUT#ThisIsIt.(SUPPORTING DATA: TWEETS 10/22 = 703, 10/23 = 6229, 10/24 = 1085)

1,007NEW FOLLOWERS FOR @SonyPictures


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REPORTING:

#ThisIsIt & @SonyPictures vs. Trending TopicsFor more than a 3 hour period of time, keywords #ThisIsIt and @SonyPicutres outperformed 5 other trending topicson Twitter (as observed by mentions and RTs). Even though the data shows we out trended many of theseterms, Twitter never officially selected our keywords as a trending topic. Twitters method of determining a trending topicis not public.

Previous 7 Days: Mentions of#ThisIsIt & @SonyPictures Keywords#ThisIsIt and

@SonyPicturesoutperformed five

trending topicsduring this time

period (as observedbyTwitter data).

flight


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Promoting NBCs new show Community

(@NBCcommunity), starring@ChevyChase, @JoelMcHale, and

@KenJeong, this campaign consisted of

three different messages than ran over a

three day period September 22nd

24th, 2009.

Taking place one week after NBC Communitys premiereweek, the goals of this campaign went as follows: (1)create awareness for the show and (2) generate interest forthe upcoming 2nd episode.

Sample Tweets:

CAMPAIGN OVERVIEW AWARENESS CAMPAIGNNBC COMMUNITY


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33

CAMPAIGN

PERFORMANCE

PUBLISHERS

PARTICIPATED IN THE

CAMPAIGN.

4xINCREASED NUMBER OF

CONVERSATIONS TAKING PLACE

ABOUT @NBCcommunity.

IN COMPARISION: IN-STREAM ADVERTISING VS. DIGITAL DISPLAY

1% - 3.33%AVERAGECTR (CLICK-THRU-RATE) FROM THE CAMPAIGN.Note: CTR is based on overall follower count. Meaning thatactual CTR is much higher since not every follower (i.e. Twitteruser) was using Twitter at the time the messages wentthrough.


Digital Display Advertising*: 1,000,000 impressions x 0.19% CTR = 1,900 clicks

In-Stream Advertising: 1,000,000 impressions x 1.00% CTR = 10,300 clicks



*average digital display campaigns deliver a .19% CTR, via eMarketeer

HIGHEST INDIVIDUALCTRPerformance targeting was deployed12.8%6.5millionNUMBER OF FOLLOWERS

REACHED IN THIS CAMPAIGN


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RETWEETS & NEGATIVE

REACTIONS

FOR EVERY 1 TWEET PLACED IN THE STREAM, 3 ORGANIC

TWEETS (RTS) WERE CREATED. 100+ RETWEETS

REACHED OVER 1.9 MILLION ADDITIONALFOLLOWERS.

0NUMBER OF NEGATIVE TWEETS

ASSOCIATED TO THIS CAMPAIGN.**As observed on search.twitter.com


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Generated buzz and awareness on Twitter

for the MSN Facebook application. Targetedmessages (aka Tweets) delivered bit.ly

links with conversation tracking pixels that

drove users to the MSN Olympics Facebook

application. Conversion pixels lived within

the Facebook application and recorded

conversions once users installed the

application.

Conversion pixel

CAMPAIGN OVERVIEW CONVERSION CAMPAIGNMSN OLYMPICS

34%CONVERSION RATE OF FACEBOOK

APPLICATION ADOPTION.

PERFROMANCE:


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DEREK REYVice President of Sales & Media - Adly Inc.

(web) www.ad.ly - (e) [email protected] - (p) 310.910.1012

Thank YouPrepared by:

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Adly Media Kit 0410