Social advertising ch-ch-changes:

What you need to know part 2Pinterest, G+, Instagram, Foursquare,

Snapchat, Tumblr

Ian Mackie – Point It | ianm@pointit.com

Brooke Anglés – ADMOSIS Media | brooke@admosismedia.com

Logistics

• Webinar is being recorded.

• A link will be emailed within 24 hours.

• Feel free to ask questions during the

webinar via the chat option.

Any unanswered questions will be responded to following

the webinar.

Who is Point It?

• Founded in 2002

• Seattle-based digital marketing agencyPPC

SEO

Social advertising

Website development

Mobile marketing (app discovery)

• $40 MM in managed media each year

• Servicing clients across all verticals

and revenue modelsMicrosoft Store

Rhapsody

At&t

SCOTTEVEST

Docusign

sharebuilder

ADMOSIS

1: effortless absorption or diffusion of a brand message

resulting in a desire to patronize or buy.

ADMOSIS: noun \əd-ˈmō-səs

Brooke Anglés

Obsessed with targeting & creative,

Brooke leads a swat team of social

advertising experts.

#brandsbestfriend #1MMfans #srsly

Caitlin Angeloff

Caitlin is a master of strategic social

integration who likes to catch &

collect bottles full of lightening.

#digitalseamstress #GSD

Who is Admosis Media?

ADMOSIS

ADMOSIS is changing the ways brands think about advertising

- Brooke Angles, Founder

Ads that don’t feel like ads are the future.

Frictionless, super-relevant & sharable brand assets are the equivalent of paddling out to ride the wave of conversation vs. trying to manufacture the wave yourself.

We’ve helped brands like these paddle out and ride the wave:

ADMOSIS

2014 Trends & Themes

Mobile

Future consumer

Images over copy

Statistical techniques

ADMOSIS

Mobile

• Mobile behavior drives trends in consumption

behavior and form factors.

• Accessibility is driving the growth of these new

channels.

• Location becomes the new cookie and drives

relevance.

• Image-driven, short-form copy drive mobile

content.

• More than 75% of Pinterest usage happens on

mobile.

• SnapChat, Foursquare, Instagram are mobile

first platforms.

148 million US users own smartphones and that number grows

daily. Social advertising offers a simple and effective way to reach

your audience on mobile.

ADMOSIS

Future Consumer

Dominated by tablet users, 84% of users are women with income falling higher than most platforms.

68% of users are women with 37% of users falling between 18-29 yr olds.

Most male-oriented of the major social networks, 70% male.

26% of users are between 18-29 yrs. old, with less than 5% of users with income over $30K.

60% of users are male with 42% of users between 30-43 yrs old with some college and income closer to $50K.

Strong with teens and young adults in self expression, only 8% of users with income over $75K.

ADMOSIS

Rise of the Visual Social Platforms

• Listen – your current and future

customers are already on these

channels. You’ll have to speak a

more visual language if you want to

compete.

• Expand – be rigorous in

measurement of social on business

impact.

• Prepare – more contextual

marketing is just around the corner.

More than just a pretty face, images are becoming

increasingly critical.

ADMOSIS

Unsubscribe from Vanity Metrics

• Correlation – compare two data sets to determine if there is a

relationship.

• Trend analysis – search for patterns within a given timeframe to help

predict future events.

• Segment comparisons – compare different segments for patterns of

behavior.

• Conversion attributions – directly measure contribution to

conversion events and business KPIs.

• Content analysis – analyze language and engagement for

performance trends and customer preferences.

Understanding what your business KPIs should drive what

channels you invest in and what variables you solve for.

Channel by Channel Breakdown

ADMOSIS

What’s up @PinterestPinterest Ad Status:• Ad products, Promoted Pins, still in beta

• Native ad strategy similar to Twitter, almost identical

to the normal pins except for a “Promoted Pin”

disclaimer.

• Pinterest started alpha testing Promoted Pins last

Fall with a select group of advertisers including Four

Seasons Hotels, Unilever brands, Hellman’s and

TRESemmé.

Pinterest Pricing Model:• Cost-per-thousand impressions model or a cost-per-

click model, depending on goals.

• The “CPM” will be approximately $30.

• Pinterest is seeking a six-month commitment, with

each brand spending approximately $150,000 per

month (nearly $1 million total).

• Ads targeted by search keywords will be priced on a

“CPC” basis.

• Ads placed in “Everything & Popular Feeds” will be

priced on a CPM basis.

What’s up @Pinterest

Targeting:

• Promoted pins can be targeted to

specific searches.

• 32 different categories: Example:

kittens, cars or tatts.

• Location:“US only,” “user location”

and “metro-city level” etc.

• Device: Android smartphones,

Android tablets, iPhones, iPads

and desktop or mobile Web.

• No plan for age targeting in first

launch of ads.

Performance

• Pinterest traffic results in a 1.56%

conversion rate, followed closely

by Facebook’s 1.13%.

ADMOSIS

Takeaways & PredictionsTakeaway:

• Pinterest is an increasingly important platform, especially in retail and travel.

• Their unique take on social creates equally unique opportunities for brands.

• Google has a massive repository of images but they are neither sponsored nor

socially engaging.

What’s Next:

• More effective analytics.

• Further development of the interest graph

(organization of images by users, brands and

Pinterest into different interests. Potentially

increasing brand exposure).

• Creation of “Hubs” specifically targeting different

demographics. The first, pinterest.com/teachers,

just made its debut.

• Releasing an API.

• Video pin strategy in June.

• Product Pins in the Gifts Feed will likely become a

key advertising opportunity for retailers.

ADMOSIS

What’s up @Google+Google+ Ad Status:

• G+ will remain ad-free within the platform.

• Ads allow you to turn Google+ posts into display ads

that run across the Google Display Network (over 2MM

sites)

• People can comment, follow, give a +1, or join a

Hangout right from an ad. The Hangout On Air ad format

allows brands to broadcast live conversations across

the web.

• In addition, users will be able to see how many followers

a brand has on G+ (social context).

• Brands using +Posts ads include Toyota USA, Ritz

Crackers, and Cadbury UK.

• Post ads are still in Beta, but Google is relatively lenient

in which clients can participate.Min 1K followers

Google+ Pricing Model:

• Advertisers only pay when a user hovers over the ad for

2 seconds, which will cause it to expand on the screen

• Average expansion rate is 3.04%

• Average CPE is $0.33

ADMOSIS

What We’re Seeing

• Avg CTR over 5% (very high compared to standard GDN of .1% - .5%)

• Avg CPC hovering around $0.10!

ADMOSIS

Why @Google+

Takeaway:

• Different than any other social unit! Huge

potential with the ability to act as an

interactive display ad by monetizing

outside of the platform.

• Seamless integration with AdWords

• Massive reach on Google Display Network

• Target based on demographics, affinities

and contextual data (keywords, topics)

• Ability exclude Display Network categories

of sites, content, or ad placements where

you don’t want to show your ads

ADMOSIS

What’s up @Instagram

Instagram Ad Status:• Ad program still in beta available to select

brands.

• Goal is a native look and feel for ads to not

disrupt user experience.

• Built for mobile.

• Early results show promise: 32% incremental lift

in brand recall.

Instagram Pricing Model:• Instagram, much like Pinterest, is pitching ads on

a CPM cost structure which would make a month-

long buy very costly, potentially up to the six-

seven figure range (Low to high range is

$350,000 to $1 Million).

• Instagram does not currently have a rate card set

in place.

ADMOSIS

Takeaways & Predictions

Takeaway:• Instagram is one of the fastest-growing social platforms.

• New challenges arise with a shift to image-centric over

copy-centric.

• Visual element could lead to more advertisers gravitating

towards the service if the right tools are put in place.

• Best for upper funnel (right now!).

What’s Next:

• With more visual ads entering the marketplace, ad prices

may drop.

• Targeting capabilities from Facebook will bleed over to

Instagram profile

ADMOSIS

What’s up @FoursquareFoursquare Ad Status:

• Location is the new cookie for utilizing Foursquare real-

time marketing.

• Foursquare offers more than badges / gamification, it

offers users intelligent local recommendations.

• Foursquare analyzes proximity, intent and likelihood to

engage to determine targeting.

• Smart-pings (push notifications) can be sent when the

app is closed without killing batteries.

• Ad types are Promoted Updates and Post Check-in ads.

Foursquare Pricing Model:

• Advertisers bid for a set number of user actions (eg.

check-ins to a venue).

• You only pay if someone acts on your ad – either by

tapping to see your business details or by checking in at

your business.

ADMOSIS

Takeaways & PredictionsTakeaways:

• Great option for small local business owners since

there is a low barrier to participate.

• Targeting can leverage historical check-ins.

• Foursquare content has a long shelf-life.

• Cost structure allows you to only pay for key actions.

What’s next?

• Could prove to be a good alternative for daily deals

for small businesses.

• Analytics/forecasting tools have some catching up to

do and support is tied directly to the size or cache of

the advertiser.

• Foursquare will continue to integrate with other apps

like Waze.

ADMOSIS

What’s up @SnapchatSnapChat Ad Status:

• As privacy controls are lacking on other social

media platforms, users are switching to Snapchat.

• Currently, no ad products released.

• Companies exploring competitive ways to use

Snapchat via the Stories function include HBO,

NPR, Taco Bell, New Orleans Saints, Seventeen

Magazine.

At this time, there is no speculation on the price model

for SnapChat.

ADMOSIS

Takeaways & PredictionsTakeaways:

• Images “snaps” only last for a 10 second maximum,

but stories can last longer.

• Payout and the lasting effect of the app is uncertain.

• Uncertain how performance of posts will be tracked.

• The recent influx of spam snaps encouraged users to

get snaps from “Only My Friends”, making ad serving

difficult.

• Additionally, the “Find Friends” backlash has

prompted users to be weary of entering their phone

numbers due to privacy concerns.

Predictions

• Potential plan to monetize via a paid app + a

premium for analytics tools.

• Big brands like Google will continue to eyeball SC.

ADMOSIS

What’s up @TumblrTumblr Ad Status:

• Yahoo Ads Manager powers Tumblr ads.

• Native advertising in the form of

sponsored:

• Mobile Posts

• Web Posts

• Radar

• Spotlight (featured to right)

• Ads are denoted with the money symbol.

Tumblr Pricing Model:

• Tiered buying system designed to give

small and medium-sized businesses

access to Yahoo’s ad products, including

native and display.

ADMOSIS

Why @TumblrTakeaway:

• Discoverability is still an issue on

Tumblr, but steps are being put forward

to sort out those issues.

• Studies show Tumblr drives 2nd-

highest RPV behind Facebook.

ADMOSIS

Summary

• Pay less attention to the nuances of each new platform and more

about what they signal for the future of the social ecosystem.

Mobile

Native

Visual

• Let your business goals, optimal audience composition and life

cycle drive your channel investments.

• Keep an eye out. Platforms are in a war for eyeballs and will iterate

rapidly.

• Consider your users today and who your users will be in the coming

years. Start planning and planting seeds organically now so that

you’re well-poised for paid opportunities.

• Test and learn.

ADMOSIS

Questions?

Thanks for joining us today!

ADMOSIS

Connect with Us

www.admosismedia.com

facebook.com/AdmosisMedia

Brooke Angles

brooke@admosismedia.com

425.533.4995

Caitlin Angeloff

caitlin@admosismedia.com

206.790.4773

Ian Mackie

ianm@pointit.com