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Connecting With Customers Across Social Networks Ad Age Data Conference 2015
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Social Advertising is Coming of Age
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Social Platforms: ReachUsers of social media services
1.5 Billion
316 Million
400 Million
100 Million
463 Minutes
187 Minutes
220 Minutes
102 Minutes
Time spent monthly on phone apps
Campaign Objective Facebook Twitter Pinterest Instagram
Engagement Page Post Photo AdPromoted Image Tweet Promoted Pin
Video AdsMulti-Photo Gallery Card Cinematic Pin
Offsite Traffic & Conversions
Page Post Link Ad Website Card
Rich Pin Link AdsDomain AdPromoted Image Tweet with Link
Carousel Link Ad
Reach Reach and Frequency Any ad type based on content Any ad type based on content
Fan or Follower Growth Fan Ad Promoted Account Promoted Pin
App Install or EngagementMobile App Ad
Mobile App Install Ad Rich Pin Mobile App Install AdsCarousel Link Ad
Video Video Page Post Video Card N/A Video Ads
Unique Objective (Event, etc.) i.e Event Ad, RSVP, etc. i.e. Add to Calendar, Polling, etc. Rich Pin
All Buy Button Buy Button Buy Button
MAPPING SOCIAL STRATEGY IS COMPLEX
INSERT FULL PAGE IMAGE FROM SUNOCO CAMPAIGN
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Facebook users are in sharing mode:
1.5B+ monthly users, globally
968M daily active users
72% of online American adults use Facebook
Facebook users are 53% female and 47% male
29.7% of users are between 25 to 34
300M+ photo uploads per day
40M+ small business pages have been created
Source: Business Insider, Facebook, eMarketer, DMR, Pew Research Center, Gizmodo, Fortune
1.5B+MONTHLY
USERS
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The three month Facebook campaign kicked off with a teaser video.
The campaign targeted around specific racing events, with new videos and images, each one highlighting a different race car driver and introducing Burnt Rubbèr.
As the campaign progressed, creative was refreshed with a mix of four unique videos and five still images.
Sunoco on Facebook
4.44% FB Photo Post
CTR
39.4% Action Rate on
Video
15% Completion Rate
on Video
RESULTS
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Indianapolis 500
NASCAR on Fox
Sunoco
Racing games
NASCAR Racing
QUALITY TARGETING: TRENDING
ExxonMobil IndyCar Series
Automotive
Auto racing
American Speed Association
FACEBOOK FAN RESPONSE
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Twitter users are sharing in real-time:
316M+ monthly users, globally
100M+ active users daily
500M+ tweets sent per day
23% of users are within the US
80% of users are on mobile
Twitter is most used in Asia and Pacific area (35%), North America (22%) and Western Europe (15.9%) and supports 35 languages
37% of Twitter users will buy from a brand they follow
Source: Twitter, DMR, Digital Information World, Social Media Today, Ad Week
316M+MONTHLY
USERS
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Real-time tweets were promoted directly from the account handles of the race car drivers featured in the campaign.
This ‘white listing’ feature on Twitter is a great way to let fans connect directly with the race car drivers featured in the campaign.
Creative included a mix of three text posts, six photo posts, and three video posts.
Sunoco on Twitter
8500 Site Visits
2100 Follows
4200 Favorites
RESULTS
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@nascar
#daytona500
@courtneyforce
@JimmieJohnson
@GrahamRahal
QUALITY TARGETING: TRENDING
#NHRA
#NASCARGOESWEST
Automotive
Auto racing
#WINTERNATS
TWITTER FAN RESPONSE
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Instagram users are seeking inspiration:
400M+ monthly active users, globally
100M+ monthly active users in the US
40B+ photos posted to date
80M+ photos shared daily
3.5B likes, daily
Considered the most important social network by ages 18-29
Source: Instagram, eMarketer, Business Insider, Wired, Pew Research Center
400M+MONTHLY
USERS
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The brand was among the first to test the new Instagram advertising opportunity to engage a new audience in an unexpected place.
Initial test of 2 weeks
Sunoco on Instagram
16.3% Action Rate
RESULTS
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Pinterest users are in acquisition mode:
100M+ monthly users globally
79M+ users in the US
44% are women between 18-64
50B+ pins served and 1B+ boards created, up 250M since 2014
47% of US online consumers committed to purchases based on recommendations from Pinterest
45% of millennial Pinterest users have purchased a product after pinning it
Pinterest accounts for 25% of retail referral traffic
Moms share 2x more than the average user
Source: Pinterest, eMarketer, Marketing Land, ComScore
100M+MONTHLY
USERS
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Sunoco on Pinterest
STAY TUNED!
Q3 SOCIAL TRENDS REPORT
SNEAK PEEK
Q3 KINETIC SOCIAL TRENDS REPORT: FACEBOOK VIDEO ADS
Mobile surpassed desktop in both performance and eCPC in Q3 by a considerable margin, with the CTR being an entire percentage point higher. Q3 VIDEO CTR & eCPC - MOBILE vs DESKTOP
0.00% $0.00News feed on desktopNews feed on mobile
0.50%$0.05
1.00%$0.10
1.50%
$0.15
2.00%
$0.20
$0.25
2.50%$0.30
3.00%$0.35
3.50%
$0.40
$0.45
eCPC CTR
Q3 KINETIC SOCIAL TRENDS REPORT: FACEBOOK VIDEO ADS
As suspected, video length is heavily correlated with completion rates, with considerable drop-off for any videos longer than 30 seconds. We recommend advertisers should therefore focus on engaging and impactful short form video messaging.
Q3 VIDEO VIEWS 100% COMPLETION BY VIDEO LENGTH
15 sec 30 sec 1 min 2 min 3 min > 3 min0%
10%
20%
30%
40%
50%
60%
70%
TotalClick to PlayAuto-Play
Q3 KINETIC SOCIAL TRENDS REPORT: FACEBOOK CAROUSEL ADS
We see roughly a 10x increase in link click CTR when using carousel ads vs. non-carousel ads.
Q3 PERFORMANCE COMPARISON OF CAROUSEL vs NON-CAROUSEL - LINK CLICK CTR
0.00%
Jul Aug Sep
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
Carousel Ads - Link Click CTR Non-Carousel Ads - Link Click CTR
Q3 KINETIC SOCIAL TRENDS REPORT: TWITTER VIDEO ADS
Twitter's video ad product has become increasingly popular. The vertical seeing the lowest cost per video view in Q3 was Telco ($0.05), with CPG following closely behind with a $0.07 CPV.
NOTE: Categories represent those in which Kinetic ran campaigns during Q3 2015
B2B
CPG
Educa
tion
Fin
anci
al Serv
ices
Hom
e &
Gard
en
Insu
rance
Sty
le &
Fash
ion
Telc
o
Tra
vel &
Tourism
$0.00
$0.04
$0.08
$0.12
$0.16
Q3 COST PER VIDEO BY VERTICAL
