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Facebook, Instagram and Twitter are among those platforms building out targeting products and improving native offerings, enabling the platforms to be better for direct response ads. As the ability to drive traffic within social platforms programmatically improves, more platforms are likely to follow. In this session, Megan Pagliuca, vp and gm of display media for Merkle, will discuss the evolution of media planning and its relationship with social platforms.
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© 2014 Merkle. All Rights Reserved. Confidential
Social Platforms = Direct Marketing Platforms
© 2014 Merkle. All Rights Reserved. Confidential2
Agenda
» The state of social platforms» Necessary features for scale» Challenges in adoption» Results» How to take advantage of the opportunity
© 2014 Merkle. All Rights Reserved. Confidential
Facebook defined the playbook for social media
Paid Media within the platform
Off-Platform Network
Paid Media to the site or
store
Audience Scale
Earned Media
1
2
3
4
5
TH
E P
LAY
BO
OK
© 2014 Merkle. All Rights Reserved. Confidential
The platforms are evolving quickly
Audience Scale
Paid Media within the platform
Off-Platform Network
Earned media
Paid Media to the site or
store
Size of Opportunity to Drive Sales
1 2 3 4 5
???
© 2014 Merkle. All Rights Reserved. Confidential
Paid media becomes necessary for brands
Organic Reach
Down to 6%
© 2014 Merkle. All Rights Reserved. Confidential
Necessary features for platform evolution
Platforms must have targeting products, tracking capabilities and innovative formats in order to be a scalable platform for direct marketing
Targeting products leveraging the platforms proprietary 1st party data and ability to leverage
advertiser 1st party data is necessary
Targeting
Formats are larger rich media units natively placed
within relevant content
Innovative Formats
Enabling basic tracking like a conversion pixel is
necessary and cross device identification is
the future
Tracking
© 2014 Merkle. All Rights Reserved. Confidential
40X -50X higher click rate
Native ad formats
© 2014 Merkle. All Rights Reserved. Confidential
Targeting
Custom Audiences & Tailored Audiences#1 source of new customer acquisition in media budget
INTEREST BASED
CUSTOM AUDIENCES
CO
ST
PE
R O
RD
ER
43
100
57% MORE EFFICIENT
-57%
Consistent results across Insurance, Retail, Telcom, and Banking
© 2014 Merkle. All Rights Reserved. Confidential
Tracking
NOT PERFECT BUT BETTER
© 2014 Merkle. All Rights Reserved. Confidential
Social results for Nespresso
Facebook:
#1 Overall Source of Traffic to Website = Facebook Paid Social
#1 Source of “New” Visitors = Facebook Paid Social
#1 Display Prospecting Prospecting Tactic = Facebook Paid Social
CRM CUSTOM AUDIENCES
INTEREST BASED
CUSTOM AUDIENCES
CO
ST
PE
R O
RD
ER
57
100
43% MORE EFFICIENT
-43%
Twitter:
Sustained 5-10% Engagement Rates
Product Card Drives Qualified Traffic -- 2x Higher Conversions Per Visit
Website card beta in progress
Vine increases purchase intent
© 2014 Merkle. All Rights Reserved. Confidential
Challenges in brand adoption
» “Social Jail”» Niche -> Broad Reach» “Move fast and break things.
Unless you are breaking stuff, you are not moving fast enough”
Source: Comscore; W 25-54, HHI $100k
© 2014 Merkle. All Rights Reserved. Confidential
Excited about Pinterest
12
© 2014 Merkle. All Rights Reserved. Confidential
What does this mean for you?
» Services‣ In house vs agency‣ Optimization is different‣ Thought leadership
» Creative - More concepts, more personalization, faster iteration» Technology
‣ sPMD is the new DSP‣ Managing and actioning on customer data (PII) with privacy and
compliance as the priority
© 2014 Merkle. All Rights Reserved. Confidential
Thank You!
merkleinc.com
Megan PagliucaGeneral Manager & VP of Digital Media@[email protected]
