adtech sf 2012 facebook how display works differently by appssavvy and optimedia
TRANSCRIPT
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Chris Cunningham, co-founder and CEO of appssavvy
Denise Leone, associate media director of Optimedia
Changing the Dynamic for Display in the Social Landscape
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Traditional display is a useful massive reach tool
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We’ve been conditioned to avoid display advertising real estate
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The result is lower impact and devalued media investments
“43% of users ignore
online display ads”
December 2010 /
“31% of 1.7B (tested) ad impressions were never in view”
January 2012
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So, is Facebook more of the same? (Yes!...but)
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Facebook’s focus on people and their experiences has opened the door to new ways to advertise to consumers
share photo
message friends
send gift
complete mission
play game
vote/poll level up
download song
set status
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To capture this trend, we built a new ad technology platform
we reach your audience
across multiple publishers
when they perform activities
to drive action & performance
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New, high-impact placements we create with our publishers. The answer to traditional display (demo video)
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Native to the environment, delivered in a natural break in the consumer experience (demo video)
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Delivering creative impact and results across brandsaverage 5.8% interaction rate
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Case Studies
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• Challenge– While Payless has relatively strong overall
brand awareness, establishing a relationship with a younger female audience was the challenge
• Objective– Drive awareness of Payless Brash – a new
line targeted to junior women, encouraging brand loyalty
Case Study:
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Payless Brash on adtivity
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Industry Average
InteractionRate
(video view, hover, etc.)
4.14% 3.4%
Video Completion
Rate 57.2% 44.2%
Clicks to Facebook share
vs. total clicks 12% N/A
Sources: Payless Brash campaign data 11/3/11 – 11/20/11; Google benchmarks, March 2012
Brash content delivered to an engaged teen girl audience, driving strong interaction with the brand and social buzz!
Results
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• Challenge– Denny’s is significantly outspent by QSR
competitors and as a result is not top-of-mind or considered especially relevant for socially-driven audiences.
• Objective– Drive awareness of Denny’s Let’s Get Cheesy
initiative, building brand relevance socially-savvy audience, ultimately encouraging visits to Denny’s.
Case Study:
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Denny’s on adtivity
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Industry Average
CTR 0.83% 0.09%
Sources: Denny’s campaign data 9/6/11 – 10/30/11; Google benchmarks, March 2012
Results
Denny’s Let’s Get Cheesy messaging delivered to the most engaged audience, driving strong engagement vs. industry benchmarks
9x
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Thank You!
Chris Cunningham
Co-founder and CEO
T: @chrisappssavvy
Denise Leone
Associate Media Director
T: @deniseleone