A Look at Social Display Ads

Where Paid Meets Earned

Eli Goodman – comScore Inc.

Media Evangelist @ LosBuenos

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Agenda

The Growing Social Display Market

Advertiser Interaction through Social Media

Analyzing Paid Social Display Advertising

Case Study: Bud Light

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The Growing Social Display Market

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Increasing advertisement on Social Networking sites

* comScore Ad Metrix (US data)

Nearly 1 trillion YTD impressions on SN Sites*

43 of the top 100 display advertisers publish >20% of

their impressions on SN Sites in August 2011*

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Increasing advertisement to drive brand interaction through SN Sites

* comScore Ad Metrix Social (US data)

**Google's Seven Display Ad Predictionshttp://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=136685

34 of the top 100 display advertisers published ads that clicked through to SN

sites in August 2011*

Nearly 3B display ad impressions would click through to SN Sites in

August 2011*

Google predicts that “75% of ads will become socially

enabled” by 2015**

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Advertiser Interaction Through Social Media

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Social Networking sites provide a platform for advertisers to easily engage with consumers

Contests, real-time updates, promotion and cross-promotion

to a massive audience all possible through Social Media

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Building an advertiser’s voice through social media means driving users to social sites or using social sites to drive them elsewhere

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What are Social Ads?

Socially Enabled Ad

Drive advertiser engagement to social media

Socially Published Ad

Advertise through social media such as Facebook

All social ads seek to drive brand awareness and interaction

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Analyzing Paid Social Display Advertising

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Some advertisers heavily drive brand interaction to social media

* Ad Metrix Social (August 2011) US data

Advertiser (US) Total Internet Impressions (000)*

Socially Enabled Impressions (000)*

% Composition Socially Enabled Ads*

Mars Incorporated 1.0B 297M 29.5%

Kraft Foods Inc 558M 179M 32.1%

Energizer Holdings, Inc. 304M 101M 33.4%

General Motors Corporation 2.2B 97M 4.3%

Procter & Gamble 2.5B 92M 3.7%

JPMorgan Chase & Co. 749M 74M 9.9%

Groupe Danone 87M 68M 78.1%

Sara Lee Corporation 131B 62M 47.1%

Unilever 602M 53M 8.8%

MillerCoors LLC 377M 52M 13.9%

Groupe Danone heavily used socially enabled ads in August to encourage users to interact with its brand through Facebook

Mars delivered the most socially enabled ads in August (about 297M impressions)

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Other advertisers heavily use social media to encourage brand interaction elsewhere

* Ad Metrix Social (August 2011) US data

Advertiser (US) Total Internet Impressions (000)*

Socially Published Impressions (000)*

% Composition Socially Published Ads*

AT&T Inc. 13B 3.9B 30.0%

Experian Interactive 7.5B 1.7B 22.6%

IAC - InterActiveCorp 3.5B 1.3B 38.8%

Google Inc. 4.8B 1.3B 26.0%

Netflix, Inc. 3.3B 720M 21.5%

Walt Disney Company 2.2B 617M 27.5%

Blizzard Entertainment Inc. 2.1B 594M 28.4%

Microsoft Corporation 4.1B 592M 14.6%

Procter & Gamble Co. 2.5B 512M 20.6%

American Express Company 2.4B 498M 21.2%

Nearly 40% of all impressions delivered by IAC (Match.com, Zwinky, etc.) were

delivered on social networking sites in August.

AT&T published the most ads on social networking sites in August with nearly 4B

impressions delivered

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Granularity is Key

* Ad Metrix Social (August 2011) US data

Mars Incorporated297M SE impressions

30% SE comp

3 Musketeers

12M SE Impressions46% SE comp

Combos33M SE Impressions

77% SE comp

Mars Worldwide

182M SE impressions 25% SE comp

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Case Study:

Understanding Paid Social Advertising for Bud Light

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Where do Bud Light drinkers visit online?

* comScore Segment Metrix (Kantar CPG Segments)

Publisher (July 2011) Total Unique Visitors (000)*

% Reach* Composition Index UV*

Total Internet 9,664 100% 100

Yahoo Sites 8,642 89.4% 108

Google Sites 8,629 89.3% 105

Microsoft Sites 8,222 85.1% 105

FACEBOOK.COM 8,127 84.1% 112

AOL, Inc. 5,283 54.7% 112

Publisher (August 2011) Total Unique Visitors (000)*

% Reach* Composition Index UV*

Total Internet 9.647 100% 100

Google Sites 8,564 88.8% 105

Yahoo! Sites 8,480 87.9% 107

Microsoft Sites 8,147 84.5% 103

FACEBOOK.COM 7,879 81.7% 109

AOL, Inc. 5,261 54.5% 108

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Bud Light Display Ad Activity

Chart Source: comScore Ad Metrix (US data)

What have they been doing in display advertising?

How much advertising has been social in nature?

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Top Bud Light Social Ad Publishers

* comScore Ad Metrix Social (US data)

Publisher (July 2011) Total Impressions (000)*

Socially Enabled Impressions (000)*

Socially Published Impressions (000)*

Total Internet 112,382 100,877 65,681

FACEBOOK.COM 65,681 64,678 65,681

Google Sites 17,680 17,514 0

Microsoft Sites 5,624 3,002 0

Univision Communications Inc 2,082 1,507 0

CraveOnline (Evolve Media Corp.) 2,077 2,077 0

Publisher (August 2011) Total Impressions (000)*

Socially Enabled Impressions (000)*

Socially Published Impressions (000)*

Total Internet 53,781 31,711 10,440

Google Sites 11,033 10,638 0

FACEBOOK.COM 10,212 10,011 10,212

AOL, Inc. 8,887 2,585 0

NFL Internet Group 3,565 0 0

CHACHA.COM 3,105 0 0

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Bud Light’s Port Paradise 4 campaign centered around social

This summer Bud Light promoted Port Paradise 4 from June through August

– Sweepstakes-centric campaign for a cruise/concert in the Bahamas

Bud Light heavily advertised on sites where current Bud Light drinkers visit

– 86% of July impressions (72% of July ad spend) were on one of the top 30 publishers visited by Bud Light purchasers

– 68% of August impressions (52% of August ad spend) were on one of the top 30 publishers visited by Bud Light purchasers

Bud Light display impressions were heavily social during this campaign

– Nearly 90% of July impressions and nearly 60% of August impressions were socially enabled– Nearly 60% of July impressions and nearly 20% of August impressions were socially

published– Reduction in social advertising coincided with the end of the Port Paradise 4 campaign

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Ultimately, Bud Light got lots of paid exposure

* comScore Ad Metrix Social (US data)

Over 26M exposed UVs across 29 publishers in July*

Over 16M exposed UVs across 31 publishers in August*

So what else did the paid social advertisement do for

Bud Light?

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Bud Light’s Facebook Presence Spiked

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Paid Social led to Earned Social

Chart Source: comScore Social Essentials (US Data)

Bud Light fans were engaged significantly more at the peak of the paid social ad campaign

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Key Takeaways

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Key Takeaways

Advertisers are increasingly using social media to engage

their customers

Social display ad strategies can combine publishing on social sites and directing customers to social sites to ultimately promote brand

awareness

Social-specific tools are needed to fully analyze and act

intelligently in the growing “social” advertising environment

Eli Goodmanegoodman@comscore.com @ LosBuenos