olive media "reaching social influencers and their listeners through rtb"
DESCRIPTION
Presented by Ray Philipose, VP Performance at Olive Media at IAB Canada's X-Series: RTB conference in May 2013.TRANSCRIPT
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Reaching Social Influencersand their Listeners
Ray Philipose, VP Performance
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Olive Media’s RTB Capabilities
Technology
Data Management
Platform
1. Programmatic Buying (RTB)
2. Exclusive Inventory Access
3. Ad serving
4. Granular Reporting
Media
Olive Private Exchange
Exclusive premium inventory
AppNexus Google Ad Ex Rubicon
PubMatic AdMeld
Data
Olive Search Retargeting
(Exclusive data)
Olive Behavioral (Exclusive data)
Integrated 3rd party data
Campaign Manageme
nt
End to end campaign
management & optimization
RTB – Bid management
Brand protection policies
Renowned service
Social Targeting(Exclusive data)
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What We’ll Cover
1. Who are Social Influencers and Listeners?
2. Why reach them?
3. How do people share online?
4. How advertisers can reach social influencers and their listeners through RTB?
5. How is this different from advertising on the Facebook Exchange
6. Does it work?
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1. Who are Social Influencers and Listeners?
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ListenerInfluencer
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2. Why Reach Them?
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The Power of Sharing
Sharing is one of the most intimate andmost global of human behaviors.
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People Share What’s Important
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People Pay Attention to their Friends
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People Influence Decisions
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90%listen to friends1
50%more engaged2
5xhigher intent3
Influencers and Listeners are Valuable to Marketers
1- Nielsen2- ShareThis
3- Emarketer
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for
It’s valuable to be connected to conversation
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3. How do People Share Online?
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How People Share
• Sharing generates 10% of all Internet traffic (Canadians share 30 billion pieces of content each month1)
• Facebook is the largest sharing channel at 38%, but by no means the only one, with email accounting for 17%.
1Hermida et al., ‘hare, Like, Recommend: Decoding the social media news consumer, Journalism Studies, iFirst, March’122- ShareThis Internal Research
CLICKING ON LINKS BY SHARING CHANNEL 2
38%
17%Twitter
11%
Other(Bookmarking,Blogs, etc)
34%
Sharing is 31% of
site referral traffic!
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46%
Arts & Entertainment 65%
Music 64%
VideoGames
Business & Investment
40%
Health & Science
54% 31%
Facebook Other Social
Twitter Email Other
5%
Sharing by Content Vertical
2%
34%
31%
29%
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4. How to Reach Influencers and Listeners (via RTB)?
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How it Works
The Share1
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How it Works
The Sharing Insight2
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How it Works
Tracking the Listener3
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How it Works
Reaching Influencers & Listeners4
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How Social Data Differs from Traditional Data
TRADITIONAL DATAWITH THE POWER OF
SOCIAL DATA
Age
Where they live
What they search for
Past behavior
What they love based on what they share
Who they influence and who they listen to
Who else is like them
Which channels they use for sharing
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5. Is this the Same as Advertising on FBX?
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Social Targeting BXF
Data Sharing Data X
Inventory
Web XVideo XFacebook Exchange
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6. Does it Work?
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Pre-Roll Video Case Studies
HIGH END OUTDOOR CLOTHING BRAND
Campaign Goal: High CTR
Performance Goal: High CTR
ShareThis Results:
• CTR: above 2.5%
Campaign Goal: Awareness of new vehicle launch
Performance Goal: Completion Rate and CTR
ShareThis Results:
• CTR: 1.01%
• Completion Rate: 75%
LEADING AUTOMOBILE BRAND
Campaign Goal: High completion rate
Performance Goal: 75% - 80%
ShareThis Results: Best on plan
• CTR: 0.48%
• Completion Rate: 90%
PROMINENT ONLINE CONTENT NETWORK
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CPG Case Studies
Campaign Goals:
• Drive Video Completion Rate above 50%
•Traffic driven to client’s Facebook pageProduct: Pre-roll VideoPerformance:
• Completion Rate = 70%, 80% for the second half of the campaign after optimizations
• Clicks driven to social pages = 82,610
Popular Yogurt Brand Frozen Foods/AppetizersCampaign Goals:
•Reach female meal planners across video and standard display
•Drive Traffic to client’s site with CTR .15%+
Products: Pre-roll, Mobile, Display
Performance:
•Pre-roll Video CTR = .50
•RM/Display CTR = .17%
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Automotive Performance and Benchmarks
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Honda Accord Launch - Top 2 Partner• Consistently exceeded CPA goals for national auto campaign• KPI’s include: Cost per Build, Cost per Lead, Info Requests, Site Actions• Led the campaign with the highest rich media interaction rates
General Benchmarks*In-Market• Avg Cost per Action: ~$2.00 - $3.30 range• Avg. Cost per Lead: $400 - $600• Avg RM Interaction Rate: 1.8%
DR• Avg. Cost per Purchase: Exceeding goals by 25% - 30%• Avg. Return on Ad Spend: Exceeding goals by 30%• Avg Cost Per Action: Exceeding goals by 40%
*Benchmarks will vary based on OEM and product line
Nissan In-Market - #1 CPA Performer• Drove the lowest CPA based on in-market metrics• Cost Per Lead metric was lowest on the campaign• 1.5x higher interaction rate than competitors
Kia Rio - Consistent Performance• Quarter over quarter top 3 partner for lifestyle initiatives• Driving 2-3x higher interaction rates and site visits than campaign averages
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for
Questions?