social advertising changes - part 2. instagram, pinterest, foursquare, google+ and tumblr

7/22/2019 Social Advertising Changes - Part 2. Instagram, Pinterest, FourSquare, Google+ and Tumblr

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Social advertising ch-ch-changes:What you need to know part 2

Pinterest, G+, Instagram, Foursquare,Snapchat, Tumblr

Ian Mackie – Point It | [email protected]

Brooke Anglés–

ADMOSIS Media | [email protected]



Logistics

• Webinar is being recorded.• A link will be emailed within 24 hours.

• Feel free to ask questions during the

webinar via the chat option. Any unanswered questions will be responded to following

the webinar.



Who is Point It?

• Founded in 2002

• Seattle-based digital marketing agencyPPC

SEO

Social advertising

Website development

Mobile marketing (app discovery)

• $40 MM in managed media each year • Servicing clients across all verticals

and revenue modelsMicrosoft Store

Rhapsody

At&t

SCOTTEVEST

Docusign

sharebuilder



ADMOSIS

1: effortless absorption or diffusion of a brand messageresulting in a desire to patronize or buy.

ADMOSIS: noun \əd-ˈmō-səs

Brooke Anglés

Obsessed with targeting & creative,Brooke leads a swat team of social

advertising experts.#brandsbestfriend #1MMfans #srsly

Caitlin Angeloff

Caitlin is a master of strategic socialintegration who likes to catch &

collect bottles full of lightening.#digitalseamstress #GSD

Who is Admosis Media?



ADMOSIS

ADMOSIS is changing the waysbrands think about advertising

- Brooke Angles, Founder

Ads that don’t feel like ads are the

future.

Frictionless, super-relevant & sharable

brand assets are the equivalent of

paddling out to ride the wave of

conversation vs. trying to manufacture

the wave yourself.

We’ve helped brands like these paddle out and ride the wave:



ADMOSIS

2014 Trends & Themes

Mobile

Future consumer

Images over copy

Statistical techniques



ADMOSIS

Mobile

• Mobile behavior drives trends in consumption

behavior and form factors.

• Accessibility is driving the growth of these new

channels.

• Location becomes the new cookie and drives

relevance.

• Image-driven, short-form copy drive mobile

content.• More than 75% of Pinterest usage happens on

mobile.

• SnapChat, Foursquare, Instagram are mobile

first platforms.

148 million US users own smartphones and that number grows

daily. Social advertising offers a simple and effective way to reachyour audience on mobile.



ADMOSIS

Rise of the Visual Social Platforms

• Listen – your current and future

customers are already on these

channels. You’ll have to speak amore visual language if you want to

compete.

• Expand – be rigorous in

measurement of social on business

impact.

• Prepare – more contextual

marketing is just around the corner.

More than just a pretty face, images are becoming

increasingly critical.



ADMOSIS

Unsubscribe from Vanity Metrics

• Correlation – compare two data sets to determine if there is a

relationship.

• Trend analysis – search for patterns within a given timeframe to helppredict future events.

• Segment comparisons – compare different segments for patterns of

behavior.

• Conversion attributions – directly measure contribution to

conversion events and business KPIs.

• Content analysis – analyze language and engagement for

performance trends and customer preferences.

Understanding what your business KPIs should drive what

channels you invest in and what variables you solve for.



Channel by Channel Breakdown



ADMOSIS

What’s up @PinterestPinterest Ad Status:• Ad products, Promoted Pins, still in beta

• Native ad strategy similar to Twitter, almost identicalto the normal pins except for a “Promoted Pin”

disclaimer.• Pinterest started alpha testing Promoted Pins last

Fall with a select group of advertisers including FourSeasons Hotels, Unilever brands, Hellman’s and

TRESemmé.

Pinterest Pricing Model:• Cost-per-thousand impressions model or a cost-per-

click model, depending on goals.• The “CPM” will be approximately $30.• Pinterest is seeking a six-month commitment, with

each brand spending approximately $150,000 permonth (nearly $1 million total).

• Ads targeted by search keywords will be priced on a

“CPC” basis.

• Ads placed in “Everything & Popular Feeds” will be

priced on a CPM basis.



What’s up @Pinterest

Targeting:

• Promoted pins can be targeted tospecific searches.

• 32 different categories: Example:

kittens, cars or tatts.

• Location:“US only,” “user location”

and “metro-city level” etc.

• Device: Android smartphones, Android tablets, iPhones, iPads

and desktop or mobile Web.

• No plan for age targeting in first

launch of ads.

Performance• Pinterest traffic results in a 1.56%

conversion rate, followed closely

by Facebook’s 1.13%.

ADMOSIS



Takeaways & PredictionsTakeaway:

• Pinterest is an increasingly important platform, especially in retail and travel.

• Their unique take on social creates equally unique opportunities for brands.• Google has a massive repository of images but they are neither sponsored nor

socially engaging.

What’s Next:

• More effective analytics.

• Further development of the interest graph(organization of images by users, brands and

Pinterest into different interests. Potentially

increasing brand exposure).

• Creation of “Hubs” specifically targeting different

demographics. The first, pinterest.com/teachers,

just made its debut.• Releasing an API.

• Video pin strategy in June.

• Product Pins in the Gifts Feed will likely become a

key advertising opportunity for retailers.



ADMOSIS

What’s up @Google+Google+ Ad Status:

• G+ will remain ad-free within the platform.

• Ads allow you to turn Google+ posts into display ads

that run across the Google Display Network (over 2MM

sites)

• People can comment, follow, give a +1, or join a

Hangout right from an ad. The Hangout On Air ad format

allows brands to broadcast live conversations across

the web.• In addition, users will be able to see how many followers

a brand has on G+ (social context).

• Brands using +Posts ads include Toyota USA, Ritz

Crackers, and Cadbury UK.

• Post ads are still in Beta, but Google is relatively lenient

in which clients can participate.

Min 1K followers

Google+ Pricing Model:

• Advertisers only pay when a user hovers over the ad for

2 seconds, which will cause it to expand on the screen

• Average expansion rate is 3.04%

• Average CPE is $0.33



ADMOSIS

What We’re Seeing

• Avg CTR over 5% (very high compared to standard GDN of .1% - .5%)

• Avg CPC hovering around $0.10!



ADMOSIS

Why @Google+

Takeaway:

• Different than any other social unit! Hugepotential with the ability to act as an

interactive display ad by monetizing

outside of the platform.

• Seamless integration with AdWords

• Massive reach on Google Display Network

• Target based on demographics, affinitiesand contextual data (keywords, topics)

• Ability exclude Display Network categories

of sites, content, or ad placements where

you don’t want to show your ads



ADMOSIS

What’s up @Instagram

Instagram Ad Status:

• Ad program still in beta available to selectbrands.

• Goal is a native look and feel for ads to notdisrupt user experience.

• Built for mobile.• Early results show promise: 32% incremental lift

in brand recall.

Instagram Pricing Model:• Instagram, much like Pinterest, is pitching ads on

a CPM cost structure which would make a month-long buy very costly, potentially up to the six-seven figure range (Low to high range is

$350,000 to $1 Million).• Instagram does not currently have a rate card set

in place.



ADMOSIS

Takeaways & Predictions

Takeaway:

• Instagram is one of the fastest-growing social platforms.• New challenges arise with a shift to image-centric overcopy-centric.

• Visual element could lead to more advertisers gravitatingtowards the service if the right tools are put in place.

• Best for upper funnel (right now!).

What’s Next:

• With more visual ads entering the marketplace, ad pricesmay drop.

• Targeting capabilities from Facebook will bleed over toInstagram profile



ADMOSIS

What’s up @FoursquareFoursquare Ad Status:

• Location is the new cookie for utilizing Foursquare real-time marketing.

• Foursquare offers more than badges / gamification, it

offers users intelligent local recommendations.

• Foursquare analyzes proximity, intent and likelihood to

engage to determine targeting.

• Smart-pings (push notifications) can be sent when the

app is closed without killing batteries.• Ad types are Promoted Updates and Post Check-in ads.

Foursquare Pricing Model:

• Advertisers bid for a set number of user actions (eg.

check-ins to a venue).

• You only pay if someone acts on your ad – either by

tapping to see your business details or by checking in atyour business.



ADMOSIS

Takeaways & PredictionsTakeaways:

•Great option for small local business owners sincethere is a low barrier to participate.

• Targeting can leverage historical check-ins.

• Foursquare content has a long shelf-life.

• Cost structure allows you to only pay for key actions.

What’s next?

• Could prove to be a good alternative for daily dealsfor small businesses.

• Analytics/forecasting tools have some catching up to

do and support is tied directly to the size or cache of

the advertiser.

• Foursquare will continue to integrate with other apps

like Waze.



ADMOSIS

What’s up @SnapchatSnapChat Ad Status:

• As privacy controls are lacking on other social

media platforms, users are switching to Snapchat.

• Currently, no ad products released.

• Companies exploring competitive ways to use

Snapchat via the Stories function include HBO,

NPR, Taco Bell, New Orleans Saints, Seventeen

Magazine.

At this time, there is no speculation on the price model

for SnapChat.



ADMOSIS

Takeaways & PredictionsTakeaways:

• Images “snaps” only last for a 10 second maximum,

but stories can last longer.

• Payout and the lasting effect of the app is uncertain.

• Uncertain how performance of posts will be tracked.

• The recent influx of spam snaps encouraged users to

get snaps from “Only My Friends”, making ad servingdifficult.

• Additionally, the “Find Friends” backlash has

prompted users to be weary of entering their phone

numbers due to privacy concerns.

Predictions

• Potential plan to monetize via a paid app + apremium for analytics tools.

• Big brands like Google will continue to eyeball SC.



ADMOSIS

What’s up @Tumblr Tumblr Ad Status:

• Yahoo Ads Manager powers Tumblr ads.

• Native advertising in the form of

sponsored:

• Mobile Posts

• Web Posts

• Radar

• Spotlight (featured to right)

• Ads are denoted with the money symbol.

Tumblr Pricing Model:

• Tiered buying system designed to givesmall and medium-sized businessesaccess to Yahoo’s ad products, including

native and display.



ADMOSIS

Summary

• Pay less attention to the nuances of each new platform and moreabout what they signal for the future of the social ecosystem.

Mobile

Native

Visual

• Let your business goals, optimal audience composition and lifecycle drive your channel investments.

• Keep an eye out. Platforms are in a war for eyeballs and will iterate

rapidly.

• Consider your users today and who your users will be in the comingyears. Start planning and planting seeds organically now so that

you’re well-poised for paid opportunities.

• Test and learn.



ADMOSIS

Questions?

Thanks for joining us today!



ADMOSIS

Connect with Us

www.admosismedia.com

facebook.com/AdmosisMedia

Brooke Angles

[email protected]

Caitlin Angeloff

[email protected]

206.790.4773

Ian Mackie

[email protected]

http://www.admosismedia.com/

http://www.facebook.com/AdmosisMedia

mailto:[email protected]






http://www.facebook.com/AdmosisMedia

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social advertising changes - part 2. instagram, pinterest, foursquare, google+ and tumblr

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