adult use of social networking
DESCRIPTION
Adult Use of Social Networking. Percent of adult internet users who use social networking – sites or Twitter, over time. Source: Pew Research Center (http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf ). - PowerPoint PPT PresentationTRANSCRIPT
© 2013 Crain Communications Inc.
Adult Use of Social NetworkingPercent of adult internet users who use social networking – sites or Twitter, over time
Source: Pew Research Center(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
© 2013 Crain Communications Inc.
Social Networking Site Use By Age Group(2005-2012)
Percent of internet users in each age group who use social networking sites
Source: Pew Internet Research
© 2013 Crain Communications Inc.
Facebook versus TV Daily ReachFacebook outreaches all four daily TV networks for the coveted 18-34 demographic
Source: Nielsen, January 2013
© 2013 Crain Communications Inc.
A Look at the Top Social Media NetworksUnique PC visitors audience, in thousands
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
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Social Networks by Mean AgeTumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
May 2013 U.S. Source: comScore Media Metrix
© 2013 Crain Communications Inc.
Social Media ExplosionTotal unique visitors/viewers, in thousands
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
© 2013 Crain Communications Inc.
Facebook Mobile UsersMobile use soars at Facebook; mobile-only doubles in just one year.
Source: Facebook
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Mobile Internet Ad Revenue Share WorldwideNet mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
Source: eMarketer, August 2013.
© 2013 Crain Communications Inc.
How Huge Sees the Social Ecosystem: Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media PlatformPercentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
Source: Simply Measured, May 2013, *Interbrand 100 list
© 2013 Crain Communications Inc.
Platform Share of Brands Social Ad BudgetBreakdown of U.S. brands’ social media budgets
Source: Technorati Media, 2013 Digital Influence Report, U.S.
© 2013 Crain Communications Inc.
Marketer Plans for Advertising on Social Media Marketers say that advertising on social media will increase more than
spend on any other form of digital media
Source: Nielsen. 2013 Online Advertising Performance Outlook
© 2013 Crain Communications Inc.
Social Network Ad Spending WorldwideIn billions and % change, 2010-2014
Source: eMarketer, September 2012; confirmed and republished November 2012
© 2013 Crain Communications Inc.
Social Network Ad Spending WorldwideBy venue, 2010-2014
Source: eMarketer, November 2012
© 2013 Crain Communications Inc.
Facebook Ad RevenuesFacebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
Source: Facebook
© 2013 Crain Communications Inc.
Twitter Ad Revenues WorldwideIn millions and % change, 2010-2014
Source: eMarketer, September 2012
© 2013 Crain Communications Inc.
Native AdvertisingThe market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM TrendsCPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
© 2013 Crain Communications Inc.
Advertising Cost by Goal TrendsIt’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
© 2013 Crain Communications Inc.
AdParlor CPM and CTR Data by MonthMobile app install ad unit
Source: AdParlor
© 2013 Crain Communications Inc.
How Do Tweets Effect TV Tune-InMeasuring the two-way casual impact of Twitter and TV ratings
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
© 2013 Crain Communications Inc.
Tablet or Smartphone Activities While Watching TVMore than half of smartphone or tablet own social network on them while watching TV
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
© 2013 Crain Communications Inc.
Emerging Social Networks That Marketers Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
© 2013 Crain Communications Inc.
Consumers Feed the BeastsNumber of photos uploaded and shared on select platforms, 2008-2013YTD
Source: KPCB estimates based on publicly disclosed company data
© 2013 Crain Communications Inc.
Short-Term Sharing ExplosionNumber of photos shared per day in millions on Snapchat
Source: Snapchat
© 2013 Crain Communications Inc.
Video Is Ramping FastVideo sharing is hot among early adopters
Source: Onavo, Dropcam
© 2013 Crain Communications Inc.
P. 14Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptance-that-will-fill-you-with-hope
P. 24Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social AdvertisingP. 29 FACEBOOKCost Basishttp://www.facebook.com/help/213140778716849http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricinghttps://www.facebook.com/advertising/faqhttps://www.facebook.com/help/213140778716849
Paid Media Case Studies http://info.nanigans.com/facebook_page_post_video_adhttp://sprucemedia.com/case-studieshttp://triggit.com/case-studies
Major Developments Impacting Overallhttp://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-its-mobile-ad-network/http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
P. 30 LINKEDINLinkedIn Content Ads:http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-ads-infographic?utm_source=feedburner&utm_medium=email&utm_campaign=Social+Media+Today+(all+posts)https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdfhttp://help.linkedin.com/app/answers/detail/a_id/7431http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_source=li&utm_medium=el&utm_campaign=gate-chttp://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertisinghttp://marketing.linkedin.com/blog/introducing-linkedin-sponsored-Updates
Paid Media Case Studieshttps://www.linkedin.com/ads/resources/cleverzebohttp://business.linkedin.com/content/dam/business/marketingsolutions/global/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdfhttp://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB_CaseStudy2013.pdf
Major Developments Impacting Overallhttp://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/242935/http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-media-company-its-all-about-the-data/http://adage.com/article/digital/googler-penry-price-linkedin-s-adsales-chief/244255/
References: Links by Page
© 2013 Crain Communications Inc.
P. 30 TWITTERPaid Media Formats & Specshttp://business.twitter.com
Cost Basis: CPM, CPC, CPAhttp://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTERExchanges for Inventoryhttps://blog.twitter.com/2013/announcing-twitter-ads-apihttp://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-go-hard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/http://adage.com/article/digital/twitter-prepping-online-adexchange-rival-facebook-s/241736/https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-adshttp://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-with-wpp-global-partnership/
Unique Capabilitieshttp://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting-100k/242204/http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-find-viewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricinghttp://business.twitter.com
Paid Media Case Studieshttps://business.twitter.com/success-stories/hubspothttps://business.twitter.com/success-stories/barack-obamahttp://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-you-how-to-advertise-on-twitter/
Major Developments Impacting Overallhttps://blog.twitter.com/2013/experimenting-with-newways-to-tailor-adshttps://blog.twitter.com/2013/capture-user-interest-lead-generation-cardhttps://blog.twitter.com/2013/twitter-amplify-partnerships-great-content-great-brands-great-engagementhttp://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-follow-for-good/http://www.adweek.com/news/technology/twitter-debuts-ad-targeting-based-email-addresses-and-cookies-151001http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/245037
P. 32 YOUTUBEPaid Media Formatshttp://www.youtube.com/yt/advertise/trueview.htmlhttp://www.digiday.com/publishers/what-online-ads-really-cost/http://qr.ae/I1vmJhttp://adage.com/article/digital/real-money-online-advertising/243464/https://support.google.com/youtube/answer/187101?hl=en&ref_topic=30072#
Native Advertisinghttp://www.youtube.com/user/IBMhttp://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPAhttp://static.googleusercontent.com/external_content/untrusted_dlcp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channel-onesheeter-en.pdfhttp://www.quora.com/YouTube-Channels/How-much-does-it-cost-to-create-a-custom-branded-YouTube-channelhttp://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-media-minute-reports.html
References: Links by Page
© 2013 Crain Communications Inc.
P. 32 YOUTUBETargeting and Impact on Pricinghttp://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studieshttp://www.google.com/think/case-studies/obama-case-study.htmlhttp://www.google.com/think/case-studies/rick-case-honda-carmercial-case-study.html
Major Developments Impacting Allhttp://www.youtube.com/channels/paid_channels
P. 32 TUMBLRPaid Media Formats & Specshttp://www.tumblr.com/sponsorshttp://adage.com/article/digital/yahoo-owned-tumblr-unveils-stream-desktop-ads/241785/
Mobile Paid Mediahttp://adage.com/article/digital/tumblr-launches-mobile-ads-native-app-users/241012/http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-since-our-first-sponsored
P. 33 TUMBLRCost Basis: CPM, CPC, CPAhttp://adage.com/article/digital/yahoo-owned-tumblr-unveils-stream-desktop-ads/241785/http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brands-are-finally-front-and-center-on-tumblr-2http://adage.com/article/digital/real-money-online-advertising/243464/
P. 33 TUMBLRExchanges for Inventory. Partnershipshttp://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-its-own-ad-exchange-2013-5
Unique Capabilitieshttp://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-unique-visitors-per-month-3
Targeting, and Impact on Pricinghttp://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overallhttp://a-listpartners.tumblr.com/
P. 33 PINTERESTPaid Media Formats & Specshttp://blog.pinterest.com/post/61688351103/planning-for-the-futurehttp://allthingsd.com/20130529/how-does-pinterest-make-money/?KEYWORDS=Pinteresthttp://www.adweek.com/news/technology/pinterest-adds-advertiser-friendly-features-149679
Major Developments Impacting Overallhttp://adage.com/article/digital/tracking-users-pinterest-lays-groundwork-ad-business/243340/http://www.adexchanger.com/social-media/pinterest-offers-price-change-alerts-in-bid-to-reactivate-purchase-intent/http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-working-with-big-brands/http://business.pinterest.com/rich-pins/
References: Links by Page
© 2013 Crain Communications Inc.
P. 33 INSTAGRAMPaid Media Formats & Specshttp://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobile-revenue/244932/
Cost Basis: CPM, CPC, CPAhttp://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobile-revenue/244932/
P. 34 FOURSQUAREPaid Media Formats & Specshttp://adage.com/article/digital/foursquare-rolls-check-maps-sponsored-samsung/242077/http://adage.com/article/digital/foursquare-nyc-small-businesses-revenue/241831/http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-all-the-best-restaurants-in-new-york/
Native Advertisinghttp://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-all-the-best-restaurants-in-new-york/
Exchanges for inventory/Partnershipshttp://adage.com/article/digital/foursquare-selling-data-ad-targeting-firm-turn/243398/
Targeting, and impact on pricinghttp://support.foursquare.com/entries/21699509-What-are-Foursquare-Adshttp://support.foursquare.com/entries/22010185-How-does-bidding-work-
P. 34 BUZZFEEDPaid Media Formats & Specshttp://www.buzzfeed.com/advertise/unitsandspecshttp://www.buzzfeed.com/advertise/video
P. 35 BUZZFEEDMobile Paid Mediahttp://www.buzzfeed.com/advertise/unitsandspecshttp://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPAhttp://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeeds-data-tells-about-the-pricing-of-native-advertisements/2/http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-the-buzzfeed-team
Exchanges for inventory. Partnershipshttp://adage.com/article/digital/buzzfeed-building-a-native-advertising-network/240421/
Unique Capabilitieshttps://intelligence.businessinsider.com/the-emergence-of-native-mobile-ads-2013-7
Targeting, and impact on pricinghttp://www.buzzfeed.com/advertise/socialdiscoveryhttp://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-native-ads-masses/240516/
References: Links by Page
© 2013 Crain Communications Inc.
P. 35 BUZZFEEDPaid Media Case Studieshttp://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdfhttp://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdfhttp://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overallhttp://www.buzzfeed.com/advertise/video
P.35 SNAPCHATMobile Paid Mediahttp://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-our-next-funding-round/
References: Links by Page