social advertising changes - part 2. instagram, pinterest, foursquare, google+ and tumblr
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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 | ianm@pointit.com
Brooke Anglés–
ADMOSIS Media | brooke@admosismedia.com
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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.
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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
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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?
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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:
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ADMOSIS
2014 Trends & Themes
Mobile
Future consumer
Images over copy
Statistical techniques
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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.
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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.
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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.
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Channel by Channel Breakdown
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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.
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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
7/22/2019 Social Advertising Changes - Part 2. Instagram, Pinterest, FourSquare, Google+ and Tumblr
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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.
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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
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ADMOSIS
What We’re Seeing
• Avg CTR over 5% (very high compared to standard GDN of .1% - .5%)
• Avg CPC hovering around $0.10!
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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
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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.
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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
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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.
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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.
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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.
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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.
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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.
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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.
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ADMOSIS
Questions?
Thanks for joining us today!
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ADMOSIS
Connect with Us
www.admosismedia.com
facebook.com/AdmosisMedia
Brooke Angles
brooke@admosismedia.com425.533.4995
Caitlin Angeloff
caitlin@admosismedia.com
206.790.4773
Ian Mackie
ianm@pointit.com
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