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Tobias PeggsCEO, OneRiot

Going viral on the second screen

New York Viral Media Meet UpFeb 23, 2011

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Thinking about media for 15yrs

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OneRiot: Social Ad Network

OneRiot enables advertisers to reach a targeted audience across a network of leading Twitter apps.

2bn ad impressions available each month.

“Realtime social targeting” gets right ad in front of right user, for maximum resonance right now.

Chevy ad targeted at males on Twitter, 18-44, into sports and cars

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Twitter users love TV

Super Bowl was most Tweeted sports event in history with peak of 4064 Tweets per second.

That’s a lot of users constantly checking a “second screen”.

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Huge opportunity to engage a large, inherently viral audience on the second screen

“People are watching TV as it happens, and checking Twitter at the same time.”

Dick Costolo, Twitter CEO

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Huge opportunity to engage a large, inherently viral audience on the second screen

“When there’s a big event on TV, engagement on Twitter apps is off the charts!”

Tobias Peggs, OneRiot CEO

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A lot of people checked their Twitter apps throughout the game – doubling our available inventory

Available ad inventory

Ad impressions

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Chevy Super Bowl commercial

Objective: Drive additional views of Chevy Super Bowl commercial on YouTube.

Target: Male Twitter users, sports fans, talking about football.

Creative: Mobile IAB unit linking to YouTube page with social sharing functionality.

Result: Helped make Chevy 4th most talked about brand on Super Bowl Sunday.

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Aol on Grammys night

Objective: Drive page views to Aol properties covering the Grammys (e.g. PopEater)

Target: Female Twitter users, interested in celebrity and entertainment.

Creative: Dynamic “content ad” matching realtime conversation, linking to page optimized for social sharing.

Result: Lots of undisclosed goodness.

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Twitter users love big TV events.

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Twitter users love big TV events.They check their apps frequently.

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Twitter users love big TV events.They check their apps frequently. Ad inventory spikes accordingly.

@tobiaspeggs

Twitter users love big TV events.They check their apps frequently. Ad inventory spikes accordingly. Opportunity to reach big audience on “the second screen”.

@tobiaspeggs

Twitter users love big TV events.They check their apps frequently. Ad inventory spikes accordingly. Opportunity to reach big audience on “the second screen”.Ad creative should drive audience to engage with compelling content.

@tobiaspeggs

Twitter users love big TV events.They check their apps frequently. Ad inventory spikes accordingly. Opportunity to reach big audience on “the second screen”.Ad creative should drive audience to engage with compelling content. Audience will consume, share, and are acquired cost effectively.

@tobiaspeggs

Tobias PeggsCEO, OneRiot@tobiaspeggs

www.OneRiot.comBlog.OneRiot.com