+INSTAGRAM MARKETING IN 2017February 28th, 2017

About the Companies

Bitly’s link management platform helps the world’s leading brands deliver and measure their efforts across all marketing channels. Through the power of the link, Bitly connects customers to the best digital experience possible, harnessing functionality like branded short links, mobile deep linking and omnichannel analytics to provide a complete marketing solution that drives customer experience.

AdRoll is a leading performance marketing platform with over 25,000 clients worldwide. Its suite of high-performance tools works across devices, helping businesses attract, convert, and grow their customer base. The company is home to the world's largest opt-in advertiser data co-op, the IntentMap™ with over 1.2 billion digital profiles.

Blaise LuceyDirector of Product & Content Marketing -

Bitly

Kirby AndersonProduct Specialist, Solutions - AdRoll

About the Speakers

BITLY INTRO SLIDEDESCRIPTION HERE

What does Instagram look like in 2017?

A whole lot of video.

Video● 60 Second Clips● View Counts● Channels● Live Stream ● Instagram Stories● Stickers

Platform● Algorithm

Changes● New UI● “Save” posts

eCommerce● Buy Buttons● “Shop Now”

Features

Instagram’s Busy 2016Media

● Pinch & Zoom● Instagram Galleries

Users● 600m active● 80% outside the US ● 31% of American females (Pew)● 24% of American males (Pew)

Quick Facts

Interest in Instagram keeps growing...

...and growing...

...but so does the competition.

ENGAGEMENT 101 Making Compelling, Searchable Instagram Content

#1Post

Consistently

#1Post

Consistently

#2Use

Hashtags

#2Use

Hashtags+12.6%

engagementon average

+88%brands use hashtags

Source: Simply Measured

#3Interact

#3Interact

Source: Simply Measured

#4Influencers

#4Influencers

Source: Simply Measured

#5Video

#5Video

Tracking Success

Mashable

Goal:Figure out how often stories are being clicked from Instagram

Mashable

Goal:Figure out how often stories are being clicked from Instagram

Vissla

Goal:Cross-channel tracking to compare different investments

Vissla

Goal:Figure out how often stories are being clicked from Instagram

HP

Goal:Gauge influencer spend and ROI

HP

Goal:How much traffic is being driven by influencers

The Advantages of Facebook and Instagram

Campaigns

Native ads match the form and function of the platform upon which they appear.Native Inventory

Moving Past the Limitations of Organic Posts

Reach over 500M, highly-engaged global users.

*Instagram users contribute 95 million photos and over 4.2 billion likes per day.

source: business.instagram.com

Dynamic Product Ads

Facebook targeting

Drive traffic from the feedCanvas |

Leo Canvas |

Leo

#instamarketing

Native inventory

Cross Device

Drive Traffic from the feed

Reach beyond organic posts

Valuable Millennial Audience

Facebook Targeting

Dynamic product ads

Call-to-action buttons

Benefits of Instagram

Ads

A Full-Funnel Approach to

Social Media Marketing

An Introduction to Cross-Device

60% of adults use at least 2 devices a day.

Mobile apps account for 52% of all time spent on digital media.

32% of those who see a mobile ad and eventually convert, do so on a different device.

Why is expanding your marketing to multiple devices so important?On the Web:

A full-funnel approach to marketingReach prospects across all devices and channels

More freedom to adjust your campaigns to more effectively reach your customers.

Each state of the funnel has specific objectives that marketers should aim to hit.

Top of the Funnel Marketing:The Attraction PhaseAttract new customers that act like your existing user base.

Prospecting and CRM data.

KPIs At this stage:• Quality of new visitors• CPA• Number of conversions• Lift on retargeting

Middle-funnel Marketing:ConversionConvert your prospective customers into paying accounts.

Products:

KPIs At this stage:• ROI• CPA• Number of closed deals• VTC

Lower-funnel Marketing:Grow your AccountsConvert your prospective customers into paying accounts.

Products:

KPIs At this stage:• ROI• CPA• LTV• VTC

CASE STUDY

The Los Angeles Marathon — Instagram

Goal:AdRoll needed to keep pace with Los Angeles Marathon’s goal to reach new runners, re-engage past runners, and grow the race by up to 10% year over year.

ResultsLos Angeles Marathon’s retargeting campaigns broke all the records: they drove thousands of conversions and earned over half a million dollars in attributed revenue.

They had over 3,500 registrations and a CPA of just $6.18

Their return on investment was over 30x

The Los Angeles Marathon — Instagram

RECAP

Leo Daypack | CommuterYour new favorite commute buddy, the Leo Daypack. Perfect for your daily bike ride.WWW.CANVAS.COM

Canvas

Align your campaigns

AdRoll helps you align campaigns across web, Facebook, Instagram, and more

Instagram account username (handle) & password

Partner’s Business ID

How to get started?

If working with a partner

Q&A

Learn More About:

Want to learn more about Bitly OneView?

Visit bitly.is/oneview

Want to learn more about AdRoll’s Instagram

integration?

Visit: adroll.com/product/instagram