response marketing || pause project v5
TRANSCRIPT
thepowertoprovoke.comthepauseproject.com
Oct 2014.V5
Created by Response Marketing to help
brands think about opportunities and
trends in marketing and media.
Social Video Ads That Convert21 Social Media
Platforms Roll Out New Features
User Content Campaigns3 A Look At The
Programmatic Landscape4
Table of Contents
Social Media Platforms Roll Out New Features
Multi-product ads allow advertisers to showcase three products within a single ad unit in the News Feed. Each product has its own image, description, and click destination.
Multi-product ads were able to drive 20% more link clicks at a 60% reduced cost-per-click.
Twitter recently introduced a beta test of a “Buy Now” button. This presents a real opportunity for brands to leverage the onlineimpulse purchase.
Twitter also rolled out new features for advertisers to target very specific audiences using CRM data such as email addresses, Mobile phone numbers, Twitter usernames, or even mobile advertising IDs.
According to reports, Promoted Pins will allow businesses to target their pins to new customers and have branded pins show up in related search results, all on a cost-per-click basis.
Pinterest is built on a foundation of people sharing and saving the things they want or intend to do. This makes it a particularly powerful platform.
Social is no longer a channel whose strength is driven by organic reach.
Social Channels And Conversions
Paid ads on social networks are outperforming organic reach when it comes to conversion rates.
Social Video Ads That Convert
Social channels acted as a middle-funnel touchpoint for 87% of conversions tracked by AOL Platforms, according to a Q3 2014 report.
Video ads may also only be served to users with fast connection speeds, for example by targeting a video campaign only to users on WiFi.
Improved User Experience
The engagement power of video is now clear thanks to powerful conversion pixels and dropoff analytics.
Improved Analytics
Conversion Pixels
Engagement Of Two Videos
Two important elements of mobile optimized videos include large visuals and a non-reliance on audio to convey essential information.
Optimizing For Mobile
User Content Campaigns
User content campaigns strive to drive affordable and scalable word-of-mouth marketing in the form of user-generated content such as photos, selfies, videos, tweets, etc.
Incentive value refers to the user’s perceived value of the incentives that can be obtained in exchange for participating, such as a monetary reward, product reward, being a featured fan on that brand’s social page, etc.
1. Incentive Value
Incentivized Success Stories
Participation value refers to the user’s perceived value of participating in the creation process.
2. Participation Value
Featured Forum Discussions
Participation costs refers to the user’s perceived costs of the creation and submission activities. This can be affected by the medium and amount of required information, and also the complexity of the submission process.
3. Participation Costs
In order to drive user action, the perceived value of participating in a brand’s user content campaign must outweigh participation costs.
Within the context of user content campaigns, ambassadors serve as featured content creators that inspire and drive user content.
Inspiring With Ambassadors
Each agent was loaned a customized 2014 Ford Fiesta for a year in exchange for completing a monthly mission, and creating a video that documented the mission.
Ford Fiesta Movement
Whistler stirred the imagination of readers with stunning photo essays, and then challenged them to take a crack at capturing the mountain’s beauty and culture.
Tourism Whistler
Student film videos were prominently displayed on the Sprite Films Challenge page beside the submission instructions to help inspire users to create their own Sprite-inspired films.
Sprite Films Challenge
Inspiring With Influencer Posts
A Look At The Programmatic Landscape
In 2014, programmatic will account for 45% of the total U.S. digital display ad spend. That percentage is expected to increase to 63% by 2016.
Sites may sell their entire ad inventory through a network or just the space that they don’t sell directly to an advertiser.
What happens if the Ad Network inventory doesn’t sell? That leads us to...
Ad Networks
Think of an ad exchange as a big auction market where people are selling their wares to the highest bidder.
So ad exchanges are the “place” where the buying and selling is happening. Butwhat about the actual buying and selling?
Ad Exchanges
With real-time bidding, in fractions of a second, an advertiser bids on an impression that is up for auction and, if the bid wins, the buyer’s ad is instantly displayed in that space.
Real-Time Bidding
A Demand-Side Platform is a system that allows advertisers to bid for display inventory across various ad exchanges.
The SSP allows the publisher/website to offer their inventory to multiple ad exchanges.
Demand-Side Platform (DSP)& Supply-Side Platform (SSP)
The Agency Trading Desk is a centralized, managed platform and service specialized in programmatic buying.
Agency Trading Desk
Much of the human element is removed in the operations and trafficking of the ads, but the individuals strategizing and analyzing the campaigns still make the difference.
In Conclusion
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