social media - digital communications...intro 3 in this advertising guide: · ad specs · ad rates...
TRANSCRIPT
Advertising Guide2017-2018
Social Media
Social Networks included:•
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Cumulative research on popular social networks, their U.S. demographics, ad pricing, and ad specs.
COntents•intro•Facebook•Twitter•Instagram•Snapchat•Pinterest••Youtube•LinkedIn•Tumblr•Reddit•Google+•Slideshare•Imgur
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90% of the world’s data has been generated over the past few years, thanks to big data.
It would take 10 years to view all the photos shared on
Snapchat within the last hour.
Nearly two-thirds of American adults – 62%– get news from a social media site.
1 million new active mobile social users are added every day. That’s 12 each second.
US adults spend an average of 1 hour, 16 minutes each day watching video on digital devices.
INTRO
3
In this Advertising Guide: · Ad Specs · Ad Rates · Ad Types
In the past 20 years, social media use has skyrocketed in the U.S. In 2005,
only 5% of Americans had a social media profile. Fast forward to 2017 and that number jumps up to 70%.
Because of this, social media has been used as an advertising medium to tracks users’ likes and dislikes, interact with consumers, and target more specific markets.
· Demographics · Network User Statistics AND MORE!
· Pew Research Center· Omnicore Digital Marketing· Science Daily· Tumblr Advertising· eMarketer· Reddit Help· Social Me· Social Media Today· WERSM· BrandWatch· Statistic Brain
· AdEspresso· Hootsuite· Alexa - Amazon· YouTube Advetising· Zephoria Digital Marketing· Business Insider· Sp· Sprout Social· Snapchat Advertising· Postcron· LinkedIn Advertising
· Google Adwords· Facebook Advertising· Digital Communications· Slideshare Advetising· Pinterest Advertising· DMR· A· AdJelly· Instagram Advertising· Twitter Advertising· Quantcast
References:
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© 2017 Digital Communications Careers
4www.digitalcommunicationscareers.comSocial Media Advertising Guide
Facebook Ad Rates vary depending on the audience, ad quality, time of year, type of bidding, daily/lifetime budget, and
the set objective.· Average CPC in the U.S. = $0.26
· Average cost per like in the U.S.= $0.20· Average cost per app install in the U.S.= $2.28
AD RATES
Objectives
Statistics
2,010,000,000
300,000,000
20 minutesMonthly Active Users
Average time spent per Facebook visit
1 in 5Page views in the USAoccurs onFacebook
Posts Every Day
Single Image Single VideoCarousel
Slideshow Canvas
Ad SPECS
*Check out www.facebook.com/business for more information
demographics
48%male
52%female
$27% of users make <$30k
24% of users make >$75k24% of users make $50K-$75k25% of users make $30K-$50k
214 million Americans use Facebook
DescriptionWith over 1.32 billion daily active users, Facebook is
the world’s largest social networking site.
• App Installs• Brand awareness• conversions
• store visits• traffic• video views
• engagement• lead generation• reach
· Size: 1200x628· Ratio: 1.91:1· Text: 90 characters· Headline: 25· Link: 30
· Size: 1080x1080· Ratio: 1:1· Text: 90 characters· Headline: 40· Description: 20
· Size: 1280x720· Ratio: 16:9, 2:3, 1:1· Text: 90 characters· Headline: 25· Description: 30
· Size: 1200x628· Image Ratio: 1.91:1· Text: 90 characters· Headline: 45· Description: 30· Video Format: .mp4/.mov· Video Ratio: · Video Ratio: 16:9, 1:1
· Format: .mp4/.mov· Ratio: 16:9· Size: 2.3GB· Length: 60 min. max· Text: 90 characters· Headline: 25· Link: 30· Link: 30· Caption: 2200
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•Promoted Tweet - Cost: $0.50-$2.00 - Avg.: $1.35/Engagement
•Promoted Account - Cost: $0.50-$4.00 - Avg.: $2.35/Follower
•Promoted Trends - Cost: $200,000/Day
AD RATES
Statistics
328,000,000
500,000,000
91%Users
increase in total ad engagementsyear-over-year
Tweets Every Day
cards
in-stream Photovideo ads
tweets
Ad SPECS
*Check www.business.twitter.com for more INFORMAtion
demographics
49%male
51%female
$21% of users make <$30k
26% of users make >$75k25% of users make $50K-$75k19% of users make $30K-$50k
Only 21% of Americans use Twitter; 87% know of Twitter
DescriptionTwitter is a news and social media platform that resembles texting; it allows a user to post his or her thoughts as a tweet and interact with individuals in 140 characters or less.
· Promoted tweets - boost an old tweet· Promoted account - promote their account to new followers.· Promoted trends - placement in the trends section of Twitter for one day
Characters: 140· Media: Image· Width:800· Height: 418· Format: .jpg,.png,.gif· Aspect Ratio: Varies· CTA: 20· Description: 50· Description: 50· Tweet: 116
· Media: Video· Width:1280· Height: 1024· Format: .mp4· Aspect Ratio: 1.2:1· File Size: 15MB· Title: · Title: 70· Description: 200· Tweet: 116
· Width:1024· Height: 512· Aspect Ratio: 2:1
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photo videocarousel stories
AD RATES
Statistics
1,000,000+
75%
1/3
60%
advertisers use Instagram to promotebusinesses
of people say they discover new products on Instagram
of users take action after being inspired by a post
of the most viewed storiesare from businesses
Ad SPECS
*Check www.business.instagram.com for more requirements
demographics
32%male
68%female
$26% = <$30k26% = >$75k
Income for adult internet users who use Instagram
30% = $50K-$75k27% = $30K-$50k
Only 20% of Instagram users are from the USA
DescriptionWith over 700 million Active users, instagram is one of the most popular photo-sharing apps.
•Depending on your budget, objective, and type of ad, pricing will vary•Ads are typically sold in CPM and through online auctions•Average CPM (cost per 1000 views): $6.70•Minimum: $5 for ≈ 5000 views•”Social Influencers” can be paid to promote your product in 1 post or story. Accounts can charge how much they would like. (Example: account with 300k followers charges around $100+ for 1 promotion)
· Media: Image
· Width:1200(max)
· Height: 628(max)
· Format: .jpg/.png
· Aspect Ratio: Varies
· File Size: 30 MB
· Caption: · Caption: 125
· Media: 3-5 Images
· Width:1080(max)
· Height:1080(max)
· Format: .jpg/.png
· Aspect Ratio: 1:1
· File Size: 30 MB
· Caption: · Caption: 125
· Media: Image/Video
· Landscape:1080x1920
· Portrait: 1920x1080
· Format: .jpg,.png,.mp4
· Aspect Ratio: 9:16/16:9
· File Size: 30 MB
· Caption: · Caption: 125
· Media: Video
· Format: .mov
· Aspect Ratio:1.9:1
· File Size: 30 MB
· Caption: 125
· Frames: 30 fps
· Audio: Ste· Audio: Stereo AAC
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•Snap Ads - Minimum: $3000/month
•sponsored lenses - $450,000/day (Sun-Thurs) - $500,000/day (Fri-Sat) - $700,000/day *for *for holidays or special events
•discover ads - Minimum: $50,000/day - Live Story: $250,000
•Geofilters - Pricing depends on location, time, and special events - Minimum: $5
AD RATES Objectives
Statistics
30 minutes
2,800,000,000
of daily Snapchatters create with the Snap camera every day
60%
File Size: <300 kb
Geofiltersnap ads
Ad SPECS
File Format: PNG-24
*Only use 25% of screen
*Check www.FORBUSINESS.snapchat.com for more requirements
File Size: <32 mb
Canvas Size:1080 by 1920 Canvas Size:1080 by 1920
FIle Format:.mp4 or .mov
Length: 3-10 seconds
*Must feature visual branding
Acceptable Creatives:•cinemagraph •still image•slideshow •live video•gif-like
Restrictions: •No hashtags, urls, or snap/social usernames•No gambling/lottery graphics•See snap submission guidelines for mo guidelines for more
demographics
30%male
70%female
$62% of users make <$50k32% of users make >$50k
60% of 13-34 year old smartphone users use Snapchat
DescriptionWith over 166 million daily Active users, snapchat pulls in their active audience at least 18 times a day.
Average time spent in the app each day by dailySnapchatters
18+Average number of times daily Snapchatters open the app each day
Snaps Every Day
· Raise · Increase · Drive Awareness Consideration Action
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AD RATES
Statistics
14,000,000
2/3
Ad SPECS
*Check www.business.pinterest.com for more information
demographics
19%male
81%female
$
70 million Pinterest users are from the USA
DescriptionWith over 2 million daily users, Pinterest is a social network that allows users to share using “Pinboards”.
articles pinnedeach day
· Promoted Pins
Promoted Pins
TYPES OF ADS
· Promoted Video Pins
Promoted Video Pins
· One-tap Pins· Promoted App Pins
· Cinematic Pins
· Width: Minimum 600 pixels· Height: 900 pixels to 2100 pixels· Format: .jpg, .png, .gif· Aspect Ratio: 2:3 to 1:3.5· Additional Note: Pins should be vertically oriented so they appear fully on use fully on users’ feeds.
· Format: Youtube or Vimeo
of Pinners have purchased a product because of Pinterest
of pins represent brands and products
87%
30% = <$30k
35% = >$75k31% = $50K-$75k32% = $30K-$50k
Income for adult internet users who use Pinterest
Promoted Pin · Minimum CPC: ≈$0.15 · Average CPC: $0.50-$1.50 · Average CPM: $5.00
Brand Awareness · Minimum: $5.00
Pinterest offers 3 types of ad campaigns: Awareness, Engagement, and Traffic. By bidding on ad slots, advertisers
choose their own pricing for ads.
$www.digitalcommunicationscareers.comSocial Media Advertising Guide 9
• display
display
• overlay
overlay
• bumper
bumper
• sponsored cards
sponsored cards
• skippable video skippable video
• non-skippable video non-skippable video
Types Of Ads
AD RATES
Statistics
2,598,400,000
300 hours
30,000,000
video Ad SPECS
*Check www.youtube.com/yt/advertise for more requirements
demographics
54%male
46%female
20% of Youtube views come from the USA
Description As the internet’s second largest search engine in the world,
YouTube has the largest video viewership online.
Users
Visitors Per Day
of video are uploaded every minute
• Depending on your budget and type of ad, pricing will vary• Video campaigns are measured by CPV, CTR, and other engagements• Average CPV (cost per 1000 views): $0.10-$0.30• Minimum: $10 for 200 views (engage w/ ad or no skipping)
19% of users make $75k-$100k27% of users make $100k+
26% of users make $50K-$75k26% of users make $0-$50k
300x250 or 300x60
Plays in video player 15 or 20 seconds
6 seconds Card sizes vary
468x60 or 728x90
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•Minimum CPM: $2.00/1000 impressions•Minimum CPC (PPC): $2.00/click•Minimum Campaign Budget: $10/day or $10/total
AD RATES
Statistics
500,000,000
94%
0.025%
106,000,000
Ad SPECS
*Check www.business.linkedin.com for more requirements
demographics
56%male
44%female
$31% of users make $50k-$75k25% of users make $0-$50k
44% of users make $75k+
133 million users come from the usa
DescriptionLinkedIn is a professional social network that helps peers connect with colleagues,potential new employers
and remain up to date with industry trends.
Users Worldwide
Monthly Users
of B2B marketers use LinkedIn to
distribute content
Click-Through Rate
Sponsored Content
Sponsored InMail
Text Ads
· Image: 50x50 pixels· Headline: 25 characters· Description: 75 characters
· Image: 1200x627 pixels· Headline: 70 characters· Description: 152 characters
· Image: 300x250 pixels· Subject: Keep short, concise, and powerful· Copy: >1000 characters
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11*Check www.tumblr.com/business for more information
Though your own budget will be set, the minimum cost of a Tumblr ad campaign is $25,000.
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AD RATES
Statistics
200
#1
70%
Ad SPECS
demographics
44%male
56%female
$35% of users make $0-$30K33% of users make $30K-$50k32% of users make $50k+
42% of Tumblr’s traffic is from the USA
DescriptionWith 357.8 million blogs, Tumblr allows users to effortlessly share anything and everything.
million blogs publishing 80 million posts per day
of users saytheir dashboard is their favorite place to spend time online
Rank in social sentiment towards
brands
·Sponsored Posts
·Sponsored Day
·Radar
·Sponsored Video
Ad Components
·Static Image·Animated GIF·Video·Audio
·Video
·Banner-P·Banner-Photo·Banner- GIF·CTA·Explore Banner-GIF·Explore Banner-JPG·Explore Banner-Video
·Static Image·GIF·GIF
Max File Size
·10 MB·3 MB (80 frames)·5 min/day·10 MB
·5 min/day - -100MB
·3 MB·3 MB
·1.75 MB·10 MB·100 MB
·10 MB··1.75 MB
Dimensions
·1280x1920·540x750
·Height = <1920
·1080x432·540x216·30 cha·30 characters·2600x1463·2600x1463·16:9 Ratio
·1280x1920·540x750
· To get your effective CPE, divide the campaign budget by total paid and earned engagements. · The eCPE can be less than a dollar
depending on the amount of engagements.
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· Self-Serve Platform - Minimum Daily Spend: $5
· The threshold for billing can range from $20.00-$50,000.00
The Reddit Ads platform is an auction-based system.The CPM price you pay depends on a range of factors with competing ads, such as targeting, bid, and user engagement.
AD RATES
Statistics
50,000
#9
50,729,099
Ad SPECS
*Check businesshelp.snapchat.com for more requirements
demographics
67%male
33%female
$34% of users make $30k-$75k30% of users make <$30k
35% of users make $75K+
54% of reddit traffic comes from the USA
Reddit is a global discussion platform that bridges cultures and ideas across 638,959 different subreddits.
Description
“The front page of the internet”
Monthly Unique Visitors
Communities Of Shared Interests/Ideas
Global Site Rank
Sponsored Posts· Thumbnail Image: 70x70· Characters :300 *Includes a click-through URL for link posts or a text post with 500 charachters
MOBILE · Card View: 1200x628 · Title: 25 characters · Characters :100 · Size: 1MB *Includes a click-th click-through URL
APP · Card View: 1200x628 · Compact View: 140x140 · Title: 25 characters · Size: 1MB
· Standard: 300x250· Other: 300x600 *Runs on the right-hand rail
Banners
Mobile/App
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AD RATES
Statistics
375,000,000
40%
22%
Ad SPECS
*Check www.adwords.google.com to set up an ad
demographics
74%male
26%female
55% of Google+ users come from the USA
Description Besides representing the Internet as the world’s largest search engine, Google offers numerous services, including a
marketing network and strategy named Google Plus.
of online adultsvisit Google+ at least once a month
of marketersuse Google+
50% increase in engagement for major brands who used +Post Ads.
Users
Before creating a +Post ad, you account must have 1000+ followers. The ad will be created in AdWords and will appear across the Google Display network.
of 15-34 year olds use Google Plus28%
Shared Link Ad Shared Image Other Ad Sizes
300x250320x50
728x90160x600
· Image: 502x250/120x120· Format: .jpg /.png· Aspect Ratio: 1.67:1 or 1:1
· Image: 502x(height varies)· Format: .jpg /.png
· 300x250· 728x90· 160x600· 320x50
Because Google+ ad space is bought within Google AdWords, pricing depends on your budget, demographic,
type of ad,and if someone interacts with the ad.
· Depending on key words, Adword’s CPC can range from $0.25-$50+· The average CPC on Google Adwords is between $1.00-$2.00· The average CPC just on the Display Network is below $1.00
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AD RATES
Statistics
80,000,000
159,000,000
400,000
Ad SPECS
*Check www. business.linkedin.com for more requirements
demographics
52%male
48%female
$31% of users make $25k-$50k26% of users make $50k-$75k
41% of B2B marketers in North America use Slideshare to ditribute content
DescriptionAs the world’s largest presentation sharing site, Slideshare connects millions of business professionals every day.
Users
Presentations uploadedeach month
Monthly Page Views
SlideShare uses LeadShare and AdShare as self-service tools for business advertising.LeadShare · Per Lead: $1-$22 · Per Email Address: $1
AdShare · CPC: $0.25
Sponsored Content Presentation
DisplayAds
Because LinkedIn owns Slideshare, their advertising methods are similar. Users have the option to advertise their Slideshare through LinkedIn’s advertising format. However,Slideshare’s most popular
type of advertising is Content Advertising, where the advertisement is hidden within the slideshow. Also, lead generation can be added to the end
of tof the presentation with a CTA.
· Max. File Size: 300 MB· Preferred File: PDF
· Size: 728x90 or 300x250
Email NewsletterAds
· Size: 160x600 or 728x90
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The cost for a Promoted Post tend to reach a CPM (cost per mille/thousand views) of
between $30 and $40.
AD RATES
Statistics
150,000,000
6,000,000,000
83%
1,500,000
Ad SPECS
*Check www.imgurads.com for more information
demographics
84%male
16%female
$11% of users make $100k-$150k7% of users make $150k+
27% of users make $50k-$100k55% of users make $0-$50k
According to Alexa.com, Imgur.com is ranked as the #11 site in the USA.
DescriptionImgur is the world’s largest image sharing community where users can share images in various formats such as animated
GIFs, drawings or logos, and advertisements.
Users
Posts Per Day
Monthly Visitors
of Millenial Males who use Imgur spend 3+ hours/week on it
Promotes Posts are similar to regular Imgur posts, which arefull page canvases that include GIFS, descriptive text and links to your site (business). The difference is that Promoted Posts are boosted in the Imgur Stream.
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