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TWITTER ADVERTISING :BRAND, PERFORMANCE & VIRAL ADVERTISING
Prepared by:
Derek Rey, VP of Sales & Media, Adly Inc.http://ad.ly
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AD.LY IN THE PRESS
Will Ad.ly Define Twitter Advertising?
It is perhaps the last frontier in advertising
Published: October 20th, 2009 (link to article)
Published: November 21st, 2009 (Link to Article)
From Twitter to advertising treasurePublished: October 24th, 2009 (link to article)
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Content is shifting from the web to the stream.
WHY THE STREAM?
The Static Web; Blogs, Websites,Portals
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David Ogilvy: I do not regard advertising as
entertainment or an art form, but as a
medium of information.
WHY TWITTER?
Twitter is a platform that provides
people with information. From real-time world events to product
information, testimonials, and
consumer feedback. Twitter is a
medium of information.
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To be a conduit that connects top-
tier brands to top-tier influencers
OUR GOAL
NUMBER
OF
FOLLOWER
S
NUMBER
OF
PUBLISHERS
TOP-TIER PUBLISHERS
Most Influential Publishers1,000,000+ followers, celebrities, etc
Top-Tier Publishers50,000+ followers
Middle-Tier Publishers10,000+ followers
Long-Tail Publishers50 10,000 followers, endemic niche
**Ad.lyAdvertiser Partners
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With over 33,000+ publishers, Ad.ly is the largest ad
network for Twitter reaching more than 47,000 million users.
PUBLISHERS
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About | ad lee |
Ad.ly is an in-stream
advertising platform built
for a world where everyone
is a publisher.
REACHING OVER 47
MILLION FOLLOWERS ON
TWITTER,WE MATCH TOP-
TIER BRANDS W/ TOP-TIER
PUBLISHERS.
By listening to people, data, and our partners,we identify opportunities that represent arelevant media experience for our advertisers.
ABOUT AD.LY
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Message is displayed in-stream on the publishers Twitter feed.
Publishers are allowed one endorsed message per day.
HOW IT WORKS
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Using third party partners for reporting (Bit.ly, Awe.sm,Twitter) we provide the following reporting for each campaign
1. Clicks (by publisher)
2. CTR (by publisher)
3. Retweets
4. Overall # of followers reached from Retweets
REPORTING
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As prescribed the the FTC, allAd.ly messages meet federal endorsement guidelines by
providing disclaimer in the following formats:
1. A message of Typicality Example: Check this out ((link))(Ad)
Example: RT and follow @BrandName to get the first ((link))(Ad)
By disclosing (Ad), the message isclearly labeled an advertisement
2. Clear, conspicuous, and informative disclaimer Example: Im working with @BrandName to promote ((link))
Example: Happy to endorse ((link)) on behalf of @BrandName
Clear, conspicuous and informative disclaimer is written into the message
DISCLOSURE
Ad.ly has a 100% disclosure policy for all messages. This policy wasset in place well before the FTC mandate. Its our belief
that material relationshipsshould always be disclosed. We strongly encourage all of our advertising partners to read the
entire guideline established by the FTC which can be found here:
http://www.ftc.gov/os/2009/10/091005endorsementguidesfnnotice.pdf
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Leo Leporte
#1 Radio Tech Talk Show
154,600 followers
With 21,000 Twitter publishers reaching over 47 million followers, the
Ad.ly publisher list consists of the most influential people on the Web.
MALE INFLUENCERS
Kareem Abdul Jabar
NBA Hall of Fame LA Laker
1,145,000 followers
G4
1,115,500 followers
Shaq
NBA Basket Ball Player
2,734,000 followers
Brent Spiner
Classic Star-Trek Data
1,341,000 followers
Greg Grunberg
NBC Heroes
1,390,000 followers
Ali Nejad
NBC Late Night Host
974,500 followers
Levar Burton
Reading Rainbow/Star-Trek
1,572,000 followers
GuyKawasaki
The Original Mac Evangelist
Author/Venture Capitalist
204,000 followers
Darren Rowse
Author of Problogger
86,000 followers
Jeremiah Owyang
Forrester Researcher
57,000 followers
**Note: This is just a sample list. 100+ other
top-tier male endemic influencers couldeasily participate in this campaign
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FEMALE INFLUENCERS
Ad.lys Female InfluencerChannel reaches16 million female
Twitter users via most influential women in media and pop-culture.Publishers include:
- Britney Spears: 4,133,736 Twitter followers
-Kim Kardashian: 2,666,897 Twitter followers
- Brooke Burke: 1,649,453 Twitter followers
- Lauren Conrad: 792,520 twitter followers
- Nicole Richie: 763,442 Twitter followers-KourtneyKardashian: 759,793 Twitter followers
-AudrinaPatridge: 509,931 Twitter followers
- And 3,000 + more
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MAINSTREAM
BestAT -- @BestAt
1,139,147 followershttp://twitter.com/bestat
Best Daily Tweets / Humor / News
E! Online @eonline
1,958,000 followershttp://twitter.com/eonline
Twt.fm-- @TwtFM1,586,000 followers
http://twitter.com/bestat
Music Tweets / Tech News
Newsweek @Newsweek
1,179,000 followershttp://twitter.com/NewsweekLeading Technology Industry News
@TechCrunch1,295,000 followers
http://twitter.com/BestAt
*Possible Publisher not yet approved for Bing
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SPORTS
Shaq -- @THE_REAL_SHAQ
2,750,000 followershttp://twitter.com/THE_REAL_SHAQ
Tony Hawk -- @TonyHawk2,000,000 followershttp://twitter.com/TonyHawK
Shaquille ONeal
Tony Hawk
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ENTERTAINMENT
Kim Kardashian -- @KimKardashian2,800,000 followershttp://twitter.com/KimKardashian
Lauren Conrad -- @LaurenConrad
840,000 followershttp://twitter.com/LaurenConrad
Kim Kardashian E! The Kardashians
Lauren Conrad MTVs The Hills
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LIFESTYLEBrooke Burke -- @BrookeBurke
1,740,000 followershttp://twitter.com/BrookeBurke
Bethenny Frankel-- @Bethenny
88,000 followershttp://twitter.com/Bethenny
Dr Drew Pinsky-- @DrDrew
1,830,000 followershttp://twitter.com/drdrew
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FINANCE
Guy Kawasaki -- @GuyKawasaki
205,000 followershttp://twitter.com/GuyKawasaki
Mark Cuban -- @MCuban120,000 followershttp://twitter.com/MCuban
Guy Kawasaki Venture Capitalist
Mark Cuban Billionaire
CBOE -- @CBOE
762,297 followershttp://twitter.com/CBOE
Chicago Board Options Exchange (CBOE) is the largest
U.S. options exchange and the creator of listed
options.
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Reaching 600,000+ Comedy enthusiasts, the Ad.ly comedy channel
consists of the most influential comedians on the Web
COMEDY CHANNEL
Stephen Colbert
Colbert Report
94,500 followers
David Spade
Comedian
171,300 followers
Jamie Kennedy
Comedian
45,400 followers
Adam Carolla
Comedian
60,900 followers
George Lopez
Mexican-American Comedian
67,555 followersJason Mewes
Jay & Silent Bob
50,000 followers
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URBAN INFLUENCERS
KourtneyKardashian686,000 Followers
Tia Mowry163,000 Followers
Ray J117,000 Followers
Soulja Boy1,920,000 Followers
Rihanna Fans11,000 Followers
Ryan Leslie128,000 Followers
RocaW
ear#1 Hip-Hop/Urban Twitter Account1,000,000 Followers
Nicole Richie744,000 Followers
LilWayne Fans18,000 Followers
Kimberly Cole1,300,000 Followers
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DATA SERVICES:
IDENTIFY, ANALYZE, AND ENGAGEALL CONVERSATIONS TAKING PLACE
ABOUT YOUR BRAND ON TWITTER
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AD.LY ANALYTICS
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AD.LY ANALYTICS
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FULL DATA REPORTING
ONLY THREE MEDIA COMPANIES HAVE ACCESS TO THE ENTIRE DATA FEED OF TWITTER:
With access to the entire firehouse of Twitter data, Ad.ly is the only
media company to provides complete keyword reporting and Twitterdata.
EXAMPLE REPORT:
Every keyword mention of
ford -- sorted by influence
**Ad.lys data access is in partnership with PeopleBrowsr
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FOLLOWER CAMPAIGN
Build a contextual follower base foryour Twitter account. Identify,
follow, and engage Twitter users.
Indentify your Audience: Keyword Based
Life Stage Competitive Targeting
TechnologyAlgorithmic follow (&unfollow)
Direct Message Campaigns
Geo Targeting
Multiple Messaging Long-Term Audience Profiles
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Table ofContents
1. Viral Campaign Michael Jacksons This Is It
1. Awareness Campaign NBC Community
1. Conversion Tracking Campaign MSN
Olympics
All information is confidential to Ad.ly and its partners. This presentation
of performance data is meant for internal purposes only. Informationshouldnot be sharedexternally without prior written permission ofAdly,
Inc.
CASE STUDIES
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CASE STUDY - RATIONALE
Ad.ly worked with Sony Electronics to create
a viral campaign during CES. The goal was to
create conversations about #SonyCES by
giving away 6 bloggie cameras.
These are the results.
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**all performance data published in this case study has been provided byproprietary machine learning technology third party partners (i.e. Twitter).
92%The Bloggie campaignrepresented 92% of all
conversations taking
place about #SonyCES
*(during flight period) 01000 2000
3000
1/6/06
1/7/06
1/8/06
1/ /06
#SonyCES Bloggie + #SonyCES
#SonyCES
PERFORMANCE
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34
CAMPAIGN
PERFORMANCE
PUBLISHERS PARTICIPATED IN THE
CAMPAIGN REACHING 6 MILLION
FOLLOWERS
11,250NUMBER OF CLICKS ON
THE BIT.LY URL(S). .
4,446NUMBER OF RETWEETSContaining Keywords: #SonyCES and #Bloggie
CAMPAIGN BY THE NUMBERS:
ADDITIONAL FOLLOWERS REACH BYRETWEETS
2,442,946
40%ADDITIONAL REACH GAINED FROM VIRAL
UPTAKE (I.E. RETWEETS)
9
2%
OF ALL CONVERSATIONS
TAKING PLACE ABOUT
#SonyCES, CAME FROM THE
BLOGGIE CAMPAIGN
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Promoting Michael Jacksons new movie
This Is It, the goal of this campaign was tocreate a trending topic one week prior to
premiere.
Using a very modest test budget, Ad.ly selected 38 highly
influential publishers to participate in the campaign. Thepublishers delivered the following message:
RTthis & follow @SonyPictures to get a soundtrackto MJs new movie #thisisit. Every 20th RTgets one til
theyre gone! (Ad)
Participating publishers had follower counts that rangedbetween 10,000 1.2m followers. Here are some samplesof the Tweet:
CAMPAIGN OVERVIEW VIRAL CAMPAIGNMICHAEL JACKSONS THIS IS IT
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38
CAMPAIGN
PERFORMANCE
PUBLISHERS PARTICIPATED IN THE
CAMPAIGN REACHING 1.7 MILLION
FOLLOWERS
81xINCREASED NUMBER OF
CONVERSATIONS TAKING PLACE
ABOUT @SonyPictures.(SUPPORTING DATA: TWEETS 10/22 = 77, 10/23 = 6,229, 10/24=133)
6,229NUMBER OF RETWEETSContaining Keywords: @SonyPictures and #ThisIsIt
CAMPAIGN BY THE NUMBERS:
ADDITIONAL FOLLOWERS REACH BYRETWEETS
3,828,065
225%ADDITIONAL REACH GAINED FROM VIRAL
UPTAKE (I.E. RETWEETS)
9x INCREASED NUMBER OFCONVERSATIONS TAKING PLACE ABOUT#ThisIsIt.(SUPPORTING DATA: TWEETS 10/22 = 703, 10/23 = 6229, 10/24 = 1085)
1,007NEW FOLLOWERS FOR @SonyPictures
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REPORTING:
#ThisIsIt & @SonyPictures vs. Trending TopicsFor more than a 3 hour period of time, keywords #ThisIsIt and @SonyPicutres outperformed 5 other trending topicson Twitter (as observed by mentions and RTs). Even though the data shows we out trended many of theseterms, Twitter never officially selected our keywords as a trending topic. Twitters method of determining a trending topicis not public.
Previous 7 Days: Mentions of#ThisIsIt & @SonyPictures Keywords#ThisIsIt and
@SonyPicturesoutperformed five
trending topicsduring this time
period (as observedbyTwitter data).
flight
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Promoting NBCs new show Community
(@NBCcommunity), starring@ChevyChase, @JoelMcHale, and
@KenJeong, this campaign consisted of
three different messages than ran over a
three day period September 22nd
24th, 2009.
Taking place one week after NBC Communitys premiereweek, the goals of this campaign went as follows: (1)create awareness for the show and (2) generate interest forthe upcoming 2nd episode.
Sample Tweets:
CAMPAIGN OVERVIEW AWARENESS CAMPAIGNNBC COMMUNITY
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33
CAMPAIGN
PERFORMANCE
PUBLISHERS
PARTICIPATED IN THE
CAMPAIGN.
4xINCREASED NUMBER OF
CONVERSATIONS TAKING PLACE
ABOUT @NBCcommunity.
IN COMPARISION: IN-STREAM ADVERTISING VS. DIGITAL DISPLAY
1% - 3.33%AVERAGECTR (CLICK-THRU-RATE) FROM THE CAMPAIGN.Note: CTR is based on overall follower count. Meaning thatactual CTR is much higher since not every follower (i.e. Twitteruser) was using Twitter at the time the messages wentthrough.
CAMPAIGN BY THE NUMBERS:
Digital Display Advertising*: 1,000,000 impressions x 0.19% CTR = 1,900 clicks
In-Stream Advertising: 1,000,000 impressions x 1.00% CTR = 10,300 clicks
In-Stream Advertising: 1,000,000 impressions x 3.33% CTR = 33,300 clicks
In-Stream Advertising: 1,000,000 impressions x 12.8% CTR = 128,000 clicks
*average digital display campaigns deliver a .19% CTR, via eMarketeer
HIGHEST INDIVIDUALCTRPerformance targeting was deployed12.8%6.5millionNUMBER OF FOLLOWERS
REACHED IN THIS CAMPAIGN
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RETWEETS & NEGATIVE
REACTIONS
FOR EVERY 1 TWEET PLACED IN THE STREAM, 3 ORGANIC
TWEETS (RTS) WERE CREATED. 100+ RETWEETS
REACHED OVER 1.9 MILLION ADDITIONALFOLLOWERS.
0NUMBER OF NEGATIVE TWEETS
ASSOCIATED TO THIS CAMPAIGN.**As observed on search.twitter.com
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Generated buzz and awareness on Twitter
for the MSN Facebook application. Targetedmessages (aka Tweets) delivered bit.ly
links with conversation tracking pixels that
drove users to the MSN Olympics Facebook
application. Conversion pixels lived within
the Facebook application and recorded
conversions once users installed the
application.
Conversion pixel
CAMPAIGN OVERVIEW CONVERSION CAMPAIGNMSN OLYMPICS
34%CONVERSION RATE OF FACEBOOK
APPLICATION ADOPTION.
PERFROMANCE:
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DEREK REYVice President of Sales & Media - Adly Inc.
(web) www.ad.ly - (e) [email protected] - (p) 310.910.1012
Thank YouPrepared by: