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Beer and the Death of the Banner Ad formerly
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Beer and the Death of the Banner Ad
formerly
May 18, 2012
1:00 Get Food1:20 Introduction1:30 “Death of the Banner Ad” Presentation1:50 Quick TapInfluence Demo1:55 Office Tour2:00-2:30 Mingling, Ping Pong and Foosball
I’ve built communities for 15 yearsFrom Dial-up Bulletin Boards To 75,000 Women Bloggers
(reaching 10 Million)
Now building communities and conversations for the worlds top brands…
Problem: Ad blindness and distraction intolerance
• 31% aren’t even “viewable” (Comscore Study)• 92% of those viewable aren’t even noticed (Nielson Eye
Tracking)• .04% engaged with
• $25,000 spend at Federated Media– $8 CPM– 3.125M impressions– 2.125M viewable– 127,000 “noticed” impressions [just an image]– 1200 engagements
Banner Ads by the Numbers
Solution: Get out of the sidebar, and into the content
Get into the conversationQuit trying to be a distraction
Banner ads on a social site is not social advertisingSimple test: “Is my message in the widest column on the page?”
Facebook likes aren’t the silver bullet
• Facebook Fan/Like Reach Rates (Brand Pages)– 2009: 48%– 2010: 35%– 2011: 24%– 2012: 16% <- but you can PAY for more
“We must acknowledge that our customer relationships [on Facebook] are not owned — they’re rented” – Ben Winkler, Chief Digital Officer OMD
Facebook: little branding and hard to truly engage a consumer
The interest graph is more relevant to brands than the social graph
Topic based blogs and forums get the same # of visitors each month as Facebook
Technology
Social GraphInterest Graph
Entrepreneurship
Tennis
Boulder
High School
Friends from Colorado
Family
Work Friends
Enter “Influencer Marketing”Turn your marketing message into a
conversation then team with influencers to start that conversation on blogs Facebook,
Twitter, Pinterest and whatever is next
Influencer Marketing Bonus: Halo Effect
500,000 friends
50M friends friends
Reach of a popular reality
TV show
Jenny of SouthernSavers.com
20% of US population!
It’s HARD to do this at “Banner Ad Scale”
Influencer Activation Platform
75,000 Bloggers[Influencer Research & Management System]
Turn-key “Social Activation Products”
Robust Tracking & Reporting Technology
Results: Allstate
Story contest seeded by 40 top bloggers
reaching 3M
4 Million tracked views of content from blogs,
FB, and Twitter
Resulted in 6,000 shares, Over 16,000
votes in just 4 weeks
Bottom Line:TapInfluence = $25kBanner Ad = > $75k
Results: PillsburyRecipe share seeded
by 40 top food bloggers reaching 2M
2 Million tracked views of content from blogs,
FB, and Twitter
Resulted in 13,000 votes and over 10,000
“prints” in just 4 weeks
Bottom Line:TapInfluence = $30kBanner Ad = > $65k
