TWITTER ADVERTISING : !BRAND, PERFORMANCE & MOBILE ADVERTISING
Prepared by: !Derek Rey, Vice President of Sales, Adly Inc. !
http://ad.ly
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 treasure” "Published: October 24th, 2009 (link to article)
Content is shifting from the web to the stream. !
WHY THE STREAM?
The Static Web; Blogs, Websites, Portals
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.
To be a conduit that connects top-tier brands to top-tier influencers
OUR GOAL
NUMBER OF FOLLOWERS
NUMBER OF PUBLISHERS
CELEBRITY PUBLISHERS
Most Influential Publishers!1,000,000+ followers, celebrities, etc !
Top-Tier Publishers!50,000+ followers !
Middle-Tier Publishers!10,000+ followers !
Long-Tail Publishers!50 – 10,000 followers, endemic niche
**Ad.ly Advertiser Partners
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 a relevant media experience for our advertisers.
ABOUT AD.LY
TWO PRODUCT CATAGORIES
• 70,000 influential publishers
• 54m unique users on Twitter
• Cost Per Tweet
Influencer Network Application Network • Leading Twitter Applications
• Contextual, Audience, & Geo Targeting
• Cost Per Click
INFLUENCER NETWORK
PUBLISHERS
With over 70,000 influential publishers, Ad.ly reaches 54m unique users on Twitter
Kim Kardashian
50 Cent Ashley Simpson
E!Online Soulja Boy Mandy Moore
Dr. Drew Pete Wentz Pete Yorn G4TV
Giuliana Rancic
Nick Canon Chris Brown Paula Abdul Levar Burton
Jim Jones Paul Pierce Ryan Schectler
Bob Villa Lauren Conrad
Michael Ian Black
Samantha Ronson
Snoop Dog Gossip Girl Soliel Moon Frye
Greg Grunberg
TechCrunch Danny Masterson
Hypnogaja Joel Stein
Khloe Kardashian
Chris Hardwick
Charity Water
Kimberly Cole
Matisyahu Newsweek Tyrese Nick Swisher
Kourtney Kardashian
Ivete Sangalo
AD.LY INFLUENCERS WITH OVER 1,000,000 TWITTER FOLLOWERS
UNIT ECONOMICS
Your message reaches the entire Twitter eco-system
Desktop Applications Largest source of Twitter traffic comes from these thrid-party
applications
Twitter Search Most popular utility for Twitter
Search. Celebrity Tweets appear as “Top Tweets.”
Twitter.com Messages appear in-stream
and on user profiles throughout Twitter.com.
Mobile Applications All mobile Twitter mobile
applications
HIGH-AWARENESS MESSAGING Delivered in-stream by the most influential people on Twitter.
COMING SOON In-stream rich media display (images & YouTube)
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
As prescribed by the FTC, all Ad.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 is clearly labeled an advertisement"
2. Clear, conspicuous, and informative disclaimer "• Example: “Iʼm 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 was set in place well before the FTC mandate. Itʼs our belief that material relationships should 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"
TEEN FEMALES - THE HILLS
AUDRINA PATRIDGE 951,641 followers
KRISTIN CAVALLARI 204,272 followers
BRODY JENNER 605,367 followers
LAUREN"CONRAD 1,091,432 followers
SPENCER PRATT 863,435 followers
HEIDI "MONTAG 1,078,992 followers
WOMEN - E! Entertainment LAUREN CONRAD "Television Personality, Actress,
Author, Fashion Designer
Star of 2 Hit MTV Reality Shows
Laguna Beach
The Hills
-
2006-2009 TEEN CHOICE FEMALE REALITY STAR
-
2 New York Times Bestsellers
L.A. Candy
Sweet Little Lies
-
National Fashion Line
LC by Lauren Conrad
WOMEN - E! Entertainment
CHELSEA HANDLER 2,362,115 followers
KHLOE KARDASHIAN 1,392,450 followers
KOURTNEY"KARDASHIAN 1,189,607 followers
KIM KARDASHIAN 4,085,790 followers
KRIS KARDASHIAN 305,528 followers
KENDRA WILKINSON 695,943 followers
HOLLY"MADISON 474,437 followers
KIM KARDASHIAN"Television Personality, Producer,
Actress, Model
Star of E!’s
Keeping Up with the Kardashian
-
Contestant on ABC’s
Dancing With the Stars
-
Co-Author of Upcoming Autobiography
Kardashian Konfidential
-
Producer of E!’s
Spin Crowd
-
Co-Owner of Clothing Boutique
D-A-S-H
WOMEN – REAL HOUSEWIVES
KELLY"BENSIMON 36,484 followers
GRETCHEN"ROSSI 46,133 followers
BETHENNY FRANKEL 245,149 followers
KANDI"BURRUSS 187,988 followers TERESA
GIUDICE 84,841 followers
ENTERTAINMENT
MATISYAHU 1,252,691 followers
SOULJA BOY 2,244,789 followers
SNOOP DOGG 1,691,014 followers
CHRIS "BROWN 591,708 followers
SNOOP DOGG"Entertainer, Rapper, Record
Producer, Actor
8 Platinum Albums
-
12 Grammy Nominations
-
6 MTV Awards
-
Star of E!’s
Snoop Dogg’s Father Hood
ATHLETES
FREDDY"ADU 368,771 followers
SHAUN PHILLIPS 368,174 followers
NICK SWISHER 1,231,898 followers
PAUL PIERCE 1,600,057 followers
CHRIS BOSH 240,636 followers
PAUL PIERCE" Boston Celtic
2008 NBA Champion and Finals MVP
-
8-time NBA All-Star
-
2010 NBA 3-Point
Shootout Champion
COMEDIANS
STEPHEN"COLBERT 97,847 followers
JAY MEWES 64,962 followers
CHRIS "HARDWICK 1,349,545 followers
JENNY"McCARTHY 151,732 followers
MICHAEL IAN BLACK 1,556,772 followers
CHRIS HARDWICK"Actor, Television Personality, Writer, Musician, Comedian
Host of MTV’s Singled Out
-
Host of G4’s Web Soup
-
Gadget Reviewer on G4’s
Attack of the Show
-
Host of WIRED Science
-
Writer for Wired Magazine
FAMILIES
TRISTA"SUTTER 25,907 followers
APOLO OHNO 190,046 followers
DR DREW 1,949,066 followers
MARK"CUBAN 190,523 followers
REV RUN 1,226,906 followers
DR. DREW"Board-certified Internist
and Addiction Specialist,
TV Personality, Radio Host
Host of 3 VH1’s Shows
Celebrity Rehab with Dr. Drew
Sex Rehab with Dr. Drew
Celebrity Rehab Present Sober House
-
Host of MTV’s
Sex…With Mom and Dad
-
Host of Love Line
NEWS
APPLE AND MAC NEWS 133,805 followers
FOX SOCCER 69,847 followers
MYSTYLE QUICK TIP 844,136 followers
E! ONLINE 2,278,551 followers
NEWSWEEK 1,251,806 followers
G4 1,144,709 followers
TECHCRUNCH 1,405,726 followers
APPLICATION NETWORK *PRIVATE BETA
TWITTER APPLICATIONS
Seesmic Tweet Deck
Echofon Uber Twitter
Targeting audiences on the most popular applications Reach the Twitter Eco-System with advanced targeting for mobile and desktop applications:
1. Conversational Targeting
2. @Follower Name Targeting
3. Geo Targeting
Media Placement
Targeting Conversations, Audiences, and Geography
HOW IT WORKS
Contextual !Target conversations by keywords (i.e. anyone talking about Project Runway, Oprah, Gain, etc)"
@Follow Name!Target the audiences of follower names (i.e. target everyone following @TaylorSwift, @Ellen, @Oprah)
Geo "Target by Geographic area (i.e. DMA or City, example Los Angeles)
DATA SERVICES:!
IDENTIFY, ANALYZE, AND ENGAGE ALL CONVERSATIONS TAKING PLACE
ABOUT YOUR BRAND ON TWITTER
AD.LY ANALYTICS
AD.LY ANALYTICS
FULL DATA REPORTING
ONLY THREE MEDIA COMPANIES HAVE ACCESS TO THE ENTIRE DATA FEED OF TWITTER:
With access to the entire “firehose” of Twitter data, Ad.ly is the only media company to provide complete keyword reporting and Twitter data.!
EXAMPLE REPORT:Every keyword mention of “ford”-- sorted by influence
**Ad.ly’s data access is in partnership with PeopleBrowsr
Table of Contents
1. Sony CES – Staying top-of-mind during high traffic
2. Viral Campaign – Michael Jackson’s This Is It
3. Awareness Campaign – NBC Community
4. Conversion Tracking Campaign – MSN Olympics
All information is confidential to Ad.ly and it’s partners. This presentation of performance data is meant for internal purposes only. Information should not be shared externally without prior written permission of Adly, Inc.
CASE STUDIES
DEAR JOHN: CASE STUDY DIRECT MESSAGE CAMPAIGN – 2010 OMMA AWARD NOMINEE
CHANNING TATUM CAMPAIGN – 2010 OMMA AWARD NOMINEE
Ad.ly partnered with Sony Pictures & Channing Tatum to deliver custom content delivered through Channing’s Twitter account, promoting the film Dear John.
The campaign execution included a “direct message” component which involved sending a custom message to 140,000 fans of Channing Tatum.
SENT TO 140,000 OF HIS FOLLOWERS
DIRECT MESSAGE SUCCESS STORY
ChanningTatum: “Hey, its me Chan. Check out this exclusive glimpse of my new movie Dear John
http://bit.ly/aaaa only for my friends on twitter. Plz RT”
CAMPAIGN PERFORMANCE: 19.1% CTR 140,000 OVERALL CLICK-THRU-RATE: MESSAGES DELIVERED
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. !
**all performance data published in this case study has been provided by proprietary machine learning technology third party partners (i.e. Twitter).
92% The Bloggie campaign represented 92% of all conversations taking
place about #SonyCES!*(during flight period) 0
1000 2000
3000
1/6/06
1/7/06
1/8/06
1/9/06
#SonyCES Bloggie + #SonyCES
#SonyCES PERFORMANCE
34 CAMPAIGN PERFORMANCE
PUBLISHERS PARTICIPATED IN THE CAMPAIGN REACHING 6 MILLION FOLLOWERS
11,250 NUMBER OF CLICKS ON THE BIT.LY URL(S). ."
4,446 NUMBER OF RETWEETS!Containing Keywords: “#SonyCES” and “#Bloggie”
CAMPAIGN BY THE NUMBERS:
ADDITIONAL FOLLOWERS REACH BY RETWEETS!
2,442,946 40% ADDITIONAL REACH GAINED FROM VIRAL UPTAKE (I.E. RETWEETS)
92% OF ALL CONVERSATIONS TAKING PLACE ABOUT #SonyCES, CAME FROM THE BLOGGIE CAMPAIGN ")
Promoting Michael Jackson’s new movie This Is It, the goal of this campaign was to create 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. The publishers delivered the following message:
“RT this & follow @SonyPictures to get a soundtrack to MJ’s new movie #thisisit. Every 20th RT get’s one til they’re gone! (Ad)
Participating publishers had follower counts that ranged between 10,000 – 1.2m followers. Here are some samples of the Tweet:
CAMPAIGN OVERVIEW VIRAL CAMPAIGN MICHAEL JACKSON’S THIS IS IT
38 CAMPAIGN PERFORMANCE
PUBLISHERS PARTICIPATED IN THE CAMPAIGN REACHING 1.7 MILLION FOLLOWERS
81x INCREASED NUMBER OF CONVERSATIONS TAKING PLACE ABOUT @SonyPictures."(SUPPORTING DATA: TWEETS 10/22 = 77, 10/23 = 6,229, 10/24=133)
6,229 NUMBER OF RETWEETS!Containing Keywords: “@SonyPictures” and “#ThisIsIt”
CAMPAIGN BY THE NUMBERS:
ADDITIONAL FOLLOWERS REACH BY RETWEETS!
3,828,065 225% ADDITIONAL REACH GAINED FROM VIRAL UPTAKE (I.E. RETWEETS)
9x INCREASED NUMBER OF CONVERSATIONS TAKING PLACE ABOUT #ThisIsIt."(SUPPORTING DATA: TWEETS 10/22 = 703, 10/23 = 6229, 10/24 = 1085)
1,007 NEW FOLLOWERS FOR @SonyPictures
REPORTING: !
“#ThisIsIt” & “@SonyPictures” vs. Trending Topics For more than a 3 hour period of time, keywords “#ThisIsIt” and “@SonyPicutres” outperformed 5 other trending topics on Twitter (as observed by mentions and RT’s). Even though the data shows we out trended many of these terms, Twitter never officially selected our keywords as a trending topic. Twitter’s method of determining a trending topic is not public.
Previous 7 Days: Mentions of “#ThisIsIt” & “@SonyPictures” Keywords “#ThisIsIt” and “@SonyPictures” outperformed five “trending topics” during this time period (as observed by Twitter data).
flight"
Promoting NBC’s 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 Community’s premiere week, the goals of this campaign went as follows: (1) create awareness for the show and (2) generate interest for the upcoming 2nd episode.
Sample Tweets:
CAMPAIGN OVERVIEW AWARENESS CAMPAIGN NBC COMMUNITY
33
CAMPAIGN PERFORMANCE
PUBLISHERS PARTICIPATED IN THE CAMPAIGN.
4x INCREASED NUMBER OF CONVERSATIONS TAKING PLACE ABOUT @NBCcommunity .
IN COMPARISION: IN-STREAM ADVERTISING VS. DIGITAL DISPLAY
1% - 3.33% AVERAGE CTR (CLICK-THRU-RATE) FROM THE CAMPAIGN. Note: CTR is based on overall follower count. Meaning that actual CTR is much higher since not every follower (i.e. Twitter user) was using Twitter at the time the messages went through.
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 INDIVIDUAL CTR!Performance targeting was deployed
12.8%
6.5million NUMBER OF FOLLOWERS REACHED IN THIS CAMPAIGN
RETWEETS & NEGATIVE REACTIONS
FOR EVERY 1 TWEET PLACED IN THE STREAM, 3 ORGANIC TWEETS
(RT’S) WERE CREATED. 100+ RETWEETS REACHED OVER
1.9 MILLION ADDITIONAL FOLLOWERS.
0 NUMBER OF NEGATIVE TWEETS ASSOCIATED TO THIS CAMPAIGN.!**As observed on search.twitter.com
Generated buzz and awareness on Twitter for the MSN Facebook application. Targeted messages (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 CAMPAIGN MSN OLYMPICS
34% CONVERSION RATE OF FACEBOOK APPLICATION ADOPTION.
PERFROMANCE:
DEREK REY !Vice President of Sales & Media - Adly Inc. !
(web) www.ad.ly - (e) [email protected] - (p) 310.910.1012!
Thank You Prepared by: