3ton30: understand native advertising on social media
TRANSCRIPT
UNDERSTAND NATIVE ADVERTISING ON SOCIAL MEDIA
Aubry Parks-Fried - Senior Manager, Social + Native
#3Ton30
WELCOME TO
DIGITAL INSIGHTS IN A LUNCH HOUR OR LESS
This month’s feature is native advertising on social media
BEGINNER
EXPERIENCED
EXPERT
THIS WEBINAR IS RATED:
Senior Manager, Social + Native
#3Ton30
AUBRY PARKS-FRIED
YOUR PRESENTER
WHAT IS NATIVE,REALLY?
DEFINITION:An advertisement that matches
the form and function of the platform on which it appears.
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HOW OFTEN DO YOU USENATIVE ADSIN YOUR SOCIAL MEDIA PLAN?
As much as possible
When desperate for performance
Quarterly
Native what?
a
b
c
d
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#3Ton30
TRICK QUESTION!
0.8 1 1.3 2 2.7 3.41 1.31.9
2.73.9
5.7
2.9
5.6
7.5
9.2
10.7
11.9
$0
$5
$10
$15
$20
$25
2013 2014 2015E 2016E 2017E 2018E
BIL
LIO
NS
Sponsorship Native-Display Social
A SHIFT IN THINKING(AND SPENDING)
Source: BI Intelligence
0.8 1 1.3 2 2.7 3.41 1.31.9
2.73.9
5.7
2.9
5.6
7.5
9.2
10.7
11.9
$0
$5
$10
$15
$20
$25
2013 2014 2015E 2016E 2017E 2018E
BIL
LIO
NS
Sponsorship Native-Display Social
A SHIFT IN THINKING(AND SPENDING)
Source: BI Intelligence
#3Ton30
eMarketer:Social and Native
are also the top two most effective
ad units
WHERE DOESNATIVE APPEAR?
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CustomIn-FeedPromotedListing
RecommendationSearchIn-Ad Display
IN-AD + NATIVE ELEMENTS
KEY PARTNERS
SEARCH + PROMOTED LISTING
KEY PARTNERS
RECOMMENDATIONKEY PARTNERS
IN-FEED
KEY PARTNERS
THE SOCIALSPHERE
SOCIAL AD SPEND BY PLATFORM
Estimated global social spend for 2015
14%LinkedIn
5%SocialGames
3%
Other6%
71%
Source: eMarketer 2015
72% of adults online are active Facebook users
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DATACONTENT SCALABILITY
FACEBOOKBY THE NUMBERS
Source: eMarketer 2015, Facebook
76%
The average user spends
157M active users in the US
45+ MINSlogged in on mobile, daily
of Facebook’s ad revenue comes from mobile
30%of millennials say they check in for news and information
several times a day
14%say they are checking
“constantly”
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FACEBOOK AD PRODUCTS
VISUALMOBILE DATA
INSTAGRAMBY THE NUMBERS
Source: eMarketer 2015, Facebook:
75M1 OUT OF EVERY 5
BRANDS ARE SEEING MASSIVE ENGAGEMENT LIFT ON THIS PLATFORM.
mobile mins is spent on FB or IG
70M
Up 108% since Q1 2014, vs. 32% on Twitter
and 27% on Facebook. photos uploaded daily
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active users in the US
INSTAGRAM AD PRODUCTS
MOBILE CONVERSATION REAL-TIME
TWITTERBY THE NUMBERS
34%
65M active users in the US
of users log in multiple times a day
80% of users are active on mobile
Almost half of the users come to the platform solely to consume content and conversations.
Source: eMarketer, Twitter
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TWITTER AD PRODUCTS
SEARCHINSPIRATIONALVISUAL
PINTERESTBY THE NUMBERS
Source: eMarketer, Shareaholic, Pinterest:
24%
47M active users in the US
user growth rate predicted through 2019
2ND website traffic driver in the social space, behind FacebookLARGEST
more likes than those without
93%of users use the platform
to plan purchases
36%Pins with prices get
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PINTEREST AD PRODUCTS
AWARENESSINSTANTSTORIES
SNAPCHATBY THE NUMBERS
100Mactive users worldwide
10 MINSThe average user spends
of US 13-34 y/o smartphone users are Snapchatters
6Bvideo views every day
60%
Generate
a day logged into the platform
Source: eMarketer, Snapchat
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SNAPCHAT AD PRODUCTS
THAT’S GREATAUBRY, BUT WHAT NOW?
Diversify placement with data-driven partners that can help you meet your objectives.
Find a partner!
Know where your customers go and be there with personalized messaging.
Be strategic.
Get to know your audience.Understand how, what, and why they consume on social.
Don’t view social or native as just one tactic but more as an important part of a holistic plan.
Take a big-picture approach.
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NATIVE IS AN IMPORTANT NEXT STEP IN THE EVOLUTION OF DIGITAL ADVERTISING.
THANKYOU.
Aubry Parks-FriedSenior Manager, Social + Native
#3Ton30