olive media "reaching social influencers and their listeners through rtb"

Reaching Social Influencersand their Listeners

Ray Philipose, VP Performance

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Olive Media’s RTB Capabilities

Technology

Data Management

Platform

1. Programmatic Buying (RTB)

2. Exclusive Inventory Access

3. Ad serving

4. Granular Reporting

Media

Olive Private Exchange

Exclusive premium inventory

AppNexus Google Ad Ex Rubicon

PubMatic AdMeld

Data

Olive Search Retargeting

(Exclusive data)

Olive Behavioral (Exclusive data)

Integrated 3rd party data

Campaign Manageme

nt

End to end campaign

management & optimization

RTB – Bid management

Brand protection policies

Renowned service

Social Targeting(Exclusive data)

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What We’ll Cover

1. Who are Social Influencers and Listeners?

2. Why reach them?

3. How do people share online?

4. How advertisers can reach social influencers and their listeners through RTB?

5. How is this different from advertising on the Facebook Exchange

6. Does it work?

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1. Who are Social Influencers and Listeners?

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ListenerInfluencer

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2. Why Reach Them?

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The Power of Sharing

Sharing is one of the most intimate andmost global of human behaviors.

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People Share What’s Important

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People Pay Attention to their Friends

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People Influence Decisions

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90%listen to friends1

50%more engaged2

5xhigher intent3

Influencers and Listeners are Valuable to Marketers

1- Nielsen2- ShareThis

3- Emarketer

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for

It’s valuable to be connected to conversation

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3. How do People Share Online?

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How People Share

• Sharing generates 10% of all Internet traffic (Canadians share 30 billion pieces of content each month1)

• Facebook is the largest sharing channel at 38%, but by no means the only one, with email accounting for 17%.

1Hermida et al., ‘hare, Like, Recommend: Decoding the social media news consumer, Journalism Studies, iFirst, March’122- ShareThis Internal Research

CLICKING ON LINKS BY SHARING CHANNEL 2

Facebook

38%

Email

17%Twitter

11%

Other(Bookmarking,Blogs, etc)

34%

Sharing is 31% of

site referral traffic!

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46%

Arts & Entertainment 65%

Music 64%

VideoGames

Business & Investment

40%

Health & Science

54% 31%

Facebook Other Social

Twitter Email Other

5%

Sharing by Content Vertical

2%

34%

31%

29%

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4. How to Reach Influencers and Listeners (via RTB)?

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How it Works

The Share1

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How it Works

The Sharing Insight2

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How it Works

Tracking the Listener3

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How it Works

Reaching Influencers & Listeners4

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How Social Data Differs from Traditional Data

TRADITIONAL DATAWITH THE POWER OF

SOCIAL DATA

Age

Where they live

What they search for

Past behavior

What they love based on what they share

Who they influence and who they listen to

Who else is like them

Which channels they use for sharing

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5. Is this the Same as Advertising on FBX?

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Social Targeting BXF

Data Sharing Data X

Inventory

Web XVideo XFacebook Exchange

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6. Does it Work?

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Pre-Roll Video Case Studies

HIGH END OUTDOOR CLOTHING BRAND

Campaign Goal: High CTR

Performance Goal: High CTR

ShareThis Results:

• CTR: above 2.5%

Campaign Goal: Awareness of new vehicle launch

Performance Goal: Completion Rate and CTR

ShareThis Results:

• CTR: 1.01%

• Completion Rate: 75%

LEADING AUTOMOBILE BRAND

Campaign Goal: High completion rate

Performance Goal: 75% - 80%

ShareThis Results: Best on plan

• CTR: 0.48%

• Completion Rate: 90%

PROMINENT ONLINE CONTENT NETWORK

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CPG Case Studies

Campaign Goals:

• Drive Video Completion Rate above 50%

•Traffic driven to client’s Facebook pageProduct: Pre-roll VideoPerformance:

• Completion Rate = 70%, 80% for the second half of the campaign after optimizations

• Clicks driven to social pages = 82,610

Popular Yogurt Brand Frozen Foods/AppetizersCampaign Goals:

•Reach female meal planners across video and standard display

•Drive Traffic to client’s site with CTR .15%+

Products: Pre-roll, Mobile, Display

Performance:

•Pre-roll Video CTR = .50

•RM/Display CTR = .17%

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Automotive Performance and Benchmarks

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Honda Accord Launch - Top 2 Partner• Consistently exceeded CPA goals for national auto campaign• KPI’s include: Cost per Build, Cost per Lead, Info Requests, Site Actions• Led the campaign with the highest rich media interaction rates

General Benchmarks*In-Market• Avg Cost per Action: ~$2.00 - $3.30 range• Avg. Cost per Lead: $400 - $600• Avg RM Interaction Rate: 1.8%

DR• Avg. Cost per Purchase: Exceeding goals by 25% - 30%• Avg. Return on Ad Spend: Exceeding goals by 30%• Avg Cost Per Action: Exceeding goals by 40%

*Benchmarks will vary based on OEM and product line

Nissan In-Market - #1 CPA Performer• Drove the lowest CPA based on in-market metrics• Cost Per Lead metric was lowest on the campaign• 1.5x higher interaction rate than competitors

Kia Rio - Consistent Performance• Quarter over quarter top 3 partner for lifestyle initiatives• Driving 2-3x higher interaction rates and site visits than campaign averages

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for

Questions?