paid social platforms as audience enablers - dplat, 8/13/14
DESCRIPTION
Paul Steketee's presentation deck from Digiday Platform Summit, August 13, 2014.TRANSCRIPT
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PLATFORM SUMMIT !
RITZ CARLTON HALF MOON BAY • AUGUST 13- 15
PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS
PRESENTED BY:
PAUL STEKETEE HEAD OF PAID SOCIAL AND EMERGING MEDIA
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PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS 2
AGENDA
1. THE SITUATION
2. THE OPPORTUNITY
3. THE PLATFORM AS AUDIENCE SOLUTION
4. THE RESULTS
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PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS 3
A NEW FORM OF ADDRESSABILITY IN DIGITAL HAS EMERGED
AAS 1.0 Name & Address
AAS 4.0 ID ENABLED ON PLATFORMS
1990 2014
AAS 3.0 Email Address
AAS 2.0 Phone #
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PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS 4
(#SharkNadoTheSecondOne)
Time spent in mobile apps surpassed time spent on desktop in January 2014
Cross device is the norm with the average American owning 4 devices
MOBILE HAS JUMPED THE SHARK
Source: Comscore & eMarketer
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PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS 5
80/20 RULE: MOST TIME ON MOBILE IS SPENT ON JUST A FEW PLATFORMS
PEOPLE DON’T “SURF” AS MUCH ON MOBILE
Source: Comscore ‘13
92%
% mobile
86%
68%
98%
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PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS 6
AD SPEND SHIFTING: A FEW BIG WINNERS EMERGE
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PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS 7
IF THE MEDIUM IS THE MESSAGE: THE PLATFORM IS THE AUDIENCE
PLATFORMS UNLOCK AUDIENCE IDENTITY
College Student / Heavy Gamer
Entertainment Junky in Midwest
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PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS
INCLUSION
EXCLUDEDSEGMENTS EXCLUDE EXISTING CUSTOMERS
CROSS-SELL, UP-SELL, REPEAT PURCHASE OR TARGET NEW PROSPECTS DIRECTLY
EXPAND REACH TO FIND NEW CUSTOMERS
Customer / Prospect Segments
TARGETED SEGMENTS
EXCLUDE SEGMENTS
LOOKALIKES TO EXPAND REACH
LOOKALIKES
MEDIA PERFORMANCE ANALYTICS, CONVERSIONS, MEASUREMENT OPTIMIZATION
EXCLUSION
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CRM Database
Beyond Cookies: ID Based Is More Accurate Across Platforms
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PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS
LOGIN ENABLES PERSISTENT ID
Define Your Target
1
ACTIVATE VIA
PAID SOCIAL
PLATFORMS
2 3
NATIVE: IN FEED & BEYOND
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FREQUENCY & SEQUENCING
DRIVE THROUGH THE FUNNEL
5
The Login is the Only Truly Persistent Identifier
RLSAGDN
BRING YOUR OWN DATA / ENABLE PLATFORM DATA
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PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS
Instagram: Intent Indicator
PLATFORMS UNLOCK AUDIENCE IDENTITY
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PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS
Pinterest: People Powered PLAs
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PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS
Twitter + MoPub: In the Billions each Month
Tweets Have all of the elements for Ad syndication in Mobile
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PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS
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CTR - 10X better than standard banner unit
Photo Post Link Post Native Video Post
The Full Screen - Now in the Palm of your hand
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PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS
Embedded VineEmbedded Photo
Native Video
The Full Screen - Now in the Palm of your hand
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PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS
Click To Call Card
Product Card
Lead Gen Card
The Full Screen - Now in the Palm of your hand
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!
RITZ CARLTON HALF MOON BAY • AUGUST 13- 15PLATFORM SUMMIT
PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS
THANK YOU! - GO FORTH AND MOBILIZE!!
PRESENTED BY:
PAUL STEKETEE HEAD OF PAID SOCIAL AND EMERGING MEDIA
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@Steketee