social media - digital communications...intro 3 in this advertising guide: · ad specs · ad rates...

Advertising Guide2017-2018

Social Media

Social Networks included:•

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Cumulative research on popular social networks, their U.S. demographics, ad pricing, and ad specs.

twitter

COntents•intro•Facebook•Twitter•Instagram•Snapchat•Pinterest••Youtube•LinkedIn•Tumblr•Reddit•Google+•Slideshare•Imgur

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90% of the world’s data has been generated over the past few years, thanks to big data.

It would take 10 years to view all the photos shared on

Snapchat within the last hour.

Nearly two-thirds of American adults – 62%– get news from a social media site.

1 million new active mobile social users are added every day. That’s 12 each second.

US adults spend an average of 1 hour, 16 minutes each day watching video on digital devices.

INTRO

3

In this Advertising Guide: · Ad Specs · Ad Rates · Ad Types

In the past 20 years, social media use has skyrocketed in the U.S. In 2005,

only 5% of Americans had a social media profile. Fast forward to 2017 and that number jumps up to 70%.

Because of this, social media has been used as an advertising medium to tracks users’ likes and dislikes, interact with consumers, and target more specific markets.

· Demographics · Network User Statistics AND MORE!

· Pew Research Center· Omnicore Digital Marketing· Science Daily· Tumblr Advertising· eMarketer· Reddit Help· Social Me· Social Media Today· WERSM· BrandWatch· Statistic Brain

· AdEspresso· Hootsuite· Alexa - Amazon· YouTube Advetising· Zephoria Digital Marketing· Business Insider· Sp· Sprout Social· Snapchat Advertising· Postcron· LinkedIn Advertising

· Google Adwords· Facebook Advertising· Digital Communications· Slideshare Advetising· Pinterest Advertising· DMR· A· AdJelly· Instagram Advertising· Twitter Advertising· Quantcast

References:

www.digitalcommunicationscareers.comSocial Media Advertising Guide

© 2017 Digital Communications Careers

4www.digitalcommunicationscareers.comSocial Media Advertising Guide

Facebook Ad Rates vary depending on the audience, ad quality, time of year, type of bidding, daily/lifetime budget, and

the set objective.· Average CPC in the U.S. = $0.26

· Average cost per like in the U.S.= $0.20· Average cost per app install in the U.S.= $2.28

AD RATES

Objectives

Statistics

2,010,000,000

300,000,000

20 minutesMonthly Active Users

Average time spent per Facebook visit

1 in 5Page views in the USAoccurs onFacebook

Posts Every Day

Single Image Single VideoCarousel

Slideshow Canvas

Ad SPECS

*Check out www.facebook.com/business for more information

demographics

48%male

52%female

$27% of users make <$30k

24% of users make >$75k24% of users make $50K-$75k25% of users make $30K-$50k

214 million Americans use Facebook

DescriptionWith over 1.32 billion daily active users, Facebook is

the world’s largest social networking site.

• App Installs• Brand awareness• conversions

• store visits• traffic• video views

• engagement• lead generation• reach

· Size: 1200x628· Ratio: 1.91:1· Text: 90 characters· Headline: 25· Link: 30

· Size: 1080x1080· Ratio: 1:1· Text: 90 characters· Headline: 40· Description: 20

· Size: 1280x720· Ratio: 16:9, 2:3, 1:1· Text: 90 characters· Headline: 25· Description: 30

· Size: 1200x628· Image Ratio: 1.91:1· Text: 90 characters· Headline: 45· Description: 30· Video Format: .mp4/.mov· Video Ratio: · Video Ratio: 16:9, 1:1

· Format: .mp4/.mov· Ratio: 16:9· Size: 2.3GB· Length: 60 min. max· Text: 90 characters· Headline: 25· Link: 30· Link: 30· Caption: 2200

www.digitalcommunicationscareers.comSocial Media Advertising Guide 5

•Promoted Tweet - Cost: $0.50-$2.00 - Avg.: $1.35/Engagement

•Promoted Account - Cost: $0.50-$4.00 - Avg.: $2.35/Follower

•Promoted Trends - Cost: $200,000/Day

AD RATES

Statistics

328,000,000

500,000,000

91%Users

increase in total ad engagementsyear-over-year

Tweets Every Day

cards

in-stream Photovideo ads

tweets

Ad SPECS

*Check www.business.twitter.com for more INFORMAtion

demographics

49%male

51%female

$21% of users make <$30k

26% of users make >$75k25% of users make $50K-$75k19% of users make $30K-$50k

Only 21% of Americans use Twitter; 87% know of Twitter

DescriptionTwitter is a news and social media platform that resembles texting; it allows a user to post his or her thoughts as a tweet and interact with individuals in 140 characters or less.

twitter

· Promoted tweets - boost an old tweet· Promoted account - promote their account to new followers.· Promoted trends - placement in the trends section of Twitter for one day

Characters: 140· Media: Image· Width:800· Height: 418· Format: .jpg,.png,.gif· Aspect Ratio: Varies· CTA: 20· Description: 50· Description: 50· Tweet: 116

· Media: Video· Width:1280· Height: 1024· Format: .mp4· Aspect Ratio: 1.2:1· File Size: 15MB· Title: · Title: 70· Description: 200· Tweet: 116

· Width:1024· Height: 512· Aspect Ratio: 2:1


photo videocarousel stories

AD RATES

Statistics

1,000,000+

75%

1/3

60%

advertisers use Instagram to promotebusinesses

of people say they discover new products on Instagram

of users take action after being inspired by a post

of the most viewed storiesare from businesses

Ad SPECS

*Check www.business.instagram.com for more requirements

demographics

32%male

68%female

$26% = <$30k26% = >$75k

Income for adult internet users who use Instagram

30% = $50K-$75k27% = $30K-$50k

Only 20% of Instagram users are from the USA

DescriptionWith over 700 million Active users, instagram is one of the most popular photo-sharing apps.

•Depending on your budget, objective, and type of ad, pricing will vary•Ads are typically sold in CPM and through online auctions•Average CPM (cost per 1000 views): $6.70•Minimum: $5 for ≈ 5000 views•”Social Influencers” can be paid to promote your product in 1 post or story. Accounts can charge how much they would like. (Example: account with 300k followers charges around $100+ for 1 promotion)

· Media: Image

· Width:1200(max)

· Height: 628(max)

· Format: .jpg/.png

· Aspect Ratio: Varies

· File Size: 30 MB

· Caption: · Caption: 125

· Media: 3-5 Images

· Width:1080(max)

· Height:1080(max)

· Format: .jpg/.png

· Aspect Ratio: 1:1

· File Size: 30 MB


· Media: Image/Video

· Landscape:1080x1920

· Portrait: 1920x1080

· Format: .jpg,.png,.mp4

· Aspect Ratio: 9:16/16:9

· File Size: 30 MB


· Media: Video

· Format: .mov

· Aspect Ratio:1.9:1

· File Size: 30 MB

· Caption: 125

· Frames: 30 fps

· Audio: Ste· Audio: Stereo AAC


•Snap Ads - Minimum: $3000/month

•sponsored lenses - $450,000/day (Sun-Thurs) - $500,000/day (Fri-Sat) - $700,000/day *for *for holidays or special events

•discover ads - Minimum: $50,000/day - Live Story: $250,000

•Geofilters - Pricing depends on location, time, and special events - Minimum: $5

AD RATES Objectives

Statistics

30 minutes

2,800,000,000

of daily Snapchatters create with the Snap camera every day

60%

File Size: <300 kb

Geofiltersnap ads

Ad SPECS

File Format: PNG-24

*Only use 25% of screen

*Check www.FORBUSINESS.snapchat.com for more requirements

File Size: <32 mb

Canvas Size:1080 by 1920 Canvas Size:1080 by 1920

FIle Format:.mp4 or .mov

Length: 3-10 seconds

*Must feature visual branding

Acceptable Creatives:•cinemagraph •still image•slideshow •live video•gif-like

Restrictions: •No hashtags, urls, or snap/social usernames•No gambling/lottery graphics•See snap submission guidelines for mo guidelines for more

demographics

30%male

70%female

$62% of users make <$50k32% of users make >$50k

60% of 13-34 year old smartphone users use Snapchat

DescriptionWith over 166 million daily Active users, snapchat pulls in their active audience at least 18 times a day.

Average time spent in the app each day by dailySnapchatters

18+Average number of times daily Snapchatters open the app each day

Snaps Every Day

· Raise · Increase · Drive Awareness Consideration Action


AD RATES

Statistics

14,000,000

2/3

Ad SPECS

*Check www.business.pinterest.com for more information

demographics

19%male

81%female

$

70 million Pinterest users are from the USA

DescriptionWith over 2 million daily users, Pinterest is a social network that allows users to share using “Pinboards”.

articles pinnedeach day

· Promoted Pins

Promoted Pins

TYPES OF ADS

· Promoted Video Pins

Promoted Video Pins

· One-tap Pins· Promoted App Pins

· Cinematic Pins

· Width: Minimum 600 pixels· Height: 900 pixels to 2100 pixels· Format: .jpg, .png, .gif· Aspect Ratio: 2:3 to 1:3.5· Additional Note: Pins should be vertically oriented so they appear fully on use fully on users’ feeds.

· Format: Youtube or Vimeo

of Pinners have purchased a product because of Pinterest

of pins represent brands and products

87%

30% = <$30k

35% = >$75k31% = $50K-$75k32% = $30K-$50k

Income for adult internet users who use Pinterest

Promoted Pin · Minimum CPC: ≈$0.15 · Average CPC: $0.50-$1.50 · Average CPM: $5.00

Brand Awareness · Minimum: $5.00

Pinterest offers 3 types of ad campaigns: Awareness, Engagement, and Traffic. By bidding on ad slots, advertisers

choose their own pricing for ads.

$www.digitalcommunicationscareers.comSocial Media Advertising Guide 9

• display

display

• overlay

overlay

• bumper

bumper

• sponsored cards

sponsored cards

• skippable video skippable video

• non-skippable video non-skippable video

Types Of Ads

AD RATES

Statistics

2,598,400,000

300 hours

30,000,000

video Ad SPECS

*Check www.youtube.com/yt/advertise for more requirements

demographics

54%male

46%female

20% of Youtube views come from the USA

Description As the internet’s second largest search engine in the world,

YouTube has the largest video viewership online.

Users

Visitors Per Day

of video are uploaded every minute

• Depending on your budget and type of ad, pricing will vary• Video campaigns are measured by CPV, CTR, and other engagements• Average CPV (cost per 1000 views): $0.10-$0.30• Minimum: $10 for 200 views (engage w/ ad or no skipping)

19% of users make $75k-$100k27% of users make $100k+

26% of users make $50K-$75k26% of users make $0-$50k

300x250 or 300x60

Plays in video player 15 or 20 seconds

6 seconds Card sizes vary

468x60 or 728x90

10

•Minimum CPM: $2.00/1000 impressions•Minimum CPC (PPC): $2.00/click•Minimum Campaign Budget: $10/day or $10/total

AD RATES

Statistics

500,000,000

94%

0.025%

106,000,000

Ad SPECS

*Check www.business.linkedin.com for more requirements

demographics

56%male

44%female

$31% of users make $50k-$75k25% of users make $0-$50k

44% of users make $75k+

133 million users come from the usa

DescriptionLinkedIn is a professional social network that helps peers connect with colleagues,potential new employers

and remain up to date with industry trends.

Users Worldwide

Monthly Users

of B2B marketers use LinkedIn to

distribute content

Click-Through Rate

Sponsored Content

Sponsored InMail

Text Ads

· Image: 50x50 pixels· Headline: 25 characters· Description: 75 characters

· Image: 1200x627 pixels· Headline: 70 characters· Description: 152 characters

· Image: 300x250 pixels· Subject: Keep short, concise, and powerful· Copy: >1000 characters


11*Check www.tumblr.com/business for more information

Though your own budget will be set, the minimum cost of a Tumblr ad campaign is $25,000.


AD RATES

Statistics

200

#1

70%

Ad SPECS

demographics

44%male

56%female

$35% of users make $0-$30K33% of users make $30K-$50k32% of users make $50k+

42% of Tumblr’s traffic is from the USA

DescriptionWith 357.8 million blogs, Tumblr allows users to effortlessly share anything and everything.

million blogs publishing 80 million posts per day

of users saytheir dashboard is their favorite place to spend time online

Rank in social sentiment towards

brands

·Sponsored Posts

·Sponsored Day

·Radar

·Sponsored Video

Ad Components

·Static Image·Animated GIF·Video·Audio

·Video

·Banner-P·Banner-Photo·Banner- GIF·CTA·Explore Banner-GIF·Explore Banner-JPG·Explore Banner-Video

·Static Image·GIF·GIF

Max File Size

·10 MB·3 MB (80 frames)·5 min/day·10 MB

·5 min/day - -100MB

·3 MB·3 MB

·1.75 MB·10 MB·100 MB

·10 MB··1.75 MB

Dimensions

·1280x1920·540x750

·Height = <1920

·1080x432·540x216·30 cha·30 characters·2600x1463·2600x1463·16:9 Ratio

·1280x1920·540x750

· To get your effective CPE, divide the campaign budget by total paid and earned engagements. · The eCPE can be less than a dollar

depending on the amount of engagements.

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· Self-Serve Platform - Minimum Daily Spend: $5

· The threshold for billing can range from $20.00-$50,000.00

The Reddit Ads platform is an auction-based system.The CPM price you pay depends on a range of factors with competing ads, such as targeting, bid, and user engagement.

AD RATES

Statistics

50,000

#9

50,729,099

Ad SPECS

*Check businesshelp.snapchat.com for more requirements

demographics

67%male

33%female

$34% of users make $30k-$75k30% of users make <$30k

35% of users make $75K+

54% of reddit traffic comes from the USA

Reddit is a global discussion platform that bridges cultures and ideas across 638,959 different subreddits.

Description

“The front page of the internet”

Monthly Unique Visitors

Communities Of Shared Interests/Ideas

Global Site Rank

Sponsored Posts· Thumbnail Image: 70x70· Characters :300 *Includes a click-through URL for link posts or a text post with 500 charachters

MOBILE · Card View: 1200x628 · Title: 25 characters · Characters :100 · Size: 1MB *Includes a click-th click-through URL

APP · Card View: 1200x628 · Compact View: 140x140 · Title: 25 characters · Size: 1MB

· Standard: 300x250· Other: 300x600 *Runs on the right-hand rail

Banners

Mobile/App


13

AD RATES

Statistics

375,000,000

40%

22%

Ad SPECS

*Check www.adwords.google.com to set up an ad

demographics

74%male

26%female

55% of Google+ users come from the USA

Description Besides representing the Internet as the world’s largest search engine, Google offers numerous services, including a

marketing network and strategy named Google Plus.

of online adultsvisit Google+ at least once a month

of marketersuse Google+

50% increase in engagement for major brands who used +Post Ads.

Users

Before creating a +Post ad, you account must have 1000+ followers. The ad will be created in AdWords and will appear across the Google Display network.

of 15-34 year olds use Google Plus28%

Shared Link Ad Shared Image Other Ad Sizes

300x250320x50

728x90160x600

· Image: 502x250/120x120· Format: .jpg /.png· Aspect Ratio: 1.67:1 or 1:1

· Image: 502x(height varies)· Format: .jpg /.png

· 300x250· 728x90· 160x600· 320x50

Because Google+ ad space is bought within Google AdWords, pricing depends on your budget, demographic,

type of ad,and if someone interacts with the ad.

· Depending on key words, Adword’s CPC can range from $0.25-$50+· The average CPC on Google Adwords is between $1.00-$2.00· The average CPC just on the Display Network is below $1.00


14

AD RATES

Statistics

80,000,000

159,000,000

400,000

Ad SPECS

*Check www. business.linkedin.com for more requirements

demographics

52%male

48%female

$31% of users make $25k-$50k26% of users make $50k-$75k

41% of B2B marketers in North America use Slideshare to ditribute content

DescriptionAs the world’s largest presentation sharing site, Slideshare connects millions of business professionals every day.

Users

Presentations uploadedeach month

Monthly Page Views

SlideShare uses LeadShare and AdShare as self-service tools for business advertising.LeadShare · Per Lead: $1-$22 · Per Email Address: $1

AdShare · CPC: $0.25

Sponsored Content Presentation

DisplayAds

Because LinkedIn owns Slideshare, their advertising methods are similar. Users have the option to advertise their Slideshare through LinkedIn’s advertising format. However,Slideshare’s most popular

type of advertising is Content Advertising, where the advertisement is hidden within the slideshow. Also, lead generation can be added to the end

of tof the presentation with a CTA.

· Max. File Size: 300 MB· Preferred File: PDF

· Size: 728x90 or 300x250

Email NewsletterAds

· Size: 160x600 or 728x90


15

The cost for a Promoted Post tend to reach a CPM (cost per mille/thousand views) of

between $30 and $40.

AD RATES

Statistics

150,000,000

6,000,000,000

83%

1,500,000

Ad SPECS

*Check www.imgurads.com for more information

demographics

84%male

16%female

$11% of users make $100k-$150k7% of users make $150k+

27% of users make $50k-$100k55% of users make $0-$50k

According to Alexa.com, Imgur.com is ranked as the #11 site in the USA.

DescriptionImgur is the world’s largest image sharing community where users can share images in various formats such as animated

GIFs, drawings or logos, and advertisements.

Users

Posts Per Day

Monthly Visitors

of Millenial Males who use Imgur spend 3+ hours/week on it

Promotes Posts are similar to regular Imgur posts, which arefull page canvases that include GIFS, descriptive text and links to your site (business). The difference is that Promoted Posts are boosted in the Imgur Stream.


social media - digital communications...intro 3 in this advertising guide: · ad specs · ad rates...

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