Hotel Nikko San Francisco | November 18, 2010

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Brain Pop: Real-Time Advertising

• Tobias Peggs, CEO, OneRiot | @TobiasPeggs

Hotel Nikko San Francisco | November 18, 2010

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Hotel Nikko San Francisco | November 18, 2010

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Advertising on the realtime web

Tobias Peggs, CEO OneRiot

@tobiaspeggs

Image: http://advertising.aol.com/creative/projectdevil/old-web-new-web

Advertising on the web sucks

WHITEN YOUR TEETH TODAY!

WHITEN YOUR TEETH TODAY!

Advertising on the realtime social web could really suck

Thankfully companies like these are starting to do it right….

….for big brand, socially-savvy advertising clients like these

Twitter: Promoted Tweet ad unit Paid-for Trending TopicOne of 10 trending topics per day

Drives users to a SERP for that topicTop tweet is “Promoted” content

Others are “organic” tweets about the topic

Twitter: gives you reach!

Organic re-tweeting of McRib Promoted Tweet content kept MacDonald's as a Trending Topic for 3 days after its campaign ended.

http://twtrcon.com/2010/11/07/promoted-mcrib-still-an-active-topic-2-days-after-promoted-trend-buy/

Organic Resonance

3rd party syndication Promoted tweets now appearing in Google and ecosystem clients

Ad.ly: Celebrity Endorsed Tweet

http://danzarrella.com/celeb-ctrs.html

Ad.ly: Credibility by association

The Most Influential Celebrities on Twitter by CTRhttp://danzarrella.com/celeb-ctrs.html#

Traditional ad messages served in a new ad unit – the Tweet

Rabid information consumers

Very short attention spans

Seeking what’s hot, right now

Characteristics of the Audience on the realtime social web

Pew Research Center

Traditional ad appears here

Ad needs to appear here

Peak realtime web audience engagement - i.e. the largest volume of advertising opportunity.

Audience Engagement for a Trending Topic on the realtime web

time

Huge opportunity to target in realtime, if you are quick!

OneRiot is right-now targeted advertising for the realtime web

OneRiot matches campaign content to conversational trends as they emerge in realtime on the social web. Then we promote it to a targeted audience across our network. This ensures ad creative is always “relevant right now” – which is what this audience engages with most.

Display CTR ~0.4%

Twitter apps CTR ~1%Mobile CTR ~0.75%

Reach audience across realtime apps, mobile, display and search

Example partners: Seesmic, Tweetcaster, Ubertwitter, Sobees, Echofon, Digsby, Taptu, TwitGoo, TinyPic, Tweetbeat, Topsy, Tweetdeck

Content is king for advertising on the realtime web

“In the age of digital media, we believe every brand must become a publisher”John Battelle, Federated Media: http://www.federatedmedia.net/blog/2010/03/toward-a-new-understanding-of-publishing-part-1/

Traditional ad appears here

Realtime Ads appear here

time

Advertiser Pool

Social Web Data Trending Topics Engine

Realtime Ad ContentIndex

On-the-fly Ad ContentCreation

Realtime Ad Rankingand Delivery

• How the system works– Advertiser content is indexed the

second it is published.– Trending Topics Engine determines

engaging topics for the audience on the realtime web.

– Dynamic ad content is created to match those trending topics.

– Ads are ranked for relevance right now, and served to the audience across multiple channels.

– The right ads are delivered at just the right time….

OneRiot: dynamic trends-based ad creative for realtime web ads

Glee

Glee

Glee

Glee

Automatically positions brand as “on the trend”7-8 page views per visitSubsequent social sharing on Twitter and Facebook

Audience engages most with content that’s relevant right now!

Branding campaign for Aol

Driving app downloads for Condé

Audience engages most with content that’s relevant right now!

“Brands who are publishers” reach this audience the right way

Case studies at: http://blog.oneriot.com

The future of advertising on the realtime social web is…

The future of advertising on the realtime social web is realtime trends-based and conversational targeting…

The future of advertising on the realtime social web is realtime trends-based and conversational targeting enabled by brands becoming publishers…

The future of advertising on the realtime social web is realtime trends-based and conversational targeting enabled by brands becoming publishers who can engage the audience in the right way right now.

Advertising on the realtime web

Tobias Peggs, CEO OneRiot

@tobiaspeggs