Post on 20-Jun-2015
Obliterating The Ad
David S. KidderCEO, Clickable, Inc.
Founded January 2007
All In On Advertising Platform
$34.5 mm in funding:First Mark CapitalThe Founders FundUnion Square VenturesAmerican Express
Investors: Peter Thiel, Jonathan Miller
170+ FTE, 1000+ Paying Customers
Platform Partners: AmEx, TWC, eBay
Largest Ad API Developer In The World
11 5 319
“Advertisers Will Become Developers…
-Facebook Vice President
…Developers Will Become Advertisers”
A Little Facebook
In The Beginningthings were boring, facebook was
un-mysterious:
2006
Facebook attempts to expand engagement between Brands and People.
enter: beacon
2007
Bad In Practice
That didn’t work… Facebook pivots to expand their ads program:
The Direct-Marketer
Facebook introduces conversion tracking
2010
Conversion Tracking Fails
People Don’t Want To Be
Sold
So that didn’t work either… Facebook pirouettes to expand their ads program:
Facebook sashays to social metrics
2010
2010
developer creates the social advertiser modelMassively Scales
Apps Drive Traffic Inside Facebook Definition of ‘Like’ changes. Expectations change.
Engagement apps instead of websites. Trading ‘Like’ For Value. Pages standardize.
2010
a social contract is formed
Facebook Doubles Down on Social Metrics
2011
Facebook creates sponsored stories
Zynga Disrupts Gaming With Facebook
2011
facebook replicates lightning in a bottle
“Frictionless Sharing” is A Beneficial Beacon
sharing incentives change behavior and privacy perception
2011
You Are Now A
So You’re Not Zynga?or a movie, game, tv show
Own Your [VERBS]like you own your nouns
Gelling with Dr SchollsLounging with Lay-Z-BoyGrowing with GerberRejuvenating with OlayImaging with GEDoing It with Nike
Facebook Will Obliterate The Ad Concept
advertising will deliberately become less deliberate
You Need To Spark
How will your verbs, powered by appsengage and hold the attention of your audience?