1015 omma social eli goodman
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Transcript of 1015 omma social eli goodman
A Look at Social Display Ads
Where Paid Meets Earned
Eli Goodman – comScore Inc.
Media Evangelist @ LosBuenos
2© comScore, Inc. Proprietary.
Agenda
The Growing Social Display Market
Advertiser Interaction through Social Media
Analyzing Paid Social Display Advertising
Case Study: Bud Light
3© comScore, Inc. Proprietary.
The Growing Social Display Market
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Increasing advertisement on Social Networking sites
* comScore Ad Metrix (US data)
Nearly 1 trillion YTD impressions on SN Sites*
43 of the top 100 display advertisers publish >20% of
their impressions on SN Sites in August 2011*
5© comScore, Inc. Proprietary.
Increasing advertisement to drive brand interaction through SN Sites
* comScore Ad Metrix Social (US data)
**Google's Seven Display Ad Predictionshttp://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=136685
34 of the top 100 display advertisers published ads that clicked through to SN
sites in August 2011*
Nearly 3B display ad impressions would click through to SN Sites in
August 2011*
Google predicts that “75% of ads will become socially
enabled” by 2015**
6© comScore, Inc. Proprietary.
Advertiser Interaction Through Social Media
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Social Networking sites provide a platform for advertisers to easily engage with consumers
Contests, real-time updates, promotion and cross-promotion
to a massive audience all possible through Social Media
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Building an advertiser’s voice through social media means driving users to social sites or using social sites to drive them elsewhere
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What are Social Ads?
Socially Enabled Ad
Drive advertiser engagement to social media
Socially Published Ad
Advertise through social media such as Facebook
All social ads seek to drive brand awareness and interaction
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Analyzing Paid Social Display Advertising
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Some advertisers heavily drive brand interaction to social media
* Ad Metrix Social (August 2011) US data
Advertiser (US) Total Internet Impressions (000)*
Socially Enabled Impressions (000)*
% Composition Socially Enabled Ads*
Mars Incorporated 1.0B 297M 29.5%
Kraft Foods Inc 558M 179M 32.1%
Energizer Holdings, Inc. 304M 101M 33.4%
General Motors Corporation 2.2B 97M 4.3%
Procter & Gamble 2.5B 92M 3.7%
JPMorgan Chase & Co. 749M 74M 9.9%
Groupe Danone 87M 68M 78.1%
Sara Lee Corporation 131B 62M 47.1%
Unilever 602M 53M 8.8%
MillerCoors LLC 377M 52M 13.9%
Groupe Danone heavily used socially enabled ads in August to encourage users to interact with its brand through Facebook
Mars delivered the most socially enabled ads in August (about 297M impressions)
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Other advertisers heavily use social media to encourage brand interaction elsewhere
* Ad Metrix Social (August 2011) US data
Advertiser (US) Total Internet Impressions (000)*
Socially Published Impressions (000)*
% Composition Socially Published Ads*
AT&T Inc. 13B 3.9B 30.0%
Experian Interactive 7.5B 1.7B 22.6%
IAC - InterActiveCorp 3.5B 1.3B 38.8%
Google Inc. 4.8B 1.3B 26.0%
Netflix, Inc. 3.3B 720M 21.5%
Walt Disney Company 2.2B 617M 27.5%
Blizzard Entertainment Inc. 2.1B 594M 28.4%
Microsoft Corporation 4.1B 592M 14.6%
Procter & Gamble Co. 2.5B 512M 20.6%
American Express Company 2.4B 498M 21.2%
Nearly 40% of all impressions delivered by IAC (Match.com, Zwinky, etc.) were
delivered on social networking sites in August.
AT&T published the most ads on social networking sites in August with nearly 4B
impressions delivered
13© comScore, Inc. Proprietary.
Granularity is Key
* Ad Metrix Social (August 2011) US data
Mars Incorporated297M SE impressions
30% SE comp
3 Musketeers
12M SE Impressions46% SE comp
Combos33M SE Impressions
77% SE comp
Mars Worldwide
182M SE impressions 25% SE comp
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Case Study:
Understanding Paid Social Advertising for Bud Light
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Where do Bud Light drinkers visit online?
* comScore Segment Metrix (Kantar CPG Segments)
Publisher (July 2011) Total Unique Visitors (000)*
% Reach* Composition Index UV*
Total Internet 9,664 100% 100
Yahoo Sites 8,642 89.4% 108
Google Sites 8,629 89.3% 105
Microsoft Sites 8,222 85.1% 105
FACEBOOK.COM 8,127 84.1% 112
AOL, Inc. 5,283 54.7% 112
Publisher (August 2011) Total Unique Visitors (000)*
% Reach* Composition Index UV*
Total Internet 9.647 100% 100
Google Sites 8,564 88.8% 105
Yahoo! Sites 8,480 87.9% 107
Microsoft Sites 8,147 84.5% 103
FACEBOOK.COM 7,879 81.7% 109
AOL, Inc. 5,261 54.5% 108
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Bud Light Display Ad Activity
Chart Source: comScore Ad Metrix (US data)
What have they been doing in display advertising?
How much advertising has been social in nature?
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Top Bud Light Social Ad Publishers
* comScore Ad Metrix Social (US data)
Publisher (July 2011) Total Impressions (000)*
Socially Enabled Impressions (000)*
Socially Published Impressions (000)*
Total Internet 112,382 100,877 65,681
FACEBOOK.COM 65,681 64,678 65,681
Google Sites 17,680 17,514 0
Microsoft Sites 5,624 3,002 0
Univision Communications Inc 2,082 1,507 0
CraveOnline (Evolve Media Corp.) 2,077 2,077 0
Publisher (August 2011) Total Impressions (000)*
Socially Enabled Impressions (000)*
Socially Published Impressions (000)*
Total Internet 53,781 31,711 10,440
Google Sites 11,033 10,638 0
FACEBOOK.COM 10,212 10,011 10,212
AOL, Inc. 8,887 2,585 0
NFL Internet Group 3,565 0 0
CHACHA.COM 3,105 0 0
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Bud Light’s Port Paradise 4 campaign centered around social
This summer Bud Light promoted Port Paradise 4 from June through August
– Sweepstakes-centric campaign for a cruise/concert in the Bahamas
Bud Light heavily advertised on sites where current Bud Light drinkers visit
– 86% of July impressions (72% of July ad spend) were on one of the top 30 publishers visited by Bud Light purchasers
– 68% of August impressions (52% of August ad spend) were on one of the top 30 publishers visited by Bud Light purchasers
Bud Light display impressions were heavily social during this campaign
– Nearly 90% of July impressions and nearly 60% of August impressions were socially enabled– Nearly 60% of July impressions and nearly 20% of August impressions were socially
published– Reduction in social advertising coincided with the end of the Port Paradise 4 campaign
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Ultimately, Bud Light got lots of paid exposure
* comScore Ad Metrix Social (US data)
Over 26M exposed UVs across 29 publishers in July*
Over 16M exposed UVs across 31 publishers in August*
So what else did the paid social advertisement do for
Bud Light?
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Bud Light’s Facebook Presence Spiked
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Paid Social led to Earned Social
Chart Source: comScore Social Essentials (US Data)
Bud Light fans were engaged significantly more at the peak of the paid social ad campaign
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Key Takeaways
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Key Takeaways
Advertisers are increasingly using social media to engage
their customers
Social display ad strategies can combine publishing on social sites and directing customers to social sites to ultimately promote brand
awareness
Social-specific tools are needed to fully analyze and act
intelligently in the growing “social” advertising environment
Eli [email protected] @ LosBuenos