adtech SF 2012 Facebook how display works differently by appssavvy and Optimedia
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Chris Cunningham, co-founder and CEO of appssavvy Denise Leone, associate media director of Optimedia Changing the Dynamic for Display in the Social Landscape
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Transcript of adtech SF 2012 Facebook how display works differently by appssavvy and Optimedia
Chris Cunningham, co-founder and CEO of appssavvy
Denise Leone, associate media director of Optimedia
Changing the Dynamic for Display in the Social Landscape
Traditional display is a useful massive reach tool
We’ve been conditioned to avoid display advertising real estate
The result is lower impact and devalued media investments
“43% of users ignore
online display ads”
December 2010 /
“31% of 1.7B (tested) ad impressions were never in view”
January 2012
So, is Facebook more of the same? (Yes!...but)
Facebook’s focus on people and their experiences has opened the door to new ways to advertise to consumers
share photo
message friends
send gift
complete mission
play game
vote/poll level up
download song
set status
To capture this trend, we built a new ad technology platform
we reach your audience
across multiple publishers
when they perform activities
to drive action & performance
New, high-impact placements we create with our publishers. The answer to traditional display (demo video)
Native to the environment, delivered in a natural break in the consumer experience (demo video)
Delivering creative impact and results across brandsaverage 5.8% interaction rate
Case Studies
• Challenge– While Payless has relatively strong overall
brand awareness, establishing a relationship with a younger female audience was the challenge
• Objective– Drive awareness of Payless Brash – a new
line targeted to junior women, encouraging brand loyalty
Case Study:
Payless Brash on adtivity
Industry Average
InteractionRate
(video view, hover, etc.)
4.14% 3.4%
Video Completion
Rate 57.2% 44.2%
Clicks to Facebook share
vs. total clicks 12% N/A
Sources: Payless Brash campaign data 11/3/11 – 11/20/11; Google benchmarks, March 2012
Brash content delivered to an engaged teen girl audience, driving strong interaction with the brand and social buzz!
Results
• Challenge– Denny’s is significantly outspent by QSR
competitors and as a result is not top-of-mind or considered especially relevant for socially-driven audiences.
• Objective– Drive awareness of Denny’s Let’s Get Cheesy
initiative, building brand relevance socially-savvy audience, ultimately encouraging visits to Denny’s.
Case Study:
Denny’s on adtivity
Industry Average
CTR 0.83% 0.09%
Sources: Denny’s campaign data 9/6/11 – 10/30/11; Google benchmarks, March 2012
Results
Denny’s Let’s Get Cheesy messaging delivered to the most engaged audience, driving strong engagement vs. industry benchmarks
9x
Thank You!
Chris Cunningham
Co-founder and CEO
T: @chrisappssavvy
Denise Leone
Associate Media Director
T: @deniseleone
