Ad.ly Introduction

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IN-STREAM ADVERTISING FOR BRAND, PERFORMANCE & MOBILE

description

Introduction to Ad.ly, the in-stream advertising platform, including it's recent expansion into Facebook. The presentation also covers Ad.ly for Apps & Sites, the company's new API to help app developers and entrepreneurs monetize the stream and support their operations.

Transcript of Ad.ly Introduction

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IN-STREAM ADVERTISING FOR BRAND, PERFORMANCE & MOBILE

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Content & Attention are shifting to the stream. !

THE TREND

The Static Web; Blogs, Websites, Portals

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Worldwide social network ad spend will rise by 31% this year to $3.3 billion

In 2011, worldwide spending will rise by another 29% to $4.3 billion

THE SOCIAL AD MARKET

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Borrell THE LOCAL AND MOBILE AD MARKETS

eMarketer:

Worldwide mobile marketing & advertising spend will reach $19 billion by 2012.

By then, 41% of the U.S. will use Internet-connected mobile devices.

Borrell Associates:

Local online ad spending will grow by 18% in 2011 to $16.1 billion

Increase is fueled by growth in “anything targeted,” & “everything involving social media.”

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Platforms: don’t fully enfranchise developers or publishers.

Content: is not effectively monetized; creators and distributors are not incentivized.

App Developers: are getting frustrated; pressure from their backers.

Service Providers: have the opportunity to aggregate, monetize and incentivize.

THE STREAM ECONOMY

Status updates, news posts, images, video, tweets, check-ins.

Hence, Ad.ly

FRAGMENTED  DYNAMICS  =  OPPORTUNITY  

SOUND  FAMILIAR?    Remember  blogging  before  Google  AdSense?  

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THREE CORE CONSTITUENTS

Mission: to enable advertisers to reach highly engaged audiences on today’s most popular social networks, applications, sites and services.

Influencers Advertisers Apps & Sites

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TWO PRODUCTS

•  70,000+ top-tier influencers

•  100m followers, fans & friends

•  Cost Per Message

Ad.ly Influencer Network

Ad.ly Apps & Sites Network

•  Stream Applications, Sites & Services

•  Contextual, Audience, & Geo Targeting

•  Cost Per Click

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APPLICATION NETWORK

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TWITTER APPLICATIONS

Seesmic Tweet Deck Echofon

UberTwitter

Targeting audiences on the most popular applications Reach the Twitter Eco-System with advanced targeting for mobile and desktop applications:

1.  Conversational Targeting

2.  @Follower Name Targeting

3.  Geo Targeting

Media Placement

Now in testing with top-tier Stream apps. Our earliest adopters are Echofon and UberTwitter.

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Targeting Conversations, Audiences, and Geography

HOW IT WORKS

Contextual !Target conversations by keywords (i.e. anyone talking about Project Runway, Oprah, Gain, etc)"

@Follow Name!Target the audiences of follower names (i.e. target everyone following @TaylorSwift, @Ellen, @Oprah)

Geo "Target by Geographic area (i.e. DMA or City, example Los Angeles)

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INFLUENCER NETWORK

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To be a conduit that connects top-tier brands to top-tier influencers

INFLUENCER NETWORK GOAL

NUMBER OF FOLLOWERS

NUMBER OF INFLUENCERS

CELEBRITY INFLUENCERS

Most Influential !1,000,000+ followers, fans or friends

Top-Tier !50,000+ followers, fans or friends!

Middle-Tier!10,000+ followers, fans or friends !

Long-Tail !5,000 – 10,000 followers, fans

or friends (endemic niche)

**Ad.ly Advertiser Partners

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THE AD.LY INFLUENCER NETWORK

With more than 70,000 top-tier influencers, Ad.ly reaches 100m unique users in the stream

Kim Kardashian

50 Cent Ashley Simpson

E!Online Soulja Boy Mandy Moore

Dr. Drew Pete Wentz Pete Yorn G4TV

Giuliana Rancic

Nick Canon Chris Brown Paula Abdul Levar Burton

Jim Jones Paul Pierce Ryan Schectler

Bob Villa Lauren Conrad

Michael Ian Black

Samantha Ronson

Snoop Dog Gossip Girl Soliel Moon Frye

Greg Grunberg

TechCrunch Danny Masterson

Hypnogaja Joel Stein

Khloe Kardashian

Chris Hardwick

Charity Water

Kimberly Cole

Matisyahu Newsweek Tyrese Nick Swisher

Kourtney Kardashian

Ivete Sangalo

AD.LY INFLUENCERS WITH OVER 1,000,000 TWITTER FOLLOWERS

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TWITTER

Ad.ly Messages reach the entire Twitter eco-system

Desktop Applications Largest source of Twitter traffic comes from these third-party

applications

Twitter Search Most popular utility for Twitter

Search. Celebrity Tweets appear as “Top Tweets.”

Twitter.com Messages appear in-stream

and on user profiles throughout Twitter.com.

Mobile Applications All mobile Twitter mobile

applications

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MYSPACE

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NEW! FACEBOOK REACH

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Using our own + third-party partners for reporting (Bit.ly, Awe.sm, Twitter) we provide reporting for each campaign 1.  Clicks (by Influencer)

2.  CTR (by Influencer)

3.  Retweets

4.  Overall # of followers reached from Retweets

REPORTING & AD.LY ANALYTICS

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All Ad.ly messages meet FTC endorsement guidelines by providing disclaimers in the following formats: "

1.  A message of Typicality"•  Example: “Check this out ((link))(Ad)”"•  Example: “RT and follow @BrandName to get the first ((link))(Ad)”"•  By disclosing “(Ad),” the message is clearly labeled an advertisement"

2.  Clear, conspicuous, and informative disclaimer "•  Example: “Iʼm working with @BrandName to promote ((link))”"•  Example: “Happy to endorse ((link)) on behalf of @BrandName "•  Clear, conspicuous and informative disclaimer is written into the message"

DISCLOSURE

Ad.ly has a 100% disclosure policy for all messages. This policy was set in place well before the FTC mandate. Itʼs our belief that material relationships should always be disclosed. We strongly encourage all of our advertising partners to read the entire guideline established by the FTC which can be found here: http://www.ftc.gov/os/2009/10/091005endorsementguidesfnnotice.pdf"

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Thank You

Krista Thomas, VP Marketing"September, 2010"

[email protected]"415.202.3523


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