Buddy Media Social Ad Summit Presentation
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Transcript of Buddy Media Social Ad Summit Presentation
Insert text for Title HereSocial MarketingWhere are we? Where are we going?
Social media is here.»37% of adult internet users and 70%
of teens use social networking sites monthly
SOURCE: eMarketer Social Network Marketing Report. Dec. 2007
Marketers now have unprecedented, cost-effective access to more than 500 million engaged users.»250 million of them are on Facebook
and MySpace!
But less than 1% of digital marketing budgets flow into social!!!!
Today: The Wild Social West
AD NETWORKS
DEVELOPERS
THE ALMIGHTY AD DOLLAR
Today: Too many hunches
The largest platforms are still trying to figure out what to sell
Social ads?Engagement ads?News feed?
Massive channel conflict 100+ companies selling Facebook alone!
Ad networks generating $.15 CPMs while others are selling the same inventory for $15 CPMs to uneducated buyersNo proven results or scale!
Today: Mass confusion
Brands are eager to spend, but mixed messages from platforms, ad networks, developers and agencies are making it difficult
Today: Nonetheless, dollars are there!
Where are we going? I do know where you goIs where I want to be.Where are you going?
Power will shift from seller to buyerPricing will shift from impressions and clicks to engagement and actionsEvery brand will leverage the social networks, but they will need a consultative approach to help filter through mixed messaging on the market opportunity
The future of social brand marketing
Current social media landscape
SOURCE: Derived from Gartner Research
The most forward-thinking clients are investing heavily today in apps and dollars will continue to shiftApps have the 3 Es: Emotion, engagement and efficiencyReach and frequency paradigm is shifting to reach and engagement
Let’s order a few apps!
The app will replace the banner as the dominant ad format!
Cross-platform, tied to CRM, “socialize” existing sites
Engaging creativeScalable technologyMedia required
Social branded applications
Ad units that are tied to a DB and social graph
Ad applications
Users spent 2:35 on average engaging with the last 10 branded apps
75X greater than time spent with banners5X more than time spent watching TV ad
85% of the users returned multiple times to Buddy Media’s app-vertisements
App results are promising
Branded app-vertising programs can’t be compared to top platform apps
4 top Facebook app companies have raised $150M+ combinedTop apps continuously add content and featuresTop apps are entertainment propertiesBrands cannot expect to create Top Friends!
Branded ad apps are ads, not top apps!
Branded apps are ads, not top apps!
VS.
3 biggest challenges: Cut the noise!
3 biggest challenges: Build to scale!
3 biggest challenges: Tie to results!
www.slideshare.net/lazerowMichael Lazerow
CEO, Buddy Media