Transcript Adult Use of Social Networking
Slide 1
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 2
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 3
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 4
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 5
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 6
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 7
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 8
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 9
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 10
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 11
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 12
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 13
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 14
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 15
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 16
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 17
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 18
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 19
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 20
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 21
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 22
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 23
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 24
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 25
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 26
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 27
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 28
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 29
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 30
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 31
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 32
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 2
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 3
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 4
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 5
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 6
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 7
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 8
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 9
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 10
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 11
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 12
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 13
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 14
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 15
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 16
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 17
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 18
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 19
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 20
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 21
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 22
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 23
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 24
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 25
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 26
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 27
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 28
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 29
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 30
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 31
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.
Slide 32
Adult Use of Social Networking
Percent of adult internet users who use social networking – sites or Twitter, over time
© 2013 Crain Communications Inc.
Source: Pew Research Center
(http://www.pewinternet.org/~/media//Files/Reports/2013/PIP_Social_networking_sites_update.pdf)
Social Networking Site Use By Age Group
(2005-2012)
Percent of internet users in each age group who use social networking sites
© 2013 Crain Communications Inc.
Source: Pew Internet Research
Facebook versus TV Daily Reach
Facebook outreaches all four daily TV networks for the coveted 18-34 demographic
© 2013 Crain Communications Inc.
Source: Nielsen, January 2013
A Look at the Top Social Media Networks
Unique PC visitors audience, in thousands
© 2013 Crain Communications Inc.
*Google+ is July 2012 versus September 2011, the first month the site became public. Source: Nielsen, State of the Media: The Social Media Report 2012
Social Networks by Mean Age
Tumblr and Deviant Art are the youngest social networks, LinkedIn and Classmates the oldest
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix
Social Media Explosion
Total unique visitors/viewers, in thousands
© 2013 Crain Communications Inc.
May 2013 U.S. Source: comScore Media Metrix Multi-Platform
Facebook Mobile Users
Mobile use soars at Facebook; mobile-only doubles in just one year.
© 2013 Crain Communications Inc.
Source: Facebook
Mobile Internet Ad Revenue Share Worldwide
Net mobile internet ad revenue share worldwide, by company, 2011-2013. Percentage of total
© 2013 Crain Communications Inc.
Source: eMarketer, August 2013.
How Huge Sees the Social Ecosystem:
Paid Media Drives Organic Activity
Optimizing and monetizing the social graph
© 2013 Crain Communications Inc.
Brand Adoption by Social Media Platform
Percentage of brands on Interbrand 100 list that use the platform,
February 2013 versus May 2013
© 2013 Crain Communications Inc.
Source: Simply Measured, May 2013, *Interbrand 100 list
Platform Share of Brands Social Ad Budget
Breakdown of U.S. brands’ social media budgets
© 2013 Crain Communications Inc.
Source: Technorati Media, 2013 Digital Influence Report, U.S.
Marketer Plans for Advertising on Social Media
Marketers say that advertising on social media will increase more than
spend on any other form of digital media
© 2013 Crain Communications Inc.
Source: Nielsen. 2013 Online Advertising Performance Outlook
Social Network Ad Spending Worldwide
In billions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012; confirmed and republished November 2012
Social Network Ad Spending Worldwide
By venue, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, November 2012
Facebook Ad Revenues
Facebook ad revenue soars to nearly $1.6 billion by the second quarter of 2013;
mobile is at the $600 million mark.
© 2013 Crain Communications Inc.
Source: Facebook
Twitter Ad Revenues Worldwide
In millions and % change, 2010-2014
© 2013 Crain Communications Inc.
Source: eMarketer, September 2012
Native Advertising
The market goes native, lead by social networks
© 2013 Crain Communications Inc.
CPM Trends
CPMs for news feed ads on Facebook dwarf those for the display units
in the right rail but so does the effectiveness of the feed
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
Advertising Cost by Goal Trends
It’s relatively cheap compared to other media to drive direct response
like a mobile app install, a “like” or an engagement
© 2013 Crain Communications Inc.
Based on an analysis of 52 billion impressions across 124 countries from Q3 2012 to Q2 2013. Source: sprucemedia.com
AdParlor CPM and CTR Data by Month
Mobile app install ad unit
© 2013 Crain Communications Inc.
Source: AdParlor
How Do Tweets Effect TV Tune-In
Measuring the two-way casual impact of Twitter and TV ratings
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/the-follow-back--understanding-the-two-way-causal-influence-betw.html)
Tablet or Smartphone Activities While Watching TV
More than half of smartphone or tablet own social network on them while watching TV
© 2013 Crain Communications Inc.
Source: Nielsen (http://www.nielsen.com/us/en/newswire/2013/action-figures--how-second-screens-are-transforming-tv-viewing.html)
Emerging Social Networks That Marketers
Want to Explore
Of the emergent social networks, Vine, Instagram and Pinterest draw the greatest interest from marketers
© 2013 Crain Communications Inc.
Source: 2013 Social Impact and Measurement Survey (SIMS), Ad Age & Wildfire, July 2013
Consumers Feed the Beasts
Number of photos uploaded and shared on select platforms, 2008-2013YTD
© 2013 Crain Communications Inc.
Source: KPCB estimates based on publicly disclosed company data
Short-Term Sharing Explosion
Number of photos shared per day in millions on Snapchat
© 2013 Crain Communications Inc.
Source: Snapchat
Video Is Ramping Fast
Video sharing is hot among early adopters
© 2013 Crain Communications Inc.
Source: Onavo, Dropcam
References: Links by Page
P. 14
Allstate’s native ad: http://www.buzzfeed.com/allstateinsurance/stories-of-acceptancethat-will-fill-you-with-hope
P. 24
Vine brands: http://mashable.com/2013/09/06/vine-brands/
Appendix: Paid Social Advertising
P. 29 FACEBOOK
Cost Basis
http://www.facebook.com/help/213140778716849
http://clearslide.com/v/g3dhhb
Targeting, and Impact on Pricing
https://www.facebook.com/advertising/faq
https://www.facebook.com/help/213140778716849
P. 30 LINKEDIN
LinkedIn Content Ads:
http://socialmediatoday.com/jose-antoniosanchez/1533316/state-social-adsinfographic?utm_source=feedburner&utm_medium=email&utm_campaign=
Social+Media+Today+(all+posts)
https://static.licdn.com/scds/common/u/pdf/ads/PlaybookLinkedInAds.pdf
http://help.linkedin.com/app/answers/detail/a_id/7431
http://partner.linkedin.com/ads/info/Ads_faqs_updated_en_US.html?utm_s
ource=li&utm_medium=el&utm_campaign=gate-c
http://www.adexchanger.com/social-media/linkedin-self-serve-adunits/
Native Advertising
http://marketing.linkedin.com/blog/introducing-linkedin-sponsoredUpdates
Paid Media Case Studies
http://info.nanigans.com/facebook_page_post_video_ad
http://sprucemedia.com/case-studies
http://triggit.com/case-studies
Paid Media Case Studies
https://www.linkedin.com/ads/resources/cleverzebo
http://business.linkedin.com/content/dam/business/marketingsolutions/glo
bal/en_US/site/pdf/cs/linkedin_chevron_case_study_us_en_130314.pdf
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_CEB
_CaseStudy2013.pdf
Major Developments Impacting Overall
http://www.adexchanger.com/mobile/take-two-facebook-takes-another-look-at-itsmobile-ad-network/
http://adage.com/article/digital/facebook-preps-bring-video-adsnews-feed/238825/
http://adage.com/article/digital/facebook-plan-sell-tv-style-ads-2-5m/243403/
https://developers.facebook.com/blog/post/2013/07/31/introducing-embedded-posts/
http://adage.com/article/digital/facebook-give-users-ads-newsfeeds/244450/
Major Developments Impacting Overall
http://adage.com/article/digital/linkedin-ramps-content-pursuit-addollars/
242935/
http://paidcontent.org/2013/07/04/why-does-linkedin-want-to-be-a-mediacompany-its-all-about-the-data/
http://adage.com/article/digital/googler-penry-price-linkedin-s-adsaleschief/244255/
© 2013 Crain Communications Inc.
References: Links by Page
P. 30 TWITTER
Paid Media Formats & Specs
http://business.twitter.com
Cost Basis: CPM, CPC, CPA
http://sproutsocial.com/insights/2013/02/twitter-promoted-trends-cost/
P. 31 TWITTER
Exchanges for Inventory
https://blog.twitter.com/2013/announcing-twitter-ads-api
http://venturebeat.com/2013/06/25/twitter-adds-5-new-ads-api-partners-to-gohard-core-social-marketing-and-hard-coreenterprise/#dZgziHaWuwPR5SMr.99
http://www.digiday.com/agencies/twitter-ad-exchange-excites-publishers/
http://adage.com/article/digital/twitter-prepping-online-adexchange-rivalfacebook-s/241736/
https://blog.twitter.com/2013/experimenting-with-new-ways-to-tailor-ads
http://gigaom.com/2013/06/06/twitter-expands-its-advertisingambitions-withwpp-global-partnership/
Unique Capabilities
http://adage.com/article/digital/minimum-spend-twitter-stv-ad-targeting100k/242204/
http://www.nytimes.com/2013/05/24/business/media/twitter-letsbrands-findviewers-of-their-tv-ads.html?smid=pl-share
Targeting and Impact on Pricing
http://business.twitter.com
Paid Media Case Studies
https://business.twitter.com/success-stories/hubspot
https://business.twitter.com/success-stories/barack-obama
http://www.jeffbullas.com/2013/03/16/3-powerful-case-studies-that-show-youhow-to-advertise-on-twitter/
© 2013 Crain Communications Inc.
Major Developments Impacting Overall
https://blog.twitter.com/2013/experimenting-with-newways-to-tailor-ads
https://blog.twitter.com/2013/capture-user-interest-lead-generation-card
https://blog.twitter.com/2013/twitter-amplify-partnerships-great-contentgreat-brands-great-engagement
http://techcrunch.com/2013/07/08/why-twitter-finally-killed-the-auto-followfor-good/
http://www.adweek.com/news/technology/twitter-debuts-ad-targetingbased-email-addresses-and-cookies-151001
http://www.adage/article/digital/a-brand-fails-twitter-rolls-streamphotos/
245037
P. 32 YOUTUBE
Paid Media Formats
http://www.youtube.com/yt/advertise/trueview.html
http://www.digiday.com/publishers/what-online-ads-really-cost/
http://qr.ae/I1vmJ
http://adage.com/article/digital/real-money-online-advertising/
243464/
https://support.google.com/youtube/answer/187101?hl=en&ref_to
pic=30072#
Native Advertising
http://www.youtube.com/user/IBM
http://www.youtube.com/showandtelleurope
Cost Basis: CPM, CPC, CPA
http://static.googleusercontent.com/external_content/untrusted_dl
cp/www.youtube.com/en/us/yt/advertise/medias/pdfs/brand-channelonesheeter-en.pdf
http://www.quora.com/YouTube-Channels/How-much-does-it-costto-create-a-custom-branded-YouTube-channel
http://www.beet.tv/2009/07/all-brands-should-be-on-youtube-new-mediaminute-reports.html
References: Links by Page
P. 32 YOUTUBE
Targeting and Impact on Pricing
http://www.youtube.com/yt/advertise/targeting.html
Paid Media Case Studies
http://www.google.com/think/case-studies/obama-case-study.html
http://www.google.com/think/case-studies/rick-case-honda-carmercial-casestudy.html
Major Developments Impacting All
http://www.youtube.com/channels/paid_channels
P. 32 TUMBLR
Paid Media Formats & Specs
http://www.tumblr.com/sponsors
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
Mobile Paid Media
http://adage.com/article/digital/tumblr-launches-mobile-ads-nativeapp-users/241012/
http://staff.tumblr.com/post/48617758096/its-been-almost-a-year-sinceour-first-sponsored
P. 33 TUMBLR
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/yahoo-owned-tumblr-unveils-streamdesktop-ads/241785/
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-2013-5#brandsare-finally-front-and-center-on-tumblr-2
http://adage.com/article/digital/real-money-online-advertising/243464/
© 2013 Crain Communications Inc.
P. 33 TUMBLR
Exchanges for Inventory. Partnerships
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
http://www.businessinsider.com/yahoos-mayer-says-tumblr-could-have-itsown-ad-exchange-2013-5
Unique Capabilities
http://www.businessinsider.com/tumblrs-ad-sales-pitch-deck-20135#tumblr-says-it-delivers-20-billion-pageviews-and-225-million-uniquevisitors-per-month-3
Targeting, and Impact on Pricing
http://www.businessinsider.com/yahoo-tumblr-ad-targeting-2013-5
Major Developments Impacting Overall
http://a-listpartners.tumblr.com/
P. 33 PINTEREST
Paid Media Formats & Specs
http://blog.pinterest.com/post/61688351103/planning-for-the-future
http://allthingsd.com/20130529/how-does-pinterest-makemoney/?KEYWORDS=Pinterest
http://www.adweek.com/news/technology/pinterest-adds-advertiserfriendly-features-149679
Major Developments Impacting Overall
http://adage.com/article/digital/tracking-users-pinterest-lays-groundworkad-business/243340/
http://www.adexchanger.com/social-media/pinterest-offers-price-changealerts-in-bid-to-reactivate-purchase-intent/
http://gigaom.com/2013/05/19/pinterest-takes-a-first-step-toward-workingwith-big-brands/
http://business.pinterest.com/rich-pins/
References: Links by Page
P. 33 INSTAGRAM
Paid Media Formats & Specs
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 34 BUZZFEED
Paid Media Formats & Specs
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
Cost Basis: CPM, CPC, CPA
http://adage.com/article/digital/instagram-rolls-ads-facebook-seeks-mobilerevenue/244932/
P. 35 BUZZFEED
Mobile Paid Media
http://www.buzzfeed.com/advertise/unitsandspecs
http://www.buzzfeed.com/advertise/video
P. 34 FOURSQUARE
Paid Media Formats & Specs
http://adage.com/article/digital/foursquare-rolls-check-maps-sponsoredsamsung/242077/
http://adage.com/article/digital/foursquare-nyc-small-businessesrevenue/241831/
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Native Advertising
http://blog.foursquare.com/2012/01/18/cash-back-from-american-express-at-allthe-best-restaurants-in-new-york/
Exchanges for inventory/Partnerships
http://adage.com/article/digital/foursquare-selling-data-ad-targeting-firmturn/243398/
Targeting, and impact on pricing
http://support.foursquare.com/entries/21699509-What-are-Foursquare-Ads
http://support.foursquare.com/entries/22010185-How-does-bidding-work-
© 2013 Crain Communications Inc.
Cost Basis: CPM, CPC, CPA
http://www.forbes.com/sites/benjaminboxer/2013/09/10/what-buzzfeedsdata-tells-about-the-pricing-of-native-advertisements/2/
http://www.linkedin.com/influencers/20130904212907-1799428-memo-to-thebuzzfeed-team
Exchanges for inventory. Partnerships
http://adage.com/article/digital/buzzfeed-building-a-native-advertisingnetwork/240421/
Unique Capabilities
https://intelligence.businessinsider.com/the-emergence-of-native-mobileads-2013-7
Targeting, and impact on pricing
http://www.buzzfeed.com/advertise/socialdiscovery
http://adage.com/article/digital/buzzfeed-sharethrough-battle-bring-nativeads-masses/240516/
References: Links by Page
P. 35 BUZZFEED
Paid Media Case Studies
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_MINI.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_Nevada.pdf
http://s3-ak.buzzfed.com/static/downloads/CaseStudyDigital_TacoBell.pdf
Major developments impacting overall
http://www.buzzfeed.com/advertise/video
P.35 SNAPCHAT
Mobile Paid Media
http://techcrunch.com/2013/09/09/evan-spiegel-i-hope-snapchat-will-generate-revenue-before-ournext-funding-round/
© 2013 Crain Communications Inc.