This document summarizes Olive Media's real-time bidding (RTB) capabilities for reaching social influencers and their listeners. It discusses how Olive uses sharing data and social targeting data through its proprietary exchange to track influencers and listeners as they engage with content online and reach them with ads. The document provides examples of how influencers and listeners share content and influence purchase decisions. It also highlights case studies showing the effectiveness of Olive's approach for driving metrics like click-through rates, completion rates, and costs per action/lead for brands in various industries.

1. Reaching Social Influencers
and their Listeners
Ray Philipose, VP Performance

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Olive Media’s RTB Capabilities
Technology
Media
Data
Management
Platform
Olive Private
Exchange
3. Ad serving
4. Granular Reporting
Campaign
Management
AppNexus
Google Ad Ex
Rubicon
PubMatic
AdMeld
Olive Search
Retargeting
(Exclusive data)
End to end
campaign
management &
optimization
Olive Behavioral
(Exclusive data)
Exclusive premium
inventory
1. Programmatic
Buying (RTB)
2. Exclusive
Inventory Access
Data
RTB – Bid
management
Social Targeting
(Exclusive data)
Brand protection
policies
Integrated 3rd
party data
Renowned service

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What We’ll Cover
1. Who are Social Influencers and Listeners?
2. Why reach them?
3. How do people share online?
4. How advertisers can reach social influencers and their listeners through RTB?
5. How is this different from advertising on the Facebook Exchange
6. Does it work?

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1. Who are Social Influencers and Listeners?

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Influencer
Listener

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2. Why Reach Them?

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The Power of Sharing
Sharing is one of the most intimate and
most global of human behaviors.

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People Share What’s Important

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People Pay Attention to their Friends

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People Influence Decisions

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Influencers and Listeners are Valuable to Marketers
90%
listen to friends1
50%
more engaged2
5x
higher intent3
1- Nielsen
2- ShareThis
3- Emarketer

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It’s valuable to be connected to conversation
for

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3. How do People Share Online?

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How People Share
CLICKING ON LINKS BY SHARING CHANNEL 2
• Sharing generates 10% of all
Internet traffic (Canadians share
30 billion pieces of content each
month1)
• Facebook is the largest sharing
channel at 38%, but by no means
the only one, with email
accounting for 17%.
Other
Facebook
(Bookmarking,
Blogs, etc)
38%
34%
Twitter
Email
11%
17%
Sharing is 31% of
site referral traffic!
1Hermida
et al., ‘hare, Like, Recommend: Decoding the social media news consumer, Journalism Studies, iFirst, March’12
2- ShareThis Internal Research

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Sharing by Content Vertical
Arts &
Entertainment
65%
Music
64%
Video
Games
5%
2%
46%
29%
Business &
Investment
40%
34%
Health &
Science
54%
31%
31%
Facebook
Other
Social
Twitter
Email
Other

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4. How to Reach Influencers and Listeners (via RTB)?

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How it Works
1 The Share

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How it Works
2 The Sharing Insight

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How it Works
3 Tracking the Listener

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How it Works
4 Reaching Influencers & Listeners

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How Social Data Differs from Traditional Data
TRADITIONAL DATA
WITH THE POWER OF
SOCIAL DATA
Age
What they love based
on what they share
Where they live
Who they influence
and who they listen to
What they search for
Past behavior
Who else is like them
Which channels they
use for sharing

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5. Is this the Same as Advertising on FBX?

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Social
Targeting
Data
Sharing Data
Web
Inventory
Video
Facebook
Exchange
BXF

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6. Does it Work?

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Pre-Roll Video Case Studies
HIGH END OUTDOOR CLOTHING BRAND
Campaign Goal: High CTR
Performance Goal: High CTR
PROMINENT ONLINE CONTENT NETWORK
ShareThis Results:
• CTR: above 2.5%
Campaign Goal: High completion rate
Performance Goal: 75% - 80%
ShareThis Results: Best on plan
• CTR: 0.48%
LEADING AUTOMOBILE BRAND
Campaign Goal: Awareness of new vehicle launch
Performance Goal: Completion Rate and CTR
ShareThis Results:
• CTR: 1.01%
• Completion Rate: 75%
• Completion Rate: 90%

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CPG Case Studies
Popular Yogurt Brand
Campaign Goals:
• Drive Video Completion Rate above 50%
•Traffic driven to client’s Facebook page
Product: Pre-roll Video
Performance:
Frozen Foods/Appetizers
Campaign Goals:
•Reach female meal planners across video and standard
display
•Drive Traffic to client’s site with CTR .15%+
Products: Pre-roll, Mobile, Display
• Completion Rate = 70%, 80% for the second half of
the campaign after optimizations
Performance:
• Clicks driven to social pages = 82,610
•RM/Display CTR = .17%
•Pre-roll Video CTR = .50

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Automotive Performance and Benchmarks
Honda Accord Launch - Top 2 Partner
• Consistently exceeded CPA goals for national auto campaign
• KPI’s include: Cost per Build, Cost per Lead, Info Requests, Site Actions
• Led the campaign with the highest rich media interaction rates
Nissan In-Market - #1 CPA Performer
• Drove the lowest CPA based on in-market metrics
• Cost Per Lead metric was lowest on the campaign
• 1.5x higher interaction rate than competitors
Kia Rio - Consistent Performance
• Quarter over quarter top 3 partner for lifestyle initiatives
• Driving 2-3x higher interaction rates and site visits than campaign averages
General Benchmarks*
In-Market
•
Avg Cost per Action: ~$2.00 - $3.30 range
•
Avg. Cost per Lead: $400 - $600
•
Avg RM Interaction Rate: 1.8%
DR
•
•
•
Avg. Cost per Purchase: Exceeding goals by 25% - 30%
Avg. Return on Ad Spend: Exceeding goals by 30%
Avg Cost Per Action: Exceeding goals by 40%
*Benchmarks will vary based on OEM and product line
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Questions?
for