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TWTRCON SF 10 BrainPop: Real-Time Advertising
1. Hotel Nikko San Francisco | November 18, 2010
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Brain Pop: Real-Time Advertising
• Tobias Peggs, CEO, OneRiot | @TobiasPeggs
2. Hotel Nikko San Francisco | November 18, 2010
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3. Hotel Nikko San Francisco | November 18, 2010
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9. Twitter: Promoted Tweet ad unit
Paid-for Trending Topic
One of 10 trending topics per day
Drives users to a SERP for that topic
Top tweet is “Promoted” content
Others are “organic” tweets about the topic
10. Twitter: gives you reach!
Organic re-tweeting of McRib
Promoted Tweet content kept
MacDonald's as a Trending
Topic for 3 days after its
campaign ended.
http://twtrcon.com/2010/11/07/pro
moted-mcrib-still-an-active-topic-
2-days-after-promoted-trend-buy/
Organic Resonance
3rd party syndication
Promoted tweets now
appearing in Google
and ecosystem clients
14. Rabid information consumers
Very short attention spans
Seeking what’s hot, right now
Characteristics of the Audience
on the realtime social web
Pew Research Center
15. Traditional ad
appears here
Ad needs to appear here
Peak realtime web audience
engagement - i.e. the largest volume
of advertising opportunity.
Audience Engagement for a Trending Topic on the realtime web
time
Huge opportunity to target in
realtime, if you are quick!
16. OneRiot is right-now targeted
advertising for the realtime web
OneRiot matches campaign content to conversational trends as they
emerge in realtime on the social web. Then we promote it to a targeted
audience across our network. This ensures ad creative is always
“relevant right now” – which is what this audience engages with most.
17. Display CTR ~0.4%
Twitter apps CTR ~1%
Mobile CTR ~0.75%
Reach audience across realtime
apps, mobile, display and search
Example partners:
Seesmic,
Tweetcaster,
Ubertwitter, Sobees,
Echofon, Digsby,
Taptu, TwitGoo,
TinyPic, Tweetbeat,
Topsy, Tweetdeck
18. Content is king for
advertising on the
realtime web
“In the age of digital media, we believe every brand must become a publisher”
John Battelle, Federated Media:
http://www.federatedmedia.net/blog/2010/03/toward-a-new-understanding-of-publishing-part-1/
19. Traditional ad
appears here
Realtime Ads
appear here
time
Advertiser Pool
Social Web Data Trending
Topics
Engine
Realtime
Ad Content
Index
On-the-fly
Ad Content
Creation
Realtime
Ad Ranking
and Delivery
• How the system works
– Advertiser content is indexed the
second it is published.
– Trending Topics Engine determines
engaging topics for the audience on
the realtime web.
– Dynamic ad content is created to
match those trending topics.
– Ads are ranked for relevance right
now, and served to the audience
across multiple channels.
– The right ads are delivered at just
the right time….
OneRiot: dynamic trends-based
ad creative for realtime web ads
20. Glee
Glee
Glee
Glee
Automatically positions brand as “on the trend”
7-8 page views per visit
Subsequent social sharing on Twitter and Facebook
Audience engages most with content that’s relevant right now!
Branding campaign for Aol
21. Driving app downloads for Condé
Audience engages most with content that’s relevant right now!
22. “Brands who are publishers”
reach this audience the right way
Case studies at: http://blog.oneriot.com
23. The future of advertising on
the realtime social web is…
24. The future of advertising on
the realtime social web is
realtime trends-based and
conversational targeting…
25. The future of advertising on
the realtime social web is
realtime trends-based and
conversational targeting
enabled by brands
becoming publishers…
26. The future of advertising on
the realtime social web is
realtime trends-based and
conversational targeting
enabled by brands
becoming publishers who
can engage the audience in
the right way right now.
1 - Hi I’m tobias peggs, ceo of oneriot. We are an advertising network for the realtime social web – in other words we help advertisers reach an audience across twitter apps, realtime search engines, realtime discovery sites and other places where online influencers gather to consume content and share it with friends.
As we all know – advertising on the web sucks
And if we applied the same techniques, advertising on the realtime web could really suck
Thankfully there are several emerging models to help advertisers reach this realtime web audience in the right way…
And they’re doing it for big brand, socially-savvy advertisers like AMEX, XBOX, starbucks and more…
However, it can be difficult for advertisers to know what to do in a space that is emerging very very fast – so I’ll cover a few of these models to help shed some light as to what is going on.
I’ll assume everyone here is familiar with Twitter’s Promoted Tweets.
Advertisers are rumored to be paying $100k a pop to sponsor a trending topic … one of ten trending topics twitter shows per day. When users clicks on it, you’re taken to a SERP that shows the advertisers “promoted tweet” at the top of the page along side users’ “organic” content.
The big win here is twitter reach. Not only do get infront of their daily users – which is growing everyday. But in the last fews week, Twitter have started to syndicate those ads to 3rd parties – both to twitter apps like Hootsuite, and – almost amazingly – to Google. Google’s realtime search tab shows tweets associated with a query – and now they also show any related promoted tweet – the first time google has shown a 3rd party ad on their property.
In addition, if the promoted content resonates well with the twitter users, then it can often reach tipping point to become an organic trending topic – and maintain exposure levels for several days, as recently happened with the McDonalds McRib campaign.
Ad.ly takes a different approach – that of celebrity endorsement. In short, ad.ly has signed up a laundry list of celebrities who use twitter, and you can pay them to tweet about your brand. That message obviously goes out to all their follwoers
Here’s Snoop Dogg tweeting about Toyota, and driving users to consume video content about the new Toyota minivan.
Of course, the reach here is only as wide as the reach of the celebs – but Snoop commanding 2m followers, and generating a CTR of 0.26%, you should expect to see over 50,000 clicks from a campaign like this.
So both of these approaches deliver results. But, if you think about it, they both take traditional brand messages and deliver them in a new ad unit – the tweet.
What we’ve done at OneRiot is a bit different – and we started by looking at the audience characteristics on the realtime web – and tried to come up with an ad product that matches their intent.
These users are raid consumers of content, they have very short attention spans, and in the main they are on the realtime web to find out what’s hot right now….
So there is a huge advertising opportunity here – but you have to be quick. You have to get in front of the trends which millions of people will be into right now – with content that makes sense to them right now.
So we’ve figured out a way to automatically deliver a brand message that is just ahead of the trend… and dynamically create ads that covey that message.
These are then served across of a network of leading twitter apps, desktop apps, realtime search engines – on twitter, facebook, and wider realtime web - and reach about 50m social influencers each month.
The key thing that we preach to our clients is that content is king for advertising on the realtime web
This audience gets tired quickly by a static brand message. Instead, they want to consume content that’s relevant and pertinent to what they’re talking to their friends about right now.
And smarter people than me, including John Battelle, are saying the same thing.
If you’ve got content about your brand, you can take advantage of technological magic like this – which we don’t have tine to go into
And do what Aol did with us – a branding campaign that put content first. Remember, it’s content that these users want to consume. And if Glee is a trending topic right now, and everyone is talking about Glee, then why woudn’t you dynamically create an ad that showed relevant content about Glee – and engage users with what they want, rather than with a static brand message?
Campiagns like this can drive significant new users, 7,8,9 page views per visit, and kick start a viral loop as the users subsequently share the content they consume.
Likewise we use the same approach to drive app downloads – rather than a static message saying “download our app”, we deliver a dynamic messages that features new content related to current trends, targeting users engaged in related social conversations right now. Click through rate here is 2x what you would expect from a static brand message.
Those two examples were, of course, media companies – they produce lots of content that users will like right now. Bu we’re now seeing this huge wave of “brands becoming Publishers” – mixing professionally generated content, demand-driven content and users generated content – that is enabling brands like Coke and ATT and even Pampers to play in this space and use this realtime trends-based content matching approach to deliver the right message for right now.
So, the future of ads on the realtime social web…
Is realtime real time trends-based an conversational targeting
Enabled by brands becoming publishers…
And engaging the audience in the right way right now…
