Adknowledge's CEO Ben Legg and Amit Wjuniski, Country Manager of Brazil, will help you think through how to move some of your TV advertising budget into digital video, plus how to reach and engage with your audience via social media.
Presented at MMA LATAM Forum in Sao Paulo Brazil on September 23, 2014 as part of the MMA Global series.
Inbound Marekting 2.0 - The Paradigm Shift in Marketing | Axon Garside
Opportunities in Digital Video and Social Media: Reach and engage your audience across multiple channels
1. Opportunities in Digital Video
and Social Media!
Reach and engage your audience across multiple
channels
Ben Legg, CEO Adknowledge
Amit Wjuniski, Country Manager - Brazil
@adknowledge
2. Demand More from Digital!
Adknowledge is a multi-channel global
technology company specializing in helping
large, demanding advertisers get the best
ROI from their digital marketing spend!
2 Opportunities in Digital Video and Social Media!
3. Key Highlights!
LEADING CROSS-CHANNEL DIGITAL ADVERTISING PLATFORM!
• Founded 2004
• 350 employees
• Reaches audience > 2 Billion people
• Diversified business with blue chip advertiser base
• 90%+ client retention rate
PROPRIETARY CROSS-CHANNEL AD TECH AND DATA PLATFORM!
• 600M+ anonymous, proprietary user profiles targetable across inventory sources
• Sophisticated behavioral, contextual and demographic targeting algorithms
3 Opportunities in Digital Video and Social Media!
4. Working with the World’s Best Brands & Agencies!
4 Opportunities in Digital Video and Social Media!
Delivering performance
for brands and direct
response advertisers!
Most of AdAge Top 100 advertisers."
Global Footprint – Offices around the
world. Campaigns in over 50 countries."
5. The Digital Video Industry is Growing Quickly!
5+ Years of Growth!
Users and budgets are moving to digital video
$1.4 B
$2.0 B
$2.9 B
145.6 M
158.1 M
169.3 M
5 Opportunities in Digital Video and Social Media!
$4.1 B
$5.8 B
178.7 M
187.6 M
2010 2011 2012 2013 2014
U.S. Digital Video Spend
U.S. Users
*Source eMarketer, US Study.
6. Video-Streaming Continues to Grow!
80%
70%
60%
50%
40%
30%
20%
10%
0%
YouTube Facebook Netflix Network TV Cable News Hulu Amazon
6 Opportunities in Digital Video and Social Media!
Prime
Male
Female
Total
Live Sports Oher
Video-Streaming Sites Viewed by Online Viewers!
North America, Internet Users, January 2014"
*Source eMarketer, North American Study.
7. Digital Video Spans Multiple Devices!
Users are Increasingly Turning to Digital Video Across Multiple Devices!
51%!
25%!
29%!
35%!
26%!
41%!
39%!
37%!
36%!
32%!
Smartphone!
Tablet!
Computer!
7 Opportunities in Digital Video and Social Media!
28%!
22%!
TV!
Forms of Digital Video Content
Watched Online!
US Internet Users by Device, November 2013
LONG-FORM SHORT-FORM USER-GENERATED CONTENT Note: Numbers may not add up to 100% due to rounding
*Source eMarketer, Yahoo, US Study.
8. Time Spent Watching Digital Continues to Rise!
Users are Spending More Time Watching Digital Video!
12
10
8
6
4
2
8 Opportunities in Digital Video and Social Media!
Daily Minutes Spent Watching
Online Video!
US Internet Users, Ages 13-64
*Source eMarketer, US Study.
0
2010 2011 2012 2013
TV Programs !
Online Movies!
Other!
9. Users are Shifting to Mobile and Digital Video!
Mobile – and Digital Video – are on the Rise in Brazil!
Brazilians spend over 84 minutes / day on their smart phones"
Internet Usage to top 87% by 2017 in Brazil"
Mobile Internet Users in Brazil expected to top 107M by 2017 !
9 Opportunities in Digital Video and Social Media!
Sources: eMarketer, comScore.
Users in Brazil watched 62M YouTube and 39M Facebook
videos in February 2014"
10. VIDEO SOLUTIONS
YOUTUBE Ÿ NATIVE Ÿ FACEBOOK!
10 Opportunities in Digital Video and Social Media!
11. Eliminating the Barriers to Digital Video
11 Opportunities in Digital Video and Social Media!
Scale!
Giant’s native reach is
rated #1 by comScore
(105M in the US).
YouTube has massive
inventory
Brand Safety!
Industry estimates that
up to 30-50% of
placements are not
brand safe. We are
100% safe
Transparency!
We’ll show you where
your videos will appear
before your campaign
launches, so you don’t
have to worry about
fraud or bots
Optimization!
We don’t set it and
forget it. We continually
review campaign
performance to deliver
3-4x more earned media
and 75% better results
on YouTube
Adknowledge’s solutions help overcome four main barriers: !
12. Few advertisers want animals on skateboards…!
Brands are rightfully nervous to make the leap to Digital Video: !
12 Opportunities in Digital Video and Social Media!
The shift away from TV dollars
is a classic dilemma: The devil
you know is better than the
devil you don’t.!
13. Associating with beheadings isn’t a brand goal!
Brands are rightfully nervous to make the leap to Digital Video: !
13 Opportunities in Digital Video and Social Media!
14. And sponsoring terrorists isn’t popular either!
Brands are rightfully nervous to make the leap to Digital Video: !
14 Opportunities in Digital Video and Social Media!
The shift away from TV dollars
is a classic dilemma: The devil
you know is better than the
devil you don’t.!
15. Adknowledge Solutions for Digital Video
Our video products overcome the barriers:!
OVERVIEW" BRAND SAFETY!
15 Opportunities in Digital Video and Social Media!
FRAUD
PREVENTION!
SCALE!
INSIGHTS &
OPTIMIZATION!
The #1 native video network:
• Click-to-Play
• Typically long form (> 30 seconds)
• Contextually targeted
• Cross-screen
Managed
Placement
100% transparent
site list
Largest
Native Reach
(comScore)
Continual analysis of
viewer behavior.
36% earned media
A smarter way to buy ads on YouTube:
• Targeting by URL, not just keyword, to
ensure 100% relevance
• Build your own channel (‘Buy Like TV’)
• Optimized by URL
Purchase on
‘TV-like’ channels
See the placement
pre-buy
YouTube
audience
Advanced Targeting
Yields 30-50% higher
CTRs and Engagement
Self-serve and Fully-Managed Services
for brands and agencies to drive
conversions, increase engagement, and
build awareness across Facebook and
Twitter:
• Involved in all Alphas and Betas for
Facebook and Twitter Video Ads
Respected
Distribution
Channels
Advanced
Targeting
Facebook and
Twitter audience
Optimized based on
marketing goals
16. Leveraging the Second Screen and Mobile Space!
Mobile continues to be a growing, critical
component to video campaigns.
!
With 19% higher completion rates and 52%
higher watch through rates, mobile is a
thoroughly engaging platform for viewers to
discover video content.
We recommend 20% of the campaign
budget to be applied to mobile
platforms.
!
16 Opportunities in Digital Video and Social Media!
Tablet
Mobile
Banner
Mobile
App
(Pandora)
Native
Placement
17. Mobile Video
CPIs WERE REDUCED BY UP TO 15% AND CONVERSION RATES
INCREASED 22%!
17 Opportunities in Digital Video and Social Media!
FACEBOOK NEWSFEED!
All Video Wi-Fi Video
CPC CHANGE:! 13% SAVINGS 15% SAVINGS
CVR CHANGE:! 22% INCREASE 8% INCREASE
CPI CHANGE:! 15% SAVINGS 14% SAVINGS
OBJECTIVE!
Drive mobile app installs for Gree, a world leader in
free-to-play mobile games. Using device-specific and
connection-specific targeting we delivered trailers to
promote interest and, ultimately, installs.
Baseline is non-video
19. AdParlor: ROI. At Scale. Fast.
AdParlor is a global social advertising company that helps large advertisers
get the best ROI for their marketing spend!
19 Opportunities in Digital Video and Social Media!
528
advertisers
3,485
campaigns
10,082,499
mobile app installs
74,169,943
conversions
80,457,099,501
impressions delivered
Transparency!
Best-in-class social
advertising platform
tailored global
advertisers
Great Team!
Savvy and passionate
group of digital
advertising experts;
strategists, traffickers,
developers and analysts
Trusted Partners!
Recognized by both
Facebook and Twitter as a
preferred development and
marketing partner
Evolution!
Solutions that allow
marketers to turn social
advertising into a DR
platform allow marketers
to ‘do more with less’
21. Mobile App Promotion and Distribution
Get More High-Quality App Users Who Will Deliver the Highest Lifetime Value
Across All Types of Mobile Traffic!
Mobile App Distribution!
• Performance-based acquisition: reach the best new users, at scale with U.S.
and global traffic for a wider distribution
• Build your user base, earn a higher app store ranking, and fuel the organic
growth of your apps
• Target your best customers based on device, carrier/Wi-Fi, country, city,
interest, demographic
• Quality traffic to ensure you are acquiring users to meet lifetime value goals
• CPI performance pricing means you only pay for new, successful installs
Mobile App Promotion!
As a Beta and Development partner, we make it easy to take advantage of all
that Twitter has to offer with Mobile App Promotion in Promoted Tweets:
• Rich native ad unit
• Includes the app name and custom icon
• Dynamically pulls in characteristics like rating and price
• Consistent design and familiar user experience
21 Opportunities in Digital Video and Social Media!
22. !
Questions?!
22 Opportunities in Digital Video and Social Media!
www.adknowledge.com
@adknowledge
1.816.931.1771