This is open: Joshua Rex presentation- Social Media Advertising 20/9/10

FIXING ONLINE ADVERTISING
NEW FORMATS AND PRICING MODELS
JOSHUA REX | THIS IS OPEN

JOSHUA@THISISOPEN.COM
@OPENTWIT

2

Is social media just
another walled garden....?

This presentation contains privileged and confidential information and may not be distributed or redistributed to any party with out consent.
Copyright © 2010 This Is Open Ltd. All rights reserved. Open MEDIA™, Open IMU™, Open CMS™ and Intelligent Media Unit™ are trademarks or
registered trademarks of This Is Open Ltd. Miomni™ is a registered trademark of Ether Digital Limited.

3

Facebook has its own closed, internal e-mail system, for example.
Google has built a suite of integrated web-based services. Users of
Apple’s mobile devices access many internet services through small
downloadable software applications, or apps, rather than a web
browser. By dictating which apps are allowed on its devices, Apple has
become a gatekeeper. As apps spread to other mobile devices, and even
cars and televisions, other firms will do so too.

4

Most of the time
advertising in social media
makes no sense to me at all...


5

THESE
ADS

REALLY
SUCK!
Virgin
media

behaviourally

Here
is
an
example
targets
users

of
an
Open
IU
without
knowing

developed
for
whether
they
are

SeaWorld
Parks
and
interested
in
the

Entertainment.
IT’S
service
or
not.

FREE
FOR
A
USER
DUMB.
NOT
GOOD.
TO
AD/POST
TO

FACEBOOK.

We’ve
been
told

Syndicated
to
5%+

the
average
click

of
your
friends'

through
rate
on

feeds.
FULL

these
ads
os

CONTENT

0.003%.

CONSUMPTION

HOW
POINTLESS!
WITHIN
THE
FEED
-‐

NO
CLICK
OUT.


6

Other of course
would beggar to differ...


7

This
is
a
beZer
use

of
social
media
-‐

although
the

content
is
conﬁned

to
the
walled

garden
of

Facebook.
DUMB.
NOT
GOOD.


8

“Advertising is becoming a
consumer choice”
A good sign that a publisher can be effective for
an advertiser is if that publisher produces content
consumers would pay for, but instead can offer
free with the right advertising support.

Joe Marchese

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=135729

9

Would you pay for Facebook?
(Or the content inside it?)


10

What is the role of
advertising in Social Media?


11

Brand invasion of a social
(private) space?

“people are there so
we need to be there to!”


12

Fuel and lubricate
conversation and content
distribution

isn’t that enough?


13

To find social media’s role in the
advertising mix we need to go
back in time - to the birth of
online advertising.


Back
to
1999... 14


Since
1999
we’ve
been
living
with
a
print
model
of
adver^sing
online.

DUMB.
NOT
GOOD. 15


Adver^sers
and
publishers
have
been
ﬁshing
for
traﬃc.
DUMB.
NOT
GOOD.
16


Online
adver^sing
and
display
media
has
been
relegated
to
the
traﬃc
signs
on
the
17

informa^on
super
highway.
DUMB.
NOT
GOOD.


Cost
Per
Engagement.
We’re
caught
up
in
a
Catch-‐22.
18

Publishers
by
and
large
won’t
oﬀer
it
because
most
display
media
formats
are
simply
not
engaging.

Format

Publisher Agency

Advertiser


19

Introducing an online
ad format that is breaking down
the walled gardens...


20

...and bringing social media to
content and vice versa...


21

...and gives social media purpose
within the context of advertising.


OPEN IMU™ (INTELLIGENT MEDIA UNIT)
THE DIGITAL AGENCY IN A BOX

The Open IMU™ allows you to build (or exploit an
existing) microsite hub into a standard MPU and run
across any network or publisher.

It transforms static display media into intelligent,
personalised (narrowcast) content channels.

Consisting of a suite of modules and components,
new functionality and content can be seamlessly
added on the fly via the Open CMS™.

Deeply integrated with social media, the the Open
IMU™ and can be shared to just about anywhere -
online, mobile, digital billboards and Internet TV..


OPEN IMU™

Aggregates content from multiple platforms then distribute through a highly interactive display
media format. Syndicate from the Open IMU™ to IPTV, mobile and more...

Seamless cross platform campaign orchestration...


24

HOW IT WORKS
The Open IMU™ consist of a suite of modules New modules and components can be added
and components guaranteed to drive deep, dynamically. For example, add upload content SUPERCHARGED CONTENT DISTRIBUTION
repeated interaction. to the video player. All content is controlled in
a user friendly CMS. You decide what content
is seen, when and where.

Core modules: Optional components include: Content everywhere it needs to be:
★ Video ★ Rate content ★ Ad serve the Open IMU™ with no rich media
★ Photo ★ Comment on content fees
★ ★ ★ Auto convert to social media apps
Blog/RSS Upload content
★ ★ ★ Seed with blogs
Home menu Social identity log in, e.g. FB connect
★ ★ ★ Social identity log in, e.g. Facebook connect
Links Publish content to live feeds
★ ★ Publish content direct to social media feeds
Galleries Optional modules include:
★ Sharing ★ Countdown to content
★ ★ ★ Push content from Open IMU™ to
Full screen Alerts/Calendar reminders
★ ★ mobile applications
Live telemetry (F1)
★ ★ internet TV
E-commerce
★ ★ digital billboards
Competitions
★ Live streaming
★ ★ All managed seamlessly in the Open CMS™
Pay to view/Pay to own
★ Unlock hidden content
★ Register/CRM
★ Subscribe /Sign Up

EXAMPLE USER JOURNEY
25
Push to grab mobile
widgets in IMU™.
Enter mobile number and
receive push sms to download
mobile widget(s). User shares IMU™
content directly to ‘Live
News Feeds’ - Interact with
the IMU™ in the feed..

User GRABS
IMU™ and adds to their
blog, website and/or a
social network page,
such as Facebook.

User visits
global host site (or
media partner). Call to
action to ‘GRAB the
IMU™’ - placed in
prominent position on
homepage.

IMU™ ‘Live
News Feeds’ syndicated
automatically to 5%+ of
users’ friends.

registered trademarks of This Is Open Ltd in various territories around the world. Miomni™ is a registered trademark of Ether Digital Limited.

OPEN IMU™ (INTELLIGENT MEDIA UNIT) 26

This platform allows you to build (or exploit an existing) micro site into
a standard MPU



More
than
5%
average
interacôn
rate.
Avg
interacôn
^me
of
more
than
5
mins.
No
drive
to
site.

Massive
viral
distribuôn
and
repeat
engagement.
Running
for
2
years
and
coun^ng...

Ad served as a standard MPU.
hZp://www.thisisopen.com/clients/vmm/imu/2010


Transforms static display media into intelligent, personalised, (narrowcast)
content channels



Consisting of a suite of modules and components, new functionality can be
added on the fly



Unique utilities drive repeat, ongoing user engagement



hZp://www.mclaren.com/home

The Open IMU™ is deeply integrated with social networks and can be shared to
just about anywhere – including mobile, billboards and IPTV



More
than
7%
average
interacôn
rate.
Avg
interacôn
^me
of
more
than
3
mins.
No
drive
to
site.

Massive
viral
distribuôn
and
repeat
engagement.

Post to the live news feed and consume the content in the feed
hZp://www.thisisopen.com/clients/seaworld

WHAT ARE THE RESULTS?
33

5-10% AVERAGE INTERACTION RATE
120” + AVERAGE INTERACTION TIME


Vertical: Sports / Entertainment 34

VMM IMU™
Client: Vodafone
Agency: OMD International / This Is Open
This campaign has delivered over 100,000 unique installs and an average interaction rate of more than 100,000 clicks per 1,000,000
impressions served. Functionality includes over 200 videos, upload content (UGC), live telemetry, live commentary, push to mobile platforms
(iPhone, Android, Blackberry and Java) and create your own widget.

http://www.thisisopen.com/clients/vmm/imu/2010

Vertical: Holidays / Entertainment 35

WOD IMU™
Client: SeaWorld Park’s & Entertainment
Agency: Manning Gottlieb OMD / This Is Open
The corner stone of SeaWorld’s Park’s and Entertainment 2010 summer campaign - the WOD IMU™ enables users to browse 4 theme parks :
functionality for each theme park includes: what’s new, videos, interactive maps, latest offers, ticket selector and request DVD.

http://www.thisisopen.com/clients/seaworld

Vertical: Music / Fashion / Design / Entertainment 36

TCP IMU™
Client: VICE
Agency: This Is Open
The Creator’s Project is an global initiative created by VICE and sponsored by Intel. The TCP IMU™ is the corner stone of a global media
campaign. The format delivers dynamic content in 7 languages.

http://www.thisisopen.com/clients/vice

Vertical: Entertainment 37

WKS09 IMU™
Client: Vodafone
Agency: OMD / This Is Open
A Vodafone sponsored “made for web” teen drama. The WKS09 IMU™ featured episode countdown, latest episode, episode archive and B-Roll
content, character bios, twitter and blog feeds and alert/reminder functionality.


Vertical: Lifestyle / Home furnishings 38

Design Box IMU™
Client: mydeco
Agency: This Is Open
A dynamic “Top 10” product carousel, the mydeco design box also includes RSS feeds from every design blog that has installed the format.
Hand off to site for product purchase.


Vertical: FMCG / CSR 39

Pampers UNICEF IMU™
Client: Procter & Gamble
Agency: Starcom / This Is Open
P&G employed the Open IMU™ to promote and extend it’s association with UNICEF and the “Give the Gift of Life” campaign. P&G donated one
vaccine to the elimination of tetanus every time a user unwrapped the virtual present, became an ambassador (by installing on Facebook) and
download the free song.


Vertical: Technology 40

Expert Tips IMU™
Client: Microsoft
Agency: UM / Unruly Media / This Is Open
Experts Tips IMU™ aggregates developer content across 3 product suites. Functionality includes expert tutorials and blog feeds.


41

THIS IS OPEN LIMITED

JOSHUA REX
CO-FOUNDER

joshua@thisisopen.com

@opentwit

This presentation contains privileged and confidential information and may not be distributed or redistributed to any party with out consent. Copyright © 2010 This Is
Open Ltd. All rights reserved. Open MEDIA™, Open IMU™, Open CMS™ and Intelligent Media Unit™ are trademarks or registered trademarks of This Is Open Ltd.
Miomni™ is a registered trademark of Ether Digital Limited.

This is open: Joshua Rex presentation- Social Media Advertising 20/9/10

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