The document discusses how banner ads are ineffective for brands due to high ad blindness and distraction. It proposes that brands instead engage influencers to start conversations on blogs and social media about the brand. This approach called "influencer marketing" is more relevant and social. Examples are provided where Allstate and Pillsbury seeded story contests through influencers, driving millions of views and user engagement at a lower cost than banner ads. The document advocates that brands get out of sidebar ads and into conversations by partnering with influencers.

1. formerly
Beer and the Death of the Banner Ad

2. May 18, 2012
1:00 Get Food
1:20 Introduction
1:30 ―Death of the Banner Ad‖ Presentation
1:50 Quick TapInfluence Demo
1:55 Office Tour
2:00-2:30 Mingling, Ping Pong and Foosball

3. I’ve built communities for 15 years
From Dial-up Bulletin Boards To 75,000 Women Bloggers
(reaching 10 Million)
Now building communities and conversations for the worlds top brands…

4. Problem: Ad blindness and distraction intolerance

5. Banner Ads by the Numbers
• 31% aren’t even ―viewable‖ (Comscore Study)
• 92% of those viewable aren’t even noticed (Nielson Eye
Tracking)
• .04% engaged with
• $25,000 spend at Federated Media
– $8 CPM
– 3.125M impressions
– 2.125M viewable
– 127,000 ―noticed‖ impressions [just an image]
– 1200 engagements

6. Solution: Get out of the sidebar, and into the content
Quit trying to be a distraction Get into the conversation
Banner ads on a social site is not social advertising
Simple test: “Is my message in the widest column on the page?”

7. Facebook likes aren’t the silver bullet
• Facebook Fan/Like Reach Rates (Brand
Pages)
– 2009: 48%
– 2010: 35%
– 2011: 24%
– 2012: 16% <- but you can PAY for more
―We must acknowledge that our
customer relationships [on
Facebook] are not owned — they’re
rented‖ – Ben Winkler, Chief Digital
Officer OMD
Facebook: little branding and hard to truly engage a consumer

8. The interest graph is more relevant to brands than the
social graph
Interest Graph
Social Graph Family Tennis
High
School Technology
Friends from
Work Colorado
Friends Boulder
Entrepreneurship
Topic based blogs and forums get the same # of visitors each month as Facebook

9. Enter “Influencer Marketing”
Turn your marketing message into a
conversation then team with influencers to
start that conversation on blogs Facebook,
Twitter, Pinterest and whatever is next

10. Influencer Marketing Bonus: Halo Effect
Jenny of SouthernSavers.com
500,000 Reach of a
friends popular reality
TV show
50M
friends 20% of US
friends population!

11. It’s HARD to do this at “Banner Ad Scale”
75,000 Bloggers
[Influencer Research &
Management System]
Influencer Activation Platform Turn-key “Social
Activation Products”
Robust Tracking &
Reporting Technology

12. Results: Allstate
Story contest seeded
by 40 top bloggers
reaching 3M
4 Million tracked views
of content from blogs,
FB, and Twitter
Resulted in 6,000
shares, Over 16,000
votes in just 4 weeks
Bottom Line:
TapInfluence = $25k
Banner Ad = > $75k

13. Results: Pillsbury
Recipe share seeded
by 40 top food
bloggers reaching 2M
2 Million tracked views
of content from blogs,
FB, and Twitter
Resulted in 13,000
votes and over 10,000
“prints” in just 4
weeks
Bottom Line:
TapInfluence = $30k
Banner Ad = > $65k

14. Thank you!
Rustin Banks
CEO TapInfluence
http://tapinfluence.com
rustin@tapinfluence.com
@rustinb