adtech SF 2012 Facebook how display works differently by appssavvy and Optimedia
1. Changing the Dynamic
for Display in the Social
Landscape
Chris Cunningham, co-founder and CEO of appssavvy
Denise Leone, associate media director of Optimedia
4. The result is lower impact and devalued media investments
â31% of 1.7B (tested) ad impressions were never in viewâ
January 2012
â43% of users ignore
online display adsâ
/ December 2010
6. Facebookâs focus on people and their experiences has opened
the door to new ways to advertise to consumers
set status
send gift
share photo
message
complete friends download song
mission
play game
vote/poll level up
7. To capture this trend, we built a new ad technology platform
we reach
your audience
across multiple
publishers
when they
perform activities
to drive action
& performance
12. Case Study:
âą Challenge
â While Payless has relatively strong overall
brand awareness, establishing a relationship
with a younger female audience was the
challenge
âą Objective
â Drive awareness of Payless Brash â a new
line targeted to junior women, encouraging
brand loyalty
14. Results
Brash content delivered to
an engaged teen girl
audience, driving strong
interaction with the brand
and social buzz!
Industry
Average
Interaction
Rate
(video view,
4.14% 3.4%
hover, etc.)
Video
Completion
Rate
57.2% 44.2%
Clicks to N/A
Facebook share
vs. total clicks
12%
Sources: Payless Brash campaign data 11/3/11 â 11/20/11;
Google benchmarks, March 2012
15. Case Study:
âą Challenge
â Dennyâs is significantly outspent by QSR
competitors and as a result is not top-of-mind
or considered especially relevant for socially-
driven audiences.
âą Objective
â Drive awareness of Dennyâs Letâs Get Cheesy
initiative, building brand relevance socially-
savvy audience, ultimately encouraging visits
to Dennyâs.
17. Results
Dennyâs Letâs Get Cheesy
messaging delivered to the
most engaged
audience, driving strong
engagement vs. industry
benchmarks
Industry
Average
CTR 0.83% 0.09% 9x
Sources: Dennyâs campaign data 9/6/11 â 10/30/11;
Google benchmarks, March 2012
18. Thank You!
Chris Cunningham Denise Leone
Co-founder and CEO Associate Media Director
E: chris@appssavvy.com E: denise.leone@optimedia-us.com
T: @chrisappssavvy T: @deniseleone