Presenter: Chris Okroy, Integrated Digital Account Director, Add3 2018 has been a roller coaster for all things Paid Social. Facebook is making news every day, Instagram is still growing, Twitter is making a comeback and Snapchat is still trying to find its feet. Add in the debate on data and how it will be used and the landscape is more complicated than ever. In the session, we will discuss how the changes to the social landscape is impacting spend on the platforms and what steps can be taken at the advertiser level to comply and excel.

1. CHRIS
OKROY
HELLO.
Integrated Digital,
Account Director, Add3

2. MAKING SENSE OF A CRAZY YEAR IN PAID SOCIAL

5. Expensive
Data
Inaccuracies
GDPR
Targeting
Account
Access
Usage
Decline
Account
Hacking
Audience Size
Projections

6. • Spend on the Platform is going up
• Everyone is going after the same people
• Less Time on the Platform
Convergence of 3 Th
ings

7. 6 Million active advertisers on
Facebook

8. • Social network advertising spending in the United States from 2015 to
2018 (in billion U.S. dollars)
• 15% Growth from 2017 to 2018
$10.81
$13.61
2015
$19.0
3
2016 2017 2018
$16.5
4
5
10
15
20
0

9. AGENDA

10. 74%
54%
42%
26%
42% of Facebook users have taken a break
from the site in the past year
Any of the activities
Adjusted their privacy
settings
Taken a break from checking
for several weeks
Deleted the app from
their phone

12. 74%
54%
26%
Build Your Page
Pay to Get More Fans
Pay to Reach Your Fans
Pay to Reach Audiences +
Pay Again to Convert Them

13. Awareness &
Reach
Traffic
Engagement
Conversions
Lead Generation
App Install

14. What About ?
Over 110 Million on IG by
2019 in the USA
400 Million IG Stories Users

15. WHERE I SEE OPPORTUNITY

16. Large Audiences Outside of FB + IG
169.5M
104.7M
84.8M
77.4M
55.2M
Facebook
Instagram
Snapchat
Pinterest
Twitter
US Social Network Users, by Platforms, 2018

17. Snapchat
Snapchat’s 18+ Unduplicated Reach
% of Snapchatters who do
not use other platforms in
any given day
% of Snapchatters who use
Snapchat and also use other
platforms in any given day

19. So What Now?

20. OLD BEST PRACTICES…
ARE NOT GOOD ENOUGH!

21. NEW BEST PRACTICES
“Full Funnel” Campaigns
Invest in Awareness
Build Retargeting Pools
Animation is your friend
Test Relentlessly
Run Placements Together
Longer Attribution Windows
Consider Geo-targeting

22. REMEMBER THEM

23. What’s on the Horizon?

25. Is This Thing Over Yet?

26. We Need To Rethink How
We Run Paid Social
Campaigns