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Hotel Nikko San Francisco | November 18, 2010
Anchor Sponsors
Brain Pop: Real-Time Advertising
• Tobias Peggs, CEO, OneRiot | @TobiasPeggs
Hotel Nikko San Francisco | November 18, 2010
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Thank You to Our SponsorsANCHOR SPONSORS
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Hotel Nikko San Francisco | November 18, 2010
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Thank You to Our PartnersRESEARCH PARTNER COMMUNICATIONS PARTNER MIX TWEET PARTNER
NON-PROFIT PARTNER
ASSOCIATION PARTNERS
MEDIA AND OUTREACH PARTNERS
Advertising on the realtime web
Tobias Peggs, CEO OneRiot
@tobiaspeggs
Image: http://advertising.aol.com/creative/projectdevil/old-web-new-web
Advertising on the web sucks
WHITEN YOUR TEETH TODAY!
WHITEN YOUR TEETH TODAY!
Advertising on the realtime social web could really suck
Thankfully companies like these are starting to do it right….
….for big brand, socially-savvy advertising clients like these
Twitter: Promoted Tweet ad unit Paid-for Trending TopicOne of 10 trending topics per day
Drives users to a SERP for that topicTop tweet is “Promoted” content
Others are “organic” tweets about the topic
Twitter: gives you reach!
Organic re-tweeting of McRib Promoted Tweet content kept MacDonald's as a Trending Topic for 3 days after its campaign ended.
http://twtrcon.com/2010/11/07/promoted-mcrib-still-an-active-topic-2-days-after-promoted-trend-buy/
Organic Resonance
3rd party syndication Promoted tweets now appearing in Google and ecosystem clients
Ad.ly: Celebrity Endorsed Tweet
http://danzarrella.com/celeb-ctrs.html
Ad.ly: Credibility by association
The Most Influential Celebrities on Twitter by CTRhttp://danzarrella.com/celeb-ctrs.html#
Traditional ad messages served in a new ad unit – the Tweet
Rabid information consumers
Very short attention spans
Seeking what’s hot, right now
Characteristics of the Audience on the realtime social web
Pew Research Center
Traditional ad appears here
Ad needs to appear here
Peak realtime web audience engagement - i.e. the largest volume of advertising opportunity.
Audience Engagement for a Trending Topic on the realtime web
time
Huge opportunity to target in realtime, if you are quick!
OneRiot is right-now targeted advertising for the realtime web
OneRiot matches campaign content to conversational trends as they emerge in realtime on the social web. Then we promote it to a targeted audience across our network. This ensures ad creative is always “relevant right now” – which is what this audience engages with most.
Display CTR ~0.4%
Twitter apps CTR ~1%Mobile CTR ~0.75%
Reach audience across realtime apps, mobile, display and search
Example partners: Seesmic, Tweetcaster, Ubertwitter, Sobees, Echofon, Digsby, Taptu, TwitGoo, TinyPic, Tweetbeat, Topsy, Tweetdeck
Content is king for advertising on the realtime web
“In the age of digital media, we believe every brand must become a publisher”John Battelle, Federated Media: http://www.federatedmedia.net/blog/2010/03/toward-a-new-understanding-of-publishing-part-1/
Traditional ad appears here
Realtime Ads appear here
time
Advertiser Pool
Social Web Data Trending Topics Engine
Realtime Ad ContentIndex
On-the-fly Ad ContentCreation
Realtime Ad Rankingand Delivery
• How the system works– Advertiser content is indexed the
second it is published.– Trending Topics Engine determines
engaging topics for the audience on the realtime web.
– Dynamic ad content is created to match those trending topics.
– Ads are ranked for relevance right now, and served to the audience across multiple channels.
– The right ads are delivered at just the right time….
OneRiot: dynamic trends-based ad creative for realtime web ads
Glee
Glee
Glee
Glee
Automatically positions brand as “on the trend”7-8 page views per visitSubsequent social sharing on Twitter and Facebook
Audience engages most with content that’s relevant right now!
Branding campaign for Aol
Driving app downloads for Condé
Audience engages most with content that’s relevant right now!
“Brands who are publishers” reach this audience the right way
Case studies at: http://blog.oneriot.com
The future of advertising on the realtime social web is…
The future of advertising on the realtime social web is realtime trends-based and conversational targeting…
The future of advertising on the realtime social web is realtime trends-based and conversational targeting enabled by brands becoming publishers…
The future of advertising on the realtime social web is realtime trends-based and conversational targeting enabled by brands becoming publishers who can engage the audience in the right way right now.
Advertising on the realtime web
Tobias Peggs, CEO OneRiot
@tobiaspeggs
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