Embed Size (px)
DESCRIPTION
There's a lot of talk about paid, owned, and earned media, and just as much about content marketing. What if you could leverage your earned media, specifically user-generated content, to create more engaging, effective paid media? Meet "reality advertising" – an innovative solution that fuses earned content and paid media, creating highly targeted ads that stand out in the cluttered social and digital ad space. In a session led by House Party's Chief Product & Technology Officer, you'll see firsthand how the content consumer advocates create can be combined with state of the art data and targeting tools for more effective digital advertising.
Citation preview
DIGIDAY BRAND SUMMIT 2013
1
Mike Hermus
Chief Product & Technology Officer
@mikehermus
@housepartyinc
Reality Advertising: How Brands can use Earned to create more effective Paid
DIGIDAY BRAND SUMMIT 2013
© 2013 House Party, Inc.
2@mikehermus @housepartyinc
Consumers are bombarded with brand messages, making it harder for digital ads to break through
3@mikehermus @housepartyinc
Facebook news feed ads
Some newer channels are showing promise in reaching consumers but…
Facebook news feed ads
0.58
Typical display ads
0.11
4@mikehermus @housepartyinc
Study after study confirms that earned is #1 in terms of consumer trustDegree of consumer trust in the following forms of advertising*
Text ads on mobile phonesDisplay ads on mobile devices
Online banner adsOnline video ads
Search engine results adsAds before movies
RadioNewspaper
Billboards/outdoor advertisingMagazines
TVBrand sponsorshipsEmails signed up for
Editorial content (e.g., newspaper article)Brand websites
Consumer opinions posted onlineRecommendations from people known
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%29%
33%33%
36%40%41%42%
46%47%47%47%47%
50%58%58%
70%92%
Text ads on mobile phonesDisplay ads on mobile devices
Online banner adsOnline video ads
Search engine results adsAds before movies
RadioNewspaper
Billboards/outdoor advertisingMagazines
TVBrand sponsorshipsEmails signed up for
Editorial content (e.g., newspaper article)Brand websites
Consumer opinions posted onlineRecommendations from people known
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%29%
33%33%
36%40%41%42%
46%47%47%47%47%
50%58%58%
70%92%
Source: The Nielsen Company (April 2012)
5@mikehermus @housepartyinc
The challenge for marketers
Creating earned with the scale and targeting of mass media
6@mikehermus @housepartyinc
What if you could…
Combine the scale & targeting of digital media with the power and effectiveness of earned content/consumer to consumer content?
7@mikehermus @housepartyinc
Introducing… Reality Advertising!
“Reality Advertising is an innovative solution that uses earned content as creative for paid media, producing highly targeted ads that stand out in the cluttered social and digital ad space.”
8@mikehermus @housepartyinc
What’s at the core of Reality Advertising? UGC!A user generated image of a positive product experience
is memorialized recommendation for all to see
Relevant
Resonant
Authentic
9@mikehermus @housepartyinc
Make that content the centerpiece of a digital ad campaign
10@mikehermus @housepartyinc
THREE QUESTIONS YOU’RE BOUND TO ASK
11@mikehermus @housepartyinc
1. HOW DOES IT RELATE TO CONTENT MARKETING?
12@mikehermus @housepartyinc
Typically, it’s the marketers creating the content
13@mikehermus @housepartyinc
In reality advertising, the consumer creates the content for you
14@mikehermus @housepartyinc
2. HOW DOES IT RELATE TO NATIVE ADVERTISING?
15@mikehermus @housepartyinc
Native advertising is all about the format
16@mikehermus @housepartyinc
Reality Advertising is about the content
Reality Ad—Native FormatReality Ad—Non-Native Format
17@mikehermus @housepartyinc
3. WHY IS IT CALLED REALITY ADVERTISING?
18@mikehermus @housepartyinc
Reality TV and Reality Ads are both rooted in real people having real experiences
19@mikehermus @housepartyinc
How Reality Advertising differs from Reality TV?
Authenticity
20@mikehermus @housepartyinc
21@mikehermus @housepartyinc
Bringing Reality Advertising to life starts with real consumers sharing real stories
@mikehermus @housepartyinc22
1. Identify your advocates
Driving successful advocacy starts with finding the right people...
23@mikehermus @housepartyinc
2. Give them a great experience
—chantalmalfoy
The party was a success! I am in love with my new SodaStream. My Mom already bought one. My sister and my Aunt are planning on buying one. Everyone loved it! The kids thought the process was really neat with the
sounds and bubbles. The boys loved the sidewalk chalk, beachball, visors, and the water balloons provided in the kit! Even the adults got in on some of the fun. We played games, ate dinner, and enjoyed fresh drinks in so many
different flavors all day long!!
24@mikehermus @housepartyinc
3. Provide the tools to capture and share UGC
25@mikehermus @housepartyinc
4. Make sure you have permission
Pick the right platform
Mind your Ts & Cs
Opt-ins are your friends
26@mikehermus @housepartyinc
YOU HAVE THE CONTENT, NOW WHAT?
27@mikehermus @housepartyinc
Take that content and execute a digital ad campaign!
Identify brand objectives/goals
Curate the content
Pick your channel/platform
Develop ad units and copy
Set appropriate audience targeting
Optimize!
Identify brand objectives/goals
Curate the content
Pick your channel/platform
Develop ad units and copy
Set appropriate audience targeting
28@mikehermus @housepartyinc
Optimization in more detail
Current Technology is very powerful
But you need options to optimize against
User-generated content can provide lots of options
“Know, don’t guess”
29@mikehermus @housepartyinc
Reality Advertising: The Results
Click-Thru Rate Engagement Rate Post Likes Page Likes Photo Views
Standard Creative UGC
+66% +75%
+15% +18%
+190%
30@mikehermus @housepartyinc
Click-Thru Rate Engagement Rate Post Likes Page Likes Photo Views
Standard Creative UGC
Maximizing Impact: Photo Posts
+76%
+136%
+34% +23%
+313%
31@mikehermus @housepartyinc
What about the top performing ads?
Click-thru rate of 2.1%
Non-click engagement rate of 3.6%
Total post engagement of 5.7%
Approximately 90% better than standard creative
32@mikehermus @housepartyinc
For each $ spent on UGC vs. stock assets, brands received:
1.3 times as many post likes
1.2 times as many page likes
1.8 times as many clicks
4 times as many photo views
1.8 times as many conversions
33@mikehermus @housepartyinc
Key takeaways
‘Reality Advertising’ is all about the content—but it is user generated content captured from authentic experiences—the ability to create/find/capture this content is critical
Campaigns can be executed in any channel or format that provides a large enough viewable image. Native social formats are a natural fit, but by no means the only option
Optimization can really be leveraged when you have a lot of good quality UGC to choose from—get 100 images and let the data quickly tell you which resonates with your target audience
The results speak for themselves— “Authenticity Trumps Perfection”: significantly more clicks, more conversions, and more engagement per dollar spent
DIGIDAY BRAND SUMMIT 2013Thank You!
34
Mike HermusChief Product & Technology Officer
@mikehermus
@housepartyinc
about.houseparty.com
© 2013 House Party, Inc.
