• No results found

The Display Advertiser s Guide To Social Media Marketing

N/A
N/A
Protected

Academic year: 2022

Share "The Display Advertiser s Guide To Social Media Marketing"

Copied!
5
0
0

Loading.... (view fulltext now)

Full text

(1)

The Display

Advertiser’s Guide To Social Media

Marketing

10 Concepts From Display Advertising That You May Think Are Interchangeable With Social, But

Aren’t Entirely

(2)

Y ou’re a display advertising dynamo. In fact, you and IAB ad units go together like clicks and cookies. You get the best CPMs and everyone knows it. Now your executive team wants you to incorporate social media into your plan for ultimate digital domination.

Easy peasy—you already know everything you need to know from display right? Well, not quite.

As social media advertising

continues to increase its piece of the

marketing budget pie, many display

marketers are finding themselves

trying to make sense of a constantly

changing and complex industry. But

not to worry, if you are new to social

strategy, we’ve put together a short

guide to help you navigate some of

the key differences.

(3)

Concept / Topic Display Advertising Social Media Advertising Extra Credit

Programmatic Ad Platforms

Demand Side Platforms (DSP)

Facebook FMPs (Facebook Marketing Partners), Twitter TOPs (Twitter Official Partners), LinkedIn SUPs (Sponsored Update Partners).

In both social media and display, programmatic ad platforms utilize a bidding system to win inventory for advertisers. Both systems leverage real-time bidding, but the inventory sources differ between the two.

Frequency Can often be capped by the advertiser

Is capped by the social networks.

Frequency refers to the number of times an individual user sees your post within a 24-hour period. If you are looking for the ability to cap frequency, Facebook, Instagram and Twitter (beta) are the only networks currently offering this option.

Ad Sizes Creative must follow IAB standardized sizes (e.g.

728x90, 300x250, 160x600, etc.)

Is capped by the social networks.

Advertisers should be careful to not repurpose banner creative in social.

Social content should abide by certain requirements set by each network (e.g.

text to image ratios, etc.).

Refreshing Creative

Less frequent More frequent Brands will need to freshen campaigns

much more often on social because users consume content at a higher rate.

Video Units (Most Used)

Pre-roll Video posts While many options are available

for both display and social, the main difference is the fact that for social, video IS the content versus in display where video PRECEDES the content.

Rich Media The ad unit (e.g.

interstitials, takeovers, expandable units) expands to reveal a Rich Media environment.

Rich media options are live within the post (e.g. interactive Twitter cards, Facebook autoplay posts, etc.).

Social networks are very conscious of user satisfaction and want to make sure that ads fit seamlessly into the overall experience. Marketers who are interested in interactive social advertising should be sure to keep up with the latest and greatest options available. Often FMPs/TOPs/SUPs get early access to these features.

Share Of Voice Typically defined as the share of impressions an advertiser receives in relation to the inventory on the page.

Often thought of an

advertiser’s share of audience (the rough percentage of people you will reach).

Social media is less about impressions and more about audience reached. Be careful not to apply your display SOV goals to social campaigns, as it won’t be applicable.

B A C K T O B A S I C S

(4)

D I S P L A Y A D V E R T I S I N G , A M P L I F I E D

Now that we’ve covered some of the fundamental differences, let’s look at what social adds to the advertising equation.

T A R G E T I N G

A U D I E N C E A C Q U I S I T I O N

C O N V E R S I O N A T T R I B U T I O N

Targeting potential consumers in display is mainly executed by advertisers leveraging cookies stored in the user’s browser. Social media can tap into cookie targeting and also offers more reliable additional options powered by identity based social data including behaviors, interests, applications and more.

The number of audience acquisition conversion types that can be applied is larger for social campaigns. In addition to standard conversions such as lead generation, order completions or newsletter sign ups, social offers additional acquisition options including Facebook page likes, Twitter followers or LinkedIn followers.

Virality is at the core of social media, and consequently, this can make measuring ROI a bit trickier on these platforms. While it’s possible to have some sharing activity with display ads, consumption tends to largely be limited to the users that see the ads directly (1st generational activity). In contrast, social also widely consists of Dark Social engagement and multi-generational activity, such as when users copy and paste links instead of using share buttons.

This must be taken into account in order to better measure the reach and impact of campaigns.

C o o k i e - b a s e d T a r g e t i n g

Social ads such as interests, liked pages and more

W e b c o n v e r s i o n s l i k e l e a d s , s i g n u p s , d o w n l o a d s , o r d e r s a n d m o r e

S o c i a l a q u i s i t i o n a c t i o n s s u c h a s F a c e b o o k P a g e l i k e s a n d T w i t t e r F o l l o w e r s

P r e d o m i n a t e l y 1 s t g e n a c t i v i t y f r o m u s e r s t h a t a r e d i r e c t l y e x p o s e d t o t h e a d

Multi-gen activity from shares, copied/pasted links, Dark Social, etc.

(5)

Unified delivers technology and services to connect marketing data sets and optimize investments across the customer journey. Unified’s software empowers Fortune 500 companies and agencies to drive marketing success in the context of their business goals. The Unified platform transforms fragmented marketing data into actionable intelligence and real-time activation. Unified has offices in New York City, San Francisco, Los Angeles, and Chicago.

C O N T A C T U S

F I N D U S O N

S I G N U P F O R A L I V E D E M O

sales@unifiedsocial.com

w w w.UnifiedSocial.com

A B O U T

PHOTO CREDIT: WOCinTech Chat “Women In Tech - 88” Flickr CC BY 2.0

References

Related documents

Table 28: Private Higher Education institutions in Tanzania 111 Table 29: Undergraduate degrees at the United States International University 117 Table 30: Master degrees

Standard: Understands tools, strategies, and systems needed to access, process, maintain, evaluate, and disseminate information to assist business decision-making. Performance

So far, we've seen Docker containers exposing ports and binding interfaces so that container services are exposed on the local Docker host's external network (e.g., binding port

Role of social media marketing in automobile sector of social media, existing usage of social media in marketing of two-wheelers and consumer preferences

• Using the Sonos app on a mobile device, select Settings -> Advanced Settings -> Wireless Setup.. • Using the Sonos app on a PC, select Settings -> Advanced from the

Characteristics of Tropical Climate 3.0 Heat Transfer 3.1 Conduction 3.2 Convection 3.3 Radiation 3.4 Evaporation Condensation 4.0 Passive Cooling 4.1 Building Configuration

GAO and the Office of the Inspector General (OIG) continued their review of BIS programs and activities in the following reports: Joint Strike Fighter Acquisition:

Metabolomics and bacterial diversity of packaged yellowfin tuna (Thunnus albacares) and salmon (Salmo salar) show fish species- specific spoilage development during chilled