Addressomo
MARKETING LAND
WINNING STRATEGIES WITH FACEBOOK ADS
SMX Social Media Marketing 2014 November 19 - 20, 2014 ARIA Resort & Casino - Las Vegas, NV
#SMXSOCIAL14
ADDRESSABLE + SOCIAL + MOBILE
ADDRESSABLE+ SOCIAL
+ MOBILE
Presented by: Paul Steketee Founder & Managing Director The Addressomo Corporation E: [email protected] W: addressomo.com
F: facebook.com/Steketee T: twitter.com/steketee L: linkedin.com
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© 2014 The Addressomo Corporation.
ADDRESSABLE + SOCIAL + MOBILE
MARKETING + ADVERTISING + MEDIA
We’ve Gone MobileThis is a Pivotal Moment
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© 2014 The Addressomo Corporation.
ADDRESSABLE + SOCIAL + MOBILE
MARKETING + ADVERTISING + MEDIA
We’ve Gone MobileThis is a Pivotal Moment
Source: Mary Meeker Internet Trends 2014
Mobile Desktop Mobile Desktop
Time Spent Ad$ Spent
$30 Billion Opportunity
Source: Meeker ‘14
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© 2014 The Addressomo Corporation.
ADDRESSABLE + SOCIAL + MOBILE
MARKETING + ADVERTISING + MEDIA
We’ve Gone MobileThis is a Pivotal Moment
27%All Mobile Time
Spent daily
Facebook & Instagram
Source: Comscore ‘13
More Change In Last 2 Years Than
Previous 50
Source: Mary Meeker Internet Trends 2014
Mobile Desktop Mobile Desktop
Time Spent Ad$ Spent
$30 Billion Opportunity
Source: Meeker ‘14
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© 2014 The Addressomo Corporation.
ADDRESSABLE + SOCIAL + MOBILE
MARKETING + ADVERTISING + MEDIA
We’ve Gone MobileThis is a Pivotal Moment
27%All Mobile Time
Spent daily
Facebook & Instagram
Source: Comscore ‘13
More Change In Last 2 Years Than
Previous 50
Source: Mary Meeker Internet Trends 2014
Mobile Desktop Mobile Desktop
Time Spent Ad$ Spent
$30 Billion Opportunity
Source: Meeker ‘14
“The Convergence Of Social & Mobile Has Given An
Addressable Audience Online That's 100 Times Bigger Than
Ever Before”
Jonah Peretti, Founder, BuzzFeed
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© 2014 The Addressomo Corporation.
ADDRESSABLE + SOCIAL + MOBILE
MARKETING + ADVERTISING + MEDIA
MORE TIME SPENT ON JUST A FEW PLATFORMS
Source: Comscore ‘13
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© 2014 The Addressomo Corporation.
ADDRESSABLE + SOCIAL + MOBILE
MARKETING + ADVERTISING + MEDIA
MORE TIME SPENT ON JUST A FEW PLATFORMS
Facebook Instagram Twitter Google Youtube Yahoo! Pinterest Microsoft
Mobile Time Spent Per Day in Minutes
Source: Comscore ‘13
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© 2014 The Addressomo Corporation.
ADDRESSABLE + SOCIAL + MOBILE
MARKETING + ADVERTISING + MEDIA
MORE TIME SPENT ON JUST A FEW PLATFORMS
Facebook Instagram Twitter Google Youtube Yahoo! Pinterest Microsoft
Mobile Time Spent Per Day in Minutes
IN APPSTIME
86%
Source: Comscore ‘13
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© 2014 The Addressomo Corporation.
ADDRESSABLE + SOCIAL + MOBILE
MARKETING + ADVERTISING + MEDIA
Mobile Demands a New Breed of Platforms & Technologies
©"LUMA"Partners"LLC"2014
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
Exchanges DSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAY(LUMAscape
MARKETER
PUBLISHER
CONSUMER
i
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company
Many existing targeting, tracking, and digital ad formats are not efficient in mobile
©"LUMA"Partners"LLC"2014
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
Exchanges DSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAY(LUMAscape
MARKETER
PUBLISHER
CONSUMER
i
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company ©"LUMA"Partners"LLC"2014
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
Exchanges DSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAY(LUMAscape
MARKETER
PUBLISHER
CONSUMER
i
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company
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© 2014 The Addressomo Corporation.
ADDRESSABLE + SOCIAL + MOBILE
MARKETING + ADVERTISING + MEDIA
©"LUMA"Partners"LLC"2014
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
Exchanges DSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAY(LUMAscape
MARKETER
PUBLISHER
CONSUMER
i
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company
Agencies
Planning & Buying Tools
Audience & Data Partners
Measurement & Analytics Tools
Verification & Certification Providers
Ad Servers
Exchanges, Networks, DSPs, SSPs
©"LUMA"Partners"LLC"2014
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
Exchanges DSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAY(LUMAscape
MARKETER
PUBLISHER
CONSUMER
i
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company ©"LUMA"Partners"LLC"2014
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
Exchanges DSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAY(LUMAscape
MARKETER
PUBLISHER
CONSUMER
i
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company ©"LUMA"Partners"LLC"2014
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
Exchanges DSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAY(LUMAscape
MARKETER
PUBLISHER
CONSUMER
i
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company
That is not a bad thing … Less is always More …
©"LUMA"Partners"LLC"2014
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
Exchanges DSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAY(LUMAscape
MARKETER
PUBLISHER
CONSUMER
i
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company ©"LUMA"Partners"LLC"2014
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
Exchanges DSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAY(LUMAscape
MARKETER
PUBLISHER
CONSUMER
i
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company Like-a
Mobile Demands a New Breed of Platforms & Technologies
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© 2014 The Addressomo Corporation.
ADDRESSABLE + SOCIAL + MOBILE
MARKETING + ADVERTISING + MEDIA
©"LUMA"Partners"LLC"2014
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
Exchanges DSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAY(LUMAscape
MARKETER
PUBLISHER
CONSUMER
i
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company
Agencies
Planning & Buying Tools
Audience & Data Partners
Measurement & Analytics Tools
Verification & Certification Providers
Ad Servers
Exchanges, Networks, DSPs, SSPs
©"LUMA"Partners"LLC"2014
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
Exchanges DSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAY(LUMAscape
MARKETER
PUBLISHER
CONSUMER
i
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company ©"LUMA"Partners"LLC"2014
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
Exchanges DSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAY(LUMAscape
MARKETER
PUBLISHER
CONSUMER
i
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company ©"LUMA"Partners"LLC"2014
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
Exchanges DSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAY(LUMAscape
MARKETER
PUBLISHER
CONSUMER
i
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company
That is not a bad thing … Less is always More …
©"LUMA"Partners"LLC"2014
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
Exchanges DSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAY(LUMAscape
MARKETER
PUBLISHER
CONSUMER
i
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company ©"LUMA"Partners"LLC"2014
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
Exchanges DSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAY(LUMAscape
MARKETER
PUBLISHER
CONSUMER
i
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company Like-a
& it’s easier on our eyes…
Mobile Demands a New Breed of Platforms & Technologies
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© 2014 The Addressomo Corporation.
ADDRESSABLE + SOCIAL + MOBILE
MARKETING + ADVERTISING + MEDIA
©"LUMA"Partners"LLC"2014
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
Exchanges DSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAY(LUMAscape
MARKETER
PUBLISHER
CONSUMER
i
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company ©"LUMA"Partners"LLC"2014
Performance
Video / Rich Media
Targeted Networks / AMPs
Horizontal
Vertical / Custom
Mobile
Exchanges DSPs
Publisher Tools
Data Suppliers
Ad Servers
DMPs and Data Aggregators
Measurement and Analytics
Creative Optimization
Agency Trading Desks
Ad Networks
Media Planning and Attribution
Verification / Privacy
Ad Servers
Retargeting
Media Mgmt Systems and Operations
Sharing Data / Social Tools
SSPs
DISPLAY(LUMAscape
MARKETER
PUBLISHER
CONSUMER
i
Tag Mgmt
Agencies
Denotes acquired company Denotes shuttered company
The Facebook “Stack” Simplifies The Ad Tech StackThat is not a bad thing … Less is always More …
Agencies
Like-a
Atlas
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© 2014 The Addressomo Corporation.
ADDRESSABLE + SOCIAL + MOBILE
MARKETING + ADVERTISING + MEDIA
How Facebook Continues to Lead The Way
70% of online traffic associated with a Facebook Profile
Facebook has overcome the tracking hurdles associated with
cookies
Cross Device, Cross Platform
Reach extension across multiple mobile opportunities
Facebook Audience Network
People Not Cookies FB ID is 1 to 1 Expansive Reach
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© 2014 The Addressomo Corporation.
ADDRESSABLE + SOCIAL + MOBILE
MARKETING + ADVERTISING + MEDIA
Targeting Real People Creates Real Efficiencies
Mobile & tablet tracking challenges Cross device tracking
3rd Party Cookie Unique ID
Accurate
Persistent
Cookie deletion
Browser opt out (threat)
Cookies Per
Person
1ActualReal
Person
3+
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© 2014 The Addressomo Corporation.
ADDRESSABLE + SOCIAL + MOBILE
MARKETING + ADVERTISING + MEDIA
Mobile Expansion: Audience NetworkLink PostsVideo posts
Even More Scale with a tick of a box
No additional targeting or creative needed
Atlas
From Brand to DR to Commerce — Real Marketing Outcomes
Nespresso USAHoliday eCommerce + Product Expansion
Success StoriesFacebook Ads Deliver Through The Funnel
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© 2014 The Addressomo Corporation.
ADDRESSABLE + SOCIAL + MOBILE
MARKETING + ADVERTISING + MEDIA
Most Efficient Form of Prospecting: Facebook
NewsFeed CTR
4.8%
New Customer Acquisition
#1
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© 2014 The Addressomo Corporation.
ADDRESSABLE + SOCIAL + MOBILE
MARKETING + ADVERTISING + MEDIA
Best Source of New Customers: Facebook
More than Search
2.5x
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© 2014 The Addressomo Corporation.
ADDRESSABLE + SOCIAL + MOBILE
MARKETING + ADVERTISING + MEDIA
3 Things You Can Do Today To Get Started
3
Leverage the Full Suite of Facebook Ad Products & Placements: Multi-Product Listing, Video, Desktop, Mobile, Newsfeed, RHS
Place the Facebook Conversion Pixel & Target, Measure Real People, Not Cookies!
Be ready for Off Platform Growth by harnessing current on platform Techniques
1
23
Addressomo
MARKETING LAND
WINNING STRATEGIES WITH FACEBOOK ADS
SMX Social Media Marketing 2014 November 19 - 20, 2014 ARIA Resort & Casino - Las Vegas, NV
#SMXSOCIAL14
ADDRESSABLE + SOCIAL + MOBILE
ADDRESSABLE+ SOCIAL
+ MOBILE
Presented by: Paul Steketee Founder & Managing Director The Addressomo Corporation E: [email protected] W: addressomo.com
F: facebook.com/Steketee T: twitter.com/steketee L: linkedin.com
THANK YOU!
