going viral on the second screen - tobias peggs ny viral media meetup 022311
DESCRIPTION
Presentation given at Jon Steinberg's NY Viral Media Meetup on Feb 23, 2011: "Going Viral on the Second Screen".TRANSCRIPT
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@tobiaspeggs
Tobias PeggsCEO, OneRiot
Going viral on the second screen
New York Viral Media Meet UpFeb 23, 2011
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@tobiaspeggs
Thinking about media for 15yrs
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@tobiaspeggs
OneRiot: Social Ad Network
OneRiot enables advertisers to reach a targeted audience across a network of leading Twitter apps.
2bn ad impressions available each month.
“Realtime social targeting” gets right ad in front of right user, for maximum resonance right now.
Chevy ad targeted at males on Twitter, 18-44, into sports and cars
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@tobiaspeggs
Twitter users love TV
Super Bowl was most Tweeted sports event in history with peak of 4064 Tweets per second.
That’s a lot of users constantly checking a “second screen”.
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@tobiaspeggs
Huge opportunity to engage a large, inherently viral audience on the second screen
“People are watching TV as it happens, and checking Twitter at the same time.”
Dick Costolo, Twitter CEO
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@tobiaspeggs
Huge opportunity to engage a large, inherently viral audience on the second screen
“When there’s a big event on TV, engagement on Twitter apps is off the charts!”
Tobias Peggs, OneRiot CEO
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@tobiaspeggs
A lot of people checked their Twitter apps throughout the game – doubling our available inventory
Available ad inventory
Ad impressions
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@tobiaspeggs
Chevy Super Bowl commercial
Objective: Drive additional views of Chevy Super Bowl commercial on YouTube.
Target: Male Twitter users, sports fans, talking about football.
Creative: Mobile IAB unit linking to YouTube page with social sharing functionality.
Result: Helped make Chevy 4th most talked about brand on Super Bowl Sunday.
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@tobiaspeggs
Aol on Grammys night
Objective: Drive page views to Aol properties covering the Grammys (e.g. PopEater)
Target: Female Twitter users, interested in celebrity and entertainment.
Creative: Dynamic “content ad” matching realtime conversation, linking to page optimized for social sharing.
Result: Lots of undisclosed goodness.
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@tobiaspeggs
Twitter users love big TV events.
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@tobiaspeggs
Twitter users love big TV events.They check their apps frequently.
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@tobiaspeggs
Twitter users love big TV events.They check their apps frequently. Ad inventory spikes accordingly.
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@tobiaspeggs
Twitter users love big TV events.They check their apps frequently. Ad inventory spikes accordingly. Opportunity to reach big audience on “the second screen”.
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@tobiaspeggs
Twitter users love big TV events.They check their apps frequently. Ad inventory spikes accordingly. Opportunity to reach big audience on “the second screen”.Ad creative should drive audience to engage with compelling content.
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@tobiaspeggs
Twitter users love big TV events.They check their apps frequently. Ad inventory spikes accordingly. Opportunity to reach big audience on “the second screen”.Ad creative should drive audience to engage with compelling content. Audience will consume, share, and are acquired cost effectively.
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@tobiaspeggs
Tobias PeggsCEO, OneRiot@tobiaspeggs
www.OneRiot.comBlog.OneRiot.com