This document summarizes a presentation about using paid social platforms as audience enablers. The presentation discusses how mobile usage has surpassed desktop, with the average American owning 4 devices. It also discusses how most mobile time is spent on a few key platforms, and how ad spend is shifting to follow user time and attention. The bulk of the presentation focuses on how platforms can unlock audience identity and be used to target specific segments, bring own data, and leverage platform data through logins to enable persistent identification across devices. Specific platforms discussed include Instagram, Facebook, Pinterest, Twitter and mobile formats like native video ads.

1. PLATFORM SUMMIT!
RITZ CARLTON HALF MOON BAY • AUGUST 13- 15
PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS
PRESENTED BY:
PAUL STEKETEE
HEAD OF PAID SOCIAL AND EMERGING MEDIA1

2. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS 2
AGENDA
1. THE SITUATION
2. THE OPPORTUNITY
3. THE PLATFORM AS AUDIENCE SOLUTION
4. THE FORMATS TO POWN THE SECOND SCREEN

3. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS 3
A NEW FORM OF ADDRESSABILITY IN DIGITAL HAS EMERGED
AAS 1.0
Name & Address
AAS 4.0
ID ENABLED ON PLATFORMS
1990 2014
AAS 3.0
Email Address
AAS 2.0
Phone #

4. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS 4
Time spent in mobile apps surpassed
time spent on desktop in January 2014
Cross device is the norm with the
average American owning 4 devices
MOBILE HAS JUMPED THE SHARK
Source: Comscore & eMarketer

5. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS 4
(#SharkNadoTheSecondOne)
Time spent in mobile apps surpassed
time spent on desktop in January 2014
Cross device is the norm with the
average American owning 4 devices
MOBILE HAS JUMPED THE SHARK
Source: Comscore & eMarketer

6. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS 5
80/20 RULE: MOST TIME ON MOBILE IS SPENT ON JUST A FEW PLATFORMS
PEOPLE DON’T “SURF”
AS MUCH ON MOBILE
Source: Comscore ‘13
92%
% mobile
86%
68%
98%

7. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS 6
AD SPEND SHIFTING: A FEW BIG WINNERS EMERGE
Source: Emarketer

8. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS 7
IF THE MEDIUM IS THE MESSAGE: THE PLATFORM IS THE AUDIENCE
PLATFORMS
UNLOCK
AUDIENCE
IDENTITY
College Student /
Heavy Gamer
Entertainment Junky
in Midwest

9. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS
INCLUSION
EXCLUDED
SEGMENTS EXCLUDE EXISTING CUSTOMERS
CROSS-SELL, UP-SELL, REPEAT
PURCHASE OR TARGET
NEW PROSPECTS DIRECTLY
EXPAND REACH TO
FIND NEW CUSTOMERS
Customer / Prospect Segments
TARGETED SEGMENTS
EXCLUDE SEGMENTS
LOOKALIKES TO
EXPAND REACH
LOOKALIKES
MEDIA PERFORMANCE ANALYTICS, CONVERSIONS, MEASUREMENT OPTIMIZATION
EXCLUSION
8
CRM
Database
Beyond Cookies: ID Based Is More Accurate Across Platforms

10. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS
LOGIN ENABLES
PERSISTENT ID
Define
Your Target
1
ACTIVATE VIA
PAID SOCIAL
PLATFORMS
2 3
NATIVE: IN
FEED &
BEYOND
4
FREQUENCY &
SEQUENCING
DRIVE THROUGH
THE FUNNEL
5
The Login is the Only Truly Persistent Identifier
RLSAGDN
BRING YOUR OWN
DATA / ENABLE
PLATFORM DATA
9

11. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS
Instagram: Indicates Intent & Facebook: Continues Conversation
PLATFORMS
UNLOCK
AUDIENCE
IDENTITY
10
1 2

12. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS
Pinterest: People Powered PLAs
11

13. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS
Twitter + MoPub: In the Billions each Month
Tweets Have all of the elements for Ad syndication in Mobile
12

14. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS
13
Photo Post Link Post Native Video Post
The Full Screen - Now in the Palm of your hand
13

15. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS
Embedded Vine
Embedded Photo
Native Video
The Full Screen - Now in the Palm of your hand
14

16. PLATFORM SUMMIT PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS
Click To Call Card
Product Card
Lead Gen Card
The Full Screen - Now in the Palm of your hand
15

17. !
RITZ CARLTON HALF MOON BAY • AUGUST 13- 15
PLATFORM SUMMIT
PAID SOCIAL PLATFORMS AS AUDIENCE ENABLERS
THANKYOU! - GO FORTH AND SOCIAL/MOBILIZE!
!
PRESENTED BY:
PAUL STEKETEE
HEAD OF PAID SOCIAL AND EMERGING MEDIA
16
@Steketee