TWITTER ADVERTISING :

BRAND, PERFORMANCE & VIRAL ADVERTISING

Prepared by:
Nina Kammer, Account Executive, Adly Inc.
http://ad.ly
AD.LY IN THE PRESS

“It is perhaps the last frontier in advertising”

Published: November 21st, 2009 (Link to Article)

“Will Ad.ly Define Twitter Advertising?”

Published: October 20th, 2009 (link to article)

“From Twitter to advertising treasure”

Published: October 24th, 2009 (link to article)
WHY THE STREAM?

Eyeballs have shifted from the web to the stream.

The Static Web; Blogs, Websites, Portals

 **Ad.ly Advertiser Partners
OUR GOAL

To be the conduit that connects top-tier

brands to top-tier influencers
TOP-TIER PUBLISHERS

Most Influential Publishers

1,000,000+ followers, celebrities, etc

Top-Tier Publishers
NUMBER OF 50,000+ followers
FOLLOWER
S
Middle-Tier Publishers
10,000+ followers

Long-Tail Publishers
50 – 10,000 followers, endemic niche

NUMBER OF
PUBLISHER
S
ABOUT AD.LY

About | ad lee |

Ad.ly is an in-stream
advertising platform built for a
world where everyone is a
publisher.

REACHING OVER 47
MILLION FOLLOWERS ON
TWITTER, WE MATCH TOP-
TIER BRANDS W/ TOP-TIER
PUBLISHERS.

By listening to people, data, and our partners, we

identify opportunities that represent a relevant
media experience for our advertisers.
HOW IT WORKS

Message is displayed in-stream on the publisher’s Twitter feed. Publishers

are allowed one endorsed message per day.
REPORTING

Using third party partners for reporting (Bit.ly, Awe.sm, Twitter) we

provide the following reporting for each campaign
1. Clicks (by publisher)
2. CTR (by publisher)
3. Retweets
4. Overall # of followers reached from Retweets
DISCLOSURE

As prescribed by the FTC, all Ad.ly messages meet federal endorsement

guidelines by providing “disclaimer” in the following formats:

1. A message of Typicality
• Example: “Check this out ((link))(Ad)”
• Example: “RT and follow @BrandName to get the first ((link))(Ad)”
• By disclosing “(Ad),” the message is clearly labeled an advertisement

2. Clear, conspicuous, and informative disclaimer

• Example: “I’m working with @BrandName to promote ((link))”
• Example: “Happy to endorse ((link)) on behalf of @BrandName
• Clear, conspicuous and informative disclaimer is written into the message

Ad.ly has a 100% disclosure policy for all messages. This policy was set in place well before the FTC
mandate. It’s our belief that material relationships should always be disclosed. We strongly encourage
all of our advertising partners to read the entire guideline established by the FTC which can be found
here: http://www.ftc.gov/os/2009/10/091005endorsementguidesfnnotice.pdf
PUBLISHERS

With over 36,000+ publishers, Ad.ly is the largest ad network for

Twitter reaching more than 47,000 million users.
 MALE INFLUENCERS
With 21,000 Twitter publishers reaching over 47 million followers, the Ad.ly
publisher list consists of the most influential people on the Web.
Kareem Abdul Jabar
NBA Hall of Fame – LA Laker
1,145,000 followers
G4
1,115,500 followers
Guy Kawasaki
Shaq Brent Spiner Levar Burton
The Original Mac Evangelist
NBA Basket Ball Player Classic Star-Trek – “Data” Reading Rainbow/Star-Trek
Author/Venture Capitalist
2,734,000 followers 1,341,000 followers 1,572,000 followers
204,000 followers
Leo Leporte Ali Nejad Greg Grunberg
Darren Rowse
#1 Radio Tech Talk Show NBC Late Night Host NBC Heroes
Author of Problogger
154,600 followers 974,500 followers 1,390,000 followers
86,000 followers
Jeremiah Owyang
Forrester Researcher
57,000 followers
**Note: This is just a sample list. 100+ other
top-tier male endemic influencers could easily
participate in this campaign
FEMALE INFLUENCERS

Ad.ly’s Female Influencer Channel reaches 16 million female Twitter

users via most influential women in media and pop-culture. Publishers
include:
- Britney Spears: 4,133,736 Twitter followers
- Kim Kardashian: 2,666,897 Twitter followers
- Brooke Burke: 1,649,453 Twitter followers
- Lauren Conrad: 792,520 Twitter followers
- Kendra Wilkinson: 559,148 Twitter followers
- Kourtney Kardashian: 759,793 Twitter followers
- Audrina Patridge: 509,931 Twitter followers
- And 3,000 + more…
MAINSTREAM
Newsweek @Newsweek
1,179,000 followers
Leading Technology Industry News http://twitter.com/Newsweek
@TechCrunch
1,295,000 followers
http://twitter.com/BestAt
*Possible Publisher not yet approved for Bing

E! Online @eonline
1,958,000 followers
http://twitter.com/eonline

BestAT -- @BestAt
1,139,147 followers
http://twitter.com/bestat
Best Daily Tweets / Humor / News
Twt.fm-- @TwtFM
1,586,000 followers
http://twitter.com/bestat
Music Tweets / Tech News
ENTERTAINMENT Lauren Conrad -- @LaurenConrad
840,000 followers
http://twitter.com/LaurenConrad

Kim Kardashian -- @KimKardashian

2,800,000 followers
http://twitter.com/KimKardashian

Eliza Dushku -- @ElizaDushku

509,075 followers
http://twitter.com/ElizaDushku

Nicole Polizzi -- @sn00Ki

207,424 followers
http://twitter.com/sn00Ki
SPORTS

Shaq -- @THE_REAL_SHAQ
2,750,000 followers
http://twitter.com/THE_REAL_SHAQ

Tony Hawk -- @TonyHawk

2,000,000 followers
http://twitter.com/TonyHawK

Tony Hawk

Shaquille O’Neal
LIFESTYLE
Brooke Burke -- @BrookeBurke
1,740,000 followers
http://twitter.com/BrookeBurke

Bethenny Frankel-- @Bethenny

88,000 followers
http://twitter.com/Bethenny

Dr Drew Pinsky-- @DrDrew

1,830,000 followers
http://twitter.com/drdrew
FINANCE CBOE -- @CBOE
762,297 followers
http://twitter.com/CBOE
Chicago Board Options Exchange (CBOE) is the largest
U.S. options exchange and the creator of listed
options.
Guy Kawasaki -- @GuyKawasaki
205,000 followers
http://twitter.com/GuyKawasaki

Mark Cuban -- @MCuban

120,000 followers
http://twitter.com/MCuban

Mark Cuban – Billionaire

Guy Kawasaki – Venture Capitalist

 Metallica Fans
MUSIC 10,141 Followers

Ashlee Simpson Wentz Katy Perry Fans

Lady Gaga Fans 2,141,969 Followers
11,909 Followers
5,998 Followers

Kings of Leon Fans

Pink Fans 65,534 Followers
29,340 Followers

Justin Bieber Fans

U2 Fans 17,141 Followers
30,459 Followers

Blink 182 Fans

34,459 Followers

Interscope Records
64,678Followers
COMEDY CHANNEL

Reaching 600,000+ Comedy enthusiasts, the Ad.ly comedy channel consists

of the most influential comedians on the Web
George Lopez
Jamie Kennedy Mexican-American Comedian
David Spade Comedian Adam Carolla 67,555 followers
Comedian 45,400 followers Comedian
171,300 followers 60,900 followers Jason Mewes
Stephen Colbert Jay & Silent Bob
Colbert Report 50,000 followers
94,500 followers Marlon Wayans Kevin Pollak
Comedian Comedian – Chat Show
226,956 followers 170,000 followers
URBAN INFLUENCERS Talib Kweli
132,000 Followers
Kourtney Kardashian
686,000 Followers
Lil Wayne Fans
32,000 Followers
Tia Mowry
163,000 Followers

Ray J Monica
117,000 Followers 230,527 Followers

Rihanna Fans
14,000 Followers
Meagan Good
65,642 Followers
Soulja Boy
1,920,000 Followers
Ryan Leslie
128,000 Followers
 DATA SERVICES:

IDENTIFY, ANALYZE, AND ENGAGE

ALL CONVERSATIONS TAKING
PLACE ABOUT YOUR BRAND ON
TWITTER
AD.LY ANALYTICS
AD.LY ANALYTICS
FULL DATA REPORTING

With access to the entire “firehose” of Twitter data, Ad.ly is the only media
company to provides complete keyword reporting and Twitter data.

EXAMPLE REPORT:
Every keyword mention of “ford”--
sorted by influence

ONLY THREE MEDIA COMPANIES HAVE ACCESS TO THE ENTIRE DATA FEED OF TWITTER:

**Ad.ly’s data access is in partnership with PeopleBrowsr

FOLLOWER CAMPAIGN

Build a contextual follower base for

your Twitter account. Identify, follow,
and engage Twitter users.

Indentify your Audience:

• Keyword Based
• Life Stage
• Competitive Targeting

Technology
• Algorithmic follow (& unfollow)
• Direct Message Campaigns
• Geo Targeting
• Multiple Messaging
• Long-Term Audience Profiles
CASE STUDIES

Table of Contents
1. Viral Campaign – Michael Jackson’s This Is It

2. Awareness Campaign – NBC Community

3. Conversion Tracking Campaign – MSN Olympics

All information is confidential to Ad.ly and it’s partners. This presentation of

performance data is meant for internal purposes only. Information should not be
shared externally without prior written permission of Adly, Inc.
CAMPAIGN OVERVIEW VIRAL CAMPAIGN
MICHAEL JACKSON’S THIS IS IT
Promoting Michael Jackson’s new movie This Is
It, the goal of this campaign was to create a
trending topic one week prior to premiere.

Using a very modest test budget, Ad.ly selected 38 highly

influential publishers to participate in the campaign. The
publishers delivered the following message:

“RT this & follow @SonyPictures to get a soundtrack to MJ’s

new movie #thisisit. Every 20th RT get’s one til they’re gone!
(Ad)

Participating publishers had follower counts that ranged between

10,000 – 1.2m followers. Here are some samples of the Tweet:
CAMPAIGN
PERFORMANCE
CAMPAIGN BY THE NUMBERS:

38
6,229 PUBLISHERS PARTICIPATED IN THE
CAMPAIGN REACHING 1.7 MILLION
FOLLOWERS

3,828,065
NUMBER OF RETWEETS
Containing Keywords: “@SonyPictures” and “#ThisIsIt”

81x
ADDITIONAL FOLLOWERS REACH BY
RETWEETS

225%
ADDITIONAL REACH GAINED FROM VIRAL
INCREASED NUMBER OF UPTAKE (I.E. RETWEETS)

1,007
CONVERSATIONS TAKING PLACE
ABOUT @SonyPictures.
(SUPPORTING DATA: TWEETS 10/22 = 77, 10/23 = 6,229, 10/24=133)
NEW FOLLOWERS FOR @SonyPictures

9x INCREASED NUMBER OF
CONVERSATIONS TAKING PLACE ABOUT
#ThisIsIt.
(SUPPORTING DATA: TWEETS 10/22 = 703, 10/23 = 6229, 10/24 = 1085)
 REPORTING:
“#ThisIsIt” & “@SonyPictures” vs. Trending Topics
For more than a 3 hour period of time, keywords “#ThisIsIt” and “@SonyPicutres” outperformed 5 other trending topics on Twitter
(as observed by mentions and RT’s). Even though the data shows we out trended many of these terms, Twitter never officially
selected our keywords as a trending topic. Twitter’s method of determining a trending topic is not public.

flight

Previous 7 Days: Mentions of “#ThisIsIt” & “@SonyPictures” Keywords “#ThisIsIt”

and “@SonyPictures”
outperformed five
“trending topics”
during this time
period (as observed by
Twitter data).
CAMPAIGN OVERVIEW AWARENESS CAMPAIGN
NBC COMMUNITY
Promoting NBC’s new show Community
(@NBCcommunity), starring @ChevyChase,
@JoelMcHale, and @KenJeong, this campaign
consisted of three different messages than ran
over a three day period September 22 nd –24th,
2009.

Taking place one week after NBC Community’s premiere week,

the goals of this campaign went as follows: (1) create awareness
for the show and (2) generate interest for the upcoming 2nd
episode.

Sample Tweets:
CAMPAIGN
PERFORMANCE
CAMPAIGN BY THE NUMBERS:

1% - 3.33%
AVERAGE CTR (CLICK-THRU- 33
PUBLISHERS PARTICIPATED
RATE) FROM THE CAMPAIGN. IN THE CAMPAIGN.
Note: CTR is based on overall follower count. Meaning that actual
CTR is much higher since not every follower (i.e. Twitter user) was
using Twitter at the time the messages went through.
12.8%
4x
HIGHEST INDIVIDUAL CTR
Performance targeting was deployed

INCREASED NUMBER OF
CONVERSATIONS TAKING PLACE
6.5million
NUMBER OF FOLLOWERS
REACHED IN THIS CAMPAIGN
ABOUT @NBCcommunity .

IN COMPARISION: IN-STREAM ADVERTISING VS. DIGITAL DISPLAY

Digital Display Advertising*: 1,000,000 impressions x 0.19% CTR = 1,900 clicks
In-Stream Advertising: 1,000,000 impressions x 1.00% CTR = 10,300 clicks
In-Stream Advertising: 1,000,000 impressions x 3.33% CTR = 33,300 clicks
In-Stream Advertising: 1,000,000 impressions x 12.8% CTR = 128,000 clicks
*average digital display campaigns deliver a .19% CTR, via eMarketeer
RETWEETS & NEGATIVE
REACTIONS
FOR EVERY 1 TWEET PLACED IN THE STREAM, 3 ORGANIC

TWEETS (RT’S) WERE CREATED. 100+ RETWEETS REACHED

OVER 1.9 MILLION ADDITIONAL FOLLOWERS.

0 NUMBER OF NEGATIVE TWEETS

ASSOCIATED TO THIS CAMPAIGN.
**As observed on search.twitter.com
CAMPAIGN OVERVIEW CONVERSION CAMPAIGN
MSN OLYMPICS
Generated buzz and awareness on Twitter for the
MSN Facebook application. Targeted messages
(aka Tweets) delivered bit.ly links with
conversation tracking pixels that drove users to
the MSN Olympics Facebook application.
Conversion pixels lived within the Facebook
application and recorded conversions once users
installed the application.

Conversion pixel

PERFROMANCE:

34%
CONVERSION RATE OF FACEBOOK
APPLICATION ADOPTION.
 Thank You
Prepared by:

NINA KAMMER
Account Executive - Adly Inc.
(web) www.ad.ly - (e) nina@ad.ly - (p) 310.926.5521