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Advertising on Social Networking & Community Sites October 29, 2007

Advertising on Social Networking & Community Sites October 29, 2007. BACKGROUND. TheSpark.com Sold to iTurf, Inc. (NASD: TURF) Leading site for humor, personality tests Yahoo! “Best of the Web” & Maxim Site of the Year Reached over 5MM monthly unique users SparkNotes

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Advertising on Social Networking & Community Sites October 29, 2007

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  1. Advertising on Social Networking & Community Sites October 29, 2007

  2. BACKGROUND TheSpark.com • Sold to iTurf, Inc. (NASD: TURF) • Leading site for humor, personality tests • Yahoo! “Best of the Web” & Maxim Site of the Year • Reached over 5MM monthly unique users SparkNotes • Sold to Barnes & Noble, Inc. (NYSE: BKS) • Leading site for online study guides • Preferred by 90+% of HS, College students • Accumulated over 10MM accounts eDonkey • Leading P2P file-sharing application • Accounted for 30% of all European internet traffic • Peaked at over 30MM global users OkCupid.com • One of the largest online dating sites in US • One of only two major free online dating sites • 3 differentiators: Free, Fun, & Effective Free • Dating represents one of the largest online subscription business • But other social networks are free Fun • Offline dating is fun, but traditional online dating is sterile • UGC makes OkCupid a destination site rather than a transactional site Effective • Patent-pending matching algorithm estimates compatibility between users • Generates deep, dynamic profiles

  3. SOCIAL NETWORKS: ADVERTISING ASSETS • Social Graph • Real offline relationships • Embedded information on friends’ preferences, membership in groups, etc. • Communication Platform • Members engage deeply in communications to & from others • Commercial products/messages can be the subject of or participant in conversations • Deep Profiles • Some social networks collect unprecedented amounts of data • Networks with “strong” online identities have more reliable data . Social networks have a reputation as a bad place to advertise because campaigns are run without leveraging their core assets.

  4. OKCUPID’S ADVANTAGE: DEEP PROFILES • 1,000,000 users have answered a question • Mean: 233 questions answered • Median: 99 questions answered

  5. COLLECTING PERSONAL DATA • Users will give OkCupid data they wouldn’t give any other site, leading to extremely deep profiles • We can insert commercial questions alongside the organic, user-generated questions • Examples: • What form of birth control do you use? • What is your favorite type of movie? • Do you like pets? • What kind of car do you drive? . Even the most well-respected online brands generally can’t credibly ask such granular lifestyle questions.

  6. TARGETING • Not all media buyers are ready to target so granularly, but some are • To simplify buying, we have grouped our users into 20 affinity groups . Fashionistas Gym Rats Shoppers DJs

  7. SUMMARY • Social networks are evolving into platforms for the internet, just as Windows is a platform for personal computers • Social graphs, communications, and data must be leveraged to make advertising on social networks effective • Facebook leads among social networks; OkCupid among dating sites Social networks / community sites are fulfilling the promise of “portals” as users’ homes on the web.

  8. ONLINE DATING LANDSCAPE • While Match.com (1.2 MM subs) & Jdate (72k subs), & eHarmony (estimated 750,000 subs) SHRINK despite hundreds of millions in advertising, OkCupid (500k active users) grows without any marketing spend. Messages Sent: 80% growth in last 4 months Daily Logins: 28% growth in last 6 weeks.

  9. QUESTIONS?

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