TWITTER ADVERTISING : !BRAND, PERFORMANCE & MOBILE ADVERTISING

Prepared by: !Derek Rey, Vice President of Sales, Adly Inc. !

http://ad.ly

AD.LY IN THE PRESS

“Will Ad.ly Define Twitter Advertising?”"

“It is perhaps the last frontier in advertising”

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

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

“From Twitter to advertising treasure” "Published: October 24th, 2009 (link to article)

Content is shifting from the web to the stream. !

WHY THE STREAM?

The Static Web; Blogs, Websites, Portals

David Ogilvy: I do not regard advertising as entertainment or an art form, but as a medium of information.

WHY TWITTER?

Twitter is a platform that provides people with information. From real-time world events to product information, testimonials, and consumer feedback. Twitter is a medium of information.

To be a conduit that connects top-tier brands to top-tier influencers

OUR GOAL

NUMBER OF FOLLOWERS

NUMBER OF PUBLISHERS

CELEBRITY PUBLISHERS

Most Influential Publishers!1,000,000+ followers, celebrities, etc !

Top-Tier Publishers!50,000+ followers !

Middle-Tier Publishers!10,000+ followers !

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

**Ad.ly Advertiser Partners

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.

ABOUT AD.LY

TWO PRODUCT CATAGORIES

•  70,000 influential publishers

•  54m unique users on Twitter

•  Cost Per Tweet

Influencer Network Application Network •  Leading Twitter Applications

•  Contextual, Audience, & Geo Targeting

•  Cost Per Click

INFLUENCER NETWORK

PUBLISHERS

With over 70,000 influential publishers, Ad.ly reaches 54m unique users on Twitter

Kim Kardashian

50 Cent Ashley Simpson

E!Online Soulja Boy Mandy Moore

Dr. Drew Pete Wentz Pete Yorn G4TV

Giuliana Rancic

Nick Canon Chris Brown Paula Abdul Levar Burton

Jim Jones Paul Pierce Ryan Schectler

Bob Villa Lauren Conrad

Michael Ian Black

Samantha Ronson

Snoop Dog Gossip Girl Soliel Moon Frye

Greg Grunberg

TechCrunch Danny Masterson

Hypnogaja Joel Stein

Khloe Kardashian

Chris Hardwick

Charity Water

Kimberly Cole

Matisyahu Newsweek Tyrese Nick Swisher

Kourtney Kardashian

Ivete Sangalo

AD.LY INFLUENCERS WITH OVER 1,000,000 TWITTER FOLLOWERS

UNIT ECONOMICS

Your message reaches the entire Twitter eco-system

Desktop Applications Largest source of Twitter traffic comes from these thrid-party

applications

Twitter Search Most popular utility for Twitter

Search. Celebrity Tweets appear as “Top Tweets.”

Twitter.com Messages appear in-stream

and on user profiles throughout Twitter.com.

Mobile Applications All mobile Twitter mobile

applications

HIGH-AWARENESS MESSAGING Delivered in-stream by the most influential people on Twitter.

COMING SOON In-stream rich media display (images & YouTube)

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

REPORTING

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: “Iʼm 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"

DISCLOSURE

Ad.ly has a 100% disclosure policy for all messages. This policy was set in place well before the FTC mandate. Itʼs 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"

TEEN FEMALES - THE HILLS

AUDRINA PATRIDGE 951,641 followers

KRISTIN CAVALLARI 204,272 followers

BRODY JENNER 605,367 followers

LAUREN"CONRAD 1,091,432 followers

SPENCER PRATT 863,435 followers

HEIDI "MONTAG 1,078,992 followers

WOMEN - E! Entertainment LAUREN CONRAD "Television Personality, Actress,

Author, Fashion Designer

Star of 2 Hit MTV Reality Shows

Laguna Beach

The Hills

-

2006-2009 TEEN CHOICE FEMALE REALITY STAR

-

2 New York Times Bestsellers

L.A. Candy

Sweet Little Lies

-

National Fashion Line

LC by Lauren Conrad

WOMEN - E! Entertainment

CHELSEA HANDLER 2,362,115 followers

KHLOE KARDASHIAN 1,392,450 followers

KOURTNEY"KARDASHIAN 1,189,607 followers

KIM KARDASHIAN 4,085,790 followers

KRIS KARDASHIAN 305,528 followers

KENDRA WILKINSON 695,943 followers

HOLLY"MADISON 474,437 followers

KIM KARDASHIAN"Television Personality, Producer,

Actress, Model

Star of E!’s

Keeping Up with the Kardashian

-

Contestant on ABC’s

Dancing With the Stars

-

Co-Author of Upcoming Autobiography

Kardashian Konfidential

-

Producer of E!’s

Spin Crowd

-

Co-Owner of Clothing Boutique

D-A-S-H

WOMEN – REAL HOUSEWIVES

KELLY"BENSIMON 36,484 followers

GRETCHEN"ROSSI 46,133 followers

BETHENNY FRANKEL 245,149 followers

KANDI"BURRUSS 187,988 followers TERESA

GIUDICE 84,841 followers

ENTERTAINMENT

MATISYAHU 1,252,691 followers

SOULJA BOY 2,244,789 followers

SNOOP DOGG 1,691,014 followers

CHRIS "BROWN 591,708 followers

SNOOP DOGG"Entertainer, Rapper, Record

Producer, Actor

8 Platinum Albums

-

12 Grammy Nominations

-

6 MTV Awards

-

Star of E!’s

Snoop Dogg’s Father Hood

ATHLETES

FREDDY"ADU 368,771 followers

SHAUN PHILLIPS 368,174 followers

NICK SWISHER 1,231,898 followers

PAUL PIERCE 1,600,057 followers

CHRIS BOSH 240,636 followers

PAUL PIERCE" Boston Celtic

2008 NBA Champion and Finals MVP

-

8-time NBA All-Star

-

2010 NBA 3-Point

Shootout Champion

COMEDIANS

STEPHEN"COLBERT 97,847 followers

JAY MEWES 64,962 followers

CHRIS "HARDWICK 1,349,545 followers

JENNY"McCARTHY 151,732 followers

MICHAEL IAN BLACK 1,556,772 followers

CHRIS HARDWICK"Actor, Television Personality, Writer, Musician, Comedian

Host of MTV’s Singled Out

-

Host of G4’s Web Soup

-

Gadget Reviewer on G4’s

Attack of the Show

-

Host of WIRED Science

-

Writer for Wired Magazine

FAMILIES

TRISTA"SUTTER 25,907 followers

APOLO OHNO 190,046 followers

DR DREW 1,949,066 followers

MARK"CUBAN 190,523 followers

REV RUN 1,226,906 followers

DR. DREW"Board-certified Internist

and Addiction Specialist,

TV Personality, Radio Host

Host of 3 VH1’s Shows

Celebrity Rehab with Dr. Drew

Sex Rehab with Dr. Drew

Celebrity Rehab Present Sober House

-

Host of MTV’s

Sex…With Mom and Dad

-

Host of Love Line

NEWS

APPLE AND MAC NEWS 133,805 followers

FOX SOCCER 69,847 followers

MYSTYLE QUICK TIP 844,136 followers

E! ONLINE 2,278,551 followers

NEWSWEEK 1,251,806 followers

G4 1,144,709 followers

TECHCRUNCH 1,405,726 followers

APPLICATION NETWORK *PRIVATE BETA

TWITTER APPLICATIONS

Seesmic Tweet Deck

Echofon Uber Twitter

Targeting audiences on the most popular applications Reach the Twitter Eco-System with advanced targeting for mobile and desktop applications:

1.  Conversational Targeting

2.  @Follower Name Targeting

3.  Geo Targeting

Media Placement

Targeting Conversations, Audiences, and Geography

HOW IT WORKS

Contextual !Target conversations by keywords (i.e. anyone talking about Project Runway, Oprah, Gain, etc)"

@Follow Name!Target the audiences of follower names (i.e. target everyone following @TaylorSwift, @Ellen, @Oprah)

Geo "Target by Geographic area (i.e. DMA or City, example Los Angeles)

DATA SERVICES:!

IDENTIFY, ANALYZE, AND ENGAGE ALL CONVERSATIONS TAKING PLACE

ABOUT YOUR BRAND ON TWITTER

AD.LY ANALYTICS

AD.LY ANALYTICS

FULL DATA REPORTING

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

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

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

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

Table of Contents

1.  Sony CES – Staying top-of-mind during high traffic

2.  Viral Campaign – Michael Jackson’s This Is It

3.  Awareness Campaign – NBC Community

4.  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.

CASE STUDIES

DEAR JOHN: CASE STUDY DIRECT MESSAGE CAMPAIGN – 2010 OMMA AWARD NOMINEE

CHANNING TATUM CAMPAIGN – 2010 OMMA AWARD NOMINEE

Ad.ly partnered with Sony Pictures & Channing Tatum to deliver custom content delivered through Channing’s Twitter account, promoting the film Dear John.

The campaign execution included a “direct message” component which involved sending a custom message to 140,000 fans of Channing Tatum.

SENT TO 140,000 OF HIS FOLLOWERS

DIRECT MESSAGE SUCCESS STORY

ChanningTatum: “Hey, its me Chan. Check out this exclusive glimpse of my new movie Dear John

http://bit.ly/aaaa only for my friends on twitter. Plz RT”

CAMPAIGN PERFORMANCE: 19.1% CTR 140,000 OVERALL CLICK-THRU-RATE: MESSAGES DELIVERED

CASE STUDY - RATIONALE Ad.ly worked with Sony Electronics to create a viral campaign during CES. The goal was to create conversations about #SonyCES by giving away 6 bloggie cameras.

These are the results. !

**all performance data published in this case study has been provided by proprietary machine learning technology third party partners (i.e. Twitter).

92% The Bloggie campaign represented 92% of all conversations taking

place about #SonyCES!*(during flight period) 0  

1000  2000  

3000  

1/6/06  

1/7/06  

1/8/06  

1/9/06  

#SonyCES   Bloggie  +  #SonyCES  

#SonyCES PERFORMANCE

34 CAMPAIGN PERFORMANCE

PUBLISHERS PARTICIPATED IN THE CAMPAIGN REACHING 6 MILLION FOLLOWERS

11,250 NUMBER OF CLICKS ON THE BIT.LY URL(S). ."

4,446 NUMBER OF RETWEETS!Containing Keywords: “#SonyCES” and “#Bloggie”

CAMPAIGN BY THE NUMBERS:

ADDITIONAL FOLLOWERS REACH BY RETWEETS!

2,442,946 40% ADDITIONAL REACH GAINED FROM VIRAL UPTAKE (I.E. RETWEETS)

92% OF ALL CONVERSATIONS TAKING PLACE ABOUT #SonyCES, CAME FROM THE BLOGGIE CAMPAIGN ")

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 OVERVIEW VIRAL CAMPAIGN MICHAEL JACKSON’S THIS IS IT

38 CAMPAIGN PERFORMANCE

PUBLISHERS PARTICIPATED IN THE CAMPAIGN REACHING 1.7 MILLION FOLLOWERS

81x INCREASED NUMBER OF CONVERSATIONS TAKING PLACE ABOUT @SonyPictures."(SUPPORTING DATA: TWEETS 10/22 = 77, 10/23 = 6,229, 10/24=133)

6,229 NUMBER OF RETWEETS!Containing Keywords: “@SonyPictures” and “#ThisIsIt”

CAMPAIGN BY THE NUMBERS:

ADDITIONAL FOLLOWERS REACH BY RETWEETS!

3,828,065 225% ADDITIONAL REACH GAINED FROM VIRAL UPTAKE (I.E. RETWEETS)

9x INCREASED NUMBER OF CONVERSATIONS TAKING PLACE ABOUT #ThisIsIt."(SUPPORTING DATA: TWEETS 10/22 = 703, 10/23 = 6229, 10/24 = 1085)

1,007 NEW FOLLOWERS FOR @SonyPictures

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.

Previous 7 Days: Mentions of “#ThisIsIt” & “@SonyPictures” Keywords “#ThisIsIt” and “@SonyPictures” outperformed five “trending topics” during this time period (as observed by Twitter data).

flight"

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 22nd –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 OVERVIEW AWARENESS CAMPAIGN NBC COMMUNITY

33

CAMPAIGN PERFORMANCE

PUBLISHERS PARTICIPATED IN THE CAMPAIGN.

4x INCREASED NUMBER OF CONVERSATIONS TAKING PLACE ABOUT @NBCcommunity .

IN COMPARISION: IN-STREAM ADVERTISING VS. DIGITAL DISPLAY

1% - 3.33% AVERAGE CTR (CLICK-THRU-RATE) FROM 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.

CAMPAIGN BY THE NUMBERS:

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

HIGHEST INDIVIDUAL CTR!Performance targeting was deployed

12.8%

6.5million NUMBER OF FOLLOWERS REACHED IN THIS CAMPAIGN

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

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

CAMPAIGN OVERVIEW CONVERSION CAMPAIGN MSN OLYMPICS

34% CONVERSION RATE OF FACEBOOK APPLICATION ADOPTION.

PERFROMANCE:

DEREK REY !Vice President of Sales & Media - Adly Inc. !

(web) www.ad.ly - (e) drey@ad.ly - (p) 310.910.1012!

Thank You Prepared by: