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Social Display

Publisher Media Kit Template

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HOW TO USE THIS TEMPLATE

This is a library of slides for you to select a subset to include in your media kit for Social Display.

We recommend the following flow for your presentation:

Product introduction (1 slide)
Value proposition (1-3 slides)
Workflow (1 slide)
Media plan (1 slide)
Case studies (1-4 slides)
FAQ (0-5 slides)

Contact me if you have any questions or feedback!

Belen Martinez

belen@polar.me

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PRODUCT INTRODUCTION

Recommendations

1 slide introduction for Social Display

It only takes 1 slide to explain, given how simple the product is!
We have a few examples for you to choose from

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SOCIAL DISPLAY

INTRODUCTION

Brand social posts delivered within a publisher’s mobile display inventory.

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BRAND SOCIAL POSTS IN PUBLISHER DISPLAY INVENTORY

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BRAND SOCIAL POSTS IN PUBLISHER MOBILE WEB DISPLAY INVENTORY

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SOCIAL DISPLAY�

Social posts running in display ad inventory on our trusted mobile websites.

vs.

SOCIAL DISPLAY

0.6%

Engagement Benchmark

9 sec

Attention Time

Benchmark

STANDARD DISPLAY

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VALUE PROPOSITION

Recommendations

Pick a few of the following value prop slides that you want to highlight

The social web has become the unsafe web (market insight)
The mid funnel does exist (objective alignment)
Higher engagement than standard display (banner blindness)
Higher attention than social feeds (feed fatigue)
No additional creative or approvals (easy)
Leverage beautiful creative assets (easy)

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THE SOCIAL WEB HAS BECOME THE UNSAFE WEB FOR BRANDS

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FACEBOOK HAS BECOME UNSAFE FOR YOUR BRAND

“It’s not acceptable to have brands showing up where Opioids are being offered, where illegal drugs are promoted, where abhorrent behavior is present or where violence is seen. The apologies are heartfelt and appreciated, but that’s not good enough.”

-Marc Pritchard, CMO for P&G, the world’s largest advertiser

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THE MID FUNNEL DOES EXIST

ENGAGEMENT MATTERS

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INCREASE ENGAGEMENT

AVOID BANNER BLINDNESS

SOCIAL DISPLAY

BENCHMARK

0.30%

STANDARD DISPLAY

BENCHMARK

0.06%

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INCREASE ATTENTION

COMBAT FEED FATIGUE

FACEBOOK

ATTENTION TIME

1.3secs

SOCIAL DISPLAY

ATTENTION TIME

7.0secs

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USE EXISTING SOCIAL ASSETS

NO NEW CREATIVE

Social Display leverages existing organic social posts

NO new creative build

NO creative approvals

NO production costs

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BEAUTIFUL CREATIVE�Engaging assets in familiar social formats

VS

SOCIAL DISPLAY

STANDARD DISPLAY

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BEAUTIFUL CREATIVE�Engaging assets in familiar social formats

VS

SOCIAL DISPLAY

STANDARD DISPLAY

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BEAUTIFUL CREATIVE�Engaging assets in familiar social formats

VS

SOCIAL DISPLAY

STANDARD DISPLAY

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BEAUTIFUL CREATIVE�Engaging assets in familiar social formats

VS

SOCIAL DISPLAY

STANDARD DISPLAY

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BEAUTIFUL CREATIVE�Engaging assets in familiar social formats

VS

SOCIAL DISPLAY

STANDARD DISPLAY

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WORKFLOW

Recommendations

1 slide to explain the workflow

It only takes 1 slide to explain, given how simple the product is!
We have a few examples for you to choose from

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SELECT CREATIVE

FLIGHT CAMPAIGN

MEASURE RESULTS

Provide public URLs for organic social posts

Ad served in existing mobile web 300x250 ad inventory

Standard advertising metrics provided for Social Display

SIMPLE WORKFLOW

EASY TO EXECUTE

1

2

3

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SELECT CREATIVE

FLIGHT CAMPAIGN

MEASURE RESULTS

Provide public URLs for organic social posts

Ad served in existing mobile web 300x250 ad inventory

Standard advertising metrics provided for Social Display

SIMPLE WORKFLOW

EASY TO EXECUTE

1

2

3

PUBLISHER AD SERVER

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SELECT CREATIVE

FLIGHT CAMPAIGN

MEASURE RESULTS

Provide public URLs for organic social posts

Ad served in existing mobile web 300x250 ad inventory

Standard advertising metrics provided for Social Display

SIMPLE WORKFLOW

EASY TO EXECUTE

1

2

3

Supported:

- Organic Facebook, Instagram and Twitter Video, Photo & Website Posts

NOT Supported:

- Age or Geo Restricted Posts on FB/IG (use Twitter instead)

- Instagram Stories

Targeting via Pub Ad Server:

- Contextual & Site-Level

- Publisher Audience Segments

Inventory:

- Mobile Web

- 300x250 Inventory

Available:

- Impressions, Clicks, CTR (Pub Ad Server)

- 3rd Party Impression & Click Trackers

- Moat Viewability Metrics

* Third-party impression and click trackers can be configured in the Publisher's ad server or in Polar.

NOT Available:

- Social Actions (Likes, Video Views, Shares)

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MEDIA PLAN

Recommendations

1 slide Media Plan for Social Display as a standalone media package

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SOCIAL DISPLAY�MEDIA PLAN

$10,000

Package

1m

Impressions

$10.00

CPM

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SOCIAL DISPLAY�MEDIA PLAN

Media Plan
Package	$£€ 10,000
Impressions	1,000,000
CPM	$£€ 10.00
Execution Plan
Creatives	3-5 social posts (recommendation)
Buying Workflow	I/O or Programmatic Guaranteed
Content Alignment	[Publisher sites/channels/verticals]
Audience Segments	[Publisher defined segments]

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SOCIAL DISPLAY�MEDIA PLAN

Package	$£€ 10,000
Impressions	1,000,000
CPM	$£€ 10.00

No creative approvals

Provide URLs for organic social posts.

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CASE STUDIES

Recommendations

Include “logo slide” of advertisers (next slide)
3 case studies from your past Social Display campaigns using our template
OR include 3 relevant case studies (either individual advertisers or category)

All of our case studies here are available for you to reference

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1,500 ADVERTISERS USE SOCIAL DISPLAY

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CASE STUDIES - AUTOMOTIVE

1.2%

ENGAGEMENT RATE

12s

ATTENTION TIME

1.2%

ENGAGEMENT RATE

12s

ATTENTION TIME

1.2%

ENGAGEMENT RATE

12s

ATTENTION TIME

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TRAVEL CASE STUDY�NORWEGIAN CRUISE LINE

Norwegian Cruise Line continues to run Social Display campaigns based strong engagement and significant brand lift.

+45%

AIDED�AWARENESS

+43%

INTERACT ON�SOCIAL MEDIA

+34%

VISIT�WEBSITE

0.6%

ENGAGEMENT�RATE

Research by:

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TECH CASE STUDY�NINTENDO SWITCH

Research by:

Nintendo Switch executed Social Display to drive awareness and sign-ups for their campaign offering free Nintendo credits.

+77%

INTERACT ON SOCIAL MEDIA

+55%

ACTION �INTENT

+33%

VISIT�WEBSITE

8.3s

ATTENTION�TIME

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TRAVEL CASE STUDY�VIKING RIVER CRUISES

Viking River Cruises is a less known brand that used Social Display to strengthen both upper and mid funnel KPIs.

+44%

AIDED

AWARENESS

+26%

PURCHASE

INTENT

+94%

BRAND �RELEVANCE

Research by:

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ENTERTAINMENT CASE STUDY�20th CENTURY FOX STUDIOS

20th Century Fox Studios used Social Display to promote a trailer for an upcoming movie release and saw strong results.

1.4%

ENGAGEMENT RATE

14s

ATTENTION�TIME

+64%

AIDED

AWARENESS

+61%

BRAND �VALUE

Research by:

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TRAVEL CASE STUDY�INTREPID TRAVEL

Intrepid Travel is a small advertiser that used Social Display to increase brand awareness and brand engagement.

0.8%

ENGAGEMENT RATE

11s

ATTENTION�TIME

+40%

AIDED

AWARENESS

+16%

ACTION�INTENT

Research by:

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CPG CASE STUDY�JOHNSON & JOHNSON

J&J uses Social Display to increase brand consideration across their portfolio.

3.1%

ENGAGEMENT RATE AVG

14s

ATTENTION TIME AVG

Research by:

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RETAIL CASE STUDY�SHOPRITE

ShopRite uses Social Display to drive promotions every week for their grocery chain.

3.4%

ENGAGEMENT RATE AVG

10s

ATTENTION TIME AVG

Research by:

27

CAMPAIGNS�RUN

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FINANCE CASE STUDY�CAPITEC BANK

Capitec Bank uses Social Display as an always-on program, amplifying their top Instagram creatives each week.

1.7%

ENGAGEMENT RATE AVG

14s

ATTENTION TIME AVG

Research by:

34

WEEKS ALWAYS-ON

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AUTO CASE STUDY�AUDI

Audi used Social Display to promote 50+ Facebook videos in real-time using automation tools.

1.6%

ENGAGEMENT RATE AVG

10s

ATTENTION TIME AVG

Research by:

530k

IMPRESSIONS

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SPORTS CASE STUDY�ADIDAS

Adidas uses Social Display to amplify Facebook video series promoting apparel worn in the 100th PGA Championship.

0.7%

ENGAGEMENT RATE AVG

10s

ATTENTION TIME AVG

Research by:

35+

SITES

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RETAIL CASE STUDY�ROBINSONS & CO

Department Store Robinsons & Co Singapore uses Social Display to promote Black Friday specials via Instagram carousel.

1.3%

ENGAGEMENT RATE AVG

13s

ATTENTION TIME AVG

Research by:

2

WEEKS ALWAYS-ON

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LUXURY CASE STUDY�TIFFANY & CO

Tiffany & Co. uses Social Display to amplify Instagram videos promoting their #ATiffanyHoliday campaign.

1.7%

ENGAGEMENT RATE AVG

5s

ATTENTION TIME AVG

Research by:

1.6M

IMPRESSIONS

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FOOD CASE STUDY�MCDONALDS

McDonald’s promotes the launch of new McCafe menu items across across a publisher’s Lifestyle pages.

0.7%

ENGAGEMENT RATE AVG

6s

ATTENTION TIME AVG

Research by:

1.7M

IMPRESSIONS

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FAQ

Recommendations

Think of this as an Appendix, helpful for the sales rep to have handy and pull up when asked questions during a pitch

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What happens when I CLICK the ad?

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VIDEO

Tap-to-play within the ad unit

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SOCIAL

Interactions go to

social platforms

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LINKS and CTA

Clicks go to landing pages

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Available:

- Impressions, Clicks, CTR (Pub Ad Server, Any DSP)

- 3rd Party Impression & Click Trackers

- Post-view and post-click Floodlight pixels tracked via DFP

*Moat, IAS and DoubleVerify Buy-Side Tags (coming soon)

*Note that clicks is the sum of all clicks anywhere on the ad unit

Which METRICS are available?

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Supported:

- Organic/Public Facebook Video, Photo, Website Posts

- Organic/Public Instagram Video, Photo, Carousel Posts

- All Organic/Public and Dark Twitter Posts Types

Caveat:

- For alcohol, gambling and tobacco brands, only use Twitter posts

Which SOCIAL POST TYPES are supported?

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Targeting via Pub Ad Stack:

- Contextual & Site-Level

- Publisher Audience Segments

Inventory:

- Mobile Web

- 300x250 Inventory

What TARGETING is available?

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Buying Options:

- Direct I/O (Insertion Order)

- PG (Programmatic Guaranteed)

- PMP (Private Marketplace)

Can I buy this PROGRAMMATICALLY?

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QUESTIONS OR FEEDBACK?

Belen Martinez

belen@polar.me