Facebook

Obliterating The Ad

David S. KidderCEO, Clickable, Inc.

Founded January 2007

All In On Advertising Platform

$34.5 mm in funding:First Mark CapitalThe Founders FundUnion Square VenturesAmerican Express

Investors: Peter Thiel, Jonathan Miller

170+ FTE, 1000+ Paying Customers

Platform Partners: AmEx, TWC, eBay

Largest Ad API Developer In The World

11 5 319

“Advertisers Will Become Developers…

-Facebook Vice President

…Developers Will Become Advertisers”

A Little Facebook

In The Beginningthings were boring, facebook was

un-mysterious:

2006

Facebook attempts to expand engagement between Brands and People.

enter: beacon

2007

Bad In Practice

That didn’t work… Facebook pivots to expand their ads program:

The Direct-Marketer

Facebook introduces conversion tracking

2010

Conversion Tracking Fails

People Don’t Want To Be

Sold

So that didn’t work either… Facebook pirouettes to expand their ads program:

Facebook sashays to social metrics

2010

2010

developer creates the social advertiser modelMassively Scales

Apps Drive Traffic Inside Facebook Definition of ‘Like’ changes. Expectations change.

Engagement apps instead of websites. Trading ‘Like’ For Value. Pages standardize.

2010

a social contract is formed

Facebook Doubles Down on Social Metrics

2011

Facebook creates sponsored stories

Zynga Disrupts Gaming With Facebook

2011

facebook replicates lightning in a bottle

“Frictionless Sharing” is A Beneficial Beacon

sharing incentives change behavior and privacy perception

2011

You Are Now A

So You’re Not Zynga?or a movie, game, tv show

Own Your [VERBS]like you own your nouns

Gelling with Dr SchollsLounging with Lay-Z-BoyGrowing with GerberRejuvenating with OlayImaging with GEDoing It with Nike

Facebook Will Obliterate The Ad Concept

advertising will deliberately become less deliberate

You Need To Spark

How will your verbs, powered by appsengage and hold the attention of your audience?