Social Media Buyer’s Guide

Released February 2010

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 IAB Social Media Buyer's Guide

Table of Contents

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© 2010 Interactive Advertising Bureau 1

IAB Social Media Buyer's Guide

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2 © 2010 Interactive Advertising Bureau

 IAB Social Media Buyer's Guide

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© 2010 Interactive Advertising Bureau 3

IAB Social Media Buyer's Guide

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4 © 2010 Interactive Advertising Bureau

 IAB Social Media Buyer's Guide

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© 2010 Interactive Advertising Bureau 5

IAB Social Media Buyer's Guide

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6 © 2010 Interactive Advertising Bureau

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© 2010 Interactive Advertising Bureau 7

IAB Social Media Buyer's Guide

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8 © 2010 Interactive Advertising Bureau

 IAB Social Media Buyer's Guide

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© 2010 Interactive Advertising Bureau 9

IAB Social Media Buyer's Guide

&7'5$'1,-%D*)8?'1<$>%%5&74&6#,$5*)/0&6.4$(7$4&'()*$.#,()$)6#$;)4#,$B5&7$
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R/"#6$4&'()*$.#,()$5*)/0&6.4$)7,$.#/"&,&*&<(#4$'&7/(7B#$/&$#.#6<#$)7,$#=&*=#?

10 © 2010 Interactive Advertising Bureau

 IAB Social Media Buyer's Guide

&'(#)*%+,-#)%D1'-/(8#'5

g&6$/"#$5B65&4#$&0$/"#$123$%&'()*$+#,()$3BF#6S4$GB(,#J$hV6&,B'/(&7i$(4$
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L,,$>$-&4/4$=)6F$@(,#*F$06&.$.(7(.)*$/&$#>5#74(=#$,#5#7,(7<$B5&7$/"#$
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0B**L/(.#$&6$"&B6*F$;)4(4?$24A$F&B6$.#,()$=#7,&6$@")/$56&,B'/(&7$#*#.#7/4$
/"#F$.)F$'&=#6J$)4$@#**$)4$6#'&..#7,)/(&74$&7$&/"#6$&B/4&B6'(7<$&5/(&74$
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%&.#$<B(,(7<$UB#4/(&74$/&$'&74(,#6$0&6$#(/"#6$&B/4&B6'#,$&6$(7/#67)*$(7(/()/(=#4C

© 2010 Interactive Advertising Bureau 11

IAB Social Media Buyer's Guide

!07,$%'?%D1'-/(8#'5%Q%T,!%5#8#'5$

;'<</5#80%;1,)8#'5W+'-,1)8#'5>%/"#$6&*#$&0$)$;6)7,$6#56#4#7/)/(=#$(7$
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6#*)/(&74"(54$@(/"$A#F$)B,(#7'#4$)7,$&7*(7#$'&..B7(/(#4J$)7,$&0/#7$
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)4$/"#$h"&4/i$&6$.&,#6)/&6$(7$/"(4$#7=(6&7.#7/J$*(4/#7(7<J$*#)67(7<$06&.$
)7,$<B(,(7<$'&7=#64)/(&74J$)4$@#**$)4$5)F(7<$)//#7/(&7$/&$"&@$/"#$B4#6L
<#7#6)/#,$'&7/#7/$Y_G-Z$'6#)/#,$')7$5&/#7/()**F$0B#*$&/"#6$;6)7,$56&<6).4?$$

;'56,1$)8#'5%)5-%;'58,58%:EE1,E)8#'5>%4F7,(')/#,$/&&*4$
4B'"$)4$a#)**F$%(.5*F$%F7,(')/(&7$Ya%%Z$56&=(,#$/"#$);(*(/F$/&$
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)7,$*#=#6)<#$,)/)$06&.$)$.)6A#/(7<$5#645#'/(=#?$$

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5&,')4/4$)7,$@#;(7)64?$$27&/"#6$.&,#*J$%5&74&6#,$V&4/J$#7);*#4$.)6A#/#64$
/&$'&7/6(;B/#$6#*#=)7/$'&..#6'()*$'&7/#7/$/&$)7$&6<)7('$#,(/&6()*$,(4'B44(&7$
&''B66(7<$&7$;*&<4$&6$&/"#6$5*)/0&6.4J$;B/$,&(7<$4&$(7$)$/6)745)6#7/$)7,$
'*#)6*F$.)6A#,$@)F$)4$/&$.)A#$/"#$.)6A#/(7<$)<#7,)$'*#)6?$17$#(/"#6$')4#J$
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g&6$),,(/(&7)*$*#<)*$<B(,)7'#$&7$4&'()*$.#,()J$5*#)4#$6#0#6$/&$a##,$%.(/"S4$
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j>).5*#4$(7'*B,#C$;B(*,(7<$)$.('6&$4(/#$&6$h"B;i$)6&B7,$)$/&5('$/")/$
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0#)/B6(7<$)$B4#6S4$;*&<$&7$)$'&65&6)/#$;*&<$&6$4(/#?$

12 © 2010 Interactive Advertising Bureau

 IAB Social Media Buyer's Guide

.1)5-%;'56,1$)8#'5%X/4$W&'(#)*%+,-#)%+#(1'Y&#8,>%;6)7,#,$'&7=#64)/(&7$
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4")6(7<?$!"#$'&7/#7/$')7$;#$/&5(')*$)7,$(70&6.)/(=#J$&6$)44&'()/#,$@(/"$)$
45#'(!$'$').5)(<7J$56&,B'/$&6$4#6=('#?$!"#$'&..&7$/"6#),$(4$/")/$&6<)7('$
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=(,#&?$g&6$.&6#$(70&6.)/(&7J$5*#)4#$6#0#6$/&$123$+&;(*#$3BF#6S4$GB(,#C$
"//5CDD@@@?();?7#/D.&;(*#E;BF#64E<B(,#

© 2010 Interactive Advertising Bureau 13

IAB Social Media Buyer's Guide

Z#18/)*%V'1*->%)$'&.5B/#6L;)4#,$4(.B*)/#,$#7=(6&7.#7/$(7/#7,#,$0&6$(/4$
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#*#.#7/4$&0$/"(4$.&,#*#,$@&6*,J$'6)0/(7<$(/$(7/&$@")/#=#6$/"#FS,$*(A#?$$
-&..B7(')/(&7$;#/@##7$B4#64$(7$/"#$.&,#*$@&6*,$6)7<#4$06&.$/#>/J$
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)7,$=&('#$'&..)7,$)6#$(7'&65&6)/#,?

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&7$/"#$(7/#67#/?$d(6/B)*$<&&,4$,&7S/$")=#$)7F$(7/6(74('$=)*B#$(7$/"#$5"F4(')*$
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=()$/"#$(7/#67#/J$4(.5*#$=(6/B)*$<&&,4$')7$;#$4")6#,$/"6&B<"$)$=(6/B)*$
'&..B7(/F$4B'"$)4$)$4&'()*$7#/@&6A$T#;4(/#$&6$(74/)7/$.#44#7<#6?$$+&6#$
'&.5*#>$)7,$#>5#74(=#$MI$<&&,4$)7,$56&5#6/F$')7$;#$#>'")7<#,$(7$
.)44(=#$.B*/(5*)F#6$&7*(7#$<).#4$@(/"(7$=(6/B)*$#'&7&.(#4?$

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5*)/0&6.4J$&6$5#64&7)*$T#;$5)<#4?$T(,<#/4$')7$;#$;B(*/$/&$0B7'/(&7$
,(00#6#7/*F$&7$#)'"$5*)/0&6.J$,#*(=#6(7<$=)6F(7<$,#<6##4$&0$(7/#<6)/(&7$@(/"$
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/"#.$/&$5B;*('$,(6#'/&6(#4?$$

14 © 2010 Interactive Advertising Bureau

 IAB Social Media Buyer's Guide

&'(#)*%:-$>%24$/"#$,#!$7(/(&7$&0$
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© 2010 Interactive Advertising Bureau 15

IAB Social Media Buyer's Guide

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16 © 2010 Interactive Advertising Bureau

 IAB Social Media Buyer's Guide

-V1$(4$6#'&..#7,#,$0&6$<B)6)7/##(7<$,(4/6(;B/(&7$&0$@(,<#/4J$)55*(')/(&74J$
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;6)7,L0&'B4#,$)'/(=(/(#4?

© 2010 Interactive Advertising Bureau 17

IAB Social Media Buyer's Guide

;'$8%7,1%;*#(N%[;D;\>%!"#$'&4/$&0$#)'"$'*('A$/&$)$,#!$7#,$*&')/(&7J$(7$)$
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18 © 2010 Interactive Advertising Bureau

 IAB Social Media Buyer's Guide

&/((,$$%+,81#($

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© 2010 Interactive Advertising Bureau 19

IAB Social Media Buyer's Guide

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20 © 2010 Interactive Advertising Bureau

 IAB Social Media Buyer's Guide

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© 2010 Interactive Advertising Bureau 21

IAB Social Media Buyer's Guide

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22 © 2010 Interactive Advertising Bureau

 IAB Social Media Buyer's Guide

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© 2010 Interactive Advertising Bureau 23

IAB Social Media Buyer's Guide

:77,5-#B>%&)<7*,%&'(#)*%+,-#)%KLD

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24 © 2010 Interactive Advertising Bureau

 IAB Social Media Buyer's Guide

:77,5-#B>%A5E)E,<,58

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© 2010 Interactive Advertising Bureau 25

IAB Social Media Buyer's Guide

:77,5-#B>%;)$,%&8/-#,$

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26 © 2010 Interactive Advertising Bureau

 IAB Social Media Buyer's Guide

;)<7)#E5>%!",%O1E)5#(%!1)-,%:$$'(#)8#'5>%
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© 2010 Interactive Advertising Bureau 27

IAB Social Media Buyer's Guide

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28 © 2010 Interactive Advertising Bureau

 IAB Social Media Buyer's Guide

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© 2010 Interactive Advertising Bureau 29

IAB Social Media Buyer's Guide

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30 © 2010 Interactive Advertising Bureau

 IAB Social Media Buyer's Guide

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$ $ &7$/"#$T#;

© 2010 Interactive Advertising Bureau 31

IAB Social Media Buyer's Guide

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32 © 2010 Interactive Advertising Bureau

 IAB Social Media Buyer's Guide

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"//5CDD@@@?.F45)'#?'&.D[##5

© 2010 Interactive Advertising Bureau 33

IAB Social Media Buyer's Guide

K,$/*8$$
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34 © 2010 Interactive Advertising Bureau

 IAB Social Media Buyer's Guide

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© 2010 Interactive Advertising Bureau 35

IAB Social Media Buyer's Guide

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36 © 2010 Interactive Advertising Bureau

 IAB Social Media Buyer's Guide

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© 2010 Interactive Advertising Bureau 37

IAB Social Media Buyer's Guide

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38 © 2010 Interactive Advertising Bureau