how to scale native ads across devices - wtf native advertising uk, 10/8/15

CROSS-DEVICE NATIVE STRATEGY

DIGIDAY

WIL HARRIS HEAD OF DIGITAL CONDÉ NAST

“There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers. You might think that the public would resent this trick, but there is

no evidence to suggest that they do.” !

— David Ogilvy, 1963

DIGIDAY

: The original native strategy

DIGIDAY

Principles of promotions within magazines

Built by a parallel team that sits between commercial and editorial (doesn’t compromise church and state)

The most expensive thing we do (page rate + production cost + loading)

Uses the magic of the title to give an uplift to the brand advertising

Mimics editorial in form and layout, but clearly marked

DIGIDAY

G Promotion

Steeped an intrepid history, British style is often at the forefront of Autumn/Winter collections and Jaeger’s contribution to this season is no exception. Its latest foray in menswear plays a key role for Jaeger, now in its 131st year. Still championing some of the world’s most superior materials, its latest range is characterised by British tweed, the finest wool and luxury cashmere.

This season, Jaeger is shifting up another gear. Now with a repertoire to suit the stylistic demands of the modern man, the menswear regular is focusing its attention towards contemporary tailoring - a perfect match of more traditional values and the answer to the insatiable demand timeless and high-quality design and the perfect cut.

The new sleek and seductive silhouettes

Mastering contemporary sartorial needs while keeping tradition is now effortless with Jaeger, 131 years old and still forward-thinking

Jacket, £299. Trousers, £150. Shirt, £75. Tie, £65.

Pocket square, £25

Below: Jacket, £370. Rollneck, £130. Trousers,

£159. All by Jaeger. Available at selected stores and

jaeger.co.uk

READER OFFER

£100 OFF SUITING

Bring this page to a Jaeger

store to claim your discount

or enter GQSUIT15

at the online checkout*

A MODERN HERITAGE

Jacket, £340. Waistcoat, £130. Shirt, £75. Trousers,

£159. Tie, £75. Pocket square, £25.

*Receive £1003 off when you purchase a full price Jaeger suit (suit jacket and suit trousers). Offer valid from 10 September to 15 October 2015. Offer is valid in freestanding stores, selected shop in shops and online at jaeger.co.uk. To redeem the offer online, enter code GQSUIT15 at the checkout. Offer is not valid in conjunction with any other offers or promotions. Offer is not valid on the purchase of Made to Measure suits. Jaeger reserves the right to amend the terms and conditions at any time.

of Jaeger’s tailoring are sure to dominate conversations throughout this season, while also forming a particular highlight for the collection, supported by washed cords and chinos for a more casual spin. The result? A utilisation of Jaeger’s classic colour palette (navy, charcoal and camel are all welcome constants) in creating a unique, sharp take on British menswear. With the help of David Bailey shooting its AW15 collection, Jaeger has now elevated to a contemporary level and still remains completely affordable.

It’s a very modern approach, to stay relevant and contemporary but to also continue to pay homage to a uniquely British heritage. But, in true temperament, Jaeger has stepped up to the challenge in true British bravado.

Editorial vs Commercial

editorial

commercialwarning: if you

subscribe to a palette of neutrals; if your wardrobe is built on a rotation of crisp, unfettered

white shirts; if you’re currently longing for one of those chunky ribbed oatmeal-coloured cashmere sweaters from The Row; if your idea of sartorial bravery is double-knotting a belt; and if you’re watching with anticipation what Nadège Vanhee-Cybulski will do next at Hermès – then look away now. Right now. Because you’re really not about to like what’s coming next.

Colour! Chaos! Sequins! See-through! Told you. Fashion is on a hiatus from playing it safe. It’s

had it with chic, smart and polished and has now turned its attention to something more, well, attention-grabbing. And we’re talking eyes-out-on-stalks attention-grabbing.

Punchy party dresses, the sort that are abbreviated up to here, plunged down to there and sparkly all over, were in large supply on the autumn/winter ’15 catwalks. At Saint Laurent they had silver growths sprouting from one shoulder, not dissimilar in shape – or size – to Sydney Opera House. Over at Balmain they swished with lashings of fringe loaded in bugle beads, while Versace spelt it out loud and clear in big multi-coloured sequined V-E-R-S-A-C-E letters. But arguably, the party never stopped for these houses; it’s only when other, quieter >

SHOWOFF

Push those understated investment buys to the back of the wardrobe –

a new mood of in-your-face maximalism has taken hold. Glamcore, here we come…

By Sarah Harris

The return of

fashion

From left: show-off

fashion on the catwalk

at JW Anderson;

Candela Novembre

wearing Kenzo;

Céline, a/w ’15; Gilda

Ambrosio in Loewe;

Balmain, a/w ’15

337

09-15WellShowOffFashionVO52426-002.pgs 13.07.2015 07:49

09-15invogueopenerVO52228-001.pgs 15.07.2015 09:20

DIGIDAY

STARTING POINT:

So why not do that with digital?

DIGIDAYTraffic

Print is one format

digital is multiple formats

DESKTOP

PHONE

TABLET

DIGIDAY

Website have to be responsive … obviously

DIGIDAYAnswer 1: Ad Builder

DIGIDAY

Responsive Ads

DIGIDAYAnswer 2:

Native Buttons

DIGIDAY

Answer 3: Native

Content Sections

DIGIDAYAnswer 4: Video

DIGIDAY

Where are we going with native next?

DIGIDAY

do users really mind native content on our sites?

Having experimented, we wanted to know -

DIGIDAY

Working theory:Users are happy to engage with native

content

1.6% CTR - 10x MPU

DIGIDAY

= positive feedback in contrast to the feedback on mobile banner ads

Mobile user testing session

DIGIDAY

Leaning into native

Positive user feedback has given us the confidence to

lean into native.

…not to mention ad block.

DIGIDAY

New website platform

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DAVIDBECKHAM

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STORY BY NICHOLAS KAY STORY BY NICHOLAS KAY LIVE 09 ITEMS

FILM & TV

STORY BY BILL PRINCE PHOTOGRAPHS BY DAVID BAILEY

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THE WANT LIST

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Superga 2750 AW 2015 collection

John Varvatos’ Paul Weller pop-up shop

21 3 4

VIEW GALLERY

08

VIEW GALLERY

SPORT

FASHION WATCHES ENTERTAINMENT GIRLS SPORT CARS FOOD More Follow

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MOST SHARED

MOST SHARED

DIGIDAY

New website platform

DIGIDAY

Any / every article can be native / sponsored Improved discoverability More flexibility Truly native

The back end

DIGIDAY

3 takeaways from the Condé Strategy

For us, native is premium#1

Everything is cross platform otherwise it’s pointless#2Users enjoy native, so lean into it#3

CROSS-DEVICE NATIVE STRATEGY

DIGIDAY

WIL HARRIS HEAD OF DIGITAL CONDÉ NAST

how to scale native ads across devices - wtf native advertising uk, 10/8/15

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