saal a - 1700 - your road to a fool-proof native advertising strategy with kevin flood, powerlinks
TRANSCRIPT
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1. IN-FEED ADS
2. ADVERTORIALS
3. SPONSOR CONTENT RECOMMENDATION
4. PROMOTED LISTINGS & ECOMMERCE ADS
5. PAID SEARCH
6. ADS THAT MATCH THEIR ENVIRONMENT
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1. IN-FEED ADS
2. ADVERTORIALS
3. SPONSOR CONTENT RECOMMENDATION
4. PROMOTED LISTINGS & ECOMMERCE ADS
5. PAID SEARCH
6. ADS THAT MATCH THEIR ENVIRONMENT
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Kevin FloodThe Programmatic Native Advertising Platform
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In 2015, US Native ad spend is expected to hit
-eMarketer, 2014
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60% of our digital media is now consumed via mobile, according to ComScore.
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“Consumers looked at native ads 52% more frequently than banners.” - Sharethrough
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1. Acceptable Ads are not annoying.
2. Acceptable Ads do not disrupt or
distort the page content we're
trying to read.
3. Acceptable Ads are transparent
with us about being an ad.
4. Acceptable Ads are effective
without shouting at us.
5. Acceptable Ads are appropriate to
the site that we are on.
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67% 63% 62%48% 43%
0
10
20
30
40
50
60
70
80
More relevantmessage
Increasedengagement
Generateawareness
Create word-of-mouth
Combat "BannerBlindness"
- Hexagram, 2014
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A Guide to
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- Polar
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- Sharethrough
- Polar
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Reader’s often prefer “Brought to you by” or
“sponsored by”.
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- Yahoo
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Not related Related
Low
Hig
h
Contextual Relevance
Pers
on
al R
elev
ance
Positive emotional resonance
Slow to draw attention
Negative emotional resonance
Slow to draw attention
Quickly draws attention
Short fixation time
Very quickly draws attention
Long fixation time
- Yahoo
Positive emotional resonance
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1. MAKE IT MOBILE
2. CRAFT THE CREATIVE
3. DISCLOSURE IS KEY
4. RELEVANCE WINS
Find ways that work best with responsive sites
Make use of headlines to connect with audience
Always clearly label your native advertising
Audience data & cookies, contextual data & keywords
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How toHow to
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Publish and promote your content. Allow sharing to outposts and networks. Draw people to your content hub.
Be worth finding. Your content hub needs to be relevant, inspirational, useful and problem solving.
Capitalise on marketing investment. Develop re-marketing and email automation to ensure relevance at buyer stage and drive repeat sale.
Thrilled customers are key to social media marketing, social proof, repeat sales and referral.
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TACTICSPlanning - Crowdsourcing, Social Listening, Consulting with Audience ExpertsCurating - Surveys, Social, Incentivized social, newsletter and competitions, Advocate engagement (review and community platforms)
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TACTICSBranding - Channel targeting, Lookalike audiences, Integrated marketing
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TACTICSProspecting - Lookalike audiences, Contextual Targeting & SearchSequencing - Cookies & A/B testing, Retargeting
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Click Through Rate
Conversion Rate
Revenue Per Click
Return on Investment %
Return on Investment Multiplier
Steps in Funnel
Driving 1.89% 12.72% $ 6.45 4301% 43x 4
Travel 2.17% 1.82% $ 1.62 1351% 13.5x 3
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TACTICSConquesting - Granular Contextual Targeting and SearchConversion Driving - Retargeting
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TACTICSAdvocacy - Social, 1 2 1, UGC amplification, PR amplification, Incentivized loyalty
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Lenovo Inspire Me Campaign
Components
• Using key influencers
• Standalone premium site
• Video content, written articles
• A competition
Promotional Period: 05 Sept to 07 Oct
Results
• Chance to educate consumers
about the product’s flexibility
• Increased Brand Awareness
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Components
• Using key influencers
• Standalone premium site
• Video content, written articles
• A competition
Promotional Period: 05 Sept to 07 Oct
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0
10
20
30
40
50
60
70
80
Time spent Page views Social actions CTR Combination of all
-Polar
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Trading Desks Agencies Search Networks / ITDs
Retargeters
Native DSPs DSPs Content / Native Platforms
In-Text In-Feed
In-Image Content Recommendation
Content Creation
Content Curation
Verification
Data Suppliers
DMPs
Measurement &
Analytics
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LESSONS IN SCALE
1. Take advantage of ad technology
2. Content quality is important
3. Make the most of measurement
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The future of
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NY Times Content Studio Time Inc. Content Solutions
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50% higher engagement + less ad blocking +
One creative x All Formats, All Devices +
Better mobile user experience +
More brand investment
= Less wear out + wastage
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