ATHAR_DMMA Native Advertising – EDIT

Report
Content Monetisation
Consultancy
Creation
Syndication
Amplification
Marketing & Strategy
Technology
Social
Revenue Models
Content Revenue Models
 Subscription (Paywalls)
 Ad-Supported
 Freemium
 Affiliate Revenue
 Licensing
Native Advertising
What is Native Advertising?
Paid messages that resemble more closely the
content and tone of the environment they appear in
 Advertorials
 Advertising sections
 Sponsored content
 Infomercials
 Branded content
A Divisive Subject
Ian Schafer – CEO of Deep Focus Digital Agency;
“Re-packaged versions of advertorials”
Jon Steinberg – President BuzzFeed;
“Unique and organic experience - better for the user”
Native in Numbers
32% - would share a native ad with friend or family
Dwell time only 20% less than content
85% of consumers never heard of native
86% users feel misled by video ads appearing as
content
Sources: IPG Media Lab / BIA Kelsey / Forbes Insights / Kiss Metrics / e-consultancy
Who is Utilising Native Formats?
Washington Post
Buzzfeed
Huffington Post
Gawker
Forbes
Tumblr
Business Insider
Google
WSJ
Facebook
CNN
Twitter
ESPN
Foursquare
Adwords - $50b in 2012
FB Sponsored Stories - $1m/day
Forbes – BrandVoice
 By invite only
 Print & web, currently circa 20 clients
 Sponsorships up 40% 2012
 Minimum $1m per year campaigns
 Between 880 and 5,880 pv/m
Forbes – BrandVoice
1. Clearly identified as being branded content
2. Cannot be promotional content
3. Editor dedicated to this initiative
4. Editor as part of the marketing team
BuzzFeed
BuzzFeed
 175 staff, 100 editors, 85m UBs
 Only use Native formats
 Projected 600-700 ad campaign sales in 2013
 Circa $92k / native ad campaign
 1-2% CTR, earned media circa 30% shared
BuzzFeed Taco Bell Case Study
22% Recall; ‘Provide Novel Information’
Content Tech
Content Tech Categories

Production Platforms

Content Syndication

Content Curation

Content Discovery

Content Amplification

Social Content

Native Content
Content Technology
Outbrain (behavioural serving 3rd party network)
Skyword (content / contributor management)
Newscred (International syndicators)
Kalooga (content discovery)
Trapit (content discovery, owned / 3rd party networks)
Scoop.it (3rd party curation platform)
Storify (build stories from social networks)
Taboola (behavioural serving 3rd party network)
Paperli (Create your own online newspaper, curate content from other newspaper)
nRelate (Content discovery platform)
Squirro (Context sensitive content discovery)
Gravity (Content discovery platform - Deliver personalised content to each user )
Taboola (Distribute content, access publishers)
Discus (website comment hosting service)
Nster (Content discovery platform, content hosted on relevant sites)
Amplification
 Your content as part of the Outbrain eco-system
 Gain new audiences
 CTR of 5.7%
Engagement
 Outbrain eco-system content on your site
 Offer your readers more content
 Get paid when users click on any content
 2500+ Sources of Premium & Licensed content
 Millions of full articles, images and video
 Brands and publishers
 Supporting Editorial team at NewsCred

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