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Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16
NEWSFLASH:
AD BLOCKING WILL SAVE
YOUR CAREER
BIG SIGH!
Education
Creative Innovation
Lawsuits
Let’s play this out shall we?
We (brands, agencies, publishers)
are all pretty smart.
Created a million different versions of banner ads and
called them digital experiences
Built really clever ad servers
What we have built together …
Taken ads we originally made for TV & print and put them online
Birthed this thing called “native”
… CTR, ER, Viewability, NHT, Time Spent, Social Shares, etc
Created lots of KPI’s
LET’S SCALE THIS
BAD BOY!
Algorithms
Smarter measurement
More clever ad servers
Standardization
PROGRAMMATIC
Programmatic Native
Wait a second!
Doesn’t native mean customized?
Why is it that every time we figure out how to build a
relationship with someone, we are compelled to trade
that one solid relationship for 100 more that don’t really
matter?
We’re so insincere!
Fooling ourselves
Despite all of our brilliance, we’ve left someone behind
…and they’ve been sending us smoke signals
THE PEOPLE
RESPONSIBLE FOR ALL
OF OUR REVENUE
Viewers
Consumers
Readers
It’s about the What
And the How
NO
Ad Server
Ad Blocking
means
BRAND
PUBLISHERAGENCY
PURE NATIVE
PURE NATIVE
“NATIVE”
PURE NATIVE
“NATIVE”
PURE NATIVE
Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16
“NATIVE”
PURE NATIVE
Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16
Back to basics
in context
from a voice the consumer trusts
high quality original content
across hundreds of quality lifestyle sites
scaled through paid social
using the publishing process to distribute…
PURE NATIVE
SCALED THROUGH
PAID SOCIAL
HOW TO SAVE OUR CAREERS IN 10 STEPS
Admit the problem: OOPS!
We forgot about the consumer!
1
2Hold hands to solve it (brand, agency & publisher)
3Commit to the consumer!
4Then ask them what they want
5Be ready and open for consumers to help us change
how we advertise to them
6Empower your agency to lead!
7Commit to content
8And to innovative ways to distribute it:
experiment & track with multiple partners
9Invest in consumer relationships. . . it will pay off
10Commit to change

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