When in Rome: Why Native Monetization is the Undeniable Future,
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CM Summit (May 15, 2012)
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When in Rome: Why Native Monetization is the Undeniable Future,
- 1. Why Native is the * Undeniable Future Dan Greenberg of Monetization CEO, Sharethrough ContentNotAds.com @dgreenberg
- 2. In the year 2000... * Not Native
- 3. In the year 2000... * Not Native
- 4. Today! * Not Native
- 5. Today! * Not Native
- 6. 10% The Great CTR Decline 9% 8% 6% 5% 4% 3% 1% 0% 2000 2002 2004 2006 2008 2010 2012 2015 2020
- 17. * Native!
- 19. * Native!
- 21. * Native!
- 22. *
- 23. *
- 24. * Native!
- 25. “Nobody reads advertising. People read what they want to read and sometimes it’s an ad.” * - Howard Luck Gossage, 1969 (“the Advertising Socrates of San Francisco”)
- 26. What is Native* Advertising?
- 27. What is Native* Advertising? VISUALLY Built into the user experience INTEGRATED * CHOICE * Not interruptive & annoying CONTENT * Promotes brand content that creates value for the user
- 28. * For Advertisers For Publishers Distribute brand video Generate new revenue content through native ad using native monetization inventory
- 29. *
- 30. *
- 31. *
- 32. *
- 33. Native is the Undeniable Future
- 34. IF THEN native CONTROL 1 CHOICE* I will have complete Users will have to control over what I choose to engage read & watch with brand content
- 35. IF THEN native * USER EXPERIENCE 2 INTEGRATED Publishers need to Publishers must align monetize without their business model hurting their user and revenue model experience
- 36. IF THEN native NO INTERRUPTION 3 CONTENT * Interruption won’t Brands must deliver work forever content that creates value
- 37. * Native * is already here
- 38. Introducing.... The Native Monetization Framework
- 39. The Native Monetization Framework Promoted Videos Promoted/ Sponsored Articles Promoted Music/ Playlists Promoted Images Promoted Websites Sponsored Listings
- 40. The Native Monetization Framework Closed Platforms Open Platforms Promoted Videos Promoted/ Sponsored Articles Promoted Music/ Playlists Promoted Images Promoted Websites Sponsored Listings
- 41. The Native Monetization Framework Closed Platforms Open Platforms Promoted Videos Promoted/ Sponsored Articles Promoted Music/ Playlists Promoted Images Promoted Websites Sponsored Listings
- 42. The Native Monetization Framework Closed Platforms Open Platforms Promoted Brand Videos Building Promoted/ Sponsored Articles Promoted Music/ Playlists Promoted Images Promoted Websites Sponsored Direct Listings Response
- 43. The Native Monetization Framework Closed Platforms Open Platforms Promoted Brand Videos Building Promoted/ Sponsored Articles Promoted Music/ Playlists Promoted Images Promoted Websites Sponsored Direct Listings Response
- 44. Dan Greenberg CEO, Sharethrough ContentNotAds.com @dgreenberg Thank you!
Notes de l'éditeur
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- dermatologists were angry\n
- 10 years later, and those dermatologists are still angry! \n\nSame ads, we’ve just learned to ignore them.\n\n\n
- We all know the story about how CTR’s are declining every year. \nNew generations are born with banner blindness\nDeath of the banner!\n\n\n
- So instead of talking about what doesn’t work, let’s talk about what IS working\n
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- I don’t know any inside info, but if I was thinking of monetization strategy...here’s what WILL work\n
- I don’t know any inside info, but if I was thinking of monetization strategy...here’s what WILL work\n
- I don’t know any inside info, but if I was thinking of monetization strategy...here’s what WILL work\n
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- What’s similar about all of these ad experiences? They’re all about promoting brand CONTENT, not annoying ads.\n\n
- What else do all of these native ad experiences have in common?\n
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- Sharethrough is about distributing brand content, not ads. We distribute brand video content through native ad inventory.\n
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- Let me explain to you why I believe Native is the only viable future for advertising\n
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- native is already here. \n\nwhat i’m trying to do is help frame the conversation\n
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