Case Study: "State Farm & Gawker: Getting Readers to a Better State of Living"

Getting Readers To
A Better State of Living
Thursday, April 3, 14

Founded in 2002 by former Financial
Times Journalist, Nick Denton
Over 47m US Uniques (Comscore)
Publisher of sites like Gizmodo, Deadspin,
Jalopnik & Jezebel
Over 30,000 reader comments per day
Readers First: Whatever We Know &
Whatever We Think
Founded in 1922 by a farmer, G.J.
Mecherle
With over 80m accounts, State Farm
insures more cars & homes than any
other US insurer
Processes about 35,000 claims every day
Over 17,000 dedicated agents
Customers First: Getting You To A Better
State Of Living

History lesson: What is Native Advertising?

What is Native Advertising?

What is Native Advertising?
The term “native advertising” has gotten a lot of play around the digital media
industry recently, as publishers, platforms and other advertisers look for ways to
differentiate their offerings and combat the continued commoditization of
banner ads.
–

– Barry Lowenthal, President, Media Kitchen
When I use the term, I’m referring to ad units or creative assets that are native and
unique to a particular environment or platform. I think the best example is the paid
tweet. Only Twitter can offer paid tweets, only Facebook can offer sponsored stories,
and only Pandora can offer the playlist (actually, that’s not entirely true because
Spotify can, too). But all of those examples are ad units or messaging devices that
are unique to those platforms.
“
”

“Despite all the hype, native advertising is one method for marketers to use content
to engage with readers in a way that is more effective than standard advertising.”
– Paul Rossi, Managing Director, The Economist
“Native monetization is deriving revenue from a platform in a way
that is unique and organic to the experience.”
– Jon Steinberg, President, BuzzFeed

Native advertising is the natural frame in which content is delivered AND the
understanding of what content is most valuable to the audience. The content should
benefit the user, not interrupt or disrupt.

Native Natives: Can you spot the ad?

The Gawker & State Farm Approach

What Does Success Look Like?
Over 20,000,000 media impressions
Over 200,000 page views
Over 1,000 comments
5%+ CTR on posts
4x Average Time on Article
53% Lower Cost per Quote
25% Higher Quote Completion
66% Lower Cost per Policy Extended
15% Lower Cost per “Find an Agent”

Creation
Brand created

Co-CreationCreation
SharedBrand created

Co-CreationCreation Curation
Consumer / 3rd PartySharedBrand created

The Story Telling Spectrum
Entertainment
Creation
Utility
Co-Creation Curation

• Never Write an Advertisement Which You Wouldn't Want Your Own Family To Read.

• Never Write an Advertisement Which You Wouldn't Want Your Own Family To Read.
“You wouldn't tell lies to your own wife.
Don't tell them to mine. Do as you would
be done by.”
– David Ogilvy

Any Questions?
Fire Away

Case Study: "State Farm & Gawker: Getting Readers to a Better State of Living"

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Case Study: "State Farm & Gawker: Getting Readers to a Better State of Living"