Innovative Ways to do Highly Successful Paid Content Distribution #CMWorld

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*This deck contains GIFs and videos. It must be downloaded and shown in full screen mode for them to work. The era of “build it and they will come” is over for most verticals and content marketers are feeling the pinch. As a result, brands are beginning to invest heavily in innovative new paid media channels outside last decade’s PPC and display. The future growth of these channels, in large part, will be powered by content marketers seeking visibility for their top-funnel content. This presentation seeks to educate content marketers on innovative ways to use paid media in order to leverage it as a distribution channel for future success. It will also define and identify today’s variations of paid distribution, while exploring recommended budgets required to be successful. In addition, it will map out the paid ad tech ecosystem and deliver actionable tips to maximize both strategic and tactical success. Attendees of this session will leave knowing: -The types of paid media -Why paid media should be an integrated part of most content -marketing programs -How other companies have been innovative and successful using paid media -How to budget for top-funnel paid media -Top tips for success with paid media -The future of paid media

Marketing

Innovative Ways to do Highly
Successful Paid Content Distribution
Jesper Laursen, Founder
Native Advertising Institute
@jesperlaursen
@chadpollitt • @jesperlaursen • #CMWorld
Chad Pollitt, Adjunct Professor,
Indiana University
@chadpollitt

Chad Pollitt
Adjunct Professor
Indiana University
@chadpollitt • @jesperlaursen • #CMWorld
@chadpollitt

AGENDA
① Why paid content distribution?
② Types of paid content distribution
③ Introducing content studios
④ The future of paid media
@chadpollitt • @jesperlaursen • #CMWorld

1 Why Paid Content Distribution?
@chadpollitt • @jesperlaursen • #CMWorld

@chadpollitt • @jesperlaursen • #CMWorld

@chadpollitt • @jesperlaursen • #CMWorld
Native Advertising

Native advertising is paid advertising
where the ad matches the form, feel and
function of the content of the media on
which it appears
@chadpollitt • @jesperlaursen • #CMWorld

@chadpollitt • @jesperlaursen • #CMWorld
$85Bon native advertising annually
by the year 2020 worldwide
brands are forecasted to spend over
Adyoulike

@chadpollitt • @jesperlaursen • #CMWorld
1:5
creation to distribution ratio
Ben Young, CEO, Nudge
television advertising has a

Brands surveyed said their top two goals
for native advertising are:
Native Advertising Institute
@chadpollitt • @jesperlaursen • #CMWorld

@chadpollitt • @jesperlaursen • #CMWorld
Engagement,
a content marketing KPI
many native solutions measure

2 Types of Paid Content
Distribution
@chadpollitt • @jesperlaursen • #CMWorld

CATEGORIES OF
NATIVE ADVERTISING
@chadpollitt • @jesperlaursen • #CMWorld

@chadpollitt • @jesperlaursen • #CMWorld
1. Long-Form Native Advertising

@chadpollitt • @jesperlaursen • #CMWorld
2. Programmatic Native Advertising

@chadpollitt • @jesperlaursen • #CMWorld
3. Non-Programmatic

@chadpollitt • @jesperlaursen • #CMWorld
4. Social Media

NATIVE ADVERTISING
FORMATS AND CHANNELS
@chadpollitt • @jesperlaursen • #CMWorld

@chadpollitt • @jesperlaursen • #CMWorld
Contextual

@chadpollitt • @jesperlaursen • #CMWorld
Audio

@chadpollitt • @jesperlaursen • #CMWorld
Video

@chadpollitt • @jesperlaursen • #CMWorld
Virtual Reality / Augmented Reality

@chadpollitt • @jesperlaursen • #CMWorld
Gaming

@chadpollitt • @jesperlaursen • #CMWorld
Mobile / In-App

@chadpollitt • @jesperlaursen • #CMWorld
Ecommerce

@chadpollitt • @jesperlaursen • #CMWorld
Email

@chadpollitt • @jesperlaursen • #CMWorld
Influencer Advertising

@chadpollitt • @jesperlaursen • #CMWorld
B2B Lead Gen / Demand Gen

@chadpollitt • @jesperlaursen • #CMWorld
GIFs

Sort & search through over
350 native ad tech vendors
for free at:
http://bit.ly/native-directory
@chadpollitt • @jesperlaursen • #CMWorld

3 Introducing Content Studios
@chadpollitt • @jesperlaursen • #CMWorld

@chadpollitt • @jesperlaursen • #CMWorld
sponsored
will be the fastest-growing native
format
over the next five years
Margaret Boland, Business Insider
content

@chadpollitt • @jesperlaursen • #CMWorld
Native’s share of overall advertising

@chadpollitt • @jesperlaursen • #CMWorld
Native’s share of overall advertising
19%
33%

@chadpollitt • @jesperlaursen • #CMWorld
Why Would You Chose a Publisher?
• Have access to the audience you want
• Know how to engage that audience
• They can help you on any other platform

@chadpollitt • @jesperlaursen • #CMWorld
Much more than owned platforms
• Social Media
• Influencers
• Programmatic
• YouTube
• Etc.

@chadpollitt • @jesperlaursen • #CMWorld
YouTube

@chadpollitt • @jesperlaursen • #CMWorld
Programmatic

@chadpollitt • @jesperlaursen • #CMWorld
Influencers

@chadpollitt • @jesperlaursen • #CMWorld
Social Media

4 The Future of Paid Media
@chadpollitt • @jesperlaursen • #CMWorld

@chadpollitt • @jesperlaursen • #CMWorld
Wearable Tech

@chadpollitt • @jesperlaursen • #CMWorld
Target Your Audience Using
Emotional State

Takeaways
① Native advertising is a cost effective way to distribute top-
funnel content
@chadpollitt • @jesperlaursen • #CMWorld

Takeaways
① Native advertising is a cost effective way to distribute top-
funnel content
② Spend $5 on distribution for every $1 spent on creation
@chadpollitt • @jesperlaursen • #CMWorld

Takeaways
① Native advertising is a cost effective way to distribute top-
funnel content
② Spend $5 on distribution for every $1 spent on creation
③ Publisher’s studios are the new (strong) kid on the block
@chadpollitt • @jesperlaursen • #CMWorld

@chadpollitt • @jesperlaursen • #CMWorld
Special Offer
The Content Marketer’s
Guide to Programmatic Native
Advertising Technology
bit.ly/native-ad-tech

@chadpollitt • @jesperlaursen • #CMWorld
Special Offer
Getting the Most Out of
Your Content Marketing
Using Paid Media
bit.ly/native-advertising-manifesto

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Innovative Ways to do Highly Successful Paid Content Distribution #CMWorld

1. Innovative Ways to do Highly Successful Paid Content Distribution Jesper Laursen, Founder Native Advertising Institute @jesperlaursen @chadpollitt • @jesperlaursen • #CMWorld Chad Pollitt, Adjunct Professor, Indiana University @chadpollitt

2. Jesper Laursen Founder Native Advertising Institute Brand Movers @chadpollitt • @jesperlaursen • #CMWorld @jesperlaursen

3. Chad Pollitt Adjunct Professor Indiana University @chadpollitt • @jesperlaursen • #CMWorld @chadpollitt

4. AGENDA ① Why paid content distribution? ② Types of paid content distribution ③ Introducing content studios ④ The future of paid media @chadpollitt • @jesperlaursen • #CMWorld

5. 1 Why Paid Content Distribution? @chadpollitt • @jesperlaursen • #CMWorld

6. @chadpollitt • @jesperlaursen • #CMWorld

7. @chadpollitt • @jesperlaursen • #CMWorld

8. @chadpollitt • @jesperlaursen • #CMWorld Native Advertising

9. Native advertising is paid advertising where the ad matches the form, feel and function of the content of the media on which it appears @chadpollitt • @jesperlaursen • #CMWorld

10. @chadpollitt • @jesperlaursen • #CMWorld $85Bon native advertising annually by the year 2020 worldwide brands are forecasted to spend over Adyoulike

11. @chadpollitt • @jesperlaursen • #CMWorld 1:5 creation to distribution ratio Ben Young, CEO, Nudge television advertising has a

12. Brands surveyed said their top two goals for native advertising are: Native Advertising Institute @chadpollitt • @jesperlaursen • #CMWorld

13. Brands surveyed said their top two goals for native advertising are: 1. Brand Awareness 69% Native Advertising Institute @chadpollitt • @jesperlaursen • #CMWorld

14. Brands surveyed said their top two goals for native advertising are: 1. Brand Awareness 69% 2. Audience Growth/Engagement 49% Native Advertising Institute @chadpollitt • @jesperlaursen • #CMWorld

15. @chadpollitt • @jesperlaursen • #CMWorld Engagement, a content marketing KPI many native solutions measure

16. 2 Types of Paid Content Distribution @chadpollitt • @jesperlaursen • #CMWorld

17.

18. 272

19. 272X

20. 350+

21. @chadpollitt • @jesperlaursen • #CMWorld

22. @chadpollitt • @jesperlaursen • #CMWorld

23. CATEGORIES OF NATIVE ADVERTISING @chadpollitt • @jesperlaursen • #CMWorld

24. @chadpollitt • @jesperlaursen • #CMWorld 1. Long-Form Native Advertising

25. @chadpollitt • @jesperlaursen • #CMWorld 2. Programmatic Native Advertising

26. @chadpollitt • @jesperlaursen • #CMWorld 3. Non-Programmatic

27. @chadpollitt • @jesperlaursen • #CMWorld 4. Social Media

28. NATIVE ADVERTISING FORMATS AND CHANNELS @chadpollitt • @jesperlaursen • #CMWorld

29. @chadpollitt • @jesperlaursen • #CMWorld Contextual

30. @chadpollitt • @jesperlaursen • #CMWorld Audio

31. @chadpollitt • @jesperlaursen • #CMWorld Video

32. @chadpollitt • @jesperlaursen • #CMWorld Virtual Reality / Augmented Reality

33. @chadpollitt • @jesperlaursen • #CMWorld Gaming

34. @chadpollitt • @jesperlaursen • #CMWorld Mobile / In-App

35. @chadpollitt • @jesperlaursen • #CMWorld Ecommerce

36. @chadpollitt • @jesperlaursen • #CMWorld Email

37. @chadpollitt • @jesperlaursen • #CMWorld Influencer Advertising

38. @chadpollitt • @jesperlaursen • #CMWorld B2B Lead Gen / Demand Gen

39. @chadpollitt • @jesperlaursen • #CMWorld GIFs

40. Sort & search through over 350 native ad tech vendors for free at: http://bit.ly/native-directory @chadpollitt • @jesperlaursen • #CMWorld

41. @chadpollitt • @jesperlaursen • #CMWorld

42. 3 Introducing Content Studios @chadpollitt • @jesperlaursen • #CMWorld

43. @chadpollitt • @jesperlaursen • #CMWorld

44. @chadpollitt • @jesperlaursen • #CMWorld sponsored will be the fastest-growing native format over the next five years Margaret Boland, Business Insider content

45. @chadpollitt • @jesperlaursen • #CMWorld Native’s share of overall advertising

46. @chadpollitt • @jesperlaursen • #CMWorld Native’s share of overall advertising

47. @chadpollitt • @jesperlaursen • #CMWorld Native’s share of overall advertising 19% 33%

48. @chadpollitt • @jesperlaursen • #CMWorld Native’s share of overall advertising 19% 33%

49. @chadpollitt • @jesperlaursen • #CMWorld Native’s share of overall advertising 19% 33%

50. @chadpollitt • @jesperlaursen • #CMWorld Native’s share of overall advertising 19% 33%

51. @chadpollitt • @jesperlaursen • #CMWorld Native’s share of overall advertising 19% 33%

52. @chadpollitt • @jesperlaursen • #CMWorld Why Would You Chose a Publisher? • Have access to the audience you want • Know how to engage that audience • They can help you on any other platform

53. @chadpollitt • @jesperlaursen • #CMWorld Much more than owned platforms • Social Media • Influencers • Programmatic • YouTube • Etc.

54. @chadpollitt • @jesperlaursen • #CMWorld YouTube

55. @chadpollitt • @jesperlaursen • #CMWorld Programmatic

56. @chadpollitt • @jesperlaursen • #CMWorld Influencers

57. @chadpollitt • @jesperlaursen • #CMWorld Social Media

58. 4 The Future of Paid Media @chadpollitt • @jesperlaursen • #CMWorld

59. @chadpollitt • @jesperlaursen • #CMWorld Wearable Tech

60. @chadpollitt • @jesperlaursen • #CMWorld Target Your Audience Using Emotional State

61. @chadpollitt • @jesperlaursen • #CMWorld Virtual Reality & Augmented Reality

62. @chadpollitt • @jesperlaursen • #CMWorld

63. Takeaways ① Native advertising is a cost effective way to distribute top- funnel content @chadpollitt • @jesperlaursen • #CMWorld

64. Takeaways ① Native advertising is a cost effective way to distribute top- funnel content ② Spend $5 on distribution for every $1 spent on creation @chadpollitt • @jesperlaursen • #CMWorld

65. Takeaways ① Native advertising is a cost effective way to distribute top- funnel content ② Spend $5 on distribution for every $1 spent on creation ③ Publisher’s studios are the new (strong) kid on the block @chadpollitt • @jesperlaursen • #CMWorld

66. Takeaways ① Native advertising is a cost effective way to distribute top- funnel content ② Spend $5 on distribution for every $1 spent on creation ③ Publisher’s studios are the new (strong) kid on the block ④ Studios can help on multiple platforms @chadpollitt • @jesperlaursen • #CMWorld

67. Takeaways ① Native advertising is a cost effective way to distribute top- funnel content ② Spend $5 on distribution for every $1 spent on creation ③ Publisher’s studios are the new (strong) kid on the block ④ Studios can help on multiple platforms ⑤ Targeting in augmented reality based on emotions will be possible in the future because of wearables @chadpollitt • @jesperlaursen • #CMWorld

68. @chadpollitt • @jesperlaursen • #CMWorld Special Offer The Content Marketer’s Guide to Programmatic Native Advertising Technology bit.ly/native-ad-tech

69. @chadpollitt • @jesperlaursen • #CMWorld Special Offer Getting the Most Out of Your Content Marketing Using Paid Media bit.ly/native-advertising-manifesto

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Innovative Ways to do Highly Successful Paid Content Distribution #CMWorld