Wil Harris from Conde Nast's presentation from the Digiday "WTF Native Advertising" event in London - October 8, 2015.

1. CROSS-DEVICE
NATIVE STRATEGY
DIGIDAY
WIL HARRIS HEAD OF DIGITAL CONDÉ NAST

2. “There is no need for advertisements to look
like advertisements. If you make them look
like editorial pages, you will attract about 50
per cent more readers. You might think that
the public would resent this trick, but there is
no evidence to suggest that they do.”
!
— David Ogilvy, 1963

3. DIGIDAY
: The original native strategy

4. DIGIDAY
Principles of promotions
within magazines
Built by a parallel team that sits between commercial and editorial
(doesn’t compromise church and state)
The most expensive thing we do (page rate + production cost + loading)
Uses the magic of the title to give an uplift to the brand advertising
Mimics editorial in form and layout, but clearly marked

5. DIGIDAY
G Promotion
Steeped an intrepid history, British style
is often at the forefront of Autumn/Winter
collections and Jaeger’s contribution to this
season is no exception. Its latest foray in
menswear plays a key role for Jaeger, now in
its 131st year. Still championing some of the
world’s most superior materials, its latest
range is characterised by British tweed, the
finest wool and luxury cashmere.
This season, Jaeger is shifting up another
gear. Now with a repertoire to suit the
stylistic demands of the modern man, the
menswear regular is focusing its attention
towards contemporary tailoring - a perfect
match of more traditional values and the
answer to the insatiable demand timeless and
high-quality design and the perfect cut.
The new sleek and seductive silhouettes
Mastering contemporary sartorial needs while keeping tradition is
now effortless with Jaeger, 131 years old and still forward-thinking
Jacket, £299. Trousers,
£150. Shirt, £75. Tie, £65.
Pocket square, £25
Below: Jacket, £370.
Rollneck, £130. Trousers,
£159. All by Jaeger. Available
at selected stores and
jaeger.co.uk
READER
OFFER
£100 OFF
SUITING
Bring this
page to a Jaeger
store to claim
your discount
or enter
GQSUIT15
at the online
checkout*
A MODERN HERITAGE
Jacket, £340. Waistcoat,
£130. Shirt, £75. Trousers,
£159. Tie, £75. Pocket
square, £25.
*Receive £1003 off when you purchase a full price Jaeger suit (suit jacket and suit trousers). Offer valid from 10 September to 15
October 2015. Offer is valid in freestanding stores, selected shop in shops and online at jaeger.co.uk. To redeem the offer online,
enter code GQSUIT15 at the checkout. Offer is not valid in conjunction with any other offers or promotions. Offer is not valid on the
purchase of Made to Measure suits. Jaeger reserves the right to amend the terms and conditions at any time.
of Jaeger’s tailoring are sure to dominate
conversations throughout this season, while also
forming a particular highlight for the collection,
supported by washed cords and chinos for a
more casual spin. The result? A utilisation of
Jaeger’s classic colour palette (navy, charcoal and
camel are all welcome constants) in creating a
unique, sharp take on British menswear. With
the help of David Bailey shooting its AW15
collection, Jaeger has now elevated to a
contemporary level and still remains completely
affordable.
It’s a very modern approach, to stay relevant
and contemporary but to also continue to pay
homage to a uniquely British heritage. But, in
true temperament, Jaeger has stepped up to the
challenge in true British bravado.
Editorial vs Commercial
editorial
commercial
warning: if you
subscribe to a
palette of neutrals;
if your wardrobe is
built on a rotation
of crisp, unfettered
white shirts; if you’re currently longing for one of
those chunky ribbed oatmeal-coloured cashmere
sweaters from The Row; if your idea of sartorial
bravery is double-knotting a belt; and if you’re
watching with anticipation what Nadège Vanhee-
Cybulski will do next at Hermès – then look away
now. Right now. Because you’re really not about to
like what’s coming next.
Colour! Chaos! Sequins! See-through! Told you.
Fashion is on a hiatus from playing it safe. It’s
had it with chic, smart and polished and has now
turned its attention to something more, well,
attention-grabbing. And we’re talking eyes-out-
on-stalks attention-grabbing.
Punchy party dresses, the sort that are
abbreviated up to here, plunged down to there and
sparkly all over, were in large supply on the
autumn/winter ’15 catwalks. At Saint Laurent
they had silver growths sprouting from one
shoulder, not dissimilar in shape – or size – to
Sydney Opera House. Over at Balmain they
swished with lashings of fringe loaded in bugle
beads, while Versace spelt it out loud and clear in
big multi-coloured sequined V-E-R-S-A-C-E
letters. But arguably, the party never stopped
for these houses; it’s only when other, quieter >
SHOW
OFF
Push those understated
investment buys to the
back of the wardrobe –
a new mood of in-your-face
maximalism has taken hold.
Glamcore, here we come…
By Sarah Harris
The return of
fashion
From left: show-off
fashion on the catwalk
at JW Anderson;
Candela Novembre
wearing Kenzo;
Céline, a/w ’15; Gilda
Ambrosio in Loewe;
Balmain, a/w ’15
337
09-15WellShowOffFashionVO52426-002.pgs 13.07.2015 07:49
09-15invogueopenerVO52228-001.pgs 15.07.2015 09:20

6. DIGIDAY
STARTING POINT:
So why not do
that with digital?

7. DIGIDAY
Traffic
Print is one format
digital is
multiple
formats
DESKTOP
PHONE
TABLET

8. DIGIDAY
Website have to be responsive … obviously

9. DIGIDAY
Answer 1: Ad Builder

10. DIGIDAY
Responsive
Ads

11. DIGIDAY
Answer 2:
Native
Buttons

12. DIGIDAY
Answer 3:
Native
Content
Sections

13. DIGIDAY
Answer 4: Video

14. DIGIDAY
Where are we going
with native next?

15. DIGIDAY
do users really mind native
content on our sites?
Having experimented, we wanted to know -

16. DIGIDAY
Working theory:
Users are happy to
engage with native
content
1.6% CTR - 10x MPU

17. DIGIDAY
= positive feedback in contrast to the feedback on mobile banner ads
Mobile user testing session

18. DIGIDAY
Leaning into native
Positive user
feedback has given
us the confidence to
lean into native.
…not to mention
ad block.

19. DIGIDAY
New
website
platform
SPORT Bravo, Giorgio! Armani-
wearing icons Martin Scorsese,
Benicio Del Toro and more pay
FOOD & DRINK Thursday
cocktail recipe: Pisco Sour
CATERHAM The 6 hairiest
moments of our Castle Combe
Caterham race
POLITICS Incredible
photographs from the world’s
most misunderstood countries
EDITOR’S PICKS
STORY BY NICHOLAS KAY
STORY BY NICHOLAS KAY STORY BY NICHOLAS KAYLIVE 09 ITEMS
LIVE
FOOD This is the ultimate
Notting Hill Carnival
cookbook
Notting Hill Carnival weekend is the
perfect time to rediscover the joy of
great Jerk chicken.
SPORT Listen to gym music
that makes you fitter
Whether your goal is to roll back the
years or retain your six pack, it’s time to
tune in to what will really help you...
ENTERTAINMENT 5 Emerging
London artists you need to
know
Its’s boom time for British film - and it
just got even better. All rise for its new
FOOD Where to eat the
world’s deadliest animals
From eel to python and crocodile, we
put you at the top of the food chain
with the GQ Guide to eating deadly...
12 ITEMS
MOST RECENT
RUNNING WITH MARATHON MAN
GEOFFREY MUTAI
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SPORT
FASHION WATCHES ENTERTAINMENT GIRLS SPORT CARS FOOD More Follow

20. DIGIDAY
New
website
platform

21. DIGIDAY
Any / every article can be
native / sponsored
Improved discoverability
More flexibility
Truly native
The back
end

22. DIGIDAY
3 takeaways
from the Condé Strategy
For us, native is premium#1
Everything is cross platform otherwise it’s pointless#2
Users enjoy native, so lean into it#3

23. CROSS-DEVICE
NATIVE STRATEGY
DIGIDAY
WIL HARRIS HEAD OF DIGITAL CONDÉ NAST