1. Ads as Content:
The Rise of Native Advertising

2. Why Ads as Content?
VIDEO
SEARCH
?
DATA
DISPLAY
EMAIL
SOCIAL

3. What is a Native Ad?

4. The Model
CONSUMER
Content
SOCIAL NATIVE AD BRAND
SHARING
DATA
THE PUBLISHER PLATFORM

5. Who Benefits?
CONSUMERS
BRANDS PUBLISHERS

6. Today’s Technology

7. Let’s Get Real
FACT
vs.
FICTION

9. UFC Branded Content
OBJECTIVE
• Toughness by association; aligning movies themes and characters
to some of the worlds toughest dudes.
ACTIONS
• Produce video with local and global UFC talent.
• Publish on www.ufc.com/au and other Urban Geek sites
• Home page and channel features promoting video
• Facebook and Twitter broadcasts (245,000 members)
• Supported by Media
RESULTS
• 217,000 unique video starts
• 145,000 unique completed views
• 5,800 facebook likes
• 52 hours of brand engagement

10. Case Study Earned Media
XBOX E3
1. OBJECTIVES
• Drive video views of E3 video content
2. STRATEGY
• Social Syndication
3. ELEMENTS
• Editorial integration
• Social Gaming
• Gaming sites
• Social networks
• Video Search
• Blogger Influence
http://www.youtube.com/watch?v=Jgdk2uXNBko

11. Case Study Earned Media
XBOX E3 Results
1. GOALS
• Target 50,000 views on You Tube
• Get ranked on YouTube
• Achieve earned up lift
2. RESULTS
• 115,122 views on You Tube
• 12,750 on additional channels
• Earned Lift: 56.7%
• 14 days on Youtube Charts

12. Case Study Earned Media
XBOX E3 Results
The Xbox video reached #1 in gaming, and #3
in all category – popular around the web.
Charted on Youtube for 14 Days

13. Case Study Earned Media
Additional Seeding

14. Thank You