Thursday, April 3, 14
Getting Readers To A Better State of Living
Thursday, April 3, 14
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
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
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
Thursday, April 3, 14
Thursday, April 3, 14
Thursday, April 3, 14
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Thursday, April 3, 14
Thursday, April 3, 14
History lesson: What is Native Advertising?
Thursday, April 3, 14
What is Native Advertising?
Thursday, April 3, 14
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.
Thursday, April 3, 14
–
“
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.
”
– Barry Lowenthal, President, Media Kitchen
Thursday, April 3, 14
ay w a in rm fo at pl a m fro e nu ve re ing riv de is n tio “Native monetiza that is unique and organic to the experience.”
– Jon Steinberg, President, BuzzFeed
“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 adve rtising.”
– Paul Rossi, Managing Director, The Economist
Thursday, April 3, 14
Thursday, April 3, 14
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.
Thursday, April 3, 14
Native Natives: Can you spot the ad?
Thursday, April 3, 14
The Gawker & State Farm Approach
Thursday, April 3, 14
Thursday, April 3, 14
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Thursday, April 3, 14
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”
Thursday, April 3, 14
Thursday, April 3, 14
Creation Brand created
Thursday, April 3, 14
Thursday, April 3, 14
Creation
Co-Creation
Brand created
Shared
Creation Brand created
Thursday, April 3, 14
Co-Creation
Curation
Shared
Consumer / 3rd Party
The Story Telling Spectrum Entertainment
Creation
Co-Creation
Utility
Thursday, April 3, 14
Curation
• Never Write an Advertisement Which You Wouldn't Want Your Own Family To Read. Thursday, April 3, 14
“You wouldn't tell lies to your own wife. Don't tell them to mine. Do as you would be done by.” – David Ogilvy
• Never Write an Advertisement Which You Wouldn't Want Your Own Family To Read. Thursday, April 3, 14
Thursday, April 3, 14
Any Questions? Fire Away
Thursday, April 3, 14
Thursday, April 3, 14
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
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
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
Thursday, April 3, 14
Thursday, April 3, 14
Thursday, April 3, 14
Thursday, April 3, 14
Thursday, April 3, 14
Thursday, April 3, 14
Thursday, April 3, 14
History lesson: What is Native Advertising?
Thursday, April 3, 14
What is Native Advertising?
Thursday, April 3, 14
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.
Thursday, April 3, 14
–
“
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.
”
– Barry Lowenthal, President, Media Kitchen
Thursday, April 3, 14
ay w a in rm fo at pl a m fro e nu ve re ing riv de is n tio “Native monetiza that is unique and organic to the experience.”
– Jon Steinberg, President, BuzzFeed
“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 adve rtising.”
– Paul Rossi, Managing Director, The Economist
Thursday, April 3, 14
Thursday, April 3, 14
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.
Thursday, April 3, 14
Native Natives: Can you spot the ad?
Thursday, April 3, 14
The Gawker & State Farm Approach
Thursday, April 3, 14
Thursday, April 3, 14
Thursday, April 3, 14
Thursday, April 3, 14
Thursday, April 3, 14
Thursday, April 3, 14
Thursday, April 3, 14
Thursday, April 3, 14
Thursday, April 3, 14
Thursday, April 3, 14
Thursday, April 3, 14
Thursday, April 3, 14
Thursday, April 3, 14
Thursday, April 3, 14
Thursday, April 3, 14
Thursday, April 3, 14
Thursday, April 3, 14
Thursday, April 3, 14
Thursday, April 3, 14
Thursday, April 3, 14
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”
Thursday, April 3, 14
Thursday, April 3, 14
Creation Brand created
Thursday, April 3, 14
Thursday, April 3, 14
Creation
Co-Creation
Brand created
Shared
Creation Brand created
Thursday, April 3, 14
Co-Creation
Curation
Shared
Consumer / 3rd Party
The Story Telling Spectrum Entertainment
Creation
Co-Creation
Utility
Thursday, April 3, 14
Curation
• Never Write an Advertisement Which You Wouldn't Want Your Own Family To Read. Thursday, April 3, 14
“You wouldn't tell lies to your own wife. Don't tell them to mine. Do as you would be done by.” – David Ogilvy
• Never Write an Advertisement Which You Wouldn't Want Your Own Family To Read. Thursday, April 3, 14
Thursday, April 3, 14
Any Questions? Fire Away
Thursday, April 3, 14
