Content Monetisation

Consultancy

Creation

Syndication

Amplification

Marketing & Strategy

Technology

Social

Revenue Models

Subscription (Paywalls)

Ad-Supported

Freemium

Affiliate Revenue

Licensing

Content Revenue Models

Native Advertising

Paid messages that resemble more closely the content and tone of the environment they appear in

Advertorials

Advertising sections

Sponsored content

Infomercials

Branded content

What is Native Advertising?

Ian Schafer – CEO of Deep Focus Digital Agency;

“Re-packaged versions of advertorials”

Jon Steinberg – President BuzzFeed;

“Unique and organic experience - better for the user”

A Divisive Subject

Native in Numbers

32% - would share a native ad with friend or family

Dwell time only 20% less than content

85% of consumers never heard of native

86% users feel misled by video ads appearing as content

Sources: IPG Media Lab / BIA Kelsey / Forbes Insights / Kiss Metrics / e-consultancy

Who is Utilising Native Formats?

Washington Post

Huffington Post

Forbes

Business Insider

WSJ

CNN

ESPN

Buzzfeed

Gawker

Tumblr

Google

Facebook

Twitter

Foursquare

Adwords - $50b in 2012

FB Sponsored Stories - $1m/day

By invite only

Print & web, currently circa 20 clients

Sponsorships up 40% 2012

Minimum $1m per year campaigns

Between 880 and 5,880 pv/m

Forbes – BrandVoice

Forbes – BrandVoice

1. Clearly identified as being branded content

2. Cannot be promotional content

3. Editor dedicated to this initiative

4. Editor as part of the marketing team

BuzzFeed

BuzzFeed

175 staff, 100 editors, 85m UBs

Only use Native formats

Projected 600-700 ad campaign sales in 2013

Circa $92k / native ad campaign

1-2% CTR, earned media circa 30% shared

BuzzFeed Taco Bell Case Study

22% Recall; ‘Provide Novel Information’

Content Tech

Production Platforms

Content Syndication

Content Curation

Content Discovery

Content Amplification

Social Content

Native Content

Content Tech Categories

Content Technology

Outbrain (behavioural serving 3rd party network)

Skyword (content / contributor management)

Newscred (International syndicators)

Kalooga (content discovery)

Trapit (content discovery, owned / 3rd party networks)

Scoop.it (3rd party curation platform)

Storify (build stories from social networks)

Taboola (behavioural serving 3rd party network)

Paperli (Create your own online newspaper, curate content from other newspaper)

nRelate (Content discovery platform)

Squirro (Context sensitive content discovery)

Gravity (Content discovery platform - Deliver personalised content to each user )

Taboola (Distribute content, access publishers)

Discus (website comment hosting service)

Nster (Content discovery platform, content hosted on relevant sites)

Amplification Your content as part of the Outbrain eco-

system Gain new audiences CTR of 5.7%

Engagement Outbrain eco-system content on your site Offer your readers more content Get paid when users click on any content

2500+ Sources of Premium & Licensed content

Millions of full articles, images and video

Brands and publishers

Supporting Editorial team at NewsCred