Native Advertising and Branded Content @VCCircle: A MemoOctober 2015

Consumers are vocal, spoilt for choice

Digital has opened new channels of communication

Platform agnosticism is the norm & “small” is “big”

Customers / stakeholders are the New Brand Advocates who

influence people, who in turn influence others and so on

In The New World Order

People are Markets; Markets are Conversations; Conversations

create Communities; Communities can be Monetized

It’s a POEM!“We are trustworthy. We’re going to provide expertise in various industries,

and we’re going to be on the leading edge of technology.”

Ann Rubin, IBM’s VP of branded content and creatives

- Paid & Owned media to radiate, in a synchronized & timely manner, snippets of relevant content which, to the receiver, is utilitarian, enables upgradation & resonates emotionally

- This will stimulate Earned media conversations resulting in a multiplicative impact

New Face of Ad

“There is a renaissance underway in digital advertising that is driving brands, publishers and consumers to communicate with each other in more

personal and natural ways." - Patrick Albano, Yahoo

- Fastest growing form of advertising

- 71% increase in spending for Native Ads in 2013 vs 2012

- 53% greater viewership for Native Ads than traditional display ads

- 42% of social media spending is expected to be in Native Ads by 2017

- Native advertising spending expected to grow to $4.6 billion by 2017

- Combination of native ad headline, thumbnail, brand name and logo proven to drive an 18% lift in purchase intent

WHO IS DOING IT

Media companies monetize their content feeds with native ads

Sir Martin Sorrell’s WPP, Daily Mail and Snapchat announced launch

of ‘Truffle Pig’ with the best of newsroom and social media talent

NYT setting up a dedicated creative team for paid content

Start-ups dealing in native advertising flush with funds — Nativo

raised $20 million in new venture capital funding

WHO IS DOING IT

Google develops a new native advertising technology to work with

publishers to serve custom-built ads

Facebook, Twitter, Instagram and Tumblr too have joined

Publishing industry follow suit with companies such as Time Inc,

Forbes, Wall Street Journal, and USA Today introducing advertising

integrations on desktop and mobile

How VCCircle Will Help Brands: Basic Tenets

For younger, more digitally focused audience

For millennials and the next generation of business leaders constantly looking for something fresh and new

Target wide variety of platforms to reach a wider audience

Understand brands - who are these and what do they want?

Craft content to align with brands with relevant themes that echoes strongly with target audience, in a format native to VCCircle

How VCCircle Will Help Brands: Basic Tenets

Native ads to lead to a rich content-driven platform to engage readers

Creation of destination page that houses all of the branded content in one convenient location, surrounded by brand messaging and social widget

Conceptualise long term and integrated content campaigns featuring multimedia, community engagement elements and offline events

Offer turnkey solutions and designs and reach audience where they are, give them path to more content

4 shades of native ads1. In Feed units - endemic in-feed ads that can exist in VCCircle’s

normal content platform

2. Paid search units - Linked in-feed ads that lead to content, editorial content, or brand’s landing page

3. Recommendation Widgets (Outbrain, Taboola, Disqus, Gravity)

4. Promoted Listings (Etsy, Amazon, Foursquare, Google) – ads on sites lacking a traditional editorial content well. Ads look identical to the products or services being offered on the site

Videos, Mobile Feeds, Newsletters…Video

Digital, contextual storytelling through videos, especially on mobile

one-click video experiences through Video View Ads

Mobile feeds

With introduction of card UI design, great scope for instant content experiences for users without leaving the feed

Content Engagement Ads

Newsletters

Integration of native ads in newsletters where products are presented in a similar layout as editorial picks

Exploring Business Opportunities

Govt

Ministries

Private

Companies/

MNCs

Industry

bodies Trusts/NGOs Personalities PSUs

CSR S S W S NA S

Awards M S S S W S

Image Makeover M S NA M S S

Launch W S NA NA M S

Innovative Promos W S NA NA NA W

Schemes S NA NA NA M M

Liasoning M S M NA S M

Media Partnership M S S S NA M

S = Strong; W = Weak; M = Medium; NA = Not Applicable

Need Of Various Bodies

Activity

Client Scenario

Collaborate across the client’s businesses, get a brief & understand business priorities

Devoted connect point to enable co-creation of propositions that are centered on a convergent thought with a divergent / platform neutral execution

Create bits of information that are amplified across various VCCircle access points at regular intervals

Coverage of corporate initiatives / seminars / investor forums / conferences

Brief factoids that capture & beam relevant initiatives

Content focusing on the category landscape capturing news and trends

Will feature client as one of the leading / influential players

Client Scenario

Sector based podcasts/ Q&A with company expert during important events

Reach younger audience in places like BuzzFeed and Tumblr to talk about the work of the company through native ads

Run innovative social media campaigns around company’s products, culture, businesses

Fun content to engage audiences and simplify complex concepts to get people thinking, besides solving esoteric business problems

Thank you.