"monetize my digital" panel presentation- association of alternative newsmedia 2014, san...
TRANSCRIPT
Presented by: Caroline Li
@TheCarolineLI
AAN Digital: Monetize My Digital Beyond Banner Ads
Looking Beyond Banner Ads.
AAN 2014: Monetize My Digital Presented by: Caroline Li
@TheCarolineLi@SnapSkout
About Me Hello,
I’m Caroline LiReporter :: Advertising Executive :: Publisher :: Entrepreneur
1994
TREND 01
The Great CTR Decline
9%
8%
6%
5%
4%
3%
1%
0%
20022000 2004 2006 2008 2010 2012 2015
TREND 02
Display Ad Rates Declining
$5.11
2013 FORECAST
LOCAL ONLINE MEDIA CHOICE
Run-of-Site Display
2012 ESTIMATE SHARE
27.3%
$4.97
SOURCE BORRELL ASSOCIATES, INC. 2013
SHARE
20.3%
-2.8%
2012 – 2013 PERCENTAGE CHANGE
TREND 03
“Banner Blindness”
SOURCE INFOLINK “BANNER BLINDNESS STUDY”
14% of internet users rememberthe last ad they saw
8% recall the company or productpromoted
2.8% thought the ad was relevant
“The real fact of the matter is that nobody reads ads. People read what interests them. Sometimes it’s an ad.”
- Howard Luck Gossage
Our People are Your People
• Young: 18-45 years old
• Tech savvy
• Own multiple devices
• Purchase local daily deals for restaurants, bars, health and wellness, recreation and travel
Let’s Do Something Different !
The spacewe play in.
• Social media in-feed units
• Paid search
• Promoted listings
• Standard display ads with native elements
• Recommendation widgets // related content
• Custom campaigns created with the client // sponsored posts/advertorials
SOURCE INTERACTIVE ADVERTISING BUREAU
6 main forms of native advertising
Recommended Widgets
Recommended links (AdBull)
Recommended Widgets
Recommended ads/posts (Ad Blade)
Recommended Widgets
Recommended Posts (Outbrain)
Recommended Widgets
Recommended Posts (Taboola, Outbrain)
Nobody is doing “recommended offers”
Snap Skout matches your content with deals and offers, saving readers time and generating new revenue for publishers.
What We Believe
• Display advertising won’t always be annoying if we just get it right.
• People are just as curious as they were in 1994.
• Native advertising doesn’t have to be sneaky, it just has to make sense.
• Reading a print magazine or viewing a website should be an experience, people like anticipation more than surprises.
• People still value, respect, and follow newspapers and magazines
• Keeping it classy.
Why deals?
60% of online shoppersuse “Daily Deals”
SOURCE comSCORE – “15 Miles/Localeze Local Search Usage Study”
60%
Deals are everywhere and typically delivered at the wrong time.
Reader problem
I want to try a new restaurant
Consumer Dilema
1. Online search “Best Thai Restaurant”
2. Find article in local newspaper
3. Online search for name of restaurant to find out hours, location, reviews, phone number
4. Search Groupon, LivingSocial, Amazon Local for deals
5. Make reservation online
Reader problem
Isn’t there a faster way?
Snap Skout
10X Higher CTR than Average Display Ads
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
DESKTOP DISPLAY NATIVE AD UNITS SNAP SKOUT
0.1% 1.5% 2.8%
In the last six months Snap Skout has identified100,000 local businesses and sourced 90,000 ads.
We have dozens of publisher partners.
Our CTR and Interaction Rates (12-14%) outperform typical display ads and reported native ad units.
Make your readers happy.
Deliver a useful experience.
Advertising can be helpful.
