NATIVE ADVERTISING AND INFLUENCER MARKETING

“DIGITAL PRODUCT DEVELOPMENT” TEAM @ INTERNATIONAL SALES CONFERE NCE

H A M B U R G , 2 9 J U N E 2 0 1 7

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NATIVE ADVERTISING

1.0

3 N A T I V E A D V E R T I S I N G , I N F L U E N C E R M A R K E T I N G , W O R D - O F - M O U T H M A R K E T I N G

“Native advertising is a form of paid online advertising

where the advert’s look and function are matched to the

content of the site where it is displayed.”

BVDW

IN SHORT:

NATIVE, RELEVANT, TRUSTWORTHY

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NATIVE ADVERTISING CONSISTS OF TWO ELEMENTS: INTEGRATED CONTENT AND ADS TO DRIVE TRAFFIC.

K A P I T E L H E A D L I N E

Teaser ads Content integration

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“LOOK AND FUNCTION MATCHED TO THE CONTENT” – THREE ASPECTS OF NATIVE ADVERTISING:

K A P I T E L H E A D L I N E

Position

Look

Content

• Fits into familiar user journey

• Does not feel like a disruption or interruption

• Placed in specific sections/locations, often technically

managed

• Applies to teasers and content integration

• Matches look and feel of publisher website

• Does not come across like an advert

• Like the content users are familiar with and value

• Applies to teasers and content integration

• Content with added value

• Does not communicate typical product information

• Clearly labelled as an ad

G+J

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G+J E|MS NATIVE ADVERTISING SOLUTIONS FOR SUCCESSFUL CONTENT MARKETING

N A T I V E A D V E R T I S I N G , I N F L U E N C E R M A R K E T I N G , W O R D - O F - M O U T H M A R K E T I N G

CONTENT

SPONSORSHIP

MULTIPLE

CONTENT

SPONSORSHIP

SPONSORSHIP

BRANDED

ADVERTORIAL

NATIVE

ADVERTORIAL

NATIVE

SPECIAL

BRAND

STORYTELLING

CONTENT

SPECIAL

MULTIPLE

CONTENT

SPECIAL

CO-

STORYTELLING

BRAND CONTENT BRAND CONTENT

+ EDITORIAL CONTENT EDITORIAL CONTENT

NATIVE CONTENT SOLUTIONS from

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EXAMPLE: MAISONS DU MONDE NATIVE SPECIAL BRIGITTE.DE

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THE CLIENT‘S CONTENT IS THE CORE.

W E C H S E L Z W I S C H E N D E N T E X T E B E N E N

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TRAFFIC COMES FROM DIFFERENT SOURCES.

W E C H S E L Z W I S C H E N D E N T E X T E B E N E N

Native Teaser Bundle

Content

Recommendation

Teaser

Facebook Ads

Navigationspunkt

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G+J DELIVERED FULL SERVICE. THE CAMPAIGN WAS A SUCCESS.

I N F L U E N C E R M A R K E T I N G M I T I N C I R C L E S

9.600 guaranteed

Views

Ø 51 seconds Viewtime

per View

(up to 1:10 min)

more than

12.000

Visits

more than

20.000

delivered

Views

4,6 Mio.

AdImpressions (CTR 0,3%)

Ø 1,8 Views

per Visit

1 month

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G+J AS A STRONG PARTNER FOR NATIVE ADVERTISING

Source: “Display, Ad Specials, Native Advertising | Viele Möglichkeiten, gleich viel Wirkung?”, G+J research study, 2015

N A T I V E A D V E R T I S I N G , I N F L U E N C E R M A R K E T I N G , W O R D - O F - M O U T H M A R K E T I N G

Benefit from image transfer from

high-coverage media brands that

offer high-quality journalism.

We pair good content with ideally

suited brands, creating relevance for

our readers.

Take advantage of our portfolio’s

economies of scope for storytelling

across multiple brands – higher

coverage at no additional cost.

STRONG

BRANDS

RELEVANT

CONTEXT

SCALABILITY

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NATURALLY SUCCESSFUL WITH THE NATIVE ADVERTISING SOLUTIONS FROM G+J –

GUARANTEED!

D M E X C O 2 0 1 7

Guaranteed performance for

content and themed specials

thanks to our view guarantee

PERFORMANCE

We attach great importance to

transparency! That applies

both to labelling content and

reporting results.

TRANSPARENCY

We’re with you every step of the

way, from producing content,

throughout the campaign and right

up until reporting.

FULL SERVICE

Cross-digital, cross-platform and

cross-media bookings are

available for our products – the full

spectrum!

CROSS-DIGITAL

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INFLUENCER MARKETING

2.0

INFLUENCER MARKETING WITH INCIRCLES THE INFLUENCER SOLUTION FROM G+J e |M S

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WHO OR WHAT IS AN INFLUENCER?

Source: Horizont 47/2016. Results compiled by us.

Opinion leaders Social media stars Celebrities from TV, film and

music

I N C I R C L E S

Recommend-

ation

character

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WHY ARE INFLUENCERS RELEVANT FOR ADVERTISERS?

More authentic

content

Maximum

virality

Activation

of target group

Content

remains

available

Passion Authenticity Involved

target groups

5409

I N C I R C L E S

THE SOCIAL INFLUENCER SOLUTION FROM G+J e|MS

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I N C I R C L E S

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EXAMPLES OF OUR INFLUENCERS

FASHION

Stellaglowing

126,000 followers

BEAUTY

kindofrosy

206,000 followers

FOOD

Mrs Flury

17,600 followers

HOME AND

DECORATION

Liebes-

botschaft

44,200 followers

TECHNOLOGY

Pilotpatric

129,000 followers

REGISTRATION

Influencers proactively

register on InCircles

SCOUTING

Influencer scouting by

InCircles team

TOOL-BASED CHECK

• Relevant coverage

• Interaction rate > 1.0%

• Target group

MANUAL QUALITATIVE CHECK

• Quality of content

• Style

• Topic

INCIRCLES

Approved influencers and their social media

channels on InCircles

CAMPAIGN

Perfectly tailored influencers for

client brief

INFLUENCER APPROVAL PROCESS

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FIRST-CLASS INFLUENCERS ON INCIRCLES

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Caro Daur

Maren & Tobi Pilot Madeleine

OhhCouture

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OUR SERVICES

I N C I R C L E S

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G+J’S PROVEN CONSULTING EXPERTISE – FOR SIMPLE AND RELIABLE IMPLEMENTATION OF YOUR CAMPAIGNS

FROM STRATEGY TO REPORTING

• Influencer campaign content tailored to client needs

and goals

• Final influencer suggestions and selection based on the

InCircles consulting team’s content and quality criteria

• Briefing and processing with booked influencers, plus

approval cycle with client for optimum campaign

implementation

• Classification and scoring of campaign results, plus

identification of recommended actions

I N C I R C L E S

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TOOL-BASED DATA USE FOR MAXIMUM TRANSPARENCY

New First name Followers Likes Interaction rate Score

ALGORITHM-BASED SELECTION OF

IDEALLY MATCHED INFLUENCERS:

• Influencers are filtered according to client-

relevant selection criteria (e.g. influencers’

target group, topic of influencer channel,

coverage, interaction)

• Affinity with G+J brands for cross-media

campaigns

SCORING

MODEL

I N C I R C L E S

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TOOL-BASED DATA USE FOR MAXIMUM TRANSPARENCY

Score

TOOL-BASED LIVE REPORTING:

• Real-time tracking and detailed campaign

analysis for maximum transparency

• For example: measurement of coverage

(audience, impressions, users) and interaction

(likes, comments, shares) development

Coverage: cumulative development

COVERAGE

DEVELOPMENT

I N C I R C L E S

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Products

that

need

explanation

Vivid

content

story

Intense

product

experience

Maximum

authenticity

CAMPAIGN MECHANICS – WHERE CAN WE INCORPORATE INFLUENCERS?

I N C I R C L E S

CAMPAIGN MECHANICS – WHERE CAN WE INCORPORATE INFLUENCERS?

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High visual

impact

Maximum

interaction

Direct product

link

Presentation

using

images

and text

I N C I R C L E S

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HIGH-CALIBRE CLIENTS RELY ON INCIRCLES

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COOPERATIVE INFLUENCER CAMPAIGN FOR BRIGITTE JOB SYMPOSIUM. A CAMPAIGN WITH INVISALIGN.

I N C I R C L E S

130,000+ views

One mill.+

followers

3 x YouTube videos from event

+ participation in

event + print

advertorial

9 Instagram posts to activate users

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BIG SHIP LAUNCH CEREMONY WITH TRAVEL INFLUENCER MADELEINE. A CAMPAIGN WITH MSC CRUISES.

I N C I R C L E S

3 x

Facebook

(Live)

4 x

Instagram

1 x

blog

1

premium

travel

influencer

50,000+ interactions

880,000+ followers

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SUMMARY: SIX REASONS TO CHOOSE INFLUENCER MARKETING WITH

INCIRCLES

1. G+J QUALITY where others struggle to establish trust

2. FULL SERVICE where others only offer partial solutions

3. BESPOKE CONSULTING where others only offer self-service

4. TECHNOLOGY where others only have gut instinct

5. SELECTED INFLUENCERS where others use anyone

6. CROSS-MEDIA AND STANDALONE where others can only offer standalone

INCIRCLES MAKES INFLUENCER MARKETING SIMPLE. AND MORE RELIABLE.

I N C I R C L E S

THANK YOU!