NATIVE ADVERTISING DAYS 2015PROGRAM

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OFFICIAL CONFERENCE HASHTAG: #NATIVEDAYS15

In the words of Bob Dylan: “The Times They Are a-Changin’”. Especially when it comes to advertising as we know it.

Consumers have become sick and tired of intrusive brand-centric advertising. They have become banner blind, they fast-forward commercials and they install ad blockers. And as a consequence, brands are losing their preferred method for

commercial communication and publishers are losing revenues. Fast.

Working with publishing and content marketing for more than a decade, it is obvious to us that these fundamental changes in content consumption and consumer behaviour are currently creating a Perfect Storm. But in the eye of the storm is native advertising.

For us to master native advertising, there is a massive need for knowledge about how to leverage this new way of communicating. And so, we launched the Native Advertising Institute to make that knowledge more accessible. And we invite you all to join in with all your experiences, know-how and good advice. In addition, Native Advertising DAYS is intended to enable the international native advertising community to come together to network, to learn and to be inspired.

Welcome to the First Edition of Native Advertising DAYS.

We had no idea how many people were going to show up, and I am humbled and thankful that 250 people from 14 countries decided to join us. Together with 25 of the finest experts from all over the globe, I am sure we will all walk away highly motivated and better equipped to enter the future of advertising.

Have fun.

Jesper LaursenFounder of the Native Advertising Institute

VENUE 1 - Falkoner Conference Center

Registration and Breakfast Buffet

Welcome to Native Advertising DAYS

Why Native Advertising is Not Just Another ‘New Black’ PhenomenonCONGLOMOTRON LLCRebecca Lieb, Leading Industry Analyst on Native Advertising

Coffee Break

The Golden Rule of Advertising - Earn Your AudienceTHE NEW YORK TIMES Liz McDonnell, Director of Marketing

08:30 AM - 09:00 AM —

09:00 AM - 09:15 AM —

09:15 AM - 10:05 AM —

10:05 AM - 10:20 AM —

10:20 AM - 11:10 AM —

11:20 AM - 12:10 PM —

12:10 PM - 13:00 PM —

The Power of Native in Engaging Audiences THE UK ASSOCIATION OF ONLINE PUBLISHERS (AOP)Tim Cain, Managing Director

Lunch

/// OCTOBER 19th, 2015VENUE 1 - Falkoner Conference Center

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VENUE 2 - Falkoner Cinema Showroom 2

How Intelligent Disruption will Give You the Audience You DeserveSTROSSLE & THE ENTREPRENÖRMagnus Hultman, Co-Founder and CEONicklas Mattsson, Editor in Chief

Lunch

11:20 AM - 12:10 PM —

12:10 PM - 13:00 PM —

VENUE 1 Falkoner Conference Center

VENUE 2 Falkoner Cinema Showroom 2

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/// OCTOBER 19th, 2015VENUE 1 - Falkoner Conference Center

Native Advertising & YouTube StardomGOOGLE/YOUTUBENora Ziegenhagen, Head of Branding Solutions

#PowerOfNowTWITTERScott Thwaites, EMEA Partner Manager

Coffee Break

LinkedIn - How Being Pushy Gets you NowhereLINKEDINJaime Stephens Pham, Content Marketing and Social Media Consultant

Trust: Why Native Advertising Should Never Be EvilPOLITICOStephanie Losee, Executive Director of Branded Content

14:55 PM - 15:15 PM —

15:15 PM - 16:05 PM —

16:15 PM - 17:05 PM —

14:05 PM - 14:55 PM —

13:00 PM - 13:50 PM —

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/// OCTOBER 19th, 2015

13:00 PM - 13:50 PM —

14:05 PM - 14:55 PM —

14:55 PM - 15:15 PM —

VENUE 2 - Falkoner Cinema Showroom 2

15:15 PM - 16:05 PM —

Research-backed Methodsfor Creating Highly Engaging ContentFRACTLKelsey Libert, VP of Marketing

Native Advertising – Where Paid, Owned and Earned Media ConvergeC3Gregor Vogelsang, Director of Strategy & Internationalization

Coffee Break (Served at the Falkoner Conference Center)

Can Native Scale?SHARETHROUGHChris Quigley,Managing Director

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OCTOBER 20th, 2015VENUE 1 - Falkoner Conference Center

VENUE 1 - Falkoner Conference Center

Registration and Breakfast Buffet Welcome to Day 2

Why Copy is Not Content: A Native Content PrimerTHE HUFFINGTON POST Mary Gail Pezzimenti, VP of Content Creation

Coffee Break

08:30 AM - 09:00 AM —

09:00 AM - 09:15 AM —

09:15 AM - 10:05 AM —

10:05 AM - 10:20 AM —

10:20 AM - 11:10 AM —

11:20 AM - 12:10 PM —

12:00 PM - 13:00 PM —

How to Use Video in Your Native AdvertisingCHIMNEY GROUP & CLAS OHLSONHenric Larsson, CEO and Founder Lars-Johan Lajjo Strand Marketing & Commercial Director

Native Defi nitions INTERNET ADVERTISING BUREAU UK (IAB UK)Clare O’Brien, Senior Industry Programmes Manager

Lunch

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VENUE 2 - Falkoner Cinema Showroom 2

A New Model for the Consumer JourneyPHDClaus Andersen, Managing Director

Native Video - The Syndication OpportunityTHEOUTPLAY Simon Kvist Gaulshøj, Market Director Nordic

Lunch

10:20 AM - 11:10 AM —

11:20 AM - 12:10 PM —

12:10 PM - 13:00 PM —

14:30 PM - 14:55 PM —

14:55 PM - 15:15 PM —

15:15 PM - 15:40 PM —

15:45 PM - 16:35 PM —

16:35 PM - 16:45 PM —

14:05 PM - 14:25 PM —

13:00 PM - 13:50 PM — A Sensibility, Not A Format: The Atlantic’s Evolving Approach to NativeTHE ATLANTICSam Rosen, VP of Marketing

How to Make Sure that’ Native Programmatic’ Doesn’t Turn Out as ‘Native Problematic’DIGIDEEOtto Neubert, Founder, Partner & Managing Director

Why Brands Should Consider in-app Native Advertising When Crafting a Marketing StrategyPUBNATIVEAndràs Konfar, Senior Business Development Manager

Coffee Break

The Native Advertising TalkshowFractl, Sharethrough, POLITICO & The OutPlay

Living in The Stream - Welcome to The JungleTIME INC Newell Thompson, VP of Content Marketing & Strategies

See You Next YearJesper Laursen, Founder of NAI

OCTOBER 20th, 2015///VENUE 1 - Falkoner Conference Center

OCTOBER 20th, 2015VENUE 2 - Falkoner Cinema Showroom 2

13:00 PM - 13:50 PM —

14:05 PM - 14:55 PM —

14:55 PM - 15:15 PM —

From 90 Seconds Ad - to 196 Minutes Worth of Branded StorytellingCARLSBERGChristian Godske, Group Media Director

Brand Building With a Touch of Native - PostNord’s Swedish Native Advertising CampaignPOSTNORDPontus Staunstrup, Head of Content Strategy and Social Media

Coffee Break (Served at the Falkoner Conference Center)

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i

/// OCTOBER 19th - 20th, 2015///Here is what they will be talking about

NATIVE ADVERTISING AND YOUTUBE STARDOMNora Ziegenhagen - Head of Social Solutions, Google/YouTubeTo be successful, brands need reach. This they can get on YouTube.

At the same time, advertisers can also get more impact from their reach on YouTube by considering a certain content modifi cation and/or by partnering with YouTube creators. When brands create con-tent, they often think ‘does this make me look good?’ YouTube creators ask themselves, ‘would I share this if I wasn’t involved in it? The two different starting points create a very differ-ent outcome.

Special guest on stageCecilia Demant runs two YouTube channels: Nor-dicBeautySecrets and NordicLifestyleSecrets. She is a self proclaimed beauty junkie and chemistry nerd. At 21 years old, she differentiates herself by combining her knowledge from her chemical engineering studies with her passion for beauty to educate as well as inspire her viewers.

You will leave this session withAn understanding of Youtube’s native advertising opportunities, and a better understanding of how the ‘native’ Youtube creators think and produce content. Join this session to get to know Youtube even better and explore the potential of partnerships with the true ‘natives’ on Youtube.

LIVING IN THE STREAM – WELCOME TO THE JUNGLENewell Thompson - VP, Content Mar-keting & Strategies Time Inc. News & Sports (Fortune, Money, TIME & Sports Illustrated

In this presentation, Newell Thompson will discuss the current challenges faced by marketers who are looking to connect with consumers inside their stream. With the explosion of mobile traffi c and the challenges traditional online advertising present, the same basic custom content principles become even more relevant as consumers demand value from their UX. Quality, Integrity, and Trust. Building from

these core values, he will also provide his personal experience on how to build and deliver content effectively to maximize engagement for your brand.

You will leave this session withIn this presentation you will get a sense of the market conditions driving native advertising growth. From this disruption, Newell Thompson will evi-dence the importance of maintaining a set of core values to steer your native strategy.

LINKEDIN – HOW BEING PUSHY GETS YOU NOWHEREJamie Stephens Pham - Content Marketing and Social Media Consultant, LinkedInPush messaging is no longer the

most effective way to convince and convert your audience. With ad blocking and commercial-skip-ping becoming the norm for savvy consumers, marketers must know how to effectively reach and engage their audiences using different tactics.With the rise of content marketing, native adver-tising is more than just a trend, it’s the new best practice.

You will leave this session withA new understanding of how to think like a new-age marketer through examples of what best-in-class global companies are doing to engage professional audiences on LinkedIn.

HOW INTELLIGENT DISTRI-BUTION WILL GIVE YOU THE AUDIENCE YOU DESERVEMagnus Hultman, Co-founder and CEO, Strossle & Nicklas Mattsson, Editor in Chief, The EntreprenörSuccessful Native Advertisers com-bine great content with intelligent dis-tribution. The Confederation of Swed-ish Enterprises uses an automated platform to distribute their articles and

videos to over 40,000 unique users every month. By utilizing text analysis and interest profi les, they target relevant users that really engage with the content.

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You will leave this session withA better understanding of how your distribution strategy should be aligned with your content to deliver the audience you deserve.

WHY BRANDS SHOULD CONSIDER IN-APP NATIVE ADVERTISING WHEN CRAFTING A MARKETING STRATEGYAndràs Konfar - Senior Business Development Manager, PubNative

No brand will ever want to advertise on mobile if the ads, through which they are represented, are intrusive, disruptive or low quality. Andras Konfar will explain why mobile native advertising has gained considerable attention in the past 12-18 months, and why this is good news for advertisers, publishers, and users alike.

You will leave this session withA thorough understanding of why brands should consider in-app native advertising when crafting an engaging marketing strategy. Andras will provide examples to illustrate how mobile native advertising is capable of ensuring a smooth and pleasant user experience which, in turn, guarantees a brand-safe advertising environment while fostering genuine brand engagement.

BRAND BUILDING WITH A TOUCH OF NATIVE – POST-NORD’S SWEDISH NATIVE ADVERTISING CAMPAIGNPontus Staunstrup - Head of Content Strategy & Social Media

Pontus Staunstrup from PostNord shares his key learnings after a six-month native advertising cam-paign on Sweden’s biggest fi nancial news platform. He will take you through the project from planning to execution, and share insights from the outcome. Pontus will also talk about how the campaign was discussed and presented in the Swedish media.

Your will leave this session withPontus will identify and share three key factors

that contributed to the success of the project. And offer some very hands-on tips to brands, agencies and media outlets that want to work with native advertising.

CAN NATIVE SCALE?Chris Quigley, Managing Director, SharethroughIn this talk, Sharethrough’s Managing Director, Chris Quigley, will discuss the different ways publishers around

the world are building new native advertising models and questions whether native advertising can truly scale. Topics discussed will include: case studies from publishers around the world, insights into native technology innovations, research into the science of native.

HOW TO MAKE SURE THAT ‘NATIVE PROGRAMMATIC’ DOESN’T TURN OUT AS ‘NATIVE PROBLEMATIC’Otto Neubert, CEO and Founder, Digidee

The do’s and don’ts are quite essential for the de-velopment of good native advertising. And content is king, but some say that distribution is queen (and she wears the pants). In order for native advertising to scale, the industry needs to focus on getting the standards and distribution organised – Otto Neubert will deliver the programmatic basics, introduce the non-problematic approach to success, and discuss the advantages and disadvantages of native pro-grammatic.

HOW TO USE VIDEO IN YOUR NATIVE ADVERTISINGHenric Larsson, CEO and Founder, Chimney Group & Lars-Johan Lajjo Strand, Marketing & Commercial Director, Clas OhlsonIn this presentation, Henric Larsson and Lars-Johan Lajjo Strand will teach you how to move from text to video and create content that your

audience WANT to see, and content that, in a native advertising context, also creates an impact for the brand or sales.In today’s world, many brands either start by asking themselves what THEY want to talk about to the tar-get groups. Another familiar scenario is that brands produce entertaining content that generate views but do not generate a ROI.Both approaches are ineffective, and the result is often video content that does not tap into the needs and pain points of the target audience.

Your will leave this session withBest practice examples on how to make good video content for your native advertising campaign, and advice on how you can be a better purchaser of video content in the future.

WHY COPY IS NOT CONTENT: A NATIVE CONTENT PRIMERMary Gail Pezzimenti, VP of Content Creation, The Huffington PostGreat copy provides a strong singular message. Great content emotionally

connects with the audience — the social media obsessed audiences. It is a different marketing discipline that requires a different approach. The Huffington Post Partner Studio has developed best-in-class Native offerings that offer true engagement for the desired audiences of our brand partners. Our content insights-driven approach shows the journey of recommended content development that builds out a branded editorial calendar and compli-mentary strategies. In other words, brand partners, we’ve got this.

TRUST: WHY NATIVE ADVERTIS-ING SHOULD NEVER BE EVILStephanie Losee, Executive Director of Branded Content, PoliticoWhen brands, organizations and pub-lishers mislead audiences about who

sponsored the content they’re reading, everyone loses. So why does anyone do it? POLITICO’s Head

of Brand Content and former Managing Editor of Dell, Stephanie Losee, discusses the issue of trust in native advertising from the publisher’s, brand’s, and audience’s point of view.

Your will leave this session withAn understanding of why trust is a key constituent of native advertising, why high standards and quality should be top of the native agenda at all times, and why trust should never be a subject of concern for any of the parties involved when native advertising is done right.

#POWEROFNOWScott Thwaites, EMEA Partner Manager, TwitterScott Thwaites will talk about how human activity on Twitter creates energy patterns similar to real life

energy patterns such as lightning and solar power. Lightening being created by conversation around cultural events and solar power being everyday conversations. Scott will talk about how brands and marketers can harness this power in order to leverage the #PowerofNow.

NATIVE DEFINITIONSClare O’Brien, Senior Programmes ManagerThe definitions of Native and Content-based advertising are vital to establishing a common trading

environment for publishers, brands and agencies. In the UK, they also underpin the industry response to industry legislation. Clare O’Brien will talk about how in the UK – Europe’s highest spending digital ad industry and largest e-commerce retail market – the industry has developed a definitions framework, disclosure guidelines and is now tackling how to measure the value of native and content-based advertising. She’ll also showcase some examples of content and native advertising exposing the diversi-ty of executions and tackle the question of where it’s come from and where it may be going.

THE NEW GOLDEN RULE OF ADVERTISING: EARN YOUR AUDIENCELiz McDonnell, Director of Marketing, The New York Times

The captive audience is a thing of the past. Unlimited on-demand content options, digested second (and

increasingly, third) screens, constantly splinter our at-tention. So how do we capture a consumer’s attention and deliver a clear brand message in a world where fragmentation is constant, social is the new scale and engagement is harder than ever to capture?

Your will leave this session withA better understanding of how to deliver value to readers across a wide variety of publications and platforms by applying editorial and audience devel-opment best practices to your advertising strategies.

WHY NATIVE ADVERTISING IS NOT JUST ANOTHER ‘NEW BLACK’ PHENOMENONRebecca Lieb, Leading Industry Analyst on native Advertising, Conglomotron LLC

In this keynote, Rebecca Lieb will be setting the stage for native advertising. With her multiple research projects on native advertising, she has got the results to show that this discipline is not just another buzzword. It really works. AND it has the potential to become one of the most effective advertising tactics in terms of customer reach and engagement.Rebecca Lieb will help us defi ne native advertising. Even though the term has been in use for a long time, it is not until recently that the industry is start-ing to come together to agree on what it actually is and how it’s done.Additionally, Rebecca will discuss how native impacts four constituencies: brands, publishers, agencies and technology providers.

Your will leave this session withA clear defi nition of native advertising. Also, you will come to understand WHY native is becoming an important tactic to master to get your marketing strategy fl ying. And fi nally, you will get a great boost of best practices.

FROM A 90 SECONDS AD – TO 196 MINUTES WORTH OF BRANDED STORYTELLINGChristian Godske, Group Media Director, CarlsbergLearn more about how the Carlsberg

‘Standing up for a friend’ viral fi lm became a ful-ly-fl edged TV show through AFP; and why the core insight of ‘friendship’ is so relevant to both the target group and to Carlsberg.In addition to the show, we built a unique mobile platform, to enhance not only the experience of

the show through smart 2nd screen solutions – but also made this so that watching the show with your friends (rather than by yourself) would unlock a whole new, social experience.To date the Carlsberg BFF (‘Best Friends Forever’) is still the biggest and most ambitious AFP project in Denmark – and a winner of 8 awards, including the International Format Awards 2015 – for ‘Best Brand Driven Format’Did it work? Yes – not only did beer sales and brand equity increase; the message of ‘friendship’ was also widely recognized and celebrated as a result of this campaign.

You will leave this session withA practical solution to how to turn core insights into engaging storytelling – and why it’s so important to have a purpose greater than just ‘selling more’.A completely new way to look at 2nd screen experiences – and how to ‘socialize’ the big screen (again).A strong business case for branded content and how this drives tangible business results.

NATIVE ADVERTISING – WHERE PAID, OWNED AND EARNED MEDIA CONVERGEGregor Vogelsang, Director of Strategy and Internationalization, C3 - Creative Code and Content

Native advertising is the fi nal element when speaking of an innovative and integrated marketing strategy. A converged process is integral when creating a concept, producing, marketing, and spreading content. Only when all disciplines come together can we actually speak of native storytelling. Not only does this apply to the medium conveying the story, but also to the company representing the story. Gregor Vogelsang presents solutions from the study “Con-verged Media,” showing concrete examples and tips for greater reach and higher user engagement.

A NEW MODEL FOR THE CON-SUMER DECISION JOURNEYClaus Andersen, Managing Director, PhDClaus Andersen will present a new model for the consumer decision jour-

ney. Based on a vast study among Danish consum-ers, Omnicom Media Group has developed a model that not only represents the consumer decision journey, but also the marketing tasks dictated by the different phases of the process.

You will leave this session withA profound new way of seeing the consumer journey. And you may agree with Claus that the AIDA-model is dead. From a media agency view-point, Claus will present his views on how native advertising fi ts the different phases of the process and also how it should be tailored and measured along the way.

RESEARCH-BACKED METHODS FOR CREATING HIGHLY ENGAG-ING CONTENT Kelsey Libert, VP of Marketing, FractlDo you want to create content that resonates with millions of people?

Learn how to create multipurpose content cam-paigns with Harvard Business Review-published author and agency partner Kelsey Libert. In this session, she’ll review her exclusive research-based practices that allowed Fractl and its clients to produce some of the most viral content campaigns on the Internet.

You will leave this session withYou and your team will gain knowledge on how to develop a content strategy that engages thousands and powers your sales funnel.Learn how to tell compelling stories with internal data, surveys and public APIsDiscover the important role of emotions and psy-chology in viral content.

THE POWER OF NATIVE IN ENGAGING AUDIENCESTim Cain, Managing Director, Association of Online PublishersTim Cain will present real case study insight from two projects conducted

by AOP amongst premium content media brands that show how and why content-led advertising engages consumers and delivers signifi cant results for marketers.

You will leave this session withA clear understanding of the key elements that make Native campaigns successful and what to avoid too – you will have guidelines for best prac-tice. You will see how consumers perceive native vs display ads and how the two can work together to create more impact. You will also see how content partnerships work in strengthening existing brand values and repositioning brand perceptions for advertisers.

A SENSIBILITY, NOT A FORMAT: THE ATLANTIC’S EVOLVING APPROACH TO NATIVESam Rosen, VP of Marketing, The AtlanticThe debate over “what” native is

rages on. Editorial, disguised as advertising? Advertising content that’s not only in the voice of the publication, but also on its platform? As one of the fi rst players in native, The Atlantic has lived through its evolution—and has developed a philosophy that allows us to uphold our 158-year tradition while staying on the crest of the wave.

You will leave this session withA sense of how native has evolved over the years—and how The Atlantic has changed, and continues to change, its approach to this rapidly moving fi eld.

NATIVE VIDEO – THE SYNDICATION OPPORTUNITYSimon Kvist Gaulshøj, Market Director at TheOutplayIn this presentation you will hear how video and native are meant to be.

Video holds the opportunity to carry rich, valuable, beautiful, emotional narratives across formats and platforms. Simon will dive into how marketers can optimize their video content for native syndication with the aim of leaving a strong digital footprint. The focus on the presentation will be on how brands and publishers can mutually benefi t from syndicating content to users and not the other way around. You will leave this session withA better understanding of the syndication opportunity that native video holds, but also be better equipped to plan around native video both in terms of content and syndication.

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