roundtables & town hall discussions: "native advertising: rekindling the relationship...
TRANSCRIPT
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Bill PearceFormer CMO
Del Monte, Taco Bell, Campbell Soup Co.
MBA Professor, Berkeley
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Native is the word of the year
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Everything is “Native” all of a sudden
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• Form + Function
• Look: similar to the other content
• Location: Within the content feed
• Experience: the same as other content (user-initiated)
What is native?
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5x - 20x5x - 20x the response rates
Native drives better results
Deeper engagementengagement: 50s+ avg.
Versus Banners - Source:
40%40% higher brand lift &
50%50% higher purchase intent
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Native is critical on mobile
Smaller screens mean lower tolerance for interruptive advertising
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Highly visible: native works even better mobile
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• Audiences get a better experience
•Marketers get more effective digital advertising
• Publishers create a premium revenue stream
•Mobile reach + monetization is solved
The results...
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X
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Display vs. Content
Interruption Engagement
Extract Value Provide Value
Selling Telling
Scalable Manual
The engagementengagement area
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Voice
Publisher
Publisher-Brand
Brand
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Discussion....