why native is the undeniable future of monetization
Post on 19-Oct-2014
50.149 views
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TRANSCRIPT
In the year 2000...
* Not Native
*
*
Today!
* Not Native
0%
1%
3%
4%
5%
6%
8%
9%
10%
2000 2002 2004 2006 2008 2010 2012 2015 2020*
The Great CTR Decline
Let’s think different
*
*
**
*
Ain’t gonna happen.
*
*
*
*
Ain’t gonna happen.
Native!*
* Native!
* Native!
*
* Native!
Major Publishers Have Gone Native
Native Matters...
Because we’re blind to banners
Website eyetracking heatmap conducted on NYtimes.com
- Howard Luck Gossage, 1969(“the Advertising Socrates of San Francisco”)
*
“Nobody reads advertising. People read what they want to read
and sometimes it’s an ad.”
What is Native Advertising?*
*
What is Native Advertising?*
VISUALLY INTEGRATED Built into the user experience
CHOICE Not interruptive & annoying
CONTENT Promotes brand content that creates value for the user
*
*
*
For Advertisers Distribute brand video content
through native ad inventory
For Publishers Generate new revenue using native monetization
*
*
*
*
Native is the Undeniable Future
*
I will have complete control over what I
read & watch
Users will have to choose to engage with brand content
IF THEN
*
CONTROL CHOICEnative*1
Publishers need to monetize without hurting their user
experience
Publishers must align their business model and revenue model
IF THEN
*
USER EXPERIENCE INTEGRATEDnative*2
Interruption won’t work forever
Brands must deliver content that creates value
IF THEN
*
NO INTERRUPTION CONTENTnative*3
Nativeis already
here
**
Introducing....
The Native Monetization
Framework
BrandBuilding
DirectResponse
A d v e r t i s i n gNative
*Open*Closed
VideosPromoted
Posts & StoriesPromoted
Music &Playlists
Promoted
ImagesPromoted
WebsitesPromoted
ListingsPromoted
Curated by
Most recent version can be found online at http://www.sharethrough.com/NativeAdFramework
Sharethrough Promoted Videos work
18xHigher than above
industry brand lift norms
Leading Brands Are On Board
