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Fighting the Native Battle and the Rise of Content Marketing

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NEWSFLASH: AD BLOCKING WILL SAVE YOUR CAREER


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BIG SIGH!


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Lawsuits Education Creative Innovation


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Let’s play this out shall we? We (brands, agencies, publishers) are all pretty smart.


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What we have built together … Taken ads we originally made for TV & print and put them online Built really clever ad servers Created a million different versions of banner ads and called them digital experiences Birthed this thing called “native” Created lots of KPI’s … CTR, ER, Viewability, NHT, Time Spent, Social Shares, etc


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LET’S SCALE THIS BAD BOY!


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More clever ad servers Algorithms Smarter measurement Standardization


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PROGRAMMATIC


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Programmatic Native Wait a second! Doesn’t native mean customized?


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Why is it that every time we figure out how to build a relationship with someone, we are compelled to trade that one solid relationship for 100 more that don’t really matter? We’re so insincere!


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Fooling ourselves Despite all of our brilliance, we’ve left someone behind …and they’ve been sending us smoke signals


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Readers THE PEOPLE RESPONSIBLE FOR ALL OF OUR REVENUE Viewers Consumers


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It’s about the What And the How


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NO Ad Server means Ad Blocking


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BRAND AGENCY PUBLISHER


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PURE NATIVE


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PURE NATIVE


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“NATIVE”


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PURE NATIVE


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“NATIVE”


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PURE NATIVE


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“NATIVE”


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PURE NATIVE


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Back to basics high quality original content in context from a voice the consumer trusts using the publishing process to distribute… across hundreds of quality lifestyle sites scaled through paid social


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PURE NATIVE SCALED THROUGH PAID SOCIAL


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HOW TO SAVE OUR CAREERS IN 10 STEPS


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1 Admit the problem: OOPS! We forgot about the consumer!


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2 Hold hands to solve it (brand, agency & publisher)


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3 Commit to the consumer!


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4 Then ask them what they want


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5 Be ready and open for consumers to help us change how we advertise to them


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6 Empower your agency to lead!


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7 Commit to content


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8 And to innovative ways to distribute it: experiment & track with multiple partners


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9 Invest in consumer relationships. . . it will pay off


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10 Commit to change


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