fighting the native battle and the rise of content marketing - digiday wtf ad blocking nyc, 1/14/16
TRANSCRIPT
![Page 1: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/1.jpg)
![Page 2: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/2.jpg)
NEWSFLASH:
AD BLOCKING WILL SAVE YOUR CAREER
![Page 3: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/3.jpg)
BIG SIGH!
![Page 4: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/4.jpg)
Education
Creative Innovation
Lawsuits
![Page 5: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/5.jpg)
Let’s play this out shall we? We (brands, agencies, publishers)
are all pretty smart.
![Page 6: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/6.jpg)
Created a million different versions of banner ads and called them digital experiences
Built really clever ad servers
What we have built together …
Taken ads we originally made for TV & print and put them online
Birthed this thing called “native”
… CTR, ER, Viewability, NHT, Time Spent, Social Shares, etc
Created lots of KPI’s
![Page 7: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/7.jpg)
LET’S SCALE THIS BAD BOY!
![Page 8: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/8.jpg)
Algorithms
Smarter measurement
More clever ad servers
Standardization
![Page 9: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/9.jpg)
PROGRAMMATIC
![Page 10: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/10.jpg)
Programmatic Native Wait a second!
Doesn’t native mean customized?
![Page 11: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/11.jpg)
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!
![Page 12: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/12.jpg)
Fooling ourselves Despite all of our brilliance, we’ve left someone behind
…and they’ve been sending us smoke signals
![Page 13: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/13.jpg)
THE PEOPLE RESPONSIBLE FOR ALL OF OUR REVENUE
Viewers
Consumers
Readers
![Page 14: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/14.jpg)
It’s about the What
And the How
![Page 15: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/15.jpg)
NO Ad Server
Ad Blocking means
![Page 16: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/16.jpg)
BRAND
PUBLISHER AGENCY
![Page 17: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/17.jpg)
PURE NATIVE
![Page 18: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/18.jpg)
PURE NATIVE
![Page 19: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/19.jpg)
“NATIVE”
![Page 20: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/20.jpg)
PURE NATIVE
![Page 21: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/21.jpg)
“NATIVE”
![Page 22: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/22.jpg)
PURE NATIVE
![Page 23: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/23.jpg)
![Page 24: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/24.jpg)
“NATIVE”
![Page 25: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/25.jpg)
PURE NATIVE
![Page 26: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/26.jpg)
![Page 27: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/27.jpg)
Back to basics
in context
from a voice the consumer trusts
high quality original content
across hundreds of quality lifestyle sites
scaled through paid social
using the publishing process to distribute…
![Page 28: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/28.jpg)
PURE NATIVE
SCALED THROUGH PAID SOCIAL
![Page 29: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/29.jpg)
HOW TO SAVE OUR CAREERS IN 10 STEPS
![Page 30: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/30.jpg)
Admit the problem: OOPS! We forgot about the consumer! 1
![Page 31: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/31.jpg)
2Hold hands to solve it (brand, agency & publisher)
![Page 32: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/32.jpg)
3Commit to the consumer!
![Page 33: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/33.jpg)
4Then ask them what they want
![Page 34: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/34.jpg)
5Be ready and open for consumers to help us change how we advertise to them
![Page 35: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/35.jpg)
6Empower your agency to lead!
![Page 36: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/36.jpg)
7Commit to content
![Page 37: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/37.jpg)
8And to innovative ways to distribute it: experiment & track with multiple partners
![Page 38: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/38.jpg)
9Invest in consumer relationships. . . it will pay off
![Page 39: Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16](https://reader031.vdocuments.site/reader031/viewer/2022030310/58f9c254760da32f4b8b65ee/html5/thumbnails/39.jpg)
10 Commit to change