Native advertising is one of online publishing's favorite products this year - it's been billed as more effective than traditional online advertising because it deliberately matches the user experience into which it's placed, whereas traditional ads that "pop" out of the content are often easily tuned out. Do the results bear that out? From sponsored tweets and promoted stories to the more subtle sponsored posts of BuzzFeed and now even the Washington Post, native ads are designed to fit the form and function of a publisher's page so that they are less interruptive. How effective are they? And if they truly are a publisher's best monetization tool, how can you package and sell a valuable native advertising product?

1. Native Advertising: Latest Ad Fad, or the Future
of Publishing?
#SMTLive

2. Join the Conversation…
157,345
#SMTLive

3. Our Speakers
Dan Greenberg is the founder and CEO of Sharethrough, an SF-based software company that powers in-feed,
native ads for premium publishers like Time Inc, Hearst, People and brand marketers like Pepsi and P&G.
Named to the 2012 Forbes "30 under 30" list and a regular contributor to TechCrunch & AdAge, Dan comes
from a research background at Stanford in persuasive technology. @dgreenberg
Jack Krawczyk is the Director of Product Management at Pandora, where he is focused on leading the
product technology team that is responsible for delivering advertising solutions. Prior to joining Pandora, Jack
was the Head of Monetization at StumbleUpon, where he was responsible for the product management of
advertising and partnership solutions. @JackK
Tessa Gould is The Huffington Post Media Group's Director of Native Ad Product, managing all aspects of
The HuffPost's native offering, including product strategy & development, as well as the in-house brand
creativeagency she pioneered, HuffPost Partner Studio, which is a team of talented writers, editors, designers
and strategists dedicated to helping brands create quality branded content on The Huffington Post.
@TessaG_Tweets
Lauren Drell is the Branded Content Editor at Mashable, where she manages advertiser-supported content
campaigns and writes and edits custom content. Lauren holds a B.A. from the University of Pennsylvania and
an M.S.J. from Northwestern University’s Medill School of Journalism. @drelly
Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in
generating demand and creating buzz for leading technology, consumer products, financial services and
professional services organizations. @PaulDunay
#SMTLive

10. The Story
Behind Native
Advertising
Jack Krawczyk
@jackk
November 14, 2013

11. Native Advertising:
Paying for the right to
become part of the
primary user experience.
11

12. Reach of #1 TV Show in US vs Total # of TV Stations
1400
30
1200
25
1000
20
800
15
600
10
400
5
200
0
0
% reach
Source: Nielsen, TVB
# of commercial TV stations
# of commercial TV stations
1600
35
% reach
40

13. Audience fragmentation
Audience
leaves content producers
earning less…
Content
Producer
Studio
Network
…and brands paying
Brand
more to reach their target
audience.

14. 14

19. Pandora
Twitter
Facebook
Pinterest
YouTube
Publishers
-> Audio [stations]
-> Tweets
-> Posts
-> Pins
-> Videos [channels]
-> Articles

20. NATIVE ADVERTISING
SOCIALMEDIA TODAY
WEBINAR

21. FOOD FOR THOUGHT: RAISING
AWARENESS ABOUT FOOD
IN THE 3 WEEKS SINCE
LAUNCH….
2.6M
PAGE VIEWS
540K
UNIQUE VISITORS
1.1M
SOCIAL ACTIONS
43%
INTERACTION RATE
21

22. IT’S TIME FOR A NEW
CONVERSATION ABOUT FOOD
“…this isn't about Chipotle vs. McDonald's.
Instead, it's an indication that people are more
aware than ever of the impact that food has on
people, animals and the environment…. sharing
Chipotle's vision and making people curious
goes only so far. The next step is feeding that
curiosity with information”
Mark Crumpacker, Chipotle CMO
7.8K
PAGE VIEWS
4.1K
SOCIAL ACTIONS
72%
52%
PAGE VIEWS FROM
SOCIAL & SEARCH
INTERACTION RATE
22

23. INFOGRAPHIC: WHAT GMO
LABELING MEANS TO YOU
3.1K 278
SOCIAL ACTIONS
COMMENTS
23

24. Mashable helps brands become a
premium content creators and optimizes
distribution across digital platforms.
We tell stories that resonate with the
Connected Generation.

25. Q: What kind of content can my brand use to engage consumers?
A: Interesting and sharable content.
-
Utility (tips, tricks, lifehacks)
Longform (#longreads)
Podcasts
Infographics
Short-Form Video
Documentary Video
Spotify Playlists
Vine + Instagram
Social Media Contests

26. Custom Content / Why It Works
We understand what content
resonates most with our audience.
The content we produce for
partners is native to Mashable’s
editorial flow and voice, and aligns
brand messages directly with our
community.
Custom content is written by our
editorial team and upholds the
highest standards of journalistic
integrity.

27. Mashable BrandLab
Mashable’s Branded Content is
created by the editorial team and
native to the site’s editorial flow.
1. Develop
-
Sharable, compelling content
Brand alignment
Target audience
Text, video, longform, podcasts, infographics
, community challenges
2. Distribute
-
Share to relevant social platforms
Engage in conversation
3. Analyze
-
Brand lift
Intent to purchase
Success Metrics:
-
1.5x time spent
2.5x shares
4x PVs
2x CTR
305% brand lift

28. Distribution Is Essential
Your content strategy means nothing
If people don’t see it!

29. Branded Content Success Stories

30. Join the Conversation…
157,345
#SMTLive

31. Our Speakers
Dan Greenberg is the founder and CEO of Sharethrough, an SF-based software company that powers infeed, native ads for premium publishers like Time Inc, Hearst, People and brand marketers like Pepsi and P&G.
Named to the 2012 Forbes "30 under 30" list and a regular contributor to TechCrunch & AdAge, Dan comes
from a research background at Stanford in persuasive technology. @dgreenberg
Jack Krawczyk is the Director of Product Management at Pandora, where he is focused on leading the
product technology team that is responsible for delivering advertising solutions. Prior to joining Pandora, Jack
was the Head of Monetization at StumbleUpon, where he was responsible for the product management of
advertising and partnership solutions. @JackK
Tessa Gould is The Huffington Post Media Group's Director of Native Ad Product, managing all aspects of
The HuffPost's native offering, including product strategy & development, as well as the in-house brand
creativeagency she pioneered, HuffPost Partner Studio, which is a team of talented writers, editors, designers
and strategists dedicated to helping brands create quality branded content on The Huffington Post.
@TessaG_Tweets
Lauren Drell is the Branded Content Editor at Mashable, where she manages advertiser-supported content
campaigns and writes and edits custom content. Lauren holds a B.A. from the University of Pennsylvania and
an M.S.J. from Northwestern University’s Medill School of Journalism. @drelly
Paul Dunay, moderator, is an award-winning B2B marketing expert with more than 20 years’ success in
generating demand and creating buzz for leading technology, consumer products, financial services and
professional services organizations. @PaulDunay
#SMTLive

32. Join us next week for…
11/19 Socially Driven Collaboration: How Social Business is Changing The
Roles of Marketing and IT
http://socialmediatoday.com/social-business-research-study-2013-webinar