1. “Native
Advertising”
Dr. Augustine Fou @acfou
http://linkedin.com/in/augustinefou
Marketing Science Consulting Group, Inc.
New York, NY 646 867 0826
-1- Augustine Fou

2. Native (Social) Advertising
BIA/Kelsey defines
native social
advertising as
“branded content
integrated directly
within a social
network’s standard
user experience
(i.e., the Facebook
newsfeed or Twitter
stream), rather than
positioned in
reserved advertising
real estate.”
Source: BIA/Kelsey, April 10, 2013
-2- Augustine Fou

3. “Native Revenues” vs
“Ad Supported”
Companies where users value them enough to
actually pay for their services (e.g. via
subscriptions) are performing better in the long
run than companies that must support their
business with ads paid for by others trying to
reach their users.
- Dr. Augustine Fou
-3- Augustine Fou

4. 1-Year Side-by-Side Comparison
Native revenues
LNKD +9%
FB -27%
P -30%
DMD -23%
Ad-supported
ZNGA -68%
revenues
WBMD -69%
GRPN -73%
-4- Augustine Fou

5. Native Value of Products
vs Associative and Foreign
native associative foreign
native value: product associative value: related to foreign value: value
features, functionality, desi the use of the product – e.g. artificially attached to
gn – e.g. iphone apps for iPhone, Nike+ products – e.g. loyalty
points
-5- Augustine Fou

6. Related Articles
Native Monetization
By: Augustine Fou, July 24, 2012
Native Value of Products
By: Augustine Fou, September 12, 2012
-6- Augustine Fou

7. Dr. Augustine Fou – Chief Digital Strategist
“I advise clients on not only reaching but
also engaging their customers through
digital channels in authentic and valuable
ways. This keeps them coming back for
more (compared with one-way channels
like TV or print advertising.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: http://linkd.in/augustinefou
-7- @acfou Augustine Fou