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7 Pieces of Content You Didn't Notice Were Ads

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Ad always find its way to get a piece of our attention.
Now that includes our regularly-consumed content.

Publicada em: Marketing
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7 Pieces of Content You Didn't Notice Were Ads

  1. *Michonne being native (blending and walking with Walkers) - The Walking Dead TV Series Photo: Gene Page/AMC
  2. CopybloggerSharethrough
  3. Source: 2,000+ respondents of the 2014 State of Native Ad Report
  4. Source: 2,000+ respondents of the 2014 State of Native Ad Report
  5. Source: 2,000+ respondents of the 2014 State of Native Ad Report
  6. Source: marketoonist.com
  7. 1. “ORANGE IS THE NEW BLACK” on The New York Timesby Netflix A fictional series of women-in-prison, based on a memoir. A good example of how a native ad can look and feel like an organic piece of the publisher’s site.
  8. well-chosen topics well-chosen outlets Icon by Arthur Shlain on The Noun Project WHY IT WORKS
  9. Paid post disclosure CONTENT ANATOMY
  10. Various content types (video, audio, infographics) CONTENT ANATOMY
  11. CONTENT ANATOMY Cross linking to other articles recommended by Netflix Call to Action
  12. on Forbesby GAP International A business article that never once mentioned the brand, other than to define the CEO title in the byline and to give a link to a longer whitepaper. 2. “THE SIX DEFINING TRAITS OF THE SUCCESSFUL 21st CENTURY ORGANIZATION”
  13. WHY IT WORKS The article read as if it’s part of any other section of the site. Icon by Dmitriy Podluzny at The Noun Project
  14. CONTENT ANATOMY Utilising a feature named BrandVoice to display the brand profile Focusing on a certain category
  15. CONTENT ANATOMY Cross linking to other articles from the same category Consistent tone and manner
  16. CONTENT ANATOMY Clear proposition Clear Call to Action
  17. on Buzzfeedby HBO 3. “HOW WOULD YOU DIE IN GAME OF THRONES?” A smart quiz that looks and works just like the publisher’s popular interactive feature.
  18. WHY IT WORKS Integration with the publisher’s well-known characteristic. Icon is created by Max Miner and Yaroslav Samoilov on The Noun Project
  19. CONTENT ANATOMY Social media widget from the HBO’s Game of Thrones Buzzfeed’s special feature for brand profile: Brand Publisher
  20. CONTENT ANATOMY Standardized format of Buzzfeed’s quiz Cross linking to related topics
  21. on Mashableby MasterCard A number of data visualizations to paint a comprehensive picture of our personal connection to our phones by highlighting different facets of the story. 4. “MOBILE-MINDED”
  22. Effective content format to change the brand perception from a credit card company into a tech company. WHY IT WORKS Icon by Nathan David Smith on The Noun Project
  23. CONTENT ANATOMY Insightful infographics
  24. on SB Nationby Nike Video series documenting six pro football athletes crashing football practice at their old high schools and dishing some much-needed advice. 5. “FIRST & LONG”
  25. WHY IT WORKS High level of interactivity due to the shorter “hype” clips designed to motivate any student athlete, where users can sign up for a “pep talk” from one of the six players. Icon by Cédric Villain & Pedro Nakazato Andrade
  26. CONTENT ANATOMY Widescreen video with caption
  27. CONTENT ANATOMY Interactive feature where user can sign up for a “pep talk” from one of the six players
  28. on Thrillistby General Electric, Jack Thread, and Android Homme A 45th anniversary bash of the moon landing on Thrillist’s tech/gear site Supercompressor. 6. “THE LUNAR FOOTPRINT”
  29. WHY IT WORKS Thrillist strategically leverages native partnerships with GE, JackThreads, and Android Homme in order to tell its story. Icon by Chance Smith on The Noun Project
  30. CONTENT ANATOMY Comprehensive landing page with consistent tone and manner
  31. CONTENT ANATOMY The combination of science and fashion, supported by infographics and social media widget
  32. CONTENT ANATOMY Cross linking to other articles (left) and sticky social media widget (right)
  33. on Micby Cole Haan 7. “HISTORY BEGINS HERE” Blog stories that garnered significant social engagement, with many pieces averaging thousands of social shares (most of them on Facebook).
  34. WHY IT WORKS The brand selflessly steps aside to let people share empowering stories for the next generation of science and tech innovators. Icon by Till Teenck on The Noun Project
  35. Various topics powered by the main keyword: “empowering” CONTENT ANATOMY
  36. CONTENT ANATOMY Video as supporting content in every article Cross linking to other articles
  37. Copyblogger WordStream BarnRaisers Outbrain Mashable
  38. communicaption.com hello@communicaption.com t: @communicaption slideshare.net/communicaption communicaption

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