Breaking Down the 2018 Global Native Advertising Technology Landscape

1. #CMC18 Breaking Down the 2018 Global Native Advertising Technology Landscape Chad Pollitt Co-Founder Relevance A Primer for Publishers, Marketers, Advertisers, Media Buyers and Communicators

2. Co-founder @chadpollitt CHAD POLLITT

3. 1 Content Distribution & Native Advertising 2 Types of Native Advertising 3 Native Advertising Technology Breakdown 4 Native Advertising Best Practices AGENDA

4. #CMC18 1 Content Distribution & Native Advertising

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7. #CMC18 Native Advertising is paid media that matches the form, feel and function of the owned media which surrounds it

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12. #CMC18 Native Advertising

13. #CMC18 $85B on native advertising annually by the year 2020 worldwide brands are forecasted to spend over Adyoulike

14. #CMC18 1:5creation to distribution ratio Ben Young, CEO, Nudge television advertising has a

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17. #CMC18 2017: 272 2018: 40248% YoY Increase

18. #CMC18 2 Types of Native Advertising

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21. #CMC18 1. Long- Form Native Advertising

22. #CMC18 2. Programmatic Native Advertising

23. #CMC18 VS. 3. Non- Programmatic Native Advertising

24. #CMC18 4. Social Media

25. #CMC18 3 Native Advertising Technology Breakdown

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27. #CMC18 Channels

28. #CMC18 39% YoY Growth

30. #CMC18 22% YoY Growth 3% YoY Growth

31. #CMC18 Managed Services Technology/DSPs Agency/Brand

32. #CMC18 Agency/Brand

33. #CMC18 Fastest Growing Category – 50% YoY

35. #CMC18 3rd Party Amazon Adtech is EXPLODING this Year

36. #CMC18 Facebook Messenger joined the club Q1 2018

37. #CMC18 Content Types

38. #CMC18 AR/VR Next Frontier?

39. #CMC18 Highly Specialized Formats

40. #CMC18 Measurement / Intelligence

41. #CMC18 43% YoY Spy Tool Growth

42. #CMC18 Artificial Intelligence is having a major impact in this category

43. #CMC18 Enablement

44. #CMC18 Blockchain Technology can virtually eliminate all waste, fraud and abuse

45. #CMC18 Tools for publishers and some brands

46. #CMC18 4 Native Advertising Best Practices

47. #CMC18 1.Target wisely Best Practices

48. #CMC18 Context Audience Day-Parting Device Type Geo-Location Weather

49. #CMC18 32 years old Lives in NewYork City Interested in: bath time SUGGESTED BID: $0.01-$0.03 32 years old Lives in NewYork City Interested in: first-time moms SUGGESTED BID: $0.38-$0.72

50. #CMC18 Audience Score Teething 0.056 midwife 0.038 afternoon nap 0.036 Toddler bed 0.036 pediatrician 0.026 Peppa Pig 0.024 Funnel cake 0.024 bath time 0.023 greys anatomy 0.018 Audience Score Baby teeth 0.046 Toddlers 0.037 Soccer mom 0.034 Sponge Bob 0.026

51. #CMC18 Peppa Pig: $0.03 bath time: $0.01 teething: $0.04

52. #CMC18 1.Target wisely 2.Write logical and attainable goals Best Practices

53. #CMC18 Share of Voice Brand Awareness Conversions Subscribers, Inquiries, Leads

54. #CMC18 1.Target wisely 2.Write logical and attainable goals 3.Measure what matters Best Practices

55. #CMC18 Native Channel Analysis Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors Facebook $600 $613 1103 $0.56 645 LinkedIn $1,550 $1,458 249 $5.90 212 Twitter $1,600 $1,582 1508 $1.11 108 Outbrain $750 $450 728 $0.62 704 Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead Facebook $1.10 1 $613.04 3 $204.35 LinkedIn $7.94 0 NA 1 $1,457.90 Twitter $16.28 0 NA 0 NA Outbrain $0.64 1 $449.95 8 $56.24

56. #CMC18 Native Channel Analysis Traffic Source Total Budget Total Spend ($) Clicks Spend/Click Unique Visitors Facebook $600 $613 1103 $0.56 645 LinkedIn $1,550 $1,458 249 $5.90 212 Twitter $1,600 $1,582 1508 $1.11 108 Outbrain $750 $450 728 $0.62 704 Traffic Source Spend/Unique # Subscribers Spend/Subscriber # Leads Spend/Lead Facebook $1.10 1 $613.04 3 $20,435.00 LinkedIn $7.94 0 NA 1 $1,457.90 Twitter $16.28 0 NA 0 NA Outbrain $0.64 1 $449.95 8 $56.24

66. #CMC18 1.Native social media is not a cost-effective channel to promote all of your content at scale. Takeaways

67. #CMC18 1.Native social media is not a cost-effective channel to promote all of your content at scale. 2.Programmatic native ad units are. Takeaways

68. #CMC18 1.Native social media is not a cost-effective channel to promote all of your content at scale. 2.Programmatic native ad units are. 3.Use native social media with only your best performing content. Takeaways

69. #CMC18 1.Target wisely 2.Write logical and attainable goals 3.Measure what matters 4.Be careful with terminology Best Practices

70. #CMC18 1/16th of the actions you pay for on social media website traffic can be as little as

71. #CMC18 1.Target wisely 2.Write logical and attainable goals 3.Measure what matters 4.Be careful with terminology 5.Do experiment Best Practices

72. #CMC18 nothing for likes, shares, clicks, follows, favorites, etc. Larry Kim, Founder, Wordstream shared sponsored social media posts cost

73. #CMC18 1.Target wisely 2.Write logical and attainable goals 3.Measure what matters 4.Be careful with terminology 5.Do experiment 6.Pay attention to creative Best Practices

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75. 1. Most industries are in a state of content surplus and require paid and/or earned media for optimum visibility Takeaways

76. 1. Most industries are in a state of content surplus and require paid and/or earned media for optimum visibility 2. There are four types of native advertising: long form, programmatic, non-programmatic and social media Takeaways

77. 1. Most industries are in a state of content surplus and require paid and/or earned media for optimum visibility 2. There are four types of native advertising: long form, programmatic, non-programmatic and social media 3. The native adtech landscape is growing nearly 50% YoY Takeaways

78. 1. Most industries are in a state of content surplus and require paid and/or earned media for optimum visibility 2. There are four types of native advertising: long form, programmatic, non-programmatic and social media 3. The native adtech landscape is growing nearly 50% YoY 4. Target wisely, set goals, measure what matters, watch terminology, experiment, and don’t forget creative Takeaways

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80. #CMC18 chadpollitt.com