Originally presented at the Sharethrough-hosted Chicago Native Ad Summit, 11.15.2013.

1. From echo-chamber headlines
to Meaningful Content
advertising for the modern internet
Dan Greenberg
founder & ceo
@dgreenberg
dan@sharethrough.com

2. In a world where
people check their phones
150 times per day,
we’ve learned to
Love the Feed
for better and for worse.
There’s a movement happening.
From echo-chamber headlines
to Meaningful Content
advertising for the modern internet
Dan Greenberg
founder & ceo
@dgreenberg
dan@sharethrough.com

3. THE AMOUNT OF CONTENT
Once Outpaced Our Ability to Consume All of it
CAPACITY TO
CONSUME
AMOUNT OF
CONTENT
time

4. Enter: THE FEED
Feeds Concentrate Content Into Its Most Atomic Form

5. THE FEED HAS INCREASED OUR
CAPACITY TO CONSUME CONTENT
And We’re Addicted
CAPACITY TO
CONSUME
AMOUNT OF
CONTENT
time
THE RISE OF
FEEDS

6. THE FEED HAS INCREASED OUR
CAPACITY TO CONSUME CONTENT
And We’re Addicted
CAPACITY TO
CONSUME
AMOUNT OF
CONTENT
time
THE RISE OF
FEEDS

7. FOR BETTER: More Informed, More Often
FOR WORSE: Trading Depth of Engagement for Lighter Stimulation

8. FOR BETTER: More Informed, More Often
FOR WORSE: Trading Depth of Engagement for Lighter Stimulation

9. FOR BETTER: More Informed, More Often
FOR WORSE: Trading Depth of Engagement for Lighter Stimulation

10. FOR BETTER: More Informed, More Often
FOR WORSE: Trading Depth of Engagement for Lighter Stimulation

11. “
”
I don't want to live in a society that does these sort of things.
The Edward Snowden Hong Kong Interview

12. Echo Chamber Headlines?
“Across 2.7M tweets,
studies find no correlation
between retweets & clicks.”

13. WE’RE ADDICTED TO THE NEW
We’ve Created a New Habit Without Even Realizing it

14. WE’RE ADDICTED TO THE NEW
We’ve Created a New Habit Without Even Realizing it

15. WHICH MAKES US ADDICTED TO OUR PHONES

16. MEDIATED CONNECTIONS VS HUMAN INTERACTION
“I FORGOT MY PHONE”
23,447,671 VIEWS
WRITTEN BY AND STARRING CHARLENE DEGUZMAN
DIRECTED BY MILES CRAWFORD

17. A NEW HYPOTHESIS:
The popularization of the feed has caused an:
(1) increase in frequency of information &
(2) a decrease in average depth of engagement

18. A NEW HYPOTHESIS:
The popularization of the feed has caused an:
(1) increase in frequency of information &
(2) a decrease in average depth of engagement
CAPACITY TO
CONSUME
AMOUNT OF
CONTENT
THE RISE OF
FEEDS

19. A NEW HYPOTHESIS:
The popularization of the feed has caused an:
(1) increase in frequency of information &
(2) a decrease in average depth of engagement
DEPTH OF
MEANING
CAPACITY TO
CONSUME
AMOUNT OF
CONTENT
THE RISE OF
FEEDS

20. DEPTH OF ENGAGEMENT
The Fall of the Berlin Wall
– 1989 –
time
THE RISE OF
FEEDS

21. DEPTH OF ENGAGEMENT
The LA Riots
– 1992 –
time
THE RISE OF
FEEDS

22. DEPTH OF ENGAGEMENT
The World Wide Web
– 1993 –
THE RISE OF
FEEDS

23. DEPTH OF ENGAGEMENT
The OJ Simpson Trial
– 1994 –
THE RISE OF
FEEDS

24. DEPTH OF ENGAGEMENT
The Subway Series
– 2000 –
THE RISE OF
FEEDS

25. DEPTH OF ENGAGEMENT
September 11th
– 2001 –
THE RISE OF
FEEDS

26. DEPTH OF ENGAGEMENT
Conflict in Syria
– 2013 –
THE RISE OF
FEEDS

27. DEPTH OF ENGAGEMENT
Miley Cyrus at the VMAs
– 2013 –
THE RISE OF
FEEDS

28. A MOVEMENT IS UNDERWAY
From Echo-Chamber Headlines,
Back to Meaningful Stories

29. MEDIUM’S SITE TRAFFIC
03/2013
04/2013
08/2013
10/2013

30. UPWORTHY’S SITE TRAFFIC
11/2012
01/2013
03/2013
04/2013
08/2013

31. Headlines That Telegraph
Emotions Get Far More Clicks
Usually Tampon Ads Give Me Cramps and a
Headache — This One Makes Me Smile

32. Headlines That Telegraph
Emotions Get Far More Clicks
Usually Tampon Ads Give Me Cramps and a
Headache — This One Makes Me Smile
If You Were Looking At The Beautiful Picture This
Guy Is Looking At, You'd Have This Reaction Too

33. Headlines That Telegraph
Emotions Get Far More Clicks
Usually Tampon Ads Give Me Cramps and a
Headache — This One Makes Me Smile
If You Were Looking At The Beautiful Picture This
Guy Is Looking At, You'd Have This Reaction Too
To You, What These Friends Do Will Be
Amazing. To Them, It's No Big Deal

34. From “I’m Feeling Lucky” to “Inspire Me”
A Profound Moment in Time

35. From “I’m Feeling Lucky” to “Inspire Me”
A Profound Moment in Time
I want to be inspired

36. The Google machine is built to organize information,
but is not equipped to surface meaning.
I want to be inspired

37. From:
Answers
I want to be inspired

38. From:
To:
Answers
Meaning

39. From:
“I’m Feeling Lucky”
To:
“Surprise Me”

40. From Answers, to Meaning

41. From Answers, to Meaning

42. From Answers, to Meaning

43. From Answers, to Meaning

44. MEANINGFUL STORIES
“
Medium's mission is to shift our daily
reading habits away from consuming
incremental news bites and towards
engaging with enlightened ideas.
”
– Ev Williams, founder of Twitter & Medium
Photo by Joi Ito

45. MEANINGFUL STORIES

46. MEANINGFUL STORIES

47. THE NEW NORMAL FOR BRANDS
More Content + More Often + Less Depth of Engagement
DEPTH OF
ENGAGEMENT

48. BRANDS THAT WIN
ADD VALUE

49. BRANDS THAT WIN
WIN WITH CONTENT

50. FROM BRAND CONTENT TO IN-FEED ADS

51. FROM BRAND CONTENT TO IN-FEED ADS

53. BRANDS THAT WIN
WIN IN THE FEED

54. BRAND ADVERTISING FOR THE MODERN INTERNET
Is About Content, Distributed in Feeds

55. We power in-feed ads for modern content publishers.

56. Brands Who Want to Create Meaningful Stories
Live or Die by the Feed

57. THANK YOU!
Dan Greenberg
founder & ceo
@dgreenberg
advertising for the modern internet