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Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16

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Fighting the native battle and the rise of content marketing - Digiday WTF Ad Blocking NYC, 1/14/16

  1. NEWSFLASH: AD BLOCKING WILL SAVE YOUR CAREER
  2. BIG SIGH!
  3. Education Creative Innovation Lawsuits
  4. Let’s play this out shall we? We (brands, agencies, publishers) are all pretty smart.
  5. Created a million different versions of banner ads and called them digital experiences Built really clever ad servers What we have built together … Taken ads we originally made for TV & print and put them online Birthed this thing called “native” … CTR, ER, Viewability, NHT, Time Spent, Social Shares, etc Created lots of KPI’s
  6. LET’S SCALE THIS BAD BOY!
  7. Algorithms Smarter measurement More clever ad servers Standardization
  8. PROGRAMMATIC
  9. Programmatic Native Wait a second! Doesn’t native mean customized?
  10. Why is it that every time we figure out how to build a relationship with someone, we are compelled to trade that one solid relationship for 100 more that don’t really matter? We’re so insincere!
  11. Fooling ourselves Despite all of our brilliance, we’ve left someone behind …and they’ve been sending us smoke signals
  12. THE PEOPLE RESPONSIBLE FOR ALL OF OUR REVENUE Viewers Consumers Readers
  13. It’s about the What And the How
  14. NO Ad Server Ad Blocking means
  15. BRAND PUBLISHERAGENCY
  16. PURE NATIVE
  17. PURE NATIVE
  18. “NATIVE”
  19. PURE NATIVE
  20. “NATIVE”
  21. PURE NATIVE
  22. “NATIVE”
  23. PURE NATIVE
  24. Back to basics in context from a voice the consumer trusts high quality original content across hundreds of quality lifestyle sites scaled through paid social using the publishing process to distribute…
  25. PURE NATIVE SCALED THROUGH PAID SOCIAL
  26. HOW TO SAVE OUR CAREERS IN 10 STEPS
  27. Admit the problem: OOPS! We forgot about the consumer! 1
  28. 2Hold hands to solve it (brand, agency & publisher)
  29. 3Commit to the consumer!
  30. 4Then ask them what they want
  31. 5Be ready and open for consumers to help us change how we advertise to them
  32. 6Empower your agency to lead!
  33. 7Commit to content
  34. 8And to innovative ways to distribute it: experiment & track with multiple partners
  35. 9Invest in consumer relationships. . . it will pay off
  36. 10Commit to change

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