John McCarus from Federated Media's presentation from the WTF Ad Blocking event in NYC - January 14, 2016.

2. NEWSFLASH:
AD BLOCKING WILL SAVE
YOUR CAREER

3. BIG SIGH!

4. Education
Creative Innovation
Lawsuits

5. Let’s play this out shall we?
We (brands, agencies, publishers)
are all pretty smart.

6. 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Taken ads we originally made for TV & print and put them online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

7. LET’S SCALE THIS
BAD BOY!

8. Algorithms
Smarter measurement
More clever ad servers
Standardization

9. PROGRAMMATIC

10. Programmatic Native
Wait a second!
Doesn’t native mean customized?

11. 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!

12. Fooling ourselves
Despite all of our brilliance, we’ve left someone behind
…and they’ve been sending us smoke signals

13. THE PEOPLE
RESPONSIBLE FOR ALL
OF OUR REVENUE
Viewers
Consumers
Readers

14. It’s about the What
And the How

15. NO
Ad Server
Ad Blocking
means

16. BRAND
PUBLISHERAGENCY

17. PURE NATIVE

18. PURE NATIVE

19. “NATIVE”

20. PURE NATIVE

21. “NATIVE”

22. PURE NATIVE

24. “NATIVE”

25. PURE NATIVE

27. 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…

28. PURE NATIVE
SCALED THROUGH
PAID SOCIAL

29. HOW TO SAVE OUR CAREERS IN 10 STEPS

30. Admit the problem: OOPS!
We forgot about the consumer!
1

31. 2Hold hands to solve it (brand, agency & publisher)

32. 3Commit to the consumer!

33. 4Then ask them what they want

34. 5Be ready and open for consumers to help us change
how we advertise to them

35. 6Empower your agency to lead!

36. 7Commit to content

37. 8And to innovative ways to distribute it:
experiment & track with multiple partners

38. 9Invest in consumer relationships. . . it will pay off

39. 10Commit to change