Presentation given at BIA/Kelsey "Marketplaces 2010: Vertical and Local" conference (San Diego, CA)

1. Dana Todd
Chief Marketing Officer
dtodd@newsforce.com
Twitter @danatodd
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2. Long-form “pseudo-editorial” content that tells a
story for awareness or persuasion goals
a.k.a:
Digital advertorial “Pay to play” editorial
Sponsored content Product News
Article marketing Content marketing
Branded content Special supplements (in print)
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3. 3

4. $40
$34
$31
Search vs. Display Effective CPM
$30
$30 $28
$25
$26 $22
$20 $18
$10 18X
$3 $2 $2 $1
$0
2005 2006 2007 2008E
Search Banner Ads Rich Media
Note: (1) Search effectiveness here measured by dividing the total search advertising revenue by total search ads impressions (000);
(2) Banner Ad / Rich Media CPM calculated as total banner / rich media advertising revenue divided by total impressions (000).
These metrics are not directly comparable to “Ad Revenue per 1,000 Page Views” data presented in slide 21, since many pages do not
have ads (thus pvs >> impressions). Source: Morgan Stanley Research
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5. Advertisers want their stories told in
“trusted news”
New revenue streams from content
strategists & digital PR
Publisher-side offerings such as
Newsforce allow pubs to set pricing
Easy implementation
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6. Sponsored
content
Eye Tracking Study - Source: Newsforce Engagement Study, Enquiro, 2008 6

7. 60 million unique visitors / 1.5 billion page views monthly
And 100s more!
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8. Mobile, iPad & Kindle:
game changers for
advertorial?
News apps - highest
downloads and retention
Users look at news apps
an average 11x per week
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9. News apps have highest traction
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10. Dana Todd
Newsforce, Inc.
619-459-3603
dtodd@newsforce.com
www.newsforcenetwork.com
Publisher demo site: http://bit.ly/NFdemo
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