Why Native is the Undeniable Future of Monetization
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This document discusses why native advertising is the future of monetization. It notes that click-through rates for traditional display ads have declined significantly since 2000 as users ignore banner ads. Native advertising integrates sponsored content seamlessly into users' experience through formats like promoted videos, posts, and articles. Major publishers have adopted native ads to generate revenue without hurting the user experience. The document introduces the Native Monetization Framework for helping brands and publishers utilize native advertising through both open formats for brand building and closed formats for direct response. It provides an example of how promoted videos on Sharethrough achieved an 18x higher brand lift than industry norms.
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Why Native is the Undeniable Future of Monetization
- 1. Why native advertising is the undeniable future of monetization Dan Greenberg CEO dan@sharethrough.com @dgreenberg
- 2. In the year 2000... * Not Native *
- 3. Today! * Not Native *
- 4. 10% The Great CTR Decline 9% 8% 6% 5% 4% 3% 1% 0% * 2000 2002 2004 2006 2008 2010 2012 2015 2020
- 6. *
- 7. *
- 8. Ain’t gonna happen. *
- 9. *
- 10. *
- 11. Ain’t gonna happen. *
- 12. * Native!
- 13. * Native!
- 14. * Native!
- 15. *
- 16. * Native!
- 17. Major Publishers Have Gone Native
- 18. Native Matters... Website eyetracking heatmap conducted on NYtimes.com Because we’re blind to banners
- 19. “Nobody reads advertising. People read what they want to read and sometimes it’s an ad.” * - Howard Luck Gossage, 1969 (“the Advertising Socrates of San Francisco”)
- 20. What is Native* Advertising? *
- 21. What is Native* Advertising? VISUALLY Built into the user experience INTEGRATED * CHOICE * Not interruptive & annoying CONTENT * Promotes brand content that creates value for the user
- 22. * For Advertisers For Publishers Distribute brand video content Generate new revenue using through native ad inventory native monetization
- 23. *
- 24. *
- 25. *
- 26. Native is the Undeniable Future *
- 27. IF THEN native CONTROL 1 CHOICE* I will have complete Users will have to control over what I choose to engage read & watch with brand content *
- 28. IF THEN native USER EXPERIENCE 2 INTEGRATED * Publishers need to Publishers must align monetize without their business model hurting their user and revenue model experience *
- 29. IF THEN native NO INTERRUPTION 3 CONTENT * Interruption won’t Brands must deliver work forever content that creates value *
- 30. * Native * is already here
- 31. Introducing.... The Native Monetization Framework
- 32. Native *Closed *Open Advertising Brand Building Promoted Videos Promoted Posts & Stories Promoted Music & Playlists Promoted Images Promoted Websites Promoted Listings Direct Response Most recent version can be found online at Curated by http://www.sharethrough.com/NativeAdFramework
- 33. Sharethrough Promoted Videos work Leading Brands Are On Board 18x Higher than above industry brand lift norms
- 34. Thanks! Dan Greenberg CEO dan@sharethrough.com @dgreenberg
Editor's Notes
- The mini-pitch/overview before the pitch (these talking points while new Dr. Seuss slide is showing): Brands are investing a lot of money to create original branded video content. They then post this content to their own site as well as their social media pages on Facebook, YouTube, and Twitter. They also use paid media, like YouTube Sponsored Videos and Facebook Sponsored Stories, to drive traffic and awareness of their original content. Brands & agencies partner with Sharethrough because we can deliver similar Sponsored Video ad opportunities across the rest of the web. Our ad units are non-IAB standard & directly integrated into the experience of our participating sites, also known as Native placements, which produce exponentially higher engagement rates.\n\n
- The mini-pitch/overview before the pitch (these talking points while new Dr. Seuss slide is showing): Brands are investing a lot of money to create original branded video content. They then post this content to their own site as well as their social media pages on Facebook, YouTube, and Twitter. They also use paid media, like YouTube Sponsored Videos and Facebook Sponsored Stories, to drive traffic and awareness of their original content. Brands & agencies partner with Sharethrough because we can deliver similar Sponsored Video ad opportunities across the rest of the web. Our ad units are non-IAB standard & directly integrated into the experience of our participating sites, also known as Native placements, which produce exponentially higher engagement rates.\n\n
- The mini-pitch/overview before the pitch (these talking points while new Dr. Seuss slide is showing): Brands are investing a lot of money to create original branded video content. They then post this content to their own site as well as their social media pages on Facebook, YouTube, and Twitter. They also use paid media, like YouTube Sponsored Videos and Facebook Sponsored Stories, to drive traffic and awareness of their original content. Brands & agencies partner with Sharethrough because we can deliver similar Sponsored Video ad opportunities across the rest of the web. Our ad units are non-IAB standard & directly integrated into the experience of our participating sites, also known as Native placements, which produce exponentially higher engagement rates.\n\n
- The mini-pitch/overview before the pitch (these talking points while new Dr. Seuss slide is showing): Brands are investing a lot of money to create original branded video content. They then post this content to their own site as well as their social media pages on Facebook, YouTube, and Twitter. They also use paid media, like YouTube Sponsored Videos and Facebook Sponsored Stories, to drive traffic and awareness of their original content. Brands & agencies partner with Sharethrough because we can deliver similar Sponsored Video ad opportunities across the rest of the web. Our ad units are non-IAB standard & directly integrated into the experience of our participating sites, also known as Native placements, which produce exponentially higher engagement rates.\n\n
- dermatologists were angry\n
- 10 years later, and those dermatologists are still angry! \n\nSame ads, we’ve just learned to ignore them.\n\n\n
- We all know the story about how CTR’s are declining every year. \nNew generations are born with banner blindness\nDeath of the banner!\n\n\n
- So instead of talking about what doesn’t work, let’s talk about what IS working\n
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- I don’t know any inside info, but if I was thinking of monetization strategy...here’s what WILL work\n
- I don’t know any inside info, but if I was thinking of monetization strategy...here’s what WILL work\n
- I don’t know any inside info, but if I was thinking of monetization strategy...here’s what WILL work\n
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- Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
- Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
- Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
- Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
- Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
- Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
- Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
- Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
- Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
- Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
- Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
- Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
- Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
- Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
- Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
- Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
- Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
- Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
- Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
- Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
- Sharethrough’s native placements are located where readers’ attention is focused, within the editorial column.\n
- Sharethrough’s native placements are located where readers’ attention is focused, within the editorial column.\n
- Sharethrough’s native placements are located where readers’ attention is focused, within the editorial column.\n
- Sharethrough’s native placements are located where readers’ attention is focused, within the editorial column.\n
- Sharethrough’s native placements are located where readers’ attention is focused, within the editorial column.\n
- Sharethrough’s native placements are located where readers’ attention is focused, within the editorial column.\n
- What’s similar about all of these ad experiences? They’re all about promoting brand CONTENT, not annoying ads.\n\n
- What else do all of these native ad experiences have in common?\n
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- Sharethrough is about distributing brand content, not ads. We distribute brand video content through native ad inventory.\n
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- Let me explain to you why I believe Native is the only viable future for advertising\n
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- native is already here. \n\nwhat i’m trying to do is help frame the conversation\n
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