From echo-chamber headlines

to Meaningful Content

advertising for the modern internet

Dan Greenberg
founder & ceo
@dgre...
In a world where
people check their phones
150 times per day,
we’ve learned to

Love the Feed
for better and for worse.
Th...
THE AMOUNT OF CONTENT
Once Outpaced Our Ability to Consume All of it

CAPACITY TO
CONSUME

AMOUNT OF
CONTENT

time
Enter: THE FEED
Feeds Concentrate Content Into Its Most Atomic Form
THE FEED HAS INCREASED OUR
CAPACITY TO CONSUME CONTENT
And We’re Addicted

CAPACITY TO
CONSUME

AMOUNT OF
CONTENT

time

T...
THE FEED HAS INCREASED OUR
CAPACITY TO CONSUME CONTENT
And We’re Addicted

CAPACITY TO
CONSUME

AMOUNT OF
CONTENT

time

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

”

I don't want to live in a society that does these sort of things.
The Edward Snowden Hong Kong Interview
Echo Chamber Headlines?

“Across 2.7M tweets,
studies find no correlation
between retweets & clicks.”
WE’RE ADDICTED TO THE NEW
We’ve Created a New Habit Without Even Realizing it
WE’RE ADDICTED TO THE NEW
We’ve Created a New Habit Without Even Realizing it
WHICH MAKES US ADDICTED TO OUR PHONES
A NEW HYPOTHESIS:

The popularization of the feed has caused an:
(1) increase in frequency of information &
(2) a decrease...
A NEW HYPOTHESIS:
The popularization of the feed has caused an:
(1) increase in frequency of information &
(2) a decrease ...
A NEW HYPOTHESIS:
The popularization of the feed has caused an:
(1) increase in frequency of information &
(2) a decrease ...
DEPTH OF ENGAGEMENT
The Fall of the Berlin Wall
– 1989 –

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

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

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

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

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

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

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

THE RISE OF
FEEDS
A MOVEMENT IS UNDERWAY

From Echo-Chamber Headlines,
Back to Meaningful Stories
MEDIUM’S SITE TRAFFIC

03/2013

04/2013

08/2013

10/2013
UPWORTHY’S SITE TRAFFIC

11/2012

01/2013

03/2013

04/2013

08/2013
Headlines That Telegraph
Emotions Get Far More Clicks

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

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

Usually Tampon Ads Give Me Cramps and a
Headache — This One Makes M...
From “I’m Feeling Lucky” to “Inspire Me”
A Profound Moment in Time
From “I’m Feeling Lucky” to “Inspire Me”
A Profound Moment in Time

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

Answers
I want to be inspired
From:

To:

Answers

Meaning
From:

“I’m Feeling Lucky”

To:

“Surprise Me”
From Answers, to Meaning
From Answers, to Meaning
From Answers, to Meaning
From Answers, to Meaning
MEANINGFUL STORIES

“

Medium's mission is to shift our daily
reading habits away from consuming
incremental news bites an...
MEANINGFUL STORIES
MEANINGFUL STORIES
THE NEW NORMAL FOR BRANDS
More Content + More Often + Less Depth of Engagement
DEPTH OF
ENGAGEMENT
BRANDS THAT WIN

ADD VALUE
BRANDS THAT WIN

WIN WITH CONTENT
FROM BRAND CONTENT TO IN-FEED ADS
BRANDS THAT WIN

WIN IN THE FEED
BRAND ADVERTISING FOR THE MODERN INTERNET

Is About Content, Distributed in Feeds
We power in-feed ads for modern content publishers.
Brands Who Want to Create Meaningful Stories
Live or Die by the Feed
THANK YOU!
Dan Greenberg
founder & ceo
@dgreenberg

advertising for the modern internet
From Echo Chamber Headlines to Meaningful Content — Sharethrough Native Ad Summit, Chicago 2013
From Echo Chamber Headlines to Meaningful Content — Sharethrough Native Ad Summit, Chicago 2013
From Echo Chamber Headlines to Meaningful Content — Sharethrough Native Ad Summit, Chicago 2013
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From Echo Chamber Headlines to Meaningful Content — Sharethrough Native Ad Summit, Chicago 2013

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

Published in: Technology, Business
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From Echo Chamber Headlines to Meaningful Content — Sharethrough Native Ad Summit, Chicago 2013

  1. 1. From echo-chamber headlines to Meaningful Content advertising for the modern internet Dan Greenberg founder & ceo @dgreenberg dan@sharethrough.com
  2. 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. 3. THE AMOUNT OF CONTENT Once Outpaced Our Ability to Consume All of it CAPACITY TO CONSUME AMOUNT OF CONTENT time
  4. 4. Enter: THE FEED Feeds Concentrate Content Into Its Most Atomic Form
  5. 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. 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. 7. FOR BETTER: More Informed, More Often FOR WORSE: Trading Depth of Engagement for Lighter Stimulation
  8. 8. FOR BETTER: More Informed, More Often FOR WORSE: Trading Depth of Engagement for Lighter Stimulation
  9. 9. FOR BETTER: More Informed, More Often FOR WORSE: Trading Depth of Engagement for Lighter Stimulation
  10. 10. FOR BETTER: More Informed, More Often FOR WORSE: Trading Depth of Engagement for Lighter Stimulation
  11. 11. “ ” I don't want to live in a society that does these sort of things. The Edward Snowden Hong Kong Interview
  12. 12. Echo Chamber Headlines? “Across 2.7M tweets, studies find no correlation between retweets & clicks.”
  13. 13. WE’RE ADDICTED TO THE NEW We’ve Created a New Habit Without Even Realizing it
  14. 14. WE’RE ADDICTED TO THE NEW We’ve Created a New Habit Without Even Realizing it
  15. 15. WHICH MAKES US ADDICTED TO OUR PHONES
  16. 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. 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. 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. 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. 20. DEPTH OF ENGAGEMENT The Fall of the Berlin Wall – 1989 – time THE RISE OF FEEDS
  21. 21. DEPTH OF ENGAGEMENT The LA Riots – 1992 – time THE RISE OF FEEDS
  22. 22. DEPTH OF ENGAGEMENT The World Wide Web – 1993 – THE RISE OF FEEDS
  23. 23. DEPTH OF ENGAGEMENT The OJ Simpson Trial – 1994 – THE RISE OF FEEDS
  24. 24. DEPTH OF ENGAGEMENT The Subway Series – 2000 – THE RISE OF FEEDS
  25. 25. DEPTH OF ENGAGEMENT September 11th – 2001 – THE RISE OF FEEDS
  26. 26. DEPTH OF ENGAGEMENT Conflict in Syria – 2013 – THE RISE OF FEEDS
  27. 27. DEPTH OF ENGAGEMENT Miley Cyrus at the VMAs – 2013 – THE RISE OF FEEDS
  28. 28. A MOVEMENT IS UNDERWAY From Echo-Chamber Headlines, Back to Meaningful Stories
  29. 29. MEDIUM’S SITE TRAFFIC 03/2013 04/2013 08/2013 10/2013
  30. 30. UPWORTHY’S SITE TRAFFIC 11/2012 01/2013 03/2013 04/2013 08/2013
  31. 31. Headlines That Telegraph Emotions Get Far More Clicks Usually Tampon Ads Give Me Cramps and a Headache — This One Makes Me Smile
  32. 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. 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. 34. From “I’m Feeling Lucky” to “Inspire Me” A Profound Moment in Time
  35. 35. From “I’m Feeling Lucky” to “Inspire Me” A Profound Moment in Time I want to be inspired
  36. 36. The Google machine is built to organize information, but is not equipped to surface meaning. I want to be inspired
  37. 37. From: Answers I want to be inspired
  38. 38. From: To: Answers Meaning
  39. 39. From: “I’m Feeling Lucky” To: “Surprise Me”
  40. 40. From Answers, to Meaning
  41. 41. From Answers, to Meaning
  42. 42. From Answers, to Meaning
  43. 43. From Answers, to Meaning
  44. 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. 45. MEANINGFUL STORIES
  46. 46. MEANINGFUL STORIES
  47. 47. THE NEW NORMAL FOR BRANDS More Content + More Often + Less Depth of Engagement DEPTH OF ENGAGEMENT
  48. 48. BRANDS THAT WIN ADD VALUE
  49. 49. BRANDS THAT WIN WIN WITH CONTENT
  50. 50. FROM BRAND CONTENT TO IN-FEED ADS
  51. 51. FROM BRAND CONTENT TO IN-FEED ADS
  52. 52. BRANDS THAT WIN WIN IN THE FEED
  53. 53. BRAND ADVERTISING FOR THE MODERN INTERNET Is About Content, Distributed in Feeds
  54. 54. We power in-feed ads for modern content publishers.
  55. 55. Brands Who Want to Create Meaningful Stories Live or Die by the Feed
  56. 56. THANK YOU! Dan Greenberg founder & ceo @dgreenberg advertising for the modern internet

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