The Behavior Change Model & The Secret Science Behind Native Advertising

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Originally presented at Robert Redford's Sundance Summit for climate change.

Big credit to BJ Fogg for the underlying behavior change framework.

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The Behavior Change Model & The Secret Science Behind Native Advertising

  1. 1. advertising for the modern internet Dan Greenberg founder & ceo @dgreenberg The Behavior Change Model Or: “TheSecretScienceBehindNativeAdvertising”
  2. 2. Dan Greenberg, CEO @dgreenberg On the Modern Internet Ads That Fit In Are The New Normal
  3. 3. Dan Greenberg, CEO @dgreenbergDan Greenberg, CEO @dgreenberg Ads That Fit In Are The New Normal
  4. 4. Dan Greenberg, CEO @dgreenbergDan Greenberg, CEO @dgreenberg NativeAdvertising.com The Sponsored Content Leaderboard The Native Advertising Summit Marquee Native Ad Conference Co-Chair Native Ad Committee
  5. 5. Dan Greenberg, CEO @dgreenberg Powering In-Feed Native Ads For Modern Publishers • The Largest Supply Side Platform for Native Ads • Programmatic Buying via OpenRTB2.3 • 1.5B+ Native Ads per Month • Most Sophisticated Technology Solution • Chair of IAB Native Ad Committee • 150 Employees, Based in SF & NYC • $29M Funding Dan Greenberg, CEO @dgreenberg
  6. 6. Dan Greenberg, CEO @dgreenberg Native Ads Have Been Battle Tested by Every Major Closed Platform Dan Greenberg, CEO @dgreenberg
  7. 7. Dan Greenberg, CEO @dgreenbergDan Greenberg, CEO @dgreenberg Native Monetization is the Predominant Advertising Strategy for the Closed Web
  8. 8. Dan Greenberg, CEO @dgreenbergDan Greenberg, CEO @dgreenberg Intrepid Publishers Took the Leap Into a World Beyond Banner Ads
  9. 9. Dan Greenberg, CEO @dgreenbergDan Greenberg, CEO @dgreenberg Native Advertising on the Open Web
  10. 10. Dan Greenberg, CEO @dgreenbergDan Greenberg, CEO @dgreenberg VS Display Ads Standardized Sizes Native Ads Standardized Component Parts
  11. 11. Dan Greenberg, CEO @dgreenbergDan Greenberg, CEO @dgreenberg
  12. 12. Behavior Change happens when Motivation + Ability + Trigger occur at the same moment
  13. 13. High Low MOTIVATION EasytoDoHardtoDo ABILITY Triggers succeedhere Triggers failhere BehaviorChange=M+A+T(atthesamemoment) reference: BJFogg, StanfordPersuasiveTechLab
  14. 14. Behavior Change happens when Motivation + Ability + Trigger occur at the same moment
  15. 15. High Low MOTIVATION EasytoDoHardtoDo ABILITY Triggers succeedhere Triggers failhere Lesson#1:FocusonAbility, not Motivation reference: BJFogg, StanfordPersuasiveTechnologyLab
  16. 16. High Low MOTIVATION EasytoDoHardtoDo ABILITY Triggers succeedhere Triggers failhere Lesson#1:FocusonAbility, not Motivation reference: BJFogg, StanfordPersuasiveTechnologyLab
  17. 17.  “This Incredible Time-Lapse Shows Us How Dignity & Respect Can Change A Man”
  18. 18. “Donate Now”
  19. 19. High Low MOTIVATION EasytoDoHardtoDo ABILITY Triggers succeedhere Triggers failhere Emotion doesn’t naturally lead to action reference: BJFogg, StanfordPersuasiveTechnologyLab
  20. 20. High Low MOTIVATION EasytoDoHardtoDo ABILITY Triggers succeedhere Triggers failhere Emotion doesn’t naturally lead to action reference: BJFogg, StanfordPersuasiveTechnologyLab
  21. 21. ABILITY> MOTIVATION Don’t blame failure on lack of motivation
  22. 22. Transform an abstract issue intosomethingthat’s bite-sized, meaningful, & personal.
  23. 23. “Surrender Your Say” to Tourette Syndrome
  24. 24. “If more people just knew, my life becomes less hard.”
  25. 25. High Low MOTIVATION EasytoDoHardtoDo ABILITY Triggers succeedhere Triggers failhere Ability means making action easy reference: BJFogg, StanfordPersuasiveTechnologyLab
  26. 26. High Low MOTIVATION EasytoDoHardtoDo ABILITY Triggers succeedhere Triggers failhere Ability means making action easy reference: BJFogg, StanfordPersuasiveTechnologyLab
  27. 27. 3UniversalMotivators 1. Pleasure / Pain 2. Hope / Fear 3. Social Acceptance / Rejection 
  28. 28. “How One Instagram Hashtag Fights Pollution” (Tapsinto“socialacceptance”)
  29. 29. Hot Trigger: WholeFoodssays: “Share a photo, get free coffee.”
  30. 30. High Low MOTIVATION EasytoDoHardtoDo ABILITY Triggers succeedhere Triggers failhere Trigger baby steps over big leaps reference: BJFogg, StanfordPersuasiveTechnologyLab
  31. 31. High Low MOTIVATION EasytoDoHardtoDo ABILITY Triggers succeedhere Triggers failhere Trigger baby steps over big leaps reference: BJFogg, StanfordPersuasiveTechnologyLab
  32. 32. Whentheylackmotivation=annoying Whentheylackability= frustration Attherighttime=delight TRIGGERS
  33. 33. Stopping SOPA / PIPA in 2012 Hottriggersinthepathofmotivation
  34. 34. Trigger
  35. 35. High Low MOTIVATION EasytoDoHardtoDo ABILITY Triggers succeedhere Triggers failhere Put “hot triggers” in the path of motivation reference: BJFogg, StanfordPersuasiveTechnologyLab
  36. 36. High Low MOTIVATION EasytoDoHardtoDo ABILITY Triggers succeedhere Triggers failhere Put “hot triggers” in the path of motivation reference: BJFogg, StanfordPersuasiveTechnologyLab
  37. 37. Sign petition Give $$ Give $$ Share Learn More
  38. 38. High Low MOTIVATION EasytoDoHardtoDo ABILITY Triggers succeedhere Triggers failhere Motivation without ability = frustration reference: BJFogg, StanfordPersuasiveTechnologyLab
  39. 39. High Low MOTIVATION EasytoDoHardtoDo ABILITY Triggers succeedhere Triggers failhere Motivation without ability = frustration reference: BJFogg, StanfordPersuasiveTechnologyLab
  40. 40. Behavior Change happens when Motivation + Ability + Trigger occur at the same moment
  41. 41. *reference: BJFogg, StanfordPersuasiveTechLab
  42. 42. *reference: BJFogg, StanfordPersuasiveTechLab Focus on starting new behavior, not stopping old ones.
  43. 43. 1. Focus on Ability > Motivation
  44. 44. 1. Focus on Ability > Motivation 2. Emotion does not = Action
  45. 45. 1. Focus on Ability > Motivation 2. Emotion does not = Action 3. Baby Steps over Big Leaps
  46. 46. 1. Focus on Ability > Motivation 2. Emotion does not = Action 3. Baby Steps over Big Leaps 4. Put Triggers in Moment of Motivation
  47. 47. 1. Focus on Ability > Motivation 2. Emotion does not = Action 3. Baby Steps over Big Leaps 4. Put Triggers in Moment of Motivation 5. Start New Behavior vs. Stop Old Ones
  48. 48. 1. Focus on Ability > Motivation 2. Emotion does not = Action 3. Baby Steps over Big Leaps 4. Put Triggers in Moment of Motivation 6. Design for Mobile 5. Start New Behavior vs. Stop Old Ones
  49. 49. 1. Focus on Ability > Motivation 2. Emotion does not = Action 3. Baby Steps over Big Leaps 4. Put Triggers in Moment of Motivation 6. Design for Mobile 7. Craft Content Condusive to Persuasive Headlines 5. Start New Behavior vs. Stop Old Ones
  50. 50. 1. Focus on Ability > Motivation 2. Emotion does not = Action 3. Baby Steps over Big Leaps 4. Put Triggers in Moment of Motivation 6. Design for Mobile 7. Craft Content Condusive to Persuasive Headlines 5. Start New Behavior vs. Stop Old Ones
  51. 51. Dan Greenberg, CEO @dgreenbergDan Greenberg, CEO @dgreenberg Dan Greenberg @dgreenberg dan@sharethrough.com
  52. 52. Dan Greenberg, CEO @dgreenbergDan Greenberg, CEO @dgreenberg Dan Greenberg @dgreenberg dan@sharethrough.com

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