DPS: Burt Tech Talk: Native Ads, The Easy Way

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Gustav von Sydow, co-founder and CEO of Stockholm-based business intelligence platform Burt, will explain how Europe's market-leading publishers transform standard IAB formats into native advertising …

Gustav von Sydow, co-founder and CEO of Stockholm-based business intelligence platform Burt, will explain how Europe's market-leading publishers transform standard IAB formats into native advertising and create display advertising products that attract large scale brand advertisers.
Presenter: Gustav von Sydow, co-founder and CEO, Burt @vonsydow

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  • Man får lätt för sig att allt har ändrats.\n
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  • Man får lätt för sig att allt har ändrats.\n
  • Hur hittar man bra visningar?\n
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  • Bra miljöer tillåter reklamen att göra samma jobb som innehållet.\n\nDet känns helt naturligt att reklamen konkurrerar direkt om användarens uppmärksamhet.\n

Transcript

  • 1. NATIVE ADS-THE EASY WAYGustav von Sydow@vonsydow / gustav@burtcorp.com Gustav von Sydow gustav@burtcorp.com @vonsydow
  • 2. ”Noone reads ads. People read whatinterests them, and sometimes it’san ad.” Howard Gossage. “The Socrates of San Francisco”
  • 3. Gustav von Sydow@vonsydow / gustav@burtcorp.com
  • 4. Promise: Happy users Satisfied Challeng brands e:Gustav von Sydow@vonsydow / gustav@burtcorp.com * Pun intended
  • 5. CAN WE MAKE STANDARD NATIVE?@vonsydow / gustav@burtcorp.com
  • 6. #1Remove all distractions.
  • 7. #1 Unpaid promotion.Remove all distractions.
  • 8. #1 Unpaid promotion.Remove all distractions. Unimportant information.
  • 9. #1 Unpaid promotion.Remove all distractions. Unimportant information. Passive content.
  • 10. #1 Unpaid promotion.Remove all distractions. Unimportant information. Passive content. Hazardous ads.
  • 11. #1 Unpaid promotion.Remove all distractions. Unimportant information. Passive content. Hazardous ads. Repeat content.
  • 12. #1Remove all distractions.
  • 13. #1 Relevant content.Remove all distractions.
  • 14. #1 Relevant content.Remove all distractions. Substantial advertising.
  • 15. #1 Relevant content.Remove all distractions. Substantial advertising. Paid promotion.
  • 16. #2Create natural placements.
  • 17. #2 More editorial content.Create natural placements.
  • 18. #2 More editorial content.Create natural placements. More paid content.
  • 19. #2 More editorial content.Create natural placements. More paid content. More natural experience.
  • 20. #2 More editorial content.Create natural placements. More paid content. More natural experience.
  • 21. #3Help ads to fit in.
  • 22. #3Help ads to fit in.
  • 23. 1234
  • 24. Real ads / page1 3 2234
  • 25. Real ads / page1 3 2 Relevant content2 15 834
  • 26. Real ads / page1 3 2 Relevant content2 15 8 Paid promotion3 2 24
  • 27. Real ads / page1 3 2 Relevant content2 15 8 Paid promotion3 2 2 Wasted space4 none lots
  • 28. 1. REMOVE DISTRACTIONS. 2. NATURAL@vonsydow / gustav@burtcorp.com
  • 29. 5-10x@vonsydow / gustav@burtcorp.com
  • 30. 6% High quality Other94%
  • 31. Placement AnalyticsDesign a better advertising experience.
  • 32. THANKS.Gustav von Sydow@vonsydow / gustav@burtcorp.com @vonsydow gustav@burtcorp.com