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Native is the New Black

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Join Tessa Gould, director of native advertising at The Huffington Post, for an insightful session on the fundamentals of creating an absurdly good native advertising campaign. The session will …

Join Tessa Gould, director of native advertising at The Huffington Post, for an insightful session on the fundamentals of creating an absurdly good native advertising campaign. The session will highlight key learnings and case studies gleaned directly from The Huffington Post’s successful strategy for native content advertising.

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  • 1. Native is the new black @TessaG_Tweets @huffpostpartner Tessa Gould //
  • 2. but first. what is native? Tessa Gould // @TessaG_Tweets
  • 3. what the market tells us Tessa Gould // @TessaG_Tweets NATIVE:
  • 4. In-Feed Units Paid Search Units Recommendation Widgets Promoted Listings In-Ad Units Custom Tessa Gould // @TessaG_Tweets
  • 5. thematically-aligned brand stories that are: 1 2 clearly demarcated as advertiser-sponsored seamlessly integrated into the editorial experience Tessa Gould // @TessaG_Tweets
  • 6. Tessa Gould // + Tessa Gould // for example:
  • 7. Tessa Gould // for example:
  • 8. What is the secret to creating ads that don’t suck? Authenticity Nativeisthenewblack Tessa Gould // @TessaG_Tweets
  • 9. Authenticity Platform Reader Brand theperfectstorm Nativeisthenewblack Tessa Gould // @TessaG_Tweets
  • 10. theperfectstorm Nativeisthenewblack Tessa Gould // @TessaG_Tweets Platform Reader Brand
  • 11. Tom Cruise’s Denomination theperfectstorm Nativeisthenewblack Platform Reader Brand well-known publication in the U.S. generally thought of as a liberal publication + The Church of Scientology Tessa Gould // @TessaG_Tweets
  • 12. theperfectstorm Nativeisthenewblack Platform Reader Brand Tessa Gould // @TessaG_Tweets
  • 13. Tessa Gould // Barbie made a huge announcement last year! She was planning to leave her Malibu Dreamhouse (gasp!). theperfectstorm Nativeisthenewblack Platform Reader Brand A platform on which home buyers, sellers, owners, and renters can get the inside scoop on properties, places, and real estate professionals. @TessaG_Tweets
  • 14. theperfectstorm Nativeisthenewblack Platform Reader Brand info tainment Tessa Gould // @TessaG_Tweets
  • 15. (n.) in-foe-tayn-ment information-based media content or programming that also includes entertainment content in an effort to enhance popularity with audiences and consumers Platform Reader Brand info tain ment theperfectstorm Tessa Gould // Nativeisthenewblack @TessaG_Tweets
  • 16. theperfectstorm Nativeisthenewblack Platform Reader Brand 1. informative 2. entertainment did you learn something? did you feel one of the following? Tessa Gould // @TessaG_Tweets
  • 17. Nativeisthenewblack Platform Reader Brand Tessa Gould // 1. informative theperfectstorm @TessaG_Tweets
  • 18. Nativeisthenewblack Platform Reader Brand Tessa Gould // 2. entertainment theperfectstorm @TessaG_Tweets
  • 19. Platform Reader Brand authenticity is key “You'll hear over and over that the content of your native ad must match the context of the overall editorial "feel" of the site it appears on. And that's true, but it's only half the story.” brand but what’s the other half? Tessa Gould // @TessaG_Tweets
  • 20. Platform Reader Brand authenticity is key the brand authenticity sniff test: “is the topic generally relevant to the brand?” brand Tessa Gould // brand relevance WTF? Too much just right @TessaG_Tweets
  • 21. theperfectstorm Nativeisthenewblack Platform Reader Brand WHOSE BRAND IS IT ANYWAY? presented by Tessa Gould // @TessaG_Tweets
  • 22. theperfectstorm Nativeisthenewblack Platform Reader Brand Title Brand Grade 27 Cats that Just Can’t Handle It FAILED IT Tessa Gould // @TessaG_Tweets
  • 23. theperfectstorm Nativeisthenewblack Platform Reader Brand Title Brand Grade 5 Real-Life Horror Stories of Twins Creepier than Any Horror Movie Tessa Gould // FAILED IT @TessaG_Tweets
  • 24. theperfectstorm Nativeisthenewblack Platform Reader Brand Title Brand Grade 5 Heartwarming Stories that Prove Dog is Man’s Best Friend NAILED IT Tessa Gould // @TessaG_Tweets
  • 25. theperfectstorm Nativeisthenewblack Platform Reader Brand Title Brand Grade 8 Apps that will make you think you live in the future NAILED IT Tessa Gould // @TessaG_Tweets
  • 26. Authenticity Platform Reader Brand theperfectstorm Nativeisthenewblack Tessa Gould // @TessaG_Tweets
  • 27. the perfect storm ReaderPlatform Brand FOOD FOR THOUGHT Tessa Gould // @TessaG_Tweets
  • 28. the perfect storm Reader Platform Brand Most viewed post on HuffPost Taste during the week of publication Tessa Gould // @TessaG_Tweets
  • 29. the perfect storm Reader Platform Brand The HuffPost Taste reader is 15% more likely to always check food ingredients and nutritional content before purchasing informative Tessa Gould // @TessaG_Tweets
  • 30. the perfect storm Reader Platform Brand This isn’t about Chipotle vs. McDonald’s. Instead, it’s an indication that people are more aware than ever of the impact that food has on people, animals, and the environment...sharing Chipotle’s vision and making people curious goes only so far. The next step is feeding that curiosity with information. Mark Crumpacker CMO, Chipotle Tessa Gould // @TessaG_Tweets
  • 31. the perfect storm Reader Platform Brand #1 most shared piece of content on the web March 2014 1.4M Page Views 697K Social Actions 56% Engagement Tessa Gould // @TessaG_Tweets
  • 32. 3 questions to ask when considering native Does the content fit the editorial platform’s voice and perspective?1 2 Does the content offer the reader value through information or entertainment? 3 Is the content relevant to the brand and its objectives? Tessa Gould // @TessaG_Tweets
  • 33. Thank you Tessa Gould // @TessaG_Tweets

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