Why Native is the                               *                    Undeniable FutureDan Greenberg         of Monetizatio...
In the year 2000...                      * Not Native
In the year 2000...                      * Not Native
Today!         * Not Native
Today!         * Not Native
10%                The Great CTR Decline9%8%6%5%4%3%1%0%  2000   2002     2004   2006   2008   2010   2012   2015   2020
Let’s think different
Ain’t gonna happen.
Ain’t gonna happen.
* Native!
* Native!
* Native!
*
*
* Native!
“Nobody reads advertising.                                  People read what they want to read                            ...
What is   Native* Advertising?
What is   Native* Advertising?   VISUALLY    Built into the user experienceINTEGRATED *   CHOICE *    Not interruptive & a...
*          For Advertisers                             For Publishers    Distribute brand video                           ...
*
*
*
*
Native is the Undeniable Future
IF          THEN                                       native       CONTROL         1     CHOICE*I will have complete     ...
IF          THEN                                               native                                           *USER EXPE...
IF           THEN                                           nativeNO INTERRUPTION         3      CONTENT *   Interruption ...
*    Native*   is already          here
Introducing....      The Native    Monetization     Framework
The Native Monetization Framework PromotedVideosPromoted/SponsoredArticles Promoted Music/Playlists PromotedImages Promote...
The Native Monetization Framework            Closed Platforms                 Open Platforms PromotedVideosPromoted/Sponso...
The Native Monetization Framework            Closed Platforms                 Open Platforms PromotedVideosPromoted/Sponso...
The Native Monetization Framework            Closed Platforms                 Open Platforms Promoted                     ...
The Native Monetization Framework            Closed Platforms                 Open Platforms Promoted                     ...
Dan GreenbergCEO, SharethroughContentNotAds.com   @dgreenberg                    Thank you!
When in Rome: Why Native Monetization is the Undeniable Future,
When in Rome: Why Native Monetization is the Undeniable Future,
When in Rome: Why Native Monetization is the Undeniable Future,
When in Rome: Why Native Monetization is the Undeniable Future,
When in Rome: Why Native Monetization is the Undeniable Future,
When in Rome: Why Native Monetization is the Undeniable Future,
When in Rome: Why Native Monetization is the Undeniable Future,
When in Rome: Why Native Monetization is the Undeniable Future,
When in Rome: Why Native Monetization is the Undeniable Future,
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When in Rome: Why Native Monetization is the Undeniable Future,

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CM Summit (May 15, 2012)

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  • \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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  • 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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  • When in Rome: Why Native Monetization is the Undeniable Future,

    1. 1. Why Native is the * Undeniable FutureDan Greenberg of MonetizationCEO, SharethroughContentNotAds.com @dgreenberg
    2. 2. In the year 2000... * Not Native
    3. 3. In the year 2000... * Not Native
    4. 4. Today! * Not Native
    5. 5. Today! * Not Native
    6. 6. 10% The Great CTR Decline9%8%6%5%4%3%1%0% 2000 2002 2004 2006 2008 2010 2012 2015 2020
    7. 7. Let’s think different
    8. 8. Ain’t gonna happen.
    9. 9. Ain’t gonna happen.
    10. 10. * Native!
    11. 11. * Native!
    12. 12. * Native!
    13. 13. *
    14. 14. *
    15. 15. * Native!
    16. 16. “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”)
    17. 17. What is Native* Advertising?
    18. 18. What is Native* Advertising? VISUALLY Built into the user experienceINTEGRATED * CHOICE * Not interruptive & annoying CONTENT * Promotes brand content that creates value for the user
    19. 19. * For Advertisers For Publishers Distribute brand video Generate new revenuecontent through native ad using native monetization inventory
    20. 20. *
    21. 21. *
    22. 22. *
    23. 23. *
    24. 24. Native is the Undeniable Future
    25. 25. 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
    26. 26. 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
    27. 27. IF THEN nativeNO INTERRUPTION 3 CONTENT * Interruption won’t Brands must deliver work forever content that creates value
    28. 28. * Native* is already here
    29. 29. Introducing.... The Native Monetization Framework
    30. 30. The Native Monetization Framework PromotedVideosPromoted/SponsoredArticles Promoted Music/Playlists PromotedImages PromotedWebsitesSponsoredListings
    31. 31. The Native Monetization Framework Closed Platforms Open Platforms PromotedVideosPromoted/SponsoredArticles Promoted Music/Playlists PromotedImages PromotedWebsitesSponsoredListings
    32. 32. The Native Monetization Framework Closed Platforms Open Platforms PromotedVideosPromoted/SponsoredArticles Promoted Music/Playlists PromotedImages PromotedWebsitesSponsoredListings
    33. 33. The Native Monetization Framework Closed Platforms Open Platforms Promoted BrandVideos BuildingPromoted/SponsoredArticles Promoted Music/Playlists PromotedImages PromotedWebsitesSponsored DirectListings Response
    34. 34. The Native Monetization Framework Closed Platforms Open Platforms Promoted BrandVideos BuildingPromoted/SponsoredArticles Promoted Music/Playlists PromotedImages PromotedWebsitesSponsored DirectListings Response
    35. 35. Dan GreenbergCEO, SharethroughContentNotAds.com @dgreenberg Thank you!

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