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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)

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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  • Transcript

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