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Native Advertising Seminar
31 January 2014

IAB Native Advertising Seminar
© 2014 IAB Australia Pty Ltd

January 2014
Social Sharing with a
Purpose – Why EQ
Matters More Than IQ
Andy Wiedlin
Chief Revenue Officer
BuzzFeed
IAB Native Adverti...
Social Sharing
With a Purpose:

Why EQ Matters More Than IQ

Andy Wiedlin
@acwiedlin
3
BuzzFeed creates content
people want to share.

100M+
monthly
UVs

4
Total Traffic

Over the Last 2 Years
(Monthly UVs)
133.5M GA Global UVs
in December 2013

Unique
visits per
month

5
“The media
landscape is
changing so
rapidly ... I
remember when
BuzzFeed was
just something I
did in college
around 2 a.m....
Agenda
Native < Social
Social changes everything
Social Storytelling for brands
Examples and discussion

7
Native Advertising:

Paid ads that are so cohesive with the page
content, assimilated into the design, and
consistent with...
Native is good,
social is better.

9
Our POV
Consumers are looking to discover,
engage, and share content
Great brands are telling stories
through engaging and...
The Facebook Test

11
Why do people
share things?

12
Content is about identity.

13
Have a heart

14
Capture the moment.

15
15
Humor is
social.

16
So are human rights.

17
17
Don’t post things people
are embarrassed to
share.

18
If content is social,
ads can be too.

19
Like Good TV, Ads:
Tell a story

Involve
people
emotionally
Are not
heavyhanded

20
The BuzzFeed Story Unit

In-stream
and
contentrich

21
The same hat, just tinier.

Justin Bieber’s yellow
Lamborghini
22
Watching the train pull up
right as you get to the
platform

Achieving the perfect
ratio of cream to sugar to
coffee
23
Australia: Caesar Salad

New Zealand: Roast Chicken
24
25
26
Guacamole hummus

Soup dumplings

27
Rub excess eye cream
into your cuticles.

Use a dab of aspirin
to treat a pimple.

28
Be a relevant voice to
your audience.

29
Attracting a Young Audience
Median Audience Age for the
Top US News Properties

Source: comScore for
websites, NYTimes for...
This is not new.

32
Measure Earned
Engagement

33
Always-on
marketing

34
Oreo

35
This little bridge you
see daily is perhaps
the most iconic in the
world.

You walk hills
everyday. Your calves
are HUGE.
...
Spend more, get more.
Average CPE
by spend level

Average social lift
by spend level

Social
Lift

CPE

Higher
spend =
bet...
Social

Video

Mobile

38
Social
Mobile
Video

39
Key Takeaways
Native is good, but social is
better.
What credible stories can your
brand tell?
Give your avids content to
...
Discussion

Andy Wiedlin
@acwiedlin
AndyW@BuzzFeed.com
41
Native Advertising Seminar: Social Sharing with a Purpose – Why EQ Matters More than IQ by Andy Wiedlin, Chief Revenue Off...
Native Advertising Seminar: Social Sharing with a Purpose – Why EQ Matters More than IQ by Andy Wiedlin, Chief Revenue Off...
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Native Advertising Seminar: Social Sharing with a Purpose – Why EQ Matters More than IQ by Andy Wiedlin, Chief Revenue Officer, BuzzFeed

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Social is the new starting point for how we discover and share news with our friends. Brands now have a unique opportunity to connect and engage users by creating social content that users want to see and most importantly, share. Andy showed why EQ matters more than IQ in social advertising and why distribution is just as important as creating quality content.

View the video of this presentation here: http://www.iabaustralia.com.au/events-training/recent-events-and-training/item/1512-iab-native-advertising-seminar

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Transcript of "Native Advertising Seminar: Social Sharing with a Purpose – Why EQ Matters More than IQ by Andy Wiedlin, Chief Revenue Officer, BuzzFeed"

  1. 1. Native Advertising Seminar 31 January 2014 IAB Native Advertising Seminar © 2014 IAB Australia Pty Ltd January 2014
  2. 2. #iabnative IAB Native Advertising Seminar © 2014 IAB Australia Pty Ltd January 2014
  3. 3. Social Sharing with a Purpose – Why EQ Matters More Than IQ Andy Wiedlin Chief Revenue Officer BuzzFeed IAB Native Advertising Seminar © 2014 IAB Australia Pty Ltd January 2014
  4. 4. Social Sharing With a Purpose: Why EQ Matters More Than IQ Andy Wiedlin @acwiedlin 3
  5. 5. BuzzFeed creates content people want to share. 100M+ monthly UVs 4
  6. 6. Total Traffic Over the Last 2 Years (Monthly UVs) 133.5M GA Global UVs in December 2013 Unique visits per month 5
  7. 7. “The media landscape is changing so rapidly ... I remember when BuzzFeed was just something I did in college around 2 a.m.” -Barack Obama Whitehouse Correspondents Dinner April 27, 2013 6
  8. 8. Agenda Native < Social Social changes everything Social Storytelling for brands Examples and discussion 7
  9. 9. Native Advertising: Paid ads that are so cohesive with the page content, assimilated into the design, and consistent with the platform behavior that the viewer simply feels that they belong. 8
  10. 10. Native is good, social is better. 9
  11. 11. Our POV Consumers are looking to discover, engage, and share content Great brands are telling stories through engaging and sharable content to generate true word-ofmouth marketing 10
  12. 12. The Facebook Test 11
  13. 13. Why do people share things? 12
  14. 14. Content is about identity. 13
  15. 15. Have a heart 14
  16. 16. Capture the moment. 15 15
  17. 17. Humor is social. 16
  18. 18. So are human rights. 17 17
  19. 19. Don’t post things people are embarrassed to share. 18
  20. 20. If content is social, ads can be too. 19
  21. 21. Like Good TV, Ads: Tell a story Involve people emotionally Are not heavyhanded 20
  22. 22. The BuzzFeed Story Unit In-stream and contentrich 21
  23. 23. The same hat, just tinier. Justin Bieber’s yellow Lamborghini 22
  24. 24. Watching the train pull up right as you get to the platform Achieving the perfect ratio of cream to sugar to coffee 23
  25. 25. Australia: Caesar Salad New Zealand: Roast Chicken 24
  26. 26. 25
  27. 27. 26
  28. 28. Guacamole hummus Soup dumplings 27
  29. 29. Rub excess eye cream into your cuticles. Use a dab of aspirin to treat a pimple. 28
  30. 30. Be a relevant voice to your audience. 29
  31. 31. Attracting a Young Audience Median Audience Age for the Top US News Properties Source: comScore for websites, NYTimes for networks 31
  32. 32. This is not new. 32
  33. 33. Measure Earned Engagement 33
  34. 34. Always-on marketing 34
  35. 35. Oreo 35
  36. 36. This little bridge you see daily is perhaps the most iconic in the world. You walk hills everyday. Your calves are HUGE. 36
  37. 37. Spend more, get more. Average CPE by spend level Average social lift by spend level Social Lift CPE Higher spend = better lift Spend level over time Higher spend = better CPE Spend level over time 37
  38. 38. Social Video Mobile 38
  39. 39. Social Mobile Video 39
  40. 40. Key Takeaways Native is good, but social is better. What credible stories can your brand tell? Give your avids content to become advocates. And have some fun! 40
  41. 41. Discussion Andy Wiedlin @acwiedlin AndyW@BuzzFeed.com 41

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