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Case Study: "State Farm & Gawker: Getting Readers to a Better State of Living"
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Case Study: "State Farm & Gawker: Getting Readers to a Better State of Living"

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  • 1. Getting Readers To A Better State of Living Thursday, April 3, 14
  • 2. Founded in 2002 by former Financial Times Journalist, Nick Denton Over 47m US Uniques (Comscore) Publisher of sites like Gizmodo, Deadspin, Jalopnik & Jezebel Over 30,000 reader comments per day Readers First: Whatever We Know & Whatever We Think Founded in 1922 by a farmer, G.J. Mecherle With over 80m accounts, State Farm insures more cars & homes than any other US insurer Processes about 35,000 claims every day Over 17,000 dedicated agents Customers First: Getting You To A Better State Of Living Thursday, April 3, 14
  • 3. Founded in 2002 by former Financial Times Journalist, Nick Denton Over 47m US Uniques (Comscore) Publisher of sites like Gizmodo, Deadspin, Jalopnik & Jezebel Over 30,000 reader comments per day Readers First: Whatever We Know & Whatever We Think Founded in 1922 by a farmer, G.J. Mecherle With over 80m accounts, State Farm insures more cars & homes than any other US insurer Processes about 35,000 claims every day Over 17,000 dedicated agents Customers First: Getting You To A Better State Of Living Thursday, April 3, 14
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  • 11. History lesson: What is Native Advertising? Thursday, April 3, 14
  • 12. What is Native Advertising? Thursday, April 3, 14
  • 13. What is Native Advertising? The term “native advertising” has gotten a lot of play around the digital media industry recently, as publishers, platforms and other advertisers look for ways to differentiate their offerings and combat the continued commoditization of banner ads. – Thursday, April 3, 14
  • 14. – Barry Lowenthal, President, Media Kitchen When I use the term, I’m referring to ad units or creative assets that are native and unique to a particular environment or platform. I think the best example is the paid tweet. Only Twitter can offer paid tweets, only Facebook can offer sponsored stories, and only Pandora can offer the playlist (actually, that’s not entirely true because Spotify can, too). But all of those examples are ad units or messaging devices that are unique to those platforms. “ ” Thursday, April 3, 14
  • 15. “Despite all the hype, native advertising is one method for marketers to use content to engage with readers in a way that is more effective than standard advertising.” – Paul Rossi, Managing Director, The Economist “Native monetization is deriving revenue from a platform in a way that is unique and organic to the experience.” – Jon Steinberg, President, BuzzFeed Thursday, April 3, 14
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  • 17. Native advertising is the natural frame in which content is delivered AND the understanding of what content is most valuable to the audience. The content should benefit the user, not interrupt or disrupt. Thursday, April 3, 14
  • 18. Native Natives: Can you spot the ad? Thursday, April 3, 14
  • 19. The Gawker & State Farm Approach Thursday, April 3, 14
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  • 39. What Does Success Look Like? Over 20,000,000 media impressions Over 200,000 page views Over 1,000 comments 5%+ CTR on posts 4x Average Time on Article 53% Lower Cost per Quote 25% Higher Quote Completion 66% Lower Cost per Policy Extended 15% Lower Cost per “Find an Agent” Thursday, April 3, 14
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  • 41. Creation Brand created Thursday, April 3, 14
  • 42. Co-CreationCreation SharedBrand created Thursday, April 3, 14
  • 43. Co-CreationCreation Curation Consumer / 3rd PartySharedBrand created Thursday, April 3, 14
  • 44. The Story Telling Spectrum Entertainment Creation Utility Co-Creation Curation Thursday, April 3, 14
  • 45. • Never Write an Advertisement Which You Wouldn't Want Your Own Family To Read. Thursday, April 3, 14
  • 46. • Never Write an Advertisement Which You Wouldn't Want Your Own Family To Read. “You wouldn't tell lies to your own wife. Don't tell them to mine. Do as you would be done by.” – David Ogilvy Thursday, April 3, 14
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  • 48. Any Questions? Fire Away Thursday, April 3, 14