What is an Ad Network? How can you get involved? How do you choose who to work with? What should you be mindful of? Whether this is a new term for you or you’re well in the game, this session will discuss everything you need to know to work with the right Ad Networks. What research you need to do, what should you look for in terms of an agreement, how are influencers chosen for a campaign, what brands are expecting from you, how do you get repeat business, how much you should charge and what the benefits are to working with organizations like Made in Blog. * Bloggers included in the presentation: www.makemylemonade.com www.theblondesalad.com www.youtube.com/user/SoothingSista www.theraeviewer.com www.seaofshoes.com www.torontoshopoholicblog.com www.leblogdebetty.com http://heartifb.com www.adenorah.com www.fringeandfrange.com http://monikahibbs.com http://emiliemurmure.com

1. BRANDS & BLOGGERS
What you need to know about working with
ad networks and brands
Aurélie Sauthier, CEO & Cofounder
Toronto, November 16, 2014

2. ABOUT MADE IN BLOG
• Made in Blog is the first
Canadian platform connecting
influencers and brands
• A network of more than
3 , 0 0 0 + bl o g ge r s a n d
influencers in Canada
A MIX OF AN AD NETWORK
AND AN AGENCY, WITHOUT
THE INCONVENIENTS.

3. SUMMARY
1. BRANDS’ INTEREST FOR BLOGS
2. THE TRUTH ABOUT AD NETWORKS
3. WORKING WITH BRANDS
@madeinblog

4. Why brands want to work with you?
BRANDS’ INTEREST FOR BLOGS

5. MORE THAN JUST AN
AD SPACE
• Your blog is YOUR vision
• It offers trustful content
• Your editorial line is valuable

6. YOUR RELATIONSHIP WITH THE
COMMUNITY
• TRUST
• AUTHENTICITY
• CREDIBILITY

7. A VERY HELPFUL RESOURCE FOR
PURCHASE DECISIONS
In beauty Familiar Bloggers are the most
helpful resource for making product
purchase decision (61%)
• Readers of blogs socialize with you beyond
simply reading your articles.
• Readers understand your freedom and then
are more sensitive to honesty about your
associations with brands
• Recommendations from bloggers are more
persuasive since they benefit from credibility
which lead to positive attitude towards the
brand.
Colliander & Dahlén, 2011. Journal of Advertising Research. Following the Fashionable Friend: The Power of Social Media. Weighting Publicity Effectivenpositive attitudes towards the brands. ess of Blogs versus Online Magazines.

9. THE TRUTH ABOUT AD
NETWORKS

10. SIGNING WITH AN AD NETWORK
(OR NOT)
Objectives:
• Protecting your image
• Keeping your freedom
• Maximizing your revenue through
different sources (ad networks, Google
Ads, direct clients, specific program, etc.)
Be careful of:
• Promises (# of campaigns/month)
• Exclusivity (ad spaces/content)
• Choice (right to decline a campaign beforehand)
I would LOVE to take this campaign but
unfortunately my contract with XXX prevents
me from taking it L

11. SIGNING WITH AN AGENT
(OR NOT)
• Are you already working with him?
• Is he your main provider of revenue?
• Do you trust his judgment?
• Does he ask that all your
opportunities go through him?
Remember that you or your friend are
probably are the best agent you could
have J

12. WHAT ARE THE OPTIONS
• Identify your potential ad spaces
– Above the fold for CPM placements
– 300x250 and 300x600 are the most
popular
– Keep at least one for yourself
• Increase your potential revenue by
working with different ad networks/
agencies/direct clients
• Different level of exclusivity:
– Banners ads
– Content
– Passing through all your opportunities
• Try Google Ads by yourself

13. BEFORE YOU SIGN
• Be sure to understand what it is
all about
• Give yourself the chance to
increase your potential revenue
by not signing into an exclusivity
• Ask about:
– Average CPM
– Freedom of choosing the ads that
appears
• Be careful with long-term contract
• Make sure you have an “escape
hatch” in your contract

14. HOW DOES IT WORK ON MADE IN
BLOG?
• You don’t sign a contract
• You receive opportunities in your member
account
• You read the details of the campaign
• You agree or not!
Participate to banner ad
campaigns to get
noticed and don’t forget
to keep connecting with
us!

15. How to be selected for a campaign?
WORKING WITH BRANDS

16. BLOGGERS ETHIC
Bloggers need to keep:
• Writer credibility
• Editorial consistency
• Brand recognition
• Quality of content
The first reason to
accept a brief for a
sponsored post
campaign is the
remuneration (93%)
REMUNERATION vs. CONTENT
The first reason to refuse a brief for
sponsored post is the content (91%)

17. WHAT DO THEY WANT?
Brands want you to:
- Deliver something tangible
- Follow the requirements
- Not do the minimum only
- Put ENERGY & PASSION to your stories
Your community of readers &
followers want:
- Authenticity
- To know you better
- To read your opinion
- To discover things

18. WHAT DO THEY WANT
• An authentic testimony:
– Use your own words
– Be personal, funny, inspirational
• Your personal experience in line with your
editorial. Keep in mind that we chose you
because of who you are!
• A real test/experience
• A great story around the real-life use of
the product
– Text that is consistent with your tone
– Pictures of great quality that represent
your universe
• Your creativity will always be rewarded by
readers and brands!

19. INFLUENCERS SELECTION
• Fit with the brand/product/campaign
• Audience demographics
• Both CONTENT and DESIGN are important
– Site aesthetic
– Editorial appeal of content
• Engagement with your readers (comments on
blog, interaction on social media, etc.)
• Social media reach => Don’t purchase fake
followers!
• Past collaborations with competitors of the
brand?
20px.com

20. ABOUT FAKE FOLLOWERS
• Fans and brands are
becoming more aware of
this reality
• Risk:
– Reputation
– Credibility
– Being punished and banned
• Drop of your love rate
(engagement ratio: likes
+comments/followers)

21. GREAT CLIENT SATISFACTION FOR
MORE BUSINESS
• Think about repeat business!
… And referrals!
• Aim at great client satisfaction.
HOW?
– Always deliver more than expected
– Be professional
– Give the best of yourself!

22. ALWAYS DELIVER MORE THAN
EXPECTED
@chiaraferragni

23. BE PROFESSIONAL
• Be reliable
– Follow the requirements
– Respect the deadlines
• Understand the big picture
• Be reactive (stay close to your emails J)
• Be flexible
• Never delete past work you’ve
done with clients!

24. GIVE THE BEST OF YOURSELF

25. HOW MUCH? (1/2)
IT DEPENDS!
What you should look at:
• Audience
• Social Media Reach
• Fit with your blog
• Complexity
– Content creation (montage? videos?)
– Presence to an event (time)
– Research?
– Mention/Complete review?
• Your industry: is it highly competitive or are you the only one in this niche?

26. HOW MUCH? (2/2)
• Visibility the brand offer you
– Website
– Newsletter
– Social Media
• Value ($) of products offered
• Potential for repeat business
• Exclusive opportunity
• Potential leverage of the
campaign to get more
contracts

27. BE SOCIAL
• Don’t be competitive but collaborate with
other bloggers:
– Taking pictures of your outfits
– Developing unique projects
• Don’t be afraid to link to other blogs!
– Each one of you have her own universe
– Readers read more than one blog
• Support the blogosphere community
• Remember that you get what you give
– Leave comments on other blogs
– Share other blogs’ collaborations or great
features
• Develop friendships!

28. If you’re
yourself,
smart
and passionate,
everything
will work out
the way
you want it to!
Ready to rock the
blogosphere?

29. Aurélie Sauthier
CEO & cofounder
aurelie@madeinblog.ca
@aureliesauthier
THANK YOU!