'Native Opportunities Why Avid Collective Launched a Native Content' at Mumbrella Publish 2022

1. Introducing...
Native Opportunities:
Why Avid Launched a Native Content Network

2. Videos Stories Content Hubs
Native Content leverages a publisher’s trusted voice and
content formats to drive trust, attention and influence.
Long Form Articles Social Posts
Native Content
Publisher content focused on an advertisers
branding, products or services that leverages
the publishers trusted voice to drive advocacy
and education, to ultimately influence the
consumers sentiment towards the advertiser.

3. Native Content is about creating value
Reaching and speaking to high value
audiences in the right environments where
they seek information and inspiration.

4. How Avid Solves
These Problems
Native Content
Leverages…
Informing & Entertaining
A 2016 BBC study found content-led marketing
deepens the emotional connection between brand
and audience far more than advertising alone.
Action Driving
Purchase intent is 53% higher when consumers
click on native ads instead of traditional ads.
- Forbes
Contextual Relevance
“A deep understanding of context can play a key
role in making a content strategy more effective.”
- WARC 2020 Effective Content Strategy Report
Trust
84% of people say they don’t trust direct
advertising from brands - Forbes

5. Native Content Better Influences Audiences
The most common
action (34%) was
purchasing a product.
of consumers took some
form of action
(buy, share, follow, save)
after engaging with a recent
piece of brand content.
84% 34%
The Power of Branded Content (Crowd DNA 2021)

6. 01.
BETTER EXPERIENCE
FOR THE AUDIENCE
03.
MORE PREMIUM
PRICING
02.
LEVERAGES QUALITY,
NOT QUANTITY
Why do publishers love native content
campaigns as a source of revenue?

7. Advertising Channel Scale Personalised Attention Trust
Television
Radio
Billboards
Display Banners
Social Ads
Search
Branded Content
Native content has a powerful set
of benefits compared to other ad channels,
but struggles with scale and personalisation

8. Native content struggles to scale as a marketing
solution for a number of reasons...
Lack of
Reach
Fragmented
Market
Lack of
Standardisation
Minimal
Targeting
Resource
Intensive

9. As a result, advertisers spend
so much time executing
Breakdown of hours required on typical $50K branded content campaign
36 12 12 6 3 6 10
Analysing
the potential
partner
publishers
offering’s
and their
relevant
products e.g.
12 publishers
Briefing a
range of
publisher’s
on the
potential
campaign -
RFP’s e.g. 6
publishers
Reviewing
Publisher
Proposal’s
e.g. 6
publishers
Negotiating
+ signing off
selected
RFP’s
Organise
Finances
Campaign
briefing and
feedback
process
Following up
+ collating
performance
reports +
creating
summary
presentations
85
hours

10. “The amount of
time required going back and
forth with publishers is very very
resource-intensive which makes
the channel less scalable”
Kyle Morgan
Partnerships Account Lead
eBay
“Working with media partners can
all come unstuck if the process
isn’t extremely easy and efficient,
as the ROI just isn’t there”
Madison Westall
Partner Marketing Manager
DoorDash
“Branded content has been a
lifeline for many publishers. It's
usually a very involved bespoke
process for each new client that
touches many hands in many
departments to make it any good.”
Tim Duggan
Founder - Junkee Media; Current Chairman
Digital Publishers Alliance
“Driving growth through
advertorials is tough in such a
competitive market without
extensive levels of resources”
David Boldeman
VP of Publishing ANZ
Love To Know
The Native Content Problem: Native content is highly effective but
extremely resource intensive, making it difficult to scale as an
advertising solution for both advertisers and publishers

11. Publishers have
their own workflows
+ terminology
which makes
standardisation non-
existent as everyone does
things their own way.
Publishers aren’t
naturally tech-
forward businesses
as that’s not where the
resources are being
allocated.
Publishers are
driven by audience
engagement,
as opposed to thinking
with a marketing first
mindset.
01. 02. 03.
Where have these issues come from?

12. Avid’s Mission
Shift advertising spend away from intrusive
ad channels and towards native content,
by making it more accessible for all

13. Native content has a
unique opportunity to
solve the advertising
industry’s problem
with attention and trust
Avid’s Belief
Avid’s Approach
1. Aggregation
2. Accessibility
3. Standardisation
4. Data
5. Technology
6. AND Prioritising Publishers

14. We took a run at evolving and elevating
Native Content in Australia
Lack of
Unique Reach
Fragmented
Market
Lack of
Standardisation
Minimal
Targeting
Resource
Intensive
Reaching
18+ Million
One Point of
Access
Product
Matrix
Extensive
Data Partnerships
Platform Run
Campaigns
Craft Cartel
We Explorers
Go Ask Mum
Buzzfeed
Are Media

15. Partners Advertisers
Creating a larger native content industry
by creating greater efficiencies

16. Buying across multiple publishers and
personalising the message creates greater
relevance, maintaining cut through as one scales
FROM THIS… TO THIS!
BROAD STROKE MESSAGING PERSONAL & RELEVANT

17. To better cut through and influence each segment of a brand’s target audience
Personalised Native Content at Scale
8.2+ MILLION GROCERY BUYERS POTENTIAL REACH
Mum Audiences Grocery Shoppers Online Shoppers Sustainable Shoppers
Stay at Home Mum Shopadocket Finder The Guardian
Additional Content Amplification
Household Decision Makers Deal Hunters Sustainability Focused

18. Bringing Brands + Messages to Life

20. Brands already benefiting from Avid Native
Travel
Alcohol
Experiences
FMCG
QSR
Finance/
Services
Retail

21. Partner
Discovery
Advertisers can browse and
filter through branded content
products from 100+ premium
independent publishing
partners, all with highly
engaged audiences focussed
on unique passion points.
Filter & Search
Bar
Filtered
Partner
Profiles

22. Product &
Price Matrix
Avid has aggregated and
standardised the various
products and pricing models
across publishers.

23. Campaign Content Targeting
Execution
Workflows
Deal approvals, campaign
design, content reviews and
billing are all handled in the
platform.

24. Channel Creative Audience
Reporting
& Analytics
Campaign performance
dashboards collate results
from all content pieces
across all partners and all 3rd
party sites.

25. Time spent on $50k branded content campaign
across 3 independent publishers (hours)
Without Avid With Avid
Discovery: Analysing potential publisher audiences, products,
pricing (e.g. assess 12 publishers with goal of picking 6)
36 1
Briefing: Briefing publishers on potential campaign
(e.g. briefing 6 publishers with the goal of picking 3)
12 1
Review: Reviewing publisher proposals (picking 3) 12 0
Negotiation: Negotiating and signing off RFPs 6 1
Finance: Organising payment to different publishers 3 0
Execution: Campaign design + feedback, optimisation 6 3
Reporting: Aggregating performance data, creating summary
presentations
5 0
Total (hours) 85 6
Avid saves an advertiser 79 hours
on a typical $50k campaign

26. Driving Publisher Growth
Lead
Generation
Incremental
Revenue
High Margin
Campaigns
Additional
Publisher Tools
(Coming Soon)
With High Value, Well-Managed Campaign Opportunities

27. 1 2 3 4
Avid Offers
Campaign
Avid will get in touch
with a campaign
opportunity for
publisher.
Avid Native Campaign Process End-to-End
Campaign
Brief
Once approved, we
brief you on the full
campaign and
content specs.
Automating
briefing forms
Approve
Content
Review, feedback and
approve content
created for the
campaign.
Via Platform
or Email
Report
Performance
We monitor results
across the campaign
+ report in one view
Optional
automated tags

28. What we’d like from you...
Confirmation of interest to be included in campaigns
Intro Meeting with Partner Lead + Media Kit + Rate Card
Approval to be listed in Avid’s platform, AVA
Percentage of Revenue
12.5% if we require you to pitch
22.5% if we approach with the revenue guaranteed
1
2
3
4

29. Thank You
Luke Spano
Managing Director
lukespano@avidcollective.com.au