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Joy Robins / @joyarobins / joy@qz.com
SVP, Global Revenue & Strategy
Quartz (qz.com)
Native Advertising for
the C-Suite Ex...
2
1. The promise of native advertising
2. Knowing your audience:
The Quartz Global Executives Study
3. Where do we go from...
3
1. The promise of native advertising
2. Knowing your audience:
The Quartz Global Executives Study
3. Where do we go from...
4
Industry
insights
Target
audience
5
Relevant
Industry
insights
Target
audience
6
High-
quality
Relevant
Industry
insights
Target
audience
7
High-
quality
Relevant
Industry
insights
Target
audience
In the right
place
8
High-
quality
Relevant
In the right
place
Industry
insights
Engaged
audience
9
1. The promise of native advertising
2. Knowing your audience:
The Quartz Global Executives Study
3. Where do we go from...
10
11
“There’s too much noise out there. I’d use
Twitter much more as a source of information if I
could get exactly what I n...
The Quartz Global Executives Study documents
the changing content consumption and sharing
behaviors of the world’s busines...
13
http://insights.qz.com/GES
14
44% of executives do most
of their news consumption
first thing in the morning.
15
44% of executives do most
of their news consumption
first thing in the morning.
30% check news
throughout the day.
16
61% primarily use a mobile
device to consume news.
17
The inbox is the new
homepage.
60% of executives read an email
newsletter as their go-to source
of news.
18
Quality content gets shared.
91% of executives are likely to
share work-related content with
others, if they find it va...
19
86% of executives are
genuinely interested in
content from brands...
20
...particularly if that
content is a reflection of
the brand’s expertise.
68% industry analysis
58% new products
and in...
21
Native ads are twice as likely
to be remembered as banner
ads, and almost 5X more likely
to be remembered than full-
sc...
22
1. The promise of native advertising
2. Knowing your audience:
The Quartz Global Executives Study
3. Where do we go fro...
23
1. Produce quality
2. Be relevant
3. Respect habits
4. Iterate
5. Optimize for mobile
6. Optimize for social
7. Be tran...
24
1. Produce quality
2. Be relevant
3. Respect habits
4. Iterate
5. Optimize for mobile
6. Optimize for social
7. Be tran...
25
Produce quality
“Hate (hate) to say this but this
advertorial on @qzbulletin is
better than a lot of stories on
some te...
26
Produce quality
27
1. Produce quality
2. Be relevant
3. Respect habits
4. Iterate
5. Optimize for mobile
6. Optimize for social
7. Be tran...
28
Be relevant
29
1. Produce quality
2. Be relevant
3. Respect habits
4. Iterate
5. Optimize for mobile
6. Optimize for social
7. Be tran...
“Blackrock’s branded content play
at Quartz is brilliant and perfectly
executed.”
Justin Breitfelder
Investment Strategy
R...
31
1. Produce quality
2. Be relevant
3. Respect habits
4. Iterate
5. Optimize for mobile
6. Optimize for social
7. Be tran...
32
Iterate
33
Iterate
Vala Ashar
CMO, Enterasys –
Siemens Enterprise
Jeff Nelder
CMO, GOOD
Managing Partner
Turnleaf Marketing
Consul...
34
1. Produce quality
2. Be relevant
3. Respect habits
4. Iterate
5. Optimize for mobile
6. Optimize for social
7. Take ow...
Optimize for mobile
36
1. Produce quality
2. Be relevant
3. Respect habits
4. Iterate
5. Optimize for mobile
6. Optimize for social
7. Take ow...
37
Optimize for social
38
Optimize for social
Persistent share tool
39
Optimize for social
40
Optimize for social
“First time I’ve seen a WhatsApp
share button on a website.”
Vince Buyssens
@fadawah
41
1. Produce quality
2. Be relevant
3. Respect habits
4. Iterate
5. Optimize for mobile
6. Optimize for social
7. Be tran...
Be transparent
Sponsor’s logo
Be transparent
Label colors that are
distinct from editorial…
Be transparent
…including on individual
story elements
Be transparent
Disclaimer at end
Be transparent
47
1. Produce quality
2. Be relevant
3. Respect habits
4. Iterate
5. Optimize for mobile
6. Optimize for social
7. Be tran...
48
0
20
40
60
80
100
120
140
160
$0.0
$2.0
$4.0
$6.0
$8.0
$10.0
$12.0
$14.0
$16.0
$18.0
$20.0
2012 2013 2014 2015
Quartz r...
Thank you!
Joy Robins / @joyarobins / joy@qz.com
SVP, Global Revenue & Strategy
Quartz (qz.com)
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  1. 1. Joy Robins / @joyarobins / joy@qz.com SVP, Global Revenue & Strategy Quartz (qz.com) Native Advertising for the C-Suite Executive
  2. 2. 2 1. The promise of native advertising 2. Knowing your audience: The Quartz Global Executives Study 3. Where do we go from here? OUTLINE
  3. 3. 3 1. The promise of native advertising 2. Knowing your audience: The Quartz Global Executives Study 3. Where do we go from here? OUTLINE
  4. 4. 4 Industry insights Target audience
  5. 5. 5 Relevant Industry insights Target audience
  6. 6. 6 High- quality Relevant Industry insights Target audience
  7. 7. 7 High- quality Relevant Industry insights Target audience In the right place
  8. 8. 8 High- quality Relevant In the right place Industry insights Engaged audience
  9. 9. 9 1. The promise of native advertising 2. Knowing your audience: The Quartz Global Executives Study 3. Where do we go from here? OUTLINE
  10. 10. 10
  11. 11. 11 “There’s too much noise out there. I’d use Twitter much more as a source of information if I could get exactly what I need.” Stuart Dean, CEO, GE ASEAN
  12. 12. The Quartz Global Executives Study documents the changing content consumption and sharing behaviors of the world’s business leaders. 12
  13. 13. 13 http://insights.qz.com/GES
  14. 14. 14 44% of executives do most of their news consumption first thing in the morning.
  15. 15. 15 44% of executives do most of their news consumption first thing in the morning. 30% check news throughout the day.
  16. 16. 16 61% primarily use a mobile device to consume news.
  17. 17. 17 The inbox is the new homepage. 60% of executives read an email newsletter as their go-to source of news.
  18. 18. 18 Quality content gets shared. 91% of executives are likely to share work-related content with others, if they find it valuable.
  19. 19. 19 86% of executives are genuinely interested in content from brands...
  20. 20. 20 ...particularly if that content is a reflection of the brand’s expertise. 68% industry analysis 58% new products and innovations 43% leadership insights 25% company growth stories 23% social issues Branded content topics of greatest interest to executives:
  21. 21. 21 Native ads are twice as likely to be remembered as banner ads, and almost 5X more likely to be remembered than full- screen interstitials.
  22. 22. 22 1. The promise of native advertising 2. Knowing your audience: The Quartz Global Executives Study 3. Where do we go from here? OUTLINE
  23. 23. 23 1. Produce quality 2. Be relevant 3. Respect habits 4. Iterate 5. Optimize for mobile 6. Optimize for social 7. Be transparent Our guiding principles
  24. 24. 24 1. Produce quality 2. Be relevant 3. Respect habits 4. Iterate 5. Optimize for mobile 6. Optimize for social 7. Be transparent Our guiding principles
  25. 25. 25 Produce quality “Hate (hate) to say this but this advertorial on @qzbulletin is better than a lot of stories on some tech sites” Ben Rooney Former Tech Editor WSJ Europe
  26. 26. 26 Produce quality
  27. 27. 27 1. Produce quality 2. Be relevant 3. Respect habits 4. Iterate 5. Optimize for mobile 6. Optimize for social 7. Be transparent Our guiding principles
  28. 28. 28 Be relevant
  29. 29. 29 1. Produce quality 2. Be relevant 3. Respect habits 4. Iterate 5. Optimize for mobile 6. Optimize for social 7. Be transparent Our guiding principles
  30. 30. “Blackrock’s branded content play at Quartz is brilliant and perfectly executed.” Justin Breitfelder Investment Strategy Respect habits
  31. 31. 31 1. Produce quality 2. Be relevant 3. Respect habits 4. Iterate 5. Optimize for mobile 6. Optimize for social 7. Be transparent Our guiding principles
  32. 32. 32 Iterate
  33. 33. 33 Iterate Vala Ashar CMO, Enterasys – Siemens Enterprise Jeff Nelder CMO, GOOD Managing Partner Turnleaf Marketing Consulting shared by:
  34. 34. 34 1. Produce quality 2. Be relevant 3. Respect habits 4. Iterate 5. Optimize for mobile 6. Optimize for social 7. Take ownership Our guiding principles
  35. 35. Optimize for mobile
  36. 36. 36 1. Produce quality 2. Be relevant 3. Respect habits 4. Iterate 5. Optimize for mobile 6. Optimize for social 7. Take ownership Our guiding principles
  37. 37. 37 Optimize for social
  38. 38. 38 Optimize for social Persistent share tool
  39. 39. 39 Optimize for social
  40. 40. 40 Optimize for social “First time I’ve seen a WhatsApp share button on a website.” Vince Buyssens @fadawah
  41. 41. 41 1. Produce quality 2. Be relevant 3. Respect habits 4. Iterate 5. Optimize for mobile 6. Optimize for social 7. Be transparent Our guiding principles
  42. 42. Be transparent
  43. 43. Sponsor’s logo Be transparent
  44. 44. Label colors that are distinct from editorial… Be transparent
  45. 45. …including on individual story elements Be transparent
  46. 46. Disclaimer at end Be transparent
  47. 47. 47 1. Produce quality 2. Be relevant 3. Respect habits 4. Iterate 5. Optimize for mobile 6. Optimize for social 7. Be transparent Our guiding principles
  48. 48. 48 0 20 40 60 80 100 120 140 160 $0.0 $2.0 $4.0 $6.0 $8.0 $10.0 $12.0 $14.0 $16.0 $18.0 $20.0 2012 2013 2014 2015 Quartz revenue and advertiser growth, 2012-now: 87% advertiser renewal rate Advertisers Revenue Internal numbers
  49. 49. Thank you! Joy Robins / @joyarobins / joy@qz.com SVP, Global Revenue & Strategy Quartz (qz.com)

ISOJ 2015

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