You can solve problems faced in digital business while learning how to tell stories, focus more on the audience and think in a mobile mindset.

1. Native Advertising

2. @c_lauramontoya | BrandForgeVideo.com
Digital business model
50%
Ads
Still looks a lot like the
legacy print business model…
50%
Content
@c_lauramontoya

3. 25%
Ads
75%
Content
Digital business model
Only smaller…
@c_lauramontoya

4. Digital business model
10%
Ads
90%
Content
And even smaller on mobile
+ less engaging and valuable
@c_lauramontoya

5. Million users
40+
But things are getting
more complicated with Ad
Blockers
Digital business model
@c_lauramontoya

6. 1. Tell stories
2. Focus on the audience
3. Think mobile
Solve the problem
@c_lauramontoya

7. Stories
@c_lauramontoya
Native advertising
is a form of
advertising that
allows you to reach
the public and get
engagement
(eyeballs) for the
advertiser without
being blocked or
disrupting the UX.

8. Joan Didion famously said, “We tell ourselves stories in
order to live.”
From the 20,000 year old cave paintings, to the bedtime
stories we hear as children, and hope to one day tell our
own kids, storytelling is a part of the human fabric.
Stories
@c_lauramontoya
Approach native advertising
as you would storytelling
!

9. Stories
What it’s not!
@c_lauramontoya
Advertorials

10. Stories
Quality
Content
Mixed
with
Editorial
Matches
Form
Clearly
Labeled
Behaves Like
Editorial
Native Advertising Best
Practices
@c_lauramontoya

11. Stories
@c_lauramontoya
Encourage your clients to tell a
quality story
!

12. Stories
@c_lauramontoya

13. Audience
"In this rapid technological change, it’s oohs and aahs
of a good story that matter most. We forget numbers,
but we never forget how something makes us feel.”
Peter Guber, former CEO of Sony Pictures.
@c_lauramontoya

14. Audience
@c_lauramontoya
This graph shows
how quickly we’re
approaching the
time where there
will be more
content than
people consuming
the content. It is
operative that you
begin to retain
your audience by
serving them
quality content.
Why is quality content
so important?

15. Audience
@c_lauramontoya
Here’s an example of
a great native ad
story on Vox Nation.
This story is
sponsored by FIFA15
(clearly labeled), yet
in the story there’s
no reference to
FIFA15, rather the
content is about an
engaging topic for
the audience FIFA15
wants to reach
(soccer fans).

16. Audience
NOT an awesome
example of native
as this story
resembles a press
release.
@c_lauramontoya

17. 19,858 page views
16,332 uniques
2:21 average time spent
60 social shares
409 link clicks
InformativeAudience Entertaining
23,838 page views
17,064 uniques
1:59 average time spent
65 social shares
42 link clicks
@c_lauramontoya
This entertaining
article is meant to
give the brand a
“lift” (more eyeballs
on the advertiser —
a “billboard effect.”

18. 19,858 page views
16,332 uniques
2:21 average time spent
60 social shares
409 link clicks
InformativeAudience
@c_lauramontoya
Now, this story (part
of the same camping
for University Credit
Union) is meant to
target those people
who fit our
advertiser’s audience
(people looking to
get a car loan), and
that’s why you see so
many link clicks back
to the advertiser.

19. Audience
Let’s do an exercise:
Who do you think
can
sponsor
this video?
@c_lauramontoya

20. Mobile
@c_lauramontoya
Advertising on
mobile is tough, as
we saw at the
beginning. But native
ad stories are a great
solution to this
problem.
Advertiser/story
sponsor is
present on the
article page

21. Mobile
Brands
need new
paths to
people
People need
trusted,
compelling
content,
products and
services
Media needs
to connect
people with
real insight
and solutions
that improve
their lives
@c_lauramontoya
The Biggest Opportunity

22. Remember
Tell stories with your native
advertising campaigns.
Focus on the audience. Create
entertaining, educating and
enlightening content.
Go to where your audience is, on mobile.
@c_lauramontoya

23. BrandForge.com | BrandForgeVideo.com
Visit our Sites
lmontoya@deseretdigital.com
Contact
@c_lauramontoya