"Monetize My Digital" Panel Presentation- Association of Alternative Newsmedia 2014, San Francisco
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"Looking Beyond Banner Ads" How Snap Skout works and why it was built.
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"Monetize My Digital" Panel Presentation- Association of Alternative Newsmedia 2014, San Francisco
- 1. Presented by: Caroline Li @TheCarolineLI AAN Digital: Monetize My Digital Beyond Banner Ads Looking Beyond Banner Ads. AAN 2014: Monetize My Digital Presented by: Caroline Li @TheCarolineLi @SnapSkout
- 2. About Me Hello, I’m Caroline Li Reporter :: Advertising Executive :: Publisher :: Entrepreneur
- 3. 1994
- 4. TREND 01 The Great CTR Decline 9% 8% 6% 5% 4% 3% 1% 0% 20022000 2004 2006 2008 2010 2012 2015
- 5. TREND 02 Display Ad Rates Declining $5.11 2013 FORECAST LOCAL ONLINE MEDIA CHOICE Run-of-Site Display 2012 ESTIMATE SHARE 27.3 % $4.97 SOURCE BORRELL ASSOCIATES, INC. 2013 SHARE 20.3% -2.8% 2012 – 2013 PERCENTAGE CHANGE
- 6. TREND 03 “Banner Blindness” SOURCE INFOLINK “BANNER BLINDNESS STUDY” 14% of internet users remember the last ad they saw 8% recall the company or product promoted 2.8% thought the ad was relevant
- 7. “The real fact of the matter is that nobody reads ads. People read what interests them. Sometimes it’s an ad.” - Howard Luck Gossage
- 8. Our People are Your People • Young: 18-45 years old • Tech savvy • Own multiple devices • Purchase local daily deals for restaurants, bars, health and wellness, recreation and travel
- 10. The space we play in.
- 11. • Social media in-feed units • Paid search • Promoted listings • Standard display ads with native elements • Recommendation widgets // related content • Custom campaigns created with the client // sponsored posts/advertorials SOURCE INTERACTIVE ADVERTISING BUREAU 6 main forms of native advertising
- 15. Recommended Widgets Recommended Posts (Taboola, Outbrain)
- 16. Nobody is doing “recommended offers”
- 17. Snap Skout matches your content with deals and offers, saving readers time and generating new revenue for publishers.
- 19. What We Believe • Display advertising won’t always be annoying if we just get it right. • People are just as curious as they were in 1994. • Native advertising doesn’t have to be sneaky, it just has to make sense. • Reading a print magazine or viewing a website should be an experience, people like anticipation more than surprises. • People still value, respect, and follow newspapers and magazines • Keeping it classy.
- 20. Why deals? 60% of online shoppers use “Daily Deals” SOURCE comSCORE – “15 Miles/Localeze Local Search Usage Study” 60%
- 21. Deals are everywhere and typically delivered at the wrong time.
- 22. Reader problem I want to try a new restaurant
- 23. Consumer Dilema 1. Online search “Best Thai Restaurant” 1. Find article in local newspaper 1. Online search for name of restaurant to find out hours, location, reviews, phone number 1. Search Groupon, LivingSocial, Amazon Local for deals 1. Make reservation online
- 24. Reader problem Isn’t there a faster way?
- 26. Snap Skout 10X Higher CTR than Average Display Ads 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% DESKTOP DISPLAY NATIVE AD UNITS SNAP SKOUT 0.1% 1.5% 2.8% In the last six months Snap Skout has identified 100,000 local businesses and sourced 90,000 ads. We have dozens of publisher partners. Our CTR and Interaction Rates (12-14%) outperform typical display ads and reported native ad units.
- 27. Make your readers happy. Deliver a useful experience. Advertising can be helpful.
- 28. Thank you. Let’s Connect. Caroline Li CarolineL@snapskout.com @TheCarolineLi @SnapSkout www.snapskout.com
Editor's Notes
- Hi, I’m Caroline. I started my early career in journalism and can proudly say that I graduated from college with a journalism degree and actually used it after college. That was nearly ten years ago, even then, our professors weren’t optimistic about the journalism industry. I went overseas and wrote about business and politics in Hong Kong, covering their legislature, WTO preparations that year, and the leftover British influence in HK’s nightlife and music scene. I never slept and I loved it. In the States, I spent some time at the Puget Sound Business Journal reporting on early tech entrepreneurs, these were folks that were just discovering how to aggregate web content and e-commerce was taking off. On mobile, you could pay your buddy back for dinner by sending money over SMS text. I tried my hand at PR. Microsoft probably wasn’t the best place to start. It wasn’t too enjoyable for me. I was put on the Windows Mobile 6 campaign, the same year the iPhone was first launched. I moved on an helped start a multicultural advertising agency in Seattle. What I’ve learned and believe in now? The creative thinkers are today’s innovators. It’s not always about coming up with the new gadget or inventing the next big thing. You don’t have to be a mad scientist you just have to CARE and think OUTSIDE THE BOX. And that’s why I decided to join Snap Skout last fall. Snap Skout is a startup that is trying to help an industry that I care deeply about. So, let’s take a look at what we’re dealing with.
- Our audience is the same as yours; Young Tech saavy Multiple devices
- And we’re both about doing something different.
- Snap Skout matches your content with deals & offers, saving readers time and generating organic revenue for publishers, without competing for real estate on your site.
- Skout button lives in your existing social media sharebar. It’s an extra red button, when hovered over, shows relevant offers from the most popular deal sites like Yelp, Groupon, Gilt, Amazon Local. We’ve plugged into the API’s of these deal sites via our affiliate partners. This story in Seattleite.com is about boutiques in the Ballard neighborhood. Monster Art was one of the boutiques highlighted, Skout crawled the story and found a $10 for $20 Yelp deal for your reader. --- // What we’re saying is reward your readers for their curiosity. And your readers will thank you! When they click on the offer and purchase it, the revenue is shared with the publisher and Snap Skout. Snap Skout is a low risk tool that can actually compliment your existing banner ads because it’s surfacing content that your display ads aren’t and it doesn’t live in your sidebar. When there are no offers available, the Skout button disappears from your social media bar. So eventually, we hope readers will actually look forward or anticipate seeing the red button when they come to your website.
- Consumer Dilema “Reader problem”
- This is a typical scenario: You’re hungry or want to plan Friday dinner night out but you don’t want to put too much energy into planning. So you do a search online for “best thai restaurants in San Francisco” Maybe you’ll go to the SFWeekly because you know they have a restaurant section. You’ll land on a story about a thai restaurant and the writer has convinced you that you must go. And you’ve got a few extra minutes, so just to cover your basis, you do a search to see if there are any coupons and deals on the web for that restaurant. You’ve already committed to going, so if you see an offer, you’re gonna buy it.
- Consumer Dilema “Reader problem”
- What we’re saying is you don’t’ need a fancy flashing ad in your sidebar to convince someone to click on that ad. Your reader has already been sold by reading your story. With Snap Skout activated, you basically did content marketing without realizing it. To me, that’s native advertising genius, when the writer isn’t even aware of what just happened, and newsrooms don’t have to allocate extra time and resources to it. Think is our version of automated native advertising.
- The revenue generated from Snap Skout isn’t going to be a blanket solution for generating revenue in newsrooms, it’s just one of many native advertising tools you can use. So yes, revenue is a huge question but we’re not going to make any money if we don’t solve the more important questions. How do we make and keep our readers happy? How do we deliver a useful experience? How can we make advertising helpful?
- Cover Option 1