1.
Innovative Ways to do Highly
Successful Paid Content Distribution
Jesper Laursen, Founder
Native Advertising Institute
@jesperlaursen
@chadpollitt • @jesperlaursen • #CMWorld
Chad Pollitt, Adjunct Professor,
Indiana University
@chadpollitt

2.
Jesper Laursen
Founder
Native Advertising Institute
Brand Movers
@chadpollitt • @jesperlaursen • #CMWorld
@jesperlaursen

3.
Chad Pollitt
Adjunct Professor
Indiana University
@chadpollitt • @jesperlaursen • #CMWorld
@chadpollitt

4.
AGENDA
① Why paid content distribution?
② Types of paid content distribution
③ Introducing content studios
④ The future of paid media
@chadpollitt • @jesperlaursen • #CMWorld

5.
1 Why Paid Content Distribution?
@chadpollitt • @jesperlaursen • #CMWorld

6.
@chadpollitt • @jesperlaursen • #CMWorld

7.
@chadpollitt • @jesperlaursen • #CMWorld

8.
@chadpollitt • @jesperlaursen • #CMWorld
Native Advertising

9.
Native advertising is paid advertising
where the ad matches the form, feel and
function of the content of the media on
which it appears
@chadpollitt • @jesperlaursen • #CMWorld

10.
@chadpollitt • @jesperlaursen • #CMWorld
$85Bon native advertising annually
by the year 2020 worldwide
brands are forecasted to spend over
Adyoulike

11.
@chadpollitt • @jesperlaursen • #CMWorld
1:5
creation to distribution ratio
Ben Young, CEO, Nudge
television advertising has a

12.
Brands surveyed said their top two goals
for native advertising are:
Native Advertising Institute
@chadpollitt • @jesperlaursen • #CMWorld

13.
Brands surveyed said their top two goals
for native advertising are:
1. Brand Awareness 69%
Native Advertising Institute
@chadpollitt • @jesperlaursen • #CMWorld

14.
Brands surveyed said their top two goals
for native advertising are:
1. Brand Awareness 69%
2. Audience Growth/Engagement 49%
Native Advertising Institute
@chadpollitt • @jesperlaursen • #CMWorld

15.
@chadpollitt • @jesperlaursen • #CMWorld
Engagement,
a content marketing KPI
many native solutions measure

16.
2 Types of Paid Content
Distribution
@chadpollitt • @jesperlaursen • #CMWorld

17.
272

18.
272X

19.
350+

20.
@chadpollitt • @jesperlaursen • #CMWorld

21.
@chadpollitt • @jesperlaursen • #CMWorld

22.
CATEGORIES OF
NATIVE ADVERTISING
@chadpollitt • @jesperlaursen • #CMWorld

23.
@chadpollitt • @jesperlaursen • #CMWorld
1. Long-Form Native Advertising

24.
@chadpollitt • @jesperlaursen • #CMWorld
2. Programmatic Native Advertising

25.
@chadpollitt • @jesperlaursen • #CMWorld
3. Non-Programmatic

26.
@chadpollitt • @jesperlaursen • #CMWorld
4. Social Media

27.
NATIVE ADVERTISING
FORMATS AND CHANNELS
@chadpollitt • @jesperlaursen • #CMWorld

28.
@chadpollitt • @jesperlaursen • #CMWorld
Contextual

29.
@chadpollitt • @jesperlaursen • #CMWorld
Audio

30.
@chadpollitt • @jesperlaursen • #CMWorld
Video

31.
@chadpollitt • @jesperlaursen • #CMWorld
Virtual Reality / Augmented Reality

32.
@chadpollitt • @jesperlaursen • #CMWorld
Gaming

33.
@chadpollitt • @jesperlaursen • #CMWorld
Mobile / In-App

34.
@chadpollitt • @jesperlaursen • #CMWorld
Ecommerce

35.
@chadpollitt • @jesperlaursen • #CMWorld
Email

36.
@chadpollitt • @jesperlaursen • #CMWorld
Influencer Advertising

37.
@chadpollitt • @jesperlaursen • #CMWorld
B2B Lead Gen / Demand Gen

38.
@chadpollitt • @jesperlaursen • #CMWorld
GIFs

39.
Sort & search through over
350 native ad tech vendors
for free at:
http://bit.ly/native-directory
@chadpollitt • @jesperlaursen • #CMWorld

40.
@chadpollitt • @jesperlaursen • #CMWorld

41.
3 Introducing Content Studios
@chadpollitt • @jesperlaursen • #CMWorld

42.
@chadpollitt • @jesperlaursen • #CMWorld

43.
@chadpollitt • @jesperlaursen • #CMWorld
sponsored
will be the fastest-growing native
format
over the next five years
Margaret Boland, Business Insider
content

44.
@chadpollitt • @jesperlaursen • #CMWorld
Native’s share of overall advertising

45.
@chadpollitt • @jesperlaursen • #CMWorld
Native’s share of overall advertising

46.
@chadpollitt • @jesperlaursen • #CMWorld
Native’s share of overall advertising
19%
33%

47.
@chadpollitt • @jesperlaursen • #CMWorld
Native’s share of overall advertising
19%
33%

48.
@chadpollitt • @jesperlaursen • #CMWorld
Native’s share of overall advertising
19%
33%

49.
@chadpollitt • @jesperlaursen • #CMWorld
Native’s share of overall advertising
19%
33%

50.
@chadpollitt • @jesperlaursen • #CMWorld
Native’s share of overall advertising
19%
33%

51.
@chadpollitt • @jesperlaursen • #CMWorld
Why Would You Chose a Publisher?
• Have access to the audience you want
• Know how to engage that audience
• They can help you on any other platform

52.
@chadpollitt • @jesperlaursen • #CMWorld
Much more than owned platforms
• Social Media
• Influencers
• Programmatic
• YouTube
• Etc.

53.
@chadpollitt • @jesperlaursen • #CMWorld
YouTube

54.
@chadpollitt • @jesperlaursen • #CMWorld
Programmatic

55.
@chadpollitt • @jesperlaursen • #CMWorld
Influencers

56.
@chadpollitt • @jesperlaursen • #CMWorld
Social Media

57.
4 The Future of Paid Media
@chadpollitt • @jesperlaursen • #CMWorld

58.
@chadpollitt • @jesperlaursen • #CMWorld
Wearable Tech

59.
@chadpollitt • @jesperlaursen • #CMWorld
Target Your Audience Using
Emotional State

60.
@chadpollitt • @jesperlaursen • #CMWorld
Virtual Reality & Augmented Reality

61.
@chadpollitt • @jesperlaursen • #CMWorld

62.
Takeaways
① Native advertising is a cost effective way to distribute top-
funnel content
@chadpollitt • @jesperlaursen • #CMWorld

63.
Takeaways
① Native advertising is a cost effective way to distribute top-
funnel content
② Spend $5 on distribution for every $1 spent on creation
@chadpollitt • @jesperlaursen • #CMWorld

64.
Takeaways
① Native advertising is a cost effective way to distribute top-
funnel content
② Spend $5 on distribution for every $1 spent on creation
③ Publisher’s studios are the new (strong) kid on the block
@chadpollitt • @jesperlaursen • #CMWorld

65.
Takeaways
① Native advertising is a cost effective way to distribute top-
funnel content
② Spend $5 on distribution for every $1 spent on creation
③ Publisher’s studios are the new (strong) kid on the block
④ Studios can help on multiple platforms
@chadpollitt • @jesperlaursen • #CMWorld

66.
Takeaways
① Native advertising is a cost effective way to distribute top-
funnel content
② Spend $5 on distribution for every $1 spent on creation
③ Publisher’s studios are the new (strong) kid on the block
④ Studios can help on multiple platforms
⑤ Targeting in augmented reality based on emotions will be
possible in the future because of wearables
@chadpollitt • @jesperlaursen • #CMWorld

67.
@chadpollitt • @jesperlaursen • #CMWorld
Special Offer
The Content Marketer’s
Guide to Programmatic Native
Advertising Technology
bit.ly/native-ad-tech

68.
@chadpollitt • @jesperlaursen • #CMWorld
Special Offer
Getting the Most Out of
Your Content Marketing
Using Paid Media
bit.ly/native-advertising-manifesto