Innovative Ways to do Highly Successful Paid Content Distribution #CMWorld
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Innovative Ways to do Highly Successful Paid Content Distribution #CMWorld
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*This deck contains GIFs and videos. It must be downloaded and shown in full screen mode for them to work. The era of “build it and they will come” is over for most verticals and content marketers are feeling the pinch. As a result, brands are beginning to invest heavily in innovative new paid media channels outside last decade’s PPC and display. The future growth of these channels, in large part, will be powered by content marketers seeking visibility for their top-funnel content. This presentation seeks to educate content marketers on innovative ways to use paid media in order to leverage it as a distribution channel for future success. It will also define and identify today’s variations of paid distribution, while exploring recommended budgets required to be successful. In addition, it will map out the paid ad tech ecosystem and deliver actionable tips to maximize both strategic and tactical success. Attendees of this session will leave knowing: -The types of paid media -Why paid media should be an integrated part of most content -marketing programs -How other companies have been innovative and successful using paid media -How to budget for top-funnel paid media -Top tips for success with paid media -The future of paid media
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Innovative Ways to do Highly Successful Paid Content Distribution #CMWorld
- 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
- 18. 272
- 19. 272X
- 20. 350+
- 21. @chadpollitt • @jesperlaursen • #CMWorld
- 22. @chadpollitt • @jesperlaursen • #CMWorld
- 23. CATEGORIES OF NATIVE ADVERTISING @chadpollitt • @jesperlaursen • #CMWorld
- 24. @chadpollitt • @jesperlaursen • #CMWorld 1. Long-Form Native Advertising
- 25. @chadpollitt • @jesperlaursen • #CMWorld 2. Programmatic Native Advertising
- 26. @chadpollitt • @jesperlaursen • #CMWorld 3. Non-Programmatic
- 27. @chadpollitt • @jesperlaursen • #CMWorld 4. Social Media
- 28. NATIVE ADVERTISING FORMATS AND CHANNELS @chadpollitt • @jesperlaursen • #CMWorld
- 29. @chadpollitt • @jesperlaursen • #CMWorld Contextual
- 30. @chadpollitt • @jesperlaursen • #CMWorld Audio
- 31. @chadpollitt • @jesperlaursen • #CMWorld Video
- 32. @chadpollitt • @jesperlaursen • #CMWorld Virtual Reality / Augmented Reality
- 33. @chadpollitt • @jesperlaursen • #CMWorld Gaming
- 34. @chadpollitt • @jesperlaursen • #CMWorld Mobile / In-App
- 35. @chadpollitt • @jesperlaursen • #CMWorld Ecommerce
- 36. @chadpollitt • @jesperlaursen • #CMWorld Email
- 37. @chadpollitt • @jesperlaursen • #CMWorld Influencer Advertising
- 38. @chadpollitt • @jesperlaursen • #CMWorld B2B Lead Gen / Demand Gen
- 39. @chadpollitt • @jesperlaursen • #CMWorld GIFs
- 40. Sort & search through over 350 native ad tech vendors for free at: http://bit.ly/native-directory @chadpollitt • @jesperlaursen • #CMWorld
- 41. @chadpollitt • @jesperlaursen • #CMWorld
- 42. 3 Introducing Content Studios @chadpollitt • @jesperlaursen • #CMWorld
- 43. @chadpollitt • @jesperlaursen • #CMWorld
- 44. @chadpollitt • @jesperlaursen • #CMWorld sponsored will be the fastest-growing native format over the next five years Margaret Boland, Business Insider content
- 45. @chadpollitt • @jesperlaursen • #CMWorld Native’s share of overall advertising
- 46. @chadpollitt • @jesperlaursen • #CMWorld Native’s share of overall advertising
- 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 Native’s share of overall advertising 19% 33%
- 52. @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
- 53. @chadpollitt • @jesperlaursen • #CMWorld Much more than owned platforms • Social Media • Influencers • Programmatic • YouTube • Etc.
- 54. @chadpollitt • @jesperlaursen • #CMWorld YouTube
- 55. @chadpollitt • @jesperlaursen • #CMWorld Programmatic
- 56. @chadpollitt • @jesperlaursen • #CMWorld Influencers
- 57. @chadpollitt • @jesperlaursen • #CMWorld Social Media
- 58. 4 The Future of Paid Media @chadpollitt • @jesperlaursen • #CMWorld
- 59. @chadpollitt • @jesperlaursen • #CMWorld Wearable Tech
- 60. @chadpollitt • @jesperlaursen • #CMWorld Target Your Audience Using Emotional State
- 61. @chadpollitt • @jesperlaursen • #CMWorld Virtual Reality & Augmented Reality
- 62. @chadpollitt • @jesperlaursen • #CMWorld
- 63. Takeaways ① Native advertising is a cost effective way to distribute top- funnel content @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 @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 @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 @chadpollitt • @jesperlaursen • #CMWorld
- 67. 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
- 68. @chadpollitt • @jesperlaursen • #CMWorld Special Offer The Content Marketer’s Guide to Programmatic Native Advertising Technology bit.ly/native-ad-tech
- 69. @chadpollitt • @jesperlaursen • #CMWorld Special Offer Getting the Most Out of Your Content Marketing Using Paid Media bit.ly/native-advertising-manifesto