Innovative Ways to do Highly Successful Paid Content Distribution #CMWorld

Chad Pollitt
Chad PollittMarketing Executive, Professor, Author, Board Member, International Speaker & former US Army Commander
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
Jesper Laursen
Founder
Native Advertising Institute
Brand Movers
@chadpollitt • @jesperlaursen • #CMWorld
@jesperlaursen
Chad Pollitt
Adjunct Professor
Indiana University
@chadpollitt • @jesperlaursen • #CMWorld
@chadpollitt
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
1 Why Paid Content Distribution?
@chadpollitt • @jesperlaursen • #CMWorld
@chadpollitt • @jesperlaursen • #CMWorld
@chadpollitt • @jesperlaursen • #CMWorld
@chadpollitt • @jesperlaursen • #CMWorld
Native Advertising
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
@chadpollitt • @jesperlaursen • #CMWorld
$85Bon native advertising annually
by the year 2020 worldwide
brands are forecasted to spend over
Adyoulike
@chadpollitt • @jesperlaursen • #CMWorld
1:5
creation to distribution ratio
Ben Young, CEO, Nudge
television advertising has a
Brands surveyed said their top two goals
for native advertising are:
Native Advertising Institute
@chadpollitt • @jesperlaursen • #CMWorld
Brands surveyed said their top two goals
for native advertising are:
1. Brand Awareness 69%
Native Advertising Institute
@chadpollitt • @jesperlaursen • #CMWorld
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
@chadpollitt • @jesperlaursen • #CMWorld
Engagement,
a content marketing KPI
many native solutions measure
2 Types of Paid Content
Distribution
@chadpollitt • @jesperlaursen • #CMWorld
Innovative Ways to do Highly Successful Paid Content Distribution #CMWorld
272
272X
350+
@chadpollitt • @jesperlaursen • #CMWorld
@chadpollitt • @jesperlaursen • #CMWorld
CATEGORIES OF
NATIVE ADVERTISING
@chadpollitt • @jesperlaursen • #CMWorld
@chadpollitt • @jesperlaursen • #CMWorld
1. Long-Form Native Advertising
@chadpollitt • @jesperlaursen • #CMWorld
2. Programmatic Native Advertising
@chadpollitt • @jesperlaursen • #CMWorld
3. Non-Programmatic
@chadpollitt • @jesperlaursen • #CMWorld
4. Social Media
NATIVE ADVERTISING
FORMATS AND CHANNELS
@chadpollitt • @jesperlaursen • #CMWorld
@chadpollitt • @jesperlaursen • #CMWorld
Contextual
@chadpollitt • @jesperlaursen • #CMWorld
Audio
@chadpollitt • @jesperlaursen • #CMWorld
Video
@chadpollitt • @jesperlaursen • #CMWorld
Virtual Reality / Augmented Reality
@chadpollitt • @jesperlaursen • #CMWorld
Gaming
@chadpollitt • @jesperlaursen • #CMWorld
Mobile / In-App
@chadpollitt • @jesperlaursen • #CMWorld
Ecommerce
@chadpollitt • @jesperlaursen • #CMWorld
Email
@chadpollitt • @jesperlaursen • #CMWorld
Influencer Advertising
@chadpollitt • @jesperlaursen • #CMWorld
B2B Lead Gen / Demand Gen
@chadpollitt • @jesperlaursen • #CMWorld
GIFs
Sort & search through over
350 native ad tech vendors
for free at:
http://bit.ly/native-directory
@chadpollitt • @jesperlaursen • #CMWorld
@chadpollitt • @jesperlaursen • #CMWorld
3 Introducing Content Studios
@chadpollitt • @jesperlaursen • #CMWorld
@chadpollitt • @jesperlaursen • #CMWorld
@chadpollitt • @jesperlaursen • #CMWorld
sponsored
will be the fastest-growing native
format
over the next five years
Margaret Boland, Business Insider
content
@chadpollitt • @jesperlaursen • #CMWorld
Native’s share of overall advertising
@chadpollitt • @jesperlaursen • #CMWorld
Native’s share of overall advertising
@chadpollitt • @jesperlaursen • #CMWorld
Native’s share of overall advertising
19%
33%
@chadpollitt • @jesperlaursen • #CMWorld
Native’s share of overall advertising
19%
33%
@chadpollitt • @jesperlaursen • #CMWorld
Native’s share of overall advertising
19%
33%
@chadpollitt • @jesperlaursen • #CMWorld
Native’s share of overall advertising
19%
33%
@chadpollitt • @jesperlaursen • #CMWorld
Native’s share of overall advertising
19%
33%
@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
@chadpollitt • @jesperlaursen • #CMWorld
Much more than owned platforms
• Social Media
• Influencers
• Programmatic
• YouTube
• Etc.
@chadpollitt • @jesperlaursen • #CMWorld
YouTube
@chadpollitt • @jesperlaursen • #CMWorld
Programmatic
@chadpollitt • @jesperlaursen • #CMWorld
Influencers
@chadpollitt • @jesperlaursen • #CMWorld
Social Media
4 The Future of Paid Media
@chadpollitt • @jesperlaursen • #CMWorld
@chadpollitt • @jesperlaursen • #CMWorld
Wearable Tech
@chadpollitt • @jesperlaursen • #CMWorld
Target Your Audience Using
Emotional State
@chadpollitt • @jesperlaursen • #CMWorld
Virtual Reality & Augmented Reality
@chadpollitt • @jesperlaursen • #CMWorld
Takeaways
① Native advertising is a cost effective way to distribute top-
funnel content
@chadpollitt • @jesperlaursen • #CMWorld
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
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
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
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
@chadpollitt • @jesperlaursen • #CMWorld
Special Offer
The Content Marketer’s
Guide to Programmatic Native
Advertising Technology
bit.ly/native-ad-tech
@chadpollitt • @jesperlaursen • #CMWorld
Special Offer
Getting the Most Out of
Your Content Marketing
Using Paid Media
bit.ly/native-advertising-manifesto
1 of 69

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Innovative Ways to do Highly Successful Paid Content Distribution #CMWorld