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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

*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. 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. 2. Jesper Laursen Founder Native Advertising Institute Brand Movers @chadpollitt • @jesperlaursen • #CMWorld @jesperlaursen
  3. 3. Chad Pollitt Adjunct Professor Indiana University @chadpollitt • @jesperlaursen • #CMWorld @chadpollitt
  4. 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. 5. 1 Why Paid Content Distribution? @chadpollitt • @jesperlaursen • #CMWorld
  6. 6. @chadpollitt • @jesperlaursen • #CMWorld
  7. 7. @chadpollitt • @jesperlaursen • #CMWorld
  8. 8. @chadpollitt • @jesperlaursen • #CMWorld Native Advertising
  9. 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. 10. @chadpollitt • @jesperlaursen • #CMWorld $85Bon native advertising annually by the year 2020 worldwide brands are forecasted to spend over Adyoulike
  11. 11. @chadpollitt • @jesperlaursen • #CMWorld 1:5 creation to distribution ratio Ben Young, CEO, Nudge television advertising has a
  12. 12. Brands surveyed said their top two goals for native advertising are: Native Advertising Institute @chadpollitt • @jesperlaursen • #CMWorld
  13. 13. Brands surveyed said their top two goals for native advertising are: 1. Brand Awareness 69% Native Advertising Institute @chadpollitt • @jesperlaursen • #CMWorld
  14. 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. 15. @chadpollitt • @jesperlaursen • #CMWorld Engagement, a content marketing KPI many native solutions measure
  16. 16. 2 Types of Paid Content Distribution @chadpollitt • @jesperlaursen • #CMWorld
  17. 17. 272
  18. 18. 272X
  19. 19. 350+
  20. 20. @chadpollitt • @jesperlaursen • #CMWorld
  21. 21. @chadpollitt • @jesperlaursen • #CMWorld
  22. 22. CATEGORIES OF NATIVE ADVERTISING @chadpollitt • @jesperlaursen • #CMWorld
  23. 23. @chadpollitt • @jesperlaursen • #CMWorld 1. Long-Form Native Advertising
  24. 24. @chadpollitt • @jesperlaursen • #CMWorld 2. Programmatic Native Advertising
  25. 25. @chadpollitt • @jesperlaursen • #CMWorld 3. Non-Programmatic
  26. 26. @chadpollitt • @jesperlaursen • #CMWorld 4. Social Media
  27. 27. NATIVE ADVERTISING FORMATS AND CHANNELS @chadpollitt • @jesperlaursen • #CMWorld
  28. 28. @chadpollitt • @jesperlaursen • #CMWorld Contextual
  29. 29. @chadpollitt • @jesperlaursen • #CMWorld Audio
  30. 30. @chadpollitt • @jesperlaursen • #CMWorld Video
  31. 31. @chadpollitt • @jesperlaursen • #CMWorld Virtual Reality / Augmented Reality
  32. 32. @chadpollitt • @jesperlaursen • #CMWorld Gaming
  33. 33. @chadpollitt • @jesperlaursen • #CMWorld Mobile / In-App
  34. 34. @chadpollitt • @jesperlaursen • #CMWorld Ecommerce
  35. 35. @chadpollitt • @jesperlaursen • #CMWorld Email
  36. 36. @chadpollitt • @jesperlaursen • #CMWorld Influencer Advertising
  37. 37. @chadpollitt • @jesperlaursen • #CMWorld B2B Lead Gen / Demand Gen
  38. 38. @chadpollitt • @jesperlaursen • #CMWorld GIFs
  39. 39. Sort & search through over 350 native ad tech vendors for free at: http://bit.ly/native-directory @chadpollitt • @jesperlaursen • #CMWorld
  40. 40. @chadpollitt • @jesperlaursen • #CMWorld
  41. 41. 3 Introducing Content Studios @chadpollitt • @jesperlaursen • #CMWorld
  42. 42. @chadpollitt • @jesperlaursen • #CMWorld
  43. 43. @chadpollitt • @jesperlaursen • #CMWorld sponsored will be the fastest-growing native format over the next five years Margaret Boland, Business Insider content
  44. 44. @chadpollitt • @jesperlaursen • #CMWorld Native’s share of overall advertising
  45. 45. @chadpollitt • @jesperlaursen • #CMWorld Native’s share of overall advertising
  46. 46. @chadpollitt • @jesperlaursen • #CMWorld Native’s share of overall advertising 19% 33%
  47. 47. @chadpollitt • @jesperlaursen • #CMWorld Native’s share of overall advertising 19% 33%
  48. 48. @chadpollitt • @jesperlaursen • #CMWorld Native’s share of overall advertising 19% 33%
  49. 49. @chadpollitt • @jesperlaursen • #CMWorld Native’s share of overall advertising 19% 33%
  50. 50. @chadpollitt • @jesperlaursen • #CMWorld Native’s share of overall advertising 19% 33%
  51. 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. 52. @chadpollitt • @jesperlaursen • #CMWorld Much more than owned platforms • Social Media • Influencers • Programmatic • YouTube • Etc.
  53. 53. @chadpollitt • @jesperlaursen • #CMWorld YouTube
  54. 54. @chadpollitt • @jesperlaursen • #CMWorld Programmatic
  55. 55. @chadpollitt • @jesperlaursen • #CMWorld Influencers
  56. 56. @chadpollitt • @jesperlaursen • #CMWorld Social Media
  57. 57. 4 The Future of Paid Media @chadpollitt • @jesperlaursen • #CMWorld
  58. 58. @chadpollitt • @jesperlaursen • #CMWorld Wearable Tech
  59. 59. @chadpollitt • @jesperlaursen • #CMWorld Target Your Audience Using Emotional State
  60. 60. @chadpollitt • @jesperlaursen • #CMWorld Virtual Reality & Augmented Reality
  61. 61. @chadpollitt • @jesperlaursen • #CMWorld
  62. 62. Takeaways ① Native advertising is a cost effective way to distribute top- funnel content @chadpollitt • @jesperlaursen • #CMWorld
  63. 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. 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. 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. 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. 67. @chadpollitt • @jesperlaursen • #CMWorld Special Offer The Content Marketer’s Guide to Programmatic Native Advertising Technology bit.ly/native-ad-tech
  68. 68. @chadpollitt • @jesperlaursen • #CMWorld Special Offer Getting the Most Out of Your Content Marketing Using Paid Media bit.ly/native-advertising-manifesto

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