Dana Todd
Chief Marketing Officer
dtodd@newsforce.com
Twitter @danatodd
                          1
Long-form “pseudo-editorial” content that tells a
story for awareness or persuasion goals
a.k.a:
   Digital advertorial   ...
3
$40

                                                $34
                                                                 ...
Advertisers want their stories told in
“trusted news”
New revenue streams from content
strategists & digital PR
Publisher-...
Sponsored
                                                            content




Eye Tracking Study - Source: Newsforce E...
60 million unique visitors / 1.5 billion page views monthly




                                     And 100s more!
      ...
Mobile, iPad & Kindle:
game changers for
advertorial?
  News apps - highest
  downloads and retention
  Users look at news...
News apps have highest traction
                                  9
Dana Todd
Newsforce, Inc.
619-459-3603
dtodd@newsforce.com
www.newsforcenetwork.com
Publisher demo site: http://bit.ly/NFd...
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Storytelling Media - Advertorial and Sponsored News Industry Growth

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Presentation given at BIA/Kelsey "Marketplaces 2010: Vertical and Local" conference (San Diego, CA)

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Storytelling Media - Advertorial and Sponsored News Industry Growth

  1. 1. Dana Todd Chief Marketing Officer dtodd@newsforce.com Twitter @danatodd 1
  2. 2. Long-form “pseudo-editorial” content that tells a story for awareness or persuasion goals a.k.a: Digital advertorial “Pay to play” editorial Sponsored content Product News Article marketing Content marketing Branded content Special supplements (in print) 2
  3. 3. 3
  4. 4. $40 $34 $31 Search vs. Display Effective CPM $30 $30 $28 $25 $26 $22 $20 $18 $10 18X $3 $2 $2 $1 $0 2005 2006 2007 2008E Search Banner Ads Rich Media Note: (1) Search effectiveness here measured by dividing the total search advertising revenue by total search ads impressions (000); (2) Banner Ad / Rich Media CPM calculated as total banner / rich media advertising revenue divided by total impressions (000). These metrics are not directly comparable to “Ad Revenue per 1,000 Page Views” data presented in slide 21, since many pages do not have ads (thus pvs >> impressions). Source: Morgan Stanley Research 4
  5. 5. Advertisers want their stories told in “trusted news” New revenue streams from content strategists & digital PR Publisher-side offerings such as Newsforce allow pubs to set pricing Easy implementation 5
  6. 6. Sponsored content Eye Tracking Study - Source: Newsforce Engagement Study, Enquiro, 2008 6
  7. 7. 60 million unique visitors / 1.5 billion page views monthly And 100s more! 7
  8. 8. Mobile, iPad & Kindle: game changers for advertorial? News apps - highest downloads and retention Users look at news apps an average 11x per week 8
  9. 9. News apps have highest traction 9
  10. 10. Dana Todd Newsforce, Inc. 619-459-3603 dtodd@newsforce.com www.newsforcenetwork.com Publisher demo site: http://bit.ly/NFdemo Be our Facebook Fan! facebook.com/pages/Newsforce/43140934618 Follow us on Twitter: @newsforce 10

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