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The Future of Content: The Death of Organic and the Rise of Paid and Programmatic - DBS, 12/7/14

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Todd Sawicki from Zemanta's presentation from Digiday Brand Summit, December 7, 2014.

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The Future of Content: The Death of Organic and the Rise of Paid and Programmatic - DBS, 12/7/14

  1. 1. Content, Amplified Programmatically Your Content DSP for the Next Evolution of Online Advertising
  2. 2. “Content without reach is like building cathedrals in the desert” —Hamish Priest, Global Media Innovation, Dove, Unilever
  3. 3. HOW WILL PEOPLE SEE MY CONTENT?
  4. 4. ORGANIC SEARCH? ORGANIC SOCIAL?
  5. 5. Organic platforms are black boxes where their workings and results are unknowns
  6. 6. Organic Decline is Everywhere -17% -10% -<1% (via Shareaholic) -3%
  7. 7. “The days of free organic reach are rapidly coming to an end. If you wouldn't spend money behind it, then why do it? It's shouting into the wind without making a sound. How many of us are guilty of being slaves to a calendar or posting cadence?” — Julie Fleischer, Director Data, Content and Media, Kraft & Content Marketing Institute’s 2013 Content Marketer of the Year
  8. 8. ADVERTISING? PAID DISTRIBUTION?
  9. 9. Today’s reality of online display ads Todays reality of online display ads
  10. 10. Let’s face it … people don’t want ads Source: Pew & Nielsen People are not online to look at what they think are “ads”!
  11. 11. The consumer’s attention is on content
  12. 12. Imagine that your ad is the content
  13. 13. NOW YOU CAN. WITH CONTENT & NATIVE ADS.
  14. 14. Content ads 101 A native ad which delivers promoted content in a related environment
  15. 15. Content Ads deliver greater ROI Source: AdAge 4x Content Ads Other Ads
  16. 16. Content marketers mastering Paid Distribution via Content Ads
  17. 17. Content amplification is challenging ORGANIZE FORMAT PROMOTE OPTIMIZE REPORT
  18. 18. Get MORE from your Content Ads
  19. 19. Todd Sawicki CEO todd@zemanta.com As seen in: Founded in 2007 Union Square Ventures Backed 40 Employees in New York, San Francisco, Seattle and Europe

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