Chris Pirrone and Jenna Browning from USA Today's presentation from the Digiday WTF Native Advertising event on November 3, 2015.

1. WTF IS NATIVE DEMAND?

2. NA• TIVE AD• VER• TIS• ING
n. Native advertising is a form of paid media where the ad experience follows the
natural form and function of the user experience in which it is placed.
Form
Native ads match the visual
design of the experience they
live within, and look and feel
like natural content.
Function
Native ads must behave
consistently with the native
user experience, and function
just like natural content.
+

3. THE LARGEST SOCIAL PLATFORMS MONETIZE
WITH NATIVE ADS

4. WHY NATIVE?

5. The Business Of Feeds
IN-FEED NATIVE
ADVERTISING IS
ALREADY A $4B+
MARKET
$0
$3
$6
$9
2012 2013 2014 2015 2016 2017 2018
Native Ad Spend (Billions of $)
$8.8
$7.1
$5.7
$4.3
$3.2
$2.2
$1.5

6. USERS ARE MOBILE
Time Spent per Day with Digital Media
51%MOBILE
Vs
DESKTOP
42%

7. 2X MORE
Native Ads
result in
visual focus than banners
and are read in the same
way as editorial
308X MORE
Reading a Native
Ad headline yields
time of consumer
attention than processing
an image or banner
Sharethrough/Nielsen Neuroscience Study
NEUROSCIENCE
REVEALS THAT
PEOPLE SEE
BANNER ADS, BUT
THAT THEY TRULY
READ NATIVE ADS

8. EDITORIAL PUBLISHERS
LIKE USA TODAY
SPORTS ARE NOW
SEEING DEMAND FOR
NATIVE ADS AND
CUSTOM CONTENT
CREATION
Expected Annual Revenue for 2015
$1.3B
SPONSORED
CONTENT
NATIVE ADS
$1.9B

9. DIRECT
INDIRECT - EXCHANGES/NETWORKS
INDIRECT - PROGRAMMATIC
DIRECTSPONSORED CONTENT BRANDED CONTENT
THE NATIVE AD REVENUE STACK
Different Types of Native Ad Demand

10. SPONSORED
CONTENT
Content created solely by the publisher
or promotional content created by the
brand and publisher

11. 300x600 Video
Syndication Unit
Sharethrough In-Feed Native Ad
1
2
CELEB PICK ‘EM SPONSORED BY AT&T
Sponsored editorial on For the Win!
100% SOV Article Page w/ In Video Graphics

12. 31
300x600 Syndication Unit
Sharethrough In-Feed Native Ad
Video Transitional Unit
2
SEC WHIP AROUND SERIES, SPONSORED BY AT&T SOUTHEAST
Sponsored editorial on USA TODAY Sports

13. CONCUSSIONS INFOGRAPHIC, PROVIDED BY UPMC
Custom editorial on USATODAY.com
Sharethrough In-Feed Native Ad
300x600
Syndication Unit Suggested Content
Distribution
1
2
3

14. ADOBE ANALYTICS SERIES, PROVIDED BY ADOBE
Custom editorial on USA TODAY’s Ad Meter
Sharethrough In-Feed Native Ad
1
2
300x600 Syndication Unit

15. BRANDED CONTENT
Promotional content that a brand hosts
on either their own CMS or a social
platform.
• Content cards
• Native video units
NATIVE VIDEOCONTENT CARDS

16. YOUTUBE VINE GALLERY ARTICLE INSTAGRAM
EXAMPLES OF BRAND CONTENT

17. 2.56% 2.02% 3.30%
SUCCESS OF DIRECT SOLD NATIVE
Engagement Rates

18. INDIRECT
INDIRECT - NETWORKS
DIRECT
THE NATIVE AD REVENUE STACK
Different Types of Native Ad Demand
INDIRECT - STX & RTB
SHARETHROUGH
EXCHANGE
OPEN RTB

19. MAXIMIZE EVERY
NATIVE AD
IMPRESSION
Three Ways To Do It
• Sharethrough Exchange (STX) provides USA Today Sports
with access to exclusive brand content demand
• RTB 2.3 enables publishers to tap in to open demand
sources from leading DSP’s
• Mediate multiple closed platform ad networks
NETWORKS
OPEN RTB
STX
SFP
Deliver
Better Ads
Sponsored by

20. AD QUALITY
• Sharethrough works with 23 out of the 25 megabrands
• Ensures quality ad content for your audience
• Content quality scoring
• DSP whitelisting
• User experience controls
!

21. PROGRAMMATIC
NATIVE DEMAND
DSP + Native SSP
• New integrations are making RTB demand accessible
• Quality controls are being built out
OpenRTB 2.3 Changes The Game
With Support For Native

22. NATIVE AD
NETWORKS
No ad space goes to waste
• Helps to maximize fill rates & CPM’s
• Set up as waterfall or dynamic allocation

23. THE SHARETHROUGH EXCHANGE OPEN RTB
CONTENT CARDSNATIVE VIDEO
DIRECT
THE NATIVE REVENUE STACK
Different Types of Native Ad Demand
SPONSORED CONTENT
BRANDED CONTENT
NETWORKS
INDIRECT
INDIRECT

24. KEY TAKEAWAYS
1. Mobile Monetization: Native ads can help you monetize your mobile audience in a non-
disruptive way and drive higher audience engagement
2. Premium Native Campaigns: Direct sold native campaigns are not difficult to create or
execute when you have established parameters and editorial buy-in
3. Partner Platforms are Key: Leverage partner platforms to help support and optimize your
direct and indirect native ad revenue