At syd13 Willie Pang & Nathan Ruff- Alphabird/ Urban Geek

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At syd13 Willie Pang & Nathan Ruff- Alphabird/ Urban Geek

  1. 1. Ads as Content:The Rise of Native Advertising
  2. 2. Why Ads as Content? VIDEO SEARCH ? DATA DISPLAY EMAIL SOCIAL
  3. 3. What is a Native Ad?
  4. 4. The ModelCONSUMER Content SOCIAL NATIVE AD BRANDSHARING DATA THE PUBLISHER PLATFORM
  5. 5. Who Benefits? CONSUMERSBRANDS PUBLISHERS
  6. 6. Today’s Technology
  7. 7. Let’s Get Real FACT vs. FICTION
  8. 8. UFC Branded ContentOBJECTIVE•  Toughness by association; aligning movies themes and characters to some of the worlds toughest dudes.ACTIONS•  Produce video with local and global UFC talent.•  Publish on www.ufc.com/au and other Urban Geek sites•  Home page and channel features promoting video•  Facebook and Twitter broadcasts (245,000 members)•  Supported by MediaRESULTS•  217,000 unique video starts•  145,000 unique completed views•  5,800 facebook likes•  52 hours of brand engagement
  9. 9. Case Study Earned MediaXBOX E31. OBJECTIVES•  Drive video views of E3 video content2. STRATEGY•  Social Syndication3. ELEMENTS•  Editorial integration•  Social Gaming•  Gaming sites•  Social networks•  Video Search•  Blogger Influencehttp://www.youtube.com/watch?v=Jgdk2uXNBko
  10. 10. Case Study Earned MediaXBOX E3 Results1. GOALS•  Target 50,000 views on You Tube•  Get ranked on YouTube•  Achieve earned up lift2. RESULTS•  115,122 views on You Tube•  12,750 on additional channels•  Earned Lift: 56.7%•  14 days on Youtube Charts
  11. 11. Case Study Earned MediaXBOX E3 Results The Xbox video reached #1 in gaming, and #3 in all category – popular around the web. Charted on Youtube for 14 Days
  12. 12. Case Study Earned MediaAdditional Seeding
  13. 13. Thank You

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