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Bill Pearce
Former CMO
Del Monte, Taco Bell, Campbell Soup Co.
MBA Professor, Berkeley
3
Native is the word of the
year
Everything is “Native” all of a sudden
• Form + Function
• Look: similar to the other content
• Location: Within the content feed
• Experience: the same as other...
5x - 20x5x - 20x the response rates
Native drives better
results
Deeper engagementengagement: 50s+ avg.
Versus Banners - S...
10
Native is critical on mobile
Smaller screens mean lower tolerance for interruptive
advertising
Highly visible: native works even better
mobile
• Audiences get a better experience
• Marketers get more effective digital
advertising
• Publishers create a premium reven...
X
Display vs. Content
Interruption Engagement
Extract Value Provide Value
Selling Telling
Scalable Manual
The engagementenga...
Voice
Publisher
Publisher-Brand
Brand
18
20
Discussion....
Roundtables & Town Hall Discussions: "Native Advertising: Rekindling the Relationship Between Brand & Consumer"
Roundtables & Town Hall Discussions: "Native Advertising: Rekindling the Relationship Between Brand & Consumer"
Roundtables & Town Hall Discussions: "Native Advertising: Rekindling the Relationship Between Brand & Consumer"
Roundtables & Town Hall Discussions: "Native Advertising: Rekindling the Relationship Between Brand & Consumer"
Roundtables & Town Hall Discussions: "Native Advertising: Rekindling the Relationship Between Brand & Consumer"
Roundtables & Town Hall Discussions: "Native Advertising: Rekindling the Relationship Between Brand & Consumer"
Roundtables & Town Hall Discussions: "Native Advertising: Rekindling the Relationship Between Brand & Consumer"
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Roundtables & Town Hall Discussions: "Native Advertising: Rekindling the Relationship Between Brand & Consumer"

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Roundtables & Town Hall Discussions: "Native Advertising: Rekindling the Relationship Between Brand & Consumer"

  1. 1. Bill Pearce Former CMO Del Monte, Taco Bell, Campbell Soup Co. MBA Professor, Berkeley
  2. 2. 3 Native is the word of the year
  3. 3. Everything is “Native” all of a sudden
  4. 4. • Form + Function • Look: similar to the other content • Location: Within the content feed • Experience: the same as other content (user-initiated) What is native?
  5. 5. 5x - 20x5x - 20x the response rates Native drives better results Deeper engagementengagement: 50s+ avg. Versus Banners - Source: 40%40% higher brand lift & 50%50% higher purchase intent
  6. 6. 10 Native is critical on mobile Smaller screens mean lower tolerance for interruptive advertising
  7. 7. Highly visible: native works even better mobile
  8. 8. • Audiences get a better experience • Marketers get more effective digital advertising • Publishers create a premium revenue stream • Mobile reach + monetization is solved The results...
  9. 9. X
  10. 10. Display vs. Content Interruption Engagement Extract Value Provide Value Selling Telling Scalable Manual The engagementengagement area
  11. 11. Voice Publisher Publisher-Brand Brand
  12. 12. 18
  13. 13. 20 Discussion....

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