Presentation by Henric Smolak, Strossle at Internet Hungary 2017 conference in Hungary.

1. H O W N AT I V E A D S R E F O R M T H E F U T U R E O F
PA I D D I G I T A L C O M M U N I C A T I O N

2. MASS MEDIA IS DEAD > > PERSONALIZED MEDIA EXPERIENCE

3. PUSH vs PULL
BECOME THE SHOW NOT THE AD BREAK
To communicate with an audience is all about engagement
INTERRUPTING MEDIA CONSUPMTION EARNING AUDIENCE’S ATTENTION

4. * Source: Mediavision
CUSTOMER S ARE FED UP
Over 40 %* of Nordic’s population has Adblock installed
70 % of these are under 30 years old
S T R O S S L E
* Source: Mediavision

5. SALES FUNNEL HAS CHANGED

7. THE POWER OF ENGAGEMENTAND OWNING THE COMMUNICATION

8. THE EVOLUTION OF TRAFFIC
0%
25%
50%
75%
100%
2000 2010 2018
0%
25%
50%
75%
100%
2000 2010 2018
DIRECT SEARCH SOCIAL PAID
PUBLISHERS BRANDS
Source: IAB & Forbes

9. BECOME THE MEDIA
E N G A G E A N D O W N T H E C O N V E R S AT I O N

11. S T R O S S L E - I N F O G R A P H I C
Internal External
Engagement
Paid Distribution
Earned Media
THE EVOLUTION OF DIGITAL CONTENT FOR BRANDS
Used content primarily for
PR activities trying to get
media’s attention for free.
Starting to use content
for internal usage to maximize
engagement on intranets etc.
Starting to publish content on
certain channels mainly to get
organic reach from search and
newsletters etc.
Starting to focus on the content
to maximize engagement and time
on site for consumers visiting their
owned and social channels.
Content Marketing is on the rise and
content has become the solution of how to
drive traffic and engage audiences.
Becoming the media
Brands starting to work much like publishers on
various platforms to have direct relationship with
audiences, controlling traffic and collecting data.
2000 2020

12. Facebook Instagram
Your Website
Snapchat
YouTube
Email
Create content that
your audiences want
and adapt for the
medium it’s created
for
The same goes for
distribution
Twitter LinkedIn
etc…
Publisher
Collaboration

13. S T R O S S L E - V I S I T O R A C C E L E R A T O RS T R O S S L E
CONTEN T I S
NOTHING WI THOU T
AU DIEN CE

14. S T R O S S L E - V I S I T O R A C C E L E R A T O RS T R O S S L E
DIRECT NEWSLETTER
TRAF FI C IS EVERYTH ING
ALL DIGITAL BUSINESS CAN BREAKDOWN TO ACQUISITION COSTS OF VISITORS
ORGANIC
SEM
EARNED

15. S T R O S S L E - V I S I T O R A C C E L E R A T O RS T R O S S L E
NATIVE DI ST RI BUTI ON IS KEY IN A ACQUISITION STRATEGY
MORE
PAGEVIEWS?
SIGNUP FOR
NEWSLETTER?
INCREASE
TIME SPENT?
FUNNEL TO
E-COMMERCE?

16. S T R O S S L E - V I S I T O R A C C E L E R A T O RS T R O S S L E
• Adblockers has taught us that we need to earn user’s attention
• Pull instead of Push strategy and focus on engagement
• Native distribution is key for the future brand acquisition strategies
• Start owning the communication with target audiences
• Earn the attention and focus on building long term relationships

17. hernic.smolak@strossle.com
@hsmolak
+46 735 03 81 09
KÖSZÖNÖ M!