Conde Nast India - Digital Ecosystem Strategy for Magazine / Print Media Publ...Tushar A Amin
A Digital Strategy presentation designed (voluntarily) for aligning Conde Nast India's print publications with online, mobile and application development initiatives.
We are Figmenta, a digital marketing and production agency, specialized in beauty, healthcare and lifestyle brands.
In this first part, we explore how Luxury brands have integrated digital platforms and practices into their communication in order to step up their game and embrace new types of customers.
More about us?
www.figmenta.com
Platforms are everything on which we create. They are a trade show, a website, a river, a floating city, even a skateboard. Platforms are the base upon which we all business, and what we build to exchange value by creating opportunities for all kinds of interactions. The ability to design a platform that successfully scales value creation for all participants involved is a task fit for architects.
To become scalable, the platform must exploit digital angles to offer new benefits to its users. It must create a delivery system that can be reconfigured into different contexts, and do so by creating an innovative business model.
Let’s first understand platforms.
DiCoDE: Digital Content Distribution Ecosystem model v2010Fabian Tilmant
DiCoDE presents 1 model with 5 key concepts, at the crossroad of Digital Content, Advertising and Social Networks throughout Media, Telecom and User Experience universes. It aims to understand, analyse and decode actors, actions and stakes within the Digital Content Distribution Ecosystem. DiCoDE explains how users access, get engaged, consume and interact with any type of digital content. It also defines strategies and tactics accordingly.
Conde Nast India - Digital Ecosystem Strategy for Magazine / Print Media Publ...Tushar A Amin
A Digital Strategy presentation designed (voluntarily) for aligning Conde Nast India's print publications with online, mobile and application development initiatives.
We are Figmenta, a digital marketing and production agency, specialized in beauty, healthcare and lifestyle brands.
In this first part, we explore how Luxury brands have integrated digital platforms and practices into their communication in order to step up their game and embrace new types of customers.
More about us?
www.figmenta.com
Platforms are everything on which we create. They are a trade show, a website, a river, a floating city, even a skateboard. Platforms are the base upon which we all business, and what we build to exchange value by creating opportunities for all kinds of interactions. The ability to design a platform that successfully scales value creation for all participants involved is a task fit for architects.
To become scalable, the platform must exploit digital angles to offer new benefits to its users. It must create a delivery system that can be reconfigured into different contexts, and do so by creating an innovative business model.
Let’s first understand platforms.
DiCoDE: Digital Content Distribution Ecosystem model v2010Fabian Tilmant
DiCoDE presents 1 model with 5 key concepts, at the crossroad of Digital Content, Advertising and Social Networks throughout Media, Telecom and User Experience universes. It aims to understand, analyse and decode actors, actions and stakes within the Digital Content Distribution Ecosystem. DiCoDE explains how users access, get engaged, consume and interact with any type of digital content. It also defines strategies and tactics accordingly.
Comparing examples found in nature with examples of business enterprises, we highlight the different characteristics that make up an ecosystem's value chain.
Including specialists, coopetitors, cross feeders, system developers, infomediaries, system service providers, sector shapers, aggregators, open platforms, intermediaries, sectors, clusters, geographic hubs, adaptors, communities.
Providing a case study for each characteristic, this presentation helps you to understand your ecosystem positioning and using these levers, you will be able to visually map the different actors that make up your ecosystem.
2012 OTA Conference - Social Media BootcampJessica Folger
Social media is changing constantly, empowering consumers with travel tools that influence their destination, accommodation and activity decisions. Platforms like Facebook and Pinterest are bringing the experiences of other consumers to the forefront, while mobile and location-based technologies are enabling travelers to make more spontaneous, well-informed plans with minimal hassle.
Join us for an overview of the latest trends in social media, a conversation about opportunities for marketers, and a deep dive into social media’s relevancy to the travel industry.
DAN Brand Accelerator: Client Pitch KeynoteJason Newport
Here is the Brand Accelerator pitch deck I began using to pitch current clients more than two years ago. I refined as we advanced through each phase once clients had signed on and we adjusted as necessary. I pitched this to more than twenty clients, all household brand names -- an converted each of them. Not a single brand declined to move forward.
Part 1 = What are social media about ?
PART 2 = To integrate social networks brands need to build “social brand experiences”
PART 3 = Example of a « social brand experience » = the ford story
Community Management - presented by Gaurav Singh of Squad DigitalSquad_Digital
Gaurav Singh took us through what Squad Digital offers for Community Management as a practice. Another brilliant presentation from Social Media Day Nairobi.
Comparing examples found in nature with examples of business enterprises, we highlight the different characteristics that make up an ecosystem's value chain.
Including specialists, coopetitors, cross feeders, system developers, infomediaries, system service providers, sector shapers, aggregators, open platforms, intermediaries, sectors, clusters, geographic hubs, adaptors, communities.
Providing a case study for each characteristic, this presentation helps you to understand your ecosystem positioning and using these levers, you will be able to visually map the different actors that make up your ecosystem.
2012 OTA Conference - Social Media BootcampJessica Folger
Social media is changing constantly, empowering consumers with travel tools that influence their destination, accommodation and activity decisions. Platforms like Facebook and Pinterest are bringing the experiences of other consumers to the forefront, while mobile and location-based technologies are enabling travelers to make more spontaneous, well-informed plans with minimal hassle.
Join us for an overview of the latest trends in social media, a conversation about opportunities for marketers, and a deep dive into social media’s relevancy to the travel industry.
DAN Brand Accelerator: Client Pitch KeynoteJason Newport
Here is the Brand Accelerator pitch deck I began using to pitch current clients more than two years ago. I refined as we advanced through each phase once clients had signed on and we adjusted as necessary. I pitched this to more than twenty clients, all household brand names -- an converted each of them. Not a single brand declined to move forward.
Part 1 = What are social media about ?
PART 2 = To integrate social networks brands need to build “social brand experiences”
PART 3 = Example of a « social brand experience » = the ford story
Community Management - presented by Gaurav Singh of Squad DigitalSquad_Digital
Gaurav Singh took us through what Squad Digital offers for Community Management as a practice. Another brilliant presentation from Social Media Day Nairobi.
DataEngConf: Measuring Impact with Data in a Distributed World at Conde NastHakka Labs
By Ky Harlin (VP Growth & Data Science, Conde Nast)
The nature of digital content is more distributed than ever before, and measuring its impact presents different challenges than traditional web analytics. How does one manage measurement and analysis in this environment to create meaningful feedback loops for a media company? At its core, this is an engineering problem, but it requires close collaboration with data scientists, content creators, editors, and others in order to be effective. Through real examples from his work at Conde Nast, Ky will review how they have approached this problem and interesting findings from their early work.
This is a proposal for a new Brand. VanHack empowers top international tech talent to break into the Canadian startup community.
With a growing talent pool of over 14.500 developers, designers and online marketers, we are constantly placing talent into Canadian startups.
Large scale, cloud computing and scalability with UmbracoWarren Buckley
Alex Norcliffe from Conde Nast International Digital/Umbraco Core Team and Peter Miller from Conde Nast Digital UK will discuss umbraco on a large scale, cloud computing and scalability.
Kindly check na lang po, ito po yung ginamit ko noong nakaraang panuruang taon 2015. (not completed kase naibigay ko na yung lesson plan ko sa friend ko)
mala-masusing banghay aralin sa filipino-lumbriaSalvador Lumbria
nilalayon ng banghay araling ito na matulungan ang mga mag-aaral na nagpapakadalubhasa sa Filipino. Nawa'y magsilbi itong gabay upang lubos na maunawaan ang mabisang pagtuturo ng panitikan na may angkop at naayon sa wastong pamamaraan ng pagtuturo nito.
Presented by Ashley Sobel: July 7, 2017
Consumers are now spending more time with digital media than any other channel — even TV -- and advertisers are following suit. This class will focus on three key digital tactics: site direct display, digital video, and paid social. Specifically we'll cover the history of these channels, when and why to use them, how to plan and buy for them, and the tools at our disposal for activating and trafficking the buy.
Presented at TMKedu by Carolyn O'Leary on July 9, 2014.
This presentation tackles one of the very first questions we need to ask before developing a planning strategy, "who are we talking to?" It explores the best way to conduct a target analysis, from utilizing available research, to mining for insights, to identifying new audience opportunities. It also takes a look at the evolution of targeting in the digital age and how big data has changed the way we reach potential customers.
Why Brands Matter for Nonprofits and What to Do About It. Building a strong brand to drive donations, volunteerism, and engagement. Presented at University of Chicago Social Enterprise Alliance Onboard Conference
Hacking Kickstarter: Crowdfunding Your Project
Adam Long, Marketing Strategist
Discover the secret weapons that entrepreneurs use to raise millions of dollars through crowdfunding
What’s the difference between a project that raises $5000 and a project that raises $10mil? Preparation, strategy and messaging. Simple, but not easy. It’s time to take crowdfunding to a professional level. This presentation is a practical session in building crowdfunding campaigns that rock, as we create a plan and content for a ready-to-go campaign. We cover: getting started, the logistics and preparation, crafting messages that resonate with people and tweaks that make the biggest difference to the success of a campaign.
This presentation is for entrepreneurs with a project suitable for launching on Kickstarter. It can be your amazing new product, a fantastic service, a revolutionary aid project or something unexpected. If you are planning to launch your crowdfunding project in the next 6 months, this could be the presentation that makes the big difference. We’ll look beyond superficial “crowdfunding coaching” and start building your campaign.
Adam Long is an experienced crowdfunding manager, entrepreneur and predatory marketer for Step Change Marketing. One of Australia’s top 30under30 entrepreneurs, he has sat on the Board of Engineers Without Borders and is a Director of Beehive, the sustainable design lab he founded in 2010. He takes a triple-bottom-line view of success, and his thinking has been sought out and implemented by the likes of AusIndustry, Red Cross, Sony Music and 3M.
Ben and Jerry’s CEO recently said that they view themselves as publishers and their agencies as publishers. Find out why he said that, and what that means for the future of marketing. Additionally, is the “Agency of Everything” an unrealistic fantasy or plausible reality? Attendees will learn what it takes to be one and/or what you have to do to hire one. In this session Simon will also speak about why brands need to uncover their unique Story Platform and how it impacts all future communications.
In this session from the University of Chicago's 2017 OnBoard conference, you will learn how to move beyond a typical mission statement to crafting a powerful mission that drives your organization's brand. With your mission and brand in place, you can leverage the power of content strategy to create a communications-centric culture. You'll leave this session equipped with content strategy tools and insights you can start implementing at your next board meeting.
Presented by:
Bridgett Colling, Digital Project Marketing Manager, See3
Nancy Goldstein, Chief Strategist, Compass(X)
Revolt Breakfast Club is a monthly presentation for our clients and special guests, which aim to inspire, educate and encourage discussion about the ever-changing digital landscape. The presentations focus on specific topics relevant for those who want to be better at navigating the various tools, technologies, platforms and consumer preferences faced by brands today.
This month's breakfast club covers the exciting and growing platform - Snapchat.
This month's speakers:
Creative Director of Vaynermedia UK – Ryan Murphy (@VaynerMedia)
Ryan Murphy is the creative director of Vaynermedia’s agency in London. Vaynermedia is one of Snapchat’s close collaborators and is part of the platform’s official advertising and creative partnership – developing social content and software, that makes it possible for advertisers to purchase, optimize and analyze campaigns via Snapchat.
Denmark’s no. 1 Snapchatter – Rasmus ‘Lakserytteren’ Kolbe (@Lakserytteren)
Lakserytteren is the most popular professional snapchatter in Denmark. Rasmus Kolbe holds a degree in Communication Design and has been working with brands such as Coca Cola and Spies Travel. On average, 20.000 people view each of his snaps, and he recently launched his international Snapchat profile @HelloRasmus.
If you want to 2x your SaaS business, you can't rely on A/B testing (and we tell you why). Copy Hackers presents 19 well-researched techniques for doubling your revenue.
At ABC’s annual conference in San Francisco, November 10, 2011, media industry veteran Jack Griffin gave the annual luncheon speech. Griffin recently founded Empirical Strategic Advisors, and he explained to attendees why the new model for media is the “here and now.”
Most of us know that Open Source is a viable business model - but how does one market an Open Source product? This talk will provide insights for OSS vendors, contributors, associations and investors.
Similar to Native Advertising: 4A's and 23 Stories (20)
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Unknown to Unforgettable - The Art and Science to Being Irresistible on Camer...
Native Advertising: 4A's and 23 Stories
1.
2. 23 STORIES X CONDÉ NAST | 4A’S | PAGE
AGENDA
• What is Native Advertising, and why does it
exist?
• How do we define what is and isn’t native?
• Types of Native Advertising
• How do we know if it’s working?
• What role does programmatic play?
• What’s to expect in the future?
2
3. 23 STORIES X CONDÉ NAST | 4A'S | PAGE 3
WHAT IS NATIVE?
It’s talked about a lot, so what is it?
13. 23 STORIES X CONDÉ NAST | 4A'S | PAGE 13
HOW DO WE
DEFINE NATIVE?
Native is a broadly defined term? How do we balance
breadth in offerings with marketplace standards?
15. 23 STORIES X CONDÉ NAST | 4A’S | PAGE
“A FORM OF CONJOINT MEDIA THAT HAS
BOTH THE ELEMENTS OF PAID MEDIA AS
WELL AS OWNED CONTENT THAT IS
TRANSFORMED INTO A COMMERCIAL
MESSAGE TO A SPECIFIC PLATFORM”
- Socintel360
AKA….
A MESSAGE FROM A BRAND THAT YOU
WANT TO READ, NOT THAT YOU HAVE TO
READ, PRESENTED IN A WAY THAT’S
NATIVE TO THE PLATFORM IT’S
CONSUMED.
15
WHAT IS
NATIVE
ADVERTISING
16. 23 STORIES X CONDÉ NAST | 4A'S | PAGE 16
TYPES OF
NATIVE
Native is broadly defined. How does the industry define it?
How are publishers creating their own standards?
17. 23 STORIES X CONDÉ NAST | 4A’S | PAGE
PAID-SEARCH UNITS
IN-FEED UNITS
RECOMMENDATION WIDGETS
PROMOTED LISTINGS
IN-AD (IAB STANDARD) WITH NATIVE ELEMENTS
CUSTOM
FORBES YAHOO! FACEBOOK TWITTER
YAHOO! GOOGLE BING ASK
OUTBRAIN TABOOLA DISQUIS GRAVITY
ETSY AMAZON FOURSQUARE GOOGLE
APPSSAVVY EA ONE SPOT FEDERATED
CONDE NAST FLIPBOARD TUMBLR PANDORA
MARTINI MEDIA
SPOTIFY
THE CORE 6
18. 23 STORIES X CONDÉ NAST
IN FEED
23 STORIES X CONDÉ NAST
19. 23 STORIES X CONDÉ NAST
PAID
SEARCH
23 STORIES X CONDÉ NAST
20. 23 STORIES X CONDÉ NAST
RECOMMENDATION
23 STORIES X CONDÉ NAST
21. 23 STORIES X CONDÉ NAST
PROMOTED
LISTINGS
23 STORIES X CONDÉ NAST
22. 23 STORIES X CONDÉ NAST
IN-IAB
23 STORIES X CONDÉ NAST
23. 23 STORIES X CONDÉ NAST
CUSTOM
BRAND
SUPPLIED AD
CONDÉ NAST EDIT
CONTENT ONLY
BRAND
SUPPLIED AD
Editorial content, presented with “Brought
to you by Brand X” slug.
No brand or product integration.
SPONSORED EDIT
Brand XLOGO
Brand X
BRAND AD
BRAND
AD
BROUGHT TO YOU BY
24. 23 STORIES X CONDÉ NAST
BRAND
SUPPLIED AD
BRAND
APPROVED
ARTICLE
BRAND
SUPPLIED AD
CUSTOM
Tier 2 content reflects advertiser messaging
about the editorial platform.
Audiences will find this strategically
targeted content engaging and get
a sense of the advertiser empowering the
story through branding (logos) and language.
BRANDED CONTENT
Brand X
Brand X
LOGO
BRAND AD
BRAND
AD
PRODUCED FOR WITH
25. 23 STORIES X CONDÉ NAST
BRAND
SUPPLIED AD
BRAND APPROVED
ARTICLE
WITH PRODUCT
INTEGRATION
BRAND
SUPPLIED AD
CUSTOM
Content produced by 23S on behalf
off Client that mirrors Tier 2 but also
directly integrates the advertiser or
products into the story.
PRODUCT INTEGRATION
Brand X
Brand XLOGO
BRAND AD
BRAND
AD
PRODUCED FOR WITH
26. 23 STORIES X CONDÉ NAST
I.C.E.
IMMERSIVE CONTENT
EXPERIENCE
WHAT:
Brands who want to go beyond the
standard native article or video, and
create a more immersive
destination to engage with the
brand. Lives at the intersection of
content and technology.
WHO:
• Conde Nast
• WSJ
• NY Times
• Quartz
27. 23 STORIES X CONDÉ NAST | 4A'S | PAGE 27
IS IT WORKING?
How do we know if Native advertising is working?
28. 23 STORIES X CONDÉ NAST | 4A'S | PAGE 28
WHY ARE WE DOING IT?
Web Traffic
Social Media
Time Spent
Direct Sales
Qualitative
SEO
0% 14% 28% 42% 56% 70%
29. 23 STORIES X CONDÉ NAST | 4A'S | PAGE 29
WHY AREN’T WE DOING IT?
Lack of Time
Engagement
Lack of Budget
Volume
Innability to Measure
Variety
Lack of Knowledge
0% 12% 24% 36% 48% 60%
30. 23 STORIES X CONDÉ NAST | 4A’S | PAGE
THE PARADOX
“We’re creating customized experiences.
What makes these opportunities unique and
valuable is often what precludes you from
scaling them. We approach these
partnerships slightly differently—I want to
know what the publication is uniquely
positioned to deliver. Sometimes it’s the
audience, the technical capabilities, the
distribution and sometimes it’s the behavior
of the audience (how social they are). It’s a
little difficult to scale in native right now.”
—Amanda Rubin, Goldman Sachs
30
“What makes
these
opportunities
unique and
valuable is often
what precludes
you from scaling
them.”
31. 23 STORIES X CONDÉ NAST | 4A’S | PAGE 31
*
LOW INTEGRATION
HIGH SCALE
THE NATIVEPARADOX
TABOOLA
YAHOO!
OUTBRAIN TIME
INC
HIGH INTEGRATION
FORBES
WSJ
VOGUE
ATLANTIC
WIRED
VOX
NAME
NAME
KEY*
Publisher Websites
(representing specific
titles/domains)
23S
NY
TIMES
BUZZFEED
Networks
(representing a collection
of titles or a platform)
32. 23 STORIES X CONDÉ NAST | 4A'S | PAGE 32
DO IT…
AND DO IT WELL
How to follow some industry best practices on how to create
content worthy of a publisher’s home page
33. 23 STORIES X CONDÉ NAST | 4A’S | PAGE
• CREATE YOUR CONTENT COMPETITIVE SET
This may not be your traditional competitive set, the
brands you’re trying to steal share from, or customers
from.
• THINK ABOUT ATTENTION, NOT TRANSACTION
Who is your desired “audience” spending time with?
33
1. PERSPECTIVE
REDEFINING YOUR
COMPETITIVE SET
34. 23 STORIES X CONDÉ NAST | 4A’S | PAGE
THINK LIKE A READER,
NOT A BRAND
34
2. BE A READER
• CREATE CONTENT FOR AN AUDIENCE, NOT FOR
YOUR BRAND
When your or your partner are creating branded
content, think about whether this is interesting to earn
attention, not to sell a product.
• THE SOCIAL TEST
Would you share it? Would your friends, family?
35. 23 STORIES X CONDÉ NAST | 4A’S | PAGE
WHAT’S YOUR
POINT OF VIEW
35
3. POV
• ARE YOU STATING A FACT, OR BUILDING A POV?
Content that earns attention, and creates social value
has a point of view, it stands for something the reader
can relate to.
• ARE YOU BUILDING A BRAND PERSONALITY?
Leading content brands need to establish both a POV
and a voice, tone and personality for the brand. ALL
brand communications should ladder up to that.
36. 23 STORIES X CONDÉ NAST | 4A’S | PAGE
IF YOU BUILD IT, THEY
MAY NOT COME
36
4. AMPLIFY
• ARE YOU BUILDING A AUDIENCE FOR YOUR
CONTENT?
There is far too much noise today to create a piece of
content without a plan to build an audience.
- Is your partner(s) syndicating content across their
network?
- Are you using paid and earned social?
- Search (paid and SEO)
37. 23 STORIES X CONDÉ NAST | 4A’S | PAGE
MEASURE, IMPROVE,
REPEAT
37
5. MEASURE
• DO YOU KNOW WHAT YOUR KPIs ARE?
If you don’t know what you expect your content to do,
how can it possible succeed?
- Rigorously define KPIs (in order of importance)
- Make sure your measurement plan gives you (as-
close-to) real time insights as possible
- Make sure you (and your team) are built to respond
38. 23 STORIES X CONDÉ NAST | 4A'S | PAGE 38
ROLE OF
PROGRAMMATIC
With an ever evolving automation marketplace, making media buying and selling more
efficient and scalable, will the application of programmatic kill Native, or help it thrive?
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NATIVE
• Wide debate among the publisher, ad tech and agency
community around whether or not Native should be a
programmatic offering.
• Pro’s and Con’s to both sides of debate (can it live as
both?
• In the end, is it about what the advertiser is trying to
achieve? Are there implications to the value of a native
ad?
IN PROGRAMMATIC
39
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THE BARBELL
PROGRAMMATIC
PROS
Ability to quickly scale media
programs by matching data with
inventory. Efficiency.
WHAT IT’S
GOOD FOR
Scale media buys with creative
that applies broadly to a segment
BESPOKE
PROS
Highly custom creative and media
placements that have high impact.
Creativity.
WHAT IT’S
GOOD FOR
Creative/Media that has a
significant impact on a specific
audience
TRIPLE
LIFT
CONDE
NAST
OUT
BRAIN
TABOOLA
NY
TIMES
R29
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WHAT’S COMING?
So we know why we’re doing it,
and why it works, but what’s next?
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4 THINGS TO
WATCH FOR
1. Measurement Models Evolve
Look for more view and engagement based models, shifting
towards an attention economy.
2. Clients Open Shop
Clients are restructuring PR and Marketing to be always on.
3. Death of the Campaign
Planning cycles need to die. Agencies, publishers and clients
need to figure out how they do business in an always on world.
4. If You’re Not Learning, You’re Losing
The goal shouldn’t be to product a winning piece of content
every time, but learn, and iterate.
IN NATIVE ADVERTISING
42