Topics include, how content recommendation platforms like Outbrain, Taboola, and now Facebook, are able to be leveraged for content marketing efforts, a look at how the emergence of beacon technology is helping change the way we connect the mobile and physical worlds, how reddit’s tech influencer community is shaping the internet zeitgeist and things brands should know when engaging with them, why native advertising is continuing to grow and how brands can leverage it.

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Apr 2014.V4
thepauseproject.com

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Table Of Contents
1.
Native Advertising
2.
Content Discovery
Platforms
3.
Reaching Young Adult
Males Through Reddit
4.
Beacon Technology

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thepauseproject.com | 3Apr 2014 | Response Marketing | Pause Project | Vol 04 thepauseproject.com | 3Apr 2014 | Response Marketing | Pause Project | Vol 04
Native Advertising
Native Advertising:
Paid content that mimics
the style and context of
non-paid content.

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Eyetracking

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Facebook news feed
ads were seen by 92%
of users, whereas the
right-rail ads were only
seen by 46% of users.
EyeTrackShop Facebook study.

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Native ads deliver 4x the CTR
of mobile banners and 12x
the CTR of desktop banners.
Celtra Native Ad Report

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Notable Native Ad Spaces Mashable

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Time spent on branded
content is 50% higher
than that of the average
Mashable article.
Lauren Drell,
Branded Content Editor, Mashable

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In hopes of maximizing
content engagement,
Facebook doesn’t allow
text to occupy more
than 20% of a sponsored
image’s area.
Facebook

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“Sponsored content shouldn’t
be commonplace... It needs
to be high quality, not dull
or predictable.”
Trevor Fellow, Head Of Global Media Sales,
Wall Street Journal
Wall Street Journal

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Advice For New Efforts
1. Be mindful of
premium rates and
minimums
2. Align with other
campaigns to
maximize conversions
3. Research other
competitive efforts on
nativeadvertising.com

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Content Discovery Platforms
Content discovery
platforms like Outbrain
and Taboola help bring
relevant eyeballs to
branded content.

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“I thought we were going after
the recommendation space...[but] in
reality, we were disrupting the Search
Marketing and Display markets.”
Adam Singolda, CEO, Taboola

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How it works:
Content recommendation paid
distribution for American
Express leads to a Customer
Loyalty Cycle video in their
Knowledge Center.

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At the end of the day, content
marketing may be effective in driving
traffic, but only quality content that’s
valuable to the user will lead to a deeper
relationship with the brand.

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A potential risk in content marketing is appearing
beside risky content, although networks like
Outbrain are working to ensure brand-safe spaces.

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Reaching Young Adult
Males Through Reddit
There are over 48 million monthly unique
U.S. visitors to reddit, with high representation
among young adult males.

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There’s an overall tendency
toward techy and geeky,
which is evident by the
popularity of subreddits
like Gaming, Technology
and Science.

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Community-Oriented Advertising
• Forbidding animated, audio
and retargeted ads
• Regularly placing non-ad
content within ad units
• Allowing users to permanently
hide ads they don’t like
• Donating 10% of 2014 ad
revenue to a non-profit of
the community’s chosing

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Well-Received Brand Campaigns Newcastle

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Newcastle

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Left “Ron Burgundy came to my town today...with Dunkin
Donuts and a 40” (2,466 points, 1,643 comments)
Center Ron Burgundy and Daft Punk doing a little sightseeing
around town (Amsterdam) (3,150 points, 666 comments)
Above Ron Burgundy as a Co-Anchor at KX news in North
Dakota. (450 points, 62 comments)
Anchorman 2

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Snoop Dogg (Here_Comes_The_King)
ayy Will, imma need some more
cowbell on tha next album, u game?
Will Ferrell (_WillFerrell)
Of course! I’m absolutely game,
Snoop. I’ve also got some beats that
I want to run by you. I’m warning
you now, they’re not good.

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Nissan And Amazon

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Brands looking to foster
positive relationships
with the reddit community
should remain as
transparent as possible.

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A Peak Into Beacon
In its simplest terms, Beacon
allows users to receive a push
notification based on location.

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Beacon Tech In Use Today
Apple began using beacon
technology in all of their U.S.
retail stores in December 2013.

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With beacon, users can get
an offer for a complementary
product, check its reviews,
buy the product, and walk out
without having to interact with
a store employee or swipe a card.

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Will beacon
technology
kill NFC?
The Potential

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