"The Rise of Native Content: Why It's Going to be the World's Leading Ad Channel and How Every Travel Brand Can Use it to Influence Audiences More Effectively" presented by Luke Spano at Mumbrella's Travel Marketing Summit

1. Luke Spano, Managing Director, Avid Collective

2. The Rise of
Native Content
Agenda:
1. Why Native Content Is Going
To Be A Leading Ad Channel
2. Solving The Category’s Issues
3. How Every Travel Brand Can
Use Native Content
4. How Avid Collective Is
Building The Global Home Of
Native Content

3. Why Native Content Is Going To Be A Leading
Part 01

4. Audiences
dislike
advertising.
“Only 11% of consumers say
advertising can be enjoyable”
- Kantar

5. Minimal
attention
Lack of
trust
Lack of
relevance
Small/Short
Ad Slots
Negative
perceptions
Making It Challenging To
Push Audiences Through The Funnel

6. Audience-led
campaigns
will continually
have greater
impact
And in a world
where consumer
experience
is becoming
the priority

7. What Is Native Content?
Content produced and promoted by a publisher, focused on an advertiser’s message,
that looks and feels the same as their editorial content.

8. Which Means All These Formats
Social Posts &
Stories
Content Hubs
Long Form
Articles
Video Digital E-book
Product Reviews Vertical Video Competitions
High-Impact Guides

9. Native content
is the only
advertising channel
that consistently
provides value to
brands AND
audiences

10. Native content solves a lot of challenges
for brands with its unique benefits
ATTENTION TRUST RELEVANCE EDUCATIONAL EMOTIVE
90%
84%
84%
50%
100x
Minimal
attention
Lack
of trust
Lack of
relevance
Small or Short
Ad Slots
Negative
perceptions
Opt-In Advocacy
100x longer
attention time than
standard display.
Avid Collective Publisher Average
Dwell Time Comparison.
Higher brand lift
when content
distributed on a
publisher’s site.
Nielsen
Research Lab
For 90% of audiences,
say relevance is the top
factor that sparks
interest in content.
IAB ‘Getting Sponsored Content Right:
The Consumer View’
Of consumers take
some form of action
after engaging with
native content.
Medium Rare - The Power of
Brand Content Study
More impact
when an impression
garners ‘high’ vs. ‘low’
emotion
Les Binet & Peter Field
‘The Long And Short of It’
Contextual
Relevance
Rich &
Informative
Entertaining
& Enjoyable

11. 2021 2022 2023 2030
The category
is growing at a
rapid rate
Content Marketing is a large category - $4.3b AUD in 2023.
It’s expected to grow nearly 40% to $5.99bn by 2030.
$4.3B
$5.99B

12. native content could be the
world's leading advertising channel.
is to unlock the true potential of native
content by building its global home.

13. But native
content has its
own challenges

14. The Category’s Issues
Part 02

15. 04
Lack of
Content
Expertise
02
Resource
Intensive
03
Minimal
Audience
Targeting
01
Fragmented
Market
Typical Challenges With Native Content
05
No Defined
Role for
Content

16. Avid Collective is unlocking
native content by building its

17. Network of
Publishers
140+ Trusted
Publishers
Reaching 18+ Million
We’re Unlocking Native Content
Through Platform & People
End-to-End
Platform
For Every Stage
of A Campaign
Audience
Targeting
To Hit Bullseye
Target Segments
Team of
Content Experts
Guiding Strategy
At Every Step
Unique Campaign
Solutions
For Every Campaign
Objective
Fragmented Market Resource Intensive Minimal Audience Targeting Lack of Content Expertise No Defined Role for Content

18. We make high-quality native
content easy through greater
access, impact and scale
A Network of
140+ Digital Publishers
Campaign Solutions For
Every Marketing Objective
End-to-End Platform
Team of Experts Driving
Campaign Strategy
Targeting &
Amplification Engine

19. Rich Content is
Educational
Audiences Opting in Garnering Attention
Advocacy
Driving Trust
Contextually
Relevant
Entertaining
& Emotive
Unlocking your ability to take advantage
of these valuable and unique benefits

20. And we’re only
just getting started!

21. Quick Summary:
01
Native Content has a valuable role to play given
the many challenges we face as marketers from
audiences’ disenfranchisement with advertising
02
Avid has unlocked native content as a channel,
solving that it can be fragmented, complex, and
resource intensive

22. How Every Travel Brand Can Use
Part 03

23. A Common Problem
With Brands Doing
Native Content
Lack clarity on
how to plan native content
campaigns and
what role it should play

24. So, we’ve
made it more
accessible…

25. The
Visionary
Educational
Advocacy Contextual Engaging
The Four
Archetypes
There are many
different ways to
leverage native content.
The Advisor
The Advocate
The
Visionary
The Promoter

26. Which ones are relevant for
your brand?

27. The

28. The
ADVOCATE BENEFITS:
Advocacy
Educational
Leveraging benefits that impact decision-
making for their audience
When your brand or destination is less well-
known
The publisher advocating for the brand with
benefits relevant to their specific audience
WHO
WHAT
HOW

29. The ultimate stay
this summer. It’s
all about ease…
Key To Success
Trust the advocate to know which
benefits of your proposition are going to
drive the most interest from their
audience.
The
ADVOCATE

30. The

31. The
ADVISOR BENEFITS:
Education
Contextual
Making the conceptual, tangible through
longer-form formats that enable the
publisher to showcase a trip experience in full
When there are a lot of great options, but
not one proposition that stands out
Having the publisher provide
recommendations on ‘what to do’
WHO
WHAT
HOW

32. Key To Success
Make it easy for the audience to say YES
by being practical in the
recommendations includes and how the
content is produced.
The
ADVISOR
72-hour Gold Coast
itinerary you need
to relax & refresh

33. The

34. The
PROMOTER BENEFITS:
Contextual
Engaging
Leveraging assets consistent with the
above the line work but putting in native
formats to maximise impact and attention
Have one specific value proposition that
you want to focus on with high impact
Strong positioning focused on creating
excitement by sharing valuable information
with enough info to create action
WHO
WHAT
HOW

35. Key To Success
Find the environments with high
editorial alignment by finding the
publishers where the audience will be
genuinely excited at the proposition.
The
PROMOTER
We went to
the new
Netflix Pub!

36. The

37. The
VISIONARY BENEFITS:
Advocacy
Engaging
Visually-led content that connects what
you are known best for with the visually
appealing elements of the proposition
Visually appealing brands/destinations
with additional compelling reasons
to consider
Inspiring the audience through
immersive visuals that guide how to do
activities whilst enjoying the views
WHO
WHAT
HOW

38. Key To Success
Excite as many senses as you can.
You want the audience to be so
immersed in the content and your
message that they think about it for
months on end.
The
VISIONARY Who’s
coming with
you!?

39. The
Visionary
Educational
Advocacy Contextual Engaging
The Four
Archetypes
There are many
different ways to
leverage native content.
The Advisor
The Advocate
The
Visionary
The Promoter

40. How Avid Collective Is Building The Global Home Of
Part 04

41. Introducing Avid’s New…

42. Unlocking Native Content To Drive
Stronger ROI For Brands
Enhanced end-to-end
native content
platform
Scaling our campaign
strategy offering,
powered by our
content experts
Increasing the
measurability and
efficiency of every
campaign that we run
Approve
Feedback

43. Analyse Your
Performance
Discover The
Network
Plan Your
Campaign
Manage Content
Workflows

45. Analyse Your
Performance
Discover
The Network
Plan Your
Campaign
Manage Your
Campaign

47. Analyse Your
Performance
Discover
The Network
Plan Your
Campaign
Manage Your
Campaign

49. l

50. Analyse Your
Performance
Discover
The Network
Plan Your
Campaign
Manage Your
Campaign

52. The Benefits Driving Greater ROI
Efficient Media
More tech means more
automation, and thus
savings in the process
Better Collaboration
Much quicker to evolve
potential campaigns with
Avid’s strategists or
publishers in the network.
Substantial Time Saving
Every step of exploring and
running native content
campaigns is made easier
and more efficient.
Greater Accessibility
More information and control
at your fingertips to make
better decisions.

53. “Avid's solution takes a lot of
the pain away at both ends.
Making it much easier for
media buyers.
Avid's technology has the
potential to be game-
changing for our industry.”
Revolutionary Tech That Will Change The Category
“It was super quick
managing everything
through the platform, it took
the back and forth out of
discussions and approvals.
We were strapped for time,
but working with Avid was
seamless.”
"In today’s fast paced
environment, the old ways
of working simply won’t cut
it and Avid is at the forefront
of change.
We saved significant time
and effort working with
multiple publishers."
Tim Dungan
Chair of the Digital Publishers Alliance
Co-Founder of Junkee Media
Olivia Pellegrino
Investment Manager
Mindshare
Claire Riding
Group Strategy Director, Content & Partnerships
Wavemaker

54. With Avid Collective

55. Access The Network Of 140 Publishers
+90
more
Travel Entertainment Premium Sports News
Lifestyle Food Youth

56. Strategy Powered By People
Our Team Of Strategists Here to Guide Every Step
Media Strategy
Solutions
Publishers
Content
Audience
Targeting &
Optimisation
Client Success

57. How We Can Help
01.
Develop the role of
native content within
your media mix
02.
Publisher + Content
recommendations
for your brand
03.
Work together on
designing a campaign
or long term partnership

58. native content could be the
world's leading advertising channel.
is to unlock the true potential of native
content by building its global home.

59. Come And

60. Thank You!