The Behavior Change Model & The Secret Science Behind Native Advertising
1. advertising for the modern internet
Dan Greenberg
founder & ceo
@dgreenberg
The Behavior Change Model
Or: “TheSecretScienceBehindNativeAdvertising”
2. Dan Greenberg, CEO @dgreenberg
On the Modern Internet
Ads That Fit In
Are The New Normal
3. Dan Greenberg, CEO @dgreenbergDan Greenberg, CEO @dgreenberg
Ads That Fit In
Are The New Normal
4. Dan Greenberg, CEO @dgreenbergDan Greenberg, CEO @dgreenberg
NativeAdvertising.com
The Sponsored Content Leaderboard
The Native Advertising Summit
Marquee Native Ad Conference
Co-Chair
Native Ad Committee
5. Dan Greenberg, CEO @dgreenberg
Powering In-Feed Native Ads For Modern Publishers
• The Largest Supply Side Platform for Native Ads
• Programmatic Buying via OpenRTB2.3
• 1.5B+ Native Ads per Month
• Most Sophisticated Technology Solution
• Chair of IAB Native Ad Committee
• 150 Employees, Based in SF & NYC
• $29M Funding
Dan Greenberg, CEO @dgreenberg
6. Dan Greenberg, CEO @dgreenberg
Native Ads Have Been
Battle Tested by Every Major Closed Platform
Dan Greenberg, CEO @dgreenberg
7. Dan Greenberg, CEO @dgreenbergDan Greenberg, CEO @dgreenberg
Native Monetization is the Predominant Advertising Strategy for the Closed Web
8. Dan Greenberg, CEO @dgreenbergDan Greenberg, CEO @dgreenberg
Intrepid Publishers Took the Leap
Into a World Beyond Banner Ads
9. Dan Greenberg, CEO @dgreenbergDan Greenberg, CEO @dgreenberg
Native Advertising on the Open Web
10. Dan Greenberg, CEO @dgreenbergDan Greenberg, CEO @dgreenberg
VS
Display Ads
Standardized Sizes
Native Ads
Standardized
Component Parts
54. 1. Focus on Ability > Motivation
2. Emotion does not = Action
55. 1. Focus on Ability > Motivation
2. Emotion does not = Action
3. Baby Steps over Big Leaps
56. 1. Focus on Ability > Motivation
2. Emotion does not = Action
3. Baby Steps over Big Leaps
4. Put Triggers in Moment of Motivation
57. 1. Focus on Ability > Motivation
2. Emotion does not = Action
3. Baby Steps over Big Leaps
4. Put Triggers in Moment of Motivation
5. Start New Behavior vs. Stop Old Ones
58. 1. Focus on Ability > Motivation
2. Emotion does not = Action
3. Baby Steps over Big Leaps
4. Put Triggers in Moment of Motivation
6. Design for Mobile
5. Start New Behavior vs. Stop Old Ones
59. 1. Focus on Ability > Motivation
2. Emotion does not = Action
3. Baby Steps over Big Leaps
4. Put Triggers in Moment of Motivation
6. Design for Mobile
7. Craft Content Condusive to Persuasive Headlines
5. Start New Behavior vs. Stop Old Ones
60. 1. Focus on Ability > Motivation
2. Emotion does not = Action
3. Baby Steps over Big Leaps
4. Put Triggers in Moment of Motivation
6. Design for Mobile
7. Craft Content Condusive to Persuasive Headlines
5. Start New Behavior vs. Stop Old Ones
61. Dan Greenberg, CEO @dgreenbergDan Greenberg, CEO @dgreenberg
Dan Greenberg
@dgreenberg
dan@sharethrough.com
62. Dan Greenberg, CEO @dgreenbergDan Greenberg, CEO @dgreenberg
Dan Greenberg
@dgreenberg
dan@sharethrough.com