This document discusses why native advertising is the future of monetization. It notes that click-through rates for traditional display ads have declined significantly since 2000 as users ignore banner ads. Native advertising integrates sponsored content seamlessly into users' experience through formats like promoted videos, posts, and articles. Major publishers have adopted native ads to generate revenue without hurting the user experience. The document introduces the Native Monetization Framework for helping brands and publishers utilize native advertising through both open formats for brand building and closed formats for direct response. It provides an example of how promoted videos on Sharethrough achieved an 18x higher brand lift than industry norms.
18. Native Matters...
Website eyetracking heatmap
conducted on NYtimes.com
Because we’re blind to banners
19. “Nobody reads advertising.
People read what they want to read
and sometimes it’s an ad.”
*
- Howard Luck Gossage, 1969
(“the Advertising Socrates of San Francisco”)
21. What is Native* Advertising?
VISUALLY Built into the user experience
INTEGRATED *
CHOICE * Not interruptive & annoying
CONTENT * Promotes brand content that
creates value for the user
22. *
For Advertisers For Publishers
Distribute brand video content Generate new revenue using
through native ad inventory native monetization
27. IF THEN
native
CONTROL 1 CHOICE*
I will have complete Users will have to
control over what I choose to engage
read & watch with brand content
*
28. IF THEN
native
USER EXPERIENCE 2 INTEGRATED *
Publishers need to Publishers must align
monetize without their business model
hurting their user and revenue model
experience
*
29. IF THEN
native
NO INTERRUPTION 3 CONTENT *
Interruption won’t Brands must deliver
work forever content that creates
value
*
32. Native
*Closed *Open
Advertising
Brand
Building
Promoted
Videos
Promoted
Posts & Stories
Promoted
Music &
Playlists
Promoted
Images
Promoted
Websites
Promoted
Listings
Direct
Response
Most recent version can be found online at
Curated by http://www.sharethrough.com/NativeAdFramework
The mini-pitch/overview before the pitch (these talking points while new Dr. Seuss slide is showing): Brands are investing a lot of money to create original branded video content. They then post this content to their own site as well as their social media pages on Facebook, YouTube, and Twitter. They also use paid media, like YouTube Sponsored Videos and Facebook Sponsored Stories, to drive traffic and awareness of their original content. Brands & agencies partner with Sharethrough because we can deliver similar Sponsored Video ad opportunities across the rest of the web. Our ad units are non-IAB standard & directly integrated into the experience of our participating sites, also known as Native placements, which produce exponentially higher engagement rates.\n\n
The mini-pitch/overview before the pitch (these talking points while new Dr. Seuss slide is showing): Brands are investing a lot of money to create original branded video content. They then post this content to their own site as well as their social media pages on Facebook, YouTube, and Twitter. They also use paid media, like YouTube Sponsored Videos and Facebook Sponsored Stories, to drive traffic and awareness of their original content. Brands & agencies partner with Sharethrough because we can deliver similar Sponsored Video ad opportunities across the rest of the web. Our ad units are non-IAB standard & directly integrated into the experience of our participating sites, also known as Native placements, which produce exponentially higher engagement rates.\n\n
The mini-pitch/overview before the pitch (these talking points while new Dr. Seuss slide is showing): Brands are investing a lot of money to create original branded video content. They then post this content to their own site as well as their social media pages on Facebook, YouTube, and Twitter. They also use paid media, like YouTube Sponsored Videos and Facebook Sponsored Stories, to drive traffic and awareness of their original content. Brands & agencies partner with Sharethrough because we can deliver similar Sponsored Video ad opportunities across the rest of the web. Our ad units are non-IAB standard & directly integrated into the experience of our participating sites, also known as Native placements, which produce exponentially higher engagement rates.\n\n
The mini-pitch/overview before the pitch (these talking points while new Dr. Seuss slide is showing): Brands are investing a lot of money to create original branded video content. They then post this content to their own site as well as their social media pages on Facebook, YouTube, and Twitter. They also use paid media, like YouTube Sponsored Videos and Facebook Sponsored Stories, to drive traffic and awareness of their original content. Brands & agencies partner with Sharethrough because we can deliver similar Sponsored Video ad opportunities across the rest of the web. Our ad units are non-IAB standard & directly integrated into the experience of our participating sites, also known as Native placements, which produce exponentially higher engagement rates.\n\n
dermatologists were angry\n
10 years later, and those dermatologists are still angry! \n\nSame ads, we’ve just learned to ignore them.\n\n\n
We all know the story about how CTR’s are declining every year. \nNew generations are born with banner blindness\nDeath of the banner!\n\n\n
So instead of talking about what doesn’t work, let’s talk about what IS working\n
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I don’t know any inside info, but if I was thinking of monetization strategy...here’s what WILL work\n
I don’t know any inside info, but if I was thinking of monetization strategy...here’s what WILL work\n
I don’t know any inside info, but if I was thinking of monetization strategy...here’s what WILL work\n
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Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
Brand Direct: Identified 54 brands across the country that are game changers (top digital spenders + fortune 500 brands + hot on brand video).\n
Sharethrough’s native placements are located where readers’ attention is focused, within the editorial column.\n
Sharethrough’s native placements are located where readers’ attention is focused, within the editorial column.\n
Sharethrough’s native placements are located where readers’ attention is focused, within the editorial column.\n
Sharethrough’s native placements are located where readers’ attention is focused, within the editorial column.\n
Sharethrough’s native placements are located where readers’ attention is focused, within the editorial column.\n
Sharethrough’s native placements are located where readers’ attention is focused, within the editorial column.\n
What’s similar about all of these ad experiences? They’re all about promoting brand CONTENT, not annoying ads.\n\n
What else do all of these native ad experiences have in common?\n
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Sharethrough is about distributing brand content, not ads. We distribute brand video content through native ad inventory.\n
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Let me explain to you why I believe Native is the only viable future for advertising\n
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native is already here. \n\nwhat i’m trying to do is help frame the conversation\n