Earning money without stepping on your users
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Online advertising is in the midst of change. We are stepping away from banner ads into a world where advertisers need to be good players on the platform before they can be effective advertisers. This presentation lays out design principles for native monetization. Drawing on lessons from our experience at Twitter in creating ways to monetize that are ethical, inclusive and scalable.
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Earning money without stepping on your users
- 1. Earning money* Meekal Bajaj · @mbe · 10/12/2012 *without stepping on your users
- 6. via DoubleClick advertiser blog (Aug 2011), http://doubleclickadvertisers.blogspot.com/2011/08/latest-display-benchmarks-now-available
- 12. ttac ha a c k a t p nt je ur co nte yo to via http://flic.kr/p/6m6kzS
- 13. Create ads that play to the strength of your content
- 17. What are you charging for?
- 18. Persuade your audience, slowly and with finesse
- 20. Build trust Put users before advertisers
- 22. set limits
- 38. Create ads that play to the strength of your content Incentivize advertisers to be good citizens Persuade your audience Empower your users Mobile first
- 39. The road ahead
Hinweis der Redaktion
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- - In the course of the last 5 years, we have seen absolutely amazing moments unfold on Twitter.\n- Perspectives and photographs that would have merely been relegated to family stories earlier are now featured in international news. \n- 3 years ago Yanis Krums was on the ferry that picked up passengers of the flight that crashed in the Hudson.\n- Incidentally, he went from 70 followers that day to over 10,000 today. \n\n
- Brad Keselowski, a NASCAR driver who was stopped by race marshals when a fire broke out who tweeted his driver side view of what was going on at the NASCAR race track that allowed millions of people to see what he saw. A completely different perspective. \n
- - And sometimes history unfolds when you don’t even know you are on to something big. cultural narrative of what happened that day\n- Whats common to these and the millions of other moments captured on Twitter is that anyone can join, anyone can participate and everyone has a vote on what other people have shared.\n
- - We want to reach every person on the planet. Provide them a platform on which to stand and express their views. \n- So, elephant in the room how do _you_ pay the bill? Ethically? Inclusively? In a manner that scales?\n\n\n\n\n
- - We saw advertising as a model that could grow with us\n- We explored the idea of display ads.\n- But with a click through rate that had flat lined at 0.1%, we knew that status quo did not cut it for us\n
- - So, we looked at others who had tackled the problem\n-Leading online display advertisers had all sorts of fancy experiences to pump some life in their engagement numbers\n
- - This could have been us. \n- But, we wanted our ads to delight the user. We wanted the experience to be better with ads, and this certainly was not it.\n\n
- Often compared to a news service, so we looked at how they monetized\n
- - Could have been another direction we could have taken\n- But, putting advertisers over our users didn’t seem ethical to us.\n- On Twitter you win by being good not loud\n\n
- - This is the story of what we chose to do. \n- Promoted content on Twitter starts off no different than organic content.\n- Instead of thinking of them as ads, we see them content that can reach new people. Ads are content first, and ads second. \n- Experience we need to design is one where advertisers don’t try to grapple for your attention, but instead win your trust\n\n\n\n\n
- - advertisers to test drive their content before you attach the jet pack of a promoted tweet to your content and amplify its reach.\n- everything old is new again. The concept of advertising matching the medium it is on is not new. Even saw it online on sites like Google and Facebook.\n- These are the pillars we chose to stand on, and we think they are good ones.\n\n\n
- - One of the principles by which we chose to design our products is\n- We chose to design an ad product where to be good at advertising on Twitter, you need to be good at Twitter\n- Create content that resonates with audience\n- The only way to build a product which isn’t caught in a tug of war between money and experience Aligns business goals to product goals -\n- You design a platform, design one that rewards advertisers for being good citizens in the ecosystem\n\n\n\n
- - The promoted products we offer are all part of the core of what makes Twitter. \n- Instead of making ads external to the content, we chose to make content itself promotable. \n- Users come to twitter to read new content, and promoted tweets offer new avenues for finding new content\n\n
- - Along with content, comes Discovery\n- helping users find new people and new trends we can improve their experience by introducing them to interests they care about.\n- Promoted accounts try to persuade our users that they have something of interest to say\n\n\n\n
- - while promoted trends help users discover what is interesting right now.\n- By being part of the discovery experience on Twitter, advertisers have an opportunity to create a relationship with the users\n\n
- - The other side of the coin to the content, is the question of what you charge for\n- As a designer you need to be part of this discussion early.\n- Lots of ways to monetize a product. Design the monetization experience with the user in mind. \n- Impressions mean that you are incentivizing advertisers to be loud, to get noticed.\n- So, get involved early with the money questions, more often than not, you will be fighting this fight between experience and monetization for a long time. Lay down solid groundwork.\n\n\n
- - Remember, the people who are coming online now are digital natives who have been blasted with traditional ads most of their lives. \n- They don’t want loud advertisers and it shows in the declining engagement rates.\n- Design new platforms. Don’t encourage loudness, instead encourage persuasiveness\n\n\n\n\n
- Whether by social proof, or by doing something nice for the users so that they become the spokespeople. By bringing in delight and awe. \n\nWe owe it to everyone to make the online advertisers work harder \n
- Make advertisers work harder not just in the quality of ads they show, but in holding them accountable.\n\nIf an ad doesn’t resonate, we stop showing it. We would rather lose money than lose trust.\n\n
- - nothing is different\n- If Pepsi can tweet a video, so can Jeff. They look the same, and have the same set of actions.\n- Ads and content equality. \n\nBuild trust- at Twitter one of our gating factors before we provide advertisers with new features, is checking whether there is any reason our users should not have the same feature.\n
- - Design principle in monetization thats often overlooked\n- Being restrained means that the user is more likely to engage with the fewer high quality ads you do show. \n- It means that they havent learned to zone out a part of your platform because of ad blindness.\n\nIt shows that you are serious about your relationship with your users.\n\nOnly increase coverage if u can keep quality\n
- Making sure that you are not inundating users with promoted content is important to build trust, but even \n- more than that is empowering your users to tell you when something doesnt work for them\n- Listen to their feedback\n- Use their feedback\n
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- On Twitter, we chose to empower the user, let them tell us what doesn’t work\n\n
- and then we take it away\nNot only does it put our users squarely in control but it helps our scientists create a better experience by taking away bad ads.\n
- Over 1 million Android and iOS devices alone are being sold everyday \nOn any given day, Twitter sees more revenue come in from mobile devices than desktops. \nfuture is in ads that have the quality, the relevance and the presentation of actual content so that they can exist in the same place as content.\n\n\n\n
- So instead of forcing in ads into their apps, which take up bandwidth and limited screen real estate\n\nor obscuring the very content that users came to see, both of which are even more annoying when you are on a mobile device\n
- So instead of forcing in ads into their apps, which take up bandwidth and limited screen real estate\n\nor obscuring the very content that users came to see, both of which are even more annoying when you are on a mobile device\n
- \nwe choose to present our promoted content inline with the other content. \nAnd on mobile, our engagement rates are even higher than on desktop.\nGreat thing about this, is wherever our content goes our ads can go. We don’t need to rethink everything again. Or worry about what sized containers our ads need to fit in.\n\n
- because this style of monetization is becoming more ubiquitous, whether on facebook\n
- pinterest\n
- or tumblr\n
- Principles for native monetization\n
- We are not perfect. \nBut by watching engagements and dismissals.\nAnd making advertisers responsible for content that doesn’t perform well, \nwe are forcing ads to be good enough to be content\n\n\n
- The blessing and the curse of native monetization is that you need to be good at the platform before you are good at promoting on the platform. \nIts certainly more work for the marketers and the principles I laid down today will raise the bar further. \nAnd while it can feel a bit like Mission control for the marketers trying to make sense of all the options and the metrics, would rather have better advertisers\n\n