"Getting Personal: How to Increase the Impact of your Content Marketing through Native Content" at Mumbrella's Travel Marketing Summit 2022

1. Getting Personal:
How to Increase the Impact of your
Content Marketing through Native Content
Luke Spano & Georgia Faure
Avid Collective

2. We Love
Content
Because It’s
Immersive

3. And true native content is deeply immersive
True Native Content VS Native Placements

4. Content produced
by a publisher,
focused on
advertiser’s
message, that
looks and feels the
same as regular
editorial content.

5. Here’s why
Native content can
drive greater
impact from your
content marketing

6. The key difference
between content
marketing and native
content is advocacy
from a trusted voice

7. Users who feel a kinship with a brand
will spend twice as much
as those who don’t.
Capgemini "Loyalty Deciphered— How Emotions Drive Genuine Engagement” 2017 via Impact.com

8. 84%
of people say they don’t
trust direct advertising
from brands
Forbes: 2021 Consumer Insights

9. Advocacy provides brands
4 powerful benefits

10. Such a gem on the Great Ocean
Road! Save so you remember ✨
01.
Advocacy
leverages existing
relationships,
so people are
more receptive
to the message

11. 02.
Advocacy
from voices people
know + love creates
trust in your
message

12. We need to go to all of these!
Please look them up ASAP
We need to go to all of these!
Please look them up now
We need to try this with pa
when go to our next trip.
We need to go to all of thes
Please look them up now
This is our bucket list for
when we get there!
03.
Advocacy
creates a desire
to join in amongst
an audience,
prompting intent
to replicate
Kayla Collins we need this for
our food trip in Hong Kong!

13. 04.
Audiences choose to
browse and
consume content,
garnering active
attention

14. Better
Attention
Advocacy that drives
1. Openness & Receptivity
2. Trust In Message
3. Desire To Join In
4. Active Attention

16. “Only when an ad receives
more than 2.5 seconds of attention
we can start talking about
enduring impact.”
Amplified Intelligence

18. “Over 80% of ads
don’t reach the 2.5 second
attention-memory threshold.”
Amplified Intelligence

19. Sources: InSkin Media, Research Now, and Sticky + Avid Native Average Dwell Time Across Q1 22’ Long Form Article Partner Content
80s
20s
40s
60s
General
Display
Search Classifieds
Native
Content
Average Attention Time Per Impression
Social
Because they’re choosing to engage, they spend
more time on content and with your brand

20. Audiences choose to consume native content,
resulting in better attention and more action
The most common
action (34%) was
purchasing a product.
of consumers took some
form of action
(buy, share, follow, save)
after engaging with a recent
piece of branded/native content.
84% 34%
The Power of Branded Content (Crowd DNA 2021)

21. Advocacy + Better Attention
= Greater Impact

22. Personalised
Native Content

23. Personalised native content ensures the value of
the advocacy is maintained as you scale
FROM THIS… TO THIS!
BROAD MESSAGING PERSONAL & RELEVANT

24. 64%
of Australian consumers
expect a personalised
experience
Adobe: ‘Make It Personal’ 2022

26. Here’s how you can do
personalised native content

27. 1. Segment The Target Audience
To go beyond the standard personas
Bucket Listers
Family Travellers
Road Trippers
Foodies
Active Family
Adventure
Summer Group
Road Trippers
Fine Wines
Young Family
Beaches
Grey Nomads
Young Couple
Holiday Park Family
Adventure Seeker
Local Culture
Caravanning Around
The Country
Van Lifer
Art & Design
Multi Generational
Family Trip
Health Enthusiast
Luxury Explorer
Nature
Adventurers
Wellness Lover

28. 02. Personalise Content To Your Segments
To make it easy for them to say yes
Wellness Culture Family Fun
Natural
Attractions
Adventure Foodies
Wellness Lover
Health Enthusiast
Local Culture
Art & Design
Multi Generational
Families
Holiday Park Family
Nature Adventurers
Van Lifer
Adventure Seekers
Caravanning Around
The Country
Luxury Explorer
Young Couple

29. 03. Partner With The Right Trusted Voices
Wellness Culture Family Fun
Natural
Attractions
Adventure Foodies
Best Life
Australia
Urban List
Holidays
With Kids
Starts at 60
We Are
Explorers
TimeOut
Love To
Know
Signature
Luxury Travel
& Style
Where To
Australia
The Guardian
This Weekend
GRAZIA
Mouths of
Mums
Finder
Stay at Home
Mum
Where To
Travel
Vacations &
Travel
Caravan &
Camping
With Kids
AWOL
Boss Hunting
Australian
Mountain
Bike
Gourmet
Traveller
Marion’s
Kitchen
So Where
Next

30. 3. Use Partners To
Capture Content
2. Leverage User
Generated Content
1. Repurposing Existing
Creative Assets
04. Leverage Smart Content Production
To drive greater impact from available resources

31. Channel
Content
Audience
Multi-Channel
distribution
Time Out Australia
Sponsored
Ana Robinson
Sponsored
OPTIMISE
05. Significantly Amplify & Optimise
Because great content isn’t worth creating if nobody’s going to see it

32. Advertising Channel Scale Targeted Attention Trust
Television
Radio
Billboards
Display Banners
Social Ads
Search
Native Content
Native Content can uniquely achieve
attention & trust, but struggles with scale

33. Round 1
Round 2
Round 3
Round 4
Round 5+
1
Campaign
Sign Off
Media Agency
Creative Agency
Client Publisher
2 3
4 5 6
Copy written
for content
Content
Strategy
Proposed
Asset
requirement
sent
Campaign
Objectives
Agreed
Copy &
imagery sent
for 1st review
4 5 6
Copy &
imagery
reviewed
Assets supplied
in required
format + spec
Multiple
Feedback
Rounds
Campaign
Live
Phone
Calls
Email
Threads
Spreadsheet &
Docs
Email
Threads
Phone
Calls
Content
Strategy
reviewed &
agreed
Media Agency
Creative Agency
Client Publisher
7
Copy &
imagery
approved
8
Copy &
imagery sent
for legal
review
8
Creative
given legal
approval
6
Amends
to copy &
imagery
Pre Planning Creative Production
Spreadsheet &
Docs
Email
Threads
Spreadsheet &
Docs
This is what it can look like
to get a piece of native content live

34. As a result, advertisers spend
so much time executing
Breakdown of hours required on typical $50K native content campaign
36 12 12 6 3 6 10
Analysing
the potential
partner
publishers
offering’s
and their
relevant
products e.g.
12 publishers
Briefing a
range of
publisher’s
on the
potential
campaign -
RFP’s e.g. 6
publishers
Reviewing
Publisher
Proposal’s
e.g. 6
publishers
Negotiating
+ signing off
selected
RFP’s
Organise
Finances
Campaign
briefing and
feedback
process
Following up
+ collating
performance
reports +
creating
summary
presentations
85
hours

35. And that’s not the only reason native content
struggles to scale
Lack of
Unique Reach
Fragmented
Market
Lack of
Standardisation
Minimal
Targeting
Resource
Intensive

37. We took a run at solving the native content
problems to elevate the category
Lack of
Unique Reach
Fragmented
Market
Lack of
Standardisation
Minimal
Targeting
Resource
Intensive
Reaching
18+ Million
One Point of
Access
Product
Matrix
Extensive
Data Partnerships
Platform Run
Campaigns
Craft Cartel
We Explorers
Go Ask Mum
Buzzfeed
Are Media

38. Partners Advertisers
Building a larger native content industry
by creating greater efficiencies

39. Travel Brands already
benefiting from Avid Native

40. 100+ Publishers 500+ Influencers 11,000+ Data Segments

41. We Deliver Native Content at Scale
To bring brands and messages to life
Additional Content
Amplification
Optimise Towards
What’s Working
Create a Scale of
Content
Travel withbest experience
Get thechancetowin
Optimise
Towards What’s
Working
Relevant
Environments to Align
Contextually
Scale of Content
Creation
1. 2.
Additional
Content
Amplification
3. 4.

42. Greater Scale
Better Attention

43. Avid’s Campaign
Solutions
A toolkit of over 20 unique marketing
solutions that leverage content to
deliver on specific campaign objectives

44. We Have A Solution For Every Media Objective
Awareness Conversion
Consideration
Creative
Functional
Mass Reach
Mass
Awareness
Social Chatter
Hype
Announcement
Creating News
Advocate &
Influence
Content Series
Audience
Education
Sequential
Video Series
Advocate &
Drive
Showcase &
Drive Shoppable
Article
Feature & Drive Engaged Traffic
Content
Connector
Content
Connector to
Publisher
Social Traffic
Prospecting
Ecommerce
Acquisition
Creative
Platform
Exploration
Content
Showcase

45. We built a platform to manage it all
END-TO-END
SPEED & EFFICIENCIES
EVERYTHING HOUSED IN ONE
PLACE
BUILT FOR MULTIPLE
STAKEHOLDERS
ACCESS TO REAL-TIME
REPORTING & OPTIMISATIONS

46. Discovery Tools To Find Partners
Discovery Profiles
● Partner Overview
● Audience Insights &
Metrics
● Key USPs
Products Discovery
● Products By Partner
● Product Inclusions &
Deliverables
● Search Based On
Objectives
Partner Discovery
● Explore the Partner
Network
● Find Ideal Content
Partners
● Search Based on Needs

47. Filter & Search Bar
Filtered
Partner
Profiles
Browse & Filter The Entire Network

48. Deep Dive Into Selected Partner

49. We Also Provide An Unrivalled Service Offering
Content Included Australian Account Service
Guaranteed Deliverables
Content production costs are
included with every campaign
Sydney based account
management, digital teams,
strategy and commercial support
Platform Access
Platform access for multiple
stakeholders for content approvals
and insights
We guarantee content engagement
with minimum levels of impressions,
content views and clicks
Extensive Reporting
- Live Dashboards
- Extensive PCR reports
- Brand Uplift Studies
- 3rd Party Traffic Reviews

50. Plus a team of experts to support and guide
(these are just some of them…)

51. We’ve created an advertising solution
that satisfies all 4 of the key advertising pillars
Advertising Channel Scale Targeted Attention Trust
Television
Radio
Billboards
Display Banners
Social Ads
Search
Native Content
Avid Native

52. Bespoke decks +
materials as needed
Network Deep Dive +
Workshops Available
Brief Avid using
platform briefing tools
Engage partnerships
team for proactive
ideas + plans
Working With Avid

53. Come see us at our stand!