Paul Sundue from Gawker Media's presentation from Digiday's WTF Native Advertising event on November 3, 2015.

1. Building The Right Team
For Native
D I G I D AY, W T F N AT I V E 2 0 1 5

2. Your Tour Guide

3. Film School

4. Software Dev

5. Advertising

6. 6

7. Gawker Media reaches most desirable audience on the web
U N I Q U E V I S I T O R S : 1 8 - 3 4 ( 0 0 0 ’ S )
* C O M S C O R E , J U L Y 2 0 1 5
Buzzfeed Gawker Complex Vice Vox Media NYT Cosmopolitan Mic.com Upworthy WSJ New Yorker GQ Esquire Vogue
9761,999
3,673
5,246
6,194
9,298
10,320
11,355
22,25322,751
25,39225,445
27,891
44,750 G A W K E R M E D I A
P R O P E R T I E S R E A C H
37%of all millennial readers
on the internet
7
5 5 M M—
T O TA L M O N T H LY
U N I Q U E S ( U S )

8. Not just scale, but upscale
% R E A C H : 1 8 - 3 4 & H H I $ 1 0 0 K + ( T O TA L U N I V E R S E : 2 0 M M )
* C O M S C O R E , J U N E 2 0 1 5
Gawker NYT Buzzfeed Complex Vox Media Vice WSJ Mic.com CosmopolitanNew Yorker GQ Esquire Upworthy Vogue
0.5
1.21.31.4
1.9
3.1
3.6
5.8
8.9
12.1
13.2
13.8
14.5
16
#1GMG reaches more affluent
millennials than any other
digital publisher within our
competitive set.
8
!
!
!
!
!
%REACH!

9. 9
S T R AT E G I S T S | C O P Y W R I T E R S | D E S I G N E R S | P R O D U C E R S | T E C H N O L O G I S T S

10. 10
60%
Of all GMG media
deals involve some
form of Native or
Custom Content
The Epicenter of Growth

11. GMG Native Post Volume
S P O N S O R E D P O S T V O L U M E 2 0 1 4 / 2 0 1 5
11
2014 2015 (projected)
359
315
!
14%increase in post volume

12. 12

13. 13
The Work is Visually Diverse

14. 14
!!!EVENTS

15. 15

16. S O U R C E S : Q U A N T C A S T , G O O G L E A N A L Y T I C S , C H A R T B E A T , K I N J A
Behind The Curtain
2.5%!
Organic Homepage
VTR for GMG Native in
2015 Jan-Jun
2:30!
AVERAGE TIME ON
PAGE - Native
16
3:00!
AVERAGE TIME ON
PAGE - Editorial

17. 17
So, By Producing Over 300 Posts/Year — What Have We
Learned about Building A Team?

18. 18
!
CO
PY
!
P R O D U C T I O N
!
ART
!
STRATEGY
We’re Organized
like a Creative
Agency
!
25 People

19. 19
!
CO
PY
!
P R O D U C T I O N
!
ART
!
STRATEGY
Roughly Equal Head
Count in Each
Department
!
Equal Representation
During EVERY phase the
development process,
Brainstorm through
Production
!
Everyone should feel
ownership.

20. 20
Organize a
Team To Tackle
your REAL goals
!

21. 21
Wait. What
are my real
goals?
!
!

22. Your goal is NOT to crank out a boring advertorial
filled with bad stock photography and lukewarm
brand messaging.

23. 23
To communicate
information about A
Product, Topic or
Service in a manner
that is interesting to
my audience.
!
Real Goal:
!
!

24. 24
If you don’t find the
content interesting
— then there’s NO
WAY your readers
will.
!

25. S T U D I O @ G A W K E R
!
For Creative Roles, Hire To
Build a Service Business,
not a Product Business
!
!
D E P T H O F C AT E G O R Y K N O W L E D G E
!
I N S AT I A B L E C U R I O S I T Y
!
O P E N N E S S T O N E W I D E A S /
C H A L L E N G I N G S TAT U S Q U O
!
I N T E L L I G E N C E & H U M O R O V E R
D I R E C T E X P E R I E N C E
!
Consultants,
Not Machine
Workers

26. Depth of Knowledge
They went full MacGyver
!
Well, not *full* MacGyver; the new Miata contains
zero percent chewing gum, … or disassembled
ballpoint pens. But they did do some awesomely
clever stuff like swapping out the stereo speaker
magnets in the doors (of all models) with lighter-
weight neodymium; replacing some welds with high-
strength adhesives (again: not chewing gum);”
“

27. Depth of Knowledge - Maintaining Voice

28. Insatiable Curiosity
S T U D I O @ G A W K E R
!
!
VTR is even lower,
when run on sites
outside our network
!
Native Advertising > Content
Marketing
Our Posts Are
21%
Less Effective
(Vtr) When Run
On Gmg Sites
With Different
Demos
S T U D I O @ G A W K E R
!
These FUN FACTS
researched by a
naturally curious
strategist — who was
not assigned to this
project

29. 29
Insatiable Curiosity
!
564
Comments
Open Threads
28%
Readers Spend
Longer Per Page
Than Posts With
Closed
Comments
S T U D I O @ G A W K E R
!
These FUN FACTS
researched by a
naturally curious
strategist — who was
not assigned to this
project

30. 30
!
75+Entries in <24 hours
Openness to New Ideas

31. 31
Intelligence and Humor Over Direct
Experience
“ …the show Girls is basically
a documentary about
Bushwick residents.
Everyone…is a variation of
Hannah Horvath: a creative
type with big dreams,
psychological problems, and
endless financial resources.
News flash: if you’re a
freelance music journalist
who went to Saint Ann's and
now lives in a 2,000-square-
foot loft, you're not
"struggling."
!
83K
View

32. 32
• Creative Agency model:
• Strategy, Art, Copy, Production
• Equal Representation Throughout Process
• Hire To Build a Service Business, not a Product Business
• Depth of Category Knowledge
• Insatiable Curiosity
• Openness to New Ideas/Challenging Status Quo
• Intelligence and Humor Over Direct Experience
Huh? I Missed It. How Do I Build an
Effective Team for Native?

33. Thank You
D I G I D AY, W T F N AT I V E 2 0 1 5