WTF are the Different Forms of Native? - WTF Native Advertising UK, 10/8/15
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Jamie Labate from Quartz's presentation from the Digiday "WTF Native Advertising" event in London - October 8, 2015.
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WTF are the Different Forms of Native? - WTF Native Advertising UK, 10/8/15
- 1. Jamie Labate / @jamielabate / jl@qz.com digital director, EMEA, Quartz Native - more than just form and function
- 2. 2 Quartz is a global business news brand for smart digital natives.
- 3. 3 Â
- 4. A FILL-THE-SCREEN CANVAS ENGAGE +⯠Sparks engagement +⯠Promotes interaction +⯠Builds awareness
- 5. YOUR BYLINE BULLETIN +⯠Builds awareness +⯠Sparks conversation
- 6. 6 0 20 40 60 80 100 120 140 160 $0.0 $2.0 $4.0 $6.0 $8.0 $10.0 $12.0 $14.0 $16.0 $18.0 $20.0 2012 2013 2014 2015 Quartz revenue and advertiser growth, 2012-now: 87% advertiser renewal rate Advertisers Revenue Internal numbers
- 7. 7 The number one driver of branded content consumption is interest in the topic.
- 8. 8 The number one driver of branded content consumption is interest in the topic. The second-most important driver is trust in the site where that content lives.
- 9. 9 advertising cleverly disguised as advertising
- 10. Why bother? 10
- 11. 1. The inexorable shift to mobile is over. 11
- 12. Daily distribution of time on mobile vs. desktop, 2014: 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Russia Hungary Slovakia Brazil South Africa Turkey Australia Italy Argentina Canada Mexico India Germany Indonesia Nigeria Milward Brown AdReaction 2014, via Mary Meekerâs 2014 Internet Trends 12
- 13. Daily distribution of time on mobile vs. desktop, 2014: 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Russia Hungary Slovakia Brazil South Africa Turkey Australia Italy Argentina Canada Mexico India Germany Indonesia Nigeria Milward Brown AdReaction 2014, via Mary Meekerâs 2014 Internet Trends UK: 63% mobile 13
- 14. 2014 2015 2016 2017 2018 2019 14 Meanwhile, mobile advertising accelerates its surge past desktop. $19.2 billion $30.5 $42.0 $65.5 US desktop ad market: US mobile ad market: eMarketer,, September 2015. $50.8 $58.0 $30.6 billion $27.5 $24.9 $28.3 $24.7 $26.5
- 15. 15 2. The era of distributed content.
- 17. 17 qz.com Quartz India web email social apps events Quartz Africa Atlas Daily Brief Africa Weekly Brief Facebook Twitter Instagram LinkedIn YouTube Flipboard Google Newsstand Apple News Quartz iOS app Smartnews Pulse The Next Billion Obsession Forums Roundtables Pinterest Pocket Feedly podcast 2016
- 18. âąâŻ 158,000+ subscribers âąâŻ 64% executives âąâŻ 48% open rate The Quartz Daily Brief
- 19. âBlackrockâs branded content play at Quartz is brilliant and perfectly executed.â Justin Breitfelder Investment strategy
- 20. 20 3. Donât compromise quality.
- 21. 21 Users are growing less tolerant of unpleasant ad experiences.
- 22. 22 $1.5 $2.2 $3.2 $4.3 $5.7 $7.1 $8.8 2012 2013 2014 2015 2016 2017 2018 Native is already growing signiïŹcantly⊠US native ad spending (billions): Socintel360 via eMarketer (September 2014); IAB UK
- 23. 23 âŠand its market potential has yet to be fully unlocked. Quartz 2015 Global Executives Study; Association of National Advertisers 2015 Survey Report 84% of executives are genuinely interested in content from brands.
- 24. 24 âŠand its market potential has yet to be fully unlocked. Quartz 2015 Global Executives Study; Association of National Advertisers 2015 Survey Report 84% of executives are genuinely interested in content from brands. 55% 32% 27% 18% 18% Lack of familiarity Budget concerns Transparency concerns Lack of creative Limited reach Top barriers to adoption among brands and agencies:
- 25. 25 4. What do we do?
- 26. likelihoodof successonthe web word count / depth of treatment 26 The Quartz curve
- 27. 27 âHere, look at this thingâŠâ a surprising factoid or statistic a chart that shows a clear trend a photo that you have to look at a long, authoritative feature an exclusive bit of news a very strong argument a good headline a quip
- 29. 29
- 30. 30 Quality native advertising content is: Clearly labeled Frictionless Visual Optimised for phones Tailored to the platform User-ïŹrst in every dimension Expensive
- 31. 31 Charts 60 % Visual features draw audiences into the content. Quartz 2015 Global Executives Study
- 32. 32 Charts 60 % Photography 47 % Quartz 2015 Global Executives Study Visual features draw audiences into the content.
- 33. 33 Charts 60% Photography Interviews Interactive features Maps Video Audio 47% 39% 35% 31% 26% 9% Quartz 2015 Global Executives Study Visual features draw audiences into the content.
- 34. 34 âHate to say this, but this advertorial on Quartz is better than a lot of stories on some tech sites.â Ben Rooney Former tech editor, Wall Street Journal Europe Twitter
- 35. 35 âI love the way you handle ads so much that I disabled adblocker for qz.com.â James Thigpen Engineering executive Twitter
- 36. Thank you! Jamie Labate / @jamielabate / jl@qz.com digital director, EMEA, Quartz