Social is the new starting point for how we discover and share news with our friends. Brands now have a unique opportunity to connect and engage users by creating social content that users want to see and most importantly, share. Andy showed why EQ matters more than IQ in social advertising and why distribution is just as important as creating quality content. View the video of this presentation here: http://www.iabaustralia.com.au/events-training/recent-events-and-training/item/1512-iab-native-advertising-seminar

1. Native Advertising Seminar
31 January 2014
IAB Native Advertising Seminar
© 2014 IAB Australia Pty Ltd
January 2014

2. #iabnative
IAB Native Advertising Seminar
© 2014 IAB Australia Pty Ltd
January 2014

3. Social Sharing with a
Purpose – Why EQ
Matters More Than IQ
Andy Wiedlin
Chief Revenue Officer
BuzzFeed
IAB Native Advertising Seminar
© 2014 IAB Australia Pty Ltd
January 2014

4. Social Sharing
With a Purpose:
Why EQ Matters More Than IQ
Andy Wiedlin
@acwiedlin
3

5. BuzzFeed creates content
people want to share.
100M+
monthly
UVs
4

6. Total Traffic
Over the Last 2 Years
(Monthly UVs)
133.5M GA Global UVs
in December 2013
Unique
visits per
month
5

7. “The media
landscape is
changing so
rapidly ... I
remember when
BuzzFeed was
just something I
did in college
around 2 a.m.”
-Barack Obama
Whitehouse Correspondents
Dinner
April 27, 2013
6

8. Agenda
Native < Social
Social changes everything
Social Storytelling for brands
Examples and discussion
7

9. Native Advertising:
Paid ads that are so cohesive with the page
content, assimilated into the design, and
consistent with the platform behavior that
the viewer simply feels that they belong.
8

10. Native is good,
social is better.
9

11. Our POV
Consumers are looking to discover,
engage, and share content
Great brands are telling stories
through engaging and sharable
content to generate true word-ofmouth marketing
10

12. The Facebook Test
11

13. Why do people
share things?
12

14. Content is about identity.
13

15. Have a heart
14

16. Capture the moment.
15
15

17. Humor is
social.
16

18. So are human rights.
17
17

19. Don’t post things people
are embarrassed to
share.
18

20. If content is social,
ads can be too.
19

21. Like Good TV, Ads:
Tell a story
Involve
people
emotionally
Are not
heavyhanded
20

22. The BuzzFeed Story Unit
In-stream
and
contentrich
21

23. The same hat, just tinier.
Justin Bieber’s yellow
Lamborghini
22

24. Watching the train pull up
right as you get to the
platform
Achieving the perfect
ratio of cream to sugar to
coffee
23

25. Australia: Caesar Salad
New Zealand: Roast Chicken
24

26. 25

27. 26

28. Guacamole hummus
Soup dumplings
27

29. Rub excess eye cream
into your cuticles.
Use a dab of aspirin
to treat a pimple.
28

30. Be a relevant voice to
your audience.
29

32. Attracting a Young Audience
Median Audience Age for the
Top US News Properties
Source: comScore for
websites, NYTimes for
networks
31

33. This is not new.
32

34. Measure Earned
Engagement
33

35. Always-on
marketing
34

36. Oreo
35

37. This little bridge you
see daily is perhaps
the most iconic in the
world.
You walk hills
everyday. Your calves
are HUGE.
36

38. Spend more, get more.
Average CPE
by spend level
Average social lift
by spend level
Social
Lift
CPE
Higher
spend =
better lift
Spend level over time
Higher spend
= better CPE
Spend level over time
37

39. Social
Video
Mobile
38

40. Social
Mobile
Video
39

41. Key Takeaways
Native is good, but social is
better.
What credible stories can your
brand tell?
Give your avids content to
become advocates.
And have some fun!
40

42. Discussion
Andy Wiedlin
@acwiedlin
AndyW@BuzzFeed.com
41