earned it by kompas - getcraft content marketing meetup
TRANSCRIPT
E A R N E D I T
By Dian GemianoGM Marketing – Group of Digital
for GetCRAFT’s MeetUp event, 22 Nov 2016
FACT #1
Ad Blocker’s Rise Is Inevitable
Kompas.com, 2 Juni 2016
Perfect relationship between content, its users and advertisers….
Content Creator
CONTENT+ Ads
Publishers pays content creators to produce good contents
Users
Users consume content for free
Advertiser
Advertiser pays the bill
Advertiser engage with users
Ad blocker has made it a bit complicated
CONTENTNo Ads
Users
Content Creator
Publishers pays content creators to produce good contents
Users consume content for free
No money to pays the bill
Advertiser
Very limited engagement
AD Blocker
FACT #2
The Cool (yet geeky) Programmatic
65%Fraudulent inventory (AppNexus data)
510%Programmatic ads growth 2015- 2019
56%Display ads are never seen by audience (Google data)
Halo Effect on Premium Publisher’s Ads according to Comscore
Top Funnel – Awareness, Recall, Message AssociationMid Funnel – Favoribility, Consideration, Intent to RecommendLower Funnel – Purchase Intent, Share of Consumer ChoicePremium Publisher
Non-premium publisher
Premium PublisherNon-premium publisher
What could marketers and ad professionals do?
FACT #3
Advertorial BrandzView
Written by copywriters Written by journalist
Hard sell Brand story oriented
Brand can do whatever they wants Brand can just trust us
2,150 organic views (avg.) 5,200 organic views (avg.)
24,300Organic views
575Organic views
FACT #4
55.6%Video ads growth
between 2014 – 2019(PWC)
However, relying advertisement efforts only to video ads will face the same barrier: Ad Blocker!
FACT #5
Speculation is the worst enemy of any content marketers
Go out and ask your audiences, get the right insights then your story will resonate…
ResearchBrand briefs research team regarding their challenges & goals
Data + Storytelling SkillsResult of the research as basic for our content creators to write story
Relevant Brand StoryA native ads format with valid data and high relevancy with target audience
Hope these sticks in your heads:
1. Ad Blocker is inevitable, ad tech comes with the risk of fraud: Content Marketing is key
2. Involve audience in your story, don’t just tell them
3. Stimulate your audience’s sense4. Don’t speculate
