leveraging competitive intelligence in native advertising
TRANSCRIPT
Leveraging Competitive Intelligence in Native Advertising
Presented by
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David KellyVP Business Development
WhatRunsWhere
Leader, Business Strategist & AdTech Innovator
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Leveraging Competitive Intelligence in Native Advertising
• Native Advertising & New Opportunities• Content Discovery Networks • Maximizing Success with Competitive Intelligence
What is Native Advertising?
“…a paid ad that is so cohesive with the pages content, assimilated into the design, and consistent with the platform behavior that the viewer simply feels that it belongs. ”
- IAB Native Advertising Playbook
Founded on three main principals:
Why all the hype?Native Ad Spend
• 2015 Native Ad Spend forecasted to reach $4.3 Billion• Number will double by 2018• Opportunities, opportunities, opportunities
According to eMarketer (2014)
Why is Native garnering so much ad spend?• Because it works
• 70% prefer to learn about products through content than traditional ads
• 32% would share Native Ad content with friends and family vs. 19% for banner ads
• Purchase intent is
53% Higher
How are Native Ads relevant to Affiliate Marketers?
Content Discovery Networks (CDN)
Top Content Discovery Networks
Who uses Content Discovery Networks?• B2B/B2C Companies & Brands• Lead Generation Companies• News sites including Viral News and Quiz Sites (Ad Arbitrage)
• Use Cases:–Content Boosting–Direct Response
Case Study #1: Huffingtonpost (Content Boosting)
Case Study #1: Huffingtonpost.com (Content Boosting)
Case Study #1: Huffingtonpost.com (Content Boosting)
Case Study #1: Huffingtonpost.com (Content Boosting)
Case Study #2: MegaBargains24.com (Direct Response)• Online bidding service for branded products• Vouchers, tips & tricks to save
Case Study #2: MegaBargains24.com (Direct Response)
Case Study #2: MegaBargains24.com (Direct Response)
Case Study #2: MegaBargains24.com (Direct Response)
Case Study #3: Ancestry.com (Direct Response)
• Genealogy research website• Over 25,000 publishers employed
Case Study #3: Ancestry.com (Direct Response)
Case Study #4: viralnova.com (Viral News/Quizzes - Ad Arbitrage)
Case Study #4: viralnova.com (Viral News/Quizzes - Ad Arbitrage)
Case Study #4: viralnova.com (Viral News/Quizzes - Ad Arbitrage)
Results with competitive intelligence?
• Uncover and build upon the strategies & ad spend of successful brands
• Redefine your own strategies informed by current data
• Discover specific types of ad content that are most likely to go viral
• Analyze landing page copy and design strategy
• Understand the complete Native Advertising landscape across any niche
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