trends in native advertising, michael gutkowski, fmp
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Signal Chicago
Michael Gutkowski/President, Sales & Marketing
09/11/2012
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Too Many Messages, Not Enough Engagement
Source: 2005 Yankelovich Marketing Receptivity Survey, TechCrunch “A Framework for the $10B+ Native Advertising Market” June 2012
5,000
500
9%
0.1%
1970 1980 1990 2000 2012
Daily Marketing Messages CTR
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The Currency of Conversation is Content
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Source: *comScore July 2012, Data Sift Competitive Study April 2012
TRENDHUNTER SOCIAL REACH AND SCALE The Difference of Passion Based Content: Intimacy & Influence
“We get emails all the time from readers thanking us for the site and sharing how the site has changed their lives. People tweet how AoM is second only to the Bible for their guide to life. It's very humbling, but also daunting.” – Brett McKay, Art of Manliness
AoM content is tweeted more than content from competitors, comparatively
11X 117K Facebook “Likes” as of August 2012
US unique visitors
1MM 50% Lift in average user’s Klout Score compared to Klout’s average of 20
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Fueling Brand Success on the Social Web
Conversational Marketing
=
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What is Content Marketing?
Information and experiences that may provide value for an audience in specific contexts
Content
brand to achieve brand marketing goals
Marketing
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What is Native Advertising?
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Editorially integrated, not boxes and banners
Encourages experience, doesn’t stand in the way of it
Enables brands to participate, not distract
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The Origin of Native
“It’s interesting that the ads which are “native” to a site – in other words, that are driven by text … that follow a site’s design approach, do best… I’ve argued for the past few years that advertising needs to not interrupt, but rather be part of a site’s dialog.”
- John Battelle’s Searchblog, June 25, 2006
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The Evolution of Native
?
Our content helps brands be native to these closed
platforms…
Promoted Videos
Promoted Tweets
Sponsored Stories
2009 2010 2011 2012
Content Series & Sponsored Posts
2006
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…We Also Make Brands Native to the Open Web
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From Theory to Practice
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The Droplet: What’s Making Ripples
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Passion Based Publishers Behind SmartWater
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Creating a Currency of Conversation on Facebook…
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…And Across the Open Web
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The Results
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Social Dramatically Exceeded Expectations…
Vs. Goal
+ 55%
+ 590%
+ 30%
419% Earned Media ROI
194% Social Actions
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…As Did Native Advertising Performance
+400% CTR
(Performance vs. benchmark)
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