Post on 08-Jan-2017
CROSS-DEVICE NATIVE STRATEGY
DIGIDAY
WIL HARRIS HEAD OF DIGITAL CONDÉ NAST
“There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers. You might think that the public would resent this trick, but there is
no evidence to suggest that they do.” !
— David Ogilvy, 1963
DIGIDAY
: The original native strategy
DIGIDAY
Principles of promotions within magazines
Built by a parallel team that sits between commercial and editorial (doesn’t compromise church and state)
The most expensive thing we do (page rate + production cost + loading)
Uses the magic of the title to give an uplift to the brand advertising
Mimics editorial in form and layout, but clearly marked
DIGIDAY
G Promotion
Steeped an intrepid history, British style is often at the forefront of Autumn/Winter collections and Jaeger’s contribution to this season is no exception. Its latest foray in menswear plays a key role for Jaeger, now in its 131st year. Still championing some of the world’s most superior materials, its latest range is characterised by British tweed, the finest wool and luxury cashmere.
This season, Jaeger is shifting up another gear. Now with a repertoire to suit the stylistic demands of the modern man, the menswear regular is focusing its attention towards contemporary tailoring - a perfect match of more traditional values and the answer to the insatiable demand timeless and high-quality design and the perfect cut.
The new sleek and seductive silhouettes
Mastering contemporary sartorial needs while keeping tradition is now effortless with Jaeger, 131 years old and still forward-thinking
Jacket, £299. Trousers, £150. Shirt, £75. Tie, £65.
Pocket square, £25
Below: Jacket, £370. Rollneck, £130. Trousers,
£159. All by Jaeger. Available at selected stores and
jaeger.co.uk
READER OFFER
£100 OFF SUITING
Bring this page to a Jaeger
store to claim your discount
or enter GQSUIT15
at the online checkout*
A MODERN HERITAGE
Jacket, £340. Waistcoat, £130. Shirt, £75. Trousers,
£159. Tie, £75. Pocket square, £25.
*Receive £1003 off when you purchase a full price Jaeger suit (suit jacket and suit trousers). Offer valid from 10 September to 15 October 2015. Offer is valid in freestanding stores, selected shop in shops and online at jaeger.co.uk. To redeem the offer online, enter code GQSUIT15 at the checkout. Offer is not valid in conjunction with any other offers or promotions. Offer is not valid on the purchase of Made to Measure suits. Jaeger reserves the right to amend the terms and conditions at any time.
of Jaeger’s tailoring are sure to dominate conversations throughout this season, while also forming a particular highlight for the collection, supported by washed cords and chinos for a more casual spin. The result? A utilisation of Jaeger’s classic colour palette (navy, charcoal and camel are all welcome constants) in creating a unique, sharp take on British menswear. With the help of David Bailey shooting its AW15 collection, Jaeger has now elevated to a contemporary level and still remains completely affordable.
It’s a very modern approach, to stay relevant and contemporary but to also continue to pay homage to a uniquely British heritage. But, in true temperament, Jaeger has stepped up to the challenge in true British bravado.
Editorial vs Commercial
editorial
commercialwarning: if you
subscribe to a palette of neutrals; if your wardrobe is built on a rotation of crisp, unfettered
white shirts; if you’re currently longing for one of those chunky ribbed oatmeal-coloured cashmere sweaters from The Row; if your idea of sartorial bravery is double-knotting a belt; and if you’re watching with anticipation what Nadège Vanhee-Cybulski will do next at Hermès – then look away now. Right now. Because you’re really not about to like what’s coming next.
Colour! Chaos! Sequins! See-through! Told you. Fashion is on a hiatus from playing it safe. It’s
had it with chic, smart and polished and has now turned its attention to something more, well, attention-grabbing. And we’re talking eyes-out-on-stalks attention-grabbing.
Punchy party dresses, the sort that are abbreviated up to here, plunged down to there and sparkly all over, were in large supply on the autumn/winter ’15 catwalks. At Saint Laurent they had silver growths sprouting from one shoulder, not dissimilar in shape – or size – to Sydney Opera House. Over at Balmain they swished with lashings of fringe loaded in bugle beads, while Versace spelt it out loud and clear in big multi-coloured sequined V-E-R-S-A-C-E letters. But arguably, the party never stopped for these houses; it’s only when other, quieter >
SHOWOFF
Push those understated investment buys to the back of the wardrobe –
a new mood of in-your-face maximalism has taken hold. Glamcore, here we come…
By Sarah Harris
The return of
fashion
From left: show-off
fashion on the catwalk
at JW Anderson;
Candela Novembre
wearing Kenzo;
Céline, a/w ’15; Gilda
Ambrosio in Loewe;
Balmain, a/w ’15
337
09-15WellShowOffFashionVO52426-002.pgs 13.07.2015 07:49
09-15invogueopenerVO52228-001.pgs 15.07.2015 09:20
DIGIDAY
STARTING POINT:
So why not do that with digital?
DIGIDAYTraffic
Print is one format
digital is multiple formats
DESKTOP
PHONE
TABLET
DIGIDAY
Website have to be responsive … obviously
DIGIDAYAnswer 1: Ad Builder
DIGIDAY
Responsive Ads
DIGIDAYAnswer 2:
Native Buttons
DIGIDAY
Answer 3: Native
Content Sections
DIGIDAYAnswer 4: Video
DIGIDAY
Where are we going with native next?
DIGIDAY
do users really mind native content on our sites?
Having experimented, we wanted to know -
DIGIDAY
Working theory:Users are happy to engage with native
content
1.6% CTR - 10x MPU
DIGIDAY
= positive feedback in contrast to the feedback on mobile banner ads
Mobile user testing session
DIGIDAY
Leaning into native
Positive user feedback has given us the confidence to
lean into native.
…not to mention ad block.
DIGIDAY
New website platform
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DIGIDAY
New website platform
DIGIDAY
Any / every article can be native / sponsored Improved discoverability More flexibility Truly native
The back end
DIGIDAY
3 takeaways from the Condé Strategy
For us, native is premium#1
Everything is cross platform otherwise it’s pointless#2Users enjoy native, so lean into it#3
CROSS-DEVICE NATIVE STRATEGY
DIGIDAY
WIL HARRIS HEAD OF DIGITAL CONDÉ NAST