02 Paterson Rob - WAN-IFRA · Presentation to WAN-Ifra •October, 2013 1 135 INNOVATIVE...
Transcript of 02 Paterson Rob - WAN-IFRA · Presentation to WAN-Ifra •October, 2013 1 135 INNOVATIVE...
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1351Presentation to WAN-Ifra • October, 2013
INNOVATIVEADVERTISING?October 8 2013
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1352Presentation to WAN-Ifra • October, 2013
HELLOI’m Rob. I love advertising.
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1353Presentation to WAN-Ifra • October, 2013
ALL ABOUT PRINTThe first 20 years of my business life were
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1354Presentation to WAN-Ifra • October, 2013
DIGITALSTART-UP
Today I run a
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1355Presentation to WAN-Ifra • October, 2013
RUSSMEDIA
Disclosure
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1356Presentation to WAN-Ifra • October, 2013
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1357Presentation to WAN-Ifra • October, 2013
NATIVE ADVERTISING
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1358Presentation to WAN-Ifra • October, 2013
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1359Presentation to WAN-Ifra • October, 2013
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13510Presentation to WAN-Ifra • October, 2013
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13511Presentation to WAN-Ifra • October, 2013
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13512Presentation to WAN-Ifra • October, 2013
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13513Presentation to WAN-Ifra • October, 2013
QUOTESNative Advertising
“Native advertising is not like porn. If it’s done well people don’t know it when they see it.”Stephanie Losee (Dell)
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13514Presentation to WAN-Ifra • October, 2013
QUOTESNative Advertising
“What we do everyday is try to create content that consumers want to see/view as much as non-branded content.”Neil Bedwell (Coca-Cola)
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13515Presentation to WAN-Ifra • October, 2013
QUOTESNative Advertising
“All our mobile and newsfeed ads are native. With 1.2 billion global users that’s basically the definition of scale.”JD Doughney (Facebook)
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13516Presentation to WAN-Ifra • October, 2013
DISPLAY ADVERTISING
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13517Presentation to WAN-Ifra • October, 2013
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13518Presentation to WAN-Ifra • October, 2013
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13519Presentation to WAN-Ifra • October, 2013
QUOTESDisplay Advertising
“When we started Google - search advertising inventory was the bottom of the barrel, we believed it was commercially viable. Many areas today that are valued very lowly, tomorrow may be very valuable.”Sergey Brin (Google)
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13520Presentation to WAN-Ifra • October, 2013
QUOTESDisplay Advertising
“Statistically a person is more likely to die in a plane crash than click on a banner advert”Unattributed
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13521Presentation to WAN-Ifra • October, 2013
EMAIL / NEWSLETTERS
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13522Presentation to WAN-Ifra • October, 2013
294 billion emails are sent every day
Photo Credit www.flickr.com/photos/33223059@N05/6645640933/ gajman
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13523Presentation to WAN-Ifra • October, 2013
82,000VISITORSPERMONTH
26,000MONTHLYNEWSLETTERSUBSCRIBERS
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13524Presentation to WAN-Ifra • October, 2013
DATA DRIVEN
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13525Presentation to WAN-Ifra • October, 2013
CLASSIFIED ADVERTISING
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13526Presentation to WAN-Ifra • October, 2013
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13527Presentation to WAN-Ifra • October, 2013
PAY FOR PERFORMANCE
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13528Presentation to WAN-Ifra • October, 2013
Image velodenz flickr.com
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13529Presentation to WAN-Ifra • October, 2013
ALTERNATIVE PRODUCTS
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13530Presentation to WAN-Ifra • October, 2013
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13531Presentation to WAN-Ifra • October, 2013
CONTENTDigital businesses attracting funding
COMMUNITYCOMMERCE
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13532Presentation to WAN-Ifra • October, 2013
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13533Presentation to WAN-Ifra • October, 2013
THAT AREREDUCING FRICTIONOF INFORMATIONEXCHANGE
Digital businesses attracting funding
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13534Presentation to WAN-Ifra • October, 2013
AUTOMATED ADVERTISING
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13535Presentation to WAN-Ifra • October, 2013
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13536Presentation to WAN-Ifra • October, 2013
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13537Presentation to WAN-Ifra • October, 2013
A FEW THOUGHTS
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13538Presentation to WAN-Ifra • October, 2013
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13539Presentation to WAN-Ifra • October, 2013
IS THIS THE REAL PROBLEM?
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13540Presentation to WAN-Ifra • October, 2013
CLARK GILBERT“In our large sample study, sites that separate their online organizations from the newspaper were more than twice as innovative than sites that remained integrated into the newspaper. More importantly, these sites gained 60 percent higher market penetration!”
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13541Presentation to WAN-Ifra • October, 2013
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13542Presentation to WAN-Ifra • October, 2013
BUZZFEED
MASHABLE
VOX MEDIA
INTERNET BRANDS
VERTICAL SCOPE
Maybe it’s worth looking at others that are making money
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13543Presentation to WAN-Ifra • October, 2013
MARK MCCUE“I think the publishing industry has reason to be incredibly optimistic about the future. The best days are ahead of it. Disruption is happening, but there is progress out of disruption. We see signs experiments are starting to work.”
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13544Presentation to WAN-Ifra • October, 2013
THEODORE LEVITT“The railroads did not stop growing because the need for passenger and freight transportation declined. That grew. The railroads are in trouble today not because that need was filled by others (cars, trucks, airplanes, and even telephones) but because it was not filled by the railroads themselves. They let others take customers away from them because they assumed themselves to be in the railroad business rather than in the transportation business. The reason they defined their industry incorrectly was that they were railroad oriented instead of transportation oriented; they were product oriented instead of customer oriented.”
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13545Presentation to WAN-Ifra • October, 2013
THANK YOUFOR YOUR TIME
Twitter @robpaterson
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13546Presentation to WAN-Ifra • October, 2013