Native Advertising Seminar - IAB Australia · Native Advertising Seminar . ... The BuzzFeed Story...
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January 2014 IAB Native Advertising Seminar © 2014 IAB Australia Pty Ltd Native Advertising Seminar 31 January 2014
Transcript of Native Advertising Seminar - IAB Australia · Native Advertising Seminar . ... The BuzzFeed Story...
January 2014 IAB Native Advertising Seminar
© 2014 IAB Australia Pty Ltd
Native Advertising Seminar
31 January 2014
January 2014 IAB Native Advertising Seminar
© 2014 IAB Australia Pty Ltd
#iabnative
January 2014 IAB Native Advertising Seminar
© 2014 IAB Australia Pty Ltd
Social Sharing with a Purpose – Why EQ Matters More Than IQ Andy Wiedlin Chief Revenue Officer BuzzFeed
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Social Sharing
With a Purpose:
Andy Wiedlin
@acwiedlin
Why EQ Matters More Than IQ
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100M+
monthly
UVs
BuzzFeed creates content
people want to share.
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Total Traffic Over the Last 2 Years
(Monthly UVs)
Unique
visits per
month
133.5M GA Global UVs
in December 2013
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“The media
landscape is
changing so
rapidly ... I
remember when
BuzzFeed was
just something I
did in college
around 2 a.m.”
-Barack Obama
Whitehouse Correspondents
Dinner
April 27, 2013
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Agenda
Native < Social
Social changes everything
Social Storytelling for brands
Examples and discussion
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Native Advertising: Paid ads that are so cohesive with the page
content, assimilated into the design, and
consistent with the platform behavior that
the viewer simply feels that they belong.
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Native is good,
social is better.
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Our POV
Consumers are looking to discover,
engage, and share content
Great brands are telling stories
through engaging and sharable
content to generate true word-of-
mouth marketing
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The Facebook Test
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Why do people
share things?
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Content is about identity.
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Have a heart
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Capture the moment.
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Humor is
social.
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So are human rights.
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Don’t post things people
are embarrassed to
share.
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If content is social,
ads can be too.
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Like Good TV, Ads:
Tell a story
Involve
people
emotionally
Are not
heavy-
handed
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The BuzzFeed Story Unit
In-stream
and
content-
rich
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The same hat, just tinier.
Justin Bieber’s yellow
Lamborghini
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Watching the train pull up
right as you get to the
platform
Achieving the perfect
ratio of cream to sugar to
coffee
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Australia: Caesar Salad
New Zealand: Roast Chicken
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Guacamole hummus
Soup dumplings
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Rub excess eye cream
into your cuticles.
Use a dab of aspirin
to treat a pimple.
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Be a relevant voice to
your audience.
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Source: comScore for
websites, NYTimes for
networks
Attracting a Young Audience
Median Audience Age for the
Top US News Properties
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This is not new.
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Measure Earned
Engagement
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Always-on
marketing
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Oreo
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This little bridge you
see daily is perhaps
the most iconic in the
world.
You walk hills
everyday. Your calves
are HUGE.
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Spend more, get more.
Social
Lift
Spend level over time
Average social lift
by spend level
Average CPE
by spend level
CPE
Higher
spend =
better lift
Higher spend
= better CPE
Spend level over time
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Social
Mobile Video
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Social
Mobile
Video
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Key Takeaways
Native is good, but social is
better.
What credible stories can your
brand tell?
Give your avids content to
become advocates.
And have some fun!
