The Future of Content: The Death of Organic and the Rise of Paid and Programmatic - DBS, 12/7/14
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Content, Amplified Programmatically Your Content DSP for the Next Evolution of Online Advertising
description
Todd Sawicki from Zemanta's presentation from Digiday Brand Summit, December 7, 2014.
Transcript of The Future of Content: The Death of Organic and the Rise of Paid and Programmatic - DBS, 12/7/14
Content, Amplified Programmatically
Your Content DSP for
the Next Evolution of Online Advertising
“Content without reach is
like building cathedrals in
the desert” —Hamish Priest, Global Media Innovation, Dove, Unilever
HOW WILL PEOPLE SEE MY
CONTENT?
ORGANIC SEARCH?
ORGANIC SOCIAL?
Organic platforms are black boxes where their
workings and results are unknowns
-17%
Organic Decline is Everywhere
-<1%
(via Shareaholic)
-3%-10%
“The days of free organic reach are rapidly coming to an end. If you wouldn't spend
money behind it, then why do it? It's shouting into the wind without making a sound.
How many of us are guilty of being slaves to a calendar or posting cadence?”
— Julie Fleischer, Director Data, Content and Media, Kraft & Content Marketing Institute’s 2013 Content
Marketer of the Year
ADVERTISING?
PAID DISTRIBUTION?
Today’s reality of online display adsTodays reality of online display ads
People are not online to look at what they think are “ads”!
Source: Pew & Nielsen
Let’s face it … people don’t want ads
The consumer’s attention is on content
Imagine that your ad is the content
NOW YOU CAN.
WITH CONTENT &
NATIVE ADS.
A native ad which
delivers promoted
content in a related
environment
Content ads 101
Source: AdAge
Content Ads Other Ads
Content Ads deliver greater ROI
4x
Content marketers mastering Paid Distribution
via Content Ads
ORGANIZE
FORMAT
PROMOTE
OPTIMIZE
REPORT
Content amplification is
challenging
Get MORE from your Content Ads
Todd SawickiCEO
As seen in:
Founded in 2007
Union Square Ventures Backed
40 Employees in New York, San Francisco, Seattle and Europe
