NEWSFLASH:

AD BLOCKING WILL SAVE YOUR CAREER

BIG SIGH!

Education

Creative Innovation

Lawsuits

Let’s play this out shall we? We (brands, agencies, publishers)

are all pretty smart.

Created a million different versions of banner ads and called them digital experiences

Built really clever ad servers

What we have built together …

Taken ads we originally made for TV & print and put them online

Birthed this thing called “native”

… CTR, ER, Viewability, NHT, Time Spent, Social Shares, etc

Created lots of KPI’s

LET’S SCALE THIS BAD BOY!

Algorithms

Smarter measurement

More clever ad servers

Standardization

PROGRAMMATIC

Programmatic Native Wait a second!

Doesn’t native mean customized?

Why is it that every time we figure out how to build a relationship with someone, we are compelled to trade

that one solid relationship for 100 more that don’t really

matter?

We’re so insincere!

Fooling ourselves Despite all of our brilliance, we’ve left someone behind

…and they’ve been sending us smoke signals

THE PEOPLE RESPONSIBLE FOR ALL OF OUR REVENUE

Viewers

Consumers

Readers

It’s about the What

And the How

NO Ad Server

Ad Blocking means

BRAND

PUBLISHER AGENCY

PURE NATIVE

PURE NATIVE

“NATIVE”

PURE NATIVE

“NATIVE”

PURE NATIVE

“NATIVE”

PURE NATIVE

Back to basics

in context

from a voice the consumer trusts

high quality original content

across hundreds of quality lifestyle sites

scaled through paid social

using the publishing process to distribute…

PURE NATIVE

SCALED THROUGH PAID SOCIAL

HOW TO SAVE OUR CAREERS IN 10 STEPS

Admit the problem: OOPS! We forgot about the consumer! 1

2Hold hands to solve it (brand, agency & publisher)

3Commit to the consumer!

4Then ask them what they want

5Be ready and open for consumers to help us change how we advertise to them

6Empower your agency to lead!

7Commit to content

8And to innovative ways to distribute it: experiment & track with multiple partners

9Invest in consumer relationships. . . it will pay off

10 Commit to change