Memo for VCCircle
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Transcript of Memo for VCCircle
Native Advertising and Branded Content @VCCircle: A MemoOctober 2015
Consumers are vocal, spoilt for choice
Digital has opened new channels of communication
Platform agnosticism is the norm & “small” is “big”
Customers / stakeholders are the New Brand Advocates who
influence people, who in turn influence others and so on
In The New World Order
People are Markets; Markets are Conversations; Conversations
create Communities; Communities can be Monetized
It’s a POEM!“We are trustworthy. We’re going to provide expertise in various industries,
and we’re going to be on the leading edge of technology.”
Ann Rubin, IBM’s VP of branded content and creatives
- Paid & Owned media to radiate, in a synchronized & timely manner, snippets of relevant content which, to the receiver, is utilitarian, enables upgradation & resonates emotionally
- This will stimulate Earned media conversations resulting in a multiplicative impact
New Face of Ad
“There is a renaissance underway in digital advertising that is driving brands, publishers and consumers to communicate with each other in more
personal and natural ways." - Patrick Albano, Yahoo
- Fastest growing form of advertising
- 71% increase in spending for Native Ads in 2013 vs 2012
- 53% greater viewership for Native Ads than traditional display ads
- 42% of social media spending is expected to be in Native Ads by 2017
- Native advertising spending expected to grow to $4.6 billion by 2017
- Combination of native ad headline, thumbnail, brand name and logo proven to drive an 18% lift in purchase intent
WHO IS DOING IT
Media companies monetize their content feeds with native ads
Sir Martin Sorrell’s WPP, Daily Mail and Snapchat announced launch
of ‘Truffle Pig’ with the best of newsroom and social media talent
NYT setting up a dedicated creative team for paid content
Start-ups dealing in native advertising flush with funds — Nativo
raised $20 million in new venture capital funding
WHO IS DOING IT
Google develops a new native advertising technology to work with
publishers to serve custom-built ads
Facebook, Twitter, Instagram and Tumblr too have joined
Publishing industry follow suit with companies such as Time Inc,
Forbes, Wall Street Journal, and USA Today introducing advertising
integrations on desktop and mobile
How VCCircle Will Help Brands: Basic Tenets
For younger, more digitally focused audience
For millennials and the next generation of business leaders constantly looking for something fresh and new
Target wide variety of platforms to reach a wider audience
Understand brands - who are these and what do they want?
Craft content to align with brands with relevant themes that echoes strongly with target audience, in a format native to VCCircle
How VCCircle Will Help Brands: Basic Tenets
Native ads to lead to a rich content-driven platform to engage readers
Creation of destination page that houses all of the branded content in one convenient location, surrounded by brand messaging and social widget
Conceptualise long term and integrated content campaigns featuring multimedia, community engagement elements and offline events
Offer turnkey solutions and designs and reach audience where they are, give them path to more content
4 shades of native ads1. In Feed units - endemic in-feed ads that can exist in VCCircle’s
normal content platform
2. Paid search units - Linked in-feed ads that lead to content, editorial content, or brand’s landing page
3. Recommendation Widgets (Outbrain, Taboola, Disqus, Gravity)
4. Promoted Listings (Etsy, Amazon, Foursquare, Google) – ads on sites lacking a traditional editorial content well. Ads look identical to the products or services being offered on the site
Videos, Mobile Feeds, Newsletters…Video
Digital, contextual storytelling through videos, especially on mobile
one-click video experiences through Video View Ads
Mobile feeds
With introduction of card UI design, great scope for instant content experiences for users without leaving the feed
Content Engagement Ads
Newsletters
Integration of native ads in newsletters where products are presented in a similar layout as editorial picks
Exploring Business Opportunities
Govt
Ministries
Private
Companies/
MNCs
Industry
bodies Trusts/NGOs Personalities PSUs
CSR S S W S NA S
Awards M S S S W S
Image Makeover M S NA M S S
Launch W S NA NA M S
Innovative Promos W S NA NA NA W
Schemes S NA NA NA M M
Liasoning M S M NA S M
Media Partnership M S S S NA M
S = Strong; W = Weak; M = Medium; NA = Not Applicable
Need Of Various Bodies
Activity
Client Scenario
Collaborate across the client’s businesses, get a brief & understand business priorities
Devoted connect point to enable co-creation of propositions that are centered on a convergent thought with a divergent / platform neutral execution
Create bits of information that are amplified across various VCCircle access points at regular intervals
Coverage of corporate initiatives / seminars / investor forums / conferences
Brief factoids that capture & beam relevant initiatives
Content focusing on the category landscape capturing news and trends
Will feature client as one of the leading / influential players
Client Scenario
Sector based podcasts/ Q&A with company expert during important events
Reach younger audience in places like BuzzFeed and Tumblr to talk about the work of the company through native ads
Run innovative social media campaigns around company’s products, culture, businesses
Fun content to engage audiences and simplify complex concepts to get people thinking, besides solving esoteric business problems
Thank you.