2005-2007: “We don’t advertise on blogs…”

2008: “We’ll pay for page views…”

2009: “We want your social reach, but we don’t pay for PR…”

2010: “We’ll pay for promoted Tweets on your feed…”

2011: “We’ll partner with ‘the right’ influencer…”

2012: “We’ll pay for influencer content we can own…”

2013: “We’ll pay for video views…”

2014: “We’ll pay for target audience and integrated placement...”

2015: “We’ll pay for 100% viewability and guaranteed outcomes.”

WHAT BRANDS WILL PAY FOR A brief history

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1. Content

2. Performance

3. Context

WHAT BRANDS WILL PAY FOR

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•  How can you help a brand tell its story better?

•  How can you translate that story into a context that the target audience hears?

CONTENT

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This part hasn’t changed much

CONTENT

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The rise of video, “Premium UGC,” and “Branded Content”

Programmatic favors:

•  Audience

•  User paths (cookie data)

•  Placement

PERFORMANCE

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The rise of Programmatic

“Above the fold,” once the standard of premium

advertising, no longer guarantees quality.

PERFORMANCE

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Viewability

“Above the fold,” once the standard of premium

advertising, no longer guarantees quality.

PERFORMANCE

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High-Impact Units

Guaranteed ROI, Commerce, and “performance-based” business models:

PERFORMANCE

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The rise of Programmatic

Everyone’s doing it, but few are doing it well …

CONTEXT

http://blog.magtab.com

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Be where your readers are

There are many definitions of Native Advertising…

CONTEXT

http://blog.magtab.com

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Native Advertising

All you need to know: Brands will pay for being where your readers/users want to be—integrated with your content.

Be open to how you can integrate them into your editorial and maintain the user experience.

CONTEXT

http://blog.magtab.com

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Native Advertising

Viewability

Reach

Results

METRICS THAT MATTER

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At least 50% of the ad content is visible on screen for at least one second while the user is not actively scrolling for standard ad units.

For video ad units, the definition is two seconds in view.

VIEWABILITY The Definition

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High Impact ad units – skins, pinned units, interstitials

Other ad tech that support viewability – lazy load, infinite scroll

In-Content & In-Image advertising

Native advertising

Mobile advertising

Video advertising

Sponsored editorial, advertorial and video content

VIEWABILITY High Impact Ad Formats

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You need to know two things:

•  No site can achieve 100% viewability

•  Viewability for any site will always be a combination of where ads are placed relative to content and user behavior.

VIEWABILITY

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•  Place “leaderboard ads” between site header and content.

•  Place ads where text starts, especially if post begins with a big beautiful photo.

•  Remove lower-performing units, and limit the number of ads on any page.

•  Use mobile-specific ad formats on your mobile template.

VIEWABILITY RECOMMENDATIONS

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Simple Fixes

“Pin” ads so they persist on the screen, even while the reader is scrolling.

•  Jonathan Carter of Pixelbind has a tutorial for making a div stick when you scroll, which may be a good starting place for the tech-savvy, or if you work with a developer.

•  Bloggers using WordPress can try out the Q2W3 Fixed Widget plugin.

(SheKnows Media can't guarantee that any plugin will work with every blog.)

VIEWABILITY RECOMMENDATIONS

Image credit: Jonathan Carter Tutorial: http://www.pixelbind.com/make-a-div-stick-when-you-scroll/

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Tech Fixes

How can my site achieve the highest mobile viewability?

The worst viewability on mobile comes from templates that display sidebar ads after all the site's content. With these templates, sidebar ads should be suppressed on mobile.

The best viewability on mobile comes from mobile-specifc ad formats that appear at the bottom of the browser window, "native" ads that appear within main content, and 300x250 ads placed above or in content for those who have the ability to insert it.

VIEWABILITY RECOMMENDATIONS

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Mobile Viewability

What is the task? Is this a simple post? Covering an event? Developing a recipe? Creating a craft or DIY

tutorial? Producing your own video? Participating in a custom video program? Is travel involved, or materials required?

Do you have special or unique expertise?

How many hours will this take? At a reasonable hourly rate?

CONTENT Compensation for Work Performed

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Basic Fees

•  Simple sponsored post: $50 -$150

•  Social Sharing on Facebook, Twitter, Instagram: starts at $50 for 8 posts

•  Photo or video essay, DIY posts: starts at $250

•  Preparing a recipe: starts at $275

•  Developing a recipe: starts at $500

CONTENT Baseline: Compensation for Work Performed

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•  User-generated video production

•  Appearing in a custom video

•  Attending and social sharing from an event as part of a sponsored program

•  Participating in an online event like a Skype chat or private Google Hangout, or hosting a Twitter party

•  Hosting a real-life party as part of a program

•  Instagram promotion

•  Travel

CONTENT Additional compensation

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•  Your monthly page views

•  Your social graph, especially Facebook, Twitter, Instagram, Pinterest

Things we consider: how active are you on each platform? Who is your audience on each platform, and how do you interact with them?

REACH Factor in Your Reach

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You have to deliver results:

•  Quality and timeliness of your work for our sponsors in the past

•  Previous results, including number of post page views, comments, earned social shares/pins, clicks to sponsor sites

•  What are you willing to guarantee?

SheKnows Media and BlogHer expect our bloggers to deliver sponsored post views equal to 10-15% of their monthly page views.

RESULTS Accountability and Consistency

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