Roundtables & Town Hall Discussions: "Native Advertising: Rekindling the Relationship...

Bill PearceFormer CMO

Del Monte, Taco Bell, Campbell Soup Co.

MBA Professor, Berkeley

3

Native is the word of the year

Everything is “Native” all of a sudden

• Form + Function

• Look: similar to the other content

• Location: Within the content feed

• Experience: the same as other content (user-initiated)

What is native?

5x - 20x5x - 20x the response rates

Native drives better results

Deeper engagementengagement: 50s+ avg.

Versus Banners - Source:

40%40% higher brand lift &

50%50% higher purchase intent

10

Native is critical on mobile

Smaller screens mean lower tolerance for interruptive advertising

Highly visible: native works even better mobile

• Audiences get a better experience

•Marketers get more effective digital advertising

• Publishers create a premium revenue stream

•Mobile reach + monetization is solved

The results...

X

Display vs. Content

Interruption Engagement

Extract Value Provide Value

Selling Telling

Scalable Manual

The engagementengagement area

Voice

Publisher

Publisher-Brand

Brand

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Discussion....