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the native ads industry
Kunal Gupta CEO
! www.polar.me
" www.polar.me/blog
# @aboutPolar
# @kunalfromPolar
2About Polar.
300MM monthly native ads served
MediaVoice Native ads platform
50+ premium pubs 450+ top tiered sites
000088CC0000000000
WEB STYLE SHEET COLORS HEX RGB
MLB.com BlueMLB.com RedBlack
2013 MLB.COM LOGOS FOR WEB
0, 0, 136204, 0, 00, 0, 0
3We’re excited about native ads!
Native advertising
TRENDSOF
2014
!
These guys are
leading the way
in native ads.
Native spending. is on the rise!
$5.0B 2017e
$3.1B 2014
Source: BIA/Kelsey via eMarketer, December 2013
Mobile monetization.
Solved.
4How native ads will help publishers.
Content 20%
Indirect 15%
Direct-sold Display 65%
TODAY:
Content Programs 50%
Indirect Channels 25%
Direct-sold Display 25%
2 YEARS:
5It’s like search all over again…
Search is now dominated by only 3 players.
Careful, social sites are eating your native ads lunch!
6Where publishers need help.
Components to a native ad program. Pricing and packaging. Go-to-market strategies.
native ad campaign pricing.
Category priceTerms
Native ad media spend for native ads
Content creationarticles over
Companion display media spendfor display ads at
Content amplificationimpressions across all sites at
Total:
$20,000
$10,000
$20,000
$5,000
qty
qty
qty
qty
price
duration
price
price
1 million
5
2 million
10 thousand
$20 CPM
30 days
$10 CPM
50¢ CPC
$55,000
TYPEimpressions
22
Sample package A
‣Native ad media ‣Display media ‣Content creation ‣Content amplification ‣Native ad engagement ‣Native video placements
native ad campaign pricing.
Category price Terms
Native ad media spend for native ads
Content creationarticles over
Companion display media spendfor display ads at
Content amplificationimpressions across all sites at
Total:
$20,000
$10,000
$20,000
$5,000
qty
qty
qty
qty
price
duration
price
price
1 million
5
2 million
10 thousand
$20 CPM
30 days
$10 CPM
50¢ CPC
$55,000
TYPE
impressions
22
Sample package A
Pricing and Packaging.
7Where publishers need help.
The user experience.
User Experience Components. Industry Examples. Sample Benchmarks.
Layout
Loc
ati
on
Design
Bad
ge
Logo or no logo?
What does better:
35%above the
fold
!
click-thrubetter
50%higher CTR on Mobile
57%performs better by
subtle shadingNo shading Light shading Prominent shading
13%options =sharinghigher ctr
SHARE
(mom was right!)
thanks! www.polar.me
" www.polar.me/blog
# @aboutPolar
State of the Industry:
Benchmarks coming next week to polar.me
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