Native Advertising Days 2016 The Business of Branded Content
November 2016
Programmatic Premium
Display Advertising Content Marketing
Native
Native Ads Branded Content A guide to Branded Content A guide to Branded Content: Editorial Sponsorships
Editorial Sponsorships Custom Content Partner Content
Common (1) Existing editorial calendar (1) Light integration (1) Video distribution on-site executions (2) Custom calendar (built-to-sold) (2) Strong promotional (2) Specialty thought-leadership
Content creator Publisher’s editorial team Publisher’s custom studio Brand or agency
Brand objective Awareness Consideration, Preference Varied
Brand integration None - association only Light to Strong Probably A guide to Branded Content: Custom Content
Editorial Sponsorships Custom Content Partner Content
Common (1) Existing editorial calendar (1) Light integration (1) Video distribution on-site executions (2) Custom calendar (built-to-sold) (2) Strong promotional (2) Specialty thought-leadership
Content creator Publisher’s editorial team Publisher’s custom studio Brand or agency
Brand objective Awareness Consideration, Preference Varied
Brand integration None - association only Light to Strong Probably A guide to Branded Content: Partner Content
Editorial Sponsorships Custom Content Partner Content
Common (1) Existing editorial calendar (1) Light integration (1) Video distribution on-site executions (2) Custom calendar (built-to-sold) (2) Strong promotional (2) Specialty thought-leadership
Content creator Publisher’s editorial team Publisher’s custom studio Brand or agency
Brand objective Awareness Consideration, Preference Varied
Brand integration None - association only Light to Strong Probably! The Business of Branded Content Business of Branded Content | Sales and Revenue
9 Business of Branded Content | Pricing and Packaging
10 Business of Branded Content | Pricing and Packaging
11 Business of Branded Content | Content Creation
12 Business of Branded Content | Distribution
13 Business of Branded Content | Campaign Renewals
14 Business of Branded Content | Performance Metrics
15 Business of Branded Content | Performance Metrics
16 Links
Links In Summary
1. Branded Content vs Native 2. CPV is the new currency 3. Evolution towards brand metrics Thank you.
Tom Jenen President, International Polar [email protected] @tomjenen www.polar.me/resources