Native Days 2016 The Business of Branded Content

November 2016

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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