Quebecor Content and Native Advertising 2014 roadshow

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Content and Native

Advertising

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Differences of Native, Branded,

Sponsored Content

Leveraging a Strong Brand

Discovering your Audience

Content Strategy

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Within social media, native ad spending

will grow faster than display

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A Sharethrough and IPG study found that

native ads performed better than display

Consumers looked at native ads 53% more frequently than display ads.

25% more consumers were measured to look at

in-feed native ad placements (the most common editorial native ad format) than display ad units.

Native ads registered 18% higher lift in purchase intent

and 9% higher lift for brand affinity responses than banner ads.

32% of respondents said the native ad “is an ad I would

share with a friend of family member” vs. just 19% for display ads.

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6

Editorial content related to the advertiser or its

brand values and presented in the editorial

flow, the content is relevant and has a value

for both the consumer and the publisher. Quebecor

NATIVE

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Native Advertising refers to advertising

placements that reside outside of traditional ad

units and fit in within the media outlet's natural

user experience. Native Advertising only

makes sense within the context of a marketer

and a media partner: the marketer and media

partner work together to design promotional

integrations that fit brand objectives and at the

same time fit into the editorial design and

experiences of the media vehicle. IAB Canada

NATIVE

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They mimic the content space around them.e-marketer

NATIVE

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NATIVE

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Logo and advertising is associated with the

editorial. The brand gains adjacency with the

editorial content but is not fully integrated in

the content. Quebecor

SPONSORED CONTENT

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Logo and advertising is associated with the

editorial. The brand gains adjacency with the

editorial content but is not fully integrated in

the content. Quebecor

SPONSORED CONTENT

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A brand or marketer funds a segment of

editorial content, and is in exchange called out

for doing so (via an immediately preceding

announcement, banner advertising or logo

placement). The brand gains adjacency with

the editorial content but it is not fully integrated

in the content, as would be the case with

Product Placements or Branded Content. IAB Canada

SPONSORED CONTENT

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NATIVE

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What can we sell? When can we sell it?

• Half & Half – Content

looking but with some

flare!

• Bold Advertising –

Readers clearly see

that it’s a message,

bold colors and call

to action.

• Content “lookalike”

where the message

blends into the

ScribbleLive chat.

NATIVE

15

SPONSORED CONTENT

Content will be

revealed once video

has been viewed by

user.

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Promotional content integrated on our

properties and clearly identified to the

advertiser. Publisher content is

disassociated from the content being offered

by the brand. Quebecor

BRANDED CONTENT

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Advertiser funded broadcast, print, or digital

content that is meant to entertain, inform, or

influence. Has a benefit to the consumer not

just to the brand. "Pull marketing" vs. "Push

marketing“.IAB

BRANDED CONTENT

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NATIVE

Farmed and Dangerous

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Content integration

opportunities

Multiple contact points

Integration or creation

of widgets

Valuable ROI indicators

Distinctive presence

Each element of the

right rail is trackable

and comes with

monthly reporting to

measure success.

Branding

Conversion

Conversion

Engagement

Engagement

Engagement

RIGHT RAIL SPONSORSHIP

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LEVERAGING A STRONG

BRAND

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Branded content example

Choose the right brand/voice for your content

LEVERAGING A STRONG BRAND

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Branded content example

LEVERAGING A STRONG BRAND

• Turnkey or additional work

• Right message on the right platform

Dissemination of content

• Is your brand protected

• Is it the right association Association

• Is it a partnership

• Opportunity to drive ROI Partnership

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OOPS!

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YOUR AUDIENCE

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YOUR AUDIENCE

Consumer

• Where are they active

• When are they active

Know

• What are they interested in

• What is their “Why”

Understand

• Their values, beliefs, attitudes, needs, desires

• Their purchasing patterns, how they consume content

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Video

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CHOOSING A CONTENT

PARTNER

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CONTENT

Audience

Challenge

Entertain

Expertise

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CONTENT STRATEGY

Objective

Brand

Content

• New product

• Brand lift

• Brand Perception

• Control

• Flexibility

• Audience

• Brand

• Impact

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CONTENT PARTNER

Brand Essence

• Is it the same

• Values

Expertise

• Credible story teller

• Influential to your audience

• Longevity

• Stand out from the clutter

ROI

• Activate

• Disseminate

• Metrics

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CONTENT PARTNER

BE PREPARED TO BE UNCOMFORTABLE

Give up control

Audience first

Not your marketing

department

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CASE STUDIES

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TRANSMEDIA

Brand 2.0

What story to tell

How to tell the story and disseminate

What participation is expected from the audience /

consumer

How will the audience’s

participation affect the

story

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CASE STUDY

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CASE STUDY

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Know your audience

Define success

Trust your content provider and / or distributor

Be transparent

Be responsive

Myra.thompson@qmisales.ca