02 Paterson Rob - WAN-IFRA · Presentation to WAN-Ifra •October, 2013 1 135 INNOVATIVE ADVERTISING? October 8 2013 Rob Paterson [email protected]

1351Presentation to WAN-Ifra • October, 2013

INNOVATIVEADVERTISING?October 8 2013

Rob [email protected]


HELLOI’m Rob. I love advertising.


ALL ABOUT PRINTThe first 20 years of my business life were


DIGITALSTART-UP

Today I run a


RUSSMEDIA

Disclosure



NATIVE ADVERTISING







QUOTESNative Advertising

“Native advertising is not like porn. If it’s done well people don’t know it when they see it.”Stephanie Losee (Dell)



“What we do everyday is try to create content that consumers want to see/view as much as non-branded content.”Neil Bedwell (Coca-Cola)



“All our mobile and newsfeed ads are native. With 1.2 billion global users that’s basically the definition of scale.”JD Doughney (Facebook)


DISPLAY ADVERTISING




QUOTESDisplay Advertising

“When we started Google - search advertising inventory was the bottom of the barrel, we believed it was commercially viable. Many areas today that are valued very lowly, tomorrow may be very valuable.”Sergey Brin (Google)


QUOTESDisplay Advertising

“Statistically a person is more likely to die in a plane crash than click on a banner advert”Unattributed


EMAIL / NEWSLETTERS


294 billion emails are sent every day

Photo Credit www.flickr.com/photos/33223059@N05/6645640933/ gajman


82,000VISITORSPERMONTH

26,000MONTHLYNEWSLETTERSUBSCRIBERS


DATA DRIVEN


CLASSIFIED ADVERTISING



PAY FOR PERFORMANCE


Image velodenz flickr.com


ALTERNATIVE PRODUCTS



CONTENTDigital businesses attracting funding

COMMUNITYCOMMERCE



THAT AREREDUCING FRICTIONOF INFORMATIONEXCHANGE

Digital businesses attracting funding


AUTOMATED ADVERTISING




A FEW THOUGHTS



IS THIS THE REAL PROBLEM?


CLARK GILBERT“In our large sample study, sites that separate their online organizations from the newspaper were more than twice as innovative than sites that remained integrated into the newspaper. More importantly, these sites gained 60 percent higher market penetration!”



BUZZFEED

MASHABLE

VOX MEDIA

INTERNET BRANDS

VERTICAL SCOPE

Maybe it’s worth looking at others that are making money


MARK MCCUE“I think the publishing industry has reason to be incredibly optimistic about the future. The best days are ahead of it. Disruption is happening, but there is progress out of disruption. We see signs experiments are starting to work.”


THEODORE LEVITT“The railroads did not stop growing because the need for passenger and freight transportation declined. That grew. The railroads are in trouble today not because that need was filled by others (cars, trucks, airplanes, and even telephones) but because it was not filled by the railroads themselves. They let others take customers away from them because they assumed themselves to be in the railroad business rather than in the transportation business. The reason they defined their industry incorrectly was that they were railroad oriented instead of transportation oriented; they were product oriented instead of customer oriented.”


THANK YOUFOR YOUR TIME

ROB [email protected]

Twitter @robpaterson


Documents

02 Paterson Rob - WAN-IFRA · Presentation to WAN-Ifra •October, 2013 1 135 INNOVATIVE ADVERTISING? October 8 2013 Rob Paterson [email protected]