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Jamie Labate / @jamielabate / [email protected] digital director, EMEA, Quartz
Native - more than just form and function
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Quartz is a global business news brand for smart digital natives.
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A FILL-THE-SCREEN CANVAS
ENGAGE
+ Sparks engagement + Promotes interaction + Builds awareness
YOUR BYLINE
BULLETIN
+ Builds awareness + Sparks conversation
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0
20
40
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$0.0
$2.0
$4.0
$6.0
$8.0
$10.0
$12.0
$14.0
$16.0
$18.0
$20.0
2012 2013 2014 2015
Quartz revenue and advertiser growth, 2012-now: 87% advertiser
renewal rate
Advertisers
Revenue
Internal numbers
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The number one driver of branded content consumption is interest in the topic.
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The number one driver of branded content consumption is interest in the topic.
The second-most important driver is trust in the site where that content lives.
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advertising cleverly disguised as advertising
Why bother?
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1. The inexorable shift to mobile is over.
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Daily distribution of time on mobile vs. desktop, 2014:
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Russia
Hungary Slovakia
Brazil South Africa
Turkey Australia
Italy Argentina
Canada Mexico
India Germany Indonesia
Nigeria
Milward Brown AdReaction 2014, via Mary Meeker’s 2014 Internet Trends 12
Daily distribution of time on mobile vs. desktop, 2014:
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Russia
Hungary Slovakia
Brazil South Africa
Turkey Australia
Italy Argentina
Canada Mexico
India Germany Indonesia
Nigeria
Milward Brown AdReaction 2014, via Mary Meeker’s 2014 Internet Trends
UK: 63% mobile
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2014 2015 2016 2017 2018 2019 14
Meanwhile, mobile advertising accelerates its surge past desktop.
$19.2 billion
$30.5
$42.0
$65.5
US desktop ad market:
US mobile ad market:
eMarketer,, September 2015.
$50.8
$58.0
$30.6 billion
$27.5 $24.9
$28.3 $24.7 $26.5
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2. The era of distributed content.
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2012
qz.com Daily Brief social Flipboard events
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qz.com
Quartz India
web email social apps events
Quartz Africa
Atlas
Daily Brief
Africa Weekly Brief
YouTube
Google Newsstand
Apple News
Quartz iOS app
Smartnews
Pulse
The Next Billion
Obsession Forums
Roundtables
Feedly
podcast
2016
• 158,000+ subscribers
• 64% executives
• 48% open rate
The Quartz Daily Brief
“Blackrock’s branded content play at Quartz is brilliant and perfectly executed.”
Justin Breitfelder Investment strategy
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3. Don’t compromise quality.
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Users are growing less tolerant of unpleasant ad experiences.
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$1.5 $2.2
$3.2 $4.3
$5.7
$7.1
$8.8
2012 2013 2014 2015 2016 2017 2018
Native is already growing significantly…
US native ad spending (billions):
Socintel360 via eMarketer (September 2014); IAB UK
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…and its market potential has yet to be fully unlocked.
Quartz 2015 Global Executives Study; Association of National Advertisers 2015 Survey Report
84% of executives are
genuinely interested in content from
brands.
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…and its market potential has yet to be fully unlocked.
Quartz 2015 Global Executives Study; Association of National Advertisers 2015 Survey Report
84% of executives are
genuinely interested in content from
brands.
55%
32%
27%
18%
18%
Lack of familiarity
Budget concerns
Transparency concerns
Lack of creative
Limited reach
Top barriers to adoption among brands and agencies:
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4. What do we do?
likel
ihoo
d of
su
cces
s on
the
web
word count / depth of treatment 26
The Quartz curve
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“Here, look at this thing…” a surprising factoid or statistic a chart that shows a clear trend a photo that you have to look at a long, authoritative feature an exclusive bit of news a very strong argument a good headline a quip
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Quality native advertising content is: Clearly labeled Frictionless Visual Optimised for phones Tailored to the platform User-first in every dimension Expensive
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Charts 60%
Visual features draw audiences into the content.
Quartz 2015 Global Executives Study
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Charts 60%
Photography 47%
Quartz 2015 Global Executives Study
Visual features draw audiences into the content.
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Charts 60%
Photography
Interviews
Interactive features
Maps
Video
Audio
47%
39%
35%
31%
26%
9%
Quartz 2015 Global Executives Study
Visual features draw audiences into the content.
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“Hate to say this, but this advertorial on Quartz is better than a lot of stories on some tech sites.” Ben Rooney
Former tech editor, Wall Street Journal
Europe
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“I love the way you handle ads so much that I disabled adblocker for qz.com.”
James Thigpen Engineering executive
