November’s Topic: NATIVE ADVERTISING
Founder & CEO, LiveFyre – Presentation here
Co-founder & Chief Strategy Officer, TripleLift – Presentation here
Analyst, Altimeter Group - Presentation here
VP of Digital Advertising Products, Time Inc., Presentation here
When – Thursday, November 7th, 2PM-3PM EST
Please join us for a conference call featuring four renowned thought leaders on native advertising.
Online advertising is ever evolving. The effectiveness of banner ads has been falling for 10+ years, with click rates now at a pathetic 0.1%. Online ad dollars continue to move to search, video, and increasingly, to native advertising. The increasing prominence of native advertising can easily be seen by the 12X increase in Google “native advertising” searches since August last year. Yet an industry definition of native advertising remains a work in progress, as the IAB and its 80+ member task force addresses the issue. What everyone in the industry does appreciate is the growing interest among publishers and advertisers to better integrate advertising in the user experience as a way to get users to engage with advertising at higher rates, thus driving higher ad revenue.
The most prevalent form of native advertising is social ads, with promoted tweets integrated seamlessly into the tweet stream on Twitter. Sponsored posts in the newsfeed on Facebook have a 49X higher click through rate than the traditional banner ads on the right rail. Image-centric apps like Pinterest, Instagram, Snapchat and Vine are particularly well positioned to drive significant native advertising revenue. Native advertising also includes the sponsored stories that have quickly become an accepted part of the editorial landscape on progressive sites like Buzzfeed and The Huffington Post. And sponsored stories appear poised to become ubiquitous as even the AP has announced that they will be introducing sponsored articles in their story stream.
Native advertising is undoubtedly a seminal trend that all players and investors in the digital ecosystem need to understand and embrace as ad dollars shift to this more impactful ad medium. As with all shifts, there will be bumps along the road (e.g. as regulators try to prevent abuses), but few doubt that fortunes will be made and lost.
Jordan Kretchmer – Jordanis the Founder and CEO of Livefyre, the first Social CMS Platform used by the largest companies in the world to engage consumers through a combination of real-time conversation, content creation, social curation and social advertising. Kretchmer founded the San Francisco based startup in December 2009, and has overseen its growth to 100 employees and over $20M in venture financing. Livefyre is the 5th largest site network on the web, delivering over one billion live content streams every month. Before Livefyre, Kretchmer was the VP of Brand at Current TV where he led brand redevelopment, Digital Creative Director at Butler Shine Stern and Partners, and VP/Associate Creative Director at Mullen Advertising.
Ari Lewine – Ari is Co-Founder and Chief Strategy Officer at TripleLift. TripleLift is the native advertising platform for the visual web. As Chief Strategy Officer, Ari leads the Company’s direction on sales, strategy, and product innovation. Most recently, Ari was head of the performance sales team at AppNexus. Ari started his entrepreneurial endeavors at 17 when he purchased University Trucking, a shipping and storage company that grew to 125 employees before being acquired in 2009. Ari holds a B.S.B.A in Finance and Entrepreneurship from the Olin Business School at Washington University in St. Louis.
Rebecaca Lieb – Rebecca is an Analyst, at Altimeter where she covers digital advertising and media, an area that encompasses brands, publishers, agencies, and technology vendors. Rebecca previously launched and oversaw Econsultancy’s US operations. She was Editor-in-Chief of The ClickZ Network for over seven years. As a journalist, she’s written on media for numerous publications, including The New York Times and The Wall Street Journal. Until recently, Rebecca taught at New York University’s Center for Publishing, where she served on the Electronic Publishing Advisory Group. Her book, The Truth About Search Engine Optimization, published by FT Press, instantly became a best seller on Amazon.com. Her most recent book, Content Marketing, was published in October 2011.
Adam Solomon - Adam is Vice President, Digital Ad Products & Revenue Operations at Time Inc. where he leads a team of product management, and yield/ad ops professionals who develop and operationalize display, video, mobile, tablet, social, native and audience advertising products across all Time Inc. digital properties — including People, Entertainment Weekly, InStyle, Time and Sports Illustrated. Prior to Time, Adam served as VP of Digital Ad Products for Viacom Media Networks, delivering award-winning ad product innovation across 20 flagship media brands, including MTV, VH1, Comedy Central, Spike, and Nickelodeon. Combining 16 years of digital product management and marketing expertise with a background as an aerospace engineer and patent attorney, Adam helps drive development of innovative and engaging advertising experiences that are effective for advertisers and compelling for consumers.
The content of this broadcast/presentation does not involve the rendering of personalized investment advice and should not be construed as an offer to buy or sell, or a solicitation of any offer to buy or sell the securities mentioned herein. It is for informational or discussion purposes only. Nor does it reflect the adoption or endorsement of the views of the individual presenters. This background information contains only news, facts, and commentary on information previously reported from a news source believed to be accurate and reliable by the author.