WTF are the Different Forms of Native? - WTF Native Advertising UK, 10/8/15

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

60

80

100

120

140

160

$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

Facebook

Twitter

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qz.com

Quartz India

web email social apps events

Quartz Africa

Atlas

Daily Brief

Africa Weekly Brief

Facebook

Twitter

Instagram

LinkedIn

YouTube

Flipboard

Google Newsstand

Apple News

Quartz iOS app

Smartnews

Pulse

The Next Billion

Obsession Forums

Roundtables

Pinterest

Pocket

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

Twitter

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“I love the way you handle ads so much that I disabled adblocker for qz.com.”

James Thigpen Engineering executive

Twitter

Thank you!

Jamie Labate / @jamielabate / [email protected] digital director, EMEA, Quartz