advertising for the modern internet

Dan Greenbergfounder & ceo

@dgreenbergdan@sharethrough.com

From echo-chamber headlines to Meaningful Content

In a world where people check their phones 150 times per day,we’ve learned to Love the Feedfor better and for worse.There’s a movement happening.

advertising for the modern internet

Dan Greenbergfounder & ceo

@dgreenbergdan@sharethrough.com

From echo-chamber headlines to Meaningful Content

THE AMOUNT OF CONTENTOnce Outpaced Our Ability to Consume All of it

CAPACITY TO CONSUME

AMOUNT OF CONTENT

time

Enter: THE FEEDFeeds Concentrate Content Into Its Most Atomic Form

THE FEED HAS INCREASED OUR CAPACITY TO CONSUME CONTENT

THE RISE OF FEEDS

CAPACITY TO CONSUME

AMOUNT OF CONTENT

And We’re Addicted

time

THE FEED HAS INCREASED OUR CAPACITY TO CONSUME CONTENT

THE RISE OF FEEDS

CAPACITY TO CONSUME

AMOUNT OF CONTENT

And We’re Addicted

time

FOR BETTER: More Informed, More Often

FOR WORSE: Trading Depth of Engagement for Lighter Stimulation

FOR BETTER: More Informed, More Often

FOR WORSE: Trading Depth of Engagement for Lighter Stimulation

FOR BETTER: More Informed, More Often

FOR WORSE: Trading Depth of Engagement for Lighter Stimulation

FOR BETTER: More Informed, More Often

FOR WORSE: Trading Depth of Engagement for Lighter Stimulation

I don't want to live in a society that does these sort of things.“ ”The Edward Snowden Hong Kong Interview

“Across 2.7M tweets,studies find no correlation between retweets & clicks.”

Echo Chamber Headlines?

WE’RE ADDICTED TO THE NEWWe’ve Created a New Habit Without Even Realizing it

WE’RE ADDICTED TO THE NEWWe’ve Created a New Habit Without Even Realizing it

WHICH MAKES US ADDICTED TO OUR PHONES

MEDIATED CONNECTIONS VS HUMAN INTERACTION“I FORGOT MY PHONE” 23,447,671 VIEWS WRITTEN BY AND STARRING CHARLENE DEGUZMAN

DIRECTED BY MILES CRAWFORD

A NEW HYPOTHESIS:

The popularization of the feed has caused an: (1) increase in frequency of information &

(2) a decrease in average depth of engagement

A NEW HYPOTHESIS:

The popularization of the feed has caused an: (1) increase in frequency of information &

(2) a decrease in average depth of engagement

THE RISE OF FEEDS

CAPACITY TO CONSUME

AMOUNT OF CONTENT

A NEW HYPOTHESIS:

The popularization of the feed has caused an: (1) increase in frequency of information &

(2) a decrease in average depth of engagement

THE RISE OF FEEDS

CAPACITY TO CONSUME

AMOUNT OF CONTENT

DEPTH OF MEANING

DEPTH OF ENGAGEMENT

The Fall of the Berlin Wall– 1989 –

time

THE RISE OF FEEDS

The LA Riots– 1992 –

DEPTH OF ENGAGEMENT

time

THE RISE OF FEEDS

The World Wide Web– 1993 –

DEPTH OF ENGAGEMENT

THE RISE OF FEEDS

The OJ Simpson Trial– 1994 –

DEPTH OF ENGAGEMENT

THE RISE OF FEEDS

The Subway Series– 2000 –

DEPTH OF ENGAGEMENT

THE RISE OF FEEDS

September 11th– 2001 –

DEPTH OF ENGAGEMENT

THE RISE OF FEEDS

Conflict in Syria– 2013 –

DEPTH OF ENGAGEMENT

THE RISE OF FEEDS

Miley Cyrus at the VMAs– 2013 –

DEPTH OF ENGAGEMENT

THE RISE OF FEEDS

A MOVEMENT IS UNDERWAY

From Echo-Chamber Headlines,Back to Meaningful Stories

03/2013 04/2013 08/2013 10/2013

MEDIUM’S SITE TRAFFIC

11/2012 01/2013 03/2013 04/2013 08/2013

UPWORTHY’S SITE TRAFFIC

Usually Tampon Ads Give Me Cramps and a Headache — This One Makes Me Smile

Headlines That Telegraph Emotions Get Far More Clicks

Usually Tampon Ads Give Me Cramps and a Headache — This One Makes Me Smile

If You Were Looking At The Beautiful Picture This Guy Is Looking At, You'd Have This Reaction Too

Headlines That Telegraph Emotions Get Far More Clicks

Usually Tampon Ads Give Me Cramps and a Headache — This One Makes Me Smile

If You Were Looking At The Beautiful Picture This Guy Is Looking At, You'd Have This Reaction Too

To You, What These Friends Do Will Be Amazing. To Them, It's No Big Deal

Headlines That Telegraph Emotions Get Far More Clicks

From “I’m Feeling Lucky” to “Inspire Me”A Profound Moment in Time

From “I’m Feeling Lucky” to “Inspire Me”

I want to be inspired

A Profound Moment in Time

The Google machine is built to organize information, but is not equipped to surface meaning.

I want to be inspired

Answers

I want to be inspired

From:

Answers Meaning

To:From:

“I’m Feeling Lucky” “Surprise Me”

To:From:

From Answers, to Meaning

From Answers, to Meaning

From Answers, to Meaning

From Answers, to Meaning

MEANINGFUL STORIES

– Ev Williams, founder of Twitter & Medium

Medium's mission is to shift our daily reading habits away from consuming incremental news bites and towards

engaging with enlightened ideas.“ ”

Photo by Joi Ito

MEANINGFUL STORIES

MEANINGFUL STORIES

THE NEW NORMAL FOR BRANDS

More Content + More Often + Less Depth of Engagement

DEPTH OF ENGAGEMENT

BRANDS THAT WIN

ADD VALUE

BRANDS THAT WIN

WIN WITH CONTENT

FROM BRAND CONTENT TO IN-FEED ADS

FROM BRAND CONTENT TO IN-FEED ADS

BRANDS THAT WIN

WIN IN THE FEED

BRAND ADVERTISING FOR THE MODERN INTERNET

Is About Content, Distributed in Feeds

We power in-feed ads for modern content publishers.

Brands Who Want to Create Meaningful Stories

Live or Die by the Feed

THANK YOU!

advertising for the modern internet

Dan Greenbergfounder & ceo@dgreenberg