The Future of Content: The Death of Organic and the Rise of Paid and Programmatic - DBS, 12/7/14
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Transcript of The Future of Content: The Death of Organic and the Rise of Paid and Programmatic - DBS, 12/7/14
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Content, Amplified Programmatically
Your Content DSP for
the Next Evolution of Online Advertising
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“Content without reach is
like building cathedrals in
the desert” —Hamish Priest, Global Media Innovation, Dove, Unilever
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HOW WILL PEOPLE SEE MY
CONTENT?
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ORGANIC SEARCH?
ORGANIC SOCIAL?
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Organic platforms are black boxes where their
workings and results are unknowns
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-17%
Organic Decline is Everywhere
-<1%
(via Shareaholic)
-3%-10%
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“The days of free organic reach are rapidly coming to an end. If you wouldn't spend
money behind it, then why do it? It's shouting into the wind without making a sound.
How many of us are guilty of being slaves to a calendar or posting cadence?”
— Julie Fleischer, Director Data, Content and Media, Kraft & Content Marketing Institute’s 2013 Content
Marketer of the Year
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ADVERTISING?
PAID DISTRIBUTION?
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Today’s reality of online display adsTodays reality of online display ads
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People are not online to look at what they think are “ads”!
Source: Pew & Nielsen
Let’s face it … people don’t want ads
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The consumer’s attention is on content
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Imagine that your ad is the content
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NOW YOU CAN.
WITH CONTENT &
NATIVE ADS.
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A native ad which
delivers promoted
content in a related
environment
Content ads 101
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Source: AdAge
Content Ads Other Ads
Content Ads deliver greater ROI
4x
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Content marketers mastering Paid Distribution
via Content Ads
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ORGANIZE
FORMAT
PROMOTE
OPTIMIZE
REPORT
Content amplification is
challenging
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Get MORE from your Content Ads
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Todd SawickiCEO
As seen in:
Founded in 2007
Union Square Ventures Backed
40 Employees in New York, San Francisco, Seattle and Europe