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How Native Ads Reform the Future of Paid Digital Communication?

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This document discusses the evolution of digital content and advertising for brands. It notes that mass media is declining as audiences prefer personalized experiences. Brands are shifting from interrupting media consumption with ads to becoming the media themselves by engaging audiences and owning the conversation. Native ads that blend with content are highlighted as the future of paid digital communication, replacing traditional ad breaks. The document advocates for brands to focus on creating engaging content tailored to different platforms and using native distribution strategies to drive traffic, increase engagement, and build long-term audience relationships.

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H O W N AT I V E A D S R E F O R M T H E F U T U R E O F PA I D D I G I T A L C O M M U N I C A T I O N
MASS MEDIA IS DEAD > > PERSONALIZED MEDIA EXPERIENCE
PUSH vs PULL BECOME THE SHOW NOT THE AD BREAK To communicate with an audience is all about engagement INTERRUPTING MEDIA CONSUPMTION EARNING AUDIENCES ATTENTION
* Source: Mediavision CUSTOMER S ARE FED UP Over 40 %* of Nordics population has Adblock installed 70 % of these are under 30 years old S T R O S S L E * Source: Mediavision
SALES FUNNEL HAS CHANGED
How Native Ads Reform the Future of Paid Digital Communication?
THE POWER OF ENGAGEMENTAND OWNING THE COMMUNICATION
THE EVOLUTION OF TRAFFIC 0% 25% 50% 75% 100% 2000 2010 2018 0% 25% 50% 75% 100% 2000 2010 2018 DIRECT SEARCH SOCIAL PAID PUBLISHERS BRANDS Source: IAB & Forbes
BECOME THE MEDIA E N G A G E A N D O W N T H E C O N V E R S AT I O N
How Native Ads Reform the Future of Paid Digital Communication?
S T R O S S L E - I N F O G R A P H I C Internal External Engagement Paid Distribution Earned Media THE EVOLUTION OF DIGITAL CONTENT FOR BRANDS Used content primarily for PR activities trying to get medias attention for free. Starting to use content for internal usage to maximize engagement on intranets etc. Starting to publish content on certain channels mainly to get organic reach from search and newsletters etc. Starting to focus on the content to maximize engagement and time on site for consumers visiting their owned and social channels. Content Marketing is on the rise and content has become the solution of how to drive traffic and engage audiences. Becoming the media Brands starting to work much like publishers on various platforms to have direct relationship with audiences, controlling traffic and collecting data. 2000 2020
Facebook Instagram Your Website Snapchat YouTube Email Create content that your audiences want and adapt for the medium its created for The same goes for distribution Twitter LinkedIn etc Publisher Collaboration
S T R O S S L E - V I S I T O R A C C E L E R A T O RS T R O S S L E CONTEN T I S NOTHING WI THOU T AU DIEN CE
S T R O S S L E - V I S I T O R A C C E L E R A T O RS T R O S S L E DIRECT NEWSLETTER TRAF FI C IS EVERYTH ING ALL DIGITAL BUSINESS CAN BREAKDOWN TO ACQUISITION COSTS OF VISITORS ORGANIC SEM EARNED
S T R O S S L E - V I S I T O R A C C E L E R A T O RS T R O S S L E NATIVE DI ST RI BUTI ON IS KEY IN A ACQUISITION STRATEGY MORE PAGEVIEWS? SIGNUP FOR NEWSLETTER? INCREASE TIME SPENT? FUNNEL TO E-COMMERCE?
S T R O S S L E - V I S I T O R A C C E L E R A T O RS T R O S S L E Adblockers has taught us that we need to earn users attention Pull instead of Push strategy and focus on engagement Native distribution is key for the future brand acquisition strategies Start owning the communication with target audiences Earn the attention and focus on building long term relationships
hernic.smolak@strossle.com @hsmolak +46 735 03 81 09 KSZN M!

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How Native Ads Reform the Future of Paid Digital Communication?

  • 1. H O W N AT I V E A D S R E F O R M T H E F U T U R E O F PA I D D I G I T A L C O M M U N I C A T I O N
  • 2. MASS MEDIA IS DEAD > > PERSONALIZED MEDIA EXPERIENCE
  • 3. PUSH vs PULL BECOME THE SHOW NOT THE AD BREAK To communicate with an audience is all about engagement INTERRUPTING MEDIA CONSUPMTION EARNING AUDIENCES ATTENTION
  • 4. * Source: Mediavision CUSTOMER S ARE FED UP Over 40 %* of Nordics population has Adblock installed 70 % of these are under 30 years old S T R O S S L E * Source: Mediavision
  • 7. THE POWER OF ENGAGEMENTAND OWNING THE COMMUNICATION
  • 8. THE EVOLUTION OF TRAFFIC 0% 25% 50% 75% 100% 2000 2010 2018 0% 25% 50% 75% 100% 2000 2010 2018 DIRECT SEARCH SOCIAL PAID PUBLISHERS BRANDS Source: IAB & Forbes
  • 9. BECOME THE MEDIA E N G A G E A N D O W N T H E C O N V E R S AT I O N
  • 11. S T R O S S L E - I N F O G R A P H I C Internal External Engagement Paid Distribution Earned Media THE EVOLUTION OF DIGITAL CONTENT FOR BRANDS Used content primarily for PR activities trying to get medias attention for free. Starting to use content for internal usage to maximize engagement on intranets etc. Starting to publish content on certain channels mainly to get organic reach from search and newsletters etc. Starting to focus on the content to maximize engagement and time on site for consumers visiting their owned and social channels. Content Marketing is on the rise and content has become the solution of how to drive traffic and engage audiences. Becoming the media Brands starting to work much like publishers on various platforms to have direct relationship with audiences, controlling traffic and collecting data. 2000 2020
  • 12. Facebook Instagram Your Website Snapchat YouTube Email Create content that your audiences want and adapt for the medium its created for The same goes for distribution Twitter LinkedIn etc Publisher Collaboration
  • 13. S T R O S S L E - V I S I T O R A C C E L E R A T O RS T R O S S L E CONTEN T I S NOTHING WI THOU T AU DIEN CE
  • 14. S T R O S S L E - V I S I T O R A C C E L E R A T O RS T R O S S L E DIRECT NEWSLETTER TRAF FI C IS EVERYTH ING ALL DIGITAL BUSINESS CAN BREAKDOWN TO ACQUISITION COSTS OF VISITORS ORGANIC SEM EARNED
  • 15. S T R O S S L E - V I S I T O R A C C E L E R A T O RS T R O S S L E NATIVE DI ST RI BUTI ON IS KEY IN A ACQUISITION STRATEGY MORE PAGEVIEWS? SIGNUP FOR NEWSLETTER? INCREASE TIME SPENT? FUNNEL TO E-COMMERCE?
  • 16. S T R O S S L E - V I S I T O R A C C E L E R A T O RS T R O S S L E Adblockers has taught us that we need to earn users attention Pull instead of Push strategy and focus on engagement Native distribution is key for the future brand acquisition strategies Start owning the communication with target audiences Earn the attention and focus on building long term relationships