robins

Joy Robins / @joyarobins / [email protected], Global Revenue & StrategyQuartz (qz.com)

Native Advertising for the C-Suite Executive

2

1. The promise of native advertising

2. Knowing your audience: The Quartz Global Executives Study

3. Where do we go from here?

OUTLINE

3




OUTLINE

4

Industry insights

Target audience

5

RelevantIndustry insights

Target audience

6

High-qualityRelevantIndustry

insightsTarget

audience

7

High-qualityRelevantIndustry

insightsTarget

audienceIn the right place

8

High-qualityRelevant

In the right place

Industry insights

Engagedaudience

9




OUTLINE

11

“There’s too much noise out there. I’d use Twitter much more as a source of

information if I could get exactly what I need.”

Stuart Dean, CEO, GE ASEAN

12

The Quartz Global Executives Study documents the changing content

consumption and sharing behaviors of the world’s business leaders.

13

http://insights.qz.com/GES

14

44% of executives do most of their news consumption first thing in the morning.

15

44% of executives do most of their news consumption first thing in the morning.

30% check news throughout the

day.

16

61% primarily use a mobile device to consume news.

17

The inbox is the new homepage.

60% of executives read an email newsletter as their go-to source of news.

18

Quality content gets shared.

91% of executives are likely to share work-related content with others, if they find it valuable.

19

86% of executives are genuinely interested in content from brands...

20

...particularly if that content is a reflection of the brand’s expertise.

68% industry analysis

58% new products and innovations

43% leadership insights25% company growth stories23% social issues

Branded content topics of greatest interest to executives:

21

Native ads are twice as likely to be remembered as banner ads, and almost 5X more likely to be remembered than full-screen interstitials.

22




OUTLINE

23

1. Produce quality2. Be relevant3. Respect habits4. Iterate5. Optimize for mobile6. Optimize for social7. Be transparent

Our guiding principles

24



25

Produce quality

“Hate (hate) to say this but this advertorial on @qzbulletin is better than a lot of stories on some tech sites”

Ben RooneyFormer Tech Editor

WSJ Europe

26

Produce quality

27



28

Be relevant

29



“Blackrock’s branded content play at Quartz is brilliant and perfectly executed.”

Justin BreitfelderInvestment

Strategy

Respect habits

31



32

Iterate

33

Iterate

Vala AsharCMO, Enterasys – Siemens Enterprise

Jeff NelderCMO, GOOD

Managing PartnerTurnleaf Marketing Consulting

shared by:

34

1. Produce quality2. Be relevant3. Respect habits4. Iterate5. Optimize for mobile6. Optimize for social7. Take ownership


Optimize for mobile

36

1. Produce quality2. Be relevant3. Respect habits4. Iterate5. Optimize for mobile6. Optimize for social7. Take ownership


37

Optimize for social

38

Optimize for social

Persistent share tool

39

Optimize for social

40

Optimize for social

“First time I’ve seen a WhatsApp share button on a website.”

Vince Buyssens@fadawah

41



Be transparent

Sponsor’s logo

Be transparent

Label colors that are distinct from editorial…

Be transparent

…including on individual story elements

Be transparent

Disclaimer at end

Be transparent

47



48

2012 2013 2014 2015$0.0

$2.0

$4.0

$6.0

$8.0

$10.0

$12.0

$14.0

$16.0

$18.0

$20.0

0

20

40

60

80

100

120

140

160

Quartz revenue and advertiser growth, 2012-now:87%

advertiser renewal rate

Advertisers

Revenue

Internal numbers

Thank you!

Joy Robins / @joyarobins / [email protected], Global Revenue & StrategyQuartz (qz.com)

robins

News & Politics