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NATIVE ADS
-THE EASY WAY
Gustav von Sydow
@vonsydow / gustav@burtcorp.com
                                    Gustav von Sydow
                                  gustav@burtcorp.com
                                           @vonsydow
DPS: Burt Tech Talk: Native Ads, The Easy Way
”Noone reads ads. People read what
interests them, and sometimes it’s
an ad.”

                    Howard Gossage.
            “The Socrates of San Francisco”
DPS: Burt Tech Talk: Native Ads, The Easy Way
DPS: Burt Tech Talk: Native Ads, The Easy Way
DPS: Burt Tech Talk: Native Ads, The Easy Way
Gustav von Sydow
@vonsydow / gustav@burtcorp.com
DPS: Burt Tech Talk: Native Ads, The Easy Way
Promise:
        Happy users
        Satisfied                 Challeng
        brands                    e:




Gustav von Sydow
@vonsydow / gustav@burtcorp.com              * Pun intended
CAN WE MAKE
             STANDARD
              NATIVE?
@vonsydow / gustav@burtcorp.com
DPS: Burt Tech Talk: Native Ads, The Easy Way
DPS: Burt Tech Talk: Native Ads, The Easy Way
#1
Remove all distractions.
#1                         Unpaid promotion.
Remove all distractions.
#1                         Unpaid promotion.
Remove all distractions.   Unimportant information.
#1                         Unpaid promotion.
Remove all distractions.   Unimportant information.
                           Passive content.
#1                         Unpaid promotion.
Remove all distractions.   Unimportant information.
                           Passive content.
                           Hazardous ads.
#1                         Unpaid promotion.
Remove all distractions.   Unimportant information.
                           Passive content.
                           Hazardous ads.
                           Repeat content.
#1
Remove all distractions.
#1
                           Relevant content.
Remove all distractions.
#1
                           Relevant content.
Remove all distractions.
                           Substantial advertising.
#1
                           Relevant content.
Remove all distractions.
                           Substantial advertising.
                           Paid promotion.
#2
Create natural placements.
#2                           More editorial content.
Create natural placements.
#2                           More editorial content.
Create natural placements.   More paid content.
#2                           More editorial content.
Create natural placements.   More paid content.
                             More natural experience.
#2                           More editorial content.
Create natural placements.   More paid content.
                             More natural experience.
#3
Help ads to fit in.
#3
Help ads to fit in.
DPS: Burt Tech Talk: Native Ads, The Easy Way
1



2



3



4
Real ads
     / page
1
    3     2



2



3



4
Real ads
     / page
1
    3     2

    Relevant
    content
2
    15    8



3



4
Real ads
     / page
1
     3    2

    Relevant
    content
2
    15    8

       Paid
    promotion
3
     2    2



4
Real ads
     / page
1
     3     2

    Relevant
    content
2
    15     8

       Paid
    promotion
3
     2     2

     Wasted
     space
4
    none lots
1. REMOVE
      DISTRACTIONS.
      2. NATURAL

@vonsydow / gustav@burtcorp.com
5-10x
@vonsydow / gustav@burtcorp.com
6%

           High quality
           Other

94%
Placement Analytics
Design a better advertising experience.
THANKS.
Gustav von Sydow
@vonsydow / gustav@burtcorp.com
                                          @vonsydow
                                  gustav@burtcorp.com

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DPS: Burt Tech Talk: Native Ads, The Easy Way

  • 1. NATIVE ADS -THE EASY WAY Gustav von Sydow @vonsydow / gustav@burtcorp.com Gustav von Sydow gustav@burtcorp.com @vonsydow
  • 3. ”Noone reads ads. People read what interests them, and sometimes it’s an ad.” Howard Gossage. “The Socrates of San Francisco”
  • 7. Gustav von Sydow @vonsydow / gustav@burtcorp.com
  • 9. Promise: Happy users Satisfied Challeng brands e: Gustav von Sydow @vonsydow / gustav@burtcorp.com * Pun intended
  • 10. CAN WE MAKE STANDARD NATIVE? @vonsydow / gustav@burtcorp.com
  • 14. #1 Unpaid promotion. Remove all distractions.
  • 15. #1 Unpaid promotion. Remove all distractions. Unimportant information.
  • 16. #1 Unpaid promotion. Remove all distractions. Unimportant information. Passive content.
  • 17. #1 Unpaid promotion. Remove all distractions. Unimportant information. Passive content. Hazardous ads.
  • 18. #1 Unpaid promotion. Remove all distractions. Unimportant information. Passive content. Hazardous ads. Repeat content.
  • 20. #1 Relevant content. Remove all distractions.
  • 21. #1 Relevant content. Remove all distractions. Substantial advertising.
  • 22. #1 Relevant content. Remove all distractions. Substantial advertising. Paid promotion.
  • 24. #2 More editorial content. Create natural placements.
  • 25. #2 More editorial content. Create natural placements. More paid content.
  • 26. #2 More editorial content. Create natural placements. More paid content. More natural experience.
  • 27. #2 More editorial content. Create natural placements. More paid content. More natural experience.
  • 28. #3 Help ads to fit in.
  • 29. #3 Help ads to fit in.
  • 32. Real ads / page 1 3 2 2 3 4
  • 33. Real ads / page 1 3 2 Relevant content 2 15 8 3 4
  • 34. Real ads / page 1 3 2 Relevant content 2 15 8 Paid promotion 3 2 2 4
  • 35. Real ads / page 1 3 2 Relevant content 2 15 8 Paid promotion 3 2 2 Wasted space 4 none lots
  • 36. 1. REMOVE DISTRACTIONS. 2. NATURAL @vonsydow / gustav@burtcorp.com
  • 38. 6% High quality Other 94%
  • 39. Placement Analytics Design a better advertising experience.
  • 40. THANKS. Gustav von Sydow @vonsydow / gustav@burtcorp.com @vonsydow gustav@burtcorp.com

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  77. Bra miljöer tillåter reklamen att göra samma jobb som innehållet.\n\nDet känns helt naturligt att reklamen konkurrerar direkt om användarens uppmärksamhet.\n